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HomeMy WebLinkAboutHandout, Valmont City Park Hypothetical Sponsorships~ Valmont City Park Hypothetical Sponsorships ~.r ~r", '~.~ Hvaothetical#1 ~i~~ ~o~ .aa P,~~,~r `~~9.,~ :~ -~- ~ ~ , -~ Viking Beer approaches the Boulder City Liaison Office with an offer to invest $1 million as a presenting sponsor of the pazk in exchange for right to promote itself as the exclusive beer of Valmont City Pazk. Pretiminary Assessment: REJECTED First and foremost, the values of the potential corporate sponsor must be complementary to the values of the Boulder Parks and Recreation Department. A major criterion of a proposed sponsorship is its appropriateness to the Mission and Goals of the Boulder Parks and Recreahon Department. Sponsorships by companies that promote alcohol will not be cotisidered Hvnothetical #2 Acme Athletics approaches the Boulder City Liaison Office with an offer to mvest $3 million as the title sponsor of Valmont Crty Park and they want the pazk's name to be changed to Acme Pazk. Preliminary Assessment: Preliminary NO, Needs Reassessment Regazdless of the level of investment, the pazk shall be named Valmont City Pazk The highest name recognition that sponsors can receive is as a Presenting Sponsor, such as "Valmont City Park, presented by Acme Athletics." Presentmg Sponsar The City Lia~son Office will work with the contact from Acme Athletics to see if the Presentuig Sponsor category can help the company meet theu marketmg ob~ectrves Gty ~aison O~ce - Hypothedcal Sponsorships for VCP PRAB 2-26-01 Page i Hypothetical #3 - Pets-R-Us Dog Park ~ 1) The City of Boulder Parks and Recreation Department receives approval and budget to develop a"dog park. The dog pazk is a designed to be a fenced m azea that includes ample mm~ing room, water stations, and a puppy pickup area, where owners retneve their pets. The dog pazk includes programming and staff is directed to organize azumal training classes, dog shows and host other events planned to increase usage by commumty dog owners. The City Liaison Office is approached by Pets-R-Us as a prospechve title sponsor for ttus specific azea of Valmont City Park. The process begins by identifying the business ob~ectives of this concern and deternuning whether the goals and strategies of the company complement the mission and goals of the Boulder Parks and Recreation Department. Based on the information received from the initial meetmg between the City Liaison Office and Pets-R-Us, the City Liaison Office understands fully the mission ofthe company and decides that the potent~al for a mutually beneficial relationship between Pets-R-Us and the City of Boulder exists. In luie with the VCP Sponsorship Guidelines, Pets-R-Us have proposed the followmg benefits be provided in return for their investment of 100% of the cost of building the facility, wluch amounts to $942,000. • Title sponsorship to the entire dog park. If an agreement is reached, the dog pazk will be recognized as "Pets-R-Us Dog Pazk at Valmont City Park." In ~ conjunction with their mvestment m acquiring title sponsorship rights to the dog park, this potential sponsor also would hke to recerve the following benefits: o One (1) freestanding sign measuring 50 square feet, located at the entrance to the dog pazk, in accordance to the City Sign Code. o All public marketmg and informational materials created by the City of Boulder should refer to the dog pazk, refer to it as "Pets-R-Us Dog Pazk." o A Pets-R-Us banner and luilc to the corporate web site ~s placed on the Boulder Parks and Recreation Department web page. o All materials used m the construction and maintenance of dog park be purchased from Pets-R-Us at a negotiated price and Pets-R-Us receives recognition as the exclusive suppher of Valmont Crty Park in the azumal and pet supply category o Pets-R-Us ~s allowed to build a booth at or neaz the dog pazk that they maintain and manage, from which they aze allowed to sell Pets-R-Us products o Pets-R-Us is allowed to promote rtself as a proud partner of the City of Boulder Pazks and Recreation Department, which allows Pets-R-Us to promote theu association wrth Valmont City Pazk m theu own advertising. Because tlus proposed spo~sorship is greater than $100,000, the fmal sponsorship agreement is taken to the Pazks and Recreation Advisory Boazd, for approval PRAB may decide to recommend a City Council review ~ City ~aison Office - Hypothebcal Sponsorships for VCP PRAB 2-26-OS Page 2 ~", ~... 