HomeMy WebLinkAbout2004-09-20; Parks & Recreation Commission; 904-5; Naming Rights and SponsorshipAB# 904-5
MTG. DATE: 09/20/04
STAFF: BEVERLY
-
RECOMMENDED ACTION:
Ix( INFO
ACTION
TITLE:
PARKS & RECREATION COMMISSION
COMMITTEE - “NAMING RIGHTS AND
SPONSORSHIP”
In an open discussion, review and define the purpose of the subcommittee formed to address the
issue of “Naming Rights and/or Sponsorships”.
IT EM EXP LAN AT1 0 N :
At the request of Staff, the three members of the Parks and Recreation Committee formed to
address the issue of “Naming Rights/Sponsorships” were asked to discuss this topic once again
at the Commission level. All three Commissioners were in support of this request.
Staff has requested further discussion with the entire Commission in an effort to gain more clarity
with respect to the focus and parameters of the Committee’s endeavors. In Staff‘s research of
available literature (attached) regarding “Naming Rights and Sponsorships”, we have found the
two topics to in fact be very separate issues and, the magnitude of which can be overwhelming.
In order for the Committee’s evaluation to become more focused, Staff is recommending to have
some open discussion among Commission members to clearly define the task of the Committee.
Staff will give a presentation to the Commission, which will hopefully expose the enormity of this
issue and clearly establish a need for clarity of direction and area(s) of focus from the
Commission.
Attached for your review are several articles, policies and other information on naming rights and
additional ideas for sponsorships. Also included are (3) print outs of a power point presentation
prepared by a firm whose business is to assist agencies in promoting and implementing these
types of sponsorship and naming rights programs.
EXHIBITS:
1. Magdalena Ecke YMCA Sponsorship Opportunities
2. Naming Rights Policy (First Draft) - Olstead Parks Conservancy
3. Advertising and Sponsorship Policy - Manukau City
4. Naming of City Facilities - Concord Policy and Procedure
5. The New York Times - Extra, Extra, Read All About It!
6. “Brought to you by” - Partnerships for the City of Kingston
7. “Cities Lease Land, Sell Naming Rights to Boost Budgets”
8. Naming Rights - Wikipedia, the free encyclopedia
9. Naming Opportunities Associated with Major Gifts or Requests -Washing Services,
Management Consultants.
10. Names in Lights: Corporate purchase of Sport Facility Naming Rights” - Cyber Journal of
Sport Marketing
11. Power Point Presentations (3) - Public Enterprise Group
A. Cities, Brands and Public Profit
B. P.E.G.’s Menu for Cities and their Corporate Profit
I
C. The Public Gallery
12. City of Carlsbad, Recreation Department Alga Norte Community Park Project Public
I Sponsorship Concepts - September 7,2004
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Naming Rights Policy
Issue: There is a great need for the Buffalo Olmsted Parks Conservancy to raise private dollars to restore and maintain
the Olmsted Park and Parkway system. There is also a prevalent trend in “giving” that provides naming rights to donors
on buildings that they fund. However, the Olmsted parks are public spaces and cultural heritage sites, not commercial
enterprises. A balance must be struck to guarantee that the aesthetics and integrity of the historic park landscapes
remain uncluttered from commercial enterprise yet recognize the donor who funded a project in an appropriate way.
Background: There are no standard policies for donor recognition within parks throughout the country. There are
numerous types of parks, from historic to modem, from large natural settings to smaller urban spaces, from passive to
active in terms of recreational offerings, and yet each park type has the common trend of raising the necessary dollars to
provide capital improvements and to provide proper stewardship. Numerous Conservancies and parks organizations
across the country are dealing with this issue in various precedent setting ways that allow for donors to the parks to be
recognized in ways appropriate to their own, unique settings, without a inappropriate proliferation of signage that detracts
from the park character or image. The Buffalo Olmsted Parks Conservancy continues to review policies of the other
conservancies to develop our own policy for Buffalo.
Recommended Policies: The Buffalo Olmsted Parks Conservancy, in cooperation with the Olmsted Advisory Council,
will review each major donor gift on a case-by-case basis to determine the appropriateness of potential “naming rights” or
recognition signage within the historic Olmsted Parks system.
For the naming rights of specific larger park spaces, such as the South Park Arboretum and the Delaware Park
Quarry Garden, the potential naming rights and method of donor recognition, will need to be approved by the City of Buffalo administration, the City of Buffalo Common Council and the Buffalo Olmsted Parks Conservancy.
All other potential naming rights listed in this policy will be approved solely by the Buffalo Olmsted Parks
Conservancy, in cooperation with the Olmsted Advisory Council.
The Buffalo Olmsted Parks Conservancy will make a determination as to the level of donor contribution that warrants a
potential naming rights consideration within the parks. (Le. a gift over $25,000.00? Over $l00,000.00? efc.?)
Any ‘gifting” signage within the historic Olmsted-designed parks should be understated so as to not distract or detract
from the intended naturalistic park settings. Sensitivity must be shown to the historic context and varying park settings so
as to not “commercialize” these cultural heritage treasures. No scenario for naming rights will be considered that
diminishes the integrity of the historic system.
Any future donor recognition signs should be consistent with the Conservancy’s Signage Policy for the Olmsted Parks
system.
As implied in both the “Signage Policy” and “Public Art Policy,” the historic Olmsted Parks and Parkways are works
of art, and as such should be treated with much care and respect. With any and all signage opportunities, we need
to protect the park system’s natural beauty and historic integrity and not pollute them with visual clutter and
excessive signage.
If a donor-recognition sign is deemed appropriate within the park system, preferable recognition may read:
ob! uesg cn-I3u!~ o8a!auw@Ixwiw -sa$i!r%~~g.$~W seWqZ% pqum aseqd
was!lJanpe he 40 pnpum a J 4 a !s d BU!PPaM Wl B uoa.Bu!~~a~oBe!aues
Sponsored by 1. L. Parks
Or
“The Ledges”
http://www.buffaloolmstedparks.org/advisory/naming - rights-first.htm
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Restored through the generosity of
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The following are potential scenarios for naming rights that the Conservancy may encounter as we move forward with our Capital campaign and master plan implementation:
Park Buildings: Buildings within the park system are not available for naming due to the system's historical significance,
however, rooms within park buildings or initiatives located within the park buildings are. For example, the historic
"Parkside Lodge" will always keep its original name, however rooms or initiatives within the Parkside Lodge will be
considered for potential donor recognition at the discretion of the Conservancy. An example of interior recognition may
include the "Cummings Community Room" or the "Harris Design Center" within the Lodge.
Park Landscapes: As an example, three large park spaces have been highlighted for potential naming rights within the
Olmsted park and parkway system: the South Park Arboretum, MLK Wading Pool and the Delaware Park Quarry Garden
(originally called "The Ledges"). These unique landscapes could have the donor's name precede the landscape's name,
but this could take the form of recognition on a map or brochure and not a physical sign within the actual park or space.
However, if a sign in the park is deemed appropriate, preferable recognition would follow the example set above.
A possible scenario for funding recognition may include: To obtain these naming rights, the donor would have to pay 100
percent (100%) of the construction cost for the project and endow zone gardener@) or pay at least 50 percent (50%) of the construction and zone gardener endowment costs and successfully chair the fundraising efforts to fund the balance.
Zone Gardeners: As part of the Zone Management system, donors will have the opportunity to sponsor a zone gardener
for a season or longer, or to endow a zone gardener in perpetuity. At this point it is not the intention of the Conservancy
to have sponsorship signs within the various park zones or have specific "sponsored by" clothing worn by the individual
gardeners. We do not want to make any Zone Gardener feel that they are working for, or obligated to take direction from,
any specific sponsor or private donor.
Playgrounds: Donors have the opportunity to sponsor a playground for a season or longer, or to endow a playground. For sponsorships or endowments, an appropriately sized sign will be placed at the site that follows the example set
above.
Gardens: Donors have the opportunity to sponsor a garden for a season or longer, or to endow a garden. For the
seasonal and three year sponsorships, an appropriately sized sign will be placed at the site that follows the example set
above
Park Benches: Donors have the opportuntty to purchase a park bench to memorialize a special occasion or person in
their lives. In places where an older wooden park bench exists or in a location deemed appropriate by the Conservancy Design & Operations staff, a new black metal park bench will be installed. The donor will have an opportunity to place
specific wording on a plaque that will permanently be a part of the bench.
Trees: Donors have the opportunity to plant a new tree or "adopt" existing trees in the Olmsted parks and parkways to
commemorate or memorialize a special occasion or person in their lives. The donor receives a "Green Deed" certificate
acknowledging the person or occasion they are honoring (a copy of the 'Green Deed" will also be sent to the honoree if applicable) and is given a listing in the Conservancy's Commemorative Gifting Book, located in the Parkside Lodge, which
will include information about each donor and honoree, tree location and species and a tribute story created by the donor.
Please note that it is not the Conservancy's intent to place a gifting sign on any tree in the park, but rather to subtly "tag"
the tree for in-house purposes, which would correspond to a database for each tree.
Lilacs, Roses and Daffodils: Donors have the opportunity to plant lilac and rose bushes and bouquets of daffodils in the
parks to commemorate or memorialize a special occasion or person in their lives. A certificate celebrating the planting will
be given to the donor and, if appropriate, the honoree, indicating the park they were planted in. No signs will be placed
near the plantings. The donation will be listed in the Conservancy's Commemorative Gifting Book, located in the Parkside
Lodge.
Event and Program Sponsorships: Donors have the opportunity to sponsor or underwrite major events and programs of
http://www.buffaloolmstedparks.org/advisory/. htm 811 6/2004
Naming Mghts Yolicy ragc J u1 J
the Buffalo Olmsted Parks Conservancy, publicized as "sponsored by", "brought to you by", or "in partnership with" the
sponsoring donor. Donors cannot have their name placed before the official title of the event, program or project (Le., the
Cummings Olmsted Pumpkin Float, the Harris Volunteer Program). Temporary sponsorship signage or banners may be
considered for specific events or programs if deemed appropriate by the Buffalo Olmsted Parks Conservancy or Olmsted
Advisory Council.
Endowments: In addition to the endowment funds listed above for zone gardeners, playgrounds and gardens, specific
endowment funds for forestry and the individual circles in the system will or have been set up. The endowment policy
committee of the Board of Trustees of the Buffalo Olmsted Parks Conservancy is being constituted to work on a policy as
to how these funds will recognize donors who contribute to andlor initiate them. The endowment policy committee will also
identify any additional specific funds to be created.
Names already on existing park buildings and landscapes: Hoyt Lake (Originally "Gala Water") and the Marcy
Casino in Delaware Park, as well as the Peter J. Crotty Casino in Cazenovia Park were named years ago by the City, and
at this point the Conservancy recommends keeping their names in tact. Future naming rights would maintain respect the
historic names of these structures or landscapes, while giving just credit to the honoree.
Miscellaneous: The Conservancy reserves the right to create new types of donor recognition opportunities, including
donor walls and plaques, etc., in lieu of naming rights to acknowledge the generosity of and the community's commitment
to the parks.
http ://www. buffdoolmstedparks . org/advisory/naming-rights-first. htm 8/16/2004
Department Policy & Procedure (DRAFT 5/20/02) smmmt~ mmwmw
Subject:
ACCEPTANCE OF GIFTS AND DONOR RECOGNITION
Number 060-P 2.13.1
May 20,2002
Approved: Department: Parks 8 Recreation
1 .o
2.0
3 .O
4.0
-Supersedes July 18, 1977 and
replaces 060-PI .4.2 Donor
Recognition 7/6/95
Page 1 of 9
PREAME3LE
Seattle Parks and Recreation gratefdly accepts gifts and donations fiom private individuals and entities
that support the programs and services the Department provides to the public. This policy supersedes the
1997 policy; lays out the review process for decidmg whether and under what circumstance stoaccepta
gift; creates a record-keeping mecw and sets forth guidelines for donor recognition.
PURPOSE:
To establish a policy, criteria, guidelines and procedures for the acceptance of gih, and for recognition
by Seattle Parks and Recreation of donors of private @.
ORGANIZATIONS AFFECTED
3.1 Seattle Parks and Recreation
3.2
3.3 Adviscnycouncils
3.4 Associated Recreation Council
REFERENCES
Seattle Board of Park Commissioners
4.1
4.2
4.3
4.4
4.5
4.6
Guide to Gifts for Parks and Recreation (M Catalog)
Design Stan&& - Seattle Parks and Recreation
Department Current List of Unfunded Needs
Design Guidelines for Plaques
Policy and procedure on Placement and Maintenance of Visual Artwork on Seattle Parks and
Recreation Properly, 060 P2.14
Policy and Procedure on Corporate Sponsorships
' ' 060-P2.13.1
Page 2
4.7 Policy and Procedure on Park Naming
5.0 POLICY
5.1 It is the policy of Seattle Parks and Recreation :
5.1.1 To encourage and facilitate public and private gifts, bequests, and such contriiutim that
enhance, beautify, improve, supplement, support, or otherwise benefit the park and
recreation system.
5. I .2 To accept only those gih that are consistent with the mission and policies of SEATTLE
PARKS AND RECREATION.
5.1.3 To accept only those sifts given with the 11l undemtadmg that they become the property
of the Department and are subject to the laws, policies and procedures that govern
Parks.
5.1.4 To accept gik fbm private individuals, for-profit corporations, not-for-pmfit
organizations and public entities which:
5.1.4.1 Are given with no contingencies other than that they be used for a specific
program, activity or area of programming or activity. (Gifts fiom corporate
donors who have a corporate sponsorship requirement fall under the
corporate sponsorship Policy.);
5.1.4.2 Bear no emblem of, or reference to, firearms, tobacco, alcohol, or
pornography; and
5.1.4.3 TheDeparlment isnotobli~toreplaceifthegiftiSstolen,vandalized,
worn out, irreparably damaged or destroyed.
5.1.5 To discourage donations that are memorial in nature by emphizing that the park system
exists to meet the recreational and stewardship needs of park users.
5.1.6 To recognize donors in a manner consistent with Department goals.
5.1.7 To protect the open space and greensward areas as the foundation of the Seattle Park
System, and to limit donor recognition objects in those areas to benches, trees, and plant
materials. Benches should be placed only where placement is deemed a park or
recreational necessity as determined by guidelines developed, monitored, and evaluated
by Department-designated landscape architects.
5.1.8 To limit plaques and visible recognition objects to areas of the park sy- recognized as
''built" environments, i.e., benches, picnic tables, buildings, play areas, ballfields, tennis
courts, etc.
5.1.9 To limit as much as possible all gifts and recognition objects in "built" environments to
items that complement those environments, e.g., murals for buildings; tu#rebar/ sandlplay
060-P 2.13.1
Page 3
equipment for play areas; turf/backstops/bleachers for ballfields; nets/posts for tennis
courts; backboards/nets/scoreboards for basketball courts.
5.1.10 To limit the number of donor recognition projects that involve decorative tiles, pavers,
and artwork that require mounting on walls, concrete, or any other surfkce that enhances
the “gray” and detracts from the “green” characteristics of our parks. Such projects
should require at least 50% support from property owners within one block of the park
boundaries and a written commitment from a representative community organization to
assume responsibility for all associated costs and repairs.
5.1.1 1 To ensure that all plaques are consistent with Seattle Parks And Recreation Design
Guidelines for Plaques.
6.0 DEFINITIONS
6.1
6.2
6.3
6.4
6.5
6.6
6.7
6.8
6.9
6.10
Department is Seattle Parks and Recreation.
