8.2. ICESR 08-23-2016 City of
Elk Request for Action
River
To Item Number
Ice Arena Commission 8.2
Agenda Section Meeting Date Prepared by
General Business August 16,2016 Rich Czech
Item Description Reviewed by
Sponsorship Policy Michael Hecker,Parks and Recreation Director
Reviewed by
Cal Portner, City Administrator
Action Requested
Review and discuss the Sponsorship Policy
Background/Discussion
Staff was recently approached by a local business interested in purchasing naming rights of certain park
facilities. The Parks and Recreation Director crafted and presented a draft sponsorship policy that
included naming rights to the City Council on July 5,2016. Council referred the policy to the Arena
Commission for review in consideration of the impact on sponsorships. The advertising activities the
Arena staff develops such as the Zamboni and boards is outlined in the proposed sponsorship policy on
page 3 under"Level 3."
Naming rights were also discussed by the Community Center Steering Committee. This policy is
intended as a guide for potential sponsors who wish to provide monetary or in-kind support for facilities
and programs and is intended to be used city-wide.
The City Council approved an official naming policy of the Parks and Recreation areas and facilities on
November 19,2012. Since both are similar in nature the policy is attached for review.
On June 8, the policy was initially reviewed at a Parks and Recreation Work Session. During the past
several weeks, staff reviewed the policy and made some minor changes reflected in this proposed draft.
The city attorney has also reviewed the policy.
The policy wouldn't affect how the advertising for our dasher boards and banners or other areas because
the amount we receive averages between$500 - $1,500 per year which is below the Level Three
sponsorship. If the Zamboni adverting would exceed$5,000 a year it would exceed the $5,000 threshold
and the Parks and Recreation Director would have to approve the advertiser.
Financial Impact
N/A
Attachments
• Sponsorship Policy draft
• Shakopee Community Center Sponsorship Program
I r I R n el
Template Updated 4/14 NATUR
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Shakopee
City of Shakopee 1129 Holmes St.S.,Shakopee MN 55379 1(952)233-9300 1 www.ShakopeeMN.gov
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COMMUNITY CENTER & ICE ARENA IMPROVEMENTS PROJECT
Welcome to our sponsorship program!
We are delighted you are interested in supporting the
IIIIMILLI City of Shakopee to enhance the quality of life for
the citizens of Shakopee.
SHAKOPEE
The City of Shakopee is excited to announce
- a $30.4 million recreation improvement
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89,590-square-foot ice arena, as well as
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' _ The completed project will serve as a focal point
For more information or to discuss in the community, providing opportunities for
sponsorship opportunities, please contact: expanded recreation offerings.
Jamie Polley,CPRP Construction is slated to begin in April 2016 with
Director of Parks and Recreation
jpolley@ShakopeeMN.gov
completion of the ice arena scheduled for December
(952)233-9514 2016. Community Center renovations are projected to
wrap up by June 2017.
•
The Shakopee Ice Arena is home to the Shakopee High School boys and girls
hockey teams, as well as the Shakopee Youth Hockey Association. It is open 11
months of the year for practices, games, recreational skating, lessons, camps and
tournaments.
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ICE ARENA
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COMMUNITY CENTER
The Shakopee Community Center is a hub for citizens to gather, exercise and participate
in recreational activities of all kind. The facility currently offers fitness equipment,gyms,
walking track,fitness classes and meeting space for residents and visitors of all ages. It is
also home to the Enigma Teen Center and Shakopee Skate Park.
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A Fitness Center
The City of Shakopee is seeking community sponsors to help further the City's mission of
providing opportunities to live, work and play by bringing this community asset to life.
One way you can support the project is by investing in naming rights. Ten-year naming rights
are available in many areas of the Community Center and Shakopee Ice Arena. Sponsors'
name placement will reach patrons of all ages who are participating or attending programs and
events at these facilities.
ICE ARENA
Ice sheet 16,800 sq.ft. $750,000 each (2 available)
Rink 1 seats 893; Rink 2 seats 335.
Concession stand 410 sq.ft. $75,000
Large meeting room 1,200 sq.ft. $75,000
Visitor's locker room 600 sq.ft. $75,000
Locker room 450 sq.ft. $20,000 each (8 available)
For more information or to discuss
sponsorship opportunities, please contact:
Jamie Polley, CPRP
Director of Parks and Recreation
jpolley@ShakopeeMN.gov I (952) 233-9514
Sponsorship amounts and term lengths may be negotiable.More information is available in the City of Shakopee's
Sponsorship Policy,which sets the standards,guidelines and approval criteria.
