City to expand South Cape banner program
The city of Cape Coral will move forward with a bi-monthly, city-only banner program in the South Cape.
City Council gave the program a nod at its workshop Wednesday.
Communications Manager Melissa Mickey said the banner program was previously run by the Community Redevelopment Agency, which the city and CRA created in 2015.
The purpose and goals of the program were beatification of main corridors, support for city campaigns and messaging, and increase in community engagement.
She said nonprofits and not-for-profits were able to use the banner program in the CRA district. A few months ago, the CRA transferred the program to the city to run and operate.
Mickey said they are expanding the program by installing more banner locations on Cape Coral Parkway and Del Prado Boulevard.
“One impactful design can strengthen the brand. Alternating designs can dilute the effectiveness,” she said.
The banner program currently has 13 banners on Lafayette Street, 66 banners on Cape Coral Parkway and 68 banners on Southeasr 47th Terrace for a total of 147 banners.
More banners will be installed by February 2026, Mickey said. There will be 55 new banner locations from Coronado Parkway to Palm Tree Boulevard on Cape Coral Parkway and 111 banner locations on Del Prado Boulevard from Cape Coral Parkway to Coronado Parkway.
The banner program will have 313 locations by February of next year, she said.
The current program has seven change outs with banners, but with a time frame that is all over the place.
The cost to change out the current 147 banners is $21,116.
“It takes three trained specialist to install and remove the banners at rate of eight banners per hour using a bucket truck,” Mickey said, which takes about three days to change out.
Councilmember Bill Steinke asked about the life expectancy of a banner – roughly two or three years – as well as the cost of a new banner – about $100.
“It’s a capital investment that we are looking at replacing every two to three years and the labor and machinery to get it done on every switch out,” he said.
Mickey said staff recommends the schedule to be bi-monthly, which offers a moderate rotation and increased variety in the banners. In addition, staff also recommended the banners be city-only to provide consistency, branding and control and limit third-party involvement.
The messages will be managed by the Communications Office and marketing division with the city manager’s office.
The other two options provided were for non-profits and fee-based/advertising.
Councilmember Jennifer Nelson-Lastra said when they originally talked about the banner program, her thought was potentially creating an opportunity for businesses to use the banner program to advertise.
“It’s a great opportunity for local business, as well as our city to sell these potential advertisements,” she said.
Mickey said research shows the programs do not generate significant revenue.
Although Nelson-Lastra understood that limiting the program to city staff, so they do not have to pick and choose among which nonprofit, business or group, there is a real opportunity for a growing city to expand.
Council would approve the banner selection for the following year, as well as messaging annually.
Although other council members agreed it would be great for business and nonprofits to use the program, it could possibly result in discrimination.
“For nonprofits, we have to be ready to do everybody no matter who they are or what they represent,” Steinke said.
With the support from council of staff recommendations, a resolution to formally approve the program will come before the council in coming weeks.