Sumintendent is the Superintendent of Seattle Parks and Recreation.
- Gifts are all gifts, bequests, or donations to include but not be limited to endowments, real
property, structures or portions of structures; money or negotiable securities; materials,
equipment, flora, or fauna; improvements to facilities or land; statues, monuments, sculptures,
murals and other works of art; plaques, graphics andor signs; or recreation and cultural arts
program instructiOn, equipment and supplies.
Donor Recognition Obiect is a physical object placed in a park to acknowledge a gift donor.
Parks and Recreation Operations (PRO) is a committee whose functions include review and
recommendation on acceptance or rejection of g~& and donor recognition objects offered to the
Department.
Project Steering is a committee whose functions include review and ratification of PRO’S
recommendation to the Superintendent on acceptance or rejection of gifts and donor recognition
objects offered to the Department.
Gift Needs Inventory is a list of identified Department operational and capital needs which would
make appropriate gifts.
Commission is the Seattle Arts Commission (SAC).
Donor is a private, for-profit company, non-profit organization, or public agency wishing to
donate funds or objects to the Department.
Donor Recomition Project is a proposal and plan for placing a donor recognition object at a park
orparkfaclltty.
7.0 RESPONSIBILITY
7.1 The Superintendent makes the final decision on acceptance of gifb and donor recognition objects,
subject only to the limitations of his office under existing City OI&MIMXS.
060-P 2.13.1
Page 5
Reviewing proposals for gdk and donor recognition objects referred to it, and for
recommendations on acceptance to the Superintendent. malang
* . 060-P2.13.1
Page 6
Project Steering is responsible for:
Reviewing and making a recommendation on complex or contmversial proposals submitted by
PRO.
7.5 All Parks and Recreation employees are responsible for:
Documenting any @ or donor recognition proposal received and relaying it through the repOmng
structure to the Superintendent's Office for submittal to PRO.
8.0 PROCEDURE
8.1 PRO places on its agenda each proposal for a fl and donor recognition object made to the
Department, using the Gift Form (see Appendix A).
8.2 Applications for consideration of a recognition object are made in Writing to the Superintendent of
Parks and Recreation. Design, text, and materials must be in accord with Seattle Parks and
Recreation Design Standards 10420.01. Recognition objects that are accepted become the
property of the Department and are subject to the laws, policies, and procedures that govern
ParkP~PertY-
8.3 PRO assigns each proposal a log number and enters it into the Gift Proposal Log.
8.3.1 Log numbers are composed of the last two digits of the proposal year, plus the digits
representing the month and additional digits representing the chronological order in which
they were received within the month. For example, the first proposal received in October
2001 would be 01-10-01.
8.3.2 Items are arranged in chnological order within the log.
8.4 PRO prepares for the Superintendent's signature receipt letters to potential donors.
8.5 Processing of proposals for specific gifts, excludmg works of art:
8.5.1 The Superintendent makes the acceptance decision on any gift or donor recognition
proposal requiring an immediate response, such as:
--Perishable supplies
8.5.2 PRO reviews proposals for specific gifts not requiring immediate dqosition.
8.5.2.1 In cases where PRO determines there is need for additional idormation on the
proposal, it reschedules the proposal on a future agenda and designates
appropriate staffto obtain the additional information.
8.5.2.2 In cases where PRO believes an unacceptable proposal might benefit from
revision, it designates staff to work with the potential donor to develop a more
acceptable proposal for consideration.
060-P 2.13.1
Page 7
8.5.3 PRO, with the Superintendent's concurrence, makes a recommendation on acceptance of
each proposal of a gd? or donor recognition object, except those re-g an immediate
response.
8.5.3.1 In cases where PRO believes a gift or donor recognition proposal will have a
major impact on the park system, it refers the proposal to the Board of Park
Commissioners for review and recommendation before making its own
recommendation.
8.5.3.2 PRO makes recommendations based on these criteria:
--consistency with Parks and Recreation's mission
--consistency with Parks and Recreation design stanhds
--acceptable impact on the budget in terms of installation cos&, utilities
costs, and operation and maintenance costs,
8.6 Processing of proposals for works of art:
The Chair of PRO processes all gifts of art according to the procedums outlined in Section 6.4 of
the Policy and Procdwe on Placement and Maintenance of Visual Artwork on Seattle Parks and
Recreation Property.
8.7 Processing of proposals for non-spec5ed gifts:
8.7.1 PRO is responsible for:
8.7.1.1 Advising the prospective donor on possible appropriate gifts based on the Gift
Needs Inventory;
8.7.1.2 Helping the prospective donor develop an acceptable gift proposal.
8.7.1.3 Scheduling the developed proposal for review and *sition decision
according to the procedure in Section 7.5.2.
8.7 Post-Disposition processing of Gift Proposals
8.7.1 Accepted gift proposals:
8.7.1.1 PRO prepares a gd? acceptance letter for the Superintendent's signature.
8.7.1.2 PRO enters in the Gift Log the dqmsition decision and the send date of the
grft acceptance letter.
8.7.1.3 PRO updates the Gift Needs Inventory, if necessary.
* 060-P 2.13.1
Page 8
8.7.1.4 PRO or its designee initiates necessary preparations and arrangements for
receipt of the gdl (including an approved installation work plan).
8.7.1.5 PRO~esthegrftpro~packageintheGiftfilebylognumberunderthe
heading "Accepted."
8.7.1.6 PRO monifors all activities connected with receipt and installation of a giR
8.7.2 Rejected gift proposals:
8.7.2.1 PRO prepares a rejection letter for the Superintendent's signature.
8.7.2.2 PRO enters the dqmsition decision and the send date of the rejection letter
into the Gift Proposal Log.
8.7.2.3 PRO files the Gift Proposal package in the Gift file by log number under the
heading "Rejected."
8.7.3 PRO maintains a cross-reference system to fh&tate quick retrieval of information hm
the Gift proposal file.
8.7.4 PRO reviews the Gift Needs Inventory and updates it annually at its first meeting of the
chronological year.
060-P 2.13.1
Page 9
Appendix A
SEAlTL,E PARKS AND RECREATION
PROPOSAL TO ACCEPT A GIFT OR APPROVE A DONOR RECOGNITION OBJECT Date Log Number
....................................................................................
FOR PRO USE ONLY Accept Gift Approve Recognition Object
Recommendationto ? Accept/Approve ? Decline Date
....................................................................................
A. DonorName Office phone
Address Home phone
City State ZIP E-mail
B. GIFT DESCRIPTION:
1. FACILITY AND SITE RECOMMENDATION (Attach sketchlmap if possible)
a. Name of park or facility
b. Proposed location in park or facility
2. ESTIMATED COST OF:
a. Gift item ............ $ (Use another sheet
b. Delivery ............. $ for more detailed
c. Site preparation ... $ comments ifdesired)
1) Installation ... $
2) Utilities ........ $
d Annualmaintenance $
e. Plarrmng $
f Design $
g. Public Involvement $
h. Project Management $
i Misc/udomseen $
Total $
3. LIFEEXPECTANCY Ye=
v
060-P 2.13.1
Page 10
4. OTHER IMPACTS on Department - comments and explanation (contingencies by donor; vandalism, etc) (use reverse side if necessary)
5. RECOMMENDED SUPPLIER
Address Phone
City State ZIP
6. Appropriateness of plaque for donor recognitionaes ? no
a. Required by donor as contingency ? yes ? no
C. RECOMMENDATION ON PROPOSED GIFT:
1. PROsignature Approve Reject
2. Project Steering signature Approve Reject
3. Superintendent signatuxc Approve Reject
Parks and Recreation Form ## 2.13.15
LIST OF TYPICAL GIFTS, 1992 - 2002
Bicycles, exercise machines to Community centers
Carpet to a community center
Cash to a community center for holiday party, egg hunt, scholarship fund, trophies
Copiers, computers, file cabinets to community centers
Display case to Carkeek EEC
Electric scoreboard to a community center
Equipment--sailboard rigs, sailboards, drysuits, racing shells, oars, sailboats, sails--to Mt. Baker
Fish food to the Aquarium
Fish to Aquarium
Fish to Japanese Garden
Food to a Community center
Japanese lantern for the Japanese Garden
Megaphones to rowing and sailing center
Office chair for a community center
Piano for a community center
Software to a program @e., Late Night)
Table tennis tables to a community center
Tables and chairs for a program
Tickets to a community center
Toys and prizes to community centers for parties
Trash cans to parks
Trees to Japanese Garden
Van to a community center
VCRs, TVs for community centers Inweb P&P 2-13-1
Manukau city World Wide wet, site - ~ounci~, roiicies & rims - roiicies a rims - uismct rim rage I 01 3
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To go to the Advertising and Sponsorship policy document click below:
ADVERTISING AND SPONSORSHIP POLICY (147k)
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Manukau City Council has adopted its advertising and sponsorship policy - the first of its kind for local government in New Zealand.
The policy allows and provides guidelines for advertising and sponsorship
on council property and programmes. The funds raised from these and
other initiatives will be distributed to the Manukau community by Trust
Manukau, an independent charitable trust.
Mayor Sir Barry Curtis says that a clear message was received through
public submissions about visual pollution. In response to this, Council
made a number of amendments to the draft policy.
Local Events
Recreation & Leist
Libraries
Com m u n i ty Se rv i(
Skills & Education
Civil Defence
"The policy now specifically excludes signage on parks and reserves.
There will be no naming rights sold for memorial, heritage or historical
sites. Buildings already named after prominent citizens are excluded from
the policy as is te tuhi - the mark. And any buildings already named by
the community, for example the Tupu - Dawson Road Youth Library, will
retain their community name jointly with any sponsors name," says Sir
Barry.
Economic DeveloF
Services Offered
F.A.Q. In addition, Council will be trialing naming rights on only three council
buildings in the coming year. An evaluation report will be submitted to
council in December 2002 on the success or otherwise of the naming
rights trial, prior to commencing further naming right sales.
Environmental Up
Getting Informed
Management
Activities allowed by the policy include billboards, sponsorship and
advertising inside council buildings, sponsorship and advertising on
Council publications and reports, and sponsorship and naming rights to
programmes e.g. school holiday and summer reading programmes.
811 612004 http://www.manukau.govt.ndplan-adplicy . htm WIEs(7-
The Trust will now be lodging applications for resource consents for
billboard locations and selecting the three council buildings for naming
right opportunities.
Sir Barry says that Council sees many benefits for the community as a
result of the existence of Trust Manukau.
"Greater access to funds from the private sector will allow for more fui
to be made available to the community for social outcomes. The Trust
indicated that its grants policy will align with the social and communit)
indicators the Council has set as its own targets.
"Through Trust Manukau revenue can be generated for community
development purposes and by adopting this policy we can ensure it
happens in a planned and controlled fashion," he said.
For additional information click below:
Trust Manu kau w w w .trust manu ka u . G rg . nz
TRUST MANUKAU INFORMATION SHEET
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Y
L- I CITY OF CONCORD
POLICY & PROCEDURE
Number: 159
Authority: City Council
Effective: 3/2/99
Revised: 5/7/02
Distribution Code: 0
Initiating Dept.: LS
1.
2.
3.
4.
puRposE
To define the policies, responsibilities and procedures associated with the naming of City facilities.
BACKGROUND
The City of Concord has lacked a policy to guide staff and the City Council in the naming of City
facilities, including buildings, support facilities, park sites and recreation facilities. As a result, City
facilities have been named in honor of public officials, citizens or in association with geographic lo-
cations without the benefit of a City Council approved policy to guide the naming process. The de-
velopment of a PolicyProcedure to guide the naming of City facilities is intended to enable the pro-
cess to be applied in a fair, objective and consistent manner.
DEFINITIONS
3.1 “Buildings” are City owned facilities that house employees or are otherwise used to conduct
City business. Buildings may include, but are not limited to, the Civic Center, City Council
Chambers and Police facility.
“Support Facilities” are City owned facilities that are used to support field operations. Sup-
port facilities may include, but are not limited to, the Corporation Yard and the Pump Station.
“Park Sites” are City owned parks, open space and trail areas. Park sites include developed
and undeveloped park areas and designated open space arm.
“Recreation Facilities and Amenities” are facilitiedamedies used primarily for recreation
and leisure activities, including, but not limited to, Pavilion, golf course, athletic fields, ten-
nishasketball courts, gymnasiums, recreation centers, meeting rooms and theatres.
3.2
3.3
3.4
POLICY
4.1 General. The policy of the City is to name facilities in a manner that will provide an easy and
recognizable reference for the City’s customers. Therefore, naming options will always con-
sider a name based on the facility’s geographic location. However, the policy also establishes
conditions for the consideration of naming options based on other factors.
Geographic Location. Whenever possible, all City facilities will be named for their geo-
graphic location. The geographic location may be based on the identification of the facility
with a specific place, neighborhood, major street, regional area of the City or the City itself if
the facility is deemed to serve the entire community or the Bay Area.
Other Considerations. Consideration of names for hilities may also include a prominent
form of topography, a prominent plant, bush or tree and historical precedent.
4.2
4.3
POI& it PROCEDURE No. 159
4.4 IndividuaYOrganizational Recognition. The naming of City facilities in honor of individu-
als or community organizations may be considered under the following conditions:
4.41 The individual, their family or a community organization has made exceptional con-
tributions to the City, including one or more of the following: a) financial gifts; b)
public service as an elected official; c) public service as a community volunteer; and
d) long term sponsorship agreements. ~
There must be a well-defined connection associated with the contributions of the indi-
vidual or community organization and the City facility.
4.42
4.43 The significance of the contribution fkom the individual/ organization needs to be
evaluated in terms of the service impact of the City facility. Individual and organiza-
tions that have made contributions of regional or community wide significance may be
considered for naming of facilities that serve the region or community. Individuals and
organizations that have made contributions of area or neighborhood wide significance
may be considered for naming of facilities that serve areas or neighborhoods within
the City, including recreational facilities and amenities within City parks.
Guidelines Associated witb Fundraising Campaigns. The naming of facilities in associa-
tion with hndraising campaigns may be considered under the following conditions:
4.5
4.51 Organizations affiliated with the City that desire to raise fbnds for a City-sponsored
project must receive approval fiom the City Council prior to attaching naming oppor-
tunities to the fbndraising campaign.
Naming proposals that promote alcohol, tobacco products or political organizations
will not be considered.
4.52
4.53 Organizations conducting fbndraising campaigns with naming opportunities attached
must immediately notie City st& when a naming proposal is under consideration in
order to facilitate an administrative review.
4.54 Acceptance of a naming proposal by an organization conducting a fbndraising cam-
paign must be considered conditional pending approval of the City Council.
5. PROCEDURE
5.1 New Facilities
5.1 1 At least 180 days prior to opening a new City facility, the assigned City staffwill pro-
pose a name to the Council Committee on Policy Development and Internal Opera-
tions for buildings and support facilities and the Council Committee on Recreation and
Cultural AfYairs for park sites and recreation facilities. The appropriate Council Com-
mittee will provide a recommendation for consideration by the City Council.
Following review by the appropriate Council Committee, the proposed name may be
reviewed, if necessary, by the Planning Commission or Parks and Recreation Com-
mission. The appropriate Commission will conduct a public hearing regarding the
proposed name and provide a recommendation for consideration by the City Council.
5.12
c
. I PotrcY&FRocEDuRE No. 159
5.13 The recommendations of the appropriate Council Committee and Commission regard-
ing the proposed name will be summarized for consideration by the City Council. The
City Council is responsible for the final approval of the proposed name.
