Category: Government Relations
Subcategory: Legislative Advocacy
Problem: Neighborhoods across the City are angry about the proliferation of outdoor signs due to the dramatic increase in advertising budgets and new sign technologies that facilitate the erection of lightweight nylon signs on building facades. Our client, Outfront Media, has a longstanding corporate policy of strictly adhering to the zoning resolution in siting its outdoor signs. Renegade sign companies, unfortunately, do not respect zoning and frequently erect illegal signs to the consternation of local communities.
Strategy: In order to resolve this matter, Capalino+Company concluded that a major legislative initiative from the Mayor and City Council was needed. We advised the client to begin a pro-active effort to educate City officials on the economics of the outdoor sign industry and to press for statutory changes directed at the real source of the problem: renegade sign companies.
Result: After significant negotiation between the Mayor’s Office and the New York City Council, the “Regulation of Outdoor Advertising” legislation (Intro 423-A) was signed into law by Mayor Bloomberg on April 28, 2005.