8.1. SR 01-21-2020Request for Action
To
Item Number
Mayor and City Council
8.1
Agenda Section
Meeting Date
Prepared by
General BusinessJanuary
21, 2020
Michael Hecker, Parks and Recreation Director
Item Description
Reviewed by
Naming Rights Consulting Services Request for
Cal Portner, City Administrator
Reviewed by
Proposal (RFP)
Action Requested
Adopt, by motion, the proposal from The Superlative Group for the City of Elk River's Naming Rights
Consulting Services RFP
Or
Reject, by motion, all proposals for the City of Elk River's Naming Rights Consulting Services.
Background/Discussion
The City Council reviewed the Naming Rights Consulting Services RFP at their November 18 meeting. It
was sent to potential consultants and posted on the city's website on November 27, 2019. We received
three proposals by the deadline date of January 3, 2020.
Staff reviewed and discussed the three proposals and found The Superlative Group to have the most
thorough and detailed proposal based on their team's depth of experience to the project.
The Council should review the proposals and either accept one of the proposals or reject all of the
proposals and provide staff direction.
Financial Impact
No funding sources have been identified for naming rights. If City Council directs staff to move forward
with a naming rights proposal, the Building Reserve Fund is one potential funding source.
Attachments
■ Naming Rights Consulting Services RFP
■ RFP's: Front Burner Sports, Stanley Consulting, The Superlative Group
■ RFP Professional Fees Spreadsheet
The Elk River Vision
A PehoMing community �a itb revolutionary and spirited resourcefulness, exceptional P 01 W E H E 8 6 T
service, and community engagement that encourages and inspires prosperity INAMIRE1
City of I Naming Rights Consulting Services
El0M%M0__I Request for Proposal
River
The City of Elk River is seeking qualified and experienced parties to submit a proposal to provide the
service and guidance necessary to acquire a naming rights agreement for its new, state-of-the-art
multipurpose recreational facility.
The facility, currently under construction, is one part of a major investment in the quality -of -life for Elk
River residents made possible by a $35 million Local Option Sales Tax Referendum. On November 6, 2018,
voters overwhelmingly decided to invest in a city plan of amenities that will benefit every generation. The
plan is known as Active Elk River and passed with 6,830 votes in support and 3,702 opposed. Details of the
plan and construction updates can be found at ActiveElkRiver.com.
The multipurpose facility will expand and improve recreation opportunities at the current Elk River Arena
by providing year-round ice, dry floor events, meeting and event space, a 30,000 square -foot turf field
house, catering cafe space for community events, and dedicated senior center facilities.
As part of the construction, the existing Elk River High School softball fields will be relocated across the
street to Lion John Weicht Park. Another component to the Active Elk River plan, Lion John Weicht Park
will become an active athletic complex with ball fields, a 100-person picnic pavilion, modern restrooms,
open green space, concessions, trails, and improved parking.
The selected service provider will be tasked with developing and implementing a strategic plan to identify
the number and market value of user/visitor impressions, develop pricing packages, marketing materials and
strategies, solicit potential naming -rights clients as well as assist in negotiating a naming client agreement.
The services shall be provided in accordance with the terms, conditions, and specifications contained within
this Consulting Services Request for Proposal.
Please submit your proposal by 4:00 p.m., Friday, January 3 2020, to
Michael Hecker, Parks and Recreation Director
13065 Orono Parkway
Elk River, MN 55330
Direct: 763.635.1161
mhecker&ElkRiverMN.gov
City of Elk River — Naming Rights Request for Proposal - 1
Project Understanding and Scope
While the sales tax revenue will be used to fund the construction of facility, the city wishes to enhance
revenue for additional value-added recreational services and opportunities and foster further community
identity through the use of the public -private partnership tool of offering sponsorship naming rights.
The selected service provider will work with city officials to identify sponsorship assets of the Parks and
Recreation Department, evaluate those assets relative to their sales value, identify and evaluate packaging
strategies, research prospects, construct a sponsor proposal format and develop a communications strategy
for naming sponsorship rights and advertising recognition.
The Consulting Service Request for Proposal is broken down into two phases. Sponsorship program
development is Phase One. The sales and professional assessments of the sponsorship assets identified in
Phase One is Phase Two. The consultant request needs to include both phase one and phase two in one
proposal.
Phase One
The following is a detailed description of the proposed work plan to accomplish Phase One of this project.
Task 1: Value of Assets
The successful consultant will review the physical assets of the multipurpose facility and Lions John Weicht
Park amenities to estimate naming rights value. The primary assets to be evaluated include:
■ Multipurpose Facility Name
■ Ice Arena One
■ Ice Arena Two
■ Field House
■ Field House Dryland Area
■ Senior Center
■ Senior Center Flex Meeting Space
■ Cafe
■ Party/Meeting Rooms First Floor
■ Party/Meeting Rooms Second Floor
■ Lion John Weicht Park Concessions and Shelter Building
This task shall include the following:
a. Participating in meetings and conference calls with city officials, responding to questions and
preparing for the approach and allocate resources for the project task that includes determining the
on -site impressions and sponsorship value of the identified assets.
b. Documenting the methodology used to arrive at the estimated value of the facility assets, including
assessment factors unique to the Elk River region and market area.
c. Comparing the on -site impressions and value of the assets of the Elk River facilities calculated to
those of benchmark facilities around the region.
City of Elk River — Naming Rights Request for Proposal - 2
d. Reviewing and analyzing similar government and private -sector naming rights initiatives and their
transferability to Elk River.
e. Recommending additional naming opportunities within the Active Elk River projects, including
pricing levels and terms above and beyond the overall naming rights for the multipurpose facility.
f. Documenting the potential challenges or issues for naming rights opportunities.
Task 2: Naming Rights Program Structure
The successful consultant will recommend a naming rights program structure that complements Active Elk
River and the region, especially the multipurpose facility. This task shall include the following:
a Recommending the best approach for maximizing revenues and other benefits. Specific
recommendations should include length of naming rights terms, category exclusivity and
compatibility guarantees, and discussion of possible reciprocal business activities.
b. Developing the advertising package by determining whether to sell each sponsor placement
individually or bundle the assets into packages.
c. Identifying any feasible alternative approaches.
Task 3: Strategic Plan Naming Proposal
The successful consultant will develop a naming rights proposal to identify and solicit potential clients. This
task should include the following:
a Recommending a process for soliciting and selecting naming rights clients.
b. Constructing a prospect list of organizations, businesses, individuals and nonprofits.
c Research prospective companies in Elk River and the region that may be interested in naming
sponsorship packages.
d. Review community input from meetings, requests made to city officials and from interviews with
business organizations to get leads of priority prospects.
e. Implementing the timeline for marketing and negotiation of naming rights agreements with potential
clients.
£ Constructing a preliminary proposal that highlights the naming sponsorship opportunities.
g Developing the required letters of intent and associated agreements necessary to secure sponsors,
naming rights organizations and advertisers.
Phase One Duration
This contract shall remain in effect until August 1, 2020.
City of Elk River — Naming Rights Request for Proposal - 3
Phase Two
The selected service provider will guide the sales of the sponsorship assets identified in Phase One of the
sponsorship program development.
The following is a detailed description of the proposed work plan to accomplish Phase Two of this project.
1. Implementing the marketing plan and contacting potential clients. Provide scenario perspectives of
the consultant making direct sales visits of priority prospects with some city official support. Also,
provide scenario perspectives of city officials identifying the sales with minimal support from the
consultant. Provide the professional consultant fee to fit these scenarios to be a base fee amount
and/or a graduated percentage level of sales.
2. Assisting the City of Elk River in negotiating agreements with potential clients and making
recommendations for adjustments of new information necessary to fit the market place as it evolves.
3. Assisting the City of Elk River in developing any necessary documents to implement individual
naming rights agreements.
4. Continuing to review community input to assess sponsorship related trends, requests made to city
officials from interviews with businesses and organizations in order to gather leads for priority
prospects.
Phase Two Duration
This contract shall begin August 1, 2020 and extend through December 31, 2021.
Consultant Submittal Requirements
Responses to this Request for Proposal must include the following information:
1. A cover letter indicating the consultant's interest in the project and highlighting its qualifications to
perform the project.
2. A description of the firm's proposed methodology to completing the inventory and valuation of
assets; approach to sponsorship packaging and sponsorship engagement as well as the ROI.
3. The consultant's capabilities and experience in sponsorship inventory and valuation including
specific successful examples with municipalities and parks and recreation programs. Provide a
minimum of three references from within the past seven years. References should include
organization, contact person, email and telephone number.
4. Provide a minimum of two specific examples outlining the financial return on investment from
previous parks and recreation departments/municipalities with which you have consulted.
5. List of sub -consultants and other outside associates to be used by your consulting firm.
6. The consultant cost shall be a Not to Exceed Fee. Reimbursable costs including details of service or
items and applicable charge per unit. All proposed expenses must be itemized with a grand total
submitted.
City of Elk River — Naming Rights Request for Proposal - 4
City of Elk River Requirements
The City of Elk River shall provide relevant requested information on all the above stated phases and tasks.
1. Providing insight into planning relative to the use of the multipurpose facility, Active Elk River,
knowledge of the community and in particular, user groups and stakeholders.
2. Provide the consultant office space when in the community working on this project.
Consultant Selection
Proposals will be reviewed and based on the following criteria:
1. Consulting firm and key project staff experience
2. Proven track record in successfully completing similar projects
3. Proposed approach to completing the project
4. Consultant's experience with municipal parks and recreation facility naming opportunities
5. Proposed project schedule
6. Proposed Consultant cost for phases one and two.
Following review of the proposals by the City, only selected Consultants may be asked to make oral
presentations of their proposals to City officials. Staff will select a Consultant to negotiate a contract as
follows:
1. If for any reason, a firm is not able to commence the services in that firm's proposal within 30 days
of the award, the City reserves the right to contract with another qualified firm.
2. The City shall not be liable for any expenses incurred by the Consultant prior to the signing of a
contract including, but not limited to, the Proposal preparation, attendance at interviews, and/or
final contract negotiations.
3. The Proposal must be signed in ink by an official authorized to bind the Consultant to its provisions
that will be included as part of an eventual contract. The Proposal must include a statement as to
the period during which the proposal remains valid.
4. The City reserves the right to reject any and all proposals or to request additional information from
any or all of the proposing firms.
Contract Terms and Conditions
Upon selection of a Consultant, an agreement or contract for services shall be entered into by the city and
the Consultant. It is expected that the contract will provide for compensation for actual work completed on
a not to exceed basis, with the following conditions:
1. Deletions of specific components, such as individual project meetings, will be at the discretion of
the city. Billing that exceeds the not to exceed amount will not be compensated unless a contract
extension has been approved in advance by the City Council.
2. The city shall retain ownership of all documents, plans, maps, reports, and data prepared under this
proposal, hard copies and digital documents.
3. If, for any reason, the Consultant is unable to fulfill the obligations under the contract in a timely
and proper manner, the city reserves the right to terminate the contract by written notice. In this
event, the firm shall be entitled to just and equitable compensation for any satisfactory work
completed to that point at the discretion of the Parks and Recreation Director.
City of Elk River - Naming Rights Request for Proposal - 5
4. The Consultant shall not assign or transfer any interest in the contract without prior written consent
of the city.
The Consultant shall maintain comprehensive general liability insurance in accordance with Section
466.04 of the Minnesota Statutes.
The Consultant shall defend, indemnify and hold harmless the City of Elk River, its officials,
employees and agents, from any and all claims, causes of action, lawsuits, damages, losses or
expenses, including attorney fees, arising out of or resulting from the Consultant's (including its
officials, agents, sub consultants or employees) performance of the duties required under the
contract, provided that any such claim, damages, loss, or expense is attributable to bodily injury,
sickness, diseases or death or injury to or destruction of property including the loss of use resulting
therefrom and is caused in whole or in part by any negligent act or omission or willful misconduct of
Consultant.
7. The Consultant contract shall be governed by the laws of the State of Minnesota.
Projects summaries shall be submitted with each invoice during the course of this project. Each
summary shall detail the amount billed to date, outstanding work items with costs to completion,
and timelines. Invoices submitted to the city shall include a detailed breakdown of all chargeable
items for that period.
Appendix
■ Multipurpose Facility Design and Renderings
■ Standards Professional Services Agreement
City of Elk River — Naming Rights Request for Proposal - 6
Professional Fees
Professional fees related to the above mentioned scope of work include all expenses and will be billed as a
lump sum commensurate to complete the work.
Phase One Total Proposed Fee (not to exceed)
Phase One Total Itemized Expenses
Phase Two Total Proposed Fee (not to exceed) $
Details or Explanations for Phase Two (a base flat fee, percentage of sales, etc.)
Phase Two Total Itemized Expenses
Submitted By:
Name and Title
Date
City of Elk River — Naming Rights Request for Proposal - 7
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RFP Response — 12/27/2019
Naming Rights Consulting Services — City of Elk River
FRONTBURNER
SPORTS AND ENTERTAINMENT
Section I: Company Overview
Company Overview
Front Burner Sports and Entertainment is a full -service sponsorship representation agency based out of Victoria, MN. The company was started
in late 2016 with the vision of being the premiere sales representation firm for properties and venues faced with the challenge of securing
naming rights partnerships and driving sponsorship revenue. At Front Burner Sports, we believe that aside from the major sports properties
which capture the majority of sponsorship revenue, a second tier of properties exists and that these properties also provide outstanding but
overlooked sponsorable opportunities that touch on consumer passion points.
