HomeMy WebLinkAbout2016-06-07; City Council; 22302; Approve naming of courtyard treescape at Carlsbad City Library contingent upon execution and authorization of agreement by City ManagerCITY OF CARLSBAD-AGENDA BILL
AB# 22,302 APPROVE NAMING OF THE COURTYARD TREESCAPE AT DEPT. DIRECTOR j.ff
DATE 6/7/2016 THE CARLSBAD CITY LIBRARY (1775 DOVE LANE) CITY A~_-
CONTINGENT UPON THE EXECUTION OF AN AGREEMENT ,.__ ~
AND AUTHORIZING THE CITY MANAGER TO EXECUTE AN
DEPT. L&CA AGREEMENT FOR THE NAMING CITY MGR. \i"-/
RECOMMENDED ACTION:
Adopt Resolution approving the naming of the courtyard treescape at the Carlsbad City library, 1775
Dove Lane ("Dove Library") contingent upon the execution of an agreement and authorizing the city
manager to execute the agreement for the naming.
ITEM EXPLANATION:
..
On Aug. 19, 2014, the City Council adopted Resolution 2014-201, approving additional improvements to
the Dove Library and appropriating $2,930,479 for CIP Project No. 4030. At the time, staff identified
potential cost recovery opportunities resulting from these improvements. Revenue generated from cost
recovery efforts would help offset a portion of the project costs. One proposed strategy was to create
additional naming opportunities for the improved spaces that would aid in the receipt of community
contributions.
City Council Policy 48 addresses naming rights of parks and municipal facilities (Exhibit 2). The policy
specifies that naming opportunities and associated gift levels be established prior to soliciting gifts and
offering naming opportunities to prospective donors. All naming opportunities require individual City
Council approval and establishment of an agreement with a donor. Upon receipt of a specific donation
offer, the department is responsible for seeking Library Board of Trustees support and City Council
approval before an agreement is executed for that naming. The policy also allows city-recognized support
organizations to fundraise on behalf of the city.
On Feb. 9, 2016, the City Council adopted Resolution 2016-032 approving naming opportunities for the
Carlsbad City Library, after the Library & Cultural Arts Department engaged the firm
Giving Design Group, Inc. to provide recommended naming opportunities and gift levels for City Council's
consideration (Exhibit 3), and the Library Board supported their approval at its Dec. 16, 2015 meeting.
The Carlsbad Library & Arts Foundation has now received a commitment from Susan Seligman of $15,000
to be directed to the City of Carlsbad and used to offset costs associated with improvements in the
courtyard of the Dove Library (Exhibit 4). The proposed gift is being presented as a financial contribution
equal to the value established for the space as approved by City Council. The proposed name would ~ead
"In Loving Memory of Dona Z. and Melvin M. Meilach." The duration of the naming is proposed to be for
the life of the building. The mission of the Carlsbad Library & Arts Foundation is to seek, cultivate, and
provide financial support for the city's library and arts facilities and programs. On May 18, 2016, the
Library Board recommended approval of the naming request. The Foundation has also indicated its
support of this naming request in a letter dated May 24, 2016 (Exhibit 5).
DEPARTMENT CONTACT: Heather Pizzuto 760-602-2056 heather.pizzuto@carlsbadca.gov
FOR CLERK USE.
COUNCIL ACTION: APPROVED Jll CONTINUED TO DATE SPECIFIC D
DENIED D CONTINUED TO DATE UNKNOWN D
CONTINUED D RETURNED TO STAFF D
WITHDRAWN D OTHER-SEE MINUTES D Item 1; pg. 1
Page 2
FISCAL IMPACT:
All monetary donations received as a result of community contributions associated with naming
opportunities will be directed to the city's general fund to help offset construction costs related to CIP
Project No. 4030. The amount committed for the naming request is $15,000.
