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Leasing the Right to Advertise…On the Roof [Lowndes Leasing Lawyers]

February 15, 2022

By Quino Martinez and Adam Lewis

Building owners may have a hidden income-generating asset – their roof. Utilizing rooftop space to advertise, by placing a sign or painting an advertisement onto a roof, is a rising trend, particularly in areas surrounding airports, where tourists can view advertisements on their descent into a city. For proof, visit Google Maps and look around major airports to find rooftop advertisements, such as the Target and Allstate logos on rooftops adjacent to O’Hare International Airport. Rooftop advertising has also gained popularity around the Orlando Eye, a 400-foot tall observation wheel in Orlando, Fla., from which rooftops are visible.

Landlords owning buildings on which rooftop advertising is possible could consider their roofs an asset and, in addition to leasing to third-party advertisers, could make advertising a bargaining point in negotiations with prospective tenants. Just like any other type of advertisement space, a rooftop’s value for advertising is based on its visibility. Accordingly, rooftops near tall buildings, airports, and tourist attractions are the most desirable. However, landlords who own buildings farther away from these structures can also generate demand for their rooftops.

One way is to verify that a rooftop is on a commercial airplane’s flightpath. Although they are not near an airport, rooftops are still visible to airplane passengers on their long descents into airports. Because airports generally use the same flight paths, a rooftop on one these flight paths will be visible to substantial amounts of airplane passengers daily, making it an attractive advertising space. Aside from noticing planes routinely flying over their building, landlords can visit websites that track flight paths to determine if their rooftop is on one.

Another way to generate demand for these rooftops is [Read more]

This blog was originally posted on Lowndes Leasing Lawyers.




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Joaquin

Quino Martinez focuses his practice on commercial leasing and real estate investment, development and financing. He represents public and private real estate investors, developers, property management companies, brokerage firms and national lenders, as well as non-profits. 


Being the third generation in his family to be named Joaquin, his parents distinguished him from his father and grandfather by calling him Quino (pronounced “key-no”). Having his name constantly mispronounced doesn’t bother Quino. His clients get it right, and even more significantly, they respect that he gets their business right. No trite statements here; just the facts: Quino cares deeply about his clients, their businesses and their families.

His clients include public and private real estate investors, developers, property management companies, brokerage firms, and, from time to time, non-profits. Quino has represented these entities in the acquisition, financing, development and disposition of multifamily developments, industrial properties, office buildings, shopping centers, restaurants, hotels, golf courses and other resort related developments, retirement communities and vacant land. He has also represented national lending institutions in connection with commercial loan transactions, workouts and loan restructuring.

Whether focusing on commercial leasing, real estate investment and development or financing, Quino takes “ownership” of his clients’ transactions. Described by his clients as a deal-maker, Quino and his team work hard to ensure that their deals close in a timely manner and that their clients’ objectives are met. Qualities honed by his Jesuit education – integrity, initiative in service of others, patience, persistence and excellent communication – have endeared him to clients and colleagues alike. Those same traits afforded him leadership roles with the Board of Governors of the State Bar of Georgia, the City of Orlando Board of Zoning Adjustment and Habitat for Humanity of Greater Orlando. He also initiated a community partnership and sustained mentoring program between Lowndes and the FAMU College of Law.

Licensed to practice law in Florida, Georgia and Texas, Quino is proud to be connected to each of those states (but particularly the Lone Star State), and routinely assists clients in matters in each locale. Mostly, he is proud of his deep relationships with his clients and colleagues – who have no trouble pronouncing his name.

Adam

Adam Lewis focuses his legal practice on real estate development, commercial litigation, finance and transactions, condominiums, commercial leasing, commercial lending, and title insurance.

Specifically, Adam is responsible for contract and lease negotiation and drafting, real estate acquisitions and dispositions, negotiation and structuring of credit facilities and review of title insurance matters. He represents clients in the acquisition, financing, development and disposition of retail centers, hotels, golf courses and other resort related developments, industrial properties, office buildings, restaurants, retirement communities, shopping centers and vacant land.

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