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7A - Discussion and presentation on sponsorships and the Valmont City Park Sponsorship GuidelinesCITY OF BOULDER ~ PARKS AND RECREATION ADVISORY BOARD AGENDA ITEM MEETING DATE September 24, 2001 (Agenda Item Preparation Date: September 11, 2001) AGENDA TITLE: Discussion and Presentation on Sponsorships and the Valmont City Park Sponsorship Guidelines REQUESTED BY: Chnstme Andersen, Deputy City Manager Doug Hawthome, Actmg Director, Pazks and Recreahon Departmen[ Sazah DeSouza, Assistant to the D~rector Kate Bernhardt, Actmg Supenntendent of Pazks Plannmg and Construction Teresa Gnlls, Manager, VCP M-PAT ~ FISCAL IMPACT: Unknown PURPOSE: In response to Boazd request, staff and the M-PAT (Management and Planmng Assistance Team) aze requeshng discussion of the Board Approval of the Valmont Sponsorship Guidelmes for Valmont City Pazk that occurred on February 26, 2001, and offenng a bnef presentation on sponsorships for Boazd mformation. On February 26, 2001, the Pazks and Recreation Advisory Boazd reviewed and approved a Sponsorship Pohcy for use by the Department, and approved the subrrutted Sponsorstup Guidehnes for Valmont Pazk In subsequent meet~ngs several Boazd members have mdicated that they would like further mformation and discussion on these Guidehnes pnor to procurement of sponsorships for the pazk As sponsorships have the potenUal for providmg substanual altematrve fundmg for the park, require deta~led negot~ahons and agreements, and the procurement process will have a heavy public relations component, it is essenual to have Board support and consensus on the Gmdelmes and Process pnor to procurement ~ Attached please find the approved Sponsorship Guidelines for Valmont City Park and ~ some sheets that hst sample sponsorships and how they nught be handled under these Guidelmes. These guidelines aze mtended to serve as a"Sponsorstup Plan" for the development of the park, and to be used by the M-PAT m procunng overall pazk sponsors, and any sponsors for fumre non-partnered facilities, events, s~tes, or programs that may be approved for the pazk They aze also mtended as equitable guideLnes for approved partners to use m sohcitmg the~r own pro~ect-specific sponsors. It is anhcipated that staff from the M-PAT and the Department w~ll offer a bnef presentation pnor to the diswssion Dr. Mick Jackowski, Ch~ef Strategist for GreenPlay, LLC, (the firm wluch is contracted as the Manager of M-PAT), will give a bnef PowerPoint presentauon on current sponsorship usage trends and examples from other recreation departments. Dr Jackowski has an extensive background m sponsorships, valuation, and sports marke[ing He has worked m these arenas for the Buffalo Bills, Shppery Rock Unrversity, and m the last few yeazs, as a consultant for pubhc and pnvate agencies. Teresa Gnlls, Pnnc~pal and Founder of GreenPlay (and l~s[ed Manager of M- PAT) will bnefly review the approved VCP Sponsorsh~p Guidelines and help answer any questions PUBLIC PROCESS: This item ~s bemg heazd at this public meehng, adverused m the Da~ly Camera. STAFF RECOMMENDATION: '~1 Staff and The M-PAT recommend reachmg consensus and support for the Sponsorship Gmdehnes for Valmont City Park, and the direction to proceed with the prowrement process. ATTACHMENTS: A Sponsorship Guidelmes for Valmont City Park with attached sample sponsorship examples ~ ~ Attachment A ~ Valmont City Park Hypothetical Sponsorships Hvnothetical #1 Vikmg Beer approaches the Boulder M-PAT with an offer to mvest $1 aulhon as a presentmg sponsor of the pazk in exchange for nght to promote itself as the exclusive beer of Valmont City Pazk. Preliminary Assessment: RE,TECTED First and foremost, the values of the potent~al corporate sponsor must be complementazy to the values of the Boulder Pazks and Recreat~on Department A ma~or critenon of a proposed sponsorstup is its appropnateness to the Mission and Goals of the Boulder Pazks and Recreahon Department. Sponsorslups by companies that promote alcohol will not be considered Hvaothetical #2 ~ Acme Athlehcs approaches the Boulder M-PAT with an offer to mvest $3 milhon as the utle sponsor of Valmont City Pazk and they want the pazk's name to be changed to Acme Pazk Preliminary Assessment: Preliminary NO, Needs Reassessment Regazdless of the level of mvestment, the park shall be named Valmont City Pazk. The tughest name recogmhon that sponsors can recerve is as a Presentmg Sponsor, such as "Valmont City Park, presented by Acme Athletics " Presenhng Sponsor The M-PAT will work with the contact from Acme Athlencs to see if the Presentmg Sponsor category can help the company meet their mazketmg ob~ectives. t~ `.r M-PAT Hypothetical Sponsorships for VCP PRAB 9-26-O1 Page 1 Hvnothetical #3 - Pets-R-Us Do~ Park ~ 1) The City of Boulder Parks and Recreat~on Department teceives approval and budget to develop a"dog pazk The dog pazk is a designed to be a fenced m area that mcludes ample rumm~g room, water stations, and a puppy pickup azea, where owners retneve theu pets The dog pazk mcludes programmmg and staff is directed to organize animal trammg classes, dog shows and host other events planned to mcrease usage by commumty dog owners The M-PAT is approached by Pets-R-Us as a prospective title sponsor for ttus specific azea of Valmont City Pazk The process begms by idenhfying the busmess ob~echves of ttus concern and deternunmg whether the goals and strategies of the company complement the mission and goals of the Boulder Pazks and Recreahon Department. Based on the mformauon received from the mit~al meehng between the M-PAT and Pets- R-Us, the M-PAT understands fully the mission of the company and decides that the potentral for a mutually beneficial relationship between Pets-R-Us and the City of Boulder exists In Ime with the VCP Sponsorship Guidelmes, Pets-R-Us have proposed the followmg benefits be provided m