5.2 Existing Facilities
5.21
5.22
5.23
Requests to rename existing facilities will be received by the assigned staE investi-
gated and summarized for review by the appropriate Council Committee within 90
days. The appropriate Council Committee will provide a recommendation to the City
Council.
Following review by the appropriate Council Committee, the proposed name for City
facilities other than existing park sites and recreation facilitiedamenities may be re-
viewed, if necessary, by the appropriate Commission. The renaming of an existing
park site or recreation facility/ amenity must be reviewed by the Parks and Recreation
Commission through a public hearing prior to consideration by the City Council.
The recommendations of the appropriate Council Committee and Commission regard-
ing the proposed name will be summarized for consideration by the City Council. The
City Council is responsible for the final approval of the proposed name.
i AGEMlA lTEM NO.
REPORT TO CITY COUNCIL
TO HONORABLE MAYOR AND CITY COUNCIL:
DATE: May7,2002
SUBJECT: PROPOSED MODIFICATIONS TO POLICY AND PROCEDURE NO. 159 -
NAMING OF CITY FACILITIES
Remrt in Brief
The Council Committee on Recreation and Cultural Mairs considered a proposal last October fiom the Concord
Senior Citizens Club to attach naming opportunities to a capital fbndraising campaign for the new Senior Center.
Staffs review of the proposal initially determined that it was in compliance with Policy and Procedure No. 159 -
Naming of City Facilities. In the course of reviewing the proposal, the Council Committee and &identified the
need to mow the Policy/Prdure in order to better address the approval requirements for fundraising
campaigns. The Council Committee asked staff to develop modifications to the Policy/Procedure for review by
the Council Committee on Policy Development and Intd operations. Staff developed the proposed
modifications for the Council Committee’s consideration at their regular meeting of April 18,2002. The Council
Committee approved a recommendation to recommend City Council approval of the modifications to Policy and
Procedure No. 159.
Stat€ recommends that the City Council approve the modifications to Policy/Procedure No. 159 associated with
fundraising campaigns as described herein.
Background
On March 2, 1999, the City Council approved Policy/procedure No. 159 to guide the Naming of City Facilities.
prior to the council'^ approval of the Policy/Procedure, naming of City facilities occurred without any guidance
or direction fiom the City Council. The new Policy/Procedure defined the City assets that may be named,
outlined the requirements for considering names and described the process for conducting a review by staff and
the City Council.
Following the City Council’s approval of the senior center expansion project, the Concord Senior Citizens Club
began a fbndraising campaign to generate approximately $117,O00 for audio/visual equipment. This campaign
was part of the Club’s contribution to the successfbl development of the new center. The Club initially confined
the hndraising campaign to their membership and quickly generated cash donations and pledges that met their
goal. In September 2001, the Club’s Board of Directors proposed to extend their hndraising campaign into the
Community. Board members believed they could generate additional fbnds through community, business and
PROPOSED MODIFICATIONS TO POLICY AND PROCEDURE NO:159 -
NAMINGOFCITYFACIIJTIES
Page 2
May 7,2002
corporate solicitations if naming opportunities were attached to the gifts. The Club’s proposal was reviewed by
staff for compliance with the Naming of City Facilities Policy/Prdure. Staff initially evaluated the proposal as
compliant with the Policy/Procedure and prepared a report for consideration by the Council Committee on
Recreation and Cultural Affairs on October 30,200 1.
In the course of reviewing the Senior Chib’s proposal, the Council Committee and st.af€ identified the need to
modi@ the Policy/Procedure in order to better address the approval requirements for fbndraising campaigns. The
Council Committee asked staff to develop the modifications for review by the Council Committee on Policy
Development and Internal Operations. StafF developed modifications to the Policy/Procedure for the Council
Committee’s consideration at their regular meehg of April 18, 2002. Following their review, the Council
Committee approved a recommendation to recommend City Council approval of the proposed modifications to
Policy and Procedure No. 159.
Discussion
The Council Committee on Recreation and Cultural Affairs identified several concerns with the application of the
naming oppodties to fundraising campaigns. These concerns included: a) the City Council should approve the
attachment of naming opportunities to fbndraising campaigns prior to the implementation of findraising activities;
b) naming opportunities associated with alcohol and tobacco products and political organizations should not be
considered; c) sponsoring organizations that are considering naming proposals for City faClities as part of a
fbndraising campaign should immediately review the proposal with staff; and d) acceptance of a naming
opportunity must be considered as conditional pending approval by the City Council. These concans are
summarized in the Annotated Agenda fiom the October 30 Council Committee meeting (Attachment No. 1).
Staff has incorporated these concerns into the text of PolicyProcedure No. 159. The revisions are underliied
within the text of the modifid Policylprocedure (Attachment No. 2). A new section, 4.5, enhances the Policy/
procedure with four steps that will guide the application of naming opportunities to hndraising campaigns. StafF
believes that the proposed mod&cations will address the issues discussed by the Council Committee last October
without resh-ichng the ability to attach naming opportunities to fundraising activities.
The proposed modifications to Policy/Produre No. 159 will have no impact on the General Fund.
Public Contact
Posting of the City Council agenda.
PROPOSED MODIFICATIONS TO POLICY AND PROCEDURE NO. 159 - NAMING OF CITY FACILITIES
Page 3
May 7,2002
Alternative Courses of Action
1. Approve the modifications to Policy & Procedure No. 159 associated with fundraising campaigns as
described herein.
2. Direct Mto develop additional modifications for consideration
3. Cease consideration of modifications to Policy & Procedure No. 159.
Council Committee Recommendation
The Council Committee on Policy Development and Internal Operations recommends that the City Council
approve the proposed modifications as described herein.
Recommendation for Action
Staff recommends that the City Council approve Alternative No. 1.
EdwardR James Prepared by: Mark G. Wen
CitYManager Director of Leisure Services
Attachment No. 1 -Annotated Agenda for Council Committee on Recreation and Cultural AEaks Meeting of
October 30,2001
Attachment No. 2 - Proposed Modifications to Policy/Procedure No. 159 -Naming of City Facilities
I
SUNDAY, NOVEMBER IO, 2013
Extra, Extra, Read All About It!
B~VERNE G. KOPYTOFF-
Copyright 0 1999 The Nnv Yak Times
. . . In an effort to raise money, Hun-
tington Beach in February sold
Coca-Cola exclusive rights to soft
drink sales on its property for nearly
$6 million in cash and services the
next 10 years.
“That goes a long way in putting
grass in the soccer fields for kids and repainting City Hall,” said
Donald R. S chulte, president oft he
Public Enterprise Group, a con-
sulting company that helped Hun- tington Beach negotiate its soft drink
deal. “None of it would come from
taxpayers.” Nearly a dozen cities across the
nation have since approved similar
contracts with ,soft-drink companies. The largest to do so is San Diego, where the city council voted in
November to make Pepsi its official
soft-drink in exchange for at least
$6.7 million the next 12 years. Soft-drink companies believe that
buying rights to city property is
good business for several reasons. In
addition to e liminating competition, they hope the access will allow them
to build customer loyalty and create a sense of goodwill in the com-
munity.
Officials in Huntington Beach, a
middle-class city of 200,000 in the Los Angeles suburbs, chose to
solicit a soft-drink contract in an effort to increase revenue and make
park improvements. A city consul-
tant, who has experience selling sporting event sponsorships, ap-
proached the major softdrink
SoJ-drink makers
making deals for
exclusive access to
public property
companies with the idea.
Both Pepsi-Cola and the Coca-
Cola Bottling Company of Southem
California submitted proposals. The
city council eventually approved
Coca-Cola’s proposal, which offered
$300,000 a year in cash and
$300,000 a year for in-kind main-
tenance.
In exchange for the money, Coca-
Cola got exclusive access to sell its soft drinks, bottled water and juices
on three miles of city beach, 60
parks and handful of city buildings. The company can install up to 180
vending machines on city property
and use Huntington Beach’s Surf
City logo in its advertising. Peter Green, the mayor, who
prefers to drink tea rather than soft-
drinks, applauds the deal for helping to balance the city’s budget.
Fears that Coca-Cola would flood
the city with unattractive advertising
have proved to be unfounded, he said. In fact, he added, the agree-
ment prohibits such practices.
“It’s not 1 ike we now h ave Coca-
Cola Pier,” Mayor Green said. “It
hasn’t been intrusive at all. In fact, I
haven’t noticed it at all.”
Cities are not the first government
entities to negotiate soft-drink rights.
School districts, for example, have
been selling soft-drink companies exclusive access to school property
for at least the last few years.
But bundling all of a city’s
municipal property for such a
contract is a relatively new phen-
omenon. Negotiating a deal for a
large territory is more practical for a
soft-drink company than doing business park-by-park, the soft-drink
companies said.
The marriage o f b ig business and
government womes some consumer
advocates. They complain that spon- sorship deals subvert government
oversight of corporations that con-
tribute money to the community’s
budget.
“It’s not just the pragmatic problem
of a municipality pushing a brand
that over-caffeinates and over-sugars
children,” said Jamie Court,
advocacy director for the foundation
for Taxpayer and Consumer Rights
in Santa Monica, Calif. “It’s also the symbol that government can be
bought for a small pittance and
branded with a cola company’s emblem.”
Sanctioning a company also raises
fears of price gouging. Mr. Court said that eliminating competition on city property could allow soft-drink
companies to raise prices.
Whether prices in Huntington Beach have increases since Coca- Cola eliminated its competition is
unclear. For a 20-ounce Coke, the
company charges $ 1.50 at the beach and $1 at City Hall.
Bob Phillips, spokesman for Coca-
Cola Bottling Company of Southern
California, based in Los Angeles, said the company always charges
fair prices with or without
competition and does not have
exclusive access to the handful of
restaurants on city property.
“People have to remember that
city property is only a very small portion of the total land mass of any
municipality,” Mr. Phillips said.
“Yes, at this park, there may only be a machine that cam’es our products.
But you can walk across the street and buy Pepsi from someone else.”
How much extra revenue is
flowing to Coca-Cola because of the deal is unknown. The company’s
vending machines at the pier did not
muster a single sale over an hour on a recent cool Friday afternoon, but
they will almost certainly attract
more business during the summer
when the beach is blanketed with
thousands of people.
Cities with outdoor activities are
particularly attractive targets for
soft-drink companies looking for an
exclusive contract, said David
DeCecco, spokesman for Pepsi-
Cola, a unit of PepsiCo, based in
Purchase, N.Y. Residents in such
places are more likely to visit a park
and work up a thirst, he said.
“I don’t know if we would get as
much out of a city in Saskatchewan
as in Southern California,’’ Mr.
DeCecco added.
That is not to say that northern
cities have no chance to enlist in the
soft-drink wars. Pepsi-Cola sponsors Amherst, N.Y., and Lynn, Mass., while Coke is the official softdrink
of East Lansing, Mich.
Some cities, like San Francisco, are philosophically opposed to the
notion of exclusive sofldrink con-
tracts. “San Franciscans tend to be very
independent-minded and promoters
of small business,” said Kandance
Bender, spokeswoman for Mayor Willie L. Brown. “I can’t imagine
that this would be something San
Francisco would do.”
Mr. Schulte, Huntington Beach’s consultant, said that the city may
enter into other corporate deals
worth millions of dollars a year. One
idea is to sell the exclusive right to install automated teller machines on
municipal property.
For the most part, residents and visitors were unaware or did not care
about the city’s contract with Coca-
Cola. James Gonzales, a college
student who was chying his
surfboard past the vending machines
at the pier simply shrugged his
shoulders when told about the deal
and said: “Coke or Pepsi, what’s the
difference?”
Now Brought to You
by Coke (or Pepsi):
Your City Hall
99 “Brought to You By ...
Partnerships
for the City of Kingston
Part 1: Corporate Partnerships
-A Position Paper -
April, 2003
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
I
Preface
The term “partnership” encompasses many types of relationships. For the purposes of this position paper, it is
defined as:
“an undertaking to do something together ... a relationship that consists of shared and/or compatible
objectives and an acknowledged distribution of specific roles and responsibilities among participants
which can be formal, contractual or voluntary, between two or more parties.”
(Partnership Resource Kit, 1995)
The City of Kingston is involved in a wide, complex range of partnerships with the community. Broadly
speaking, these types of partnerships often involve aspects of sponsorship, cooperation, coordination and
collaboration. Many of our current arrangements with community organizations and businesses are a
combination of several of these. This paper is not intended to be an exhaustive examination but is intended to
stimulate discussion and policy development in these areas.
The City must develop clear and consistent guidelines so that staff and outside organizations and businesses will
have a clear understanding of the terms in which the City of Kingston will become involved in partnership
arrangements. While we might wish to convey an active interest in pursuing mutually benejicial partnerships,
we are also obligated to act in a manner that will withstand public scrutiny.
Certainly, there are ethical issues and other factors that are common to each type of partnership in which the
City of Kingston is involved. However, for the sake of clarity this position paper will look at each type of
partnership independently.
2
Partnerships for the City of Kingston . Part I: Corporate Partnerships . A Position Paper
Table of Conten&
Preface ..................................................................................................................................................................... 2
Table of Contents .................................................................................................................................................... 3
1.0 Introduction ....................................................................................................................................................... 4
2.0 What Is “Corporate Partnership” ? ................................................................................................................... 6
3.0 What Should Be Included in the Policy? .......................................................................................................... 6
3.1 Scope: ............................................................................................................................................................ 6
3.2 Definitions: ................................................................................................................................................... 6
3.4 Corporate Partnership Agreements: .............................................................................................................. 7
4.0 What is Excluded from the Policy? .................................................................................................................. 7
4.2 The City of Kingston’s Own Sponsorship and Philanthropy ........................................................................ 8
5.0 How Are Naming Rights Determined? ............................................................................................................. 9
.. 3.3 Partnership Selection Guidelmes: ................................................................................................................. 6
4.1 Corporate Partnership Exclusions ................................................................................................................. 7
4.3 Gifts ............................................................................................................................................................... 9
5.1 Use of Logo and Slogan ................................................................................................................................ 9
6.0 Who Administers a Corporate Partnership Program? ....................................................................................... 9
9.0 Resources 12
10.0 APPENDIX A - City of Kingston Preliminary Draft Corporate Partnership Policy ................................... 13
7.0 Ethical Considerations .................................................................................................................................... 11
8.0 Conclusion ...................................................................................................................................................... 11 ........................................................................................................................................................
1 1.0 APPENDIX B - City of Kingston Draft Naming of Corporate Assets Policy ............................................. 16
12.0 APPENDIX C - City’s Corporate Identity Policy ........................................................................................ 18
3
1.0 Introduction
For many years, citizens have become accustomed to corporate advertising on public transit, arena boards and
other facilities. This corporate advertising provides an opportunity for the advertiser to promote its products
and the municipality to make some revenue.
Over the past decade, declining levels of grants fiom the Province and concern for tax payer burden have led
municipalities to look beyond this accepted practice of ‘corporate advertising’ to ‘corporate support’ more
broadly. Corporate support can come in different forms and serve many useful purposes, as the following chart
illustrates.
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
I Forms of Corporate Support
Source
Outright Gift
Matching Gift
Advertising and Marketing Budgets
Corporate
Partnerships
Employee Volunteers
Equipment Use and service donations
Use of Corporate
Facilities
ln-Kind Donations (a.k.a. ‘Gifts In
Kind‘)
Corporate
Foundations
Description
A outright contribution (a.k.a. a ’grantn of cash), usually in
response to a formal proposal describing a legitimate need
warranting financial support, freely given without expectation
of tangible benefit.