Naming rights options continued...
COMMUNITY CENTER
Aquatic center 24,500 sq.ft. $750,000
Gym 12,400 sq.ft. $200,000
Community room 2,900 sq.ft. $150,000
Indoor playground 2,300 sq.ft. $150,000
Child care area 2,000 sq.ft. $75,000
Fitness center 4,600 sq.ft. $75,000
Aerobics studio 1,500 sq.ft. $50,000 each (2 available)
Spinning studio 970 sq. ft. $50,000
Multi-purpose room 2,500 sq.ft. $50,000 each (2 available)
Small meeting room 500-600 sq.ft. $50,000 each (2 available)
Senior Lounge 820 sq. ft. $50,000
Enigma Teen Center 930 sq.ft. $50,000
(Sponsorship recognition only.Enigma's name remains.)
Lobby 620 sq.ft. $30,000
Water slide $30,000
Walking track $25,000
Community Room
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Learn more about the project at:
www.ShakopeeMN.gov/ccimprovements
Sponsorship amounts and term lengths may be negotiable. More information is available in the City of Shakopee's
Sponsorship Policy,which sets the standards,guidelines and approval criteria.
City of
Elk
River
CITY OF ELK RIVER
SPONSORSHIP POLICY
GENERAL POLICY STATEMENT
The City of Elk River shall seek sponsors that further its mission by providing monetary or
in-kind support for city programs or services.The city permits certain sponsorship of certain
city property, facilities, events,activities,programs and services (collectively`facilities and
services') in limited circumstances. The city maintains its sponsorship program as a
nonpublic forum and exercises sole discretion over who is eligible to become a sponsor
according to the terms of this policy.
Whenever possible, sponsorships shall be linked to specific activities, events,programs,or
publications. The city will neither seek nor accept sponsors that manufacture products or
take positions inconsistent with local, state, or federal law or with city policies,positions, or
resolutions. The acceptance of a sponsorship offer or the establishment of a sponsorship
agreement does not constitute an endorsement by the City of Elk River of the sponsor's
organization,products or services.
II. PURPOSE AND INTENT
The purpose of this Policy and its related practices and guidelines is to define the conditions
upon which sponsorship messages may be placed upon property or in publications of the
city and to establish definitive guidelines for the acceptance and placement of such messages.
It is the intent of the Elk River City Council to preserve its full rights and discretion to
restrict access to city properties and or in city publications and to reject or refuse placement
of any or all sponsorship messages.To the extent that any such messages are accepted, the
city reserves the right of full editorial control over the placement,content, appearance,and
wording and to determine and prohibit types of sponsorship messages which are deemed
inappropriate for,or inconsistent with, city business or the services provided to its residents.
The objectives include:
• Ensure an open and fair public process for soliciting and considering sponsorship
opportunities;
• Provide the city with full and final decision making authority on any sponsorship
opportunity,thus protecting its integrity and the integrity of its facilities and services;
• Allow eligible outside entities interested in sponsorship opportunities (`potential
sponsors') to easily view and understand the various sponsorship opportunities available;
• Help potential sponsors, city staff and the public to better understand the procedures for
sponsorship.
III. DEFINITION OF SPONSORSHIP
City sponsorship is financial or in-kind support from an outside person or entity,including
other governmental or quasi-governmental organizations (collectively`outside entity') to
associate outside entity's name,logo,products or services with a city facility or service.
Sponsorship is a business relationship in which the city and the outside entity exchange
goods, services and/or financial remuneration for the public display of an agreed-upon
sponsorship recognition message.
IV. AUTHORITY LEVELS TO SOLICIT AND APPROVE SPONSORSHIPS
The City of Elk River possesses sole and final decision-making authority for determining the
appropriateness of a sponsorship. Unless a sponsorship opportunity requires City Council
approval, the city shall act through its City Administrator or designee(s). The city has and
reserves the right to refuse any offer of sponsorship. All offers of sponsorship will be
reviewed in accordance with this policy.
Each department director,in consultation with the City Administrator, shall be responsible
for determining the facilities and services for which his or her department is responsible that
are suitable for sponsorship (`eligible facilities and services').
Sponsorship involving naming rights for any city facility,recreation area,park or athletic
field, or designated potion thereof, shall be required to meet any defined department policy
regarding naming rights in addition to criteria defined in this sponsorship policy.
