BID to finally give up on overpriced billboard

The BID (Business Improvement District) has finally realized that the almighty billboard on US1 and SW 27 Avenue is not the second coming.

At the last BID board meeting, it was talked about as if it was the only advertising method for Coconut Grove and if the Grove lost this billboard, it would be a catastrophe. A few in the audience spoke up about how it was the salvation of their business and it must remain in the hands of Coconut Grove, through the IGT marketing company and therein lies the rub -- IGT marked up the billboard so much, that they are taking advantage of all Grove businesses who pay into the BID.

Ironically, the same who spoke up about the billboard as being the be all and end all, feel it is too expensive even for their own businesses now.

Cooler heads finally prevailed and the BID will be asking IGT to cease all contacts and contracts as of December 31, 2009. The current contract runs out in March 2010.

The BID now realizes that paying $18,000 a month (plus exorbitant production costs and other expenses) is a bit much for an $8,000 billboard. How it even happened was, a few years back, someone suggested that the billboard was available for Coconut Grove and lo and behold, IGT went in, got the billboard from CBS, who rents it out and IGT has been sticking it to the Grove ever since.

Now IGT will be stuck with a billboard that no one wants at that rate. Justice prevails.