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For publication

Bedford Borough Council July 2014 Report by: The Assistant Chief Executive (Human Resources & Corporate Policy). Subject: Free Standing Advertising Units 1. Executive Summary

This report outlines plans to install eight free standing advertising units (FSUs) in Bedford Town Centre. The FSUs would be managed by AdSpace 2000, the agent chosen last year to run the Council’s bus shelter contract. In return for allowing AdSpace to use the advertising sites, AdSpace 2000 will clean and maintain 30 bus shelters owned by the Council; this arrangement is worth in the region of £30,000 per annum for the Council.

2. Recommendations

To consider the report and, if satisfied, to: (i) Approve that AdSpace 2000 submit planning applications for eight FSUs to be installed in Bedford town centre at locations

detailed in the report. (i) Note that the arrangement will contribute £30,000 per annum to the bus shelter and maintenance budget.

3. Reasons for Recommendations 3.1 Given the current prevailing economic conditions, the Council is seeking opportunities to reduce spending or, as in this case, replace the

need for Council spending. Adspace 2000 will provide cleaning and maintenance for Council owned bus shelters replacing the need for the council to fund this service. The installation of the FSU’s will therefore reduce the revenue burden on the Council by £30,000 while continuing to provide clean and maintained bus shelters.

4. Key Implications

Legal Issues

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4.1 The Council is permitted to generate income from advertising by means of the Localism Act 2011 under the general power of competence. The contract with AdSpace 2000 has a 15 year term and expires in 2027. The contract refers to Bus shelters and FSUs and whilst it does not require us to provide locations for FSUs, it does give AdSpace first choice to provide FSUs if the Council were to decide to install them.

Policy Issues 4.2 The Council’s Corporate Plan 2012-2016 outlines the high-level policy objectives of the local authority. Theme 4 of the Plan is ‘Serving

Customers Effectively’, which contains a sub-theme 4C ‘Achieving the Best Buy for Bedford. This proposal will help support that objective. Resource Implications

4.3.1 The arrangement with AdSpace will result in cost savings of £30,000 per annum towards the cleaning and maintenance of bus shelters. If this arrangement is not approved funding from the revenue budget would be required to continue to clean and maintain these shelters. The alternative of receiving a share of the income from advertising, on a percentage share arrangement, would only produce income of approximately £20,000. There would be a risk that if advertising sales were low, this income would not be achieved.

4.3.2 ApSpace are responsible for all costs associated with gaining planning consent, installation, maintenance, operating costs (electricity supply)

and poster installation, so there are no costs to the Council to implement or run this scheme.

Risk Implications 4.4 There is a risk that unacceptable advertisements will arise from time to time or that the FSUs will not be properly maintained, however, our

advertising policy, as well as the agreement we have in place with AdSpace 2000 will provide appropriate clauses in respect of these matters.

Environmental Implications 4.5 Economic Development and the Markets Officer have been consulted on the proposed locations for the FSUs. Consideration of the specific

locations of individual FSUs, in particular with respect to other street furniture, will be dealt with as part of the planning application process, the intention being that the FSUs will enhance the general street scene.

Equalities Impact

4.6 In preparing this report, due consideration has been given to the Borough Council’s statutory Equality Duty to eliminate unlawful

discrimination, advance equality of opportunity and foster good relations, as set out in Section 149(1) of the Equality Act 2010.

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4.7 A relevance test for equality has been completed. The equality test determined that the activity has no relevance to Bedford Borough Council’s statutory equality duty to eliminate unlawful discrimination, advance equality of opportunity and foster good relation. An equality analysis is not needed.

5. Details 5.1.1 Management Group have tasked Communications and Marketing with setting up and running a group made up of representatives from

Highways, Planning, Property, Procurement and Economic Development and Communications and Marketing, whose aim is to generate new income streams from advertising on Council assets. The group has been running for 18 months and has successfully launched advertising on Council buses, on the Council’s website, in Council car parks and has also increased the Council’s portfolio of Billboards.

5.1.2 Six town centre Public Information Pillars which had been in place, as part of a trial, since 2006 were removed in September 2012 after the

company operating the pillars went into administration. 5.1.3 Many Local Authorities run some form of town centre advertising, some to generate an income and others, as is the case with this proposal,

linked to the bus shelter contract. 5.1.4 The FSUs will be black and gold in colour, in the same heritage style as existing town centre street furniture (see appendix 1). They will be

back lit, which will offer an attractive additional source of lighting on dark winter afternoons and evenings. 5.1.5 Town centre advertising opportunities support the Council’s efforts to reduce fly tipping and unauthorised ‘A’ frame advertisements. 5.1.6 The proposed locations for the FSUs are attached in appendix 2. 6. Summary of Consultations and Outcome 6.1 The following Council units or Officers and/or other organisations have been consulted in preparing this report:

Legal and Finance The following Managers have also been involved through membership of the ‘Advertising on Council Assets’ group: Head of Economic Development Head of Development Management Public Transport Team Leader

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Highways Asset Manager No adverse comments have been received.

7. Ward Councillor Views 7.1 Consultation carried out with Ward Councillors – no objections received.

Report Contact Officer: Martin Williams, Assistant Chief Executive (Human Resources & Corporate Policy), email martin.williams@bedford.gov.uk Keiron Fletcher, Head of Communications & Marketing email: Keiron.fletcher@bedford.gov.ukBeth Bowmer, Marketing & Sponsorship Officer, beth.bowmer@bedford.gov.uk

Appendices: Appendix 1 Example of the Heritage style ‘black and gold’ design.

Appendix 2 Map of Bedford showing the locations of the 8 proposed FSUs

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Appendix 1 Example of the Heritage style ‘black and gold’ design.

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Appendix 2 Map of Bedford showing the locations of the 8 proposed FSUs