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. Resolution to approve the naming of the courtyard treescape at the Dove Library
2. Council Policy 48, "Naming Rights of Parks and Facilities"
3. Adopted Resolution 2016-32 approving naming opportunities for the Carlsbad City Library
4. Letter of commitment from Susan Seligman to the Carlsbad Library & Arts Foundation
5. Letter of support from the Carlsbad Library & Arts Foundation
2 Item 1; pg. 2
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Exhibit 1
RESOLUTION NO. 2016-100
APPROVE NAMING OF THE COURTYARD TREESCAPE AT THE
CARLSBAD CITY LIBRARY (1775 DOVE LANE) CONTINGENT UPON
THE EXECUTION OF AN AGREEMENT AND AUTHORIZING THE CITY
MANAGER TO EXECUTE AN AGREEMENT FOR THE NAMING
WHEREAS, the City Council of the City of Carlsbad approved additional improvements to
the Dove Library, with the understanding that naming opportunities for the improved spaces
would be pursued as a cost recovery strategy; and
WHEREAS, the City Council authorized naming opportunities for improved spaces at the
Carlsbad City Library; and
WHEREAS City Council Policy 48 specifies that all naming requests require individual City
Council approval and establishment of an agreement with a donor before an agreement is
executed for that naming; and
WHEREAS the Carlsbad Library & Arts Foundation has now received a commitment from
Susan Seligman of $15,000 to be directed to the City of Carlsbad and will be used to offset costs
associated with improvements in the courtyard of the Dove Library; and
WHEREAS the proposed gift is being presented as a financial contribution equal to the
value established for the space based on naming opportunities and gift levels approved by City
Council and the duration of the naming, "In Loving Memory of Dona Z. and Melvin M. Meilach",
is proposed to be for the life of the building, satisfying Council Policy 48; and
WHEREAS on May 18, 2016 the Library Board met and recommended approval of the
naming; and
WHEREAS the Carlsbad Library & Arts Foundation, which has as its mission to seek,
cultivate and provide financial support for library and arts facilities and programs, also support
the naming; Item 1; pg. 3
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NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Carlsbad, California
as follows:
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1. That the above recitations are true and correct.
2. The City Council of the City of Carlsbad, California, approves the naming of the
courtyard treescape at the Dove Library contingent upon execution of an
agreement and authorizes the City Manager to execute an agreement with Ms.
Seligman for the naming.
Item 1; pg. 4
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PASSED, APPROVED AND ADOPTED at a Special Meeting ofthe City Council ofthe City of
Carlsbad on the 7th day of June, 2016, by the following vote to wit:
AYES: Hall, Wood, Schumacher, Blackburn, Packard.
NOES: None.
ABSENT: None.
MA HALL, Mayor
(SEAL)
Item 1; pg. 5
~~~CITY OF
¥7CARLSBAD
Council Policy Statement
Policy No.
Date Issued:
Effective Date:
Resolution No.
Cancellation Date:
Supersedes No.
Category: NAMING RIGHTS OF PARKS AND MUNICIPAL FACILITIES
48
March 13, 2012
March 13, 2012
48 issued 1/16/07
Specific Subject: Naming Rights Of Parks, Municipal Facilities, and Amenities Within Those Facilities
. PURPOSE:
The purpose of this policy is to:
• Address naming or renaming where an exchange of consideration takes place (na.ming rights),
and address memorial or honorific naming where there is no financial consideration.
• Create and establish criteria and procedures for the naming or renaming of parks, designated
municipal facilities, and amenities within those facilities.
• Encourage philanthropic giving while acknowledging public investments and safeguarding
against the unwanted commercialization of the public realm.
• Provide guidance on how to apply for approval to name or rename parks, desi&nated municipal
facilities, and amenities within those facilities.
• Present a clear and consistent evaluation framework arid approval process for City Council in
considering naming or renaming requests.
BACKGROUND:
The intent of this policy is to:
• Confirm the practice of naming or renaming parks, designated municipal facilities, and amenities
within those facilities, after significant geographical, neighborhood, cultural and historical
elements.
• Recognize substantial personal and financial contributions that individuals, groups, or
community organizations have made to the public life and the well-being ofthe residents ofthe
city.
• Promote the practice of naming or renaming parks to include designated municipal facilities and
amenities within a park or municipal facility.
• Create, maintain, and make available a list by department of parks, designated municipal .
facilities, and amenities within those facilities eligible for City Council's consideration of naming ..