These properties and venues typically lack the resources and/or the expertise to properly uncover prospects, connect with decision makers
and ultimately create sponsorship programs and as a result they miss out on critical revenue that could be contributing to their bottom line.
Along with it's subsidiary Rinkside Advertising Network which currently represents more than fifty (50) community Ice Arenas across
Minnesota, Front Burner Sports has the contacts, the experience and the know-how to efficiently create a sales program that produces results
for these properties and venues. The company works with its partners to create and deploy on a sales strategy that produces results.
The driving force behind Front Burner Sports and Rinkside Advertising Network is Chris Potenza. Mr. Potenza is a seasoned sponsorship sales
executive with more than 25 years experience in the industry including time leading sales teams in the NFL, NBA, NHL as well as countless
other properties and venues.
Company Overview
Since launching in 2016, Front Burner Sports and Entertainment, and its subsidiary Rinkside Advertising Network, has been contracted by multiple
properties to plan and execute sponsorship and naming rights campaigns. Partners have included but are not limited to the following entities:
Ramsey County Parks & Recreation: Enlisted by the Ramsey County Parks and Recreation to secure a naming rights partner for the Vadnais Sports
Center, a youth sports facility featuring two (2) ice rinks and one (1) indoor turf facility. As of December 2019, a partner has been secured and the
agreement is in the final legal process with an anticipated announcement targeted for early 2020.
Rochester Arena Project: Responsibilities include generation of all contractually obligated income on an initiative to bring a new state of the art
multi -purpose arena to Rochester, MN. Scope of the project included securing naming rights partner and founding partner, negotiating all building
vendor relationships and procuring secondary multi -year agreements with marketing partners.
Treasure Island Center: Responsibilities include securing partners for major urban redevelopment program to transform the former Macy's building
in downtown St. Paul into a mixed use commercial property which includes a hockey rink that serves as the Minnesota Wild's Practice Facility and
home of the Hamline Men's and Women's Hockey programs. Scope of sales efforts include all non -Wild related signage and promotional activities.
The Armory: Retained by Armory Hospitality to secure entitlement partners (including naming rights) for the revitalized Minneapolis Armory. The
refurbished building opened in late 2017 as a concert venue with a capacity of 8,000 and has since hosted more than 100+ events.
U.S. Bank Stadium: Contracted by SMG, the facility management group, Front Burner Sports and Entertainment oversees the sale and execution of all
non -Vikings related partnerships at the venue. Asset portfolio includes entitlement to signature owned properties, interior and exterior branding
treatments and on -site promotional activities.
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Rinkside Advertising Network
AOVEATISINO NETWORK
A Front Burner Sports and Entertainment subsidiary, Rinkside Advertising Network was created specifically to assist community ice rinks drive
revenue through the sale of advertising opportunities to regional brands. Now in its fourth year, Rinkside has generated more than $500,000 in
incremental revenue for the rinks in the network which includes the following facilities:
Aldrich Arena
Andover Ice Arena
Apple Valley Hayes Arena
Bloomington Ice Garden
Braemar Arena
Burnsville Ice Center
Centennial Ice Arena
Coon Rapids Ice Center
Cottage Grove Ice Arena
Delano Sports Center
Eagan Civic Center
Eden Prairie Community Center
Elk River Ice Arena
Fogerty Arena
Forest Lake Sports Arena
Gustafson -Phelan Arena
Harding Arena
Hastings Civic Arena
Highland Arena North
Highland Arena South
Lakeville Ames Arena
Lakeville Hasse Arena
Minnesota Made Ice Arena
New Hope Ice Arena
Northeast Ice Arena
Orono Ice Arena
Oscar Johnson Arena
Parade Arena
Pleasant Arena
Plymouth Ice Center
Princeton Ice Arena
Rosemount Community Center
Roseville Skating Center
Schmitz -Maki Ice Arena
Schwan's Super Rink
Shoreview Arena
St. Croix Recreation Center
St. Louis Park Comm. Center
St. Thomas Academy
Vadnais Sports Center
Velocity Hockey Center
Veterans Memorial Comm. Ctr.
Victoria Ice Arena
Waconia Ice Arena
Wakota Ice Arena
West Side Arena
White Bear Arena
White Bear Lake Sports Center
All Seasons Arena (Mankato)
Bernick's Arena (Sartell)
Breezy Point Hockey Center (Pequot Lakes)
Buffalo Civic Center (Buffalo)
Chisago Lakes Ice Arena (Chisago)
Ely Ice Arena (Ely)
Essentia Heritage Center (Duluth)
Fairbault Ice Arena (Fairbault)
Hermantown Ice Arena (Hermantown)
Isanti Community Arena (Isanti)
John Spalj Arena (Isanti)
Lee Community Center (Morris)
Litchfield Civic Arena (Litchfield)
MAC Arena (St. Cloud)
Miners Memorial Arena (Virginia)
Moorhead Sports Center (Moorhead)
Moose Sherritt Arena (Monticello)
Mora Civic Center (Mora)
New Ulm Civic Center (New Ulm)
Northfield Ice Arena (Northfield)
Prairie Island Center (Red Wing)
Red Baron Arena (Marshall)
Sauk Center Civic Arena (Sauk Center)
Wilmar Civic Arena (Wilmar)
Experience of Key Personnel
Chris Potan7a
Chris Potenza serves as the President and Founder of Front Burner Sports. Mr. Potenza's vast experience in the sponsorship industry spans
nearly 30 years and includes time spent leading staffs and selling sponsorship programs in the NFL (Minnesota Vikings), NBA (Minnesota
Timberwolves) and NHL (New Jersey Devils and Tampa Bay Lightning). Aside from his experience at the major professional level, he has also
served in a sponsorship capacity for minor league teams (Cincinnati Cyclones (IHL), Atlanta Knights (IHL), Utah Grizzlies (IHL), sports leagues
and governing bodies (Western Pro Hockey League and IRONMAN Triathlon) and venues (Amalie Arena).
During his time in the industry Mr. Potenza has played a role in contracting more than $100,000,000 in sponsorship agreements and has
negotiated Naming Rights programs, Practice Facility entitlements, Event and Game Sponsorships, Vendor Programs and Pouring Rights
agreements.
A regular speaker at industry events, Mr. Potenza has been hired as a consultant on numerous projects providing services that range from sales
strategy, sponsorship sales instruction, price modeling and sales outreach.
Should Front Burner Sports and Entertainment be awarded the contract to represent the naming rights interests of the City of Elk River, Mr.
Potenza will serve as the main point person and will be intimately involved with all areas of the project. Additional employees may be hired as
necessary to ensure a successful outcome.
Description of Approach/Philosophy
Front Burner Sports and Entertainment is the local leader in generating revenue and securing naming rights agreements for local properties in
the sports, entertainment and arts industries. Leveraging the experience of its President Chris Potenza, and his nearly thirty year career in the
sponsorship industry the company takes an aggressive yet systemized approach to generating revenue for its partners.
The sales approach it deploys concentrates on key categories that over time have shown to produce the best results in producing partners for
similar projects and once a preliminary target list of possible partners has been determined follows a plan that relies on three simple but
powerful goals:
Be Prepared!: Front Burner invests considerable time and energy to learn the intricacies and nuances of every project and once it is well versed
in a project the company takes the time to create a compelling sales story that not only details the differentiating characteristics of an
opportunity but also clearly and concisely outlines the benefits the partner will receive from coming on board.
Be First!: Many great sales campaigns fail due to lack of outbound effort. Front Burner prides itself in taking an aggressive outbound approach
that quickly and efficiently canvasses the markets to bring potential partners to the forefront.
Be Creative!: Recognizing that every deal is different, and that every partner has different goals and motivations, Front Burner works hard to
create cutting edge solutions that are new and innovative in both their approach and implementation.
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Section II: Project Overview
"I
Project Overview
The City of Elk River is seeking a qualified and experienced partner to assist the city in its efforts to acquire a naming rights agreement for its
new, state-of-the-art multipurpose recreational facility.
The facility, currently under construction, is one part of a major investment in the quality -of -life for Elk River residents made possible by a $35
million Local Option Sales Tax Referendum. On November 6, 2018, voters overwhelmingly decided to invest in a city plan of amenities that will
benefit every generation. The plan is known as Active EII< River and passed with 6,830 votes in support and 3,702 opposed.
The multipurpose facility will expand and improve recreation opportunities at the current EII< River Arena by providing year-round ice, dry floor
events, meeting and event space, a 30,000 square -foot turf field house, catering cafe space for community events, and dedicated senior center
facilities.
Front Burner Sports and Entertainment is confident that it is the right partner for the City of Elk River and feels that its vast experience in the
sponsorship industry coupled with its structure as a local boutique sports and entertainment marketing agency will offer Elk River the attention
that this project deserves.
Phase I: Stage One — Execution Plan
Should Front Burner be awarded the opportunity to represent Elk River on this project, work on Phase I, as outlined by the city,
would begin immediately. This Phase would include several projects including but not limited to the following:
Stage One: Discovery and Valuation
Comprehensive Inventory Audit and Site Visit: Within days of beginning work on this project Front Burner will tour the project site
for the purpose of gaining a deeper understanding of the available marketing assets that may be utilized in a Naming Rights
agreement as well as looking to uncover previously underutilized assets that can be created to make a program more attractive to a
potential advertiser.
Key stakeholder Interviews: During this first phase of the project, Rinkside Advertising Network will conduct formal interviews with
several project stakeholders including but not limited to City Staff, Facility Staff, City Commissioners, any relevant Third -Party Vendors
(Web -Site Vendor, etc.) and other regular building users (Local Youth Hockey Associations, High School Athletic Directors, etc.) The
purpose of these meetings will be to fully understand the goals and objectives of each group, gather accurate data on site traffic,
local road traffic patterns, website activity, etc., begin to build the value proposition that will be presented to potential Naming
Rights Partners and uncover opportunities to partner with outside groups so as to strengthen the attractiveness of the Naming Rights
Offering to potential partners.
Phase I: Stage One — Execution Plan (cont'd)
Research: Front Burner will research and review naming rights and advertising rights at other facilities across the market.
Development of target prospect list: In the initial weeks of this project, Front Burner will conduct a Market Prospect Audit in order
to develop a preliminary target list of possible partners for the facility. This list will include company names, industry descriptions and
marketing contact information. This document will be reviewed by Rinkside Advertising Network and City Officials so as to eliminate
partners in categories that the City would prefer not to approach.
Protected time necessary to complete Stage I: Two Months
Phase I: Stage One - Deliverables
Phase I: Stage One Deliverables: The city of Elk River can expect the following deliverables by the conclusion of this stage of this project:
Comprehensive Facility Rate Card: This document will outline all identified assets available for use in a partnership proposals and will
include valuations and proposed rates for each element.
ProiectSummary Document: This deliverable will outline the goals for the project as stated in interviews conducted by Front Burner and
will make recommendations as to the best path for success as well as additional sales opportunities that could be capitalized on by the
county at the facility.
Like Facility Research: This document shall provide a summary of other facilities in the market specific to current naming rights and
valuations on available advertising assets.
Partner Prospect List: Document will include names and contacts of the companies that Front Burner initially plans to contact about this
unique opportunity.
Suggested Naming Rights Valuation, Package Outline and Additional Opportunity Assessment: This document will provide an initial
assessment of the value of a naming rights program at the facility as well as a suggested list of assets that should be included in the
naming rights proposal. This document will be used later in phase two to create attractive sales materials. Front Burner will also make a
recommendation to the City as to the viability of selling additional lesser valued partnerships at the "Presenting" or "Cornerstone" or
"Rink Name Entitlement" level assuming that the creation of such packages does not negatively impact the opportunity to sell Naming
Rights to the facility.
Phase I: Stage Two — Execution Plan
As stage one of this phase draws to a close, the information gathered will be used to develop a story that resonates with potential
partners as well as documents that can be used to make presentations during Phase II of the project. Activities in this phase will
include but not be limited to:
Sales Story Development: The foundation of any successful sponsorship sales campaign in built on a great and powerful story. Front
Burner will utilize the information gathered in stage one and will work with local officials to build a powerful elevator pitch and an
FAQ document that can be used as the basis for any discussion with interested parties about this project. These materials will also be
utilized as the basis for any sales presentations or solicitations made to potential advertisers.
Development of Sales Materials for Active Outbound Sales Approach: Front Burner will create a comprehensive sales proposal that
outlines this Naming Rights Opportunity to potential Buyers. This document will include not only information about the property but
will also provide potential partners with compelling reasons as to why this opportunity is impactful and unique. In addition to this
naming rights proposal, secondary proposals will be created for additional sales opportunities (i.e. cornerstone partnerships) that
can be presented to possible partners so as to maximize sponsorship yield for the facility.
Protected time necessary to complete Phase II: Two Months
Phase I: Stage Two - Deliverables
Phase I: Stage Two Deliverables: The city of Elk River can expect the following deliverables by the conclusion of this stage of this project:
Elevator Pitch: This short document will outline a sixty second pitch that outlines the opportunity available as well as the benefits that a
partner can expect to receive by taking advantage of it.
FAQ Document: This Frequently Asked Questions document will serve as an overview to specific information about the facility including
but not limited to: number of events hosted per year, traffic numbers for the facility, street exposure figures for exterior signage,
demographics of participants and spectators and how dollars realized from these naming rights efforts will be utilized by the County.
Naming Rights Proposal: This document will be a comprehensive sales piece that introduces the opportunity available at the facility,
outlines the assets that a partner would receive in a naming rights agreement, describes the benefit they would receive from
participating and clearly outlines the financial commitment necessary from a partner.