A contribution made to match an employee’s personal gift to a qualified not-for-profit organization, usually producing a
charitable gift receipt to both contributors.
A contribution made primarily to enhance public visibility
andlor for a ‘cause related‘ marketing purpose. Often, but nol ahys, the source of ‘sponsorship’ or ‘underwriting’ of a
special or benefit event.
__~
-Joint ventures andlor contractual agreements where programs and services are negotiated for the benefit of
employees, clients andlor other stakeholder groups (ie.
taxpayers)
Time, talent and expertise shared with the not-for-profit by corporate employees, by agreement
Use of facilities, equipment and professional services on a ‘pro bono’ basis
Access to buildings, telephones, printing and copying
machines, meetina rooms, etc.
Contributions of corporate products andlor other assets without charge or purchase
Separate entity (related to the corporation) through which all
gifts and grants are administered
Source: James M. Green&
Benefits (if any)
Official charitable receipt, published recognition, satisfaction
of supporting a worthy cause
Official charitable receipt,
published recognition, satisfaction
of supporting a worthy cause
Public visibility through enhanced
profile, possibly facility ‘naming rights’ for large contributions;
typically no official charitable
receipt, but deductible as a
business expense
As stipulated in contractual
agreement. Promotional benefits
possible, but no official
charitable receipt
Published acknowledgement,
possibly public recognition (Le.
Media coverage) , satisfaction of
helDina a worthy cause
Published acknowledgement, no offiaal charitable receipt, but may
be deductible as a business emense
Published acknowledgement, no official charitable receipt
Published acknowledgement,
official charitable receipt possible
based on ‘fair market value’ (FMV),
or may be deductible as a business expense
Published recognition in name of ‘foundation’ and official charitable
receipt for value of contributions
made
:adapted) ’Fund-Raising Cost Effeediveness’
Corporations can be asked to underwrite all or part of the costs building or upgrading facilities, programs and
events in return for appropriate public recognition. Of the many sources of corporate support, corporate
partnership is a potential new revenue source for the City of Kingston that will be examined in this document.
4
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
The concept of corporate partnership has been around for decades. Arts, entertainment and sports organizations
have been generously supported by the private sector for many years, which has paid millions of dollars for
everything fiom sports arenas and teams to performing arts centres.
However, when corporate partnership enters the public sector realm, it becomes a very different matter. The
challenge that faces municipalities is not the principle of partnership, but rather how the practice is
implemented. Municipalities do not want to leave themselves vulnerable to charges of conflict of interest or
influence peddling. Certainly, a municipality does not want to be associated with groups or firms whose policies
are considered unacceptable, illegal, or contrary to the City’s stated policies and directions. It is critical that
municipalities delineate between appropriate ‘donor recognition’, ‘event sponsorship’ and ‘corporate
partnership’ consistent with the type of corporate support involved.
Although corporations who undertake partnerships promote their image as good corporate citizens which in turn
can help their bottom lines, partnerships are not solely sales oriented. As one source noted “sales are only one
dimension of a business strategy ... others are building brand equity, building corporate image, and enhancing or
creating relationships with the public.” Companies are interested in “how the communities in which they do
business perceive them and about attracting the best and brightest employees.. . a sponsorship can contribute to
both of these.” In very real ways, companies are usually motivated by enlightened self-interest.
It is important that all parties involved in corporate partnership arrangements have policies in place for such
activities. Experience by other municipalities has highlighted the factors and issues that should be considered in
developing a municipal corporate partnership policy. This paper explores these issues and examines current
policy examples from other jurisdictions and suggests a draft corporate partnership policy for the City of
Kingston.
5
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
2.0 What Is “Corporate Partnership” ?
It is very important to define “corporate partnership” and distinguish it from “corporate philanthropy”.
Corporate partnership is a business arrangement and defined for the purpose of this position paper as: “a
mutually beneficial business arrangement between the municipality and an external company, organization or
enterprise wherein the external party contributes funds, goods, or services to a municipal project, initiative or
service in return for public acknowledgement, negotiated benefit and/or other promotional consideration.”
Most other municipalities use the term “corporate sponsorship” in addressing these issues. However,
professionals in the field of philanthropy define the term “~ponsorship” more narrowly as (usually) the
underwriting of costs associated with an event or “benefit activity” in exchange for public acknowledgement of
involvement, name on a ‘sponsor list’ or ‘signage’ etc. Corporate partnerships are very different arrangements,
mutually negotiated and often much more comprehensive.
3.0 What Should Be Included in the Policy?
Upon reviewing the literature and the examples fiom other Ontario jurisdictions, there are common
recommended elements for corporate partnership policies. These are:
3.1 Scope:
The scope is a statement that defines the context of the policy in reference to both solicited and
unsolicited corporate partnerships with the municipality. It should also speak to those areas that are not
affected by the policy or those that may be contained in other existing policies.
3.2 Definitions:
It is imperative that the policy contain clear and concise defrnition of the terms used so that there can be
no misunderstanding as to the intent of the policy.
3.3 Partnership Selection Guidelines:
Partnership policies should outline the criteria that must be satisfied in order to be considered for a
corporate partnership agreement. There are some common criteria and considerations used by most
municipalities including:
The relationship must be beneficial for both parties
The partnership must be consistent with the mandate, policies and objectives of the municipality
The partnership must enhance the development, delivery, awareness or continuance of one or more
City programs, services, or facilities
The relationship must not cause a municipal employee to receive any product, service or asset for
personal use or gain
Partnerships should not result in increased net costs to the municipality that are outside of the terms
of the agreement.
Long term implications on staffing and financial resources after the term of the partnership
agreement must be considered
Partnership must not imply endorsement of the company or its products and services and should
prohibit sponsors fiom making statements which suggest a company’s products and services are
endorsed by the municipality
Partnerships should not result in or be perceived as giving any preferential treatment outside of the
partnership agreement
The value of the partnership must be consistent with the level of acknowledgement accorded to the
partner organization
6
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
The program, service or facility for which partnership is being sought must not compete with
charitable organizations or with existing private businesses in close proximity to the City program,
service or facility
Public acknowledgement andor any enhanced public visibility negotiated through the partnership
will be designed so that it will not detract from the physical attributes of a location, event, facility
and service delivery
Partnerships will be subject to any other applicable approval process mandated by legislation,
regulation, bylaw or Council resolution
Partnerships will not be considered with individuals or corporations not in good standing with the
municipality (i.e. currently in violation of a by-law or under litigation)
3.4 Corporate Partnership Agreements:
Partnership relations should be confirmed in the form of an agreement between the corporate partner and
the City. In cases where the contribution value is financially modest (i.e. under $5000) and the nature of
the partnership warrants, in the opinion of the Director of Legal Services, these agreements could take
the form of a letter. All agreements should clearly indicate and address:
What the corporate partner is contributing and what the value of the contribution represents
The obligations of both the corporate partner and the City
The dispositions and ownership of any assets resulting from the partnership
Responsibility for the maintenance, insurance and taxes of all assets associated with or resulting
from the partnership
The duration of the partnership
The licensing and use of the City’s and the corporate partner’s name, trade and service mark and
other intellectual property, and any payment for such licensing and use (see Section 5)
A cancellation provision and the remedies available to both parties upon cancellation
4.0 what is Exdwikdflom the Policy?
A corporate partnership policy should also denote what areas are not intended to be covered by the policy.
These may include:
Instances when the municipality is the sponsoring organization, as the policy is directed at cases where the
City is approached by others to consider a partnership arrangement (see 4.2 below)
Advertising Sales - including the selling or leasing of advertising space on the City’s printed materials and
properties whereby the advertiser is not entitled to any additional benefits beyond access to the space
purchased. Advertising is a straightforward purchase of space based on pre-established rates. (The
exclusions noted in 4.1 may or may not be applied to advertising)
Funding or gifts in kind obtained from other levels of governments through normal transfer payments or
grant programs
Sales of expertise, software, property, intellectual property & services, or other more complex public-private
partnerships involving the delivery of direct service
Fees charged, purchase of service agreements, leasing of property, or similar revenue earned by the
municipality
Bequests & other Gifts (see 4.3 below)
Volunteer Service .
4.1 Corporate Partnership Exclusions
It is important to clarify up front any types of businesses that are to be excluded from consideration for a
partnership agreement. There are a variety of ways this is handled in the policies researched. For
example, the partnership policy from a public health department stated, “the product of the potential
sponsor must not be a substance deemed hazardous to individual health, to the environment or a health
product with unsubstantiated claims of effectiveness.”
7
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
Examples from municipalities were not quite as stringent. Almost every policy included one criterion
that prohibits partnerships or gifts from corporations who produce tobacco products. With respect to
producers of beer, wine or alcohol products, most examples state that these sponsorships will be
considered. In some cases, it is restricted to sponsorship of events that can be licensed under the LLBO
regulations. There is also usually a statement about advertising that promotes responsible consumption
and not accepting sponsorships for events targeted primarily at children and/or youth.
A drafi policy from the former City of Ottawa stated that event sponsorships should also reflect the
City’s recognition and belief in human rights and each person’s right to be treated with fairness respect
and dignity. Therefore, their policy included avoiding arrangements where the sponsor and/or its
policies, advertising, promotion, products, activities or events portray, promote or condone any of the
following:
“a) discrimination on the grounds of race, ancestry, place of origin, colour, ethnic origin, citizenship,
creed, sex, sexual orientation, disability, age, marital status, family status, the receipt of public
assistance, and/or record of offence as provided under the Ontario Human Rights Code;
b) the stereotyping, discrediting or demeaning of any group(s) or person(s) with special vigilance given
to the stereotyping of women, visible minorities and persons with disabilities; and
c) advertising and promotional initiatives that contain subliminal or concealed messages regardless of
the positive or negative nature of any such messages.”
In deciding what type of companies to exclude, the City of Kingston needs to ask “If this company
offered us $10,000 would we say yes or no? What if they offered us $5 million, would we still say no?”
As Rick Ashbee, the Executive Director of the Ontario Division of Muscular Dystrophy Association
stated, “If you have a problem telling people publicly that you’re working with a company then you
shouldn’t be working with them.”
4.2 The City of Kingston’s Own Sponsorship and Philanthropy
Although this paper is directed at instances where the City of Kingston is involved in negotiating
corporate partnerships, it is important to note that the City has no general policies with respect to its own
sponsorship of events or the participation of City of Kingston staff in fundraising and other
philanthropic activities. The only example of such a policy is Council’s recent decision regarding our
municipal staff support for the local United Way campaign.
Just as we are proposing guidelines as to how we will manage external corporate partnership
arrangements, the City also needs to develop policies on the process of providing support to the
community outside of the Healthy Community Fund grant program and purchase of service agreements.
These will be addressed in later parts of this partnerships paper.
Examples of the types of issues that arise in this area include:
0
0
Staff participating in the planning committee of charitable fundraisers
Staff entering a corporate team in community charitable fundraising events both during business
hours and outside of the work day
Placement of donation boxes at reception areas in City buildings
Individual solicitation of staff for donations or pledges for fundraising events
Distribution of information about upcoming fundraising events
It is important that City employees be encouraged to show their support for the well being of our
community through volunteerism and personal philanthropy. However, it is also critical that staff be
provided with guidelines as to what is appropriate within the workplace.
8
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
4.3 Gifts
Gifts are defined as contributions of cash, good or services that are given voluntarily in support of an
event, project, program or corporate asset. These are instances in which the City may be able to issue
an official charitable tax receipt. These gifts are philanthropic in nature and not business motivated
(voluntary transfers without expectations of benefit). Currently, the City of Kingston staff is working on
a separate policy on this topic for Council’s consideration.
5.0 How Are Naming Righ is Determined?
Often partnership agreements may include public acknowledgement of the partner in the form of naming of a
corporate asset. It is important that if not already established, the municipality have a policy on the naming of
any corporate asset including parks, open spaces, facilities, streets, and other municipal buildings or properties.
Municipalities have varied restrictions with respect to naming rights. For example, some will not name assets
after individuals at all, while others will only do so after the person is deceased. One municipality suggested
going a step further and only naming an asset after an individual if the person has been deceased for at least ten
years. This provides some protection that the individual’s contribution to the community is not tarnished by
their actions later in their life, and that their notoriety in the community stands the test of time. For namings
associated with partnerships, almost all municipalities place time limits on the naming rights that are in keeping
with the length of the partnership agreement.
Currently, the City of Kingston has a by-law with respect to street naming (2000-177 “A By-Law to Provide for
Civic Addressing), but no policy with respect to the naming of other assets. Therefore, in addition to the drafi
policy on corporate partnership there is a separate but related policy suggestion for the naming of corporate
assets appended to this document.
5.1 Use of Logo and Slogan
When entering a partnership agreement, the municipality is in essence “associating its good name” with
that of the “partner” corporation. In 1999 and amended in 2001, a policy was established with respect to
the use of the City of Kingston Logo and Slogan. Therefore, these terms must be reflected in any
partnership agreement. An updated Corporate Identity Policy is appended to this document. Conversely,
it is important the municipality stipulate if there are specific restrictions around partnership
identification. For example, the City of Vancouver states that the identification of sponsors on Police
and Fire vehicles is not acceptable under any circumstance.
6.0 who Adminhters a Corporate Partnetship Program?
The policy needs to outline how the corporate partnership program will be adNnistered and what the process
will be for negotiating partnerships. There are several examples for the City of Kingston to consider. Basically,
the administration can be done “in house” which is the case in all the Ontario jurisdictions researched; or it can
be “contracted out” to a partnership broker, which is the case in the City of Vancouver.
Part of the success of these relationships stems from who initiates the partnership. One commonly held belief is
that any initiative should not be sought by the politicians as it brings their credibility and objectivity to question
when Council needs to make related decisions. One suggestion is to use the economic development staff in a
municipality who typically have the business contacts and experience in dealing with the private sector and
have knowledge of municipal services and programs.
Once a potential partnership arrangement has been found, it is important that the approval process ensure
consideration of the partnership by all City divisions that could be affected by the decisions and as stated
earlier, adherence to all existing and regular approval processes (Le. licensing, zoning). Most municipalities
have one department (most often corporate services) who take a lead role in administering the program,
9 supported by a resource committee representing all departments.
