BRAD HORN/Nevada Appeal Jose Ayala picks up trash near Washoe Lake on the first day of the Adopt-a-Highway program on Thursday. For about $200 a month, a business or organization can sponsor a mile of Nevada highway and Adopt a Highway, an Internet-based company, will take care of the monthly trash pickup.
For about $200 a month, a business or organization can sponsor a mile of Nevada highway.
That's sponsor, not adopt.
Instead of the traditional method where volunteers commit to regularly cleaning a portion of the highway, The Nevada Department of Transportation is allowing businesses to sponsor a road without being responsible for the actual cleanup.
Volunteers are often unreliable, said NDOT spokesman Scott Magruder. They tire of the monthly maintenance commitment, and the trash accumulates. This new method, which is already being used in Las Vegas, puts the responsibility on a private company. It has the responsibility of keeping the roads clean and signing up more sponsors to keep the money rolling in.
"This is a great opportunity to have the roads on a monthly basis cleaned up and litter free," Magruder said.
For NDOT it means no personnel or finances are tied up in trash removal. For the sponsoring company, it's a new way to market itself in a hurried commuter society.
So far NDOT has solicited two sponsors for one-mile sections of highway. In exchange for a $175-$200 monthly fee, the business or organization will receive a sign advertising its sponsorship. Adopt a Highway, an Internet-based company, will take care of the monthly trash pickup.
This is a combination that works for Morrison Homes, a new home developer in Sparks. It has adopted five miles.
"We are a supporter of this program in California and it has been very successful in keeping the community clean and also getting our name out there," said Emily Listman, sales and marketing director for Morrison Homes.
The Adopt a Highway maintenance corporation works in California, Arizona and Las Vegas, said business co-owner Tony Decker.
"We get people's attention," said Decker, who employs two people in Northern Nevada to pick up trash and four in Las Vegas. "We've had sponsors for 10 years in California."
The Gold Dust West will have its name near the Keystone exit on Interstate 80 east and west.
"We were the first on board with the Adopt a Highway program," said casino marketing director Beth Anderson. "We've adopted two signs. It's a community service and helps keep the highways clean."
The fees go to Adopt a Highway, which covers the signs, materials and labor, Magruder said.
• Contact reporter Becky Bosshart at bbosshart@nevadaappeal.com or 881-1212.
Be a sponsor
For information on sponsoring a one-mile section of highway call: 1-800-762-1880
On the Net
www.adoptahighway.com