TITLE
Recommendation to authorize City Manager to approve the revised 1996 Citywide Policy on Sponsorships for the Department of Parks, Recreation and Marine. (Citywide)
DISCUSSION
In 1996, the City Council approved the current 1996 Citywide Policy on Sponsorships (Sponsorship Policy), which resulted in several citywide sponsorship agreements being approved by the City Council. However, the Sponsorship Policy has not been used in recent years and is no longer relevant to today's economic environment. On July 12, 2011, the City Council approved a request from Councilmember Patrick O'Donnell to direct the City Manager to update the Sponsorship Policy in order to allow the Department of Parks, Recreation and Marine (PRM) to solicit and accept corporate sponsorships.
In an effort to incorporate best practices for identifying and approving sponsorships as part of a Proposed Parks, Recreation and Marine Sponsorship Policy (Proposed Policy), staff reviewed various existing policies from the cities of San Diego, Huntington Beach, Dallas, and the Los Angeles County Department of Beaches and Harbors. In each of these municipal organizations, the marketing, partnership, and sponsorship programs are structured differently, utilizing either a Request for Proposal (RFP) or a Request for Information (RFI) process to invite private vendors to bid on sponsorship opportunities or provide information about the value of sponsorship rights relative to the agency's programs, activities, and facilities.
The Proposed Policy (Attachment 1) is based on modifications to the existing Sponsorship Policy that will streamline the process for identifying and evaluating potential sponsorships, including seeking competitive bids and selecting the best proposal, in accordance with the City of Long Beach's Purchasing Policy. The Proposed Policy does not address stand-alone advertising; however, advertising may be considered as part of a sponsorship agreement and selected through an RFP process. It is recommended that all sponsorship agreements valued at more than $10,000 be submitted to the City Council for approval, and that the City Manager be authorized to approve sponsorship agreements valued at less than $10,000.
A non-exhaustive list of potential sponsorship items, events, programs, and facilities has been compiled (Attachment 2). The list of potential sponsorships is for discussion only. In no way does the approval of the Proposed Policy indicate an approval of sponsorship agreements for the items listed.
This matter was reviewed by Deputy City Attorney Gary J. Anderson on February 28, 2012, and Budget Management Officer Victoria Bell on December 27, 2011.
TIMING CONSIDERATIONS
City Council action is requested on March 13, 2012, in order to allow the Department of Parks, Recreation and Marine to implement the Proposed Policy and begin the process of identifying items, events, programs, and facilities that could potentially be sponsored in FY 12.
FISCAL IMPACT
There is no fiscal impact associated with the recommended action at this time. PRM has the potential to realize cost savings or new revenue relative to the conduct of recreational programs and facility maintenance. There is no job impact associated with the recommended action.
SUGGESTED ACTION
Approve recommendation.
Respectfully Submitted,
GEORGE CHAPJIAN
DIRECTOR OF PARKS, RECREATION AND MARINE
APPROVED:
PATRICK H. WEST
CITY MANAGER