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
Municipalities handle the issue of whether the seeking of partnerships should be a ‘competitive’ process
differently. Here are a few examples of how partnership programs are administered in other jurisdictions:
Regional Municipality of Halton: - -- Commissioner responsible for the area must approve all sponsorships valued at greater than $500 or where
there will be significant public profile
Ongoing sponsorship registry is established on their internal network. Staff complete an online form once
sponsorship has been finalized to help track volumes and types of sponsorship activity
Sponsorships valued at less than $15,000 may be entered into without a competitive process
Sponsorships valued between $15,000 and $50,000 may be entered into for up to 3 years with a competitive
process when there is only one suitable sponsor available, where a particular sponsorship opportunity is the
intellectual property of a particular proponent and where it is deemed that this concept would be beneficial
and where some other form of determining legitimate eligibility or pre-qualification has taken place
Sponsorships valued at over $50,000 and where the sponsorship opportunity is limited or exclusive, a
competitive process is always required. In this case or in cases for sponsorships between $15-50,000 that do
not meet the above criterion, the Treasurer must be consulted to detennine the appropriate competitive
process, the proposals are evaluated by an adhoc group of staff including the purchasing representative and
the sponsorship must not exceed a five year term
City of London:
Sponsorships are allocated competitively and are consistent with Purchasing policies; however, it is entirely
appropriate to enter into a sponsorship relationship with a particular business without seeking comparative
proposals when: a) the sponsorship is initiated by a business, in which case the sponsorship proposal shall be considered the
intellectual property of the business and it would be inappropriate for the City to seek competing proposals;
or
b) the circumstances of the City program, service or facility for which sponsorship is being sought make
single sourcing necessary, appropriate or a natural fit with a particular business
The City reserves the right to reject any or all unsolicited sponsorships offered to the City and to reject any
and all proposals for sponsorships that have been openly solicited by the City of London
All potential sponsorships opportunities and proposals are reviewed by the Management Committee
If all provisions of sponsorship policy and the value of the sponsorship is less than the preauthorized limit
set out in the Purchasing and Materials By-Law then administration can execute the agreement
If the value is greater than the preauthorized limit, then City Council must give approval
Sponsorship or donations are part of “Fundraising Plans” for specific initiatives. These plans detail the
scope and specifications of a project, communication tactics and anticipated donorhponsor recognition
including naming opportunities. These plans must be approved by City Council before being implemented
All donations of more than $50,000 require a written agreement developed in advance by the Department
Head of the lead department and the City Solicitor
A Fundraising Strategy Team identifies potential fundraising projects and reports on these to Management
Committee, reviews Event Sponsorship and Donation Policy annually, identifies other hdraising
initiatives in the area that may affect the City of Burlington’s initiatives, shares information on strategies to
avoid duplication, assists in the development and implementation of a communications plan to annually
recognize donors and acknowledge event sponsorship
A commissioned sponsorship broker is used to assist the City with its program, They used the guiding
principles established to solicit bids under the City’s normal purchasing practices and policies from
corporate players in the appropriate segment of the industry. After evaluation and negotiation, sponsorship
City of Burlington:
a
City of Vancouver:
10
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
agreement is recommended to Council.
7.0 Ethical Considerations
The public sector partnering with the private sector raises some ethical issues. Discussing these before moving
to establishing a corporate partnership policy will ensure that the direction is taken with ‘eyes wide open’.
Nowhere does the ethical debate seem more prevalent than in the use of private sector funds in the school
system. There is a fear that as the corporate sector moves into education there will be ‘corporate intrusion’ into
policy and curriculum. As one student stated, “once they are allowed in.. . the history of Canada will be turned
into the history of the McChicken.” Certainly, municipalities must also be cognizant of issues of favouritism
and “influence peddling” and ensure stringent policies are in place to deal with these concerns.
There should be built into the policy, provision for clear public accountability so that the public knows precisely
who has paid for what. Two approaches to this include an annual report on partnership arrangements that
outlines partnership that have occurred over the past year and including in reports to Council and Committees
identification of any partner relationship that relate to the matter being discussed. In cases where the partner
requests no public acknowledgement, the municipality can honour this request subject to any disclosure that
may be required pursuant to The Municipal Freedom of Information and Protection of Privacy Act.
Another ethical concern is the perception of competition for funds from the corporate sector between the not for
profits and governments. The move of the public sector to look for funds from corporations is viewed by some
in the third sector as unfair and unwarranted competition.
This is why the distinction must be made between corporate philanthropy and corporate partnership, For
example, event sponsorships tend to show up on a corporation’s books on the marketing and promotion line,
rather than as a charitable donation. Many see this distinction however as rather nebulous and argue that money
should not go to an organization that has taxing authority as municipalities have access to resources that no
other charitable organization has.
8.0 Conclusion
Municipalities in the Province of Ontario traditionally have had only three sources of revenue: property taxes,
user fees, and grants from the Province. The demise of unconditional grant programs in the Province has left
municipalities with the dilemma of trying to maintain and/or improve their facilities and services while keeping
taxes and user fees at a reasonable level. The concept of corporate partnership provides a new opportunity to
generate much needed revenue for ‘cash-strapped’ municipalities, including the City of Kingston.
Despite the ethical concerns noted above, it may be difficult to argue that it would be better not to have new
facilities or programs other than those “brought to you by ....” If a sponsor is willing to help defray the cost of
improved programs and facilities and make them more accessible to the community at large then this is clearly
an idea that warrants further discussion and analysis. The challenge for the City of Kingston and other public
sector organizations is to develop and implement a policy that is clear, concise and accountable in the eyes of
the public.
11
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
9.0 Resources
City of Burlington. Donations and Suonsorshiu Policy. 5 Nov. 2001.
City of Burlington. Naming of Citv of Burlinaton Corporate Assets. 5 Nov. 2001.
City of Calgary. SDonsorship Policy. 1 Feb. 1994
City of Kingston. By-Law No. 2000-177 A By-Law To Provide for Civic Addressing. 18 July.20o0.
City of Kingston. Corporate Identitv Policy Respecting Use of the Citv of Kingston Logo and Slogan.
City of London. Citv of London Council'Policies Relating to Cornorate SponsorshiP and/or Advertising - as of
15 May. 200 1.
Julv 5.2002.
City of Ottawa. Alternative Service Delivery and Corporate Sponsorship (discussion paper) (ACS 1996/1501-041).
1996.
City of Vancouver. Policv Report: Corporate Sponsorships (7 Nov. 1997) as cited at
httu://www.citv.vancouver.bc.ca/ctvclerk/97118/ul.htm 14 June. 2002.
Clarke, Betsy. Looking at the Moral Line before the Bottom Line. Muse, the Magazine of the Canadian Museums
Association, Vol. XVII, No. 1, Winter 1999.
Graham, Katherine. This Citv Brought to You bv.. . FCM Sourcebook 1997.
McClintock, Norah. Closing the Big Deal. Front and Centre, Vol. 4, No.3.: p. 1 -2,4 Canadian Centre for
McClintock, Norah. SDonsorshiP. Partnership, Strategic Investment. Front and Centre, Vol. 9 No. 1 : pg. 1-3
McClintock, Norah Why you need a SuonsorshiD Policy and How to Get One. Front and Centre, Vol. 3, No.5:
Metcalfe, Laura. Peterborough County to Adopt Corporate SDonsorship Policy in Public Schools. Arthur- Trent
Mink, James H. and Gwynneth Wallace. Cornorate Sponsorshiu. Health Canada. as cited at
Public Health Department, Regional Niagara. &I.
Region of Halton. S~onsorshi~ Policv (CS-90-98. CS-01-99}. 20 Jan. 1999.
Ries, Barry. UP Against Big Brother. Front and Centre, Vol. 2, No. 5: p.1-2, 19 Canadian Centre for Philanthropy.
Ritchie, Kevin. When Ciparette Comanies Butt Out. Front and Centre, Vol. 8, No. 4 pg. 4. July. 2001
Township of Mosman, Australia. Cornorate Sponsorshb Policv as cited at
Whitnall, John. L. Economic & Technology Development Journal of
Wyman, Ken. What are the Fund-Raising Challenges for the Next Ten or Twentv Years? Canadian Fundraiser
Philanthropy. 7 May. 1998.
Canadian Centre for Philanthropy. March. 2002.
p.12-13 Canadian Centre for Philanthropy. Sept. 1996.
University's Student & Community Newspaper Vo1.3 1 1996/97
http://www.hc-sc.rrc.ca/huub/socialmarketing/l/comorate sponsorshiu.PDF
16 May. 1996.
Sept. 1997
httu://www.mosman.nsw.rrov.au/uolicies/70922suonsor.udf 4 July 2002.
Canada. 1997. as cited at httu://www.edco.on.ca/iournal/storv13 .htm
e-news 14 Mar. 2001. as cited at
httu://www.canadianfundraiser.con/newslener/article.cfm?ArticleID= 1 32&ClientID= 1
12
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
10.0 APPENDLX A - City of Kingston Preliminaty Drafl Corporate Partnership Polity
A. Purpose:
This policy is intended to articulate the circumstances under which the City of Kingston will enter into
corporate partnership arrangements and to outline the process for assessing and entering into partnership
arrangements.
The City of Kingston is a respected public body that delivers a wide range of valued programs and services.
Through partnerships, private corporations and businesses may see value in associating their name with either
the City itself or with one of our programs, services, facilities or initiatives while providing the City of Kingston
with a new revenue source.
This policy is intended to provide guidelines that ensure that the goals of the corporate partner and the City are
aligned, the public interest is respected and the integrity of municipal programs and services is protected.
B. Scope:
1. Except as otherwise set out, this policy shall apply to all direct business relationships between the
Corporation of the City of Kingston and businesses which contribute either financially or in-kind to City
programs, services or facilities in return for recognition, public acknowledgement, or other promotional
considerations.
2. This policy shall apply to:
0 instances when the municipality is the sponsor as it is intended to be used when the City is the recipient
of a sponsorship
0 instances where the City of Kingston is one of several partners involved in hosting events
0 outside or external organizations receiving funding through the City of Kingston
0 advertising sales
0 funding or gifts in-kind obtained from other levels of governments through normal transfer payments or
grant programs
sales of expertise, software, property, intellectual property & services, or other more complex public-
private relationships involving the delivery of direct service
0 fees charged, purchase of service agreements, leasing of property, or similar revenue earned by the
municipality
0 bequests, gifts and gifts-in-kind
0 volunteers
C. Definitions:
For the purposes of this policy the following definitions will apply:
Advertising Sales:
The selling or leasing of advertising space on City’s printed materials and properties whereby the advertiser
is not entitled to any additional benefits beyond access to the space purchased. Advertising is a
straightforward purchase of space based on pre-established rates
Corporate Partnership:
A mutually beneficial business arrangement or partnership between the municipality and an external
company, organization or enterprise wherein the external party contributes funds, goods, or services to a
municipal project, service or initiative in return for recognition, acknowledgement, or other promotional
consideration.
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Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
Donor Recognition:
Refers to the acknowledgement and expression of thanks issued for a sponsorship, the previously agreed
upon terms of publicity andor promotion that suitably reflect the impact of the partnership.
GiAs:
Contributions of cash given voluntarily toward an event, project, program or corporate asset as a
philanthropic act, for which Charitable Tax receipt can be issued.
Gi fts-in-Kind:
Contributions of corporate products andor other assets without charge or purchase usually in return for
published acknowledgement. OBcial Charitable Tax receipt can be issued based on ‘fair market value’ or it can be deducted as a business expense.
Volunteers:
The contribution of skills or time through volunteer service does not qualify as a donation as it cannot be
deemed property as per the Canadian Income Tax Act.
D. Partnership Selection Guidelines
Acceptance of partnership will be based on, but not limited to, the following criteria:
1. The partnership must:
b be beneficial for both parties
be consistent with the mandate, policies and objectives of the City of Kingston
enhance the development, delivery, awareness or continuance of one or more City programs, services,
or facilities
take into consideration the long term implications on staffig and financial resources after the term of
the partnership agreement has expired
must be valued at a level consistent with the recognition or acknowledgement of the corporate partner
must give recognition in a manner designed not to detract from the physical attributes of a location,
event, facility and service delivery and adhere to the City’s Visual Identity Policy respecting the use of
the City Logo and Slogan.
be subject to any other applicable approval process mandated by legislation, regulation, bylaw or
Council resolution
take into consideration the anticipated community impact of the partnership, particularly when the
corporate partner’s products or public image may be deemed sensitive
2. The partnership must not:
b
b
b
b
b
14
imply endorsement of the company or its products and services and should prohibit corporate partners
from making statements which suggest a company’s products and services are endorsed by the
municipality
result in or be perceived as giving any preferential treatment outside of the partnership agreement
be accepted from individuals or corporations currently not in good standing with the municipality (Le.
currently in violation of a bylaw or under litigation)
cause a municipal employee or elected official to receive any product, service or asset for personal use
or gain
result in increased net costs to the City of Kingston outside of the terms of the agreement
be accepted from any corporations recognized as producing tobacco products
be accepted from any corporations recognized as producing beer, wine, or alcohol products exceDt for
special events not exclusively or primarily targeted at children or youth and held in facilities that can be
licensed under the L.L.B.O.
be accepted from any corporations who in any manner portray, promote or condone stereotyping of any
group or discrimination as defrned by the Ontario Human Rights Code
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
E. Partnership Agreements
1. The agreement will be in the form of a letter (for partnerships under $25,000 which do not include
any naming rights) or a contract (for those over $25,000 and/or those involving naming rights). It
will outline the following:
What the sponsor is contributing and what the value of the contribution represents
The obligations of both the sponsor and the City
The dispositions and ownership of any assets resulting fiom the partnership
Responsibility for the maintenance, insurance and taxes of all assets associated with or resulting
from the partnership
The duration of the partnership
The licensing and use of the City’s and the Sponsor’s name, trade and service marks and other
intellectual property, and any payment for such licensing and use
A cancellation provision and the remedies available to both parties upon cancellation
F. Process for Soliciting Partnerships
1. Partnership opportunities valued less than $25,000 may be entered into for up to five consecutive
years without a competitive process.
2. Partnership opportunities valued between $25,000 and $50,000 per year may be entered into for up
to five consecutive years without a competitive process in the following circumstances:
0
3. Partnerships opportunities valued between $25,000 and $50,000 require a competitive process when
it does not meet the circumstances outlined above.
4. Partnership opportunities valued at over $50,000 and the partnership opportunity is limited or
exclusive, always require a competitive process.
5. Partnerships that are for greater than a five year term require Council approval.
Where only one suitable sponsor is available.
Where a particular partnership opportunity is the intellectual property of a particular proponent
and where it is deemed that this concept would be beneficial to the City of Kingston.
Where the partnership opportunity is not exclusive in nature.
G. Partnership Approval Process
1. Providing that all provisions of this Policy are met, there are no naming rights involved and provided
that the value of the partnership is less than the pre-authorized limits set out in the City of Kingston’s
Purchasing By-law, partnership agreements may be executed by City officials: up to $25,000 by
Managers, $25,000 - $50,000 by Department Heads.
2. All partnership agreements over $50,000 and/or that involve naming rights must be approved by
Council.
3. For tracking purposes, the Finance and Legal Divisions must be notified in writing of all partnership
arrangements. A tracking system will be established in Finance to facilitate information sharing
between staff and to provide annual reports to Council on the volume and type of partnerships.
4. Any naming rights will be subject to the City of Kingston Naming of Corporate Assets Policy.
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Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
11.0 APPENDEB - Ciw of Kingston Drap Naming of Corporate Assets Policy
A. Purpose
This policy is to encompass the naming of any corporate asset including parks, open spaces, facilities,
streets and other municipal buildings or properties. The final decision for naming of corporate assets
will rest with City Council, including naming opportunities as a result of gifts and partnerships. The
naming of a particular corporate asset is important for public awareness, promotion and emergency
access. Therefore, naming will be consistent with the City of Kingston’s vision and will not contravene
any policy of the City nor reflect negatively on the City’s public image.
B. Intent
The intent of this policy is to:
9 Continue the current traditional practice of naming municipal property, buildings and park elements
after significant geographical, neighbourhood and historical elements;
9 Recognize on an exception basis, significant contributions that organizations or individuals have
made to the public life and the well-being of the people of Kingston; > Provide direction of how to apply for approval to name, rename or dedicate municipal property,
buildings or park elements
C. Policy Statements
1. >
9
9
9
2.
