HomeMy WebLinkAbout2014-02-11; City Council; 21504; Adoption of Council Policy Corporate Marketing PartnershipsCITY OF CARLSBAD - AGENDA BILL
AB# 21,504 ADOPTION OF PROPOSED CITY COUNCIL DEPT. DIRECTOR
MTG. 2-11-14 POLICY ON CORPORATE MARKETING CITY ATTY.
DEPT. CM Office PARTNERSHIPS CITY MGR. ^4
RECOMMENDED ACTION:
That the City Council ADOPT resolution No. 2014-025 APPROVING a new City Council
Policy Statement on Corporate Marketing Partnerships.
ITEM EXPLANATION:
The City of Carlsbad, like many public agencies throughout the country, seeks sjaonsorships for
programs and events, such as the TGIF Jazz in the Parks concert series. Teen Scene and the Citywide
Trails Program. The city has also entered into naming arrangements with individuals and organizations
for city buildings, sports fields and other city-owned assets. These sponsorships arrangements and
naming opportunities are currently handled by individual departments without the benefit of a
comprehensive citywide strategy or policy.
On July 16, 2013, city staff presented a proposed corporate marketing partnerships program to the City
Council for consideration. "Corporate marketing partnerships" is an umbrella term to describe a
variety of programs that enable corporate entities to support city programs, events and services while
generating exposure for their brands among city audiences. Centralizing the city's corporate
partnerships under a unified program and policy would help ensure the city is getting the maximum
value from these arrangements while minimizing the duplication of efforts that exists currently. An
umbrella program would also enable the city to more easily combine more than one event or asset into
packages that would potentially attract larger, more long term and lucrative partnerships.
Staff recommended first creating a policy outlining parameters for potential partners to ensure they
are not in conflict with community values (types of companies) and that the program is in line with
community aesthetics. Staff also recommended that partnerships be designed to complement not
compete with groups that already provide revenue for city programs, such as Friends of the Library,
Friends ofthe Arts, Carlsbad Library & Arts Foundation and Friends of Carrillo Ranch.
At the July 16, 2013 meeting, the City Council directed staff to develop a Corporate Marketing
Partnership policy and pursue two proposed programs. One is a "proud partner" program, which
would enable corporate entities to enter into various "packaged" sponsorship agreements with the
city. The other is a master vending contract that would consolidate all vending contracts on city
property with one company.
DEPARTMENT CONTACT: Kristina Ray, city communications manager, 760-434-2957 or krlstina.ray@carlsbadca.gov
FOR CLERK USE. X COUNCIL ACTION: APPROVED X CONTINUED TO DATE SPECIFIC •
DENIED • CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF •
WITHDRAWN • OTHER - SEE MINUTES •
AMENDED • REPORT RECEIVED •
"Proud partner" program
Under a "proud partner program," the city would package key city events, such as TGIF Jazz in the
Parks, with other programs (Adopt a Trail, Triathlon, aquatics programs, facility naming rights, etc.) In
customized public/private sponsorships packages. The city would then negotiate with interested
companies for a set of rights and entitlements, such as signage and use ofthe company logo and a
"proud partner ofthe City of Carlsbad" tag line on city printed materials.
The city would prepare a request for proposals targeting local companies as well as national brands.
Once negotiated, each proposed partnership arrangement would be presented to the City Council for
approval. The proud partner program is very flexible, allowing the city to present opportunities to a
wide variety of companies that could be interested in a single opportunity, such as facility naming
rights, or a package of opportunities that includes programs and events.
Beverage and snack vending
The city currently takes a decentralized approach to food and beverage vending, with various
departments and employee associations contracting for this service with different companies. This
program would centralize all vending with an exclusive vendor contract (e.g., Coca-Cola, Pepsi,
Canteen, Snapple) that would deliver guaranteed revenue streams and value-added programs that
benefit the community (such as donated bottled water for city events).
To ensure the proper fit with Carlsbad community values, staff recommends adopting a "healthy
beverage and snack" criteria as part ofthe vending contract, meaning a certain percentage ofthe
offerings must be low calorie and/or low sugar.
Since employee associations manage contracts for and receive revenue from some vending machines
now, a master vending contract could displace these association-run contracts. The city could consider
sharing revenue with associations if desired.
