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 ...
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