Home > News > Conn. Adult Store Sponsors Highway Cleanup • Bookmark   • Newsletters   • Register Search Options


Conn. Adult Store Sponsors Highway Cleanup

Conn. Adult Store Sponsors Highway Cleanup
Get XBIZ News
XBIZ Research
Will virtual reality boost the paysite market?
Yes, it will soon
Yes, but in a few years
Out of 179 votes. Results based on votes submitted by members of XBIZ.net social network.
Mar 18, 2009 10:00 AM PDT    Text size: 
HARTFORD, Conn. — LUV Boutique, a small chain of adult stores, has "adopted" stretches of highway in Connecticut, about a year after Gov. M. Jodi Rell denounced billboards as "clutter" ruining the state's landscape and issued an executive order stopping new contracts for billboards on state property.

"I found it kind of amazing after having come off this discussion about billboards and their appropriateness," said Sen. Joan Hartley, D-Waterbury, who recently spotted an Adopt A Highway sign for the LUV Boutique while driving to Hartford.

Under the Adopt A Highway program, which began in Connecticut in 1999, business groups and nonprofit community organizations "adopt" a section of highway and are responsible for litter pickup there. The adopters enter into a contract that includes hiring workers to provide the cleanup.

Department of Transportation spokesman Judd Everhart said a district office evaluated the company's request to appear on the Adopt A Highway signs, as it does with all requests for the program. The office "found no concerns that would warrant not allowing for the placement of the signs," according to Everhart.

The LUV Boutique, which operates stores in Milford and Hartford, Conn., sells lingerie, costumes, videos, magazines and sex toys. Three signs are near the Hartford store, situated along an area of gentlemen's clubs and adult stores that can be seen from the highway. The fourth is near the exit for the Milford store.

LUV Boutique District Manager Bruce Walmer admitted the signs had promotional value.

"It's a cost off the state, a burden off the state to keep the highway clean and have other people clean it up," Walmer said. "As well as getting our name out there. We're a mainstream business."

The Adopt A Highway program is run by Adopt A Highway Maintenance Corporation of Santa Ana, Calif., in states across the country, including Connecticut. Firms and civic organizations typically sign two-year agreements with Adopt A Highway, paying between $250-$700 a month, depending the location of the sign. The money is used to hire people to keep the stretch of highway clean.

"There's no precedent for not allowing this stuff," said Jason Stern, President of Adopt A Highway Maintenance.

In 2008, a chapter of a neo-Nazi organization in Missouri agreed to clean up trash along a half-mile section of highway and two signs noting the group's membership in the Adopt A Highway program were erected. Missouri officials said they had no way to reject the group's application. In 2001, the U.S. Supreme Court issued a ruling that allowed the Ku Klux Klan to participate in the state's Adopt A Highway program, determining that membership could not be denied because of a group's political beliefs. A similar ruling was issued in 2005.

Christopher Cooper, a spokesman for Rell, said the governor sees a difference between billboards and the Adopt A Highway signs.

"The governor's primary goal in removing billboards was to beautify the state and keep inappropriate content off our most heavily traveled highways," he said. "The Adopt A Highway program has strict guidelines on signage and what can be posted on them. These are guidelines the Department of Transportation ensures are followed."

The LUV Boutique has announced plans to increase its Adopt A Highway signs to 12 within the next few months.

More ways to get XBIZ News:  RSS Feeds  |  E-Newsletters  |  Desktop Widget  |  Mobile
Looking for porn star news and behind-the-scene videos? Check out XFANZ.com !


Quality Network Partners Bolster Cam Studio Success

There is a potent dynamic in the cam world between consumers, models, networks and studios, with each playing a vital role in the forging of this erotic ecosystem. One often overlooked factor is the role... More »

Retailers Talk BDSM Shopping Trends

These days, BDSM is so mainstream that it is being depicted in everything from beer commercials to telenovelas. Floggers, paddles, ball gags and handcuffs were once considered the bad boys of adult retail;... More »

Specialty Manufacturers Talk Popularity of Handcrafted BDSM Gear

The proverbial cat is out of the bag for fetishes — and the dog, and the dragon, and a whole other slew of kink accessories that put blindfolds and handcuffs to shame. “Fifty Shades”... More »
Stay informed of the latest industry developments. Get XBIZ newsletters delivered to your inbox. Subscribe today!
Enter email address:

* To manage existing subscriptions click here.

Submit your press release to
multiple news outlets with 1 click.
Subscribe to RSS news feeds or
add free content to your website.
Access XBIZ news and articles
with your mobile device.
Subscribe to XBIZ Premiere magazine, the industry's leading adult retail trade publications, delivering the most timely and comprehensive business news and information to producers and retailers of adult products.


XBIZ Retreat

May 30 - Jun 03
Miami, Florida

XBIZ Miami 2017

May 30 - Jun 02
Miami, Florida

XShow 18+ 2017

Jun 01 - Jun 03
Moscow, Russia

Cam Summit

Jun 02 - Jun 04
Lloret de Mar, Spain
Everyday thousands of business professionals browse XBIZ's industry directory for quality products and services. Not listed yet? Your company could be losing potential new business. Submit your company today!
Use XBIZ RSS feeds to stay informed of the latest industry developments or as a content syndication tool for your website!