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HomeMy WebLinkAbout2006-10-16; Parks & Recreation Commission; 1006-7; Naming Rights of Parks & Municipal FacilitiesPARKS & RECREATION COMMISSION - AGENDA BILL AB# 1006-7 MTG. DATE: MO/16/06 STAFF: I CALARCO NAMING RIGHTS OF PARKS AND MUNICIPAL FACILITIES INFO ACTION RECOMMENDED ACTION : Receive an update and provide comment on the Revised Naming Rights Policy #48 ITEM EXPLANATION : At the September 21, 2006 Parks and Recreation Commissioner's meeting, the Commission requested that staff provide an update on the Naming Rights Policy (Policy #48). Naming rights serve several important needs in the City of Carlsbad. First, it allows City departments to effectively leverage private resources in order to provide Carlsbad community members with the highest quality services. Secondly, Naming rights allows individuals, organizations, corporations and/or foundations to actively participate in the growth of the community. Thirdly, naming rights allows the City to honor those who have made a valuable contribution to civic life in Carlsbad. The original Naming Rights Policy was designed and implemented in 1991. The focus of that policy was on Parks, including facilities and amenities within Parks. In 2005, a City goal team was established in an effort to look at the Naming Rights Policy more globally, with the understanding that other facilities and departments had opportunities for naming rights as well. The team was asked to reevaluate the existing policy and develop new criteria and guidelines to support the entire City. The team began gathering information by collecting naming rights policies from other cities, universities and libraries. This allowed the team to track naming rights trends and opportunities across the country. The team also had Council Policy No. 45 "Sponsorship of City Youth Recreational Programs and Events" and Council Policy No. 48 "Naming of Parks, Facilities and Amenities in Parks and Renaming Parks" for guidance (Exhibits 1 and 2). For additional context of past practices, the Library provided donation levels for naming opportunities around the opening of the Carlsbad City Library on Dove Lane. The team also met with the Sponsorship goal team to ensure that the work done by each team was not in conflict. It was agreed that the Naming Rights goal team was working on a policy strictly for City facilities while the Sponsorship team was looking at creating an overall marketing and sponsorship plan for the Recreation Department. Next, the goal team members assessed which items in various policies were most in line with the City's mission, vision and values statement. The team also felt it was extremely important to include wording indicating that the City has the right to reject or revoke naming rights from any individual, group or organization whose views do not promote the City's mission, norms, values or interests. AB # 1006-7 Page 2 After much discussion, the team produced a draft policy which also included a procedure for naming rights. The team then shared this draft with several key staff members from Recreation, Library, Arts and Public Works, for their input and questions. Using the feedback received, the team drafted a policy and forwarded it to the City Attorney for his comments and recommendations. Incorporating the City Attorney's feedback, a final draft of the Naming Rights Policy (Exhibit 3) was developed. While working on the policy itself, the team also assessed values associated with naming rights to determine true market values. The team found that it is difficult to put a number on market values because naming rights may differ based on several factors: The strength of the current economy Other naming rights opportunities currently available in the community Location of the facility where naming rights are offered The amount of people who pass through or by the facility on a daily basis Visibility of the donor's name Due to the factors listed above, the team has not assigned values based on true market values. The team also felt that any values that would be assigned in one given year may quickly become outdated, depending on the current market at the time. The team thought it was important to not limit the types of facilities that are eligible to receive naming rights. Therefore, the policy refers to Parks, Municipal Facilities and Amenities within those Facilities which includes, but is not limited to, the following: Theatres/Auditoriums Meeting, Study or Community Rooms Conference Rooms Offices Reception areas/Lobbies Gardens Open spaces i.e. lawns or playing fields Pools Staff will be preparing an Agenda Bill regarding the revised Naming Rights Policy #48 and forwarding it to the City Council for their consideration. FISCAL IMPACT: The proposed policy has no fiscal impact. EXHIBITS: 1. Existing Council Policy No. 45 "Sponsorship of City Youth Recreational Programs and Events" 2. Existing Council Policy No. 48 "Naming of Parks, Facilities and Amenities in Parks and Renaming Parks" 3. Draft Revised Policy No. 48 "Naming Rights of Parks and Municipal Facilities" 35*. EXHIBIT 1 CITY OF CARLSBAD Policy No. 43 COUNCIL POLICY STATEMENT