To implement this program, the city would prepare and distribute a request for proposals to vending
companies and bring forward a recommended contract for the City Council's review and approval.
Policy
While such programs present opportunities to generate revenue that can be used to support city
services and facilities, they present a number of legal and policy issues that should be clearly defined
and addressed prior to implementation.
The proposed policy addresses issues related to the law and community aesthetics that could arise
from such partnerships while allowing adequate flexibility to negotiate mutually beneficial partnership
arrangements. Specifically, the policy provides guidance on design, criteria for selecting partners,
allowable business categories, how partners would be recognized and how the program would be
administered. The policy also allows for additional guidelines and design criteria to be included in
specific requests for proposals, depending on the nature ofthe proposed sponsorship and city assets
involved.
Next steps
If the City Council approves this policy, staff would proceed with the process of developing and issuing
requests for proposals for the two recommended programs.
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FISCAL IMPACT:
Active Network, a consultant with nationwide experience developing and implementing corporate
marketing partnership programs, has evaluated City of Carlsbad assets, such as special events,
programs and public facilities, and estimated that the City of Carlsbad could expect to generate
between $375,000 to $750,000 in new, ongoing annual revenue within three years of launching such a
program. This estimate is the net revenue. It is assumed that the city would hire a consultant to
develop the programs and assist with negotiating partnership arrangements, working on a commission
only basis, although other fee arrangements would be considered. City staff would administer the
contracts using existing staff resources. The revenue figures are based on the number of people who
could be reached and the estimated value of that advertising "reach" in the sponsorship marketplace.
Actual revenues would be determined following the successful completion of each program's request
for proposals process and the subsequent contracts negotiated by staff and approved by the City
Council.
ENVIRONMENTAL IMPACT:
Pursuant to Public Resources Code Section 21065, this action does not constitute a "project" within the
meaning of CEQA in that it has no potential to cause either a direct physical change in the
environment, or a reasonably foreseeable indirect physical change in the environment, and therefore
does not require environmental review.
EXHIBITS:
1. City Council Resolution No. 2014-025 (proposed Corporate Marketing Partnership Policy)
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1 RESOLUTION NO. 2014-025
2 A RESOLUTION BY THE CITY COUNCIL OF THE CITY OF
CARLSBAD, CALIFORNIA, ADOPTING A CITY COUNCIL
^ POLICY' STATEMENT ON CORPORATE MARKETING
4 PARTNERSHIPS.
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WHEREAS, the City of Carlsbad has a strong commitment to providing services
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in a way that provides the best value to taxpayers; and
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WHEREAS, entering into mutually beneficial partnership agreements with
g corporate entities would provide a new source of revenue to enhance city services,
IQ facilities and programs; and
11 WHEREAS, a coordinated program to develop marketing partnerships would
12 streamline the city's current sponsorship solicitation efforts and provide new
^•^ opportunities to partner with the business community; and
WHEREAS, such programs present a number of legal and policy issues that
should be clearly defined and addressed prior to implementation of a corporate
marketing partnerships program;
NOW, THEREFORE, BE IT RESOLVED that the CIfy Council Policy Statement
No. j79on Corporate Marketing Partnerships is adopted as shownon "Exhibit A" to this
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1 PASSED, APPROVED AND ADOPTED at a Regular Meeting of the City Council of the City
2 of Carlsbad on the 11*^ day of February, 2014, by the following vote to wit:
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AYES: Council Members Hall, Packard, Wood and Blackburn.
NOES: None.
ABSENT: None.
MATT HALL, Mayor
ATTEST:
16 BARBARA ENGLESO
(SEAL)
CITY OF
^ CARLSBAD
Council Policy Statement
Policy No.
Date Issued:
Effective Date:
Resolution No.
Cancellation Date:
Supersedes No.
79
2/11/14
2/11/14
2014-025
Category:
Specific Subject:
CORPORATE MARKETING PARTNERSHIPS
Policy for Corporate Marketing Partnerships Utilizing City-Owned Assets
PURPOSE:
The City of Carlsbad has developed a Policy for Corporate Marketing Partnerships ("Policy")
utilizing city-owned assets to generate revenue that can be used to enhance city services and
facilities to benefit residents, visitors and businesses.