• Institute a process under which a city-sponsored or city-recognized fundraising support group
may work with staff and the City Council to formally establish conditions (via the agenda bill
process) under which the group may identify and market naming opportunities, and enter into
an agreement with the city under these terms.
• No vested rights shall be conferred or received by any individual, entity, group, or community
organization as a result of this policy.
City Hall
1200 Carlsbad Village Drive I Carlsbad, CA 92008 I 760-434-2820 I 760-720-9461 fax I www.carlsbadca.gov
?....o Item 1; pg. 6
Policy No. 48
GRANTING OF RIGHTS
• Naming rights of parks, designated municipal facilities, and amenities within those facilities
usually granted in exchange for a significant financial contribution by an individual, group,
community organization, entity, company, corporation or foundation to the city.
• Memorial or honorific naming of parks~ designated municipal facilities, and amenities within
those facilities in memory or honor of outstanding achievement, meritorious service, or
exceptional community involvement on the behalf of an individual, generally without a financial
contribution to the city.
POLICY:
Names of individuals, groups, community organizations, entities, companies, corporations, or
foundations will be considered when they have made a significant contribution to the city by:
• Enhancing the quality of life and well-being of the city and a majority of its residents.
• Contributing to the historical or cultural preservation of the city.
• Contributing toward the acquisition, development, or: conveyance of land or building to the city.
• A direct relationship or association that exists between a former place of residence .of the
person and the parks, designated facilities, and amenities within those designated facilities to be
named.
General criteria for naming rights (including memorial or honorific naming):
• Must be consistent with personal or financial contribution level.
• Provides a sense of place, continuity and belonging reflecting the geographic location,
community, neighborhood or street where the park, municipal facility or amenity within the
facility is located.
• Recognizes the natural, historical and/or cultural significance ofthe area.
• Reflects the unique Gharacteristics of the site.
• Consistent with the mission} vision and values of the city.
Additional criteria for memorial or honorific naming:
Memorial naming is designed to specifically acknowledge deceased individuals, while honorific naming is
intended to recognize living individuals.
Parks, designated municipal facilities and amenities within those facilities may be named in memory or
honor of an individual that has:
• Made a significant, positive contribution to the community without which the park, designated
municipal facility, or amenity within those facilities may not have otherwise existed, or;
• Made an important contribution that enhanced a park, designated municipal facility, or an
amenity within those facilities in an extraordinary way, and;
• Demonstrated continuous and longstanding track record of exemplary public service, or
community volunteerism over a period of 15 or more years.
• Achieved such unique distinction as to warrant recognition;
Page 2of 5 Item 1; pg. 7
Policy No. 48
• Had a longstanding and beneficial affiliation with the city, and;
• Maintained a continuous residence in the city.
• Where the name(s) of an individual(s) is recommended, written consent shall be obtained from
the individual(s) (for honorific naming), their heir(s), or their estate (for memorial naming) prior
to the City Council's public consideration.
In the case of a memorial naming opportunity, the person must be deceased for a minimum of one year
before the proposal will be considered. ·
If the name proposed is that of an elected official or public employee, they must be retired from public
service to be eligible for consideration.
Where the naming rights opportunity is the result of a financial contribution, the following factors
must be considered:
• The duration of the naming opportunity.
• The cost paid to.the city for naming shall be negotiated and established according to a market
value assessment. The naming cost shall be commensurate with the cost of specific
construction, operating, maintenance, and replacement costs of the parks, designated municipal
facilities, and amenities within those facilities to be named.
• Market value assessment(a current assessment of the potential property value within the
marketplace of the Naming Rights for a specific park, designated municipal facility and
amenities within those facilities) to be coordinated by the responsible department on an
individual basis.
Renaming:
A proposal to rename or add an additional name to a park, designated municipal facility, and amenities
with those facilities shall adhere to all ,applicable criteria outlined above. In addition, the following
guidelines shall be followed:
• The review process shall include due consideration and a comprehensive review of all pertinent
documents by city staff. This includes a legal review by the city attorney of information relating
to the original naming and proposed renaming.
