HomeMy WebLinkAbout2024-05-23; 2024 TGIF Concert in the Parks Sponsorship Program Update (Districts - All); Ray, KristinaTo the members of the:
CITY COUNCIL &--
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May 23, 2024
Council Me morandum
To:
From:
burn and Members of the City Council
Kristina Ray, Com rrt11ff\-C,v.u.· -u.1 & Engagement Director
Via: Scott Chadwick, C y ager
{city of
Carlsbad
Memo ID# 202403 8
Re : 2024 TGIF Concert n e Pa rks Sponsorship Program Update (Districts -All)
This memorandum provides a status update on the 2024 TGIF Concerts in the Parks sponsorship
pilot program.
Background
On Dec. 12, 2023, staff presented a review of the 2023 TGIF Concerts in the Parks, including
feedback from concert attendees and the broader community. After reviewing feedback, the City
Council decided to return to a nine-concert schedule in 2024, put new security measures in place
and explore a sponsorship program to help offset rising costs.
Staff returned to City Council on March 19, 2024, to provide a planning update, which included
plans to launch a sponsorship pilot program. Following the City Council meeting, staff launched
the pilot program following the framework in City Council Policy 79 -Corporate Marketing
Partnerships Utilizing City-Owned Assets.
Discussion
Staff reviewed similar sponsor programs created for previous City of Carlsbad events and offered
in other cities. Drawing from those best practices, staff developed a sponsorship menu with two
different levels:
Title Sponsor: $10,000
• Company recognition in all promotional materials including news releases, social media,
the cit y's website and flyers
• Entrance signage recognizing your company as a title sponsor at all concerts.
• 4' x 7' field signage (4 locations)
• Opportunity for a company representative to be recognized on stage at each concert
• Recognition by the event announcer at each concert
• Official TGIF sponsor badge to use in company marketing
• One reserved parking pass for the entire season
This opportunity is limited to three sponsors.
Policy & Leadership
Communication & Engagement
1200 Carlsbad Village Drive I Carlsbad, CA 92008 I 442-339-2820 t
Council Memo -2024 TGIF Concerts in the Parks Sponsorship Program Update (Districts -All)
May 23, 2024
Page 2
Event Sponsor: $5000
• 4' x 7' field signage (2 locations)
• Recognition on the city's website and in two posts on the city's social media channels
• Recognition by the event announcer at three concerts
City staff promoted the opportunity through several channels, including:
• Email announcement of the sponsorship opportunity to all Carlsbad businesses
• Announcement included in the weekly City Manager's Update email
• Announcement included in the monthly Cultural Arts e-newsletter
• A news release
• Posts on the social media channels
• Discussions and emails to the Carlsbad Chamber of Commerce, Carlsbad Village
Association and Visit Carlsbad
Following the sponsorship program announcement, several organizations expressed interest.
Many were interested in providing in-kind sponsorships, offering services or additional event
programming (e.g., kids activities or event decorations) rather than a financial sponsorship. While
generous, these types of sponsorships were outside the scope of the initial pilot program's focus
and would have resulted in cost increases due to additional staff time needed for coordination.
To date, two organizations have expressed interest in a financial sponsorship:
• Carlsbad Charitable Foundation (Title sponsor)
• Rincon Homes, Inc. (Title sponsor)
City staff are executing sponsor agreements with each organization and developing marketing
materials outlined in each sponsorship package. These sponsorships represent $20,000 in
revenue, not reflecting the cost to produce sign age and other marketing materials and staff time
to administer the pilot program.
Next Steps
Following this season, staff will evaluate the pilot program to determine potential next steps for
for future years.
cc: Geoff Patnoe, Assistant City Manager
Cindie McMahon, City Attorney
Gary Barberio, Deputy City Manager, Community Services
Christie Calderwood, Chief of Police
Reid Shipley, Assistant Chief of Police
Suzanne Smithson, Library & Cultural Arts Director
Laura Rocha, Deputy City Manager, Administrative Services
Zach Korach, Finance Director