Agenda Item No: K.1
AGENDA REPORT
DATE: August 4, 2026
TO: Mayor and Council
FROM: David Gassaway, City Manager
SUBJECT: Resolution 2026-161 PW FAST Transit Advertising Services
Authorizing the City Manager to Execute a Contractor Services Agreement between the City of Fairfield and Lamar Transit, LLC for Transit Advertising on FAST Vehicles, Bus Shelters, and Transit Passenger Facilities
Funding Source: N/A
Contact: Melissa Minton, (707) 434-3804
RECOMMENDED ACTION
Adopt resolution.
STATEMENT OF ISSUE
The proposed resolution authorizes a two -year agreement with t hree one-year extensions between the City and Lamar Transit , LLC (Lamar) for transit advertising on FAST buses, bus shelters, and transit passenger facilities, which will generate revenue to offset operating costs for FAST’s transit services.
DISCUSSION
On April 30, 2026, City staff released a Request for Proposals (RFP) invi ting qualified advertising firms to submit proposals for transit advertising services on FAST buses, bus shelters, and transit passenger facilities. The existing advertising opportunities include the interior and exterior of approximately 23 vehicles and seven bus shelters located throughout the city, though advertising firms were encouraged to identify new advertising opportunities within FAST transit’s advertising portfolios for future growth.
The City received two proposals from Lamar and Zenith Billboa rds LLC in response to the RFP solicitation. The two proposals were evaluated by a three-member evaluation committee based on completeness, specificity of the work plan for the proposed services, experience and demonstrated ability to perform the services, and the revenue share and minimum annual
guarantee proposal. Based on the criteria established within the RFP, the evaluation committee determined that Lamar w as the most qualified advertising firm and presented the most opportune potential for revenue generation.
Lamar exhibited relevant experience in advertising for transit agencies of various sizes throughout California and offers the greater of a minimum annual guarantee of $265,000 in revenue or 45% of the net revenue generated over the term of the agreement and three one - year extensions.
FINANCIAL IMPACT
Approval of this agreement for advertising management services would allow FAST to generate a minimum guarantee of $265,000 for the term of the agreement and three one-year extensions.
All revenue received will be used to offset operating costs for FAST’s transit services.
PUBLIC CONTACT/ADVISORY BODY RECOMMENDATION
N/A
ALTERNATIVE ACTION
The council may choose not to execute the agreement for advertising management services with Lamar. This would result in a loss of a minimum of $265,000 in advertising revenue that is used to support FAST operations.
COORDINATED WITH
City Attorney’s Office
STAFF CONTACT
Melissa Minton, Transportation Planner
(707) 434-3804
[email protected]
ATTACHMENTS
Attachment 2: Proposed Resolution
Attachment 3: Proposed Agreement