BACKGROUND:
"Corporate marketing partnerships" is an umbrella term to describe a variety of programs that enable
corporate entities to support city programs, events and services while generating exposure for their
brands among city audiences.
Staff presented a proposed corporate marketing partnerships program to City Council for Its
consideration on July 16, 2013. The presentation and staff report, which include program descriptions,
photos and examples, are available public records and can be obtained from the Office ofthe City Clerk
or on the city website through the online document management system.
City Council directed staff to develop the corporate marketing partnership policy.
POLICY:
I. Corporate Marketing Partnership General Policy Provisions
A. The Policy contained herein will provide guidelines for allowing certain
marketing opportunities (e.g. sponsorship recognition and/or commercial advertising) provided
under Corporate Marketing Partnership Agreements that will enable the City to generate
revenue to enhance services and facilities.
B. This Policy Is not applicable to gifts, grants, or unsolicited donations for which
no benefits are requested by the donor and where no business relationship exists pursuant to a
Corporate Marketing Partnership Agreement as defined herein.
D. This Policy is not applicable to the naming of City facilities outside of a
Corporate Marketing Partnership Agreement as defined herein.
E. This Policy is not applicable to events authorized by a Special Events Permit
issued by the City of Carlsbad to individuals or entitles not otherwise involved in the Corporate
Marketing Partnership Program.
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Policy No. 79
F. Conditions upon which assets have been endowed or bequeathed to the City
must be adhered to at all times.
G. No external LED signs are permitted as part of the Corporate Marketing
Partnership Program.
H. No Corporate Marketing Partnership Agreement shall impair or diminish the
authority of the City and its responsibilities with respect to any municipal facility or event that
is the subject of said agreement.
I. This Policy shall be incorporated into any new Corporate Marketing
Partnership Agreement entered into between the City and an interested party, including a
party selected pursuant to a Request for Proposals ("RFP") as defined herein.
J. Not all City events, facilities, or programs will be included in the Corporate
Marketing Partnership Program. It will be left to the discretion of the City Manager and
applicable Department Director or Directors as to whether a specific City event, facility, or
program will be included In the Corporate Marketing Partnership Program.
K. Notwithstanding the establishment of this Corporate Marketing Partnership
Policy, the City will continue to permit community partners to establish independent
Sponsorship recognition programs in City parks and facilities. Such programs shall remain
subject to City approval (including any applicable Commission approval(s)) on a project-by-
project basis and shall be documented in conjunction with the execution of an applicable
project license, lease, or cooperation agreement. The City's approval of such a program in
connection with one or more projects in a park or facility does not preclude the Inclusion of
other Assets in the same park in a particular RFP pursuant to this Corporate Marketing
Partnership Policy.
L. This Policy shall be effective immediately, but it shall not be enforced so as to
impair the obligations of any agreement in effect at the time of its approval.
II. Definitions.
For the purpose of this Corporate Marketing Partnership Policy, the following definitions shall
apply:
"Advertising" means visual communication from an identified source that directs the public's
attention to a particular product, service, program, or idea, which may include the City's own
messages. For purposes of the Corporate Marketing Partnership Policy, all third-party (I.e. Non-
City) advertising on or for City Assets is limited to Commercial Advertising as defined herein.
"City Assets" are items of tangible and intangible value owned by the City, Including, but not
limited to, facilities, vehicles, programs, activities, events, contracts, purchases, and proposed
capital improvements. City Assets, currently identified by the City, acting as a proprietor, for
potential Sponsorship or Commercial Advertising opportunities associated with the Corporate
Marketing Partnership Program are enumerated in this Policy. Additional details regarding
available City Assets will be listed in an applicable RFP.
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Policy No. 79
"Commercial Advertising" is visual communication that directs the public's attention to a
particular business, product or service or other commercial activity and/or proposes a
commercial transaction. The Commercial Advertising must contain only expressions or
identification of a product or service related to the economic interests of the advertiser and its
audience.
"Corporate Marketing Partnership" means a mutually beneficial business arrangement
between the City and a Person, wherein the Person provides cash, in-kind goods or services
and/or other resources to the City in exchange for an agreed upon set of rights and
entitlements regarding use of specified City Assets for Commercial Advertising and/or
Sponsorship arrangement.