• When a park, designated municipal facility, and amenities within those facilities has already
been named, and will be replaced, substantially renovated, or developed for another use, the
replaced or renovated park, designated municipal facility, and amenities within those facilities
may be renamed.
• When a preexisting name is deemed by the Board, Commission, or city manager to be no longer
befitting.
• ·When in default or the terms of the Naming Agreement have been violated or not fulfilled.
• When a park, designated municipal facility, and amenities with thos.e facilities is proposed for
renaming, a reasonable effort will be made to notify in advance the current individual named (or
immediate family members), group, or community organization of the renaming.
Page 3 of 5 Item 1; pg. 8
Policy N?· 48
Existing names may not be changed without consideration of:
• Community input.
• The historical significance of the existing name.
• The impact on the individual or organization previously named.
• The cost and overall effect of changing existing signs, rebuilding community recognition and
updating records (e.g. letterhead, databases, and promotional materials).
• The Terms and Conditions of the Naming Agreement.
Names will riot be chosen that: ·
•
•
•
•
Cause confusion due to duplication or names sounding similar to existing locations within the
city.
Are the names of companies whose business is substantially derived from the sale of alcohol,
tobacco, firearms, pornography, and sexually explicit goods or services.
Are discriminatory or derogatory considering race, gender, creed, religious or political affiliation,
or other similar factors.
Recognize the birth, marriage or anniversary of specific individuals .
Naming Rights and Memorial or Honorific Naming Agreement:
The terms of naming rights and memorial or honorific naming of parks, designated municipal facilities,
and amenit.ies within those facilities shall be individually negotiated and agreed upon by all parties. The
agreement is a legal contract between the applicant and the city, and shall contain:
•
•
•
•
•
•
• ..
A description of the contractual relationship, specifying the exact nature of the agreement.
The term of the agreement (specified commencement and termination period). Naming rights
and memorial or honorific naming of parks, designated municipal facilities, and amenities within
those facilities shall never be granted in perpetuity.
Renewal options, if any .
For Naming Rights proposals, market value assessment including cash, in-kind goods and
services (and method of evaluating in-kind contributions).
· Payment schedule .
Description of rights and benefits .
Release, indemnification, non-compliance and early termination clauses .
Insurance clauses .
Each naming or renaming rights and memorial or honorific naming or renaming proposal will be
considered on a case-by-case basi's, and final approval is at the sole discretion of the City Council.
No vested rights shall be conferred or received by any individual or entity as a result of this policy or any
action taken under this policy.
The City of Carlsbad reserves the right to reject or revoke naming rights and memorial or honorific
naming proposals submitted by individuals, groups, community organizations, companies, corporations
and foundations whose views or public statements do not promote and support the mission, vision and
values, or best interests ofthe city.
Page 4 of 5 Item 1; pg. 9
Policy No. 48
·Procedure:
• Applicant(s) shall submit a written proposal for naming rights or memorial or honorific naming
to the corresponding department complete with justification to aid in considering the proposal.
It is incumbent upon the applicant to clearly document and illustrate how the proposed name
satisfies the criteria as defined in this policy.
• For memorial or honorific naming, the proposal shall include supporting background
information and/or biographical information (newspaper articles, photos, proclamations,
awards, and certificates) demonstrating that the proposed .nanie is of significance to the
community, and be accompanied by at least three, and no more than five, letters of support.
• Staff shall thoroughly review the proposal, and then forward it to the department director and
City Manager for a recommendation.
• Only if the department director and City Manager determines that all applicable criteria as
required by this policy has been satisfactorily demonstrated and achieved, shall the proposed
name be placed on the Board and/or Commission agenda (if required) for further consideration.
Incomplete or ineligible proposals will be returned to the applicant.
• Sufficient time shall be allowed for review by the Board and/or Commission and subcommittee
if required, and to publicize and receive input from the community at the Board and/or
Commission meeting. The Board and/or Commission's recommendation will be forwarded to
the City Council fortheirfinal determination ofthe official name.
City sponsored or city-recognized support group fundraising guidelines:
In the case of city sponsored or city-recognized support groups fundraising on behalf of the City (i.e ..
