Proposal, with options, could save up to about $1 million

Toyota vehicles cruising along San Diego beaches may be featured in two television commercials if the full City Council gives the go-ahead for a marketing partnership that would make Toyota the “official vehicle of San Diego lifeguards” with a free, two-year lease of 34 vehicles. “It’s a fabulous idea,” said District 7 Councilwoman Marti Emerald. The proposal was heard Sept. 21 by the council’s Budget and Finance Committee, which voted 3-0 on Emerald’s motion to send the proposal to the full City Council for possible adoption. Also voting in favor were councilmembers Sherri Lightner and Todd Gloria. The Japanese automaker has proposed allowing the city to use 34 of the 2012 vehicles at no cost for two years, a financial value placed in a City Hall report at between $555,000 to $1.1 million. The city would also have an option to buy the vehicles at the end of the two years, according to the proposal. The estimated savings of using these vehicles for free ranges from more than $491,000 to more than $982,000, depending on the actual agreement. City lifeguards might appear in the two television commercials, but the committee was told that Toyota is more interested in seeing Toyotas on the beach as the city lifeguards’ “official vehicle” and brand name, rather than focusing on the individuals behind the wheel. No specific beach area was mentioned as to where the commercials might be made. Toyota would reimburse the city for the cost of staff time for filming and/or recording commercials or other activities. Two radio ads are also suggested in the proposal, along with public service announcements. The city would have final approval of all content before use by Toyota, according to the city report. Toyota has suggested promotional events at city facilities and “Water Safety Days” sponsorships at Toyota dealerships. Toyota would also like to be mentioned on the city’s website and also do direct marketing to city employees and other groups. The City Council is expected to hear the proposal in deptth in October or November.