"Design Criteria Standards" are a set of design guidelines relating to the appearance of
Advertising and/or Sponsorship opportunities available for City Assets designated in this Policy
and/or an applicable RFP. Design Criteria Standards will specify size, placement/location, and
aesthetic limitations for Corporate Marketing Partnership opportunities in accordance with this
Policy and applicable law. Some Design Criteria Standards are described in this Policy; others
may be included in a specific RFP. Design Criteria Standards will be described in each Corporate
Marketing Partnership Agreement and subject to the approval ofthe City Council.
"In-kind Contribution" means a gift other than cash or real property that would serve a useful
purpose in the provision of City services. Examples of In-kind contributions Include equipment,
materials, products, or services.
"Corporate Marketing Partnership Agreement" is a written contractual relationship with a
Person for a specified term, which clearly Indicates the contribution, the contribution value,
and the obligations ofthe Person in consideration for Partnership or Sponsorship recognition
as determined by the City and/or for Commercial Advertising access and/or use of clearly
Identified City Assets and any resulting obligations of the City. All Corporate Marketing
Partnership Agreements shall be for a defined period of time having regard to the value of the
Advertising/Sponsorship and, where applicable, the life of the affected Asset. All Corporate
Marketing Partnership Agreements are subject to the provisions of this Policy and will be
subject to approval of the City Council. A Corporate Marketing Partnership Agreement may
address one or more City Assets.
"Corporate Marketing Partnership Program" or "Program" refers to the implementation of
this Policy.
"Person" means any individual, firm, association, organization, partnership, business trust,
corporation, or company.
"Sponsorship" means a mutually beneficial business arrangement and/or Partnership between
the City and a Person wherein the Person provides financial support and/or in-kind
contributions or other accepted resources to underwrite or benefit a specific City Asset or to
assist the City in raising revenue for operating and capital needs In return for a benefit, which
can Include sponsorship recognition as further defined in this Policy. Sponsorship may also
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Policy No. 79
grant a sponsor with a limited right to associate the sponsor's name, products, or services with
the City or a City asset subject to the guidelines and requirements of this Policy.
III. Sponsorships
A. Purpose
Pursuant to this Corporate Marketing Partnership Policy, the City may decide to seek
sponsorships for designated city assets, including programs, projects, events, facilities, and
activities. The City retains sole discretion to choose those sponsors with whom it will associate
itself. The City does not intend to permit and will not permit this Policy or any sponsor
recognition provided for herein to become a public forum. By adopting this Policy, the City is
acting as a proprietor and not as a regulator. The City is engaged in government speech when it
accepts Sponsorships and when it chooses to provide sponsor recognition. The purpose of this
Policy is NOTXo communicate views of sponsors; rather it is to: 1) generate revenue to
enhance City's programs, activities, events, services, facilities and capital improvements for City
property; 2) to acknowledge such funding; and 3) to provide identification of its sponsors to the
public.
B. Sponsorship Guidelines
1. The City reserves the right to accept or reject any and all potential Sponsorship
offers made In response to an RFP issued pursuant to this Policy.
2. Decisions to accept or reject proposed Sponsorships will not be made on the
basis of the sex, race, color, religion, ancestry, national origin, disability, medical condition,
marital status, or sexual orientation of the proposed Sponsor.
3. By accepting a Sponsorship or by entering Into a Corporate Marketing
Partnership Agreement, the City does not limit its ability to accept any other Sponsorship or to
enter Into Corporate Marketing Partnership Agreements with similar sponsors.
4.. Persons entering into Corporate Marketing Partnership Agreements with the
City pursuant to this Policy shall not be given preferential treatment outside of the
acknowledgements otherwise permitted pursuant to this Policy and the relevant Corporate
Marketing Partnership Agreement. Sponsors will not receive extra consideration with respect
to any City procurement, any regulatory activities of the City, or other City business by
providing a Sponsorship. No City employee or City official is authorized to offer any such extra
consideration to a sponsor.