Rotary Club, Friends of the Library and/or Friends of Carrillo Ranch), it is necessary to establish naming
opportunities and gift levels prior to soliciting gifts and offering naming rights to prospective donors.
No final commitment to name a park, designated municipal facility or amenity within those facilities
shall be made to a potential donor without the appropriate prior approvals as outlined within this policy.
The support groups will first establish recommended naming opportunities and gift levels. The
recommended naming opportunities and gift levels will then be submitted to the corresponding
department director for review, and then submitted to the corresponding Board and/or Commission.
The Board and/or Commission's recommendation on the naming op.portunities and gift levels will then
be forwarded to the City Council for final approval via the agenda bill process prior to the support group
soliciting donations.
Appeals Process:
• Within 30 calendar days of the denial of a Naming Rights Application by a department
director/City Manager, an applicant(s) may only submit a written request for reconsideration if
the applicant can demonstrate that criteria and documentation were not properly assessed at
the time ofthe initial department director's review.
• The decision of the department director/City Manager may be appealed to the City Council. The
decision of the City Council is final. It is the city's policy to not consider requests for
reconsideration based solely on questions pertaining to the evaluation.
Page 5 of 5 Item 1; pg. 10
CITY OF CARLSBAD-AGENDA BILL
Exhibit 31 3
AB# 22,217 APPROVE RECOMMENDED NAMING OPPORTUNITIES DEPT. DIRECTOR J-3-P
DATE 2/9/2016 FOR IMPROVED SPACES AT THE CARLSBAD CITY LIBRARY CITYATTY~/
DEPT. L&CA (1775 DOVE LANE) CITY MGR. .KC'\ -RECOMMENDED ACTION:
Adopt Resolution No. 2016-032 approving naming opportunities recommended for the improved
spaces at the Carlsbad City Library, 1775 Dove Lane ("Dove Library").
ITEM EXPLANATION:
On Aug. 19, 2014, the City Council adopted Resolution 2014-201, approving additional improvements to
the Dove Library and appropriating $2,930,479 for CIP Project No. 4030. At the time, staff identified
potential cost recovery opportunities resulting from thes~ improvements. Revenue generated from cost
recovery efforts would help offset a portion of the project costs. One proposed strategy was to create
additional naming opportunities for the improved spaces that would aide in the receipt of community
contributions. Currently, naming opportunities exist for some spaces in the Dove Library.
City Council Policy 48 addresses naming rights of parks and municipal facilities. The policy also allows for
city-recognized support organizations to fundraise on behalf of the city and specifies that naming
opportunities and associated gift levels be established prior to soliciting gifts and offering naming
opportunities to prospective donors. In the case of naming opportunities resulting from financial
contributions, factors for consideration include the duration of the naming, a market value assessment,
and the cost of the facility or amenities being offered for naming.
In Fall2015, the Library & Cultural Arts Department engaged the services of the firm Giving Design Group,
Inc. to establish recommended naming opportunities and gift levels for City Council's consideration.
Applying standard practices in the fundraising industry for market valuation, Consultant David Baker
C!nalyzed the improved spaces, cost of construction and the regional market. He also took into
consideration the previously approved naming opportunities for both the Dove Library and the Carlsbad
City Library Learning Center. (Exhibit 2)
On Nov. 18, 2015, these recommendations were presented to the Library Board of Trustees, and reviewed
a second time on Dec. 16 when the Board recommended that the City Council approve the proposed
naming opportunities and gift levels. Representatives of the Carlsbad Library & Arts Foundation attended
the Nov. 18 Library Board meeting, and the Foundation Board .independently reviewed the proposed
naming opportunities on Nov. 17 and Dec. 15. The mission ofthe Carlsbad Library & Arts Foundation is to
seek, cultivate, and provide financial support for the city's library and arts facilities and programs. The
Foundation has indicated its interest in the availability of naming opportunities to support fundraising
efforts.
