7.1 PRSR 07-12-2023
The Elk River Vision
A welcoming community with revolutionary and spirited resourcefulness, exceptional
service, and community engagement that encourages and inspires prosperity. Updated: January 2023
Request for Action
To
Parks and Recreation Commission
Item Number
7.1
Agenda Section
Discussion
Meeting Date
July 12, 2023
Prepared by
Michael Hecker, Parks and Recreation Manager
Item Description
Plants and Things Athletic Complex Proposal
Reviewed by
Joe Stremcha, Assistant City Administrator
Reviewed by
Action Requested
Discussion of a proposal to rebrand the Youth Athletic Complex (YAC) to Plants and Things Athletic Complex.
Background/Discussion
Staff shared with the Parks and Recreation Commission via email on June 21, 2023, a draft proposal to rebrand
YAC to Plants and Things Athletic Complex.
We have a verbal agreement from Steve Hickman to rename YAC and sponsor the athletic complex. Key points of
the draft agreement include the following:
$35,000 per year – 7-year contract
Naming rights to the Complex
Prominent branding and designated show floor/concrete patio space
Various complex upgrades related to signage
Opportunities to engage with our community through special events
50/50 cost share for highway/road signage agreeable by both parties
Staff has determined the initial request to rename YAC follows the city’s naming policy criteria.
Financial Impact
The cost to change signage.
Mission/Policy/Goal
Opportunity to live, work and play
Attachments
Plants and Things Athletic Complex Proposal Draft (sent via email)
Parks and Facilities Naming Policy
1
June 16, 2023
Steve Hickman
Plants and Things USA
15612 Jarvis St NW
Elk River, MN 55330
Dear Mr. Hickman:
This proposal is for consideration of rebranding the Youth Athletic Complex and partnering with Plants
and Things USA and renaming the site “Plants and Things Athletic Complex”. The City of Elk River is
committed to providing opportunities for users to develop their skills and build character through sports.
The complex will serve as a hub for athletics that will feature state-of-the-art facilities, consisting of 6
baseball/softball fields, football, soccer, lacrosse fields, batting cages, park shelter, picnic area,
concessions, playground, and trails. The complex will host a variety of tournaments and events
throughout the year, attracting tens of thousands of visitors from across the region. Currently, the City of
Elk River is finalizing a 10-year master plan to further enhance and develop the site as a regional hub for
outdoor recreation. The plan for future development will include additional baseball/softball fields,
rectangular grass fields for other sports/events, and other complex upgrades.
Visitor Information:
Furniture and Things Community Event Center
• 2022 – 630,500 visits/119,700 visitors
• 2023 (through June 11) – 336,000 visits/90,000 visitors
Youth Athletic Complex – April-October:
• 2022 – 100,200 visits/44,900 visitors
• 2023 (April-June 11) – 47,100/23,700
Combined:
• 2022 – 730,700 visits/164,600 visitors
• 2023 (through June 11) – 383,100 visits/113,700
2
Why Partner:
This is a unique opportunity to have premium advertising space for growing the Plants and Things USA
brand and drive business sales in a positive direction. The success of the Furniture and Things
Community Event Center has measurable impacts that will extend to this athletic complex naming
partner and replicate those results.
Location:
“Plants and Things USA” and the Youth Athletic Complex are both strategically positioned for long-
term success. This is a great opportunity to drive a new wave of customers to both your businesses with
Plants and Things USA and Furniture and Things, Inc. being in such close proximity to a regional hub
for recreation activities.
Product:
Product sold at Plants and Things USA will fit in perfectly with an outdoor athletic complex. This is a
great opportunity to have your target audience see and experience your outdoor products. Our athletic
complex will provide new opportunities to develop marketing strategies to grow your business.
Growth Potential:
You will be setting up your business for future success by investing in a core community asset at an early
stage. The city will continue to invest in the athletic complex and expand our tournament capacity. This
will continue to provide opportunities to market your products to a growing trend of visitors. Furniture
and Things is a strong partner in our community already and this naming rights opportunity for Plants
and Things USA will only bolster those established community roots. This opportunity will give
Furniture and Things, along with Plants and Things USA, the chance to be the naming right partners to
the two most high-traffic locations in Elk River. That scenario is great for growth potential and business
success, as well as being a main contributor to the future growth of Elk River. By working together, we
can leverage our respective strengths and resources to create new programs, initiatives, and solutions that
benefit the community.
Proposed Contract: $35,000 per year – 7-year contract
In return for your support, we offer a range of benefits to ensure that your organization receives
maximum value from this partnership. These benefits may include:
• Naming rights to the complex – “Plants and Things Athletic Complex”
• Prominent branding and designated show floor/concrete patio space
• Sponsor and Championship field rights
• Recognition in marketing and promotional materials
• Various complex upgrades
• Opportunities to engage with our community through special events and activities
• Market and promote your products to the community
• 50/50 cost share for highway/road signage agreeable by both parties
13065 Orono Parkway
Elk River, MN 55330
763.635.1000
ElkRiverMN.gov 3
Conclusion:
We welcome other ideas that your organization may have to market your products and we are excited
about the potential of this partnership. We know that it will be mutually beneficial for both our
organizations. Thank you for your continued support of the community of Elk River and for the
consideration of this new partnership opportunity.
Sincerely,
Billy Hunter
Assistant Facility Supervisor
763.635.1143
13065 Orono Parkway
Elk River, MN 55330
763.635.1000
Parks and Facilities Naming
Policy Manual
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Parks and Facilities Naming Policy
Purpose:
The purpose of this policy is to establish a systematic and consistent approach for the official
naming of parks and recreation assets and facilities.
