Long Beach is trying to sell advertising on the back of its beach lifeguard towers.
The idea, floated by the city’s Economic Development Department, is meant to make money for the Long Beach waterfront. Under the plan, each of the 25 towers along the shoreline would have space for an ad, as well as beach safety messages, public service announcements and other informational campaigns.
It’s not clear yet how much cash this could bring in, but the city is intent on “maximizing revenue” while “maintaining a look and feel consistent with Long Beach’s coastal environment,” according to the project proposal.
The city first started looking for companies to run the program in May. The request for bidders closed this week, and the city hopes to have a contract presented to the City Council by October.
Most details for the program have yet to be finalized. There are no restrictions so far on what brands or logos will be allowed, though advertisements must complement the “coastal environment and aesthetic,” the city said in its proposal.
When bidders on the project asked how many people visit the beach annually, Long Beach officials said they weren’t sure, but they estimated the city as a whole gets six million visitors per year.
Officials have yet to say what percentage the city and the contractor would each take from ad sales. “The City is seeking a vendor that can provide a minimum annual guarantee, along with a revenue-sharing arrangement for any amount exceeding that minimum,” city spokesperson Chelsey Magallon said.
According to Magallon, the request for proposals process closed Tuesday morning and bids will now be reviewed by city staff. She couldn’t immediately say how many companies submitted bids.
The contractor chosen will implement the program for two years, with the option to renew for three additional one-year terms. Once approved, they will be responsible for overseeing the installation of ads and ensuring that they do not obstruct public access or views, and make sure they do not require any permanent alteration to the lifeguard towers. The contractor will also be responsible for any maintenance and cleanup in the case there is damage or vandalism.
The idea of slapping advertising on lifeguard towers isn’t new to the Los Angeles region; signs are already affixed to 175 towers spanning more than 30 miles of coastline, from Malibu to San Pedro and including Manhattan, Hermosa and Redondo beaches.
City staff said they based their program on an iteration used to place ads on lifeguard stations in Huntington Beach in 2024.