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THE AMMO DEPOT advertisement sign on the Bruins Stadium scoreboard at Ponderosa High School has been covered up at the request of school authorities. Democrat photo by Pat Dollins
A controversy has erupted at a local high school over a store advertising ammunition in the football stadium.
The uproar started after a store in Rancho Cordova, called Ammo Depot, paid for a sign on the stadium scoreboard at Ponderosa High School. Apparently school officials at El Dorado Union High School District thought the sign was inappropriate and ordered that it be turned around.
Chris Hoffman, superintendent of the El Dorado Union High School District, said “firearms and ammo are prohibited on campus so is advertising them the right thing to do? We’re a school, so is this the right place to do this? It’s worth having a conversation about.”
The company also issued a press release after the school’s decision. In part it says, “on Friday, Aug. 17, school officials, in defiance of school and district policies, covered Ammo Depot’s advertising on the scoreboard. The school has turned the sign/advertising around, giving the impression that the advertisement/sponsor is in distress or that there is something wrong, when, in fact, the Ammo Depot’s sign was both approved and paid for before it was displayed on the scoreboard. By turning the sign around or covering it up, not only is advertising deprived, but it becomes a point of negative advertising — a condemnation by the school purely because a few administrators dislike shooting sports.”
Lungren said the company had previously signed an advertising contract with the Ponderosa Bruin Den, a volunteer group that handles advertising and raises funds for the school’s football program. Lungren said Ponderosa Bruin Den officials were the ones who approved, manufactured, and mounted the sign.
“The school administrators have violated their own policies by flipping the sign,” said Lungren. “They shouldn’t use school policies to implement their personal bias.”
Lungren said his family owned company is a longtime supporter of groups in the county, including Ponderosa High’s Future Farmers of America program, Union Mine’s High School Football, and Boy Scouts. “I grew up in Rescue and my siblings and I all attended Ponderosa High School,” he said.
“We are trying to work towards a solution,” she said.
Garrett said the issue was not with the sign but rather its design, which she described as red with bullet holes through it. “We have nothing against the people or the establishment.”
Hoffman said he had a meeting scheduled on Tuesday with people from Ammo Depot. Saying that the decision to flip the sign was not a personal thing, the superintendent said he and his son are themselves signed up for firearms training in September.
Lungren said they had no problem redesigning the sign and the words on it to focus more on the firearms training they offer. “We’re happy to change the design of the sign. All we wanted was the sign back up.”
Contact Dawn Hodson at 530-344-5071 or dhodson@mtdemocrat.net. Follow @DHodsonMtDemo on Twitter.
Would the same thing have happened if a church ad were there?
I am in shock over the lack of common sense here. Do people really think that it is ok to advertise ammunition sales on a high school campus? Ever heard of a school called Columbine? I agree 100% with Mr. Hoffman, this is not the place for this sign. So before you start calling me a left wing bleeding heart liberal, let me set the record straight, I am a right wing gun carrying Rebulican! Damn proud of it! I really think that this is a no brainer. You do not see schools advetising Tobacco or Alcohol on campus do you? Ammo Depot, take your sign and put it up in a more appropriate place of business. Legal Action? Give me a break! You are probably getting more attention from the controversy than you ever would have got from your sign. Fight the fights that are really worth fighting over.
Ruth I think its just fine to advertise ammunition at the High School. In the last few years I’ve noticed a dramatic increase in high school sponsored and condoned shooting sports locally. To be a little more specific there were nine schools within our region that applied for NRA Grant funds for their various shooting and trap activities in 2012.
Ammo Depot is a legitimate business willing to support youth sports activities at the high school. Today’s “youths” have a variety of interests, shooting sports is one of them.
We are fortunate to live in a county that strongly supports your second amendment rights, that includes your right to be a “right wing gun carrying Republican”. It would be irresponsible to conceal shooting sports from our youths.
According to Ruth’s twisted logic the Lee’s Feed ad should also cause animal abuse and the Auto repair ads should make someone go out and pour sugar in their neighbors gas tank…..
