NYSDOT is H.E.L.P.ed by Sponsorship
January 1, 2010 marked the first day of a new year, a new decade and a new kind of public/private partnership in New York, a new partnership that provides funding from the private sector to a public sector program. State Farm Insurance, who has a long history of commitment to highway safety, is now the sponsor of the NYSDOT H.E.L.P. program. The initial sponsorship term is two years with options to renew for up to three more years bringing total revenue to New York of up to $10.8 million.
NYSDOT Commissioner Stanley Gee and Travelers Marketing Managing Partner David Stein both spoke about the newly sponsored program on December 21, 2009 in Albany. Photo by Dexter Davis
The NYSDOT sponsorship program elements include new, more highly reflective graphics for the vehicles, new uniforms for the driver s and the installation of highway signage identifying road segments serviced by H.E.L.P.
Established in 1994 with three vehicles patrolling the Long Island Expressway, today the H.E.L.P. program is the third largest in the nation, operating state-wide with 99 vehicles and aiding over 85,000 motorists each year. The program currently patrols 1,429 centerline miles between the hours of 6:30 a.m. and 9:30 a.m., and 3:00 p.m. and 7:00 p.m., Monday through Friday.
Along with Florida, Georgia, Massachusetts, Colorado and Pennsylvania, New York is leading the trend to implement innovative sponsorship programs to maintain these life-saving services in times of economic hardship.
When NYSDOT issued their Invitation for Bids (IFB) on April 10, 2009, Travelers Marketing responded on behalf of State Farm. Travelers Marketing, a national sponsorship and advertising firm, works directly with DOTs and toll authorities to design and implement Safety Service Patrol Sponsorships.
Department of Transportation Acting Commissioner Stanley Gee said: “This sponsorship agreement brings two distinct benefits to New Yorkers by bringing revenue to New York State and by providing an extremely valuable safety service that also reduces traffic congestion on some of the state’s busiest highways. Governor Paterson is committed to finding innovative ways to support state services and partnering with State Farm on our HELP program does just that. “
FHWA New York Division Administrator Jeffrey W. Kolb sums it up: “By helping us to keep America’s roads safe, partnerships like this are a great way to begin the new year. America’s roads are safer now than they’ve been in a generation and efforts like this one will help make 2010 the safest yet.”
H.E.L.P. Drivers, NYSDOT Officials and State Farm and Travelers Marketing Representatives joined together to welcome the new sponsorship program in Long Island. Photo by the Long Island Photo Group