2) Additionally, The Boulder Humane Society approaches the City Liaison Office with an interest in becoming a supporting sponsor of the Dog Pazk for $75,000. After determinmg that the mission, goals and strategies of The Boulder Humane Society complement those of the Boulder Pazks and Recreation Department, this non-profit dog organization proposes that they receive the following benefits in return for their investment• • Primary event sponsorship to a11 dog training classes. o Naming rights to dog trauiing classes • One (1) fence sign measurmg 50 square feet, located near the location of where the dog training classes will take place. • All public marketing and informational materials created by the City of Boulder that refer to dog park trainmg classes, refer to them as"The Boulder Humane Society Dog Trauung Classes." • The Boulder Humane Society is allowed to build a small semi-permanent booth at the dog park that they maintain and manage, from wtuch they aze allowed to provide information about their organizahon. • The Boulder Humane Society is allowed to promote itself as a proud partner of the City of Boulder Parks and Recreation Department, wluch allows The Boulder Humane Society to promote theu association wrth ~ Valmont City Park in theu own advertismg. Some background on ttus one: The industry standard for value to uivestment ratio when sponsoring a non-profit organization is 2 5-1, instead ofthe typical3- or 4-1 ratio, because of the benefits of associating with a worthy cause, such as the Boulder Parks and Recreation Department. The reason behmd providing more value to the corporate partner is due to opportumty costs. Because companies have the ophon of continuing theu current mazketing strategies (advertising, direct mail, etc.), an incenhve must be provided to persuade them to aker thev current marketmg budget and direct a portion of rt to our sponsorship opportunity After meeting with them, the Crty Liaison Office understands the goals of The Boulder Humane Society, as well as the goals and guidelines ofthe Boulder Pazks and Recreation Department Accordingly, the City Liaison fastuons a proposal that provides approxunately $200,000 worth of value to The Boulder Humane Society in return for an investment of $75,000 Although $200,000 worth of value is provided to The Boulder Humane Society, the real cost, in terms of personnel and cash outlays, to the Boulder Parks and Recreation Department is far less than the $75,000 investment Much of the value bemg given The Boulder Humane Society is based on the value associated with the ability to commumcate wrth theu tazget marketing audiences. After The City Liaison Office negotiates the terms of the agreement, due to the level of sponsorship, the final agreement is taken to the Boulder Pazks and Recreation Semor ~ Management Team for approval. City ~aison Office - HypotheUcal Sponsorships for VCP PRAB 2-26-OS Page 3 Hypothetical #4 ~ The City of Boulder approves an active partnership with the "Kite Flying Consortium" (KFC), a group dedicated to establishing kite flying as an Olympic sport. In support of this mission, KFC will build an indoor kite flying facility to serve as an all-weather Olympic training center. To help finance the construction, operation and maintenance of this facility, KFC will solicit corporate partnerships for the facility and its components. KFC will create a sponsorslup plan for approved facility. KFC then meets with City Liaison Office to learn about existmg or pending sponsorships. Active Partners will not be allowed to contact any company with which the City Liazson Office is already workmg or pursuing, nor any of its competrtors, as deternuned by the City Liazson Office. After bemg given approval by the City Liaison Office, achve partners are free to sohcrt approved list of potential corporate sponsors for their facility as they see fit. The following is a list of hypothetical opportunities that KFC could offer potential corporate partners • Sponsorship o Nammg rights sponsorship of the KFC facility, incorporatmg the trtle holder's logo in all signage and promotional matenal o Sponsor of programs conducted in the facility o Sponsor of sections of the facility o Official partner status in producUservice category 4,r • On-Srte 0 50 square foot site in prime, central location in the KFC facility. o Opportumty to sell product on-site o Logo acknowledgement on all facility on-site mformational materials. o Official supplier for facilrty in producdservice category • Hospitality and networking o Host status for parties and/or other meetmgs m facility o Opportunity to invite VIPs to participate in facility activities o Cross-promotional opportucuties wrth other facility sponsors • Media profile o Use of sponsor's name as an intrinsic part of all publicity activities o Logo/name inclusion in all paid and promotional media and pubhcrty • Tickets o A set number of hckets to all facility events The benefits provided to these sponsors aze primarily the same as sponsor benefits the Crty Liaison Office would offer. Approval levels for facilrty sponsorships aze identical with approvals needed for sponsorships pursued by City Liaison Office. ~' ~..~ ~ty ~aison Office - Hypothetical Sponsorships for VCP PRAB 2-26-01 Page 4