retum for their mvestment of 100% of the cost of buildmg the facihty, wluch amounts to $942,000 • Title sponsorstup to the enhre dog pazk. If an agreement is reached, the dog park will be recogmzed as"Pets-R-Us Dog Park at V almont Crty Park." In con~uncUOn with their mvestment m acquinng Utle sponsorskup nghts to the dog ~ pazk, ttus potential sponsor also would hke to receive the followmg benefits o One (1) freestanding sign measunng 50 squaze feet, located at the entrance to the dog park, m accordance to the City Sign Code o All pubhc markehng and mformauonal matenals created by the Cuy of Boulder should refer to the dog pazk, refer to it as "Pets-R-Us Dog Pazk " o A Pets-R-Us banner and hnk to the corporate web site is placed on the Boulder Pazks and Recreation Department web page. o All matenals used m the constmction and maintenance of dog park be purchased from Pets-R-Us at a negohated pnce and Pets-R-Us receives recogmtion as the exclusive supplier of Valmont City Park m the animal and pet supply category o Pets-R-Us is allowed to build a booth at or neaz the dog pazk that they mazntain and manage, from which they are allowed to sell Pets-R-Us products o Pets-R-Us is allowed to promote itself as a proud partner of the City of Boulder Parks and Recreatron Department, wluch allows Pets-R-Us to promote their association with Valmont City Park m their own advertismg Because this proposed sponsorship is greater than $100,000, the 5na1 sponsorship agreement is taken to the Parks and Recreahon Advisory Boazd, for approval PRAB may decide to recommend a City Council review ~ M-PAT Hypothetical Sponsorships for VCP PRAB 9-26-O1 Page 2 ~ 2) Addihonally, The Boulder Humane Society approaches the M-PAT with an mterest m becommg a supporhng sponsor of the Dog Park for $75,000. After deternunmg that the nussion, goals and suategies of The Boulder Humane Society complement those of the Bouldet Pazks and Recreahon Depaztment, this non-profi[ dog organizat~on proposes that they receive the followmg benefits m retum for their mvestment. • Pnmary event sponsorship to all dog trazmng classes o Nanung rights to dog uazning classes • One (1) fence sign measunng 50 square feet, located neaz the locahon of where the dog traming classes will take place • All public mazkehng and mformat~onal matenals created by the City of Boulder that refer to dog pazk training classes, refer to them as "The Boulder Humane Society Dog Trammg Classes." • The Boulder Humane Society is allowed to build a small semi-permanent booth at the dog pazk that they maintazn and manage, from which they aze allowed to provide mformation about their orgamzation • The Boulder Humane Society is allowed to promote itself as a proud partner of the City of Boulder Pazks and Recreation Department, wluch allows The Boulder Humane Society to promote their association with Valmont City Park m their own advertismg .-. `, Some background on tlus one: The mdustry s[andazd for value to mvestment rat~o when sponsonng a non-profit organizauon is 2.5-1, mstead of the typical 3- or 4-1 raho, because of the benefits of associahng with a worthy cause, such as the Boulder Parks and Recreauon Department The reason behmd providmg more value to the corporate paztner is due to opportumry costs. Because companies have the opuon of contmumg their current markehng strategies (advertismg, duect mazl, etc ), an mcenhve must be provided to persuade them to alter their cunent mazketing budget and direct a pomon of it to our sponsorskup opportumty. After meetmg with them, the M-PAT understands the goais of The Boulder Humane Society, as well as the goals and guidehnes of the Boulder Pazks and RecreaUon Depar[ment. Accordingly, the City Liazson fastuons a proposal that provides approximately $200,000 worth of value to The Boulder Humane Society m retum for an mvestment of $75,000. Although $200,000 worth of value is provided to The Boulder Humane Society, the real cost, m terms of personnel and cash outlays, to the Boulder Pazks and Recreahon Department is faz less than the $75,000 mvestrnent. Much of the value bemg given The Boulder Humane Society is based on the value associated with the ability to commumcate with their tazget mazketmg audiences After The M-PAT negotiates the terms of the agreement, due to the level of sponsorship, the final agreement is taken to the Boulder Parks and Recreation Seruor Management Team for approval. ~ ~ M-PlAT Hypothetical Sponsorships for VCP PRAB 9-26-O1 Page 3 Hypothehcal #4 ~ The City of Boulder approves an active par[nership with the "Kite F1ymg Consortium" (KFC), a group dedicated to establishmg kite flymg as an Olympic sport. In support of this mission, KFC will build an indoor lute flymg facility to serve as an all-weather Olympic trammg center. To help finance the construction, operation and mamtenance of this facility, KFC will sohcrt corporate partnersh~ps for the facihty and its components KFC will create a sponsorstup plan for approved facility KFC then meets with M-PAT to leam about existing or pendmg sponsorslups Actrve Partners will not be allowed to contact any company with wkuch the M-PAT is already worlung or pursumg, nor any of its competitors, as deternuned by the M-PAT After bemg given approval by the M-PAT, achve partners aze free to sohcit approved hst of potential corporate sponsors for theu facilrty as they see fit The followmg is a list of hypothetical opportumt~es that KFC could offer potential corporate partners Sponsorslup o Nanung nghts sponsorship of the KFC facihty, mcorporatmg the trtle holder's logo m all signage and promotional matenal o Sponsor of programs conducted m the facility o Sponsor of sections of the facility o Official partner status m producUservice category • On-Site 0 50 squaze foot site m pnme, central location m the KFC facihty ~ o Opportumty to sell product on-site o Logo acknowledgement on all facihty on-site mformarional