Board to Consider $100K Outlay for Campaign Targeting Illegal Fireworks

RIVERSIDE (CNS) - The Board of Supervisors is slated today to approve
a $100,000 contract with a media marketing firm to conduct a public awareness
campaign that emphasizes the penalties for illegal use of fireworks in
Riverside County.
  

The Executive Office is seeking the agreement with Fountain Valley-
based 3 Olives Media LLC to handle social media, traditional media and other
messaging focused on fireworks education outreach.
  

The proposed compact would be in effect until June 19, 2027. The same
media company was retained for fireworks safety campaigns in 2023, 2024 and
2025.
  

``A robust public information campaign regarding the use of illegal
fireworks and enforcement programs will enhance the safety of our communities
by lessening associated risks,'' according to an Executive Office statement.
  

The fireworks education effort would focus on highlighting the
county's regulations on pyrotechnics and the penalties that can be assessed for
igniting them around the Fourth of July -- or any other time of year.
  

In April 2021, the Office of County Counsel, in collaboration with the
Sheriff's Department and Cal Fire, drafted amendments to long-standing
regulations codified under county Ordinance No. 858, which prohibits illegal
pyrotechnics.
  

Under the amendments, higher civil penalties were established, ranging
from $1,000 to $5,000. The amount depends on the number of violations
within a 36-month period. The previous fines were between $500 and $1,000.
  

The revisions also created liabilities for property owners who
knowingly permit someone to light illegal fireworks, further increasing
penalties.
  

This year's awareness campaign would rely on roadside digital
billboards, newspaper space, satellite radio, conventional radio and social
media to reach residents.
  

Officers from the Department of Code Enforcement, along with sheriff's
deputies and Cal Fire law enforcement officers, can issue citations and
make arrests.
  

Illegal fireworks can be reported via
https://www.riversidesheriff.org/555/fireworks, or at 800-950-2444.
  

In the coming weeks, all authorized area public fireworks
extravaganzas marking the United States' 250th birthday will be confirmed on
municipalities' websites and via Cal Fire.
  

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