Wheels Receives $145,568 'Bonus Incentive' for Bus Advertising

The Livermore Amador Valley Transit Authority (LAVTA) received a check for $145,568 from Lamar Advertising Co. The check represented a 50 percent bonus revenue share for the LAVTA fiscal year 2014-15 and was presented at the September LAVTA Board meeting.

Lamar Advertising Co. has contracted with LAVTA to sell advertising on the exterior of all Wheels and Rapid buses. For the fiscal year 2014-15, Lamar paid LAVTA a flat rate minimum guarantee of $115,000. As part of the contract, LAVTA is eligible to receive a “capacity incentive” for net bus advertising sales over $290,000 in the fiscal year. The check received for $145,568 represents a 50 percent revenue share for additional sales, which is an increase of $60,000, or 72 percent, over the check amount received for the previous fiscal year 2013-14. The increase in sales were attributed to the growing economy and demand for outdoor advertising in the Tri-Valley.