Golden Gate Bridge: Your Ad Here

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The rebranding and repackaging of America marches on… The SF Chronicle reports that the cash-strapped Golden Gate has hired a consultant to look for corporate sponsors:

The consultant’s recommendations could include installing signs at the south visitors area or on benches and sidewalks at the ends of the bridge.

“This is not a naming rights deal,” cautioned bridge spokeswoman Mary Currie. “It’s more of a behind-the-scenes, low-key, corporate partnership, much like the Proud Partners Program in the national parks.”

[snip]

According to the pending contract, “the sponsorship program must enhance the value of the Golden Gate Bridge’s ‘brand’ and its image as an internationally recognized icon of historical engineering and architectural significance.”

Bartram and Currie said the district’s plans follow the lead of the National Park Service’s “Proud Partners Program,” which has raised $100 million from corporations such as Discover and Ford Motor Co. Currie noted that signs at trailheads in some parks greet hikers with: “This trail brought to you by Ford.”

Hopefully any Silicon Valley companies thinking about getting a piece of the bridge will consider the cautionary tale of microchip magnate Max Zorin’s unsuccessful 1985 attempt to use the bridge in his bid for world corporate domination.

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DEMOCRACY DOES NOT EXIST...

without free and fair elections, a vigorous free press, and engaged citizens to reclaim power from those who abuse it.

In this election year unlike any other—against a backdrop of a pandemic, an economic crisis, racial reckoning, and so much daily bluster—Mother Jones' journalism is driven by one simple question: Will America move closer to, or further from, justice and equity in the years to come?

If you're able to, please join us in this mission with a donation today. Our reporting right now is focused on voting rights and election security, corruption, disinformation, racial and gender equity, and the climate crisis. We can’t do it without the support of readers like you, and we need to give it everything we've got between now and November. Thank you.

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