9
9
9 >
9
3. 9
> > >
9
9
4. 9 >
9
9
>
There are four main types of naming situations this policy intends to address:
Opening of a new corporate asset or reopening of a corporate asset following refurbishment
Honouring individuals or groups
Recognizing international, national or provincial events/competitions
Providing recognition of gifts, partnerships and joint ventures
The selection of a name will be based on a number of criteria including but not limited to:
A longstanding local area identification with the residents
Understandable to the majority of citizens in Kingston
Consistent with any other applicable policies and naming guidelines
Assists with emergency response situations by being consistent with street names and geographical
locations and meeting the requirements of Kingston Fire and Rescue, Kingston City Police, and Kingston Regional Ambulance Services
Consistent with partnership levels
Preference will be given to names that:
Give a sense of place, continuity and belonging reflecting the geographic location, community,
neighbourhood or street where the corporate asset is located andor;
Recognize the historical significance of the area andor;
Reflect unique characteristics of the site andor;
Reflect the type of service offered andor;
Are in keeping with a selected theme andor;
Honour individuals, living or deceased, who have made a significant contribution to the community.
Names will not be chosen that:
Cause confusion due to duplication or names sounding similar to existing locations within Kingston
Are the names of tobacco companies
Lend themselves to inappropriate short forms or modifications
Are discriminatory or derogatory considering race, gender, creed, political affiliation, or other
similar factors
Recognize the birth, marriage or anniversary of specific individuals (this can be done through
individual dedications of benches and trees though Parks and Arenas)
16
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
5.
9
9
9
9
9
6.
7.
8.
9
9
>
9.
Names of persons, organizations, corporations, foundations or their families 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
Contributing to the historical or cultural preservation of the City
Contributing toward the acquisition, development or conveyance of land or building
Exemplary or meritorious contributions to the City of Kingston
Andor where there is
A direct relationship or association that exists between former place of residence of the person or
group and the asset to be named
Naming in honour of elected or appointed public officials, City administrative officials or staff shall
occur only after their employment or public service has concluded (minimum 3 years).
Where the name of an individual is recommended after an in camera discussion, consent shall be
obtained from the individual or their next of kin prior to Council’s public consideration.
Where the naming opportunity is as a result of a partnership or gift the following factors must be
considered:
The significance of the contribution made relative to the construction and operating costs of the item
being named
The cost of establishing the naming option (e.g. cost of the signage to be paid by the applicant unless
the City has made the request for the name change)
Sunset clause associated with the length of time that the name will be used. Naming agreements
may be renewed if the appropriate gift or partnership is received.
Existing names will not be changed without consideration of the historical significance of the
existing name, the impact on the individual or organization previously named, the cost and impact of
changing existing signage, rebuilding community recognition and updating records (i.e. letterhead,
databases, promotional materials) Each application will be considered on a case-by-case basis.
D. Application Review and Approval Process
1.
9
9
9
2.
9 >
9
9
9
Applicant(s) shall submit a written request for civic naming to the City Clerk. The written request
shall provide the following:
Background information concerning the rationale for consideration of the request;
Biographical information if named after an organization or individual; and
Documentation including letters from organizations and individuals providing substantial support for
the request.
Each application for naminghenaming shall undergo a process which will:
Review the application for conformity with this policy
Circulate the application to the appropriate internal stakeholders for comment on the suitability of
the application
Discuss in camera any naming in recognition of an individual prior to discussing it with the
individual or next of kin.
Consult with external stakeholders in the community to the level of support or identify possible
objections to the requested civic naming
Determine whether or not a special event is planned to coincide with the formal naming
17
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
120 APPENDIX C - City’s Corporate Identi@ Policy
CORPORATE IDENTITY POLICY as amended May 15,2001
(May 18,1999)
(April, 2003)
RESPECTING USE OF THE CITY OF KINGSTON LOGO AND SLOGAN
1. CITY OF KINGSTON APPLICATIONS
1.1 Slogan
The Slogan shall be used in conjunction with the City Logo on City letterhead and business cards except
for instances noted in Section 1.6. In all other cases, the Slogan may be used in conjunction with the
City Logo at the discretion of the appropriate senior manager.
1.2 Vehicles
The Coat of Arms shall be used on all City owned vehicles used by officials enforcing by-laws of the
City of Kingston, i.e. Police, Fire and By-Law Enforcement. The City Logo shall be used on all other
City owned vehicles. No other Logo shall be used on City owned vehicles, with the exception of the
recycling vehicles, which may use the recycling symbol, and vehicles used by Utilities Kingston which
may use the Utilities symbol.
The City Logo shall be used to identify the following facilities:
KEDCO’s Visitor Welcome Centre
Grand Theatre Arenas
Utilities Building (2 1 1 Counter Street Office)
Municipal Parking Garages
The City Logo may be used on other facilities at the discretion of the appropriate senior manager, with
the exception of City Hall, Police and Fire Stations that shall use the Coat of Arms.
The City Logo shall be displayed on garbage receptacles in the parks and along Princess Street.
The City Logo shall be used on “Welcome to Kingston” signs at entranceways to the City and at the
Airport, Bus and Train Stations and the Marinas. Location of the signs to be determined by the
Commissioner of Operations.
1.3 Facilitieq
1.4 Garbage ReceDtacles
1.5 Signs at Entrance Ways to the Citv
1.6 Stationerv
Letterhead: all departments/divisions shall use the City Logo and Slogan on letterhead, with the ~~ exception of letters from the Mayor and Council, Police, Fire and Legal Services, and Council Support
when reporting on Council decisions. These areas shall use the Coat of Arms. Utilities Kingston shall
use its own logo.
Business cards: the Mayor and Council may use two types of business cards: one with the City Logo
and Slogan, and one with the Coat of Arms. Staff shall use the City Logo and Slogan, with the
exception of Fire and Police Services, which shall use the Coat of Arms.
Internal Memos: the City Logo and Slogan may be used on internal memos.
Publications and Maior Rewrts: the City Logo and Slogan or Coat of Am (not both on one document)
may be used on publications and major reports at the discretion of the appropriate senior manager.
Fax Covers: The City Logo and Slogan may be used on fax covers.
18
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper .
1.7 Pins and Buttons
1.8 Internet
The City Logo may be used on pins and the Tour Guides shall wear I.D. buttons containing the Logo.
The City Logo and Slogan shall be placed on the opening page of the City’s web site and on KEDCO’s
website.
2. REQUESTS TO USE LOGO BY OUTSIDE AGENCIES
2.1 Outside Agencies
Requests from outside agencies, profit or non-profit, and requests for commercial use of the City Logo
andslogan, shall require Council approval;
If the City agrees to partner on a project with the Agency, the terms and use of the City Logo and Slogan
must be outlined in the Corporate Partnership (letter/contract).
Use of the City’s Logo andor Slogan, properly registered as a federal trade-mark, shall be governed by
licensing agreements that include in part:
a) an indemnity clause releasing the Corporation of the City of Kingston, its employees and agents of
all liability in the event of damages to persons or property;
b) an assurance by the event provider or manufacturer that they will provide insurance with adequate coverage to cover any and all costs and that written proof of that insurance shall be provided to the
City of Kingston before publication or use of the City’s trademark,
c) provision for pre-approval by the City of the use of its trademark,
d) provision of notice period required to terminate the licensing agreement,
e) grounds for termination, including inappropriate or unapproved use of the City’s trademark.
3. CITY LOGO AS A SOURCE OF REVENUE
3.1 Revenue Source
The City may generate revenue from the sale of t-shirts, baseball caps, big buttons, coffee mugs, spoons,
etc. depicting the City Logo.
4. DESIGN STANDARDS 4.1 Desim Standards
The City Logo and Slogan shall be used in accordance with guidelines contained in the design manual.
CITY OF gLNGSTON LOGO AND SLOGAN DESIGN STANDARDS
The logo and slogan of the City of Kingston are registered trademarks. The following style guidelines govern all
graphic reproductions of the trademarks to ensure that the City’s corporate identity is presented in a clear,
consistent, and easily recognized fashion.
Swle Guidelines
0
0
0
The logo and slogan may be used together or separately.
Use of secondary logos: if two logos appear on one page, the City Logo is dominant and the secondary logo
may appear at the bottom of the page (the two must be separated)
When used on vehicles - white “wart” should be avoided, especially when on a dark blue truck To avoid
this, simply place the logo in a square white box. (if square is slightly rounded at the comers, it doesn’t peel
0 The logo and slogan cannot be distorted. A distortion is anything other than the trademarks as registered.
The slogan must appear in lower-case Italics.
The logo must be sharp, clear, and surrounded by a protective zone of open space. The open space should be
no less than W. The logo must be separated from distracting elements and must not be dominated by other
typeface or graphics. 19
off)
Partnerships for the City of Kingston - Part I: Corporate Partnerships - A Position Paper
0 The logo may not be overprinted or combined with other designs.
0 The logo may be reduced or enlarged but proportional changes and distortions are not permitted. The logo
may not be reduced to less than 2cm in diameter.
0 The logo may be reproduced in full colour (as per the registered trademark); or one colour in both positive
and reverse.
0 Attention must be paid to ensuring a high quality reproduction of the trademarks.
20
K,RT Wire I 10/15/2003 I Cities lease land, sell naming rights to boost budgets Page 1 of4
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ernail this
Posted on Wed, Ob. 15, 2003
Cities lease land, sell naming
rights to boost budgets
BY LAURIE FOX
The Dallas Morning News
(KRT) - DALLAS - The natural gas wells north and west of Fort Worth, Texas, spell pc
to Mayor Mike Moncrief.
Until recently, most of the companies doing the pumping sought out private landown
purchase rights.
Then they discovered that Fort Worth and neighboring Denton, Texas, owned some F
their own.
Now, undeveloped city-owned property is a source of potential revenue for the cash-
"These property and mineral rights are a tremendous opportunity, a godsend," Mona
were able to go through a difficult budget process this year without massive layoffs c
service.
"But we have a tremendous demand for things in this city and not enough money to
As we deal with a difficult fiscal environment, we have to take advantage of every op
have."
Many cities throughout the nation are coming to a strikingly similar conclusion: Carry
government solely on the backs of the taxpayers is not viable anymore.
So they're seeking ways to fund services and creative opportunities in the corporate
weren't tapped in the past.
Selling naming rights to everything from stadiums and parks to nature preserves is t
common option for cities - and some states - large and small.
Increasingly, private companies are paying big bucks to become a city's official soft c
http://www .centredaily .com/mld/centredaily/news/70 1 88 86. htm 8/26/2004
WT Wire I 10/15/2003 I Cities lease land, sell naming rights to boost budgets Page 2 of 4
phondbeach vehicle/highway sponsor.
In turn, cities are effectively selling their names to the highest bidders to stem financ
without raising taxes.
The deals range from multimillion-dollar contracts - such as a recent $166 million del
New York City and Snapple - to make one drink a city's "official beverage" to more r~
agreements that place corporate logos on tennis courts and bus stops.
"These cities have a lot of undiscovered, dormant marketing assets, and they don't k
develop a strategy to use them," said Chris Lund, vice president of the Superlative G
Cleveland, a municipal marketing and consulting firm that is bidding on the city of Dz
"Cities need to pretend that they're advertising agencies, and they need to take a go
product. "
Dallas officials recently decided to take a hard look at other cities' efforts to raise mo
sponsorships, licensing, merchandising and marketing to see whether they could get
pie.
Dallas officials are so confident that corporate America will come calling that they've
million influx from sponsorships and naming rights within the next fiscal year.
Dallas plans to hire an outside firm to inventory structures, parks and equipment tha
moneymaking opportunities and to help craft a sponsorship policy.
"In tough times, sometimes adversity breeds creativity," said Mary Suhm, Dallas' firs
manager. "It's a matter of opening your mind to the opportunities."
With sales tax revenue continuing to fall - $35 million to $40 million over the last feM
said Dallas must think in new ways.
In Fort Worth, officials estimate that future deals to lease land and mineral rights cot
city $282,000 a year per high-producing well. The city plans to use a land agent and
attorney to help develop a policy, and would set aside $15,000 for a Gas Well Lease
program.
Denton city attorneys came up with a plan and have natural gas wells pumping on 5(
city-owned Denton Municipal Airport.
Bernard Weinstein, director of the Center for Economic Development and Research a'
of North Texas in Denton, said that while Fort Worth and Denton's land leases have "
revenue potential," he doubts that other area cities would reap substantial financial t
municipal marketing.
"No politician wants higher taxes in poor economic times," he said. "But there's no fr
there. I think we're really talking about nickels and dimes."
Some U.S. cities, however, have found ways to make money from private business if
ways.
The city of San Diego is widely credited with having one of the most successful munic
http://www.centredaily.com/mld/centredaily/newd7O 18886.htm 8/26/2004
J
.1
KRT Wire I 10/15/2003 I Cities lease land, sell naming rights to boost budgets Page 3 ot 4
campaigns in the country.
The city has taken in more than $5 million in the last three years through contracts v
wireless services, Chevrolet for beach patrol cars and Pepsi as the exclusive vendor f
drink machines on city property. The income might seem small compared with the cil
million annual operating budget - until city leaders point out that the program costs !
year to operate.
Gary Ruskin, executive director of Commercial Alert, a national nonprofit group that I
commercialization in government, said he's troubled by wide-ranging attempts to "sr
soul."
"Some things are just too important to be for sale," he said. "The revenue gained by
less than the long-term losses. Cities depend on their civic pride to raise money. And
that their town is a huckster, they aren't as willing to donate.
"This is just damaging to the identity of a city."
Ruskin added that cities such as Boston, San Francisco and Los Angeles have rejecte
for subway stations, a football stadium and other public facilities.
Michael Reinemer, a spokesman for the National League of Cities in Washington said
does see cities trying to do more with less money. But while some cities are curious i
corporate partnerships, they're not a widespread phenomenon.
"These partnerships should only reflect what makes a city comfortable," he said. "Ann
facing closing libraries and after-school programs and laying off police officers, some
agreements can save some of those cuts. Cities and towns have been working with tl
sector for years."
In Plano, Texas, city officials have taken a modest approach to raising cash.
They simply looked around town and began the online sale of fire hydrants, stoplight
main covers and umbrellas and folding chairs with the city logo.
In the month that the store has been operating, it's raised $5,000.
"I've seen a lot of ideas come and go," said John McGrane, Plano's finance director, v
city might also begin selling city vehicles and confiscated bicycles through an online i
"People are just getting more creative."
I --- 0 2003, The Dallas Morning News.
Visit The Dallas Morning News on the World Wide Web at http://www.daliasnews.con
Distributed by Knight Riddernribune Information Services.
ernail this
8/26/2004 http://www.centredaily.com/mld/centredaily/news/70 18886.htm
MI’ Wire I 10/15/2003 I Cities lease land, sell naming nghts to boost budgets rage 4 or 4
Ads bv Gooale
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http://www . centredaily .com/ml d/centredaily/news/70 1 8886. htm 8/26/2004
Naming rights - Wikipedia, the free encyclopedia rage I 01 I
Naming rights
From Wikipedia, the free encyclopedia.
Naming rights as contemplated in this article are the right to name a piece of property, either a tangible property
or an event, usually granted in exchange for valuable consideration such as money. Universities and colleges have
long given alumni and other major donors the right to name rooms, laboratories, buildings, sports venues; and
other facilities, often for themselves or loved ones, in exchange for large contributions, with the general rule being
that the larger the contribution, the larger the facility named.
One early place named for a company is Times Square in New York, named for the New York Times newspaper.
One of the first sports facilities to be named for a company was Wrigley Field in Chicago in 1926, named for the
Wrigley chewing gum company.
