TITLE
Recommendation to authorize City Manager to execute a contract with Premier Partnerships for Development and Implementation of a Sponsorship and Advertising Program. (Citywide)
DISCUSSION
The City’s Financial Strategic Plan (Plan), which is revised and adopted annually
by the City Council, provides a multi-year road map for achieving a structurally
balanced budget. The Plan focuses the organization on needed optimization and
efficiency efforts, operational and staffing cost reductions, the deliberative use of
increased fees to recover costs and the review of new revenue opportunities.
Based on limited efforts in the 199Os, the Plan includes a $1 million target for the
development of new revenues through a sponsorship program.
In 1996, the Mayor and City Council adopted a Policy on City Sponsorship,
Corporate Recognition and Advertising to allow partnering with consumer product
companies for the purposes of joint promotion and revenue development, with
certain restrictions.
In 1997, the City secured an agreement with Outdoor Systems Advertising for ad
placement on City bus shelters; and in 2001, the City entered into a multi-year
beverage contract with BCI Coca-Cola Bottling Company of Los Angeles.
In early 2005, the City issued a Request for Proposal (RFP) for implementation of
a sponsorship and advertising program. The RFP indicated the City was seeking
the services of a qualified firm to assist in developing and implementing
additional public-private sponsorship and advertising partnerships, with the goal
of generating new revenues for the City.
Six companies responded to the RFP. After completing the interview process,
the firm of Premier Partnerships was selected to undertake the scope of work,
pending City Council action.
Premier Partnerships has provided product integration, permanent signage,
event promotions, and ticket and hospitality programs for the Pasadena Rose
Bowl. In addition, Premier has provided sponsorship opportunities, naming
ri...
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