WS Item 4Title of Presentation
Technical Services
Chris Tribble
712
City Slides
Microsoft Office PowerPoint
On-screen Show (4:3)
City of Southlake
Work Session – May 1, 2012
Sponsorship Policy
Purpose
History of City sponsorships
Overview of Draft Sponsorship Policy
Obtain City Council’s feedback
History
2009-Present
CS Dept utilized sponsorship packages to help offset costs for community events
Current Potential Sponsorship Considerations
Sponsorship Success w/Stars & Stripes and Southlake Tailgate
Current significant interest in sponsorships in return for
Naming Rights
Title Sponsorships
Cash Sponsorships
In-Kind Sponsorships
Potential revenue stream to sustain & enhance
Parks & Recreation System
Community Facilities
Events & Programs
Services
Sponsorship Policy Background
Staff presented Sponsorships White Paper in June 2011
City Council discussed need for Sponsorship Policy during June Retreat
City Council directed staff to develop a draft policy for review
B3 Enhance resident quality of life and business sustainability through tourism
L3 Attract, develop and retain a skilled workforce
C3 Provide attractive and unique spaces for enjoyment of personal interests
L4 Recognize and
reward high performers
C2 Provide travel convenience within City and region
L2 Enhance leadership capabilities to deliver results
L5 Empower
informed decision-making at all levels in the organization
C1 Achieve the highest standards of safety and security
C4 Attract and keep top-tier businesses to drive a dynamic and sustainable economic environment
L1 Ensure our people understand the strategy and how they contribute to it
City of Southlake Strategy Map
The City of Southlake provides municipal services that support the highest quality of life for our residents and businesses. We do this by delivering outstanding value and
unrivaled quality in everything that we do.
Fulfill Our
Mission
Deliver on Our
Focus Areas
Safety and Security
Quality
Development
Partnerships
and Volunteerism
Performance Management
and Service Delivery
Mobility
Infrastructure
C5 Promote opportunities for partnerships and volunteer involvement
Serve Our
Customers
B5 Improve performance of delivery and operational processes
B2 Collaborate with select partners to implement service solutions
B4 Provide high quality customer service
B1 Achieve best-in-class status in all City disciplines
B6 Optimize use of technology
Manage the
Business
Provide
Financial
Stewardship
F1 Adhere to financial management principles and budget
F3 Achieve fiscal wellness standards
F4 Establish and maintain effective internal controls
F2 Invest to provide and maintain high quality public assets
Promote
Learning
and Growth
Live Our Core Values
Integrity ● Innovation ● Accountability ● Commitment to Excellence ● Teamwork
I. Purpose
The purpose of the policy is to provide specific guidelines for developing and managing sponsorships for City parks, facilities, events, programs and services.
II. Policy Statement
Establishes policy for City to actively pursue sponsorships to enhance and sustain Southlake’s
Parks & Recreation System
Community Facilities
Programs
Events
Services
By developing sponsor relationships
Individuals
Foundations
Corporations
Non-profit organizations
Service clubs
Other entities
II. Policy Statement
Establishes that in reciprocation for the Sponsorship, a Sponsor will be provided with appropriate acknowledgment of their contribution
All such recognition must adhere to City’s aesthetic values established within the Southlake 2030 Parks, Recreation & Open Space / Community Facilities Master Plan
III. Authority
Establishes that the City will maintain authority, operation and control over the planning and execution of all sponsorship activities
IV. Types of Sponsorships
Naming Rights
Exclusive right to name a City-owned, City-operated asset
Athletic Field
Athletic Complex
Parks and Recreation Amenity (ex. pavilion, playground)
Community Facility
Component of a Community Facility (ex. gymnasium)
Involves significant cash and/or other considerations under a long-term agreement
Purchaser must support image, values and corporate objectives of the City and community
IV. Types of Sponsorships
Naming Rights
City shall not relinquish right to manage/control asset
Signage, branding and publicity shall conform to applicable policies, ordinances and plans
Costs for promotion of the renaming of the facility shall be incorporated into the agreement
City Council will determine and approve name of asset
IV. Types of Sponsorships
Events, Programs & Services Sponsorships
1. Title Sponsorships
Recognition as Title Sponsor for a specific event, program or service
Will be promoted as Title Sponsor in promotional materials and on event/program website
Will receive category/product exclusivity
Appropriate signage and display for duration of the event, program, or service
IV. Types of Sponsorships
Events, Programs & Services Sponsorships
2. Cash Sponsorships
Entity agrees to provide cash for a specific event, program or service in exchange for Sponsor recognition
Will be promoted as Sponsor in promotional materials and on event/program website
Will receive category/product exclusivity
Appropriate signage and display for duration of the event, program, or service
IV. Types of Sponsorships
Events, Programs & Services Sponsorships
3. In-Kind Sponsorships
Entity agrees to provide a good or service for a specific event, program or service in exchange for Sponsor recognition
No monetary exchange
Will be promoted as Sponsor in promotional materials and on event/program website
Appropriate signage and display for duration of the event, program, or service
V. Guidelines for Establishing Sponsorship Relationships
All proposed sponsorship relationships will be considered on an individual, case-by-case basis
Details how potential sponsorships will be evaluated:
Is the mission of the sponsor organization consistent w/the City’s Mission, Values and/or Strategy Map?
