Own a Lighthouse For a Day

Spring Point Ledge Lighthouse, in an effort to garner funds for their restoration projects, has decided to offer corporate sponsorships to local businesses near South Portland, ME. Businesses such as auto dealers, banks, insurance companies and restaurants are being sent a package with details on how they can have a banner wrapped around the lighthouse for a Saturday, during the height of summer’s tourist season. These sponsorships will cost $1500 USD and will also include the right to post signs at the ticket booth and include their logo on printed materials for the open house. The company and its employees will get a private tour of the lighthouse and free tickets to the open house.

Business Grants Fell Through

The Spring Point Ledge Foundation needs $71,000 for improvements this year, including new windows for the lantern room, repair of cracks in the exterior and to seal the deck and railings. A $5,000 grant from Biddeford & Saco Savings, $5,000 from an anonymous individual donor; and about $400 in smaller contributions is all they’ve received so far. But the Trust has been turned down for several grants from corporations. So, according to the article at KeepMECurrent:

“We need funds, and some of the efforts we’ve made so far have not worked out,” John McClean, Treasurer of Spring Point Ledge Lighthouse, said. “We see this sponsorship program as a way to keep the lighthouse active and open to the public.”

The marketing company that will be handling this promotion, BrandMe, states it will not charge the non-profit group if it fails to sell these promotional spots. Companies will not be allowed to attach anything to the side of the lighthouse, as it’s on the national Register of Historic Places and may hang their banner from the railing only. The lighthouse is visible from both land and water, and “should not detract from the beauty of this lighthouse.” At least according to McClean. And he further goes on to state the Board of Directors of the Foundation will approve the company and its banner before putting it up.

Don Russell, President of BrandMe Marketing, says the image of the South Portland lighthouse has been used freely by many local businesses over the years in advertisements. He said that it seems appropriate for the lighthouse foundation to try to raise money by charging commercial companies a fee to sponsor the popular landmark for a day and place their banner.

Is This Wise?

The story quotes Bob Trapani, Director of the American Lighthouse Foundation, as saying, “It’s rather unique. Usually, you just see flags flying from lighthouses.”

But Trapani was not critical of the branding effort to get funds. He said nonprofits are having a tough time drawing attention to their causes and getting donations. “In today’s preservation world, it is so hard raising money. This is something different and innovative,” Trapani said. “It will be noticed. But it’s temporary, so as not to have an adverse effect on the structure.”

Earl Shettleworth, Director of the Maine Historic Preservation Commission, says he sees nothing wrong with this and it’s a way to draw attention to the site. “It’s a good way to both gain corporate support and capture the public’s attention,” he said. “These corporate sponsorship days bring in a whole new constituency of visitors from the companies involved in the effort.”

What Do You Think?

Should a lighthouse be commercialized in this situation? Or do you feel doing this takes away its historical and educational value? I’ll leave comments open if anyone wants to chime in on this unusual fundraising method.

Photo credit: Spring Point Ledge Lighthouse by Brent Danley. Some rights reserved.

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