Date Issued 10-2-90 Effective Date 10-2-90 General Subject: Cancellation Date n/a SPONSORSHIPS AND ACCEPTANCE Supersedes No. n/a OF DONATIONS Specific Subject: SPONSORSHIPS OF CITY YOUTH RECREATIONAL PROGRAMS AND EVENTS Copies to: City Council, City Manager, City Attorney, Department and Division Heads, Employee Bulletin Boards, Press, File PURPOSE ro establish guidelines relating to donations and sponsorships of City recreation programs and events. STATEMENT OF POLICY "In order to provide wholesome recreational opportunities, the City of Carlsbad will neither solicit nor accept donations for youth programs; open to anyone under the age of 21 years that may be detrimental to the health, safety or well being of the youth involved. This exclusion will include but not be limited to alcoholic beverage or distribution companies, tobacco product companies and businesses engaged in the distribution or manufacture of drug paraphernalia, pornographic materials or firearms (unless for the purpose of Gun Safety classes)." EXHIBIT 2 CITY OF CARLSBAD Policy No._ 48 COUNCIL POLICY STATEMENT Date Issued June is. 1991 Effective Date June 18' 1991 General Subject: NAMING OF PARKS Cancellation Date Supersedes No. Specific Subject: NAMING OF PARKS, FACILITIES AND AMENITIES IN PARKS AND RENAMING PARKS Copies to: City Council, City Manager, City Attorney, Department and Division Heads, Employee Bulletin Boards, Press, File PURPOSE To establish guidelines and procedures for the naming of parks, facilities and amenities within parks and the renaming of parks. STATEMENT OF POLICY The Parks and Recreation Commission shall be responsible for recommending the name of parks, facilities and amenities within parks and for considering the renaming of parks every 25 years. The Commission will recommend and the City Council will determine the official name of parks, facilities and amenities within parks. PROCEDURE At the appropriate time for naming a park or considering renaming a park, the Parks and Recreation Commission will solicit public input. The proposed names shall be submitted in writing to the Parks and Recreation Commission with justification to aid in considering the proposal. The proposed name shall be placed on the Commission agenda, allowing appropriate time for review by the Commission (and subcommittee, as necessary) and to publicize and receive input from the public at the Commission meeting. When considering proposals, the Commission shall emphasize the following criteria in making their recommendation to the City Council: Geographic location Community significance Historical significance School name, when adjacent to a school Individual person who shall have made a significant contribution to the City The Commission's recommendation will be forwarded to the City Council for their determination of the official name. EXHIBITS CITY OF CARLSBAD ^ Page 1 of 4 48 COUNCIL POLICY STATEMENT ~~ General Subject: NAMING RIGHTS OF PARKS AND MUNICIPAL FACILITIES Cancellation Date. Supersedes No. Specific Subject: Naming Rights Of Parks, Municipal Facilities, And Amenities Within Those Facilities Copies to: City Council, City Manager, City Attorney, Department and Division Heads, Employee Bulletin Boards, Press, File BACKGROUND: The intent of this policy is to: • Confirm the current practice of naming parks, municipal facilities, and amenities within those facilities, after significant geographical, neighborhood and historical elements; • Recognize significant contributions that organizations or individuals have made to the public Hf:; and the well-being of the citize.is of the City of Carlsbad; • Provide guidance on how to apply for approval to-name or rename parks, facilities, and ameniti* s within those facilities; • Expand the current practice of naming parks to include all appropriate municipal facilities and any amenities within a park or municipal facility. PURPOSE: To revise and establish the criteria and procedures for the naming rights of parks, municipal facilities, and amenities within a park or municipal facilities in consideration of financial contributions or in recognition of any significant contributions to the City of Carlsbad that it wishes to honor. STATEMENT OF POLICY: There are three types of naming situations this policy intends to address: • The opening or reopening of parks, municipal facilities, and amenities within those facilities; • Providing recognition of financial contributions to the City of Carlsbad; • Honoring persons, organizations, corporations, or foundations in recognition for their significant contributions to the City of Carlsbad. Criteria for Naming Rights: • Honors individuals, living or deceased, who have made a significant contribution to the City of Carlsbad; • Consistent with contribution level; • Longstanding affiliation with the City; 35 CITY OF CARLSBAD Page 2 of 4 ^ 48. COUNCIL POLICY STATEMENT Effectrs General Subject: NAMING RIGHTS OF PARKS AND MUNICIPAL FACILITIES Cancellation^ Supersedes No7 Specific Subject: Naming Rights Of Parks, Municipal Facilities, And Amenities Within Those Facilities Copies to: City Council, City Manager, City Attorney, Department and Division Heads, Employee