The modem era of naming rights in North America is often considered to have Begun when the New England
Patriots of the National Football League sold the rights to name the stadium that thky had constructed in Foxboro,
Massachusetts in 1970-71 to the Schaefer brewery. Since then, most large sports venues and several other public
buildings have had their naming rights sold, usually for a specific period of years, to corporations seeking to keep
their name before the public. Some sports historians cite an earlier beginning. It is claimed by some that the
Anheuser-Busch company originally proposed naming the then-new ballpark occupied by the St. Louis Cardinals
(which AB owned at the time) in 1966 "Budweiser Stadium" and when this idea was nixed by the Commissioner
of Baseball they then proposed the name "Busch Memorial Stadium" (now "Busch Stadium") after one of the
company's founders, which was readily approved, and then immediately afterward came out with a product named
"Busch Bavarian Beer" (now simply "Busch Beer").
The results of this development seem to have been mixed. Naming rights sold to new venues before they have
ever opened have largely been quite successful, as the public has no previous name by which to refer to the venue,
i.e., Coors Field in Denver. However, selling the naming rights to an already-existing venue has been somewhat
less successfd, as in the attempt to rename Candlestick Park in San Francisco to 3com Park. The general public,
and some media outlets, continued to call the facility what it had been known as for over three decades, and the
attempt was soon abandonned.
Retrieved fiom "http://en. wikipedia.org/wiki/Naming-rights"
m This page was last modified 01: 13,ll Aug 2004.
m All text is available under the terms of the GNU Free
Documentation License (see Copyrights for details).
t
http://en.wikipedia.org/wiki/Naming-rights 8/26/2004
75 Lewisham Road
Prahran Melbourne Vic 3181 Australia
T: +61 (0) 3 9510 8873 F: +61 (0) 3 9510 8868 M: +61 (0) 407 316 865
e-mail: frank@opray.net
Web: www.opray. nethvashington
ABN: 12 204 779 910
Washington- Services
Naming Opportunities Associated with Major Gifts or
Bequests
1. Background
The opportunity for designated or naming opportunities has long been
recognised as a useful tool to assist in maximising the fundraising potential in
a range of institutions.
Naming opportunities typically are associated with buildings, sporting facilities
and other identifiable physical areas within institutions but can also be of
considerable assistance in prompting donations to scholarship funds, staff
professional development programmes and endowment funds.
Traditionally many institutions have tended to honour “doers”, such as former
Heads of schools, rather than “givers” in naming buildings, rooms and the like
and clearly a sensitive balance needs to be found between these two differing groups of institutional supporters.
2. Rationale
From the standpoint of seeking to maximise fundraising potential, the
availability of naming opportunities can be of attraction to the institution in the
following ways:
the direct impact of a major gift, (a new or upgraded building or
facility),
the ability of the gift to raise the sights of other major prospects who
are likely to view the initial gift as a benchmark or standard for their
own gift,
the value of association with a prominent individual, corporation or
foundation that may enhance the image of the institution, (the donor
may also seek and receive a reciprocal benefit),
a sufficiently large gift may generate positive publicity simply
because of the size of the gift,
the opportunity to reach families of supporters, as well as
individuals, via the naming process,
the prospect of leveraging up a gift in order to reach a threshold
figure as dictated by the naming opportunity.
3. Policy Guidelines
Bearing the above in mind, the introduction of naming opportunities for donors
at any school, club or institution should be subject to the following or similar
guidelines:
areas or programmes named should be for not less than $x,m
which might be as a single payment or over say, a five year period,
(this does not preclude the possibility of plaques being applied to
seats, display cabinets and the like, recognising lessor amounts),
the gift should be made in advance of the naming,
naming opportunities should not be granted in response to a
bequest from an estate until the gift is realised,
a vetting or approval committee should be established to oversee
the naming opportunity process and policy,
care should be taken in regard to prior and future namings which
honour those who have given service rather than financially,
naming opportunities should' be for the life of a building without a
time limit and efforts should be made to continue to honour the
name thereafter,
the donor or hidher family should be given right of first refusal to
assist in the funding of any newhenovated building should the initial
one be upgraded or demolished.
4. Recommendation
Boards should consider if any or all of these contingencies apply to their
institution and they should debate and adopt policy positions accordingly. It is
vital, in our view, that this consideration and policy adoption process take
place prior to discussions with potential donors such that those discussions
can be held against the background of known and agreed institutional
attitudes.
Boards owe it to their institution to see that unambiguous policy guidelines are
in place so that those who are responsible for soliciting gifts can do so with
authority and with due confidence.
Frank Opray,
December 2002
corporate naming rights Page I ofY
arke t in g 4337a?B
Names in Lights: corporate purchase
of sport facility naming rights
Dr. Larry M. McCarthy (Department of Recreation 8t
Sport Management, Georgia Southern University)
Dr. Richard Irwin (Bureau of Sport and Leisure
ommerce, Department of Human Movement
ciences and Education, University of Memphis)
Abstract
economics of sport is such that sport managers must constantly
ue sources. Maximizing revenue from arenas and stadia
alaries and team operating costs. While fans or those in
been the focus revenue production arenas or stadia have
identified as a particularly suitable means of keeping pace with
evolved as a potential source of long-term income for a franchise through
the sale of naming rights, Permanent Seat Licenses (PSL’s), and luxury
suites. Historically, publicly owned arenas and stadia have been named
after a geographic location (Texas Stadium), a significant individual (RFK
Stadium), or the base tenant (Giants Stadium). Selling the name of an arena, particularly, a newly constructed, publicly owned arena, was
considered a major political issue. As costs escalate however, political
entities and business have realized that selling the naming rights of an
arena to a corporation has become an unique source of income which
could offset costs borne by taxpayers. Not only has it become an
invaluable source, it has become a highly desirous source of income for
lenders, as contractually obligated income (COI). Financial institutions
prefer investment opportunities with a high level of COI as it provides
revenue stability and predictability in debt service. Furthermore, facility
name entitlement has significant appeal to corporations endeavoring to
capitalize on revenue production potential, via exclusive in-venue product
distribution rights (e.g. pouring rights), as well as demonstrating local
community citizenship. This paper examines the evolution of the selling of
stadium and arena naming rights, the legal and contractual issues involved,
the marketing impact of owning the naming rights of an arena, and the
means by which a corporation can maximize such an investment.
Introduction
The economics of sport is such that sport managers must constantly
http://www.ausport.gov au/fulltext/l998/cj smlv2n3/mccarthyinvin23. htm 8/26/2004
corporate naming nghts rage L or Y
ntify new revenue sources. Maximizing revenue from arenas and stadia
s been identified as a particularly suitable means of keeping pace with
lating player salaries and team operating costs. Permanent seat
ses (PSL’s), luxury suites, club seating and expanded concessions are
ng revenue sources which have proven to be extremely lucrative for
nchises and arenas. Sport fans, or those who attend at a venue, have
the focus and source of these means of increasing revenue. Recently
s and stadia, rather than attendees, have been identified as a
ntial source of long-term income for a franchise through the sale of
naming rights. In fact, McGraw (1998) estimates that for large market
as naming rights agreements may net $8 million annually.
publicly owned arenas and stadia in North America have been
a geographic location (Texas Stadium), a significant individual
m), or the tenant (Giants Stadium). Similar examples of a
ia named after geographic locations and significant individuals abound
r areas of the world, The Melbourne Cricket grounds, Estado
mo Canedo in Mexico City, Murrayfield in Edinburgh, Highbury in
n, Croke Park and Parnell Park in Dublin.
wever, the purchase of naming rights represents a unique marketing
portunity for corporations as sport facilities are relatively few in number
imitation or duplication by competitors virtually impossible. There
ently only 115 major league team in the United States and
with twenty-one of these teams sharing arenas thus reducing the
perties available to 94. Similarly the premier division of
glish soccer has 22 teams, while the Australian Football League
ustralian Rules) has 16 teams. McGraw (1998) has indicated that the
arcity of such properties has proven to be quite valuable, and an ideal
ns for establishing a presence in regions where corporation have not
iously conducted business or are seeking to expand operations. Such
the strategy of Key Bank when they purchased the rights to the home e Seattle Supersonics, and renamed it Key Arena, establishing an mediate name recognition in a critical expansion market where the rights
lder had recently acquired a number of bank branches.
volution of Facility Naming Rights
spite it’s seemingly recent emergence as a phenomenon associated
h the continued underpinning of sport by commercial entities, the
ming of arenas and stadia after commercial organizations, is not a new
currence. Wrigley Field, home of the Chicago Cubs, was built in 1914,
d was originally called Weeghman Field. In 1926 it was renamed in
r of William Wrigley, Jr. the owner of the hapless Cubs. That he was er of the Wrigley Gum Company, would not have been lost on
entrepreneur, who additionally had one of the city’s more
n town landmarks named afler him and his company. In 1953,
hen Anheuser-Busch Breweries purchased the St. Louis Cardinal’s,
Park was renamed Busch Stadium after August Busch, Jr.,
he company. Hernon and Gainey (1991) have indicated that
ed his board of directors that the development of the
s would have untold value for the company, and that it was one of
est moves in the history of Anheuser-Busch, a move which included ing the stadium name to that of the company.
e first corporate naming rights agreement of the modern era was
mpleted in 1973 (Friedman, 1997). This was a sponsorship agreement
tween the County of Erie, NY and Rich Products Corporation, for the
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r
b
8/26/2004
corporate naming rights rage 3 or Y
then new home of the Buffalo Bills. The Rich Corporation agreed to pay
$1.5 million over 25 years to have the stadium named Rich Stadium.
The first naming rights agreement where the name of the arena was
altered to benefit a corporate sponsor occurred in 1987. The Los Angeles
Forum, home of the Los Angeles Lakers, and the Los Angeles Kings,
became the Great Western Forum when the Great Western Bank bought
the naming rights. Since 1990 a significant number of arenas and stadia
have, either altered their names to reflect a relationship between a
corporate entity and the arena, or in the case of newly constructed arenas
been given corporate monikers. Prior to 1990 a total of only four major
league arenas in North America had corporate names. Since 1990 the
number of major league teams playing in corporately named facilities has
grown to 51 as shown in table 1. Naming rights have been sold to a variety
of corporations, but they have typically been sold to corporations in airline, telecommunications, automobile, consumer products, computer, financial
services, and beverage industries (Friedman, 1997).
Table 1
Number of corporate named facilities
Since 1990 Pre 1990
10 of 30 (30.0%) 0 of 28 (0%)
15 of 29 (51.7%) 2 of 27 (7.4%)
14 of 26 (53.8%) 1 of 21 (4.8%)
12 of 30 (40.0%) 1 of 28 (3.6%)
Major League Baseball
National Basketball Association
National Hockey League
National Football League
otives for Facility Sponsorship
le Friedman (1997) has elaborated on a variety of objectives that have
n pursued by corporations engaging in sport facilrty naming rights
arrangements, Schlossberg (1 996) contends that its basis is direct
marketing and community goodwill. This has been supported by research
which has found that the primary motives for facility title sponsorship are to
provide a public service as well as enhance the sponsoring company’s
market position (Irwin 8 Sutton, 1995). This may be best illustrated by the
proposed sponsorship of the new arena in Denver, Colorado by Pepsico.
Pepsi’s funding of the arena aided the community’s effort to secure a
National Hockey League (NHL) franchise, the 1996 Stanley Cup Champion
Colorado Avalanche, while also retaining the Denver Nuggets, a franchise
in the National Basketball Association. It has been argued that professional
sport adds to the community cuRural spirit (Sandomir, 1997), and by
endowing the locality with a state of the art venue, which has emerged as
the sport franchise security trump card of the nineties, Pepsico will very
likely be viewed as a valued corporate citizen which has significantly
contributed to the community’s quality of life. Perhaps more important, as a
part of the naming rights arrangement Pepsico will assuredly secure
exclusive soft drink pouring rights within the arena at all events.
Additionally, it would appear likely that Pepsico’s subsidiary food products
division, which includes fast food giants Taco Bell, Pizza Hut, and Kentucky
Fried Chicken, as well as snack food supplier Frito Lay, will be provided first option for in-arena vending rights and concession trade.
How do companies that lack the direct link such as product usage within
the arena benefit from a facility sponsorship that includes naming rights?
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corporate naming ngnts rage 4 vi Y
haaf (1995) reports that facility entitlement has become a popular means
leveraging event access and maximizing the marketing opportunities.
elch & Calabro (1997) contend that Pro Player, an apparel company,
successfully used its' naming rights arrangement with Miami's Joe Robbie
Stadium to catapult from virtual obscurity to name brand recognition within
the marketplace. This is, in all likelihood, due to facility name inclusion in all
media coverage of the venue's attractive calender of events, which
includes the Florida Marlins of Major League Baseball, the Miami Dolphins
of the NFL and the 1998 collegiate football national championship game.
Representatives of Corel Corporation estimate that securing the facility title
onsorship on the Corel Center, home of the Ottawa Senators of the NHL,
s generated in excess of 400 million annual media impressions of the
mpany name (Kaydo & Trusdell, 1997). Sponsors will typically endeavor
sponsor, or partner with, a facility that regularly hosts nationally televised
ents which will generate significant media attention of venue and
onsor (Friedman, 1997).
addition to recognition within the local as well as national media,
mpanies claiming facility title rights will contract for inclusion of venue xecutive suites for client entertainment, event tickets for employees and
tional giveaways, and special access for event-related promotional
(Kaydo & Trusdell, 1997). Furthermore, Canadian Airlines, as a
of its' deal with the Calgary Saddledome netted the exclusive team
contract for the primary tenant, the NHL's Calgary Flames, as well as
' minor league affiliate (Friedman, 1997). These examples highlight the
hich a naming rights deal provides the sponsor optimum
r sponsorship integration as well as incremental business
ming Rights Entitlements & Pricing
sponsorship pricing is directly affected by the naming rights
ent contents or entitlements. While the inclusion of luxury suites,
o events, and preferred parking at the arena are standard insertion
virtually all agreements, as is the use of the arena for business use by
onsor, the majority of arrangements include not only the name of the
but also an understanding that the name will be used in association
e facility at all times by arena management and tenants. These
s typically agree not only to make reasonable efforts to use the name
facility identification but also facilitate media usage in all
mmunications. The quantity and location of facility signage generally
rges as a significant component of naming rights negotiations. Ideally,
nsors desire to see their name and logos located in what Crowley
1) has described as "heart of the action" locations. Those are locations
h are on the playing surface, players, or equipment related to the
ent. A third negotiable element commonly found within a sponsorship
ement is "extended" use of the rights holder's name, aside from
age, throughout the facility. In a number of arenas, including the United
ter in Chicago and Delta Center in Salt Lake City, the sponsor's name
ns employee uniforms, napkins, plates, trash cans, letterhead, and
ion, by having their corporate logo painted on the roof of the
as does the Canadian Airlines Saddledome in Calgary, Alberta.
ldings have the benefit of being in the flight path of busy
In fact, the United Center offers its title sponsor further name
ternational airports.
ditionally, the quantity and quality of events to be held at the arena will
pact the cost of the sponsorship. The presence of a base tenant in the
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corporate naming nghts vage 3 or Y
form of a professional or collegiate team guarantees a minimum number of
dates that the facility will be in operation thus generating sustained
exposure and entertainment opportunities for the naming rights holder.