matenals. o Official suppher for facihty m producbservice category • Hospitalrty and networking o Host status for parties andlor other meetings m facihty o Opportumty to mvite VIPs to participate in facihty act~vities o Cross-promot~onal opportumties with other facihty sponsors • Media profile o Use of sponsor's name as an mtnnsic part of all pubhciry achvihes o Logo/name mclusion m all pazd and promot~onal media and pubhcrty • Tickets o A set number of hckets to all facihty events The benefits provided to these sponsors aze primanly the same as sponsor benefits the M- PAT would offer. Approval levels for facility sponsorstups are idenucal wrth approvals needed for sponsorstups pursued by M-PAT ~ M-PAT Hypothetical Sponsorships for VCP PRAB 9-26-O1 Page 4 Attachment A C SPONSORSHIP GUIDELINES Valmont City Park for The Management and Planning Assistance Team (M-PAT) and Partnered Projects Based on the City of Boulder Parks and Recreation Department's Sponsorship Policy ~ Management and Planning Assistance Team (M-PAT) Office City of Boulder Parks and Recreation Department 770 Burbank Street, Broomfield, CO 80020 (303) 439-8369 or (303) 499-3272 ~ Fax: (303) 466-4063 www.roycearbour.com/vcp Introduction - Sponsorship Guidelines for Valmont City Park '~ In 1995, City of Boulder residents approved bond fundmg specifically allocated for the purchase of City land for public actrve recreation use. Along with some other properties, the Parks and Recreahon Department has accumulated 132 acres in northeast Boulder, now known as "Valmont City Park" (VCP). While the City was able to purchase the land, there was not funding allocated for development of the Park outside of annexation and mitial site review, and a 13- acre partion, referred to as Phase One. In Fali of 1999, the City of Boulder Pazks and Recreation Department approved guidel~nes for creating public and private parmerships for the development of the remaulder of Valmont City Park Partnerships for partnered projects, specifically recreation and park facilities and program development, are being pursued based on the Partnership Pohcy The partnered pro~ects are encouraged to promote the benefits for the City, its citizens, and all potential partners In June of 2000, the City Ltaison Office (now M-PAT) was created to facilitate these parinerships. The partnerships will most lilcely be in the form of ~ "partnered projects', which means that each pro~ect may have more than one partner involved. It is anticipated that as partnered pro~ects are created, some partners (and the pro~ect overall) will need to procure alternative sources (sponsorships, grants, and donations) to help fund the partnered pro~ects. It is anticipated that each pro~ect will need to create a"Sponsorship Plan" for their spec~fic pro~ect, in accordance to the guidelines that follow. In addition, M-PAT is charged with procuruig funding for the development of the uifrastructure and development of the rest of the park overall to build-out, includutg the parkland, natural areas and common amemties. A porhon of this development funding will come from each parinered pro~ect in the form of an "Integration Fee", fauly assessed as a percentage of partnered pro~ect cost. The M-PAT will also solicit additional funding to help lower this fee and provide for recognition of commuruty support of the park. This document addresses Sponsorship Guidelines for both: • Common VCP amemties (development managed by the M-PAT) • partnered pro~ects (fundutg procured by the partners) Part 1 of this document gives the Sponsorship Guidelines ~ Valmont City Park - Sponsorship Gmdehnes 09/12/Ol Page 2 ~ Part 2 gives the M-PAT Sponsorship Levels and Benefits Part 3 gives the Partnered Project Sponsorship Levels and Benefits Part 4lists the Definitions for Sponsorship Terms ~ ~ Valmont City Park - Sponsorship Guidel~nes 09/12/Ol Page 3 Part 1. ~ Sponsorship Guidelines - Valmont City Park Purpose In an effort to maximize the resources for developuig Valmont City Park (VCP), it is in the best mterest of all involved to create and enhance relationship-based sponsorships. This may be accomplished by providing local, regional, and national non-profit groups, private businesses, governmental agencies, and individuals a method for becomulg involved with the many opportumties provided by the creation of VCP. Valmont City Park will dehver quahty, l~fe-ennching actroitres to the broadest base of the commuruty This translates into excephonal visibility for sponsors and supporters It is the goal of the Parks and Recreation Department to help the M-PAT and partnered pro~ects create relationships with sponsors for the financial benefit of the park, the community, all partners, and park programs. Sponsorships Vs. Donations It is unportant to note that there is a difference between a sponsorship and a donatron. Basically, sponsorships are cash or u1-kind products and services offered by sponsors with the clear expectation that an obhgarion is created. The recipient is obhged to retum somethulg of value to the sponsor The value is typically public recogrution and publtcity or advertismg highlightmg the contnbution of the sponsor and/or the sponsor's name, logo, message, products or services. The Sponsor usually has clear marketutg ob~ectives that they are tryuig to achieve, ~ncluding but not limited to the abihty to drive sales directly based on the sponsorship, and/or quite often, the right to be the exclusive sponsor u1 a spec~fic category of sales. The arrangement is typically consummated by a letter of agreement or contractual anangement that details the particulars of the exchange In contrast, a donation usually comes with no restrictions on how the money or in-kutd resources are used ~ This pohcy spec~fually addresses sponsorships, the agreements for the procurement of the resources, and the benefits provided in return for securing those resources. Since