Ruth,
Would a bail bond ad be inappropriate? I remember when I muscled Chuck into sponsoring Pondo Football. The fact is that Pondo Boosters cashed the check, paid for the sign and placed it on the score board. Why is Principle Garret asked for quotes. Shouldn’t the President of Pondo Football boosters be interviewed? As a person who helped pay for the new scoreboard as well as have had numerous children attend Pondo, combined with the fact that I’m a life member of the NRA. I would have to say that an ad with bullet holes in it is inappropriate. Let them design a new sign.
Seriously, I am amazed each and everyday what get’s the attention of a few. Leave the sign. I frankly don’t think a student is going to see the word “ammo” and decide to shoot someone. No, I think it starts at home with the parents.
LEAVE THE SIGN!
Solution: Allow all kids to conceal carry at school, school events and on school buses. Easy. Really.
I guess my “twisted” logic is this. Alcohol, Tobacco and Weapons are all banned items not allowed on campuses through out the state of California, not just El Dorado County. I don’t know of any of our high school’s that actually participate in “Shooting Sports” on campus since weapons are banned on school premises. I don’t believe that any of the “shooting sports” are CIF sanctioned programs either. I am sure there are plenty of students who participate in programs like that through out the county. But, I don’t believe they are doing so through the high school. Why? Because weapons are banned from being on campus! Also, read the district dress code. My student was told to turn her t-shirt inside out because it was “advertising” one of these banned items. Again my “twisted logic” says that if you can tell a student to turn their t-shirt inside out because it is advertising a banned item, then why would you turn around and advertise banned items on campus? Is that not sending mixed messages to our youth?
Marketing question –> What Audience are they trying to reach?
Well Ruth I can assure you there are at least nine high schools within our region that do participate in shooting sports activity. As a side note there are some provisions within the California Penal Code that do allow fire arms on school campuses.
Dink, to answer your question on marketing, one would have to assume they want to reach each and every potential customer they can. After all some of the people in attendance at the football games must have a need for ammunition.
This is an issue of COMMERCIAL FREE SPEECH – not a gun issue. Since the school is a government body, and it, or its booster group, accepted the benefit of the money, it is obligated to provide the contracted service or refund the money.
Removing the sign BECAUSE an official feels it is offensive or inappropriate is not defensible, anymore than an official from the county bulldozing your home because you spoke out at a meeting.
If the school has a law or rule on the books addressing the issue, then it should have never placed the ad, so refund the money.
The school’s position will have to pass the supreme court’s Central Hudson Test, a four part test used to determine if the restriction is based on content.
1. Is the expression protected by the First Amendment? For speech to come within that provision, it must concern lawful activity and not be misleading. The ammo business is lawful. The ad most liklely isnt misleading. Moreover, the decision appears to be based on an administrators personal opinion. So the ammo stores rights are violated.
2. Is the asserted governmental interest substantial? If no law has been written, then this is questionable. 1st ammendment rights violated.
3. Does the regulation directly advance the governmental interest asserted? Without a written rule on the books, the administrator is using personal preference rather than legal reasoning to determine if someone should be silenced.
4. Is the regulation more extensive than is necessary to serve that interest? The ammo firm seems to have been blindsided and not offered to change the content despite being willing. Again – 1st amendment rights violated.
The governemt can make rules about content in this space as its government property. But they have to be spelled out in advance, and discussed in public forum.
The school should have asked counsel before they made this move. Its scary that a person charged with educating our kids can ignore the very material they are charged to teach.
Actually I find ammo cheaper at Big 5 and Walmart than at Ammo Depot.
Notice — Corporations advertize on the Sunday Morning political shows. You don’t see commercials for Kids Cereal. Next point: Who is going to be practicing on the FOOTBALL FIELD? Students…. They will see that sign MORE than any parent. Would it be all right if it was an advertisement for cigarettes? or how about Beer? Think about the “Marketing”…. it costs money…are they spending the $$$ to reach the most likely customer?