5. Pursuant to any applicable Corporate Marketing Partnership Agreement, the
City reserves the right to terminate any Sponsorship should conditions arise during the life of
that Sponsorship that result in the Sponsorship conflicting with this Policy or the Sponsorship
no longer being in the best Interests of the City. Final approval of decisions to terminate a
Sponsorship shall be made by the Communications Manager.
6. Sponsorship recognition shall not interfere with the city operations, operation
of equipment, the provision of services or worker safety.
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Policy No. 79
7. This Policy seeks to provide a benefit to all city residents, businesses and
visitors without diminishing the image of City services, facilities and programs.
8. The City reserves the right to decline to offer particular City Assets for
Sponsorship opportunities and to revise this Policy as deemed necessary to add or remove City
Assets from the available Corporate Marketing Partnership pool.
9. If the proposed Corporate Marketing Partnership Agreement includes naming
rights to or In a park or facility, the Communications Manager shall inform and consult with the
Director with jurisdiction over the subject park or facility on the appropriateness of the
proposal. If necessary, the Communications Manager may consult a qualified third party to
assist with determining the value of such naming rights.
C. Sponsor Recognition
1. The City's recognition of any sponsor is provided to convey its appreciation for
the sponsor's support of City services and facilities.
2. Any accepted Sponsorships will be acknowledged in a manner commensurate
with the value of the Sponsorship to the City. The City will determine on a case-by-case basis
what Sponsorship recognition is appropriate for a particular opportunity.
3. The City retains all editorial control of details regarding sponsor recognition.
Including the placement and/or display of the sponsor's name and/or other identifying symbol
(such as the sponsor's logo) on promotional materials or other City Assets if permitted by
applicable law and consistent with the Design Criteria Standards. A sponsor will have no
design/content approval rights, other than to approve the use of its logo/intellectual property
If deemed permissible by the City and applicable law.
4. Sponsorship recognition shall only be placed on City Assets after final
execution of a Corporate Marketing Partnership Agreement, which shall set forth any agreed-
upon Sponsorship recognition.
5. Potential Sponsorship opportunities may include recognition ofthe sponsor in
City news releases, promotional/printed materials, onsite promotion and recognition on one or
more City Assets, booth space at a City special event, and/or naming rights. All such
Sponsorship recognition shall be consistent with this Policy and any applicable Design Criteria
Standards developed in conjunction with this Policy.
6. Sponsorship recognition messages do not constitute an endorsement by the
city of any product or service of its sponsors.
7. The form of any on-site sponsor recognition shall be of appropriate size and
color, shall not detract from surroundings or any interpretive messages, and shall be subject to
review by city Boards and Commission where applicable and must conform to the Design
Criteria Standards developed in conjunction with this Policy.
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Policy No. 79
8. All Corporate Marketing Partnership Agreements shall be subject to legislative
approval of City Council.
IV. Commercial Advertising
A. Purpose
This Section of the Corporate Marketing Partnership Policy provides the framework for
Commercial Advertising. This Policy Is intended to include objective standards (as described in
this policy), which are to be incorporated into any applicable RFP by the City without respect to
viewpoint. It Is the City's further declared intent that the Commercial Advertising portion of the
Corporate Marketing Partnership Program and designated City Assets defined in this Policy are
nonpublic forums that are not intended or open for dissemination, debate, or discussion of
public issues whatsoever.
Limiting Advertising In accordance with this Policy among other things, allows the City
to:
1. Avoid non-commercial advocating to a "captive audience" ofthe public In
attendance at a City facility or program;
2. Maintain a position of neutrality on political, religious and other debatable
noncommercial subjects and issues;
3. Limit the likelihood of potential vandalism and destruction on City
property;
4. Prevent potential violations of the Establishment Clause (part of the First
Amendment of the Constitution prohibiting the "establishment of
religion");
5. Prevent potential election campaign law violations;
6. Acknowledge the constitutional prohibition on viewpoint-related
discrimination regarding Commercial Advertising in nonpublic forums;
7. Maximize income potential from commercial advertisers who prefer not to
use the same forum as persons wishing to communicate non-commercial
messages.
B. Guidelines for Commercial Advertising:
1. Only Commercial Advertising (as defined herein) will be allowed on City Assets
designated in this Policy except the Advertising of City-sponsored or co-sponsored events or
City services. The only City Assets available for Commercial Advertising are the non-public
forums designated herein and/or in an applicable RFP.