donations or g~fts usually come with no restricrions or ~ expected benefits, a pohcy is not necessarily needed if warranted, donors may Valmont Gty Park - Sponsorship Gwdehnes 09/12/Ol Page 4 ~ be recognized u1 accordance with the sponsorship benefits provided for the identical amount. ~ ~ Valmont City Park - Sponsorship Gmdel~nes 09/12/Ol Page 5 Guidelines for Acceptable Sponsorships As Valmont City Park is public land, all sponsorships for the park and on site facilities and events must conform to the Parks and Recreation DepartmenYs Sponsorshtp Policy. Sponsors should be busmesses, non-profit groups, public entrties, or utdividuals that promote muiually beneficial relationships for the Parks and Recreahon Department and partnered pro~ects All potentrally sponsored properties (facilities, events or programs) should be revtewed m terms of creatulg synergistic working relationships with regards to benefits, community contributions, knowledge, and pohtical sensitivity. All sponsared properties (and all partnered pro~ects) should promote the goals and mission of the Parks and Recreation Department as follows: ~ Parks and Recreation Musion Statement: The Parks and Recreahon Departrnent provides and cares for pubhc park lands and creates opportunities for personal growth. We work with the people of Boulder to provide a broad spectrum of opportuiuhes to renew, restore, refresh, and recreate, balancuig often stressiul l~fe-styles. We encourage the panc~ipatron of utdividuals and famihes to develop the highest possible level of physual and mental well-being. We beheve that well-balanced, healthy people contnbute to a ~ producfive and healthy commumty Goals of the Park and Recreation Department: • Promotrng physical and mental health and fitness • Nourishing the development of clvldren and youth • Helping to build strong commutuhes and neighborhoods • Promoting environmental stewardslup • Providing beautiful, safe, and funchonal parks and facihries that improve the hves of all citizens • Preserving cultural and historic features within Boulder's parks and recreatron system • Providing a work environment for the Parks and Recreation Department staff that encourages uuhahve, professional development, high morale, productrvity, teamwork, innovation, and excellence in management Sponsorship Selection Criteria J Valmont City Park - Sponsorship Guidelines 09/12/Ol Page 6 ~ The first ma~or criterion deals with the commercial character of a sponsorstup message. The City intends to create a lunited forum, focused on advertrsements ulcidental to commercial sponsorships of Parks and Recreatron facihhes and programs. No non-commercial speech is permitted in the hmited forum created by sponsorstups. Adverttsements inczdental to commercial sponsorshzp must prtmartly propose a cornmerctal transactton, erther drrectly, through the text, or mdtrectly, through the assoctatzon of the sponsor's name wsth the commerctal transactton of purchasmg the commercial goods or services whtch the sponsor sells The reasons for this pokcy mclude (1) The desirabtltty of avoidmg non-commercial proselytumg of a"caphve audtence" of event spectators and parttcipants, (2) the conshtuttonal prohtbrtton an any vtew-pomt related decistons about permrtted adverfrstng coupled with the danger that the City and the Parks and Recreatton Department would be assoctated wrth advertismg anyway; (3) the desrre of the City to maxtmue mcome from sponsorship, weighed agamst the likelshood that commeresal sponsors would be dtssuaded from usmg the same forum commonly used by persons wtshrng to communicate non-commercial messages, some of which could be offenstve to the public, (4) the destre of the Ctty to matntarn a ~ posttton of neutraltty on political and reltgcous sssues, (5) and tn the case of rekgtous advertzsmg and polrtzcal advertismg, spectfic concerns about the danger of "excessive entanglement" wtth religion (and resultant constttuttonal violatzons) and the danger of election campatgn law violattons, respectively The second major criterion is the appropriate relationstup of a sponsorslup to the Depaztrnent of Parks and Recreatrori s(and therefore, any approved paztrlered pro~ecYs) Mission and Goals. Sponsorshi~s which shall NOT be considered are those wtuch: • Promote environmental or work practices that, if they took place in the Boulder community, would violate U.S. or Colorado law (i.e., dumping of hazardous waste, exploitation of child labor, etc.), or promote dnzgs, alcohol, or tobacco, or that constitute violations of law. • Duplicate or mimic the idenhty or programs of the Parks and Recreahon Department or any of its divisions. • Exploit partrcipants or staff inembers of the Department or of partnering enrities. ~ Valmont Gty Park - Sponsorship Guidehnes 09/12/Ol Page 7 The following queshons are the ma~or guiding components of this pohcy and ~ should be addressed prior to sohciting potenhal sponsors• . Is the sponsorslup reasonably related to the purpose of the facnlity or programs as exemplified by the Mission Statement and Goals of the Department and the parinered project? . Will the sponsorship help generate more revenue and/or less cost per partrcipant than the City or partnered pro~ect can provide without it? What are the real costs, mcludutg staff time, for procuring the amount of cash or in-kuid resources that come with the generatron of the sponsorslup? Guidelines for calculahng the levels and benefits provided are outlined in Part B Equitable Offerings For Valmont City Park, there aze basically two types of procurement of sponsors that will occur: A. The M-PAT will procure sponsorships for Valmont City Park as a whole. /• These sponsorslvps will fund and recognize the overall non-partrler specific `•r~ park, parkland, and common area ameruries, and also any spec~fic footprints that the Parks and Recrearion Department detemunes are necessary to fund or make available