Master Proposal Document: In addition to the Naming Rights Proposal Document, Front Burner will also create a more generic version
that can be modified and presented to other possible partners for investment at lesser but acceptable levels for partnerships that would
supplement Naming Rights partnership revenue.
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Section IV: Phase II Plan
"I
Phase II: Stage One - Execution Plan
Phase II of this project is straightforward and will focus on successfully securing a naming rights partner forth e facility. A targeted and
aggressive sales outreach will begin within days of the conclusion of Phase I. This Phase would include several projects including but not
limited to the following:
Stage 1: Active Presentation of Opportunity
Outreach: Front Burner Sports and Entertainment has a deep pool of contacts at the executive level across the metro and has proven to be
more than capable of connecting quickly to the local business community in the markets where our projects are located. This network will be
tapped into to begin discussions about the value that the multi -purpose facility will bring to Elk River and the benefits a partner will receive
from integrating into this project.
Presentation: This outreach will inevitably lead to a number of client meetings and ultimately a pool of interested parties which will result in a
limited number of quality finalists for Naming Rights. Where applicable city officials will be asked to participate in meetings where the naming
rights opportunity is presented and activation concepts are discussed.
Reporting: To ensure that city officials are fully aware of progress being made on the sales of sponsorship programs, Front Burner will provide a
comprehensive sales report on a bi-weekly basis. This report will include prospect name, contact information and brief status updates
summarizing potential investment, assets pitched and likelihood to close.
In order to review progress and remain transparent in the sales approach, Front Burner Sports will meet with City of EII< River representatives
in -person on a monthly basis.
Projected time necessary to complete Stage I: Eight Months
Phase II: Stage One - Deliverables
Phase II: Stage One Deliverables: The city of Elk River can expect the following deliverables throughout this stage of this project:
Bi-WeeklySales Reports: This bi-weekly report will be a financial recap of all presentations that have been made to potential partners
and will include total dollars pitched, likelihood to close and other agreed upon metrics.
Monthly Activity Summaries: This more detailed report will be submitted to city officials on a monthly basis and will include recaps of all
active prospects including contact information and a brief summation as to where they currently sit in the process, detailed information
on feedback we have received and next steps in the sales process.
Phase II: Stage Two - Execution Plan
Stage Two of this phase will be squarely focused on getting a Naming Rights agreement signed off on by a partner and the city. This Phasl
include but not be limited to the following: :
Stage Two: Negotiation and Contracting
Negotiation: As the outreach process narrows the field of potential partners to a select few companies, Front Burner Sports and Entertainment
will assume a lead role in the negotiating of an agreement. Front Burner will rely on its vast experience in past projects to maximize revenue
for the City of Elk River while creating an agreement with a partner that will be long lasting.
Contracting: Once a partner has been selected and an agreement verbally agreed to, Front Burner Sports and Entertainment will work closely
with the City of Elk River's legal team to craft an agreement that properly captures the spirit of the partnership while protecting the city's
interests from a legal perspective.
Protected time necessary to complete Stage II: Four Months
Phase II: Stage One - Deliverables
Phase II: Stage Two Deliverables: The city of Elk River can expect the following deliverables throughout this stage of this project:
Executed Naming Rights Agreement: By the end of this stage the City of Elk River can expect to have a fully executed naming rights
agreement in place that captures the spirit of the partnership and addresses all necessary details of the long-term deal.
Summary ofAdditional Sales Opportunities: With the naming rights agreement firmly in place, attention will shift back to the sale of
additional assets so as to ensure maximum sponsorship yield for the City of Elk River. Front Burner will furnish the city with a detailed
report summarizing all existing opportunities with a plan as to how these opportunities will be sold.
Phase II: Stage Three - Execution Plan
With a legal agreement in place, focus will shift to the execution and activation of all assets. Front Burner will dedicate resources to assis-
the City of Elk River in the process of executing each deliverable as outlined in the Naming Rights Agreement while also working to maximize
revenue through the sale of additional assets within the facility. This phase would include several projects including but not limited to the
following:
Stage 3: Activation and Sale of Additional Assets
Activation: Front Burner Sports and Entertainment will work closely with officials from the City of Elk River to execute all assets as outlined in
the Naming Rights Agreement. Working within the city's procurement process, Front Burner will assist in selecting vendors, review signage
plans and manage the installation of all branding. Front Burner will oversee all activation and fulfillment of sponsorship agreements and will
work with all internal vendors to ensure uniformity of execution. A Front Burner representative will be present at any installation activations
that need to be supervised (City to provide proper building access to Front Burner Sports).
Presenting Partnerships and Sale of Additional Assets: Throughout the outreach process, Front Burner will make contact with several
potential partners that show interest in the project but ultimately are unable to successfully execute a naming rights agreement. Rather than
leave potential dollars unrealized by the city, Front Burner will re -approach these prospects with new proposals for assets not included in the
naming rights agreement. Front Burner anticipates that several of these partners can be secured as sponsors of these assets in a manner that
co -exists with the naming rights agreement thus increasing the total revenue yield for the city.
Protected time necessary to complete Stage II: Four months
Phase II: Stage Three - Deliverables
Phase I: Stage Two Deliverables: The city of Elk River can expect the following deliverables by the conclusion of this stage of this project:
Weekly Activation Report: Front Burner will furnish the City of Elk River with a weekly report detailing the progress of all activation of
partnerships so as to maintain a schedule of delivery.
Bi-Weekly5ales Reports: This bi-weekly report will be a financial recap of all presentations that have been made to potential partners for
non -naming rights assets. and will include total dollars pitched, likelihood to close and other agreed upon metrics.
Delivery Report: At the conclusion of this phase, the county will receive a final delivery report summarizing all delivered assets, contact
information for any vendors used for production and/or installation and instructions for activation of the agreement for future years.
Section V: Other Submittal
Requirements
"I
Methodology, Approach and Process
Utilizing its years of experience and vast pool of contacts within the industry, Front Burner Sports and Entertainment has built a systematic
methodology, approach and process that serves as a guide throughout any and all projects that we are involved in. This includes but is not
limited to the following areas:
Property Valuation: Front Burner Sports and Entertainment utilizes a methodology that takes into account three main components when
establishing values for a project. These areas include Quantitative Factors (Media Value on a CPM basis, Signage Benefits, Marketing Value,
etc), Qualitative Factors (Prestige, Market Demand, Activation, Reach, Community Factors) and Comparable Venue Analysis. By analyzing
several data points within each of these components Front Burner is able to assign values to individual assets within a project and then
combine those assets into programs that define overall value.
Packaging: Drawing on years of experience creating sophisticated sponsorship programs for professional sports teams, Front Burner Sports and
Entertainment analyzes each individual asset of a property to understand value, activation costs and demand. Once this analysis is complete,
Front Burner systematically constructs programs that not only make sense financially for the property but also effectively and efficiently satisfy
the business objectives of partners. When constructing these programs Front Burner is careful to put the Naming Rights program first while
constructing additional sponsor entitlement programs that complement rather than detract from the primary partner investment
Prior Examples of Success
Ramsey County Parks & Recreation
Front Burner Sports & Entertainment's Rinkside Advertising Network was retained by the Ransey County Parks & Recreation Department in
mid-2019 to assist with the campaign to secure a naming rights partner for the Vadnais Sports Center. As well documented in local media, this
multi -sport facility saw its soccer dome collapse during an unexpected late spring snowfall in 2018. In analyzing the financial repercussions of
the dome's collapse, it became obvious to the Ramsey County Parks & Recreation department that without significant outside investment it
would be a burden to the county to rebuild that portion of the facility.
Front Burner Sports and Entertainment took on this project in June of 2019. As part of the project, Front Burner redeveloped the story of the
facility effectively rewriting its troubled past and replacing it with a compelling vision for the future. After an intense outreach effort, Front
Burner was able to identify several viable partners and within four months Ramsey County entered into an exclusive negotiating window with
a partner. A naming rights agreement with this partner is currently being finalized with a public announcement of the partnership and a
complete rebranding of the facility scheduled in the coming months.
Due to contractual obligations, Front Burner is unable to share the financial details of this agreement which will become public after the
announcement this spring but is proud to say that this agreement will be the largest of its kind for a youth sports facility within the Twin Cities
metro.
Prior Examples of Success - Continued
Rinkside Advertising Network
As frequently mentioned throughout this RFP response, Front Burner Sports and Entertainment owns and operates Rinkside Advertising
Network. Rinkside Advertising Network was started in 2016 with the express purpose of assisting local community ice rinks in the monetization
of their marketing assets. Today, Rinkside works with close to seventy facilities, may of which are owned by their local municipalities, and has
driven more than $500,000 in revenue to these facilities primarily through the sale of in -arena signage.
Rinkside Advertising Network supplements these facilities sales efforts by combining opportunities across multiple sites into a singular
advertising platform that can be easily accessed by brands looking to make an impact within the state of hockey. Advertisers include but are
not limited to Tria, HealthPartners, HealthPartners Dental, Warner Brothers, Cub Foods, West Bend Insurance, Factory Motor Parts, Blue Cross
Blue Shield and countless others.
Prior Examples of Success - Continued
St. Paul Port Authority —Treasure Island Center
Front Burner Sports and Entertainment, through its Rinkside Advertising Network property, continues to be retained by the St. Paul Port
Authority with responsibilities that include the monetization of marketing assets at the Treasure Island Center and Tria Rink. These facilities,
which are owned by the Port of St. Paul, serve as the practice facility for the Minnesota Wild and are also home to the Minnesota Whitecaps,
Hamline University's Men's and Women's hockey programs, youth and high school hockey programming and several charitable organizations
that utilize ice hockey and other ice related activities to make a difference inside the community.
Since starting the relationship in 2017, Front Burner has secured several building partners including Spire Credit Union, the Minnesota National
Guard and Red's Savoy Pizza with revenues exceeding $100,000.
Prior Examples of Success - Continued
Target Center and Mayo Square — Minnesota Timberwolves
Prior to launching Front Burner Sports and Entertainment, company President Chris Potenza served as the Director of Corporate Sponsorships
for the Minnesota Timberwolves. While with the organization, Mr. Potenza oversaw a team of ten (10) employees responsible for the sale and
activation of all sponsor relationships.
Mr. Potenza was intimately involved in the renewal of the naming rights deal at Target Center, which came after an exhaustive campaign which
included several other competing bidders. Additionally, Mr. Potenza played a key role in the development of the concept of naming rights for a
practice facility and as part of this project created all proposals, ideology and processes related to this project which ultimately resulted in
what is today known as Mayo Square.
References
Mark McCabe
Director of Parks & Recreation
Ramsey County
Phone: 651.363.3777
E-Mail: mark.mccabe@co.ramsey.mn.us
Lee Krueger
President
Port of St. Paul
Phone: 651.204.6226
E-Mail: Ijl<@spa.com
Dean Mulso (also serves as Treasurer of MIAMA)
Facilities Manager
City of Burnsville
Phone: 952.895.4653
E-Mail: dean.mulso@burnsvillemn.gov
Chris Terry
Board Member
Rochester, MN Sports Commission
Phone: 763.535.3062
E-Mail: cterry@knutsonconstruction.com
Ethan Casson
Chief Executive Officer
Minnesota Timberwolves
Phone: 612.673.1600
E-Mail: ethan.casson@timberwolves.com
Steve LaCroix
Chief Marketing Officer
Minnesota Vikings
Phone: (952) 828-6542
E-Mail: lacroixs@Vikings.nfl.net
Sub -Consultants and Associates
Front Burner Sports and Entertainment is confident that it has all of the resources necessary for the successful completion of this project in-
house and will not be contracting for the services of any outside sub -consultants or associates.
30
Section II:
Sponsorship Services —
Price Proposal
"I
s
Professional Fees
Fees related to the scope of work for this project include all expenses and will be broken down by phase as follows:
Phase One: During Phase One of this project City of Elk River will compensate Front Burner Sports and Entertainment at a monthly rate of
$6,000 for a period of four months for a total Phase One sum not to exceed $24,000. Should work on this phase be completed early and to the
satisfaction of both parties, compensation will move immediately to the Phase Two compensation plan as detailed below.
Phase Two: During Phase Two of this project City of Elk River will compensate Front Burner Sports and Entertainment at a monthly rate of
$3,000. In addition to this monthly rate, the City of Elk River will also pay a 10% commission on the lifetime value of sold sponsorship programs
with the total Phase Two compensation (monthly fee plus commission) not to exceed $135,000.
Fee Summary:
Phase One: $6,000 per month not to exceed $24,000
Phase Two: $3,000 per month plus commission not to exceed $135,000
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January 3, 2020
Michael Hecker, Director
Elk River Parks and Recreation Department
13065 Orono Parkway
Elk River, MN 55330
RE: Proposal for professional services
for Facility Naming Rights
Dear Mr. Hecker:
I am excited about the prospect of providing the City of Elk River Parks and Recreation Department with
professional services to build a public/private partnership type sponsorship program.
In accordance to your Naming Rights Consulting Services Request -for -Proposal please find attached my
proposal for services. 1 feel that you will see I have been able to meet your requirements and that you
will find that my professional background has prepared me well for the project.
I have had the pleasure of visiting the community twice, one visit involved a tour, and have become
somewhat familiar with the community. My perspective is that Elk River is a charming, quaint,
community that offers its citizens a great deal of quality -of -life opportunities such as participation in
sports, arts, health and cultural activities.
I very much would like to assist the community going forward.
Thank you so much for your consideration.