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Policy No. 79
2. Non-commercial advertisements that add an offer to purchase some item to
the otherwise non-commercial message are not permitted pursuant to this Policy and will not
be deemed to convert the advertisement to commercial speech,
3. No moving or animated parts will be permitted in Advertising.
4. Commercial Advertising shall only be placed on designated City Assets after
final execution of a Corporate Marketing Partnership Agreement.
5. The City reserves the right to require that Commercial Advertising include a
disclaimer stating that the Advertising is not sponsored by the City and/or does not necessarily
reflect the views of the City and does not constitute endorsement or recommendation by the
City.
6. All Commercial Advertising must clearly identify a "Person" paying for the
Advertising or causing the Advertising to be placed on a City Asset. Website addresses and/or
phone numbers by themselves are insufficient to satisfy this requirement.
C. Prohibited Advertising
In order to increase its ability to earn revenue from certain categories of advertisers,
and to ensure that its assets and resources do not promote the use of certain adult and/or
regulated items to juveniles and others, the City will further prohibit Advertising on City Assets
relating to the following categories of products and/or companies.
1. Advertising for illegal products, services or activities will not be permitted.
2. No political speech will be permitted, Including but not limited to Advertising
by political candidates for public office, by political organizations or concerning ballot issues.
No Advertising regarding religious, philosophical, or other beliefs will be permitted.
3. Advertising that violates any federal, state or local law will not be accepted.
4. Advertising that is false, misleading, defamatory, or deceptive will not be
permitted.
5. No obscenity will be permitted. For purposes of this Commercial Advertising
Policy, "obscenity" shall include "obscene materials" as defined in state law. Penal Code 311
("obscene matter").
6. Advertising that is profane, vulgar, abusive, and/or otherwise presents a clear-
and-present danger of causing a riot or other imminent threat to public safety will not be
permitted.
7. Advertising that infringes on any copyright, trade or service mark, slogan, title,
publicity right, or Visual Artists Rights Act of 1990 (VARA), 17 U.S.C.§106A will not be
permitted.
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Policy No. 79
8. Advertising that duplicates or mimics the identity of programs of the City
(without City Involvement) will not be permitted.
9. Advertising on City Assets relating to the following categories of products
and/or companies whose business is substantially derived from the sale or manufacture of:
alcohol, tobacco, firearms, weapons, and/or sexually oriented businesses will not be permitted.
For purposes of this Policy, a "Sexually Oriented Business" shall be defined as a business having
a business establishment or concern that as a regular and substantial course of conduct offers,
sells or distributes "adult oriented material" or "sexually oriented merchandise," or that offers
to its patrons materials, products, merchandise, services or entertainment characterized by an
emphasis on matters depicting, describing, or relating to "specified sexual activities" or
"specified anatomical areas" but not including those uses or activities which are preempted by
state law. Examples of Sexually Oriented Businesses include: adult retail stores; adult live
entertainment; adult cabarets; adult motel or adult hotels; adult motion picture theaters; or
nude model studios.
10. Advertising that contains websites or telephone numbers that direct viewers to
websites or access to materials that otherwise violates this Policy or applicable law will not be
permitted.
11. Advertising that includes words such as "STOP," "DANGER" or "WARNING" in
bold letters or otherwise in a way that it may cause distractions to drivers along the public right
of way will not be permitted.
12. Any Advertising that, If posted by itself or in combination with other
Advertising, would cause the affected City Asset or Corporate Marketing Partnership Program
to become a public or designated public forum will not be permitted.
Additional limitations are set forth in Section V below discussing specific City Assets and/or
may be included in any Design Criteria Standards that are Implemented in conjunction with this
Policy.
V. City Assets Available for Corporate Marketing Partnership Opportunities
and Additional Specified Limitations
A. City Owned Vehicles
1. Where Sponsorship or Commercial Advertising is permitted for City-owned
vehicles, the vehicle must still be identifiable as a City of Carlsbad vehicle.
B. City Mailings
1. Use of Commercial Advertising or Sponsorship recognition in mailings or other
City distributions must comply with federal, state, and local law and the standards for
Sponsorship under the Corporate Marketing Partnership.
