Supersedes: N/A
Adopted by Council: 4/7/2008
Effective: 4/7/2008
Introduction
The sponsorship policy is intended to be utilized in conjunction with the sponsorship guidelines document. This policy can not address every possible sponsorship scenario and challenge that the Town of Cary may face while implementing sponsorship guidelines.
Sponsorship is not intended to replace other forms of revenue generation, but will augment them. Additionally, sponsorship will be used to create more awareness so the other aspects of revenue generation efforts are enhanced through the marketing and promotional activities of the sponsors. Sponsorships will be designed to strengthen the alliance between the Town of Cary, its citizens and businesses.
Sponsorship consideration is based on the terms of this policy. Approved sponsorships will not compromise the public’s perception of the Town of Cary’s integrity, impartiality, mission, image or values. All sponsorship opportunities will be carefully considered by the proper Town of Cary employees as defined by this policy.
Purpose
1.
The purpose of
this policy is to set standards and guidelines for the Town of Cary as it
actively seeks sponsorships to generate additional revenues for the betterment
of venues and events within the control of the
Cary
Parks,
Recreation and Cultural Resources Department.
2.
Potential
sponsors include for-profit and not-for-profit businesses, organizations, and
governments.
3.
Potential
sponsorship elements of the Town of Cary Parks, Recreation and Cultural
Resources Department include facilities, venues and events.
4.
Sponsorships
may include business rights and opportunities with the Town of Cary for the
sponsor and the approval process for such rights is defined by this policy.
5.
This policy
sets criteria for the Town of Cary to implement in obtaining any sponsorship.
6.
The
sponsorship criteria and process is designed to protect the Town of Cary and to
establish equal opportunity for qualified sponsors that meet the minimum
requirements of the sponsorship criteria.
7.
This policy is
designed to protect the mission, image and values of the Town of Cary and its
Parks, Recreation and Cultural Resources Department, as well as the current
public value of its facilities during the process of securing and activating
sponsorships.
8. Adhering to this policy will:
· Ensure an open and fair public bidding process for sponsorship opportunities
· Provide the Town of Cary full and final decision making authority on any future corporate partnership and/or sponsorship protecting its integrity and the integrity of its facilities
· Establish a process for approval which will maintain consistency in sponsorship pricing, sponsorship elements, submittal process, final approval process, execution of sponsorship agreements and the successful activation of sponsorships
· Allow businesses to easily view and understand the various sponsorships available by the Town of Cary Parks, Recreation and Cultural Resources Department
· Help potential sponsors, the Town of Cary staff members and the public better understand the procedures for sponsorship
Authority
1.
The Town of
Cary
and its Parks, Recreation and Cultural Resources Department shall be responsible
for any agreement for sponsorship and in-kind trade related to its venues and
events.
2.
Any agreement
related to sponsorship is subject to approval by the Director of the Parks,
Recreation and Cultural Resources Department, his or her designee and Town
Manager if necessary as defined by this policy.
3.
All
sponsorships within the Town of Cary Parks, Recreation and Cultural Resources
Department are considered a nonpublic forum. As a nonpublic forum the Town of
Cary and its Parks, Recreation and Cultural Resources Department maintain sole
discretion on the final approval of any sponsorship.
4. As a public entity, the Town of Cary reserves the right of full control of sponsorship approval in order to adhere to the public standards that the Town of Cary citizens expect.
Public Access to Sponsorship Opportunities
1.
Potential
sponsors and the public shall have access to all sponsorship opportunities made
available through the Town of Cary’s Parks, Recreation and Cultural Resources
Department.
2. Sponsorship opportunities will be available by request in writing at the Town of Cary’s Parks, Recreation and Cultural Resources Department and online at www.townofcary.org.
Sponsor Criteria
1.
Sponsors
should be judged by the value of the resources that each can provide for the
Town of Cary Parks, Recreation and Cultural Resources Department in fulfilling
its overall mission.
2. The Town of Cary retains the right to reject any such sponsorship it deems will have a negative impact on the mission, image and values of the Town of Cary. Circumstances that may preclude a potential sponsor include but are not limited to:
· Marketing or sale of alcoholic beverages at Town of Cary Parks, Recreation and Cultural Resources Department facilities that do not sell alcoholic beverages as a part of regular operations during events or otherwise. Sponsorships that include alcohol pouring rights will be considered only at Town of Cary Parks, Recreation and Cultural Resources Department facilities that sell alcoholic beverages.