DEPARTMENT CONTACT: Heather Pizzuto 760-602-2056 heather.pizzuto@carlsbadca.gov
FOR CLERK USE. \2('" COUNCIL ACTION: APPROVED CONTINUED TO DATE SPECIFIC 0
DENIED 0 CONTINUED TO DATE UNKNOWN 0
CONTINUED 0 RETURNED TO STAFF 0
WITHDRAWN D OTHER-SEE MINUTES 0
AMENDED w REPORT RECEIVED D
Item 1; pg. 11
Page 2
One intent of Council Policy 48 is to "Create, maintain, and make available a list by department of parks,
designated municipal facilities and amenities within those facilities eligible for City Council's consideration
of naming. The purpose of this action is to establish a list of naming opportunities for use in seeking
community contributions. All naming opportunities require individual City Council approval and
establishment of ah agreement with a donor. Upon receipt of a specific donation offer, the department
will again seek Library Board of Trustees support and City Council approval before an agreement is
executed for that naming.
FISCAL IMPACT:
All monetary donations received as a result of community contributions associated with naming
opportunities will be directed to the city's general fund to help offset construction costs related to CIP
Project No. 4030.
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. Resolution No. 2016-032 to approve recommended naming opportunities for improved spaces
at the Dove Library.
2. Recommended Naming Opportunities-Giving Design Group, Inc.
2
Item 1; pg. 12
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EXHIBIT 1
RESOlUTION NO. 2016-032
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARLSBAD,
CALIFORNIA, APPROVING NAMING OPPORTUNITIES
RECOMMENDED FOR THE IMPROVED SPACES AT THE CARLSBAD
CITY LIBRARY, 1775 DOVE LANE ("DOVE LIBRARY").
WHEREAS, the City Council of the City of Carlsbad approved additional improvements to
the Dove Library, with the understanding that naming opportunities for the improved spaces
would be pursued as a cost recovery strategy; and
WHEREAS, City Council Policy 48 specifies that naming opportunities and associated gift
levels be established prior to soliciting gifts and offering naming opportunities to prospective
donors; and
WHEREAS, recommended naming opportunities and gift levels have been developed
and presented to the Library Board of Trustees which recommends City Council approval, and
reviewed by the Carlsbad Library & Arts Foundation which has as its mission to seek, cultivate
and provide financial support for library and arts facilities and programs; and
WHEREAS, all naming opportunities require individual City Council approval and
establishment of an agreement with a donor before an agreement is executed for that naming;
NOW, THEREFORE, BE IT RESOLVED by the City Council ofthe City of Carlsbad, California
as follows:
1. That the above recitations are true and correct.
2. The City Council of the City of Carlsbad, California, approves the naming
opportunities recommended for the improved spaces at the Dove Library as set
forth in Attachment A, Carlsbad City Library/Proposed Naming Opportunities, and
incorporated herein by this reference.
Ill
Item 1; pg. 13
1 PASSED, APPROVED AND ADOPTED at a Regular Meeting of the City Council of the City
2 of Carlsbad on the gth day of February 2015, by the following vote to wit:
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AYES: Council Members Wood, Schumacher, Blackburn, Packard.
NOES: None.
ABSTAIN: None.
ABSENT: Mayor Matt Hall
ATIEST:
BARBARA ENGLESON)6ty Clerk
(SEAL)
/1 ' ~~_:'1~
' Item 1; pg. 14
Carlsbad ed Nami
Dove Library
A1TACHMENT A
Total
Standing
Naming
lnve
rtunities
Value of
Standing
Naming
lnvento
$4,823,000
Item 1; pg. 15
GIVING DESIGN
Forging au~. Building~..&.
EXHIBIT2
Dove library Naming Opportunities
Market Valuation Report
November 2015
This work was commissioned to meet the requirements of the City of Carlsbad's Naming
Rights Policy. The results will provide the Carlsbad Library & Arts Foundation with a framework
for major gift cultivation and solicitation. The opportunities presented are tied primarily to
major spaces, rooms and features. With the exception of a few strategic "furniture
groupings," this focus intentionally excludes the naming of individual furniture/fixture items.
