summary of environmental scans

7/29/2019 Summary of Environmental Scans

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Alcohol Advertising in Fond du Lac

Conducted by:

STAAND (Students Taking Action Against Negative Decisions)

A Youth Action Team of Drug Free Communities of Fond du Lac County

REPORTMay 2011


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Purpose:

To determine the level of alcohol advertising that underage youth are exposed to in Fond du Lac.

Background Information:

Recent research has indicated a correlation between the level of alcohol advertising and underage

drinking. In the Journal of Pediatrics and Adolescent Medicine, the study,Effects of Alcohol

Advertising Exposure on Drinking Among Youth (January 2006), concluded that youth who saw

more alcohol advertisements on averagedrank more. Another study in the Journal of Adolescent

Health titled,Early Adolescent Exposure to Alcohol Advertising and Its Relationship to

Underage Drinking (June 2007), found that 6th

and 7th

graders exposed to high levels of alcohol

advertising are 50% more likely to drink than children to low exposure of such marketing.

In the April 2010 Alcohol, Culture and Environment Workgroup Report Changing Wisconsins

Alcohol Environment to Promote Safe and Healthy Lives, the Wisconsin State Council on

Alcohol and Other Drug Abuse (SCAODA) has 6 recommendations regarding how

municipalities should limit alcohol advertising to prevent youth overexposure to alcohol

advertising. Including, banning alcohol within 500 feet of school, parks or churches, banning

alcohol advertising on public property, limiting alcohol banners over streets, raising alcohol

displays to above 36 inches from the floor and limiting the portion of a window that can be

covered in advertising viewable from the exterior.

Finally, 31% percent of Fond du Lac School District 8th

, 10th

and 11th

grade students in 2010

thought the community is actively encouraging alcohol use or thinks it is OK for people their age

to use alcohol in the ways that alcohol products are advertised, promoted and sold.

Method:

From March 15 through April 29, 2011, eleven 9th

, 10th and 11th

grade STAAND high school

students conducted environmental scans throughout the City of Fond du Lac of 117 alcohol

licensed establishments. A list of all alcohol license holders in the City of Fond du Lac was

obtained from the Municipal Clerks Office, and divided into 9 classifications

(table 1).


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Using Main and Johnson Streets as dividing lines, the city was sectioned into seven geographic

regions that had approximately fifteen establishments in each (table 2).

Table 2: Geographic Division of City

Car Starting Point

Main Street 1 Lakeside Park

Main Street 2 Johnson Street

Main Street 3 Division Street

Main Street 4 Fourth Street

Main Street 5 Fourteenth Street (end Pioneer Road)

Johnson Street 1 St. Mary Springs High School

Johnson Street 2 Park Avenue (end Menards)

Students were formally trained by adult members of Drug Free Communities of Fond du Lac

County on March 15, prior to beginning the scans. The training consisted of familiarizing

students with the objectives of the scans, the process of scanning, the scan sheet used to record

the data, and the city ordinances regarding advertising. Photographs of sample establishments

were also shown to demonstrate compliance and noncompliance of city ordinances assessed.

There were two high school students and one adult in each car. One student completed the

assessment while another took photographs of unusual and excessive alcohol advertising. The

drivers were Drug Free Communities of Fond du Lac County adult coalition members. The adult

drivers went through the same training for the purpose of understanding the objective and the

process of the environmental scan. Students who completed the assessment participated in the

training and obtained written parental permission.

Table 1: Classification of License Holder

Type Quantity %

Bar 35 30%

Convenient /Gas 18 15%

Restaurant 38 33%

Convenient Store 6 5%

Liquor 2 2%

Entertainment 5 4%

Hotel 2 2%

Supermarket 8 7%

Other 3 2%

Total 117 100%


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Results:

City Ordinance 1: Special Signs and Devices 11.12E.10: The first ordinance assessed from the

City of Fond du Lacs Zoning Code is Special Signs and Devices 11.12E.10 which states, Signs

affixed to the interior of a window surface shall not exceed more than twenty-five percent of the

window area. No sign shall be affixed to the outside surface of any window, except for signage

as may be allowed by this ordinance.

In order to determine compliance of this ordinance, STAAND members estimated the percent of

total window surface that was covered by advertising (table 3).

A total of 56 establishments or approximately 1 out of 2 had 25% or more of their window area

covered with advertising. The types of establishment least compliant were Bars (51%),

Convenient /Gas (21%) and Restaurants (8%).

In addition, STAAND members assessed the percent of total window advertisements that were

alcohol related (table 4).

Table 3: Establishments Not in Compliance

Type 25% % Non-Compliant By TotalBar 29 51%


Restaurant 8 14%Liquor 1 2%

Hotel 0 0%


Other 0 0%

Entertainment 1 2%

Supermarket 1 2%

Total 56 100%

Table 4: Alcohol and Non Alcohol Advertisements on Windows

Type Non-Alcohol Ads Alcohol Ads

Total % of Alcohol

Related Ads

Bar 80 (23%) 184 (48%) 70%Convenient Store 64 (18%) 34 (9%) 35%

Convenient /Gas 148 (42%) 81(21%) 35%

Entertainment 2 (


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The total percent of alcohol advertisements on the windows of the licensed establishments was

52%. The types of establishments with the largest number of Alcohol Advertisement displayed

were Bars (48%), Convenient Stores/Gas (21%) and Restaurants (16%) (table 4).

