JACKSONVILLE, Fla. – The Jacksonville Transportation Authority board discussed a proposed advertising contract today that could dramatically increase the agency’s revenue.
The proposal calls for a guaranteed $4.75 million over five years — a significant jump for JTA from advertising revenue.
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The proposed contract would expand JTA’s advertising inventory beyond traditional buses and shelters to include digital assets, NAVI vehicles, and connection vehicles — all without requiring new capital investments. JTA would retain final approval authority over all content and would not allow full bus wraps, preserving consistent agency branding.
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The solicitation process closed Feb. 26, with evaluations and interviews completed by March 18. Four companies applied. The proposal would award the contract to JTA’s current advertising partner, an East Coast-based firm that has serviced the agency’s accounts since 2015.
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Board members raised questions about advertising restrictions, specifically the distinction between sponsorships and direct advertising.
The proposed contract allows sponsorships from companies that manufacture or distribute alcohol or provide gaming activities, while prohibiting advertising that directly promotes tobacco use.
One board member cited a past example in which a vendor sponsored a Riverside trolley route using only a corporate logo — without product imagery — in exchange for providing free community rides. At least one board member requested that the policy language be more clearly defined before moving forward.
No formal action was taken on Thursday. The proposal is expected to return to the board for a vote.