This Traffic Jam Brought to You by Cisco
If you have a few million dollars lying around, and if you've always wanted your name attached to an unsightly, congested roadway, has Chicago got ...
The city is auctioning off naming rights for the Chicago Skyway, the 7.8-mile long, 125-foot high toll road built in 1958. The naming-rights plan, says the Chicago Tribune, is unique:
The plan has raised eyebrows. While naming rights are nothing new in the world of professional sports or even in municipal government, it's never been tried successfully with a crowded toll road before.
Of course, the big question here is what happens when, say, there's a massive accident with 20 fatalities on the Coca-Cola Highway? Or how good is the publicity if there's a carjacking on the General Electric Freeway?
Chicago's continuing undaunted, though. City officials are already budgeting $3 million in naming-rights revenue for next year. They'd better hope they find some takers.
Photo via Flickr, from Daniel Montesinos.