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Hernando Today

Beverage sales, schools, take a hit

Hernando Today photo by JEFF SCHMUCKER

Hernando High School freshman Laura Titus grabs a Coke Zero out of a drink machine near the gymnasium while her friend, Paige Martin, stands by Friday after school.

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By JEFF SCHMUCKER

Hernando Today

Published: November 6, 2009

Updated: 11/06/2009 06:29 pm

Parents who want to help schools afford athletic uniforms, help send teachers to conferences or fund academic achievement awards certificates might need to do little else than urge their children to buy a drink — from school vending machines.
Area high schools in particular are expected to do without thousands of dollars they've come to rely on for athletics, awards, receptions and other student achievement items after the latest contract with The Coca-Cola Company approved this summer cut more than $20,000 from the agreements depending on the school.
In previous years, the company provided as much as $25,000 to $35,000 annually in what is now called "exclusivity fees" to high schools in particular to have drink machines on the campuses. That didn't include 30 percent commission each school also received from sales.
Linda McCosh, director of purchasing, said the district as a whole received roughly $86,000 in commission and exclusivity fees in 2006, about $170,000 in 2007 and $103,000 in 2008.
In middle schools, most machines are located in teacher lounges. Dave Dannemiller, principal of Powell Middle School, said that money — which averages about $500, not including commission — goes toward staff items that is decided by teachers. Typically he said they vote to put that toward purchasing gifts for those getting married, flowers for funerals or other similar items.
In the past, the company also provided $50,000 to the school district to help update scoreboards.
The new contract however provides for $3,000 to each high school in exclusivity fees — about an 88 to 91.4 percent decrease from previous years. Area principals agree that means they have to be more frugal than ever when deciding how to reward student achievement or make purchases for athletics.
Ken Pritz, principal at Hernando High School, said he's not looking to cut any achievement programs or awards. Having recently purchased uniforms, he doesn't foresee there being an issue in the near future with funds for those either.
However, he said it's something he and other administrators are watching.
"I'm more of a guy to sit and wait and see what happens," Pritz said. "But basically, if it's a good program we're going to try and come up with a way to fund it. We just can't rely on just the Coca-Cola money anymore."
Susan Duval, principal at F.W. Springstead High School, said she fears her school will have to start looking to cancel programs and events, such as the honor roll reception.
"It's a huge loss to the district," Duval said. "What we don't want is to get into a situation where we're charging for athletic uniforms or passing more costs onto students and parents."
McCosh said currently there are about 83 drink vending machines throughout the district. In the elementary and middle schools, most of those are located in teacher lounges while in high schools they are slightly more accessible — mostly during after school but still accessible to the cafeteria.
This past summer, McCosh said when reviewing the new Coca-Cola contract this past summer, the funding given by the company was reduced in part to the hard economic times and cutbacks.
She said she tried for the best deal for schools, but with only two main companies in the drink machine bidding — being Pepsi Co. Inc. and Coca-Cola — and during these woeful economic times, options to find good deals are becoming scarce.
"Basically, cash-cow contracts are a thing of the past," McCosh said.

Reporter Jeff Schmucker can be reached at 352-544-5271 or jschmucker@hernandotoday.com.

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