Objectives
Ensure parks, recreational areas, and facilities are easily identified & located.
Ensure given names to parks, recreational area and facilities are consistent with the values
and character of the area or neighborhood served.
Encourage public participation in the naming, renaming and dedication of parks, recreation
areas and facilities.
Encourage the dedication of lands, facilities, donations, or sponsorship agreements by
individuals and/or groups.
Definition
Parks, recreation assets and facilities – includes all property assets under the city’s ownership and the
Parks and Recreation Department control including buildings, structures, open spaces, public parks,
natural areas, wetlands, environmental habitat, and land.
Naming Criteria
Priorities to be considered in naming all city facilities, including parks and recreation facilities (in
order of importance) shall be as follows:
Historic Names
Names of historic events, groups, organizations, or persons at the local, regional, or national
level of major significance with special consideration given to Elk River’s own history.
Places and Feature Names
Recognizable area or neighborhood. Names that aid in locating a facility are acceptable.
If the facility is located on a park or school site, the facility need not share the name of the
park or school site.
Assumed Names. Assumed names should be used only if the area has been known by that
assumed name for an extended period. An example is the parcel of land known for decades
as “Bailey Point,” located near downtown at the south end of Morton Avenue at the
confluence of the Mississippi and Elk Rivers.
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Natural Features. Natural features, such as rivers, creeks, and terrain.
Horticultural Features. Horticultural features characteristic of a particular area.
Individual, Groups, or Organizations
The following criteria will be used in evaluating the use of names of persons (whether living or
deceased), groups and organizations.
General Criteria. Names of persons, groups or organizations having a longstanding affiliation with
the city of ten (10) or more years of significant community service, involvement, or contributions
beyond the ordinary interest level whose efforts have:
Enhanced the quality of life and well-being of city residents.
Contributed to the preservation of the city’s history or culture.
Made exemplary or meritorious contributions to the city or its residents; or contributed to
the acquisition, development, or conveyance of land, buildings, structures, or other amenities
to the city or community.
Living Persons. Facilities may be named after living persons only after a study has been completed
relative to the individual’s background and qualifications pursuant to the criteria in this policy.
Groups and Organizations. Facilities may be named after groups or organizations pursuant to the
criteria set forth in this policy or groups and organizations that wish to pursue a sponsorship
agreement with the City of Elk River at a city owned asset under control of the Parks and Recreation
department.
EXCEPTION: The exception to this policy in its entirety is a sponsorship agreement
entered into between the city and a group or organization for a section within a city owned
property asset under control of the Parks and Recreation department, such as a concession
stand, ice sheet, ballfield, Rivers Edge Commons upper plaza, multi-purpose room, etc.
Procedure
Naming of Parks, Recreation Assets and Facilities
A request for naming of a park, recreation asset or facility shall be submitted in writing to
the Parks and Recreation Parks Department.
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The submission shall show how the proposed name is consistent with the criteria stated in
this policy. When naming after a person or persons, the application will describe their
contributions to the city. Written documentation of approval by next of kin to be honored
(if available/possible) is required as part of the proposal. Staff will review the proposal for
adherence to the stated criteria and authentication of statements relative to contributions in
the case of an individual before forwarding to the Parks and Recreation Commission. If the
request is incomplete, staff will contact the applicant, in writing, and provide them with the
opportunity to resubmit a revised request.
The Parks and Recreation Commission will offer the opportunity for public input on the
proposed naming. A notice requesting a public meeting for naming of a park, recreation area
or facility shall be posted and published in the city’s official newspaper at least 10 days prior
to the meeting.
The Parks and Recreation Commission shall forward their recommendation to City Council
for final decision.
The Parks and Recreation Commission can initiate the naming process whenever deemed
necessary and/or in the best interest of the city.
In the absence of any naming requests, the Parks Recreation and Commission shall adhere to
criteria stated in this policy in recommendation of name.
Renaming of Parks, Recreation Areas and Facilities
Renaming of parks, recreation areas and facilities carries with it a much greater burden of process
compared to initial naming. Tradition and continuity of name and community identification are
important community values. Each application must meet the criteria in this policy but meeting all
criteria does not ensure renaming.
A request for renaming of a park, recreational area or facility shall be submitted in writing to
the Parks and Recreation Commission, through the Parks and Recreation Department.
The request shall include the proposed name change, the purpose of the change, and how
the proposed name change is consistent with the criteria established. When renaming after a
person or persons, the application will describe their contributions to the city. Written
documentation approval by next of kin to be honored (if available/possible) is required as
part of the proposal. City staff will review the proposal for adherence to the stated criteria
and authentication of statements relative to contributions in the case of an individual before
forwarding to the Parks and Recreation Commission. If the request is incomplete, staff will
contact the applicant, in writing, and provide them with the opportunity to resubmit a
revised request.
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The recognized Neighborhood Association will be notified of the proposal when the Parks
and Recreation Department receive a complete application.
The Parks and Recreation Commission will offer the opportunity for public input on the
proposed naming. A notice requesting a public meeting for naming of a park, recreation area
or facility shall be posted and published in the city’s official newspaper at least 10 days prior
to the meeting.
The Parks and Recreation Commission shall forward their recommendation to City Council
for final decision.
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Parks and Facilities Naming
Policy History
Adopted by: On (date) Item #
City Council November 19, 2012 8.2
Updated by City Council February 22, 2022 8.1