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Home My WebLink About2006-11-21; City Council; 18767; Naming the Carlsbad Golf CourseCITY OF CARLSBAD - AGENDA BILL AB# 18,767 MTG. 10/17/06 DEPT. REG Naming of the Carlsbad Municipal Golf Course DEPT. HEADJ6Y CITY ATTY. (j5^ CITY MGR. U^— RECOMMENDED ACTION: Adopt Resolution No._ 2006-303 ., accepting the proposed name for the City of Carlsbad's Municipal Golf Course. ITEM EXPLANATION: In May 2006, a City Selection Committee, endorsed by the City Council, was established for the purpose of soliciting and reviewing suggested names for the Carlsbad Municipal Golf Course. It was determined that the Selection Committee would consist of the following broad base of individuals: 1. One representative from the Parks and Recreation Commission 2. One representative from the Golf Course Steering Committee 3. Assistant City Attorney 4. Finance Director 5. Recreation Director 6. Communications Manager 7. Park Development Manager 8. Municipal Projects Manager 9. One representative from course operator Kemper Sports Management, Inc. The Selection Committee convened and began the process of inviting the public to submit naming suggestions for the Golf Course. In June 2006, a general public notice was sent to the community and a general public announcement was made at the City Council meeting on Tuesday, June 6, 2006 requesting suggested names for the Carlsbad City Golf Course. Submittal forms and collection boxes were accessible at City Hall, the Faraday Center, the City Library on Dove Lane, the Cole Library, Stagecoach Park, Calavera Park, and the Harding Community Center. A notice was also posted on the City's website and an on-line submittal form was made available. In addition, the members of the Parks and Recreation Commission were requested to submit up to five (5) names for consideration. The City received suggested names from Wednesday, June 7, 2006 until Friday, July 14, 2006. Over 700 naming suggestions were submitted from the public during this time period. The Selection Committee met once again to evaluate the pool of suggested names. An initial overall review, analysis and assessment was performed which allowed the Committee to pare down the list to thirty viable naming options. DEPARTMENT CONTACT: Ken Price 760-434-2826 kpric@ci.carlsbad.ca.us FOR CITY CLERKS USE ONLY. COUNCIL ACTION:APPROVED DENIED CONTINUED WITHDRAWN AMENDED Xl1"2' CONTINUED TO DATE SPECIFIC D CONTINUED TO DATE UNKNOWN }tf RETURNED TO STAFF D OTHER - SEE MINUTES D D D D Page 2- Naming of the Municipal Golf Course Each Committee member then performed a more detailed evaluation of the remaining thirty options, utilizing a ratings matrix to rank each submittal by the following criteria: 1. Distinctive 2. Descriptive 3. Creative 4. Memorable 5. Easy to Pronounce 6. Marketable To determine an overall ranking, weighting percentages were assigned to each of the above criteria. Every Committee member's ratings were then tallied and an overall ranking of each of the thirty names was identified. The top five names were selected for further review. Additional discussion and assessment was performed by the Selection Committee, resulting in their final recommendation of a single name for the Carlsbad Municipal Golf Course, which will be presented for City Council's consideration. FISCAL IMPACT: The naming of the Carlsbad Municipal Golf Course will have no fiscal impact. ENVIRONMENTAL IMPACT: The naming of the Carlsbad Municipal Golf Course does not constitute a project, as defined by Section 15378 of the State of California Environmental Quality Act (CEQA) Guidelines, and therefore no environmental documentation is necessary. EXHIBITS: 1. City Council Resolution No. 2006-303 accepting the proposed name for the City of Carlsbad's Municipal Golf Course. 1 RESOLUTION NO. 2006-303 2 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARLSBAD, CALIFORNIA, ACCEPTING THE PROPOSED 3 NAME FOR THE CITY OF CARLSBAD MUNICIPAL GOLF 4 COURSE. 5 WHEREAS, the City Council of the City of Carlsbad, California, has established a 6 City Selection Committee for the purpose of soliciting and reviewing suggested names 7 for the Carlsbad Municipal Golf Course; and8 „ WHEREAS, the Selection Committee reviewed the proposed names which were submitted from the public; and 11 WHEREAS, the Selection Committee has selected and are making a 12 recommendation to the City Council. 13 14 NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Carlsbad, California, as follows: 16 1 . That the above recitations are true and correct. 17 2. That the City Council hereby approve the recommendation of the Selection Committee to name the golf course The Crossings at Carlsbad . 