for sponsorship B. In addirion, it is expected that each parinered project may want to pursue their own sponsorships To address this, the M-PAT is creating guidelmes for overall park sponsorslup, and will help guide and solicit approval for the partnered project sponsorslups. As the partnerships are being created and the partnered project becomes an enrity, if procurement of funding through sponsorships is anticipated, a Sponsorship Plan should be created PRIOR to any procurement. Ttus plan should outline the sponsorslup offenngs for the partnered pro~ect using the followuig guideluies in Part 2 and 3 This Sponsorslup Plan should be presented to the M-PAT for guidance early on u1 the Partnered Project approval process, with the understanding that final approval of sponsors and agreements will be an ongoing part of the partnership with the City of Boulder ~ Valmont City Pazk - Sponsorship Gmdehnes 09/12/Ol Page 8 (''~' It is important that equal levels of sponsarstup amounts across the two types of ~~'~ sponsorslup procurement yield similar value of benefits for potenfial sponsors. Sponsorship Contact Database The M-PAT keeps an updated list of all current sponsors, sponsored achvihes, and contacts related to sponsorstup Partners should plan to help keep this sponsorskup database updated. ~ ~ Valmont City Pazk - Sponsorskup Gmdehnes 09/12/Ol Page 9 Purpose of Maintaining the Database '~ . Lurut duplicate solicitahons of one sponsor by more than one party . Allow management to make decisions based on most appropriate solicitations and levels of benefits offered . Keep a current list of all Departrnent supporters and contacts . Help provide leads for new sponsorships, if appropnate Access to the database by partners will be hmited to printouts of hstings of names of sponsors and their sponsored parinered project/program/ facihty/event. Ttus hmited access will provide uiformanon to help limit duplicated sohcitahons, and will also protect exishng sponsor relahonslups If a potentral sponsor is already hsted, neither partners nor the M-PAT should pursue a sponsorslup without researching the sponsor's history wLth the most recently sponsored property. Approval Levels ^ J After approval of an overall Sponsorslup Plan and in accordance with the City of Boulder Parks and Recreatron Department's Sponsorship Policy, individual sponsorships will shll need approval if they exceed certain pre-specified amounts. The guideluies outlule probable allowed benefits. The necessary approval levels are as follows• Under $1,000 After approval of Sponsorship plan, these levels may be agreed upon with approval of khe partnered pro~ect managers only, with review of the M-PAT. $1,000 to $11,999 Agreement needs approval of a Managing Member from the M-PAT. $12,000 to $99,999 Agreement needs approval of the Seruor Management Team of the Parks and Recrearion Department, facilitated by the M-PAT. $100,OQ0 and over Agreement needs approval of the Parks and Recreation Advisory Board (the Board may recommend a City Council review), facilitated by the M-PAT. J Valmont City Park - Sponsorship Gmdehnes 09/12/Ol Page 10 ~ Sponsorship Levels and Benefits The followuig levels in Part 2 and Part 3 are presented as a guidehne for types of benefits that may be presented as opporturuties for potenhal sponsors. Each sponsorship will need to be uldividually negohated. One purpose for these guidelines is to create equity across sponsorship arrangements. Wlule for the sake of ease the examples given for levels are based on amount of sponsorstup requested, the level of approval needed is really based on the amount of benefits exchanged for the resources. The levels of approval are necessary because the costs and values for different levels of benefits will vary, depending on the sponsorship. It is important to note that these values may be very different Sponsors typically will not offer to contnbute resources khat cost them more than the value of resources that they will gain. Typically, Sponsors will seek a return on investrnent of at least twice what they are inveshng in the sponsorslup. The M-PAT and partnered projects should not pursue sponsorskups unless the total value received is greater than the real costs of procuring and servicmg the sponsor. A Sponsorship Plan including a hierarchy of Sponsors for events, programs or ~ facilities with more than one sponsor should be determined for each partnered project in advance Note that the hierarchy is not dependent on specific levels or amounts of sponsorship. Specific levels and amounts should be designed for each facihty/event before sponsorslups are procured. Complete definirions of terms are utcluded in Part 4. Tkus tuerarchy will help decide the amounts to ask various sponsors for, and determule what levels of benefits to provide. The following benefits are listed primarily as a guideline for maximum benefit values. ~ Valmont City Park - Sponsorstup Guidehnes 09/12/Ol Page 11 Part 2. ~ M-PAT Sponsorship Plans for Valmont City Park The M-PAT will present one special Sponsorship category for overall Park Sponsorship, and two categories for sponsorship of specific facilitres or pazk amenities. The following lists highlight anhcipated maximum benefits for inclusion for these categories. Marketing and procurement materials will be designed to highhght these levels to potentral sponsors. A. Valmont City Park - Presenting Sponsor Amount of Sponsorstup. $1,000,000 Only three (3) available at tlus level This is the only level of "park-wide" sponsorship, and it w~ll be offered only by the M-PAT. Partners are encouraged to refer potentral sponsors interested in this level of sponsorship to the M-PAT A cooperatrve arrangement benefihng all parhes may be arranged. All sponsorships at tlus level will be approved by the ~ Parks and Recreation Advisory Board. Sponsors at ttus level will be the only ones allowed to use phrases hlce "Proud Sponsor of Valmont City Park". TYus opporturuty may be negotrated to include the following markehng benefits: • Itights to be "Presenting Sponsar° for Valmont City Park for 20 years • Recognihon at 3 ma~or park entrances to the park with Presenting Sponsor status i.e "Welcome to Valmont City Pazk, Presented by. ..) • Mention ut media releases and promotional matenals as a Presennng Sponsor • Use of Park logo in promotional materials for 20 years • Sampling/Demo/Surveying/Sellutg rights for specific negohated locat~ons and/or events • Category Exclusivity • Rights to hold negohated events at the park • Inclusion m Openmg Events, Hospitahty, and Recogiution • Recogrution ut City of Boulder Uhlity Bill (mailed to 50,000 homes) • One page City of Boulder Parks and Recreatron Quarterly Brochure ad for three years (mazled to approx. 