Si e1,1
John Staley, Owne
Staley Consulting
PROPOSAL
Consulting Services for Sponsorship Program Development
Elk River Parks and Recreation
Submitted on January 3, 2020
by John Staley, Owner of Staley Consulting
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PROJECT PURPOSE
In 2018, the community of Elk River chose to make a major investment in the quality -of -life for
their community through a sales tax referendum. It is the wish of the Elk River Council to
provide an even greater amount of value-added services for the citizens, without increasing
taxes any further, through the use of the public -private partnership tool of offering
sponsorships.
PROPOSED METHODOLOGY
Phase I
1. Conduct a thorough briefing with staff of the project development and planned
programming for the new and upgraded facilities.
2. Conduct a brief assessment of the business community, as well as, park department
stakeholders by interviewing five to eight leaders.
3. With staff, identify assets that can be offered for naming in addition to the following
that have already been identified:
• Multipurpose Facility Name • Senior Center Flex Meeting Space
• Ice Arena One • Cafe
• Ice Arena Two • Party/Meeting Rooms First Floor
• Field House • Party/Meeting Rooms Second Floor
• Field House Dryland Area • Lion John Weicht Park Concessions
• Senior Center and Shelter Building
4. Evaluate the sponsorship value of each of the assets by:
• Subcontract with a specialty firm that has expertise in determining the on -site
impressions and sponsorship value of a sample of the identified assets.
• Compare the on -site impressions and value of the assets of the Elk River Facility
calculated by subcontracted specialist to those of benchmark facilities around the
region.
5. Develop an advertising package:
• Determine if it is best to sell each sponsorship brand placement individually or
bundle assets into packages.
• If needed, determine the packages for sponsors at incremental amounts.
Example: $10,000, $25,000, $50,000
6. Construct a prospect list of likely organizations, businesses, individuals, nonprofits, etc.
• Research prospective companies typically interested in sponsorships of public
facilities and programs.
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• Review community input from forums, requests made to officials, interviews with
business associations, and others to get leads of priority prospects.
7. Construct Sponsorship Solicitation Materials
• Materials will be professionally designed and will highlight key areas such as:
impressions, traffic and demographics of event attendees, marketing opportunities
at events and programming, media presence, rate sponsorship value, etc.
• Materials will be designed with flexibility so that parts of the packet can be tailored
to each individual prospects solicited by focusing on their interests and needs.
• Projected Duration: January 2020 - August 15t, 2020
Phase II
1. Assemble a sponsorship advisory leadership volunteer group to provide local feedback
and serve as door -openers for certain individual prospects
2. Prioritize the prospect list based on:
• Prospects past history and connection to the Parks and Recreation activities.
o This activity would be done by interviewing staff and leaders of the community
sports and recreation clubs and associations.
• Assess the prospects nature of businesses as to their most likely sales match with
recreation facility user groups.
o This would be accomplished by Interviewing leaders of business associations
• Once calls on individual business owners begin, referral prospects will be
recommended by the prospects themselves.
3. Consider a mass mailing to the business community.
4. Arrange speaking opportunities to business -oriented community groups.
5. Conduct facility tours.
6. Initiate a process of making individual calls on prospects.
• Rarely is a sale made on a first call (one-on-one visit). Multiple calls on each
successful sale take an average of three calls for smaller amounts, to over seven calls
for the larger sales such as facility naming.
7. Consider additional methods as one discovers other opportunities as the campaign
proceeds.
8. Projected Duration: August 2, 2020 - December 31St, 2021
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CONSULTING EXPERIENCE:
Developing Sponsorship Programs with Park and Recreation Programs
I. Choice Health & Fitness Center
Grand Forks Park District — Grand Forks, ND
A capital campaign was implemented to build a state -of -art 160,000 sq. ft. fitness center
that opened in 2012. The capital campaign was the largest Park and Recreation capital
campaign by triple of its nature in the state of North Dakota. Sponsorship packages
were developed as a major component of the campaign.
The project has been recognized by several national organizations in the park and
recreation and fitness fields because of its unique success. The consultant has provided
two presentations to the national conventions of the Recreation and Park Association
and one to the Athletic Business Association. Several articles have been published on
the project in magazines of national and international distribution such as the
Recreation Management Association, attached as Appendix A.
Return on Investment: 24.5%
$183,203 Spent
$229,000 Raised through Sponsorship Program
2. MAZA Arena
Minot Park District - Minot, ND
The MAZA arena was first build in 2000 as a two -rink ice facility. The consultant was
contracted in 2012 to raise the capital funds to build a third rink which also contained
seating for 2000 spectators. The campaign was successful and the facility is in its third
year of operation. It has surpassed all projected goals.
As part of the sponsorship program, seven giving club levels were created and 34 facility
naming opportunities were offered, attached as Appendix B.
Return on Investment:
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3. Park River Baseball Complex
Park River Parks & Recreation Dept. — Park River, MN
Near completion is a campaign where naming opportunities were offered in the
state-of-the-art four diamond baseball complex. The community population is roughly
1,400 residents and we have raised $1,800,000 to date with 19 facility areas offered for
naming rights.
Return on Investment: 33.3%
$16,000 Spent (coupled with volunteers)
$550,000 Raised through Sponsorship Program
Consultant Statement of Background: See attached Appendix C
Ron Merritt, Exec. Director
Minot (ND) Park District
ronrpz@srt.com
701-857-4136
REFERENCES
Jesse Irvine, Exec. Director
Park River Park District
jesse.prparks@gmail.com
701-284-6005
Scott Nicholson
BREC Board Chair and
VP of Bremer Bank
Breckenridge, MN
ssgnicholson@bremer.com
218-361-2760
SUB -CONSULTANTS AND ASSOCIATES
SMART Marketing + Media K. Mercil Creative Joyce Julius and Associates
Grand Forks, ND Alexandria, MN Ann Arbor, MI
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1. Professional Fees PROFESSIONAL FEES AND EXPENSES
Phase I: $48,000
Payment Schedule:
$20,000 upon signing
$15,000 by April 1, 2020
$13,000 by August 1, 2020
Phase II: $25,500 flat fee, plus commission
Flat Fee Payment Schedule: $1,500 Monthly, over 17 months during Phase II
Commission of gross contract per sponsorship, based on the following level of sales:
0 8% Commission: $50,000 - $100,000 in sales
0 5% Commission: $100,001- $999,999 in sales
0 2% Commission: $1,000,000+ in sales
Payment Schedule: Commission paid upon signing of the sponsorship contract
2. Expenses
Phase[
Production of Solicitation Materials: $12,000
o Payment Schedule: Reimbursement as consultant submits receipts of
materials/items produced to Elk River designated official.
Travel Expenses: $10,000
o Covers: Mileage, Lodging, Meals, etc.
o Payment Schedule: Reimbursement as consultant submits travel voucher of
trips to Elk River designated official.
Phase II
Solicitation Activities: $3,000
o Covers: Appeal Tasks, Sales Hospitality, and Sponsorship Appreciation
o Payment Schedule: Reimbursement as consultant submits solicitation receipts
Travel Expenses: $10,000
o Covers: Mileage, Lodging, Meals, etc.
o Payment Schedule: Reimbursement as consultant submits travel voucher of
trips to Elk River designated official.
NOTE: See detailed breakout of expense explanation in Appendix D
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TERMS
At any time during the contracted term of services, if either Staley Consulting or the Elk River
City Council wishes to halt the services of the Consultant, they may do so. Consulting services
will end the agreed date and all consulting fees will be brought up to that agreed date.
Financial commitments for City of Elk River will no longer be in effect after the agreed date
halted from there on.
DOCUMENTS INCLUDED:
APPENDIX A: Choice Health & Fitness Project
APPENDIX B: MAZA Arena Project
APPENDIX C: Consultant Background
APPENDIX D: Expense Detailed
Appendix A
MANAGEMENT
IDEAS AND SOLUTIONS FOR RECREATION, SPORTS AND FITNESS FACILITIES
Choice Health & Fitness Center
Grand Forks, North Dakota
I
EAPC ARCHITECTS ENGINEERS AND OHLSON LAVOIE COLLABORATIVE
Size: 164,000 square feet
Project Cost: $23.4 million
Quick Tour:
2-court gymnasium
• Open fitness and free weight areas
• 4 group exercise/multipurpose rooms
• 3 racquetball courts
• Indoor leisure pool with zero -depth entry, waterslides, play structures, lazy river
• Indoor 3-lane lap/exercise pool
• Kids Zone childcare and activity area
• Men's, women's and assisted changing/locker rooms
• 6 indoor tennis courts with observation mezzanine
• Deli/cafA
• Retail shop
• Party rooms
• 2 community meeting rooms with demonstration kitchen
• Elevated 1/7-mile walk/jog track
• Fitness assessment area
• Medical Suite for Altru Health Systems
• Truyu Medical and Day Spa
• USDA Human Nutrition Lab
After a feasibility study commissioned
by the Grand Forks Park District and Altru
PHOTOS COURTESY OF MARK SCHLANSER, EAPC
Health System, as well as a grassroots
fundraising effort to support a new health and fitness facility, the new $23.4 million Choice
Health & Fitness Center opened in September 2012.
The Forks Area Health & Wellness Committee (FAHWC) was created by volunteers and the
Park District staff not only to raise funds, but also to identify the community's health and
wellness needs. The original mission of the committee --to integrate fitness, medical and
behavioral health, nutrition, arts, recreation and research under one roof —has been realized in
a thoughtfully designed, 164,000-square-foot facility. The first new building of this type in Grand
Forks in many years, the intent was to appeal to a wide variety of people. The diversity of
stakeholders was expressed in the interior and exterior architecture, while still tying into the
surrounding context.
The site has two main access points. The goal was to create a strong visual anchor for the
neighborhood while honoring Grand Forks' agricultural history through architectural forms such
as pitched roofs, simple slopes, a combination of masonry, metal panels and glass on the
exterior and the use of earthy colors and warm tones on the interior. The glass wall of the
aquatic center creates a sense of anticipation at the entry, and the sweeping expanse of the
atrium spine welcomes members and visitors with exciting visual cues.
The large facility is broken up into smaller -scale, more pedestrian areas for a variety of uses. A
strong axial element cuts through the building's center and serves as an ordering device to
organize program spaces, infuse daylight deep within the building and serve as circulation and
wayfinding.
Unique partnerships helped build confidence for the project. For example, a partnership
between the park district and a nonprofit local YMCA developed a membership -sharing concept,
wherein those who join either Choice Health & Fitness or the Altru Family YMCA become
members of both. Altru Health System provides on -site medical services within 11,000 square
feet of leased space, including physical therapy, nutrition and diet services, sports medicine and
more. The USDA-ARS Grand Forks Human Nutrition Research Center also uses space within
the facility as part of a satellite laboratory.
The community's response has been staggering. To date, membership has jumped from 8
percent of the community to 19 percent, which equates to nearly 11,500 people using both
Choice Health & Fitness and the Altru Family YMCA, crushing initial membership projections for
2013.
Found on the web at:
http://recmanagement.com/feature print.php?fid=201305aw3b
"Never doubt that a small group of citizens can change the world. Indeed, it is the only thing that ever has.'
Margaret Mead
AVAILABLE NAMING OPPORTUNITIES
Naming Opportunity
Years to Pay
Amount of Gift
Opportunity Status
New "Bowl" Rink
3 to 10 years
$500,000
Reserved
Current Main Rink
3 to 5 years
$350,000
Available
Scoreboard
3 to 5 years
$150,000
Sleep Inn & Suites/Mainstay Suites
Sports Medicine Training
3 to 5 years
$150,000
Trinity Health
Ice Resurfacer
3 to 5 years
$150,000
Available
Mezzanine/Walkway
3 to 5 years
$125,000
Bremer Bank $50,000
Otto Bremer Foundation $75,000
Facility Concessions
3 to 5 years
$100,000
Tollefson's
Outdoor Rink
3 to 5 years
$100,000
Available
Road into Facility
3 to 5 years
$100,000
Available
MHS - Boys Team Room
3 to 5 years
$ 75,000
Scheels
MHS - Girls Team Room
3 to 5 years
$ 75,000
Ryan Motors GMC
MSU Locker Room
3 to 5 years
$ 75,000
Available
Minotauros Locker Room
3 to 5 years
$ 75,000
Available
Community Room
3 to 5 years
$ 50,000
Minot Area Community Foundation
Multipurpose Event Room #1
3 to 5 years
$ 50,000
Connole & Somerville
Multipurpose Event Room #2
3 to 5 years
$ 50,000
First Western Bank & Trust
Dryland Training Room
3 to 5 years
$ 50,000
Trinity Health
Youth Team Room 1
3 to 5 years
$ 50,000
Gaffney's
Youth Team Room 2
3 to 5 years
$ 50,000
Kirkhammer & Geinert Families
Youth Team Room 3
3 to 5 years
$ 50,000
Available
Youth Team Room 4
3 to 5 years
$ 50,000
Available
Girls Changing Room
3 to 5 years
$ 50,000
Available
"Bowl" Seating Section 1
3 to 5 years
$ 50,000
Dakota Bank
"Bowl" Seating Section 2
3 to 5 years
$ 50,000
First International Bank & Trust
Appendix C
1972
1974
1980
1984
1989 - 1996
1997 - 2013
2011
2011 - 2016
2013 - Present
Southern Illinois University I Bachelor of Science,
City Forester I Grand Forks Park District
Led Successful Approval of a Property Tax Referendum
University of North Dakota I Master of Arts in Public Administration
Lecturer I University of North Dakota
Department of Political Science and Public Administration
- Public Finance and Program Administration (2 sections),
- State and Local Government (3 sections),
- Public Administration
- American Government
Executive Director I Grand Forks Park District
- Arnold Palmer Signature Golf Course - Kings Walk
- Sertoma Japanese Garden - Authentic
- Choice Health Et Fitness
- ICON Sports Center Ice Arena
University of Nebraska I Certificate in Fund Raising Management
Board Member I Assoc. of Fund Raising Professionals, Northern Great Plains
Owner / Consultant I Staley Consulting
- MAZA Arena - Minot ND
- Watford City Athletic Fields - Philanthropic Planning Study
- Park River Community Complex
- Breckinridge, MN - BREC Community Center
Department of Political Science and Public Administration
- Public Finance and Program Administration (2 sections),
- State and Local Government (3 sections),
- Public Administration
2013 - 2019 Lecturer I University of North Dakota
- Entrepreneurship Through Philanthropy
(Graduate and Undergraduate)
- Facility and Event Planning (SPRT
Program)
- Nonprofit Organization Management
-- - American Government i
- Politics of Public Administration
2014 - 2016 Board President I Northland Community
Et Technical College Foundation
Appedix D
EXPLANATION OF EXPENSES
ELK RIVER SPONSORSHIP PROPOSAL
Phase I
1. Contractor
• 2 trips per month For the 7 month phase
° Trips: three work day, 2 nights 14
• Travel
° 593 miles RT $322.3 (@$.55/mile) $4,564
• Lodging
° Two night per trip @ $100.00/night $200.00/trip $2,800
• Meals
° $25.00/day 2 days $700
Sub Total $8,064
2. Associate
• 1 trips per month For the 7 month phase
° Trips: three work day, 1 nights 7
• Travel
° 216 miles RT (@$.55 mile) = $120.00/trip $840
• Lodging
° One night per trip @ $100.00/night $100.00/trip $700
• Meals
$25.00/day 1 day/trip $175
Sub Total $1,715
1. Contractor
• 1 trip per month For the 17 month phase
° Trips: three work days, 2 nights 17
• Travel
593 miles RT $322.3 (@$.55/mile) $5,542
• Lodging
° Two night per trip @ $100.00/night $200.00/trip $3,400
• Meals
$25.00/day 2 days $50.00/ trip $850
Sub Total $9,792
2. Associate
• 2 trips per month
Trips: two work day, 2 nights
• Travel
° 216 miles RT (@$.55/mile) $100.00/trip
• Lodging
° One night per trip @ $100.00/night/trip
• Meals
° $25.00/day 2 days
Sub Total
For the 17 month phase
34 trips
$4,080
$3,400
$1,700
$18,904
THE
SUPERLATIVE
GROUP
Superlati41
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The Superlative Group, Inc.