City Ordinance 2: Special Signs and Devices 11.14E.10: The second city ordinance assessed

focused on posters, banners, flags, and free standing signs not affixed on windows. The

ordinance Special Signs and Devices 11.14E.10 states, To advertise a special sale or event, a

temporary outdoor display may be utilized on the property where the event is located. A portable

changeable copy or electronic message center sign to advertise a community or charitable event

may be utilized off-site on private property that is not occupied by a residential use. An outdoor

display shall be permitted quarterly for a 15-day period, upon issuance of a permit from the

Building Inspector. An outdoor display may include two of the following elements: streamers,

pennants, one banner, one portable sign, one inflatable or 3 dimensional product sign.

Advertising devices shall not be mounted on a roof or attached to fences, trees, traffic signs,

directional signs or utility poles. No part of a display shall encroach into and/or over the public

right-of-way or be situated so as to obstruct or impair vision or traffic, or in any manner create a

nuisance, hazard or disturbance to the health and welfare of the general public.

STAAND members counted the number of posters, banners, flags, and free standing signs that

were advertising alcohol (table 5). Upon conducting the environmental scans, the students did

not collect information regarding whether or not each license holder held a permit for the quarter.

Table 5: Outdoor Displays Promoting Alcohol

Type Outdoor Display %

Bar 11 31%



Entertainment 0 0%

Hotel 0 0%

Liquor 1 50%

Other 0 0%

Restaurant 3 8%

Supermarket 1 13%

Total 21 18%

The types of establishments with the largest number of alcohol advertisement displayed were

Liquor Stores (50%), Bars (31%) and Convenient/Gas (22%) (table 5).


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Conclusion:

As a result of conducting the environmental scans, STAAND members gained a better

understanding of the message the Fond du Lac community is portraying to youth about alcohol

in the way it is advertised. Young people, in general, are very observant of their environment.

It is alarming that half (48%) of the establishments violated the window signage ordinance. It is

additionally alarming that 31% of 8th

, 10th

, and 11th

grade students in 2010 thought that the

community is actively encouraging alcohol use or thinks it is OK for people their age to use

alcohol in the ways that alcohol products are advertised, promoted, and sold. The data concludes

that the Fond du Lac Community is sending the wrong message to its young people about

drinking alcohol.

Since underage drinking is a significant contributor to youth alcohol-related motor vehicle

crashes, other forms of injury, violence, suicide and school and family problems associated with

the underage use of alcohol, limiting youth overexposure to alcohol advertising is a major public

health goal. By joining these efforts, Fond du Lac can send the message to their young people

that the consumption of alcohol is not engrained in its culture.

Recommendation:

In response to these environmental scanning results STAAND requests the City of Fond du Lac:

Conduct a regular formal surveillance of Special Signs and Devices 11.12E.10 and SpecialSigns and Devices 11.14E.10

Educate local establishments on the city ordinances regarding advertising and guidelinesregarding how to comply

When making future decisions regarding alcohol licensing in Fonddu Lac, factor in theeffects those decisions will have on youth and underage drinking.

Support a youth driven campaign countering alcohol advertising in the community.


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Appendix A: Report Card


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Type: SM G B L CS P CC: Gas Food Other, Specify _______

Store Name Windows and Doors(Neon and Other Signs)

Building and Fences

(Posters, Banners, Flags)M#___ B#___ C#___ G#___ MB#___

Cr#___ MH#___ I#___ L#___ K#___Other:

M#___ B#___ C#___ G#___ MB#___

Cr#___ MH#___ I#___ L#___ K#___Other:

M#

Cr#Oth

Total

AlcoholAdvertisements

Windows: Total Number of Non-Alcoholic Advertisements

Windows: Percentage of Windowcovered by all advertisements

#

%

# %

ChSto P P

Type: SM G B L CS P CC: Gas Food Other, Specify _______Store Name Windows and Doors

(Neon and Other Signs)Building and Fences

(Posters, Banners, Flags)M#___ B#___ C#___ G#___

MB#___Cr#___ MH#___ I#___L#___ K#___

Other:

M#___ B#___ C#___ G#___ MB#___

Cr#___ MH#___ I#___ L#___ K#___Other:

M#__

Cr#_Othe

Total

Alcohol

Advertisements

Windows: Total Number of Non-

Alcoholic Advertisements

Windows: Percentage of Window

covered by all advertisements#

%

# %

ChecStore Pub Par

Type: SM G B L CS P CC: Gas Food Other, Specify _______Store Name Windows and Doors

(Neon and Other Signs)Building and Fences

(Posters, Banners, Flags)M#___ B#___ C#___ G#___

MB#___Cr#___ MH#___ I#___

L#___ K#___

Other:

M#___ B#___ C#___ G#___ MB#___

Cr#___ MH#___ I#___ L#___ K#___

Other:

M#__

Cr#_

Othe

Total

Alcohol

Advertisements

Windows: Total Number of Non-

Alcoholic Advertisements

Windows: Percentage of Window

covered by all advertisements#

%

# %

Chec

Store Pub Par


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Appendix B: Report Card Directions


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Appendix C: Pictures


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For additional information about the Alcohol Advertising in Fond du Lac contact:

Drug Free Communities of Fond du Lac County at 920-906-6715

Taylor Putz, Youth Specialist

Chris Christensen, ATODA Program Grant Coordinator

Janet Lloyd, Drug Free Communities Grant Coordinator

summary of environmental scans

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