C. City Buildings and Parks
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Policy No. 79
1. Sponsorship recognition is permitted only for specified City-owned buildings
and parks as determined In the applicable RFP.
2. No Sponsorship or Commercial Advertising is permitted on the exterior of City
Hall or other City buildings accommodating City Departments, Police, Fire or EMS Stations
and/or Facilities, or Historic Landmarks as defined in CMC Chapter 22.02.
3. The City will have final discretion over the ratio of the sponsor's name in
comparison to the City's name, with the City's name/existing reference to the City Asset being
prominent and proportionate to the size of the building or structure.
4. Static Commercial Advertising and/or Sponsorship recognition is permitted
inside City-owned buildings only in those non-public forum areas specified by an applicable
RFP.
a. No Commercial Advertising or Sponsorship recognition shall be
permitted inside the City Council Offices, or in any room, City Council
chambers, and/or quasi-judicial chambers in which hearings are heard.
b. No Commercial Advertising or Sponsorship recognition will be
permitted on windows or in window wells.
5. Permitted locations for vending machines or other distribution of
food/beverages will be included in an applicable RFP.
6. Temporary Sponsorships and/or temporary Commercial Advertising is permitted on
waste or recycle receptacles or on banners. Booths dispensing products or literature
will also be permitted.
D. Street Furniture
The City has a vested interest in the traffic safety and aesthetics relating to its
streetscape, including those City Assets and/or public street furniture over which the City has
contractual supervision. Sponsorship recognition and/or Commercial Advertising are permitted
on the City owned and/or City contractually supervised street furniture in conformance with
any applicable Corporate Marketing Partnership Design Criteria Standards and/or other criteria
as specified in an applicable RFP.
E. City Programs/Events
Department Directors shall have the discretion to determine whether a specific City
program or event will be included In the Corporate Marketing Partnership.
VI. Responsibilities of Communications Manager for Corporate Marketing Partnership
All Corporate Marketing Partnership Program activities will be coordinated by the
Communications Manager. The Communications Manager will be responsible for all of the
following:
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Policy No. 79
1. Conducting a citywide effort to publicize this Policy and the Corporate Marketing
Partnership Program.
2. Recommending appropriate marketing opportunities.
3. Assisting in the creation and implementation of specific Design Criteria Standards
beyond what is included in this Policy. City Council will review and approve any additional Design
Criteria Standards as part ofthe approval of each Corporate Marketing Partnership Agreement.
4. Reviewing and assisting in the development of Corporate Marketing Partnership
Agreements.
5. Working with a consultant, as applicable, to enter into Corporate Marketing
Partnership Agreements.
6. Providing assistance and guidance to City departments regarding the application and
implementation of this Policy.
7. Assisting appropriate departments with administration and monitoring of agreements
developed through the Program.
8. Maintaining a list of all Corporate Marketing Partnership Agreements.
9. Providing an annual report to the City Council on all Corporate Marketing Partnership
agreements.
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Corporate Marketing
Partnerships Policy
Feb. 11, 2014
Today’s Presentation
•Background and history
•Policy considerations
•Recommended next steps
Background
•July 2013 workshop
•“Corporate Marketing Partnership” program
–Proud Partner program
–Master vending contract
•Develop policy
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Naming
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Current Approach
•No citywide policy
•Decentralized
•Gaps and overlaps
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Opportunities
•Centralize our approach
•Present “packages” rather than individual
events/programs
•Create long term relationships
•Reduce “asks” to potential partners
•New areas
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What We Are NOT Recommending
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Sample Partnerships
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Vending
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Proposed Policy
•Only applies to partnerships developed under
this program
–Does not include memorial or “honorific” naming
–Does not apply to “friends” groups
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Proposed Policy
•City decides which programs/facilities to
include
•City retains editorial control
•Design standards included in contracts
•No LED signs, no moving parts
•No preferential treatment
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Proposed Policy
•Certain types of businesses not allowed
•City Hall, city administrative buildings, public
safety buildings and historical landmarks not
included
•Protect city image
•All agreements subject to City Council
approval
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Next Steps
•If the policy is approved:
–Begin process of coordinating efforts
–Engage a consultant to negotiate
sponsorships/partnerships
–All partnerships would come before the City
Council for approval
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