40,000 homes) • Recogrution on Valmont City Park Web site • Choice of Various Parks and Recreahon Hospitahty Benefits • Other Possible Negotiated Benefits ~ Valmont City Pazk- Sponsocship Guidelmes 09(12(~l Page 12 ~ • Intangsble benefits of assoctatton with a htgh profile and innovative community pro~ect ~ ~ Valmont City Park - Sponsorship Guidehnes 09/12/Ol Page 13 B. Valmont City Park: M-Pat Initiated Title Facility Sponsor ~ Mirumum Amount: $1,000,000 or 100% of Facility Cost This is the minunum level to become a"Title Sponsor" far spec~fic facilities, programs or events offered by the M-PAT (this level is identical to Title Facility Sponsor guidelines for partnered pro~ect sponsorships) *Note: this sponsor category, and any other levels or categories besides the "Presenting Sponsor of Valmont City Park" aze not considered and should not be portrayed as "a sponsor of Valmont City Park" or of the City of Boulder, or of the Parks and Recreation Department, unless otherwise approved through the M-PAT. Depending on the level of sponsorship, this opportunity may be negotiated to include some of the followulg benefits • Recognitron as Tttle Sponsor for a specific facihry or pro~ect, includmg specific title names, brochures, and promotional matenals for up to 20 years. • Opporituuty to assist in design of specific facihty or sponsored area, wluch /1 may ulclude incorporahon of sponsor products within desigri. '`^~ • Menrion in media releases and promotional material as ritle sponsor with possible naming nghts for the designated facility, i.e.. "Proud Sponsor of XX Facihty at Valmont City Park" or the "XX factkty" Use of facihty logo m promohonal matenals for 20 years. • Category Exclusivity at the sponsored facility • Negohated Sampluig/Surveyuig/Demo/Sellmg nghts at the sponsored facility or facihty events. • IZights to hold negotrated events in the sponsored facihty. • Appropnate signage u1 sponsored facility • Facility opening events, hospitality, and recogiution • Recognition in City of Boulder Utihty Bill (mailed to 50,000 homes) • One page Quarterly Brochure ad for three years (mazled to approx. 40,000 homes) • Recognition on Valmont City Park Web site and/or Facihty Web site • Intangtble benefcts of associatton wtth a htgh profile and mnovattve commun:ty pro~ect J Valmont City Park - Sponsoish~p Gmdeimes 09J12/Ol Page 14 ~ C. M-PAT Initiated Sponsorships at Valmont City Park for levels below $1,000,000 or 100% of Approved Facility Cost In addihon to the above mentioned sponsorship categories, the M-PAT anticipates the offenng of various site ameniries, such as benches, lighting, trees, wallcway bncks, etc. available for sponsorskup and donations at predetermined amounts A full hst is available at the M-PAT. For these and other integrated parksite design elements, recognirion will simply include small tasteful recognition plaques placed on or nearby the negohated item. No other park-wide sponsorship benefits will be available. ~ ~ Valmont City Park - Sponsorship Gmdehnes 09/12/01 Page 15 Part 3. .~ Guidelines for Partnered Project Sponsorship Specific Partnered Project Sponsorship will be permitted for partnered pro~ects wLthin the guidelines of the City of Boulder Parks and Recreahon Sponsorship Policy and as part of the Partnered-Pro~ect approval process. Note: These sponsor categories are not considered and should not be portrayed as "a sponsor of Valmont City Park" or of the City of Boulder, or of the Parks and Recreation Department, unless otherwise approved through the M-PAT. Sponsors will not be allowed to use the pazk identity or the City of Boulder logo, or the Valmont City Park logo unless specific arrangements are approved. Partners should determme and propose Sponsorship Plans for their specific facility at these lower levels early on m the approval process, based on types of sponsorships, events, anticipated facihty signage and recogiution availabihty, etc The followutg list outluies standard guidelines based on the City of Boulder ` "~'~ Park and Recreahon Department's Sponsorship Policy for what would most ,~r, likely be approved at each level and the level of approval necessary for vanous amounts. The list lughhghts anticipated maximum benefits for inclusion for these categories. Marketing and procurement materials should be designed separately by the managers of the partnered pro~ect to tughlight these levels to potential sponsors. Agreements Sponsorships are usually consummated by a letter of agreement or contractual arrangement that deta~ls the particulars of the exchange. Agreements and servicing arrangements between partnered pro~ects and their sponsors will be the responsibihty of the designated managulg entrty of the partnered pro~ect. Sample agreements for other properties are available in the M-PAT Each sponsor agreement and markehng materials should include the following informahon: ~ Valmont City Park - Sponsorslup Guidelines 09/12/Ol Page 16 ~'"' • The City of Boulder, The Parks and Recreation Department, and the M-PAT ~`r assumes no responsibility for agreements made