On Memorial weekend I personally spoke to 50 people who had traveled to Zuma Beach from many different places. To my surprise not one person I asked enjoyed or were motivated to buy or watch whatever was being advertised by the banners. Indeed, many of them were disturbed by the noise, sight and content of the advertising. Small children were interested in the planes and I heard “What does it say?” a few times. The parents complained about the alcohol advertising. Alcohol advertising even annoyed the teenagers since they could not get it. Other people were frustrated that they finally got away from the TV only to be bombarded by advertisement for TV shows. One woman cried when I asked her opinion of the advertising planes. She said she could taste the fuel. I thought she was being dramatic until I read the June 4, 2007 article in the L.A. Times about a small plane crash into three Upland houses due to a small fuel leak.
I live on the landside of PCH just north of Zuma; where the planes turn around to buzz the beach again. Last year, we had to take our 4th of July picnic inside as the overhead din ruined the ordinary use and pleasure of our yard and deck. The racket could still be heard inside. My sister had traveled here with her family from Tennessee. My “hillbilly” family was shocked as fly-by advertising was banned years ago in the Great Smokey Mountains due to the pollution. When they returned for Thanksgiving we actually had to evacuate with difficulty due to the massive (three days in a row two times a day) septic pumping in the condos in front of us; but that’s another story…
I know cleaning up the water is a priority of Malibu. Efforts are being made to educate people living in the watershed, stricter rules regarding environmental variances, working with AB885 etc…Although the planes do not emit bacteria, fuel emissions are known carcinogens and can not be good for the marine or land life including people who visit or live here, regardless of one’s view on global warming or public health.
Based on my informal market research, this form of advertising should be re evaluated. In addition to the public I spoke with, not one of my neighbors support the fly by bombardment of advertising. Not only are the public a captive audience, but so are we who live here. It is invasive to the senses, potentially dangerous and ineffective.
I pray the city of Malibu will contest this issue with the state regulators, out-of-state advertisers and local companies, which foster this chaos upon us in the name of profit.
Cris Beaty