Sanford House
2843 Fronklin Boulevard
Cleveland, Ohio 44113
Phone: 216.592.9400
Kyle Canter, Chief Operating Officer
conter@superlotivegroup.com
www.superlotivegroup.com
.-
City of EII< River
RFP FOR NAMING RIGHTS CONSULTING PROPOSAL
Superlative
Mr. Michael Hecker
Parks and Recreation Director
City of Elk River
13065 Orono Parkway
Elk River, MN 55330
January 2, 2020
Dear Mr. Hecker,
It is with pleasure that we submit The Superlative Group's proposal for the City of Elk River's Naming Rights
Consulting Services Request for Proposal.
We believe that our core competencies and distinguished history in sponsorship development and Naming
Rights execution, on behalf of municipalities and other government agencies, make us uniquely qualified to
work with the City of Elk River on the development and implementation of a comprehensive Naming Rights and
sponsorship sales campaign.
We look forward to the opportunity to meet with you and other stakeholders to answer questions, discuss the
methodology our firm has developed and explain how we plan to leverage our expertise and experience to lead
the City of Elk River in this exciting opportunity.
Please do not hesitate to reach out with any additional questions.
Good Iugl�and good selling,
Myles/C. Vallac
Presklent X CE
The Superlative Group - 2843 Franklin Blvd. - Cleveland, Ohio 44113 - (216) 592-9400
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Introduction
THE SUPERLATIVE GROUP
Headquartered in Cleveland, OH, with satellite offices in Chicago, Las Vegas and Dublin,
Ireland, The Superlative Group is the foremost expert in the valuation and sale of
Naming Rights and corporate sponsorships for public and private sector clients.
Founded in 1994 by current President and CEO Myles Gallagher, Superlative is an
industry -leading team of sales executives, valuation analysts, attorneys and accountants
that manage the entire sponsorship marketing process from stakeholder engagement,
industry research and valuation to negotiating, closing and stewarding of partnerships.
Over the past 25 years, Superlative has delivered more than $2 billion in Naming Rights,
sponsorship and premium seating revenue for our clients.
OUR MISSION & VALUES
At Superlative, superior customer service has been woven into the fabric of our firm
since its inception. As a result, Superlative's culture and core beliefs are rooted in
exceeding our clients' expectations.
Our client focus is evident by the manner in which we organize and manage our projects:
• Understanding each client's needs, objectives and desires;
• Building a sponsorship marketing and sales plan that meets those goals;
• Drawing upon our extensive experience to optimize Naming Rights and
sponsorship inventory;
• Maximizing sponsorship revenues through captivating sales propositions and
long-term agreements;
• Supplying senior management and on -site staff to direct and execute each plan;
and
• Providing immediate feedback and ongoing reporting to each client as the
project progresses.
OUR APPROACH
The Naming Rights and sponsorship industry is continually changing because we are
changing it. Our approach challenges the outmoded belief that sponsorships are sold
primarily by intangibles. We use an impressions -based valuation methodology that
employs real -world values that can be later justified in a sales pitch. We speak the
language sponsors speak, plain and simple. Every day, our executives are challenged to
create innovative partnerships that will deliver optimum value to each client —whether
it's a property or a sponsor.
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EXPERIENCED SALES The Superlative Group has generated over $2 billion of additional
revenue for a range of clients in a variety of sectors. We identify and
PROFESSIONALS WITH A value sponsorship opportunities which will use existing assets to
TRACK RECORD OF generate revenue through Naming Rights and sponsorship
contracts. We have the experience to apply existing concepts to new
REVENUE GENERATION scenarios and successfully implement revenue.
Our team has worked with a large number of municipalities,
universities, park districts, transit agencies, city and county
IN-DEPTH KNOWLEDGE OF governments, convention and visitor bureaus, sports venues,
THE PUBLIC SECTOR convention centers and other municipal infrastructures to deliver
new and innovative mechanisms to introduce private sector finance
to projects.
FINANCIAL, LEGAL AND Our team includes in-house financial accountants, attorneys and
valuation specialists with direct experience of valuing and selling
VALUATION SPECIALISTS Naming Rights and corporate partnerships.
Our company has extensive knowledge of out -of -home media
KNOWLEDGE OF OUT -OF- pricing and relationships with senior executives in the industry. In
certain cases, bulletin billboard pricing can be a useful pricing
HOME MEDIA PRICING benchmark and we have the relationships to leverage this
information.
The Superlative Group understands that engaging signage
engineers at the outset is critical to success. Valuations must be
EXPERIENCE WORKING WITH based on the size and location of signage, both of which affect the
SIGNAGE ENGINEERS number of impressions and media valuation. The Superlative
methodology involves working collaboratively with signage experts
to deliver the most impactful sponsorship opportunities.
Successful delivery of this program will require coordination of the
required skills identified above, regular engagement with the City of
SUPERIOR PROJECT Elk River personnel, presentations at senior management meetings
as required and collation of findings into a comprehensive valuation
MANAGEMENT & DELIVERY document and sales strategy. The Superlative Group has direct and
recent experience of managing projects of similar size and scope to
the requirements of the City of Elk River.
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hL L iF� hL:-iiv E
Methodology
EXECUTIVE SUMMARY
Superlative's sales executives, accountants, analysts and attorneys engineered our
approach to sponsorship marketing to focus on maximizing revenue generation for our
clients while over -delivering value against each corporate partner's marketing
objectives. From start to finish, each facet of our process is guided by well-rounded
sponsorship professionals who have over 100 combined years of practical experience
valuing, selling and executing partnerships.
Our executives have successful track records working for both properties and sponsors,
spanning every sector from municipalities to the U.S. military to top -tier research
universities. This wealth of real -world experience informs our work on a daily basis and
ensures that our sponsorship strategy accounts for every possible dollar and capitalizes
on every marketable asset.
Our process is divided into two components: Phase I Valuation and Phase II Strategic
Sales. Based on preliminary conversations with the City of Elk River leadership, we have
identified the following objectives for the scope of work:
PHASE I; ASSET INVENTORY & VALUATION
During Phase I, our team of Valuation specialists identify and value all of the assets that
the City of Elk River has available to generate revenue. Our Valuation process includes
five key components:
1) Quantitative Analysis;
2) Qualitative Analysis;
3) Contract & Policy Analysis;
4) Industry Benchmarking; and
5) Prospect Identification.
Each component is briefly summarized in the following pages.
QUANTITATIVE ANALYSIS
Quantitative Benefits reflect the ability to effectively measure the return on investment
that the City of Elk River partners can expect to receive. These include the direct, or
tangible, benefits available to the partner. Quantitative Benefits typically form a
significant portion of fair market value because each item is quantifiable and guaranteed
to the partner.
Quantitative Benefits are separated into several categories including:
• Property Media Buys;
• Signage Benefits;
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• Print Marketing Collateral;
• Social and Digital Media Exposure; and
• Display Opportunities.
The first step in identifying quantitative value is by studying real -world media value in
the marketplace. This involves understanding the total number of possible impressions
available through each asset that reaches the target audience. We identify television,
signage, print, digital and social media exposure and then scale impressions for each
asset from "valued impressions" to "waste impressions," adjusting the media value
accordingly. Standard discount rates range between 10 and 75 percent depending on the
type and quality of exposure.
Quality of exposure is determined by:
• How prevalent the partner's ID (Name) is through the exposure period; and
• The impact of its placement with its intended audience.
Our specialists then use pre -impression, or rate -card, values to assign a price or value to
each benefit identified. CPMs used for this purpose are culled from local, regional and
national advertising rates depending on the scope of the opportunity. Typical CPMs can
range from $2.50 for online exposure to $15 for large format out -of -home digital signage.
They also represent the most accurate metric by which to determine exposure value for
any particular partnership asset.
Our quantitative analysis also includes an assessment of the value of engaging the target
audience and the quality of exposure received. Understanding the value of each
impression with respect to a specific demographic or target audience is an important
component. For example, a target student demographic of 18- to 21-year-old females may
be considered a "premium audience" by one partner, while another may be trying to
reach 35- to 54-year-old male alumni. Our valuation is adjusted accordingly for each
opportunity and asset.
The final aspect of our quantitative assessment is identifying the costs of engaging the
target audience and achieving high -quality exposure. This includes an assessment of the
cost of delivery (to the partner) and may include direct costs (installing a hard sign),
overhead costs (maintaining a media platform) or development costs.
QUALITATIVE ANALYSIS
Qualitative Benefits, or intangible benefits, enhance the value of a Naming Right and
typically fall outside traditional media platforms making them difficult to quantify.
Superlative classifies Qualitative Benefits into five distinct categories based on its
extensive experience selling, negotiating and auditing Naming Rights and corporate
sponsorships:
• Prestige of Property;
• Value of Audience;
• Opportunity to Activate;
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• Sponsor Protection; and
• Geographic Reach.
Functionally, Qualitative Benefits represent the premium value a Naming Right
demands over alternative marketing investments. By simplifying intangible benefits
into the above five categories, Superlative is able to effectively justify premium Naming
Rights value by focusing on the qualitative aspects of an opportunity that align with the
objectives of a corporate marketer.
CONTRACT & POLICY ANALYSIS
As part of its analysis, Superlative conducts a thorough contract review prior to
completing every Phase I report. The goal of this process is to establish a list of any
limitations, processes or existing policies that affect a contract. Then Superlative
develops a strategy to minimize the effects of those limitations and maximize all of the
identified opportunities through a logical priority assessment.
Not only are prices, fulfillment obligations and relative value for each party reviewed,
but also values against similar contracts with other entities. The value of Naming Rights
to the City of Elk River will be inhibited by any pre-existing contracts relating to
corporate sponsorships. A thorough understanding of the City of Elk River's existing
advertising contracts and commercial messaging policies will assess the impact that
existing agreements place on new partnership agreements.
The project team spends time early in the project reviewing all relevant statutes, signage
regulations and rules to ensure that the City of Elk River's marketing opportunities,
within context of established guidelines, are understood. Superlative remains in close
contact with the City of Elk River's legal and executive teams to ensure that the asset
database is being developed in a manner that is consistent with the City of Elk River's
existing policy regarding assets for marketing purposes.
INDUSTRY BENCHMARKING
Superlative maintains an extensive database of Naming Rights and sponsorship
agreements that is continuously updated and includes, but is not limited to, Naming
Rights and sponsorship contracts from municipalities, arenas, stadiums, theatres,
convention centers, universities, transit agencies and nonprofit organizations. Once our
Valuation specialists have developed the asset database and determined the Naming
Rights value for each opportunity and asset, a list of similar Naming Rights contracts,
including their terms, associated fees and other pertinent details, is compiled for each
asset. The goal of this process is to identify not only the fair market value of each Naming
Rights and sponsorship opportunity, but also the minimum (floor) and maximum
(ceiling) revenue garnered in the marketplace by similar organizations. Each Naming
Rights asset is presented in this manner in our final Phase I report.
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PROSPECT IDENTIFICATION
As a final step, Superlative draws upon its extensive background in partnership sales and
its proprietary database to outline prospective partners for each sponsorable
opportunity. This database includes both category identification and major corporate
partners within each category. In our experience, optimum revenue generation is
attained when there is a comprehensive understanding of:
• The inventory available; and
• How that inventory aligns with the needs of potential sponsors.
