With a City Council committee’s blessing July 14, city beaches are one step closer to featuring commercial advertisements on lifeguard stations and seasonal lifeguard stands.
If approved by the full council, the proposed commercialization of the beaches could bring millions of dollars back to the city’s lifeguard program, which has been hit hard by budget cuts.
“It was an important step and I give the lifeguards a lot of credit,” said District 2 City Councilman Kevin Faulconer, part of the council’s Budget and Finance Committee that unanimously approved the project. Faulconer said the beach advertising proposal would likely be brought to full council in the fall, with public outreach planned between now and then. In this proposed pilot program, each of the city’s eight main lifeguard stations alone — including the one in Ocean Beach — could potentially generate between $200,000 and $500,000 per year — as much as $4 million annually.
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