The ad isn’t for Alcohol or beer. What if it was an ad for the Democrat Central Committee and a staffer from the school after contract was signed and money was exchanged decided arbitrarily to turn sign around and not refund the money? Very dangerous precedents would be set here. What if it was for Big 5? They sell guns and ammunition. So did Jefferson write a letter discussing a separation of sporting goods and state? The question is who makes the rules? And under who’s authority?
Mr. Steers makes a good point ….While it is illegal for those under 18 to smoke cigarettes and drink beer it’s not illegal for those under 18 to use firearms…..If it’s not illegal, yet someone takes it upon themselves to ban it, I’ll bet you dollars to donuts it because of their person Liberal agenda ….Besides, everyone should appreciate the fact that there have been many times through the history of our nation that young men under 18 took up arms in defense of country, home and family… It’s that bold American concept called the 2nd Amendment that gives Liberals so much heartburn, so they do everything in their power to chip away at it everywhere they can even in our public schools where it should be taught…….
This ad cost $$$…. A good business puts $$$ in reaching their customers…. So Carter and Steers proves my point…. The ad was to reach the STUDENTS…. 14-17 year old…. BUY your amo…
Ammo is bad, and spoons make us fat.
Remove the sign, refund the money, and put up a condom ad for a family planning (abortion) clinic.
Remember Ammo – Bad. Slutty Kids – Good.
Pseudonym Dink,
It must be in the Progressive’s DNA to jump to conclusions for your own personal expediency. First The ad was an ad. Second the business owner is an alumni to the school. Third children 14-17 can not buy ammunition. Their parents can. I don’t find a sporting goods store to be an offensive advertiser. The School Board does get to make that decision. I’ll await their decision.
Kudos to Ammo Depot for stepping up in support of our local schools and sports programs.
At a time when our schools are struggling for funding, and facing the very real possibility of more budget cuts if Gov Brown’s tax initiative fails in November, one would think that the district’s and students’ best interests would be served by encouraging local business contributions. Instead, the district has picked a fight that will absorb time, energy, and money that would be better spent educating the children in our community.
I love small towns! Where else does an insignificant decision like this get to be made into such a big deal?
Jay,
It’s actually making national news
To R.Grant,
Believe it or not but the University of San Francisco has a competition shooting team that competes against other colleges and universities. Chuck Holland runs the NRA in this region, I’m sure that he would be happy to back a competition shooting team at Ponderosa. Probably could get Ammo Depot to sponsor also.
typical liberal garbage at work in Kalifornia.
No, the advertising on the scoreboard is not meant to target the kids. Thank God it is not; even if they had the money to buy a new car from Thompson’s, they might go crazy and drive the darn thing-you know how many kids get killed by cars (without drivers of course). This is simply one group’s polical agenda over good business practice, the support of our sports teams and the first & second amendments. At least it couuld bring up a good conversation in class, if the teacher is not drinking the same coolaid.
I totally agree with the school district. My 3 small childern will someday go to school and the less the advertisment with the bad things in this world the better it will be it won’t be directly in front of them for them to come up with ideas. either way if it stayed up it will just cause many problems for the parents and children as well as the school. There will be people for it as just like the company. There will always be people against it. What is right? It is to look out for our children and keep them safe. If this is up when my children go to school I wouldn’t have them going to that school. I understand that the company says well they put it up. It may have been okayed from an employee thinking it won’t be a issue they are paying for the space and we get sponsered; however being a company they should understand what is apporiate and what is not in school and around children and honestly I can’t believe a company could agree that this is approiate. Kids will do things either way however we are supposed to be and show good influenece and this is not either way you look at it. My lil sister whom there is many years apart between us is a senior there and have had people threaten her with guns and even made a fake one and pointed it at her, and then this advertisment the kids just think that the school will be okay with this beacuse of the sign that is posted. I agree it should of been turned around. However the school with this incident with my sister was never resolved and they got away with it and it led to fights between students with her and her boyfriend and things got messy and yet the school did nothing. I am kinda surprised that they are with this since they didn’t with my sister’s situatiuon. However again the sign ammno depot should not be posted, should be taken down and I think any court or judge would agree, in today’s world things are not like they used to be there are many concerns and worries for our children and even the staff at schools and we aren’t even in the city where stuff happens constantly.