Are the products, services and marketing goals of the potential sponsor compatible with the City’s Mission, Values, Comprehensive Plans and policies?
Does the sponsorship enhance the City’s community facilities, parks & recreation system, programs, events and services?
Are the tangible and intangible benefits balanced for both the City and the sponsor?
V. Guidelines for Establishing Sponsorship Relationships
Are the conditions consistent w/standards, aesthetic values, and visual integrity of City property and the expectations of the users?
Does it commit the City to additional operations & maintenance costs and responsibilities?
Does it create a conflict of interest for City?
Does it in any way invoke future consideration, influence, or be perceived to influence day-to-day operations of the City?
Is the sponsorship appropriate to the target audience?
Will the results of the relationship deliver a positive and desirable outcome and image for the City?
V. Guidelines for Establishing Sponsorship Relationships
Additional considerations:
Agreement shall not limit City’s ability to seek other sponsors
Sponsorship cannot be made conditional on the City’s performance
Ineligible sponsors include those whose primary products or services are substantially derived from the sale of alcohol, drugs, tobacco, gambling, firearms, or inappropriate materials
City will not solicit nor accept a sponsorship that could prove detrimental to the City’s public image
V. Guidelines for Establishing Sponsorship Relationships
Additional considerations:
The evaluation of the potential sponsor shall include, but not be limited to the sponsor’s:
Values and principles
Products and services offered
Record of environmental stewardship
Social responsibility
Rationale for it’s interest in partnering w/the City
Expectations
Ability and readiness to enter into agreement
The City reserves the right to accept or reject any sponsorship submitted for approval
VI. Procedures for Establishing Sponsorship Relationships
Sponsorships are established primarily through:
Initiation by the City
Initiation by a Potential Sponsor
Interested sponsors are encouraged to contact CS Dept
Complete a sponsorship application
Submit details of proposed sponsorship in writing for evaluation
VI. Procedures for Establishing Sponsorship Relationships
Additionally, organizations that the City partners with through Community Services Agreements or Facilities Utilization Agreements may also initiate potential sponsorship opportunities
Once initiated, the potential sponsorship opportunity must be turned over to the City to process and negotiate
At no time shall another organization speak on behalf of, or negotiate on behalf of the City
Organizations initiating an approved sponsorship will receive a finder’s fee (% TBD)
VII. Approvals
City Council will approve all sponsorships related to:
Sponsorships that exceed $50,000
Agreements that exceed (3) years
Naming Rights
City Manager will approve all sponsorships related to:
Sponsorships valued between $5,001 - $49,999
Community Facilities
Capital Projects
Service Delivery
Community Services Director will approve sponsorships related to:
Sponsorships up to $5,000
Community Events and Programs
Parks and Recreation System
VIII. Sponsorship Payment
City requires a 50% deposit on all sponsorships
Deposit must be submitted with the signed Sponsorship Agreement
1. Long-Term Agreements (>1 year)
Remaining 50% for Year 1 due within 30 days of establishment of agreement
For each year after 100% of annual payment is due on anniversary date of agreement
Short-Term Agreements (<1 year)
Remaining 50% due 30 days prior to event or program
IX. Revenue Allocation
All revenues received from sponsorships will be deposited into the City’s special revenue fund for Sponsorships
The City Council, as part of the annual budget process, will determine how the funds will be allocated
X. Sponsor Recognition
Recognition should identify and acknowledge the Sponsor
Legally recognized name of the Sponsor
Sponsor’s organizational slogan if it identifies rather than promotes
Sponsor’s product or service line, described in brief, generic, objective terms
Brief contact information such as phone, address or website
Shall not promote or endorse the Sponsor or it’s products or services
XI. Termination of Sponsorships
City reserves the right to accept or reject any sponsorship proposal submitted for approval
City reserves the right not to fulfill the agreement if found to be in the best interest of the City
Sponsor reserves the right to withdraw the proposal at any time during approval process
Sponsor can also withdraw within 30 days of establishment of agreement, but will not receive a refund of any funds received by the City prior to the notification of withdraw
City Council Feedback
Discussion / Comments
Following Council’s feedback, staff will work with the CC appointed work group to finalize policy for adoption
Mayor Pro Tem Bledsoe
Deputy Mayor Pro Tem Muller
Council Member Morris
City Council Review
Sponsorship White Paper (June 2011)
City Council Discussion (June 2011 Retreat)
City Council Work Session (May 1, 2012)
City Council Appointed Work Group (May 2-14, 2012)
(Bledsoe, Morris & Muller)
City Council Adoption (May 15, 2012)
Questions?