Base tenant existence can also lead to hosting other sport related events
such as play-off games, all-star events, or championship finals. Combining
sport and non-sport events, such as conferences, conventions, concerts allows facility management to generate the number of events necessary to
make naming rights an attractive proposition for a corporation. Meanwhile,
the presence of a major league professional franchise as a base tenant
guarantees national exposure which will satisfy naming rights purchasers.
Such presence significantly enhances the value of the property and justifies
the higher price which nationally known arenas command, particularly in
arenas which house more than one professional franchise. In the case of
the RCA Dome in Indianapolis it is a condition of the agreement between
the city owned facility and the corporate sponsor Thomson Electronics. If
arena hosts only events of regional interest the rights fee decreases
nificantly (Greenberg & Gray, 1996).
, in all likelihood, the cost of a naming rights sponsorship largely
on what the local market will bear. The Rich Stadium agreement
1973, in which Rich industries paid a mere $1.5 million for a 25-year
sorship, pales in comparison with the $66 million paid by Banc One to
n the name entitlement for Arizona Diamondback Stadium (Banc One
ark) in Phoenix when play begins in 1998. Unquestionably, the
economic conditions within these markets influenced the respective price
tag for each facility’s title rights as did the competitive nature of the market
(McGraw, 1998). In 1973, the Rich Product Corporation experienced little
competition in seeking stadium name entitlement compared to corporations
seeking similar arrangements today.
or stadium operators setting the price of a naming right sponsorship is
typically not as difficult as it is for the rights holder to evaluate the benefits
associated with the arrangement. Arena financial needs and the total value
of the individual components of the package may be used to determine the
price (Friedman, 1997). A sponsor may evaluate the cost of the
sponsorship on the basis of cost of brand exposure such as when
television, radio and print media all use the corporate name when reporting
on events held at the facility and people see the corporate name or logo
when traveling past the facility. Marine Midland Bank calculated exposure
housand costs for their sponsorship of the Marine Midland Arena to be
than $1, where as their cost per thousand for newspaper advertising
found to be approximately $42 (Friedman, 1997).
anagerial Implications
effectiveness of such advertising is illustrated by Greenberg and
96). America West Airlines purchased the naming rights for the
Suns arena for $550,000 for the first year, with a three percent
annual increase to the initial fee. When the Suns hosted the Chicago Bulls
finals a thirty second commercial spot on NBC cost
erica West name and logo were seen and heard N through out the series at a cost of only $583,495 or
fa one minute television commercial
would appear that in most cases sport facility name entitlement makes
good business sense as witnessed by 3COM, a technology company that
realized a 50% increase in annual revenues ($2.3 billion) for the year following the consummation of an agreement to secure the naming rights
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corporate naming rights Page 6 01 9
Candlestick Park in San Francisco. 3COM spokespeople
cated that their name appeared in over 180 articles that they
percent more resumes, and saw volume trading of the stock
increase dramatically (Greenberg & Gray, 1996).
riedman (1 997) found that consumer purchasing behavior and corporate
angements. While Schaaf (1 995) indicates that measuring the return on
estment is a rather difficult task there is significant value in entitlement
opportunities. Schlossberg (1 996) has reported estimates placing this value
at approximately $5 million a year in media exposure alone. Corporate
onsors would appear to be relatively satisfied as few naming rights
reements have changed hands.
attitude were favorably impacted by sport faality naming rights
rmance Research (1 997) reported that on average 60% of the
ation in a given market will recall that the facility is named after a
corporate sponsor. They polled a total of 724 randomly selected
respondents in 14 cities which were divided among those who had
corporately named facilities and those who did not. Unaided recall of NBA
arenas bearing corporate identification was highest with 81 % of
respondents able to identify the rights holders name while it was lowest anchises with only 51% correctly citing the facility's corporate
r. In contrast 67% of respondents suggested that the "corporate rship of the facilrty adds to the community". When queried about the
of the sponsorship on their purchase intent 26% suggested that
ncreased purchase consideration while 68% reported no change.
naming rights relationships are considered long-term marketing
portunities, sponsorship arrangements which extend for at least a
cade or more are common. Longer term arrangements provide stability
r the sponsor and the arena owner, and it allows both to create enduring
tities. They also allow the sponsorship agreement to be included as a
nue stream for the construction of new arenas, which in the case of
icly funded arenas, can lighten the load of taxpayers. In this regard
ing rights arrangements become critical elements of the funding
ocess, because they are a highly desirous source of income for lenders,
contractually obligated income (COI). Financial institutions
tment opportunities with a high level of COI because of the
bility and predictability in debt service it provides. Howard
997) has indicated that a ratio of 1O:l is an industry standard where one
of contractually obligated income allows an arena owner to borrow 10
s. A fifteen year, 30 million dollar naming rights agreement, similar to
negotiated by the Fleet Financial Corporation for naming rights for the
eet Center, home of the Boston Bruins and Boston Celtics, appears to
arena management to borrow significantly against COI generated
he naming rights.
h 8 Calabro (1997) caution that negatives may exist for companies
ng to attach their name to a sporting facility. In fact, Performance
earch found that only onequarter of those polled favored existing or
arenas bearing the name of a corporation. Loyal fans of teams playing
nd arenas rich in tradition and history may be less inclined to
new facility name. It would be difficult to imagine calling Green
u Field, home of the Packers, or Wembley Stadium in
on, or Soldier Field in Chicago by any other designation. "While
itably there is initial resentment from sentimental fans who will never
n see a game at "The Boston Garden" or "Candlestick Park" the idea
naming rights is now so firmly entrenched that most people understand
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corporate naming nghts Page '/ of Y
economic reality and consider the deals to be a common business
actice" (KPMG, 1997, p.11). Furthermore, while name changing has not
rred yet with any degree frequency, sport managers should be aware
f renegotiations fail, other sponsors may be leery of attaching their
name to a building closely identified with a previous rights holder. However,
the construction of a state-of-the-art facility, complete with interactive virtual
reality activities, in-seat ondemand statistical displays, and climate control,
bearing the name of a community-minded title sponsor would appear to
have a high potential of overcoming negative feelings held by residents.
Corporate acquisition and mergers may create another danger for facilities
and franchises particularly where a particular brand or company may be
subsumed in a merger. When the old Boston Garden was replaced, it was
originally going to be known as the Shawmutt Center. When Shawmutt was
acquired by the Fleet Financial Corp., during the arena's construction, the
arena was renamed the Fleet Center. Such may be the case for the MCI
Center in Washington DC, home of the NHL Capitals and NBA Wizards.
Should the proposed merger between MCI and WorldCom come to fruition
under the name of MCI WorldCom Inc. an interesting situation arises
concerning the name of the facility.
here is little question that the concept of corporations attaching company
names to sport facilities will continue to grow expanding beyond large
market, major league facilities into middle-tier markets, minor league
arenas, and school-based settings. Carrier's sponsorship of Syracuse
University's domed facillty (KPMG, 1996), Pepsi's sponsorship of the
Knickerboker Arena in Albany, NY, Oldsmobile's sponsorship of
Oldsmobile Park in Lansing MI (KPMG, 1997), and Auto Zone's name
entitlement for the Memphis Redbirds baseball stadium setve as evidence
of such expansion. However, sport facility managers must be diligent in
rushing to cash in on this revenue producing opportunity. Hastily pursuing
accepting naming rights fees without comprehensively assessing the uation is a public relations nightmare waiting to happen. Therefore, it is
ggested that prior to attaching corporate identity to any sport facility the
lowing questions be raised:
. What will be the public's reaction to a corporately named publicly
. Are there alternatives to renaming the entire facility (e.g. naming the
eld, a stand or terrace)?
Is it possible for corporate and public/political names to coexist without
arty (e.g. Guinness/Croke Park) ?
. How will a corporate identity impact the facility image?
. What are the renewal opportunities at contract expiration?
. What are the implications of a future change in name rights holder?
. How is the prospective name rights holder viewed within the community?
. What are the mobves/objectives of the prospective rights holder?
http ://www ausport . gov. adfull text/ 1 99 S/cj sm/v2n3 /m ccarthy i win23 htm 8/26/2004
corporate nammg ngnts rage u or Y
. How does the procurement of a name rights holder impact funding of a
0. How does the procurement of a name rights holder effect facility
ile the concept of naming rights will undoubtedly continue to flourish
ill also emerge beyond the sport
t for corporations to attach
an array of regionally recognized facilities. The naming of the Midwest Express Center, in Milwaukee, is for
-sports affiliated convention
mphitheaters have begun to
naming rights and examples include the PNC Arts Center in
NJ and the Nissan Pavilion in Stone Ridge, Virginia. Therefore,
ilities nationwide are secured porations for the purposes of enhancing company and/or brand ting, astute facility managers must begin to wonder what will be
Authors Note
this paper was presented and appeared in the conference
gs of the European Sport Management Conference held in
References
rship audience. European
man, A. (1997). NamiBq rights deals. Chicago: Team Marketing
onomies of professional sport
Paper presented at the annual
Sport Management, San
e ideal sport sponsorship
ons hi ps existing between
nd sponsorship objectives. Proceedinqs of the Seventh Bi-Annual World
, 113-127, Melbourne, Australia.
ernon, P. & Ganey, T. (1991). Under the influence. NY: Simon &
http://www.ausport.gov.au/fulltext/l998/cj sm/v2n3/mccarthyinvin23 .htm 8/26/2004
corporate naming ngnts Yage Y 01 Y
Kaydo, C. 8 Trusdell, B. (1997). Stadiums ‘r us: visibility is the reason that
companies are clamoring to sponsor stadiums. Sales and Marketing
Management, 149(1), 74.
Performance Research (1 997). Attitudes towards sponsorship of stadiums
and arena_s. Newport RI: Performance Research.
McGraw, D. (1998, January). Hitting paydirt. Sports Scene. 8-9.
Sandomir, R. (1997, June 8). The name of the game is new stadiums. The
Commercial Appeal. B3-4.
Schaaf, P. (1995). Sports Marketing. Amherst, NY: Prometheus Books.
Schlossberg, H. (1 996). Sports Marketing. Malden, MA: Blackwell
Welch, R. 8 Calabro, L. (1 997). The name of the game: why it makes
nancial sense to name a stadium. CFO. 13(6), 25-28.
Sport Markebng IS copyright unless othervvlse stated For academic and personal use,
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hout the express permission of the executive editor. The Journal is registered as a journal (issn 1327-
Natronal Library and the ISSN Internabonal Centre in Pans
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copy of a web document originally published in the Cyber-Journal of Spc
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Incumbent Partners
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CITY OF CARLSBAD, RECREATION DEPARTMENT
ALGA NORTE COMMUNITY PARK PROJECT
PUBLIC SPONSORSHIP CONCEPTS
SEPTEMBER 7,2004
PURPOSE:
In coordination with the City’s designers from Wimmer, Yamada, and Caughey and City’s
artist Pad Hobson, the purpose of this program is to identify opportunities for public interest
and financial sponsorship within the development of the Alga Norte Community Park Project.
The design team feels strongly that sponsorship concepts should complement the overall
facilities, particularly their function, architecture, appearance, landscaping, setting, etc.
This program is not intended to address “naming rights” or other current or future City or
Department policies or programs beydhd the scope of the development of Alga Norte
Community Park Project.
This program also does not, at this stage, set any anticipated financial contribution levels or
amounts. Estimated initial creation and installation costs, including any ongoing maintenance
and replacement costs, would be developed by the design team if the concept(s) is selected
to go forward by the City.
The following concepts have been developed by the project design team as possible
opportunities for public interest and financial sponsorship within the project.
SPONSORSHIP OPPORTUNITIES:
Bronzed Donor Athletic Shoe Installation
An opportunity exists within the development of the outer pedestrian circulation walkways
around and within the park for public participation in the form of bronzed athletic shoes from
individuals, families, groups, businesses, etc. The concept is to receive a pair of athletic
shoes from the sponsor to be bronzed and inscribed with their name(s) and preferred
sport(s). The bronzed shoes would be arranged to look as if they are actually walking or
running on a raised continuous concrete pedestal that parallels the proposed IO’ wide
perimeter circulation path(s) that circle the interior of the park. This donor project would
require an estimated minimum of 25 pairs of shoes to warrant proceeding with the installation
of the raised concrete pedestal, the bronzing of the shoes, and the resulting installation within
the park. There is ample room for future expansion of this concept along other stretches of
circulation walkways within the park. Estimated cost to have the shoes bronzed, inscribed,
and installed on the concrete pedestal will be developed in the future.
Softball Bat Bench Sculpture
Using integral concrete color that matches a wooden bat, the sculpture is formed in half by an
estimated 28’ long and 18” high casting in the form of a baseball bat. Famous quotations
from legendary players would be inscribed into the flat seat side of the bench. There is the
opportunity for at least 3 or possibly more of these installations in and around the plaza area
Page 2
September 7,2004
Alqa Norte Communitv Park
of the 3-ballfield complex within the park. These installations would lend themselves to a larger level of sponsorship given their special nature, size, significance within the ballfield
layout, etc.
Dog Paws Walk of Fame
An opportunity to make donations to the park is a concept that echoes the‘Ho//ywood Walk of
Stars called the Dog Paws Walk of Fame. Donors would be invited to press their dog’ forepaws into a cement dog bone shaped mold that will be fired in the shape of a large dog
bone. These would be arranged within and around the “dog park area of the park. There would be ample room in the general area of the “dog park“ to expand this program if it became continuously popular in the future.
Commemorative Plaques within the Aquatics Center
Public participation within the Aquatics Center could be focused upon securing a commemorative plaque containing family, individual, business, etc., names. A 6” by 6” stone tile of a style, color, and material matching the other building materials within the Aquatics Center would be either engraved or perhaps cast with the sponsors name(s) and then installed on several large exterior building wall surfaces within the Aquatics Center. This concept has been used successfully at many other locations and facilities generating considerable public interest and participation. Utilizing compatible building materials, colors, textures, etc., will result in an installation that blends well and complements the facilities. Again, there is ample room for future expansion of this concept within the Aquatics Center.
i
ALGA NORTE COMMUNITY PARK I1 \
-=- Sports Pipe Sculptures Shaped 1" galvanized steel pipe will trace the outlines of a
basketball player, a softball outfielder and a skateboarder.
The pipe sculptures will float 6" from the surface of exterior walls of two buildings and a proposed retaining wall that are
adjacent to their respective fields, courts and bowls.
Pool Towel Banners
Thirty-eight 1O'x 2'- 6" bnners depicting pool towels are sited on
19 light standards in the quatics complex parking lot and pool area.
"Softball Bat Bench kulpture" Using integral concrete color that matches a wooden bat that is cut in half
the two 28' long by 18" high cast concrete sculptures are a proportionally
correct sih-specific approach to field infrastructure. Famous quotes from
legendary players of the game will be inscribed into the flat seat side of
the bat bench expanding the function of 0172 of the tools of the game by replacing the mundane and predictable bench with whimsical xulptures
designed to enhance the intrinsic aesthetic quality of a softball field.
Donor Project
Dive Technique and Swim Stroke Panels Supporting the aquatics theme six 8' x 4' x %" cortin steel panels
depicting cutout designs of dive and swim strokes will be
sited in the entry garden of the aquatics complex. Five more 8' x 2' x Y4" cortin steel panels will be arranged between the
cutout panels. $35,650
* Dog Paws Walk of Fame Another opportunity to make donations to the park is a program that echoes the Hollpvvood WalkofS[arscalled
TheDagPaws Walkoffame, Donors will be invited to press their dogs'forepaws into a cement dog bone shape that will then be fired and arranged with other dog bones in an area within the planned dog run.
Donor Project