Want to Buy My Hippo?

March 21, 2011 -- Like many other U.S. school districts, the one in Hutto, Texas, north of Austin, is bracing for the deepest budget cuts since World War II.

About $4.8 billion in state aid to education in Texas is predicted to go poof in the next two years. What sets Hutto apart -- along with a few other districts across the country -- is its spirited response. It is cutting costs, of course. But Hutto also is experimenting with money-making schemes; some clever, some inspired, some wacky.

Superintendent Douglas Killian says proudly, "We're doing some weird stuff."

Take the hippo. According to local lore, a hippopotamus belonging to a traveling carnival once escaped in Hutto. Ever since, the school's sports teams have been known as the Hustlin' Hippos. Killian and his board are now trade-marking the teams' cute little hippo logo with an eye to licensing its use on apparel. Hey, if Lacoste can make a bundle with a crocodile, why not Hutto with a hippo?

Or take the buses: The school district has 43 big yellow buses, whose broad sides practically cry out for advertising. So, now they have it. Thanks to a contract Hutto signed with Alpha Media, a company that specializes in putting ads on school buses, the district stands to earn $40,000 in ad revenue this year and $60,000 a year moving forward.

The district accepts only age-appropriate advertisements and rejects any that have sexual or political content or that promote alcohol, tobacco, drugs or gambling.

Or take the vacant lot: The district owns a vacant lot, which it has put on the market, hoping to earn $1.3 million from the sale. Board President Doug Gaul admits, "There've been no expressions of interest yet."

Killian says, "We're having to be creative. We started talking about all this back in September. I met with all the district staff and teachers and asked them for ideas. They've been absolutely cooperative."

Suggestions included such cost-saving measures as removing the mini-refrigerators from classrooms and turning off school parking lot lights at night. These and other moves have resulted in lower utility costs.