While a revaluation of past opportunities was beyond the scope of this commissioned work,
the review of the past naming opportunities revealed four {4) spaces that Giving Design
believes should be reconsidered as part of this effort. Those areas include: Children's Library,
Great HaiL Children's Storytime Circle and Auditorium Stage.
Suggested Naming Opportunities are based on a thorough review of:
f3J All Architect and Library Provided Renovation Program Planning Documents and
Drawings
ftJ National Chart of Standards for a $6,400,000 capital campaign {attachment A)
~J Cost per Square Analysis -Insured Value and Improved Value
~ Recent Local and Regional Campaign Naming Opportunities 1
~ Similar Library Campaign Naming Opportunities Across the Country2
~ Past Carlsbad City Library Naming Opportunities
Three assumptions were also considered:
@J The naming opportunities are permanent i.e. for the life of the building;
t> The foundation will encourage and allow multi-year pledges to secure the level of
funding sought for the opportunities; and
~ The naming opportunities will persist as a major gift opportunity beyond the life of any
organized campaign around the Dove renovations.
1 Reviewed naming opportunities for the following projects:
tJ San Diego Central Library
fl UC San DiegoGeisel Library Revitalization Initiative
fft San Diego Parks and Recreation Campaign
(? Ronald McDonald House Charities of San Diego
~ Helen Woodward Animal Center (Rancho Santa Fe)
€iJ St. Elizabeth Seton Catholic Church (Carlsbad)
& Army & Navy Academy Duffield Sports Center (Carlsbad)
2Similar library campaigns:
t& Gwinnett County Public Library (Suburban Atlan:ta)
iW St. Louis County Library
!fY Hyrum Library & Museum (Utah)
1/J Fargo Public Library
Item 1; pg. 16
Attachment A
National Chart of Standards
$6.4 Million Capital Campaign
Larger Lead Gift Results
Campaign Number of Number of
Investment Gifts Prospects Total Giving
Level Required Required At This Level
$1,280,000 4 $1,280,000
$640,000 1 4 $640,000
$320,000 2 8 $640,000
$160,000 3 9 $480,000
$96,000 5 15 $480,000
$64,000 10 30 $640,000
$32,000 15 45 $480,000
$16,000 20 40 $320,000
$8,000 40 80 $320,000
Small Gifts Many Many $11120,000
Totals $6AOO,OOO
Smaller Lead Gift Results
Campaign Number of Number of
Investment Gifts Prospects Total Giving
Level Required Required At This Level
$640,000 . 1 4 $640,000
$320,000 2 8 $640,000
$160,000 3 12 $480,000
$96,000 6 18 $576,000
$64,000 12 36 $768,000
$32,000 25 75 $800,000
$16,000 50 150 $800,000
$8,000 75 150 $600,000
$4,800 100 200 $480,000
Small Gifts Many Many $616,000
Total $6.400,000
Item 1; pg. 17
Carlsbad City Library I Proposed Naming Opportunities
Total Value of
Dove Library Standing Standing
Naming Naming
Inventory_ Inventory
Family & Corporate legacy Gifts
1 Grande Courtyard & Entrance $LOOO,OOO $1,000,000
2 The Great Hall · $1,000,000 $1,000,000
3 Children's Library $1,000,000 $1,000,000
Prominent First Level & Outdoor Spaces
4 Community Living Room $400,000 $400,000
5 Large Study Room $60,000 $60,000
6 Small Study Room $40,000 $40,000
7 Marketplace $20,000 $20,000
8 Conversational Groupings (2 avail.) $15,000 ea $30,000
9 Community Patio & Hearth (West Patio) $350,000 $350,000
10 Reading Wall/Hearth $100,000 $100,000
11 Fireplace $100,000 $100,000
12 Schulman Auditorium Stage $150,000 $150,000
13 Children's Storytime Circle $100,000 . $1.00;000
14 Memorial Tree-Scope $15,000 $15,000
Prominent Second level Spaces
15 Teen Space $250,000 $250,000
16 Teen Team Rooms (2 available) $15,000 ea $30,000
17 Teen Tech Grouping $15,000 $15,000
18 Teen Den $8,000 $8,000
19 Study Alcoves (2 available} $5,000 ea . $10,000
20 Tech Lab $100,000 $100,000
21 Large Group Study Room $30,000 $30,000
22 General Access Computer Grouping $15;000 $15,000
$4,823,000
Item 1; pg. 18
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Item 1; pg. 27