I don’t believe it starts all at home. Each person is different and thinks different no matter how good you raise them although we try to show our love and support. I am sorry that some people think that this sign is okay. I do agree if they want to redesign it and say something like learn to be safe, but advertising ammno is like advertising the gun as well and yes sometimes all it takes is a student to see it and can trigger something. The people that say leave the sign the way it is is the reason the children in todays world is the way they are because the parents don’t FREAking care as refering to the comment leave the freaking sign. parents need to take more time with their kids and know about these things no matter what there age. we are parents and are supposed to look out for them in any possible way and this is one of them. There will be many pros and cons and disagreements about this. reality is someone and it only takes one to take this sign seriously and take it a a sign to do something. Wheteher it is a teacher, student, parent, child, etc. we already had a principal die from a shotting from one of their own employees and we don’t need more crime… I am for learning and staying safe so if they can come up with better design and wording then I would totally okay with that, but you have to think the way kids think somethings even adults. Depression, loneliness, upset, anything at all can trigger anyone.
Church is good and is the word of god and I don’t agree with what they are doing with that at schools either. College and universties may have sports that deal with ammno and guns however it shouldn’t be allowed in h.s and with such a young age group. Staying safe is the main concern and I don’t know of any school k-12 up in this area that allows it. Condoms ads, alchol, guns, ammno, tobacco, peircing etc. shouldn’t be allowed there is such things called peer pressure and we try to teach our kids not to give in but it happens all the time and it even just takes a dare. Look kids are gonna do what they do but we can try to prevent it.. Things have changed so much since I was in high school and that was only 10 years ago when I was a senior at El dorado high. Kids are getting pregnant more and at even younger ages, smoking, drinking, etc is more common, and crimes are happenuing more in schools. We should feel safe that we are sending our kids to school however it is becoming a day to day worry when I even send my daugther whom is in kindergaerten and my 3,4 year old to preschool. I worry about them outise of school and if someone will just walk into the class room. There are precautions and it makes me feel a lil better but having this sign up is not a precaution. many signs can be taken out of content it is up to the school to decide and I think they made a good choice with this one. If another ad put a message that could invlove crime or hurting them I would be against it too. I don’t even want to get into the church debate, there is nothing bad with that message and nothing bad could come from an ad about church a legiate one that is. I am the way the truth and the life and the only way to get to my father is through me (jesus).
Advertising ammunition is inappropriate in a school setting. Trying to tie this into a debate on freedom and rights is ridiculous. Give back the money, admit the mistake, and move on.
What are you smoking? If you libs thought the school could influence the kids, you would not be forcing the employees to hand the condoms.
ps-the kid’s safety and morals are my responsibility as the father, not yours and not the principal’s.
pss. My kids are 14 and 16. Only one drive a car. They both go shooting with me. They are both a students and tae kwon do instructors=both being black belts. They are both athletes at pondo. They had no clue what was on the score board till the administration screwed the pouch.
I will be responsible for my kids; how about you all handle your own responsibilities?
Great points Bill, One of the first responsibilities parents have is to educate their children. Using your examples it’s first the parents responsibility to teach their kids about sex, (yes even condoms) tobacco, alcohol, and firearms. Secondly, they gain further education in our schools. By doing so you take the child’s natural curiosity out of the equation and enable him/her to make more educated responsible decisions. In the past 20 years or so the liberal minded parents have simply dropped their children off at school as if it were the babysitter and expected the “system” to do the parenting for them. Parents need to take a more responsible part of their children s lives and teach them about today’s world. Shooting sports are here, alive and well. We shouldn’t allow a liberal minded administrator with a personal agenda to make these decisions.