20 21 // 22 // 23 24 25 26 27 -3 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 PASSED, APPROVED AND ADOPTED at a Regular Meeting of the City Council of the City of Carlsbad on the 21st day of November, 2006, by the following vote: AYES: Council Members Lewis, Kulchin, Packard NOES: Council Members Hall, Sigafoose ABSENT: None ATTEST: LORRAINE M. WOOD, City Clerk <SEAL> November 20, 2006 ALL RECEIVE For information of City Council CA , CM , cc 3 Asst. CityDate TO: FROM: RE: ASSISTANT CITY MANAGER RECREATION DIRECTOR CITY OF CARLSBADCITY CLERK'S OFFICE C- CONFERENCE CALL WITH MAYOR PRO TEM HALL AND KEMFER SPORTS MANAGEMENT A request was made by Mayor Pro Tem Hall asking to speak with an exp^t in marketing regarding the recommended name for the City's Golf Course. On Thursday, November 16ih, staff coordinated a conference call with Mr. Hall and Jim Stegar Executive Vice President for Kemper Sports, who is their Senior Sales an > Marketing Executive. Items that were discussed during the call included: • ; • Timing of when the marketing will begin for the City's Golf Course. Mr. S;agall indicated that at the first of the year the General Manager and Mar! stinc Director would be hired and at that time Kemper would start marketing the • olf Course. • Review of the process in selecting the name "Crossing at Carlsbac and vhat role did Kemper's marketing staff play in helping to select the name (Exhibit 1) • How the name for a Golf Course is only one component for developing a branding strategy. The quality of service; quality of the course; and amenities of the course are also key factors in the branding process. An exampk of this was given regarding the Bandon Dunes Golf Course in Oregon. The name for that Golf Course was not a catchy name however; it is ranked as one c; the top Golf Courses in the United States. During the discussion, Mayor Pro Tem Hall requested that Mr. Stegall send him a copy of the Kemper Sports matrix that was used as a rating tool to help the Selection Committee rank the names. (Exhibit 2). Also, enclosed is the overall ranking and scores of the top 34 Golf Course Names from all 10 Committee Members (Exhibit 3) KEN PRICE Exhibits: 1. Community Involvement and Selection Process 2. Rating Matrix and scores of 8 of the 10 selection Committee Members. 3. Overall rankings and scores of Top 34 Golf Course Names from all 10 Committee Members Community Involvement o Public Naming Contest o May submit up to 5 names online or via fax, mail, in-person o Qpenlto general public and City employees Public Outreach Campaign June 7 - July 14 o o o o City's Web Site Press Releases Collection Boxes City Hall, Libraries, Faraday Center, GCommunity Centers Public Announcements Parks & Recreation Commission City Council City Employees arks & Recreation Commissioners EXHIBIT 1 Selection Process o Extensive Review, Analysis and Assessment of Names Considered other golf courses names locally & nationally Inappropriate names Duplicate names Naming criteria Reduced list to top viable names I Selection Process (Cont'd) Naming Criteria o Rating Matrix designed to rank each submittal using the following criteria and weighted percentages: Distinctive (18%) Descriptive (10%) Creative (10%) Memorable (18%) Easy to Say (22%) Merchandising (22%) EXHIBIT 1 Selection Process (Cont'd) o Committee Members rated each of the submitted Golf Course Names o Results tallied by Kemper Sports o Committee reviewed Top Names and recommended "Crossings @ Carlsbad" name to City Council. 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Naming the Carlsbad City Golf Course Selection Committee{Parks & Recreation Commission Representative{Golf Course Steering Committee Representative{Assistant City Attorney{Finance Director{Communications Manager{Park Development Manager{Municipal Projects Manager{KemperSports Management Representative Selection Committee Priorities{Involve the Community{Develop Naming Criteria{Protect the NamezTrademarkzWeb domain name registration Community Involvement{Public Naming Contest{May submit up to 5 names online or via fax, mail, in-person{Open to general public and City employees Public Outreach CampaignJune 7 – July 14{City’s Web Site{Press Releases{Collection BoxeszCity Hall, Libraries, Faraday Center, Community Centers{Public AnnouncementszParks & Recreation CommissionzCity Council{City Employees {Parks & Recreation Commissioners Result: Over700names were submitted Selection Process{Extensive Review, Analysis and Assessment of NameszConsidered other golf courses names locally & nationallyzInappropriate nameszDuplicate nameszNaming Criteria{Reduced list to top viable names To Names…30 Naming Criteria{Rating Matrix designed to rank each submittal using the following criteria:zDistinctivezDescriptivezCreativezMemorablezEasy to SayzMerchandising To Names…10 To names…then…5 FINAL NAME! ™