Superlative's experience in identifying and documenting marketing rights, combined
with our knowledge of (and relationships with) large corporations, will give the City of
Elk River the tools to ensure the maximum revenues are leveraged out of every
corporate partnership.
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PHASE II; STRATEGIC SALES CAMPAIGN DEVELOPMENT
Superlative's main priority is to generate maximum revenue for our clients. Upon
completion of Phase I, Superlative recommends immediately moving forward with a
strategic sales campaign, beginning with the client's most valuable opportunities (e.g.,
Naming Rights, Title/Presenting Sponsorship, etc.). Prioritizing assets in this manner
ensures optimum revenue generation by taking the largest asks to market first. To
ensure that coverage is comprehensive, Superlative uses a systematic approach to
contact marketing partners.
PROSPECTING
• Collaborate closely with the City of Elk River leadership and development teams
on recommendations they may have;
• Exhaust Superlative's contact database of thousands of corporate contacts, which
is continually updated;
• Identify and research prospective corporations through various subscribed
databases to match the marketing needs of corporations with the logical and most
valuable marketing assets of the City of Elk River;
• Promote sales campaign with a description of the City of Elk River's initiatives
through a myriad of resources;
• Create presentation material that will provide specific information for potential
investments and/or partnerships with the City of Elk River as part of the Naming
Rights program, including:
o Market/Demographic data;
o Measured media value;
o Value justification for unmeasured media;
o Naming Rights benefits and options;
o Options for renewal; and
o Financial investment.
NEGOTIATING AND COMPLETING AGREEMENTS
Superlative will assist in any way that is comfortable for the City of Elk River.
Superlative's executives can be the upfront negotiator or advise the City of Elk River
stakeholders, depending on your desire and needs.
PRESENT AGREEMENTS TO THE CITY OF ELK RIVER EXECUTIVES AND THE MEDIA
Superlative is well versed in the appropriate procedures for announcements to local and
national media outlets. Superlative will work with the City of Elk River to accurately
present a negotiated corporate partnership to the appropriate executives and media. It is
important that partnerships be communicated accurately, both financially and
politically, while being cognizant of objections and concerns.
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CONTRACT FULFILLMENT
Superlative will work with the City of Elk River to develop a system that accurately tracks
the status of newly developed corporate partnerships. Our experience shows that
contract fulfillment requires participation from development, legal and accounting
functions to ensure high -quality partner relationships.
MANAGE AND AUDIT ONGOING RIGHTS
Superlative establishes post -contract review mechanisms to ensure that all benefits
owed to the City of Elk River are captured and that the organization is meeting its
obligations under these contracts. Superlative is a strong advocate of audits, especially
when payments are performance based.
ACTIVATION AND AUDIT (TERM OF AGREEMENT)
After delivery of a campaign agreement, the project team will assist the City of Elk River
in the activation and compliance of each aspect of that agreement. Specifically,
Superlative will:
• Finalize agreement terms and conditions;
• Assist the City of Elk River with the first year of activation of each Naming Right;
• Assist in the development of payment schedules and compliance issues; and
• Provide other services as requested by the City of Elk River.
PROGRESS REPORTS
Superlative understands that effective communication with the client is a critical part of
successful project delivery. As part of our standard reporting procedure, we use template
reports to provide sales updates:
Following all meetings with target companies regarding any Naming Rights,
corporate sponsorship or revenue -potential opportunity;
On a monthly basis, to provide the City of Elk River an update on activity during
the period. We discuss these periodic sales update reports on a scheduled
conference call.
Reports are prepared in a template and serve as a record of discussion during sales
meetings and log the following project details. Generally, our progress reports include
the following information:
• Project timescales and sale priorities
• Status of progress of deliverables in Scope of Services
• Status of all activities, events and efforts
• Summary of meetings and presentations
• Summary of activity regarding market interest and feedback
• Summary of communications with potential sponsors
• Any deviations from project deliverables or schedule
• Plan of activities for next 30 days
The Superlative Group will agree to the format with the City of Elk River's project team
as part of our project initiation process.
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PROJECT TIMELINES
Superlative understands that every client situation in unique, and our sales and
marketing process allows for flexibility and customization depending on the City of Elk
River's specific needs. For our engagement, Superlative will complete the following
steps:
PHASE I VALUATION (3 - 4 months, immediately following contract execution)
WEEKS 1 - L-
• KICKOFF MEETING AND SITE VISITS. Site visits are undertaken as soon as possible to
view the assets being valued and kick-start the asset research process. Our
valuation team will compile a digital inventory of images and renderings that will
be referenced during the valuation process and used in development of
promotional materials for the sales implementation process.
Concurrent with our site visit, Superlative requests a kickoff meeting at the City
of Elk River's offices to introduce our team in person, identify project leads and
go over timelines and responsibilities. As testament to our commitment to
customer service, we'll come to you.
• GATHERING OF PRELIMINARY INFORMATION. Upon appointment as sales agents on any
new engagement, The Superlative Group carries out initial research to review
relevant documentation such as strategic plans, design briefs and project
renderings to gain an in-depth knowledge of the project and make an accelerated
start on our asset identification process.
Upon completion of our site visit, Superlative will send the City of Elk River staff a
detailed Information Request that identifies the key pieces of information that we
would like to review as part of our valuation process and present our initial
thoughts on the structure of the final report. We will schedule a follow-up call to
answer any questions pertaining to our request to facilitate and expedite the
information gathering process.
WEEKS 5 - 8
• RECEIPT AND REVIEW OF INITIAL INFORMATION, Superlative allows 2-3 weeks for receipt
of the bulk of information requested of the City of Elk River, although this process
will likely continue until the report is finalized, and potentially, throughout the
strategic sales process as Superlative obtains interest from potential sponsors. In
most cases, Superlative secures most of what it needs to begin building the City of
Elk River's asset database by Week 6.
DEVELOPMENT OF ASSET DATABASE. Concurrently, Superlative's valuation specialists
begin compiling the City of Elk River's assets and determining their quantitative
value based on local, regional and national media rates.
QUALITATIVE ASSESSMENT OF NAMING RIGHTS AND SPONSORSHIP ASSET VALUE. Our
valuation team conducts original research to ascertain the intangible value of the
City of Elk River's Naming Rights opportunities when compared to other, similar
properties, using annual reports, press releases and other relevant information
provided by the City of Elk River as well as Superlative's proprietary database of
Naming Rights contracts.
WEEKS 9 - 12
CONTRACT REVIEW. Once Superlative has determined the Naming Rights value for
the City of Elk River assets, packages are compared to existing City of Elk River
Naming Rights agreements. A database of potential challenges and limitations
that could potentially impact revenue generation is created, from both external
(e.g., signage restrictions) and internal (e.g., category restrictions like tobacco or
alcohol) processes.
• INDUSTRY BENCHMARKING AND PROSPECT IDENTIFICATION, Drawing upon its
proprietary database, Superlative builds a list of comparable Naming Rights
contracts relevant to each City of Elk River opportunity. This list is also used to
identify target sponsor entities along with input from the Superlative sales team.
• EXECUTIVE REVIEW. Superlative conducts an extensive internal review process
where senior leadership has an opportunity to weigh in on potential contract
value and overall program revenue potential, lending insight critical insight to the
project and ensuring that all potential revenue is accounted for.
• DELIVERY OF DRAFT PHASE I REPORT. Superlative allows 1-2 weeks for review by the
City of Elk River staff, followed by a conference call with Superlative's valuation
experts to walk through our findings together. Subsequently, any feedback is
incorporated and the document is finalized.
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PHASE II SALES (12 months, recommended minimum)
DEVELOPMENT OF SALES MATERIALS. Superlative's design team will begin developing
presentations, one -sheets and other sales materials using information obtained
through the Phase I Valuation process, including audience demographics,
proposed Naming Rights value and images obtained through site visits and the
City of Elk River.
• PIPELINE DEVELOPMENT. Superlative's sales executives will work with the City of Elk
River personnel to develop a database of sponsor contacts, to be reviewed and
agreed upon by the City of Elk River staff prior to Superlative making its first call.
MONTHLY REPORTING. Superlative's sales executives will coordinate a regular
conference call with the City of Elk River leadership to provide regular updates on
progress made to date. Additional calls may be requested on an ad hoc basis as
sponsor interest and pitch meetings are secured. Superlative will provide an
updated sales report the City of Elk River's review prior to the call.
NEGOTIATE AND COMPLETE NAMING RIGHTS AGREEMENTS. As noted above, Superlative's
valuation process determines not only the fair market value of each opportunity,
but also the range of contract value obtained by similar organizations from
corporate sponsors. With the City of Elk River's approval, Superlative will open
negotiations at the ceiling of this range, or higher, and secure partnerships within
the parameters of contract value provided, beginning with the City of Elk River's
most valuable assets first.
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TEE 'F IPEI I LF I . E -F -JIF
Project Team
MYLES GALLAGHER, President & CEO
Professional Qualifications: 28 years of Naming Rights and Sponsorship experience, 24
years as President and CEO of The Superlative Group
Educational Attainment: B.A., John Carroll University
Background: A sales and marketing leader with 28 years of experience in Sports
Marketing, Corporate Consulting, Entertainment Property representation and
Municipal Marketing, Gallagher opened his full -service agency, The Superlative Group,
Inc., in January 1994.
Before founding The Superlative Group, Gallagher played a key role in premium seating
and sponsorship sales with the Cleveland Indians during their transition from Cleveland
Municipal Stadium to Jacobs Field (now Progressive Field) in the early 90s.
Gallagher also served in IMG's Motorsports Division, responsible for driver
endorsements and team representation, as well as the sales and marketing of
Motorsports events, where he represented such brands as Eddie Cheever, Jackie
Stewart, and Emerson Fittipaldi and directed sales of the Marlboro Grand Prix and other
prestigious properties. Prior to IMG, Gallagher served as the youngest brand manager in
the tire industry at Dunlop Tire Corporation.
Gallagher pioneered the field of Municipal Marketing and has led the transition of
Naming Rights from a sports stadium niche to an integral part of public infrastructure
financing.
Myles Gallagher serves on the Cleveland State University Foundation Board of Directors
as well as the Board of Gerald H. Reed Center for International and Intercultural
Education at Kent State University. Gallagher supports Cristo Rey Jesuit High School in
Chicago, John Carroll University in Cleveland, and St. Edward High School in Lakewood,
Ohio.
KYLE CANTER, Chief Operating Officer
Professional Qualifications: 15 years of experience in sponsorship sales and consulting
Educational Attainment: B.A., Tiffin University
Background: As Chief Operating Officer of The Superlative Group, Canter is responsible
for all aspects of business development, client management, strategic planning, staffing,
financial forecasting and sales.
Canter has 15 years of experience in the Naming Rights and corporate sponsorship
analysis and sales arena. He's worked in the areas of municipal marketing, consulting,
auto racing, music, beach volleyball and figure skating. His experience with C-Level
executives at some of the world's most successful and recognizable brands including
M&M's, Wrigley's, Anheuser-Busch, Corona, Coca-Cola, PepsiCo, Harley-Davidson,
Nestle, The Home Depot, Cleveland Clinic, and Snickers provide him an intuitive
understanding of how executive teams value and analyze potential sponsorship and
marketing partnerships.
MATT SCHAEFER, J.D., M.B.A., Vice President of Client Services
Professional Qualifications: b years of experience in contract and sales management
Educational Attainment: M.B.A., Cleveland State University's Monte Ahuja; College of
Business; Juris Doctor, Cleveland State University's Marshall College of Law
Background: Schaefer brings extensive experience in sales, negotiations, and contract
services. He has advised clients through a variety of sales campaigns. Schaefer's legal
and business experience makes him an integral part of the client relationship, from
proposal, to contract execution, and all the way through activation.
As Superlative's Vice President of Client Services, Schaefer is in charge of developing
key relationships, presenting unique marketing campaigns and working closely with
corporations on their objectives.
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ANDREW SHESSLER, Vice President, Analytics, Research & Statistics
Professional Qualifications: 15 years of sponsorship evaluation and management
experience
Educational Attainment: B.S., Northwestern University; M.B.A., University of North
Carolina -Chapel Hill
Background: Andy Shessler brings 15 years of experience in managing and valuating
brand marketing and sponsorship portfolios for Fortune 500 clients, major events and
professional sports organizations. The experience includes valuations for the San
Francisco 49ers, Ford Motor Company and United Airlines.
Before joining The Superlative Group, Andy worked at Paragon Marketing Group. While
at Paragon, Andy was the main contact for major client partnerships including the PGA
Tour, Cleveland Indians, Cleveland Browns, Houston Texans, New York Red Bulls and
Houston Dynamo. Andy manages these relationships and campaigns from beginning to
end including program development, content creation, contract negotiation, on -site
event management and result analytics.
Andy has led successful valuation campaigns, finding the true value of partnerships foe
clients such as Honda Motors, Direct Energy, the Toronto International Film Festival
and many more. Previously, Shessler was a Senior Director for IEG Sponsorship &
Valuation Consulting.
PAT NIESER, Vice President, Corporate Partnerships & Development
Professional Qualifications: 15 years of experience in professional sports sponsorship
sales
Educational Attainment: B.S., Ohio University; M.B.A., Ohio University, M.S.A., Ohio
University
Background: Pat Nieser brings over 15 years of experience in the sponsorship sales world
with time spent in the NCAA, MLB, NBA, NFL and digital sports field. He has also
consulted, activated and valued marketing opportunities with the majority of his time
prior to Superlative spent selling corporate partnerships with the Cincinnati Bengals.