· Marketing or sale of tobacco products.
· Any promotion, marketing, advertising or commentary related to political elections, candidates, campaigns and any issues public or otherwise.
· Marketing, sale or promotion of any form of sexually oriented products, services or materials.
· Any form of profanity or implied profanity or hate speech related to any sponsor.
· Marketing or sale of any weapons including but not limited to firearms and explosives or the glorification of violent acts.
· Marketing environmental, work, or other practices that violate U.S. or state law, or Town of Cary ordinance (i.e., dumping of hazardous waste, exploitation of child labor laws, etc.).
· Any sponsorship that promotes religious activities and organizations.
· Exploiting participants or staff members of the Town of Cary.
· Any other sponsorship that may adversely impact the mission, image and values and goals of the Town of Cary.
Acceptable Sponsorship and Advertising Forms
1. The traditional forms of branding and advertising methods that may include but are not limited to are:
· Park and building naming rights
· Park signage
· Park fabric fencing
· Light pole and building banners
· Interior walls in some areas specific to the support provided by corporate partner
· Park scoreboards
· PA audio messages
· Inclusion on printed materials
· Inclusion on the facility web-pages
· Bulletin boards
· Information kiosks
· Pavers and other permanent fixtures
· Any other sponsorship elements that support the mission, image and values of the Town of Cary Parks, Recreation and Cultural Resources Department
2. Excluded from sponsorship consideration will be:
· Greenway signage
· Trail signage in parks
· Naming neighborhood and community parks
· Naming Community Centers
· Naming Hemlock Bluffs
3.
Any form of
corporate message, branding, logo inclusion, signage and any other form of
visible advertising will be considered on a facility by facility and program by
program basis.
4.
All unique
branding concepts offered by any sponsor will be carefully reviewed prior to
approval by the Town of Cary Parks, Recreation and Cultural Resources
Department.
5. Any sponsorship will take into consideration the personalities and characteristics of the average attendee of each park or program as well as the mission, values, and image of the Town of Cary prior to approval.
Sponsorship Procedures
1.
Town of Cary
Parks, Recreation and Cultural Resources representatives will actively seek
sponsors for facilities and provide interested sponsors sponsorship information.
2.
Any potential
partner interested in sponsorship with the Town of Cary and the Parks,
Recreation and Cultural Resources Department must submit in writing to the Town
of Cary and Parks, Recreation and Cultural Resources Department a sponsorship
offer sheet.
3. The sponsorship offer sheet will contain pertinent business information the Town of Cary requires to make the best informed decision related to the approval or denial of any sponsorship.
Guidelines for Approval
1.
The Town of
Cary Parks, Recreation and Cultural Resources Department will determine the
level of sponsorship offer and the corresponding approval process related to the
characteristics and type of sponsorship.
2. The PRCR Director and his/her designee will have discretion to approve sponsorship unless:
· The sponsorship contains naming rights of a facility, park and/or Title Sponsorship of an event
· The sponsorship term is for five or more years
· The sponsorship is a cash sponsorship of $25,000 or more in a single year and contains a category exclusivity clause which would not allow any competing companies of the prospective sponsor to participate in sponsorship with the Town of Cary and the Parks, Recreation and Cultural Resources Department
·
The
sponsorship contains exclusive business rights with the Town of Cary, a Town of
Cary facility or park and cash sponsorship of $25,000 or more in a single year.
3. If any of the aforementioned sponsorship terms under item 2 are contained in a sponsorship offer, the sponsorship must be approved by the Town Manager.
Renewal Rights and Process
1.
When the Town
of Cary Parks, Recreation and Cultural Resources Department executes an
agreement with any sponsor, the agreement may include a right of renewal term.
2. All right of renewal terms will include terms stating if category exclusivity is a sponsorship element, an open and fair bidding process for sponsorship renewal must be followed during the final three months of any sponsorship agreement.
Compliance
Each sponsorship agreement will include the following compliance terms and clauses:
· Termination rights
· Insurance requirements
· Hold Harmless and Indemnification clauses
· Compliance with local, state and federal laws terms
· Joint use of logo terms
· Non-discrimination clause
· Dissemination of public information clause
· Working with the Town of Cary Guide clause