Bulletin Boards, Press, File • Provides a sense of place, continuity and belonging reflecting the geographic location, community, neighborhood or street where the park, municipal facility or amenity within the facility is located; • Recognizes the historical and/or cultural significance of the area; • Reflects unique characteristics of the site. Names will not be chosen that: • Cause confusion due to duplication or names sounding similar to existing locations within the Chy of Carlsbad; • Are the names of companies whose business is substantially derived from the sale of alcohol, tobacco, firearms, pornography, and/or sexually explicit goods or services; • Are discriminatory or derogatory considering race, gender, creed, religious or political affiliation, or other similar factors; • Recognize the birth, marriage or anniversary of specific individuals. The City of Carlsbad reserves the right to reject or revoke naming rights opportunities by individuals, groups, or organizations whose views or public statements do not promote the mission, norms and values, or interests of the City. Names of persons, organizations, corporations, or foundations will be considered when they have made a significant contribution to the City of Carlsbad by: • Enhancing the quality of life and well-being of the City and its Citizens; • Contributing to the historical or cultural preservation of the City; • Contributing toward the acquisition, development, or conveyance of land or building to the City; • Exemplary or meritorious contributions to the City; • A direct relationship or association that exists between a former place of residence of the person or group and the parks, facilities, and amenities within those facilities to be named. Where the name of an individual is recommended after an internal discussion, written consent shall be obtained from the individual, their next of kin, or their estate prior to the City Council's public consideration. CITY OF CARLSBAD Page 3 of 4 ^f 48COUNCIL POLICY STATEMENT ""'* General Subject: NAMING RIGHTS OF PARKS AND MUNICIPAL FACILITIES Cancellation Bite. Supersedes No. Specific Subject: Naming Rights Of Parks, Municipal Facilities, And Amenities Within Those Facilities Copies to: City Council, City Manager, City Attorney, Department and Division Heads, Employee Bulletin Boards, Press, File Where the naming opportunity is the result of a financial contribution, the following factors must be considered: • The significance of the contribution made relative to the construction and operating costs of the parks, municipal facilities, and amenities within those facilities; «• The cost of establishing the naming option (costs to be determined by the responsible Department on an individual basis). The duration of naming rights of parks, municipal facilities, and amenities within those facilities shall be decided or negotiated on a case-by-case basis. Naming rights of parks, municipal facilities, and amenities within those facilities may be renewed by mutual agreement between all the parties. 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 signs, rebuilding community recognition and updating records (i.e. letterhead, databases, and promotional materials). Each naming right application will be considered on a case-by-case basis. PROCEDURE; Applicant(s) shall submit a written request for naming rights to the corresponding Department Director, with justification to aid in considering the proposal. The proposed name shall be placed on the Board and/or Commission agenda (if required), allowing appropriate time for review by the Board and/or Commission and subcommittee if necessary, and to publicize and receive input from the public at the Board and/or Commission meeting. The Board and/or Commission's recommendation will be forwarded to the City Council for their determination of the official name. In the case of City-sponsored support groups raising funds on behalf of the City (i.e. Friends of the Library and/or Friends of Carrillo Ranch), it will be necessary to establish naming rights gift levels prior to soliciting gifts and offering naming rights to prospective donors. No final commitment to name a park, municipal facility or amenity within the facility can be made to a potential donor without the appropriate 37 CITY OF CARLSBAD Page 4 of 4 Policy No. 48 COUNCIL POLICY STATEMENT Date Issued Effectj^pate General Subject: NAMING RIGHTS OF PARKS AND >«^ MUNICIPAL FACILITIES Cancellati Supersedes N< Specific Subject: Naming Rights Of Parks, Municipal Facilities, And Amenities Within Those Facilities Copies to: City Council, City Manager, City Attorney, Department and Division Heads, Employee Bulletin Boards, Press, File approvals as outlined within this policy. The support groups will first establish recommended gift levels for naming rights. The recommended gift levels will then be submitted to the corresponding Department Director for its review and then submitted to the corresponding Board and/or Commission. The Board and/or Commission's recommendation on the gift levels will then be forwarded to the City Council for its final approval prior to the support group soliciting donations for naming rights.