Santa Rosa approves advertising in schools

The cash-strapped Santa Rosa School Board will allow advertisers to purchase sponsorships and naming rights at Santa Rosa City Schools.

The board voted 5-1 this week to approve the plan, which it hopes will bring in new revenues and give the district some relief from ongoing budget cuts.

Despite virtually no public opposition to the plan, board members sought to lessen perceived fears that decades-old buildings and campuses would suddenly sprout new monikers.

“We are not putting our schools up for sale,” trustee Larry Haenel said during Wednesday’s meeting.

Haenel said he had fielded calls from concerned members of the public who fear the new policy would result in changes such as Santa Rosa Middle School’s gym being renamed Wal-Mart Gymnasium.

The district is simply looking to partner with affiliated businesses — like Apple sponsoring a computer lab, he said.

Board members said the district will retain strict control over who will be allowed to name what. The focus will be on related companies sponsoring things like career technical courses.

Among the off-limits topics are sex, violence, discrimination, alcohol, tobacco, firearms and drugs.

The policy will also prohibit any deals that are “not in keeping with the goals and purposes” of the district.

All potential sponsors must submit a written proposal to the superintendent. The Board of Education will review every proposal and retains the right to accept or reject any corporate, commercial or promotional sponsorship.

Trustee Wally Lowry successfully lobbied to add religion and politics to the list of off-limits topics.

Only board member Laura Gonzalez voted against the plan. Even in tight economic times, the district should not expose students to advertisements unnecessarily, she said.

“On principle, I don’t like the idea of bringing advertising into our schools,” Gonzalez said.

The district does not know how much money it could pull in through sponsorships and naming rights, but officials said the policy could help fund grants that require matching local funds.

Trustee Bill Carle was absent Wednesday.

Staff Writer Kerry Benefield writes an education blog at extracredit.blogs.pressdemocrat.com. She can be reached at 526-8671 or kerry.benefield@pressdemocrat.com