Three proposals for corporate sponsorship of the Golden Gate Bridge have been rejected by its governing board members. The sponsorship advertising ideas seemed modest and discreet; no banners, logos or neon signs on the bridge were part of the proposals. Nonetheless, reports the Oct. 26 San Francisco Chronicle, they brought forth backlash, with calls of “crass commercialization” and more.

Interestingly, according to the Oct. 28 New York Times, the board’s “vote capped an 11-month discussion about corporate partners, which grew in part from public complaints over proposals to increase bridge tolls.” Smart money would say toll increases are forthcoming.

My personal take: I’d rather increase voluntary sponsorships from individuals, businesses and foundations for parks, bridges and so forth than be burdened with higher taxes, fees and tolls. That said, if the same opponents of private sponsorship proposals would tackle crass politicization – naming highways, buildings and airports after politicians – they’d have me as an active ally.