betzueen Valmont City Park Partnered Projects and their sponsors. • All agreements are to be considered "pending" until the partnered project has recesved formal approval for a parCnership in Valmont City Park. „^" t... ~ Valmont City Pazk - Sponsorskup Gmdehnes 09/12/Ol Page 17 ~ A. Title Facility Sponsor for Partnered Projects Muiunum Amount. $1,000,000 or 100% of Facility Cost Ttus is the minimum level recommended to become a"Title Sponsor' for specific faciliries offered by partnered pro~ects (tlus level is xdenhcal to Title Facihty Sponsor offerings for M-PAT imhated Title sponsorships). *Note: this sponsor category, and any other levels or categories besides the "Presenting Sponsor of Valmont City Park" are not considered and should not be portrayed as "a sponsor of Valmont City Park" or of the City of Boulder, or of the Parks and Recreation Department, unless otherwise approved through the M-PAT. Dependmg on the level of sponsorslup, this opporturuty is recommended to be negohated to include some of the following benefits. • Recogrution as Title Sponsor for a specific facihty or project, mcludmg specific ritle names, brochures, and promotional matenals for the term of the partnered pro~ect agreement with the City of Boulder Parks and Recreation ~ Department or up to 20 yeazs. • Opporturuty to assist in design of spec~fic facihty or sponsored area, wluch may include incorporatron of sponsor products within design • Mennon in media releases and promotional matenal as ntle sponsor with possible naming rights for the designated facility, i e. "Proud Sponsor of XX Facility at Valmont City Park" or the "XX faczltty" • Use of facility logo in promohonal matenals for the term of the partnered pro~ect agreement with the City of Boulder Parks and Recrearion Department 20 years • Category Exclusivity at the sponsored faclhty • Negohated Sampling/Surveying/Demo nghts at the sponsored facility or facility events. • Rights to hold negohated events m the sponsored facihty • Appropriate signage m sponsored facility • Facility opening events, hospitality, and recogruhon • Recogninon m Gty of Boulder Unhty Bill (mazled to 50,000 homes) • One page Page Parks and Recreahon Department Quarterly Brochure ad for three years (mailed to approx. 40,000 homes) • Recognihon on Valmont City Park Web site and/or Facihty Web site ~ Valmont City Park - Sponsorship Gwdehnes 09/12/Ol Page 18 ~ • Other possible benefits as negotiated • Intangtble benefzts of association wtth a htgh profile and mnovafrve commuraty pro~ect ~^ ~... ~ Valmont City Pazk - Sponsorship Gmdehnes 09/12/Ol Page 19 B. Sponsorships for Partnered Projects valued at less than '~ $1,000,000 or 100% of Facility Costs Partners should propose Sponsorslup Plans for levels below $1,000,000 to the M- PAT early on ut the approval process, and approval of these guidelines will become part of the process and documents included in the Partnerslup Agreements. To help with equitable offermgs, all Approved Partner Pro~ect Sponsorstup Plans will be made available to other proposing partners and the public. The M-PAT will help promote acceptance and awareness of all appropriate sponsorslups and funding, and help to idenhfy equitable levels of benefits for projects throughout Valmont City Park The overall goal is to help obtam funduig, and to create facihhes within the park for our commuruty. The following guidehnes are recommendations based on the Interim Sponsorslup Pohcy, and outlule examples of probable maximum available value of benefits for each levei of sponsorship. Partnered projects may create other innovahve ways of recognizing sponsors, and other approved benefits may be ~ created based on the marketing ob~ectrves of potentral sponsors. The goal is to have the benefits approved m advance ~f possible, and to have them be equitable with other sponsorship levels offered for Valmont City Park and other partnered pro~ects. 1. Levels needing approval only from the M-PAT Sponsorship Consultant or the Partnered Project Management (after the Sponsorship Plan is approved): Sponsorships below $1,000 Benefits are typically related to one-hme events (grand opeiungs or special events), sponsorstup of small facility amenihes, or naming of leagues Maximum benefits include some of the followine: • Recogruhon on promo items T- . Recogruhon on flyers shirts, water bottles, etc • Comphmentary event or partnered facility passes . May be mentioned in press releases • Photos from event ~ . May hang approved event signage Valmont City Park - Sponsorship Guidelines 09/12/Ol Page 20 ~" • May be recogruzed at an event ~`~ May be recogruzed as a prunary • event sponsor (depends on size of event) at event 2. Levels needing approval from a Managing Member of the M-PAT: $1,000 - $11,999 Maximum benefits may include some of the followin~ It is anticipated that each approved partnered pro~ect may receive a one-time free 1/3 page ad ut the Parks and Recreatron Quarterly Brochure designed to tughlight the parhtered project and recogruze all project sponsors above the $1,000 level. Less than $12,000 levels may include: • Recogrution as a supporhng or ~ primary event sponsor • Invitation to an appreciation event if planned for all sponsors . Plaque or permanent intemal facility signage recognition (appropriate to site) . Recognition ut facihty specific marketing materials or releases . Recogrution on Partnered Project Web srte (linked to and from VCP web site). . Partnered Project Web site ad for 90 days . Intemal Facility Signage (depending on facility layout and proposed levels) • Other? 