Additionally,when sponsorship involves naming rights,there may be other levels of
approval required if so defined by department policy; such approvals must be met in
addition to the levels of approval defined in Section V below.
The City Administrator may adopt a standard procedure by which sponsorships are sought,
considered, and approved. The City Administrator may contract with an independent
contractor for services related to solicitation and consideration of sponsorships. Unless
other provisions are made in a standard procedure or contract with an outside independent
contractor, each department director should receive all offers of sponsorship for eligible
facilities and services of his or her department, determine that the offer is complete and
properly executed,and shall determine the level, defined below, of each offer and the
corresponding approval process. Each department director should also determine, for
offers that might involve exclusivity,whether there are active or potential sponsorships in
the same category and identify such other sponsorships.
All donations must be approved by a 2/3 majority City Council Resolution.
City of Elk River Sponsorship Policy
Page I 2
V. LEVELS OF SPONSORSHIP
Level 1 - Council Approval Required:
Offers of sponsorship that are for terms of five or more years, or are projected to generate
substantial revenue,and/or that involve naming rights for any city facility, shall require the
approval of the City Council. This level could include designated portions of city facilities,
such as naming rights for a specific athletic field or a specific room within a city facility.
Level 2 -Department Director Approval Permitted:
Offers of sponsorship that are for terms of three to five years,are projected to generate
$90,000 or less and do not involve any naming rights may be approved by the department
director responsible for the particular facility or service,who may also execute the
sponsorship agreement. A director may refer proposals of sponsorship or sponsorship
agreement within his/her authority level to the administrator for approval.
Level 3 -Departmental Staff Approval Permitted:
A department director may delegate the authority to approve offers of sponsorship and to
execute sponsorship agreements for sponsorships that are within the director's authority and
are for terms of one year or less and projected to generate less than$5,000 per year to an
appropriate staff member. All such approvals shall be in consultation with the director.
VI. PUBLIC ACCESS TO SPONSORSHIP OPPORTUNITIES
Public access to information about sponsorship opportunities is important:
1. to create an open and fair process and to protect against disputes related to
sponsorships that are category exclusive;
2. to market available sponsorship opportunities in an open and efficient manner
allowing both the potential sponsor and the city to negotiate efficiently.
Unless other provisions are made by standard procedure,each department with sponsorship
opportunities should endeavor to make information about potential sponsorship
opportunities available through the city's website and other appropriate means.
VII. CRITERIA FOR REVIEW OF SPONSORS AND OFFERS OF SPONSORSHIP
Sponsorships of city facilities and services are maintained as a nonpublic forum.Although
the city recognizes and confirms that entering into a sponsorship agreement is not an
endorsement of that sponsor or its services or products, sponsorships do imply some
affiliation between the city and the sponsor. Therefore,no potential sponsor and no offer of
sponsorship will be approved that might compromise the public trust or the public's
perception of the city's ability to act in the public interest, or that the city deems might have
a negative impact on its mission,image or values. The city also intends to preserve its right
and discretion to exercise full editorial control over the placement, content, appearance,and
wording of all sponsorship recognition messages. The city may make distinctions on the
appropriateness of sponsors on the basis of the sponsorship recognition message but not on
the potential sponsor's viewpoint.
City of Elk River Sponsorship Policy
Page I 3
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Sponsorships and outside entities that the city deems to be unsuitable for the specific
audience or contrary to the community standards of appropriateness for the facility or
service are prohibited,including the following subject matters:
• Promotion of the sale or consumption of tobacco products or depiction of the use of
tobacco products;
• Alcoholic beverages,and establishments that are licensed to sell and primarily do sell
alcoholic beverages,including bars;provided,however that food service establishments
or places of lodging may be authorized as sponsors only when the sale of alcohol is
incidental to providing food service or lodging. Limited sponsorships that include
alcohol pouring rights may be considered for events or facilities at which alcoholic
beverages are sold. Sponsorships by the City of Elk River Municipal Liquor Stores may
be deemed acceptable.
• Commentary, advocacy or promotion of issues, candidates, campaigns or organization of
a social,political, religious or rhetoric nature;
• Depiction in any form of nudity or semi-nudity,profanity,obscenity or lewdness or
characterizations which suggest, depict or promote any such element or sexually oriented
products,activities or materials;
• Promotion in any form of illegal drugs,illegal drug use,illegal drug paraphernalia or
characterizations which suggest or depict the promotion or glorification of any such
projects,activities or materials;
• Use of language or descriptive material which when taken in form and context is deemed
to be unsuitable for or contrary to community standards of appropriateness for
governmental use for family publications;
• Use of words,language, representations or descriptive material of any kind having more
than one meaning or connotation, one of which would otherwise be prohibited under
this policy;
• Inclusion of materials, depictions,promotions or offerings which are the type prohibited
by, or by their nature would violate,any postal restrictions or regulations or any federal,
state or local law,rule or regulation.