Item 1; pg. 28
Background
• Dove Library improvements approved Aug. 2014
• Cost recovery strategy: naming opportunities
• Existing naming opportunities
-Original Dove Library opening
-Library Learning Center capital campaign
Item 1; pg. 29
Background
• City Council Policy 48: Establish gift levels for
naming opportunities prior to soliciting gifts
• Factors for consideration:
-Duration of naming
-Market value assessment
-Cost of facilities or amenities offered
Item 1; pg. 30
Background
• Giving Design Group, Inc. retained to conduct
market valuation
-Library Board review: Nov. 18 and Dec. 16
-Carlsbad Library & Arts Foundation review
-Library Board recommended City Council
approval
Item 1; pg. 31
Item 1; pg. 32
Item 1; pg. 33
Item 1; pg. 34
• All the plans (programming & architectural)
• $6,400,000 campaign
• Cost ,per Square
• Insured Value vs. 1m proved
Value
• Local campaigns
• Library campaigns
• Past Carls:bad Naming
Opportunities
Item 1; pg. 35
Assumptions
• Permanent (i.e., life of the building)
· Multi-Year Pledges
• She.lf Life
• Major Gifts
Item 1; pg. 36
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Item 1; pg. 47
Item 1; pg. 48
Item 1; pg. 49
Susan Seligman
574 Black Bear Ad NE
Albuquerque, New M~xico 87122
Friday, M:ay 6, 201e
Dear Gita.
Exhibit 4
In support of the Carisbad City Dove l ibrary, l run making n donation of $ 15,000 to the Carlsbad
library and Arts ~ot,~ndation capital campaign, to be u$00 to offset tho remodeling and
renovation.-; at the Dove library.
To recogniz~ this gift, I would be interested in having the area around the large tree outside lhe
entrance of the rbrruy reflect ~In Loving Memory of Dona Z. and Melvin M. Moilach".
[understand that the Carlsbad City Council mus1 approve a naming proposal before iif ~finally
agreed or publicized, and the naming is subject to the terms and conditions set out in the
Naming Rights Agreement entered into by the Carlsbad Ubrary artd Arts Foundation and the
City of Car1sbad."
'The g,i1t will be gtven by Susan and Richard Seligman and families.
Sincerely
Item 1; pg. 50
May 26,2016
Mayor and City Council
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92008
Honorable Mayor and City Council,
• yj&ZJ
CARLSBAD
UBRARY &ARTS
FOUNDATION
Exhibit 5
The Carlsbad Library & Arts Foundation is pleased that you recently approved naming
opportunities for the designated areas at the Carlsbad City Library on Dove Lane which
are being improved through renovation. As you know, the mission of this foundation is to
seek, cultivate and provide financial support for our library and cultural arts facilities and
programs. The Foundation is positioned to cultivate major gifts in support of the
renovations. Naming opportunities serve an important role in attracting such gifts. The
Foundation recognizes that all naming requests must be approved by the City Council
and that gifts received through the Foundation in support of the renovations will be
presented to the city to help offset funds allocated for this purpose.
The Foundation has now received a commitment from Susan and Richard Seligman and
families, in the amount of $15,000, to be used to offset renovation costs related to
improvements in the courtyard. The Seligman family has requested that the treescape in
the courtyard be named "In Loving Memory of Dona Z. and Melvin M. Meilach."
The Carlsbad Library & Arts Foundation supports this request for the naming of the
space in accordance with the established naming opportunities and gift levels. Once
received, the gift from the Seligmans would be presented for City Council acceptance.
Thank you for your consideration.
Sincerely,
Dr. James Selover, President
Carlsbad Library & Arts Foundation
Carlsbad Library and Arts Foundation
1775 Dove Lane. Carlsbad. CA. 92011
(760) 602-2060
www.carlsbadlibraryandartsfoundation.org
Item 1; pg. 51