3. Levels needing approval from the Parks and Recreation Senior Management Team, facilitated by the M-PAT: $12,000 - $99,999 - Maximum benefts may include: • Signage and recognitron as • Use of Partnered Pro~ect mazkehng appropriate to site and amount . Recogrurion as a supporting or primary event sponsor ~^''~ • Invitation to an appreciation event ~"' if planned for all sponsors affiliarion • Recognihon on Partnered Project Web site (lutked to and from VCP web site). • Partnered Project Web site ad for 90 Valmont City Park - Sponsorship Guidehnes 09/12/Ol Page 21 . Plaque or permanent utternal facility signage recogiuhon (appropriate to site) • Recogrutron in facihty specific marketing materials or releases days ~ . Internal Facility Signage (depending on facihty layout and proposed levels) • Other~ 4. Level needing approval of Parks and Recreation Advisory Board and/or City Council, facilitated by the M-PAT: $100,000 and above Maximum benefits mav include those listed below $100,000 vlus: . Exclusive nghts in category . For approximately $400,000 (if 100%o • Permanently named portions of of project cost) and above: naming facilifies (within agreement nghts* to facihtiesJsrtes. hmitations) • Other? *Naming Rights ~ In the past the City of Boulder has reserved the nght to name facihties ar propertres in exchange for sponsorslups or g~fts It has been done lustoncally on a very hmited basis for amounts of approximately $400,000 or more. Please see the Guidehnes for Title Facility Sponsor Summary: Partners should submit their Facihty-Specific Sponsorship Plans to the M-PAT as early as possible, but specifically prior to pursuing solicitahon or procurement of Sponsors. Approval of the Sponsorship Plan will become part of the process and documents included in a Partnership Agreement. All sponsorships for Valmont City Park will need to follow the Sponsorship Guidelines, and the benefits for Sponsors must be equitable and in accordance to the Sponsorslup Policy, all other accepted City Policies, and the City Sign Code. The M-PAT will help promote acceptance and awareness of all appropnate sponsorships and funding, and help to idenrify equitable levels of benefits and collabarative partnerships for projects throughout Valmont City Park The over- '~ Valmont City Pazk - Sponsoxship Gmdehnes 09/12/Ol Page 22 ~ arclung goal is to help obtain fundulg, and to create facihhes within the park for our commuruty. ~ ~ Valmont City Pazk - Sponsorship Guidehnes 09/12/Ol Page 23 Part 4. Definitions of Sponsorship Terms ~ Advertising: The direct sale of pnnt or some other types of City commumcahon medmm to provide access to a select tazget mazket Vanous City depaztments have approved the selhng of approved advertrstng mediums (space ~n flyers, etc ,) sepazate from the sponsorstup of programs or facihhes Category Exclusivity: The nght of a sponsor to be the only company withm its product or sernce category assoaated with the sponsored property Usually a benefit at higher sponsorship levels Partnered pro~ects can only offer exclusivity witkun the confines of their specific pro~ect Donations: Cash or m-kind gifts that do not typtcally include any addihonal negohated condihons in return Synonyms Philanthropy, Patronage, Contnbutron Exclusive Rights: A company pays a premmm or provides economic benefit m exchange for the nght to be the sole adverhsed provider, at the most compehtrve pnces, of goods purchased by the City or partnered pro~ect Hierarchy of Sponsors: If more than one sponsor is used, there is often a kuerazchy of levels These levels can be used to differentrate benefits provided for vanous amounts of sponsorship, but may be provided for different amounts for different propertres They aze (from tughest to lowest) /~ Exclusive Sponsor (if only one) -> Title Sponsor -~ Pnmary Sponsor ~ ~ Presenhng Sponsor -> Media Sponsor ~ Category Exclusive Sponsor -a Contnbuhng Sponsors In-ICind Sponsorship: Payment (full or pazhal) of sponsorstup fees in goods or services ratherthan m cash Media Sponsors: T'V and radio stahons, pnnt media, and outdoor adverrising compazues that provide either cash, or more frequently advertrsing dme or space, or a property m exchange for official desig~ahon Partnered Pro~ect: An approved facility, event, site, or program for Valmont City Pazk created through collaborahve paztnerstups of pubhc, pnvate, and/or not-for-profit agencies with the City of Boulder Pazks and Recreahon Depaztment, faahtated tkuough the M-PAT Partnered Pro~ects may have more than one partner involved, but usually use one "footpnnt" of space as ouflmed m the Valmont City Park Site Review Plan, and have a designated managing enhty that represents the paztnered pro~ect as a whole Presenting Sponsor. The sponsor that has its name presented ~ust below that of the sponsored property, i e, Valmont City Park, Presented by X Primary Sponsor. T'he sponsor paymg the lazgest fee and receiving the most promment idenhficahon (would be the TiBe Sponsor if Tifle is sold) ~ Valmont City Pazk - Sponsorship Guidehnes 09/12/Ol Page 24 ~ Property: a umque, commercially exploitable enhty (could be a facihty, site, event, or program) Synonyms: sponsee, nghtsholder, seller Signage: Approved event stgns, banners, billboards, electromc messages, decals, permanent recogcuhon panels, etc displayed on site and contaimng Sponsor ID Must be in Ime with the City sign code Sponsors: Compames or mdividuals wtuch provide cash or m-kind donahons designed to provide them with specihc benefits or nghts that directly and tangibly fulhll their mazkehng and commumcahon ob~echves Sponsorship: The relatronskup between a sponsor and a property in which the sponsor pay a cash or m-kind fee m retum for access to the commeraal potenhal of a property Sponsorship Plan: A plan created for a paztnered pro~ect at Valmont City Pazk This plan is created by paztr~ers through facilitahon from the M-PAT, and is part of the agreement for a paztnered pro~ect Sole Sponsor. A company that has paid to be the only sponsor of a property Tifle Sponsor. The sponsor that has its name incorporated into the name of the sponsored property, i e, The X Recrearion Building at Valmont City Pazk. ~ ~ Valmont Ciry Park - Sponsorstup Gmdehnes 09/12/Ol Page 25