Every sponsorship offer shall also be evaluated by taking into consideration the personalities
and characteristics of the average attendee of each facility or service proposed for
sponsorship and the mission,values, and image of the City.
The following criteria shall also be considered in evaluating every offer:
• The extent and prominence of the sponsorship recognition message;
• The aesthetic characteristics of the sponsorship recognition message;
• The importance of the sponsorship to the mission,values and image of the city;
• The level of support proposed to be provided by the sponsor;
• The cooperation necessary and degree of support from other city departments to
implement the sponsorship;
• The value of the resources that is provided to the city in fulfilling its overall mission;
• Factors that might affect or undermine public trust or public confidence in the city's
impartiality or interfere with the efficient delivery of services or operations,including,
but not limited to, the existence of, or possibility for, conflicts of interest between the
sponsor and city officers, employees, or city affiliates; the potential for the sponsorship
City of Elk River Sponsorship Policy
Page I 4
to tarnish the city's reputation or standing, or the potential to otherwise impair the ability
to govern, or distract the city and its officers and employees from its mission.
VIII. POTENTIALLY ACCEPTABLE RECOGNITION MESSAGE FORMATS
Generally used forms of branding and advertising including,but not limited to,those set
forth below,are generally consistent with this policy:
• Park and building naming rights, as approved by department policy and City Council;
• Field and portions of building naming rights,in accordance with this policy;
• Signage including:
o Fencing fabric and/or fence signage
o Light pole and building banners
o Certain interior walls
• Scoreboards;
• Advertising boards at Ice Arena;
• PA audio and visual messages;
• Inclusion on printed materials of the city;
• Inclusion on city-maintained facility web pages;
• Inclusion on bulletin boards;
• Inclusion on information kiosks;
• Inclusion on pavers or other similar permanent fixtures;
• TV Shows;
• Inclusion in or on a facility or service marketing and promotional materials,items,and
messages (including electronic messages,new media and other forms of communication
that may arise in the future).
IX. PERMISSABLE RECOGNITION MESSAGES
Sponsorship recognition messages may identify the sponsor or product,including the use of
sponsor or product logos and marks,but should not promote or endorse the sponsor or its
products or services. Except as otherwise permitted herein, statements that advocate,
contain price information or an indication of associated savings or value,request a response,
or contain comparative or qualitative descriptions of products, services, or organizations will
not be accepted.
Other proposed forms of sponsorship recognition messages,other signage and other visible
advertising will be considered on a case by case basis, consistent with this policy.
X. FACILITIES AND SERVICES FOR WHICH SPONSORSHIP IS PROHIBITED
Naming of facilities already named must be reviewed and approved by the department head,
if there is an applicable department policy regarding naming of city-owned property and by
City Council.
City of Elk River Sponsorship Policy
Page I 5
XI. OTHER POTENTIALLY ACCEPTABLE SPONSOR OPPORTUNITIES
Potential sponsor opportunities that are more interactive than the permissible recognition
messages described above may also be permissible for certain facilities or services under this
policy. These include,but are not limited to:
• Give away items, coupons, or other sponsor related marketing materials;
• Event booth space;
• Contests, drawings or other activities that request a response.
XII. SPONSORSHIP AGREEMENT
Upon approval of an offer of sponsorship, the sponsor and city shall enter into a
sponsorship agreement.A standard procedure should set forth a standard form and other
matters related to sponsorship, such as a rate chart,payment terms, `sponsorship activation'
checklist and schedule.
The city will not make any statements that directly or indirectly advocate or endorse a
sponsor, their products, or services.
No materials or communications,including,but not limited to print,video,internet,
broadcast,or display items developed to promote or communicate the sponsorship using
City's name,marks, or logo,may be issued without written approval from the City
Administrator or designee(s).
XIII. APPEAL PROCESS
Any level of sponsorship that is denied may be appealed to the next level. The City
Council's decision shall be final.
XIV. HISTORY
First approved by City Council on xxxxx.
City of Elk River Sponsorship Policy
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