During his time in Cincinnati, Pat was involved in major projects such as a stadium -wide
Wi-Fi network installation. Since joining Superlative, he has been able to generate
several Naming Rights partnerships on behalf of our clients.
Nieser has enjoyed working with clients in the CPG, retail, automotive, healthcare, malt
beverage and technology industries. He received his Master of Sports Administration
from Ohio University and has enjoyed supporting the American Cancer Society,
University School and Ohio University through various volunteer and fundraising
initiatives.
ROSS KENNERLY, Vice President of Analytics, Valuation and Development
Professional Qualifications: 16 years of experience previously working for ESP
Properties, BeatNIK Marketing Group, Social Capital, Inc. and the University of Nevada,
Las Vegas
Educational Attainment: B.A., Alma College; Diplome de Langue Francaise, Alliance
Francaise Paris Ile-de-France
Background: Ross Kennerly brings 16 years of experience in corporate sponsorship
valuation, consulting, activation and sales on behalf of both rightsholders and buyers.
This includes four years of public sector property consulting with Superlative; more than
three years in nonprofit management, cause marketing consulting and university
preferred partner program development; three years as a creative consultant for some
of the world's most recognizable brands, including RJ Reynolds, Anheuser-Busch InBev,
Kraft Foods Group, Jockey and Newell -Rubbermaid; and five years as a sponsorship
valuation analyst at ESP Properties (formerly IEG). He is responsible for business
development, client management and all facets of the Superlative valuation process.
Before joining Superlative, Kennerly worked for the University of Nevada, Las Vegas as
the university's sponsorship director, where he was responsible for soliciting corporate
investment in Black Fire Innovation, the first public -private partnership between a
university and a private casino gaming corporation and the first gaming and hospitality
business incubator in the world. Kennerly also directed all corporate fundraising efforts
at UNLV, including the UNLV Foundation Annual Dinner; Alumni Association
sponsorship and affinity programs; philanthropic giving to individual colleges and
schools; and business partnerships through UNLV Purchasing and Contracts.
Additionally, Kennerly served as an advisor to the President's Cabinet to drive
development of UNLV's university -wide preferred partner program. In his first year with
UNLV, Kennerly raised over $7.5 million in current and future revenues for the
university, including multi -year agreements with Herff Jones, Emerald Island Casino,
Capgemini SE, Adobe, Panasonic, Salesforce, Nutanix, Intel, LG and more.
Also in the public sector, Kennerly previously consulted with Social Capital, Inc. to
provide nonprofit fundraising strategy, lead sales training and raise millions of dollars
through sponsorship sales as part of the development teams for more than 10
international nonprofits, including the American Society for the Prevention of Cruelty
to Animals, Disabled American Veterans, American Red Cross, Opportunity
International, National 4-H Council, Rotary International, the United Nations
Foundation, Best Friends Animal Society, Children's Miracle Network, Leukemia &
Lymphoma Society, Feeding America and National Park Foundation. In the private
sector, Kennerly helped launch the Margaritaville, Bud Light Platinum and Lime -a -Rita
brands for A-B InBev; developed a valuation methodology for television product
placement for NBC Universal; and secured primary sponsors for Michael Jordan
Motor sports' Aston Martin racing team.
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Over his career, Kennerly's client list has also included the Rock and Roll Hall of Fame
and Museum, Minnesota Twins, Walt Disney Corporation, DIAGEO, Grupo Modelo,
High Museum of Atlanta, Genting Malaysia, City of Chicago, Caesars Entertainment and
the U.S. Department of Defense, covering every industry vertical from emerging
segments like eSports to the American military industrial complex.
MATTHEW KORTE, Director, Corporate Partnerships
Professional Qualifications:11 years of experience in professional sports sales
Educational Attainment: B.A. Miami University
Background: Matt Korte brings over a decade of experience in sports sales and
leadership. As the Director of Sponsorship Sales for The Superlative Group, Matt is
responsible for all aspects of business development, client management, strategic
planning and sponsorship sales. His experience includes stops in Minor League
Baseball, the NCAA and most recently the Cleveland Cavaliers prior to joining The
Superlative Group. Through the years, Matt's focus has been on ticket sales leadership
and premium inventory sales; including suites, premium seating, sales training and
development. During his time with the Cavaliers Matt was instrumental in The Q
Transformation Project; spearheading multi -year agreements for new hospitality spaces
following a $150M+ renovation to Quicken Loans Arena.
Korte has enjoyed working with clients throughout numerous industry sectors,
including, but not limited to; Automotive, Construction, Financial Services and Higher
Education. He received his B.A. in Political Science from Miami University where he was
active within the Athletic Department and ISPAMG. In his free time, he enjoys spending
time with his wife, son and two German Shepherds.
JOSH LAW, Director, Analytics & Valuation
Professional Qualifications: b years of sales, marketing, and data analytics experience in
professional sports
Educational Attainment: B.S., M.B.A., M.S.A, Ohio University
Background: Josh Law brings a combination of sales, marketing, and data analytics
experience into his role as Manager of Analytics & Valuation. After having spent time in
ticket sales for the Cincinnati Bengals and Cleveland Indians, he moved into the
analytics side of sales and marketing with the Columbus Blue Jackets. He has also
worked on consulting projects for the National Football League, National
Hockey League, San Diego Padres, Phoenix Suns, and NBC Sports. He is a three -time
graduate of Ohio University, receiving his Bachelor's, MBA, and Master of
Sports Administration.
f
MARK SCHOPPE, Manager, Corporate Partnerships
Professional Qualifications: 8 years of experience in professional sports sales
Educational Attainment: B.A. St. Cloud State University
Background: Mark Schoppe brings over eight years of experience in professional sports
sales and management. As the Manager of Corporate Partnerships for The Superlative
Group, Mark is responsible for all aspects of business development, client management,
strategic planning and sponsorship sales. His experience includes stops in the American
Hockey League, the Cleveland Cavaliers and, most recently, the PGA Tour prior to
joining The Superlative Group.
Through the years, Mark's emphasis has been on ticket sales, sales leadership,
sponsorships and premium inventory sales including; suites, premium seating, sales
training and development. During his time with the Cavaliers, Mark was instrumental
in The Q Transformation Project; establishing multi -year agreements for new hospitality
spaces following a $150M+ renovation to newly opened Rocket Mortgage Fieldhouse. In
his time with the PGA Tour, Mark was influential in developing sales strategy, ticket
sales, hospitality sales, and partnership deals for a first -year tournament with the
Bridgestone SENIOR PLAYERS Championship.
Schoppe has relished working with clients throughout various industry sectors,
including, but not limited to; Automotive, Construction, Financial Services, Healthcare,
Manufacturing, and Higher Education. He received his B.A. in Sports Management from
St. Cloud State where he was a member of the St. Cloud State Football Team and worked
for their Campus Recreation Department in a leadership role. In his free time, he enjoys
spending time with his wife and dog, as well as watching and participating in sports.
We
Experience
Naming Rights, Sponsorship Asset
Inventory & Sales
The Superlative Group was selected in April 2015 to secure
Naming Rights and sponsorship partners for Minnesota United Football Club's
soccer stadium (National Sports Center), indoor multisport complex UFeloe
(Bielenberg Sports Complex) and the team kits. The project team completed a
full asset inventory and valuation on the Bielenberg Sports Complex prior to the sale of
Naming Rights and sponsorships. Superlative secured a 10-year, $3 million Naming
Rights agreement to the Beilenberg Sports Complex with HealthEast Care System.
20
Naming Rights Sales
SUMMARY OF SFRVIUS The Superlative Group was selected in June 0"—)
2015 to serve as the sole Naming Rights and sponsorship
consultant for the Rockford Park District's Sportscore Downtown i
and Sportscore II. The Rockford Park District is the third largest
park and recreation system in Illinois and its network includes
four sports complexes, five golf courses, four museums, two ice
arenas, an equestrian center and numerous recreational paths ROCKFORD
and public gardens. The project team secured University of PEIRK r]�STf�I T
Wisconsin Health as the Naming Rights partner to the Sportscore
Downtown at 10 years and $2.1 million as well as MercyRockford Health System on a 10-
year, $1.9 Naming Rights agreement to Sportscore I, Sportscore II and the Indoor Sports
Center.
a
Naming Rights Sales
SUMMARY OF SERVICES The Superlative Group served as the
exclusive Naming Rights Sales Consultant in 2012 to the St. Paul
Saints. The project included identification and valuation of
Naming Rights and Cornerstone Partnership opportunities for
the St. Paul Saints' new ballpark in downtown St. Paul, MN. Team
members completed a full Phase I Project Inventory and Valuation and delivered an asset
inventory report in less than 90 days. Following delivery of the report, Superlative
entered the Phase II Sales process and sold the Naming Rights in less than 3 months. An
agreement was reached with CHS, Inc. for $15 million over 13 years. This Naming Rights
agreement is the most lucrative Naming Rights agreement in the American Association
of Independent Professional Baseball.
22
ILE-JPEPL�JI'E F,_ IP -IT', _F ELF` PI,'EP,
Naming Rights & Pouring Rights
Consultation Services
SUMMARY OF SERVICES The Superlative Group was hired by the Meet
Minneapolis Convention & Visitors Association to seek out an
exclusive single -source soft drink sponsor to supply the
Minneapolis Convention Center with all its needs for beverage Minneapolis
vending machines, selling and distribution. Superlative Convention Center
provided Meet Minneapolis with advice and consultation
throughout the process of conducting negotiations with potential exclusive soda
vendors including coordinating meetings and conference calls, exchanging offers,
business terms and other duties deemed necessary by Meet Minneapolis. Superlative
secured a 10-year, $1 million pouring rights agreement with Pepsi and was subsequently
retained as the Naming Rights and sponsorship consultant to Meet Minneapolis.
23
THE SUPERLATIVE GROUP
f
wEhLny
City of
Naming Rights, Sponsorship Asset Inventory
Valuation & Sales
SUMMARY OF SERVICES The Superlative Group
was hired in January 2014 to conduct a valuation
of
of assets inside and outside the Sacramento SAC RA M E N TO
Community Theater that could benefit from
corporate partnerships and sponsorships. In April
2014, the valuation team delivered the completed asset inventory and valuation to the
City that identified the value of Theater Naming Rights and other key assets. The project
team was subsequently re -hired by the City in May 2017 to re -visit Naming Rights and
sponsorships for the Theater, Convention Center and Memorial Auditorium. The
project team has completed a comprehensive report outlining key findings including
top -tier partnerships and/or donor categories and key prospects for Naming Rights
outreach. Most recently, the sales team is just finalized a 25-year, *23 million Naming
Rights deal with Safe Credit Union for the Theater and Convention Center.
Naming Rights, Pouring Rights, Sponsorship
Asset Inventory & Valuation
SUMMARY OF SERVICES The Superlative Group was hired
by SMG, South Towne Exposition Center and Salt
Palace Convention Center to value the assets and — --��
develop a marketing plan to sell Naming Rights to the SOUTH TOWN E
convention centers. Within a few months, Superlative n ' " ' ^ _T ` T1
delivered a comprehensive asset inventory and valuation for Naming Rights to the
centers as well as exhibition halls and pre -function areas. The project team also provided
opportunities for category sponsorships throughout the facility. Superlative has secured
a 10-year, $1.59 million pouring rights agreement with Coca-Cola and secured Mountain
America Credit Union as the Naming Rights partner to the South Towne Exposition
Center at $4 million over 10 years.
25
-I1�, F EI V FIJ'EF FF -F '-L
Naming Rights, Sponsorship Asset Inventory &
Valuation
SUMMARY OF SERVICES The Superlative Group was hired as the exclusive % 03. c1Uk
Naming Rights consultant for the Cleveland Convention Center and
Global Center for Health Innovation. The project team delivered a �F
complete asset inventory and valuation. This included
- Noc
recommendation for the best approach to maximizing revenues,
project asset prioritization, innovative ways to package assets for
potential partners and determining a fair market value for Naming
Rights to the Cleveland Convention Center and Global Center for Health
Innovation. Superlative announced an agreement between the Cleveland Convention
Center and FirstMerit Bank (now Huntington Bank) for Naming Rights, making the
convention center the "FirstMerit Convention Center of Cleveland" (now "Huntington
Convention Center of Cleveland"). The agreement is worth *10 million over 20 years.
W.
L 1 11 LI'° I I I I I I =L'L --�L
Sponsorship Asset Inventory Valuation &
Sales
SUMMARY OF SERVICES Superlative was hired as the exclusive agent
to serve the City and County of Denver for its sponsorship sales
and management services. Prior to the sales phase, Superlative
created in-depth sponsorship valuation for the Denver Coliseum,
Denver International Airport, Denver Performing Arts Complex,
Red Rocks Amphitheatre and Denver Public Library. Valuation D E N V E R
deliverables included valuing currents sponsorship assets and
THE MILE HIGH CITY
the potential for new assets as well as Naming Rights potential for
the Denver Performing Arts Complex, Denver Coliseum and Denver Convention Center.
The project team handles all sponsorship activation and sales for Denver Arts & Venues.
