Item 9CTitle of Presentation
Technical Services
Chris Tribble
733
City Slides
Microsoft Office PowerPoint
On-screen Show (4:3)
City of Southlake
September 18, 2012
Approve Sponsorship Policy
Purpose
Policy Background
Review of Proposed Sponsorship Policy
City Council Consideration
Current Potential Sponsorship Considerations
Sponsorship Success w/Stars & Stripes and 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
Sponsorships White Paper June 2011
Council discussion June Retreat
Council Work Session May 2012
Council Work Group July/August(Bledsoe, Muller & Morris)
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 and by the City Council
III. Authority
Establishes that the City will maintain authority, operation and control over the planning and execution of all sponsorship activities
IV. CS Dept Responsibility
Establishes responsibilities of the CS Dept for marketing sponsorship opportunities, and for soliciting, negotiating and administering all sponsorships and agreements
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, policies and ordinances?
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, or legal liability?
Does it create a conflict of interest for the City?
Does it in any way invoke future consideration, influence, or perceive 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. 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
Sponsor must support image, values and corporate objectives of the City and community
VI. 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
Sponsor shall have ongoing responsibilities to adhere to the standards set forth in agreement, and the agreement shall have termination provisions in the event of the failure to comply
Costs for promotion of the renaming of the facility shall be incorporated into the agreement
City Council will determine and approve name of asset
VI. Types of Sponsorships
Events, Programs & Services Sponsorships
1. Title Sponsorships
Sponsor purchases the exclusive right to be named as the Title Sponsor for a specific event, program or service
Mentioned as Title Sponsor in media releases, promotional materials and on event/program website
Will receive category/product exclusivity
Appropriate signage and display for duration of the event, program, or service
VI. Types of Sponsorships
Events, Programs & Services Sponsorships
2. Cash Sponsorships
Sponsor provides cash for a specific event, program or service in exchange for Sponsor recognition
Mentioned as Sponsor in in media releases, promotional materials and on event/program website
Appropriate signage and display for duration of the event, program, or service
VI. Types of Sponsorships
Events, Programs & Services Sponsorships
3. In-Kind Sponsorships
Sponsor provides a good or service for a specific event, program or service in exchange for Sponsor recognition
No monetary exchange
Mentioned as Sponsor in media releases, promotional materials and on event/program website
Appropriate signage and display for duration of the event, program, or service
VII. 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
VII. 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 may receive a finder’s fee (10%)
VIII. Approvals
City Council will approve all sponsorships related to:
Sponsorships that exceed $50,000; or
Naming Rights; or
Agreements that exceed (3) years in length of term.
City Manager will approve all sponsorships related to:
Sponsorships valued between $5,001 - $49,999; or
Service Delivery;
provided that City Council approval is not required.
Community Services Director will approve sponsorships related to:
Sponsorships up to $5,000; and
Community Events and Programs;
provided that City Manager nor City Manager approval is not required.
IX. Sponsorship Payment
Long-Term Agreements (>1 year)
City requires 50% deposit of the 1st annual payment on all long-term agreements
Deposit must be submitted with signed agreement
Remaining 50% for Year 1 is due within 30 days of execution of agreement
For each year after 100% of annual payment is due on anniversary date of agreement
Short-Term Agreements (<1 year)
Full payment must be submitted with signed agreement
X. Revenue Allocation
Naming Rights Sponsor Revenues:
All revenues received from Naming Rights 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 collected will be allocated
Events, Programs & Services Revenues:
All revenues received from Events, Programs & Services Sponsorships will be deposited into the City’s special revenue fund for Sponsorships
The Community Services Department will utilize funds collected to offset City Events, Programs & Services expenses as they occur
XI. Sponsor Recognition
Recognition should identify and acknowledge the Sponsor
Legally recognized name of the Sponsor
Sponsor’s organizational logo and slogan if it identifies rather than promotes the organization or its products or services
Sponsor’s product or service line, described in brief, generic, objective terms
Brief contact information such as phone, address and/or website
Shall not promote or endorse the Sponsor or it’s products or services
Shall not directly or indirectly advocate or endorse the Sponsor’s organization, products or services
XII. Termination of Sponsorships
City reserves the right to accept or reject any sponsorship proposal submitted for approval
City reserves the right to terminate the agreement at any time if, in the City’s sole discretion, continuation of the sponsorship is determined not to be in the best interests of the
City
Sponsor reserves the right to withdraw the proposal at any time during approval process
Sponsor may also withdraw from the agreement within 30 days of execution of agreement. However, no refund will be given on any funds received by the City prior to receipt of the notification
of withdrawal.
Questions?