When Barbados made a deal with Miami Heat and the Dallas Mavericks professional basketball teams to promote the island in their arena, it was seen as a marketing coup.
It was fortuitous that both the Heat and the Mavericks played in the National Basketball Association’s finals, won by Dallas and watched by millions in North America and around the world.
The deal enabled Barbados to spotlight its sights and sounds both inside and outside of the court.
In Miami’s case, it included a spot on the dazzling outdoor sign in front of the Heat’s spacious arena, which simply stated “Barbados.”
The trouble is what the Miami arena’s bosses did to generate additional revenue probably violated federal and Florida state regulations, with the Florida Department of Transportation (DOT)?getting ready to issue the American Airlines Arena a notice of violation.
Ads for everything from Carnival Cruise Lines to Sharpie Pens, an Indian casino and various financial services are routinely displayed in the mesh sign.
John Gardner, a Florida DOT official, said any display of the ads was a violation of the Federal Highway Beautification Act of 1965, which controls advertising along federal roads.
Here’s the rub: the federal law allows advertisements for goods and services sold on site but bars ads that promote products not available on the premises. That makes a vacation in Barbados, health care services, casino gambling and investment opportunities off-limits.
But there is another twist to the story. In order to display advertising not available in the arena, the complex is required to get a permit from the DOT.
The controversy began when Scenic Miami, a group that opposes outdoor advertising along federal roads, filed a complaint with Dade County and with the Florida DOT.
But the Heat’s attorney, Stephen Heffman, has argued that a DOT permit wasn’t needed because the providers of various services promoted on the outdoor sign were sponsors of the Heat, concerts and various activities inside the arena. In addition, he insisted, the sign itself was approved by Miami and Dade County.
Marc Le Ferrier, Miami-Dade County Planning Director, told the Miami Herald newspaper he had approved the sign on the assumption that the ads were strictly for arena events.
A Barbados Tourism Authority official in the United States confirmed the marketing deal with both the Heat and the Mavericks and said that the outdoor ad was just a small part of the promotion.
“Most of it was indoors,” he said.