As the sole agency handling sponsorship for the venue, we handle the scheduling of all
onsite activation, fulfillment of all assets as well as all year-end recaps. We also handle
the sponsorship of DAV events, such as Yoga on the Rocks, the Five Points Jazz Festival,
Film on the Rocks and Fitness on the Rocks. Some of the sponsorship agreements
Superlative has secured include:
• 3-year agreement with Brown -Forman for nearly $300,000
• 2-year agreement with Southwest Airlines for $240,000
• 3-year agreement with Miller -Coors for $1.1 million
• 5-year agreement with Pepsi for $1.3 million
• 2-year agreement with Jeep for $330,000
• 3-year agreement with Treasury Wine Estates for $204,000
• 3-year agreement with Red Bull for $180,000
• 2-year agreement with Conoco for $300,000
27
Naming Rights & Sponsorship Sales
,;!imm,l�pv nr QG:rwirrc Superlative was hired to provide
fundraising consulting services for the City's Spectator C' ' f €
Facility, the new home of the Ontario Hockey Leagues St. ktv-, �I � J
Niagara IceDogs. The project team secured a 25-year, $5.26
million Naming Rights agreement with Meridian Credit Union, making it the most
lucrative Naming Rights agreement in the Ontario Hockey League. Superlative also sold
the 25 luxury suites in only two weeks, generating an additional $2.6 million in
contractually obligated revenue. Superlative then secured over $2 million in club seats
sales and an additional $2.5 million in sponsorship sales. Sponsorship sales included:
• 10-year agreement with Canadian Automobile Association for *400,000
• 10-year agreement with Coca-Cola for *750,000 (this is a citywide pouring rights
agreement)
• 10-year agreement with Molson for $500,000
• 10-year agreement with Casino Niagara for *300,000
W
Naming Rights, Sponsorship Asset Inventory
Valuation & Sales
The City of Palmdale hired The Superlative ,
Group to serve as its exclusive sales and management agency to �41(L
provide sponsorship sales and management services for City J �,
programs, events and facilities. Opportunities include on -site
promotions, product sales, special events, sampling and more. The
project team delivered a Phase I report, which identified and valued 147"ca ca'�
their current sponsorship assets, as well as identified potential new
sponsorship assets to market and ultimately sell Naming Rights and sponsorships. Once
the valuation was completed, the team moved into Phase II and immediately procured a
City-wide Pouring Rights partnership totaling over *300,000. In addition to the Pouring
Rights agreement, the team also secured a Title Sponsorship totaling *275,000 for the
City's new Fitness Court currently under construction at the Pelona Vista Park.
WE
E F i-G i E -'G 'ITY JF ELK RIVER FF_i
Sponsorship Asset Inventory Valuation
& Sales
SUMMARY OF SERVICES The Superlative Group was recently
retained by Collier County to complete an Assessment and
Valuation of Collier County Assets, including the new Co Ter County
Amateur Sports Complex that is set to open in summer of
2019. In addition to an asset inventory and valuation,
Superlative is set to deliver a strategy for marketing assets, which shall include a detailed
plan to maximize sponsorship potential for the County.
30
TEE =-PEI E-II'E �F=JP �ITY JF ELK RIvEF EE=P -�E
Naming Rights, Pouring Rights, Sponsorship
Asset Inventory & Valuation
SUMMARY OF SERVICES The Superlative Group has engaged hamilton
with Hamilton County Sports Authority for sponsorship and county
naming rights valuation services to assist the county's Sports 19
municipalities. The project includes a comprehensive authority
review of the Grand Park multi -purpose sports complex, auy
Pacers Athletic Center, the Fuel Tank ice arena, and other city parks and recreation
programs. The sales team is now taking Naming Rights, pouring rights and other
sponsorship opportunities to market.
31
Naming Rights, Sponsorship Asset
Inventory & Valuation
SUMMARY OF SERVICE The Superlative Group was recently
hired by Placer Valley Tourism for detailed asset valuation PLACER VALLEY
to be followed by sponsorship and Naming Rights sales of
their assets. Placer Valley is currently redeveloping the Cvfirornlu's Sports Oestinvfivrt
county fairgrounds to include a new sports complex and other highly visible attractions.
32
TITS IF ELK RIVER PR'JP_iSAL
Naming Rights, Sponsorship Asset
Inventory & Valuation
SUMMARY OF SERVICES The Superlative Group was recently hired by
Glenview Park District, located in Glenview, Illinois, to serve as the
exclusive naming rights and sponsorship represevative. Superlative
will identify and value of the assets that the Glenview Ice Cetner has
available to generate revenue. Once the Phase I valuation report has
been delivered, the project team will move into Phase II.
33
1- 1 J ' E- I E -E=JE
Sponsorship Asset Inventory &
Valuation
SUMMARY OF SERVICES The Superlative Group was recently retained pF
by the City of Irvine to complete an Assessment and Valuation of A. fit
Amenities and Facilities at the Orange County Great Park. The City of
Irvine, located in Orange County, California, has a population of nearly °
224,000, and covers 65 square miles. The Orange County Great Park on
a section of the former Marine Corps Air Station El Toro, continues its
evolution across approximately 1,300 acres as it attracts visitors to its
ongoing amenities. The city -owned Great Park is an arts and sports recreational hub with
688 acres of parkland currently under development. Within that acreage is the
development of a 194-acre Sports Complex.
34
TITS IF ELK RIVER PR'JP_iSAL
Sponsorship Asset Inventory &
Valuation
SUMMARY OF SERVICES The Superlative Group was retained tc
inventory all of the assets of the Chicago Park District that would
be marketable to sponsors. This included CPD events, programs
and tangible assets. Superlative ranked each asset with a priority
on the most valuable items. The top down approach allowed the
project team to generate a significant amount of revenue for the
client. Superlative successfully closed sponsorships with Kraft
Foods' Tombstone Pizza brand for CPD's Halloween event, the
Haunted Sanitarium, MTD Products as the "official lawn ca
equipment" sponsor of CPD and Bally Total Fitness for indoor and outdoor fitness events.
35
_II` __F ELh FIEF FF'_P_' -.L
Naming Rights, Sponsorship Asset
Inventory & Valuation
SUMMARY OF SERVICES The Superlative Group was
selected by the Fox Valley District, the largest park district Fox Valleyin Illinois, in March 2017 to value specific commercially
marketable assets and assist in identifying advertising and Park [district
partnership opportunities within the market. Major park 'l
district assets include the Eola and Prisco Community �tiJke,e I
Centers and Vaughan Athletic Center, but additional assets
include parks, trails, shelters, playgrounds, athletics fields and courts. The project team
completed the Phase 1 valuation, and with Park District approval, moved into the Phase 2
sales cycle. Within the first 12 months of our sales engagement, the sales team secured
a 10-year pouring rights agreement for the Park District totaling more than $250,000 and
is currently working through the contract negotiations of an exclusive Healthcare
partner for park district facilities.
36
Sponsorship Asset Inventory &
Valuation
SUMMARY OF SERVICES The Northbrook Park District (Illinois)
engaged The Superlative Group to conduct an asset inventory and
valuation for a wide variety of district properties. Assets included a
new Activity Center, Ice Rinks, Golf Courses, Aquatic Centers, and a
Velodrome, among others. Negotiations are currently underway to
begin a Phase II sales campaign for the Naming Rights to select
facilities.
37
Sponsorship Asset Inventory &
Valuation
The Superlative Group was hired by the d% 0n#
Oswegoland Park District (Illinois) to conduct an Asset Inventory -S'OSWEGOLAND
and Valuation assessment to determine the fair market value of its SPA a K D i s T R i CT
Parks and Recreation facilities, events, and programs. The Phase I Valuation project has
been completed.
Sponsorship Asset Inventory &
Valuation
SUMMARY OF SERVICES The South Dakota health system hired
Superlative to value and consult on the development of a Naming
Rights agreement with the City of Watertown for its new
recreation and wellness center. The project team developed a fair
market valuation analysis for the asset and assessed the impact on
the health system should a competitor own the Naming Rights.
JJ PRAIRIE LAKES
Healthcare System
J
39
1 E'E - I E=G- 11
References
Scott Bush (Former Sr. VP of Corporate Partnerships, St. Paul Saints)
Chief Executive Officer
Society for American Baseball Research
602-496-1461
sbush G sabnorg
K.C. DeBoer
CEO
Prairie Lakes Healthcare System
605-882-7684
KC.DeBoer aprairielakes.com
Lori Berkes-Nelson
Foundation Director
Rockford Park District
815-987-1675
LoriBerkes-Nelsonarockfordparkdistrict.org
David Oakes
Deputy Chief Administrative Officer
City of St. Catharines
905-688-5600
doakes@)stcatharines.ca
Karen Meyer
Sponsorship Manager
Glenview Park District
847-657-3215
Karen. Meyer (a glenviewparks.org
Michael Rainville
Partnership Marketing Manager
Meet Minneapolis
612-767-8074
mikeraminneapolis.org
Sean Callahan
Executive Director of Corporate Business Operations
Collier County, Florida
Naples, FL 34104
239-252-2402
sean.callahanacolliercountyfl.gov
Professional Fees
PHASE I; ASSET DATABASE DEVELOPMENT AND VALUATION
• Total Proposed Fee (not to exceed): $40,000 fee
• Total Itemized Expenses: $5,000
PHASE II; STRATEGIC SALES CAMPAIGN DEVELOPMENT
OPTION 1
• Total Proposed Fee: $5,000/month retainer plus 20% commission on all sales
• Total Itemized Expenses: $10,000
OPTION 2
• Total Proposed Fee: $7,500/month retainer plus 15% commission on all sales
• Total Itemized Expenses: $10,000
Submitted by:
Kyle Canter
Chief Operating Officer
The Superlative Group, Inc.
Date:1/2/2020
Phase I
Phase I Itemized*
Professional Fees Naming Rights
$48,000
$221000
$24,000
Not provided
$40,000
$5,000
Phase II $25,000 (17months) $3,000/month plus Option 1
lat fee plus 10% commission $5,000/month
ommission Total not to exceed (Retainer)plus 20%
8% 50,-$100,000 $135,000 commission
Phase II Itemized*
5% $1001-$999
1
$41,69
MM
*Itemized Expenses include travel, meals, printing and production costs
12 month minimum
Option 2
$7,500/month
(Retainer) plus 15%
commission
2-month minimum
$101000
Portner, Cal
From:
Westgaard, Matt
Sent:
Monday, January 20, 2020 7:30 PM
To:
Portner, Cal
Subject:
RE: 52339A18
Cal,
Could you please forward my comments for Tuesdays meeting on to the rest of the Council for their consideration
during Tuesday evenings discussions.
8.1: Naming Rights: As previously stated, I think the council should consider engaging one of these consultants to
develop the framework for securing opportunities for not only naming rights but all options of advertising etc. I don't
believe we have staff that is experienced with this type of promotion nor has the time to dedicate to developing and
maximizing our opportunity here. We have an opportunity to secure some funding for this facility to offset the expense
of operating. All three firms show specific experience with like and kind facilities. After review of the attached
proposals my instinct would be to lean favorably toward the Front Burner Sports Group based on their team, experience
and fee structure.
9.1: Park Dedication Fees: I believe our PD fee schedule is well substantiated in structure as to how we determined the
rates for each tier. I don't believe we should or are compelled to provide any concessions. The only area I feel we could
provide some relief would be on the High Density rate after a certain threshold was achieved or on a graduated scale or
a cap after a certain dollar amount. To be more specific; The impact of a 40-unit complex is vastly different than the fee
impact of a 300-unit complex. It's a drastically different dollar amount and can understand how it becomes significant
for a developer.
9.2: Religious uses in the FAST area: Based on my own contemplation without your dialogue, I am not in favor of
allowing them in the district. We made an exception several years ago for an educational use that has proven to be
more challenging than ever imagined and would strongly oppose allowing it again unless there was further dialogue and
discussion with Staff, Planning and Existing Businesses.
I hope this is helpful input for your discussion, and again my apologies for the scheduling error on my behalf and not
being able to attend.
Sincerely,
Matt
Rights RF P
Three Proposals Received
■ Staley Consulting
■ Front Burner Sports
■ The Superlative Group
Staley Consulting
Pros:
isor
rience
Lowest commission rates
Staley Consulting
Cons:
■ North Dakota based
■ Few details on staff team
■ Most expensive Phase I
• Most expensive itemized expenses
■ City does legal/contract work?
Front Burner Sports
Pros:
■ Sponsorship experience with MN teams/venues
■ Owner has sports sponsorship sales experience
■ Local (Victoria, MN)
■ Second lowest commission (10%)
Front Burner Sports
Cons:
Late 2016 company start
Unclear how Front Burner Sports and Rinkside
Advertising work together
One man show?
■ Itemized expenses not provided
■ Example projects too new or not applicable
The Superlative Group
Pros:
■ 24-years experience
■ MN connection to past projects including Woodbury
■ Large team to work on project
■ Experienced, detailed and thorough
• Will do contract work and negotiations
■ Four references highly recommended
■ Itemized expenses listed
The Superlative Group
Cons:
trip? to Elk River
higher commission
company
Professional Fees Naming Rights
Front Burner
Phase I $4800 $24,000
Phase I Itemized* $22,000 Not provided
$25,000 (17month
Flat fee plus
commission
8% 50,-$100,000
5% $100,-$999
$1 M +
$31000/month plug
10% commission
Total not to exceed
$13 5,000
Phase II Itemized* $41,696 -wr Not provided
*Itemized Expenses include travel, meals, printing and production costs
$40)000
$ 5,000
)ption 1
5,000/month
E.etainer)plus 20%
ommission
2 month minimum
)ption 2
7,500/month
E.etainer) plus 15%
ommission
2 month minimum
10io,000
Action Requested
n, the proposal from the Superlative
ity of Elk River's Naming Rights
ces RFP
■ Reject, by motion all proposals for the City of Elk
River's Naming Rights Consulting Services RFP
■ Select other consultant who submitted RFP