A mass roll-out of new taxi shelters in key locations throughout Dublin city centre is scheduled to happen over the next two weeks. The first prototype shelter was located on O'Connell Street in June of last year, and soon these structures will become a familiar sight through out Dublin.
Designed and supplied by outdoor advertising agency Adshel, the public structures are a marriage of commercial opportunity and public service. Similar in design to bus stops, the new shelters will be sited at 23 key locations throughout the city, providing outdoor advertising space as well as shelter and seating to members of the public waiting at taxi ranks.
While the Clonskeagh-based Adshel, which also operates Dublin Bus shelters, information kiosks and public toilets in the city centre, will maintain these structures, it will pay rent to Dublin Corporation. Depending on locations, rent per shelter will vary but is estimated at a percentage of the annual advertising revenue.
Christy O'Sullivan of Adshel said that in a strong economy the value of these outdoor advertising sites is huge. "We provide the structures free and maintain them continually. All the sites are very high profile, quite a high percentage are in city centre locations. A strong economy commands a full rate card and right now is a great time for this initiative," she said. She pointed out that Adshel have considerable experience of maintaining such public structures in Dublin as they operate all Dublin Bus shelters.
The locations that have been approved by the Corporation's Planning Department are Eden Quay, Sussex Road at the Burlington Hotel, Aston Quay, Earlsfort Terrace, Foster Place, Parnell street, Barryscourt Road, Ballyfermot Road, Grange Road in Donaghamede, Crumlin Shopping Centre, Charlemont Mall, Marino Crescent, Eccles Street, Fassaugh Avenue, Terenure Road North, Crumlin Road at the hospital, Military Road in Rathmines, Amiens Street, Lansdowne Road, Main Street in Finglas, St John's Road West at Heuston Station and Howth Road, Raheny.
Street furniture that incorporates advertising is common feature of international cities. This trend is held as a good example of private-public partnership as the facilities are usually maintained to a high standard and advertising turnover is quite substantial. The quality and designs put forward by private companies are also thought to be superior and more sympathetic to streetscapes than those coming from public funded bodies.
A subsidiary of US multinational Clear Channel, Adshel operate in 25 countries around the globe and have a high profile in international cities like London, Belfast, San Francisco, Sydney and Stockholm.
Under the remit of Dublin Corporation's Traffic Department, the contract for the provision of the shelters went to public tender last year where Adshel beat off international competitors JC Decaux to win. Assistant Principal Officer at the Traffic Department, Eileen Brady, explains that the decision to improve facilities at taxi ranks was made following a published review of the hackney and taxi sector in 1998.
Lighting, seating and shelter from rain were identified by businesses, the taxi in dustry and customers as the prime areas to be tackled and improved. Selection was made on a num ber of criteria including design, overall functionality, passenger visibility, attractive appearance, experience of firm, financial capacity of the firm, maintenance programme and the proposed financial contribution to be paid to the Corporation. The plight of Dublin's late night taxi-taking public has received much media publicity in recent times.
Customers often found themselves standing at taxi ranks for up to two hours during the peak weekend hours, and while the shortage of taxis is an issue being addressed by the Minister for Environment with relevant legislation, the provision of facilities will be a boost. Making the shelters vandal-proof was a concern of the Corporation. A litter bin, telephone kiosk, lighting, seating and public service information panel are provided at each individual station. Two back to back six- sheet advertising panels on one cheek wall will be permitted at each location. A prismatic unit or a rotating unit may also be incorporated.
