City of Culver City, California
Agenda Item Report
Meeting Date: _01/04/11__ Item Number: _A-2__
PRCS COMMISSION AGENDA ITEM: Report from the Parks, Recreation and
Community Services Commission Financial Resource Development Subcommittee
and Recommendation Regarding Sending an Update to the City Council on the
Status of the Development of the PRCS Department Sponsorship Program.
Contact Person/Dept.: Pam Robinson,
Acting PRCS Director
Phone Number: (310) 253-6655
Fiscal Impact: Yes [] No [X] General Fund: Yes [] No []
Public Hearing: [] Action Item: [X] Attachments: [X]
Public Notification: (Email) Meetings and Agendas – Parks, Recreation and Community
Services Commission (12/29/10).
Department Approval: Pam Robinson
(12/21/10)
City Attorney Approval: N/A
Chief Financial Officer Approval: N/A City Manager Approval: N/A
RECOMMENDATION:
Staff recommends that the Parks, Recreation and Community Services (PRCS)
Commission hear a report from the Financial Resource Development (Financial
Resources) Subcommittee and make a recommendation regarding sending an
update to the City Council on the status of the development of the PRCS
Department Sponsorship Program.
BACKGROUND:
The Financial Resource Development Subcommittee
The PRCS Commission has, over the years, continued to explore ways of securing
external resources to support the PRCS Department facilities and programs. In May
2006, the PRCS Commission discussed the possibility of establishing a 501(c)(3)
foundation to support park improvement projects and recreational programs. The
Commission took action not to establish a foundation but rather a Commission
subcommittee (now the Financial Resource Development Subcommittee) to explore
funding opportunities. The current members of this Subcommittee are
Commissioners Daly Redholtz and Stuart. The goal of the Parks, Recreation and
Community Services Commission Financial Resource Development Subcommittee
is to: Research new funding strategies and work with staff and non-profit groups to
raise funds for PRCS special projects.
City of Culver City, California
Agenda Item Report
PRCS Commission discussions regarding the development of a 501(c)(3) entity
(Foundation) as a resource for funding City parks and open space enhancements
commenced again during 2009 and continued into 2010. Currently, one of the topics
under discussion by the Financial Resources Subcommittee is whether or not it is
necessary to develop a 501(c)(3) foundation to maximize PRCS Department
fundraising opportunities, or if other avenues or a combination of other avenues are
more appropriate.
September 9, 2010 Financial Resource Development Subcommittee Meeting
On September 9, 2010 the Subcommittee met with staff to discuss new funding
strategies. At that meeting, the Subcommittee determined that it would be desirable
to develop a sponsorship program, specifically a park amenity sponsorship program
(as has been established by other cities) as a vehicle to both encourage and accept
donations from the public to the Parks Division of the PRCS Department. The
consensus at that time was that the sponsorship program would be developed and
marketed using a brochure format, often called a “Gift Book” or “Gift Catalog” of
sponsorship opportunities.
DISCUSSION:
On Wednesday, December 15, 2010 the PRCS Commission Financial Resources
Subcommittee met with Acting PRCS Director Pam Robinson and PRCS
Administrative Division Senior Management Analyst Patricia Mooney. This agenda
item has been prepared to give the Subcommittee an opportunity to report back to
the full Commission on this recent Subcommittee meeting and for the Commission to
make a recommendation regarding sending an update to the City Council on the
status of the development of the PRCS Department Sponsorship Program.
At the December 15 Subcommittee meeting, Subcommittee members Daly
Redholtz and Stuart reviewed additional information from other cities and a
preliminary park amenity price list. They also discussed the next steps in the
process of developing the sponsorship program. Staff reported that it appears that
many cities have phased out hard-copy brochures in favor of an online format as the
primary means of promoting Parks and Recreation sponsorship programs. Two
examples of other cities’ online formats are provided as Attachment A and
Attachment B.
To summarize, some of the topics discussed and conclusions reached regarding the
sponsorship program at the Financial Resources Subcommittee meeting are as
follows (not necessarily in order of priority):
1. An online format is preferred over a brochure format for the presentation of
the details of the sponsorship program
City of Culver City, California
Agenda Item Report
2. A tri-fold brochure should be developed as a basic marketing tool to spur
interest in the program and direct people to the website
3. The sponsorship program should have its own website and/or web pages
4. The Subcommittee hopes to find a volunteer to design the website/web pages
5. Links to the program site should be included in local online news papers and
Neighborhood Association websites
6. Colorful pictures and inviting copy are essential to making the online gift
catalog noteworthy and appealing to potential donors
7. The amenity prices listed in the gift catalog should include the maintenance
cost
8. Park amenity sponsorship opportunities should be organized and presented
by park
9. An “Adopt-A-Park” theme highlighting one park at a time might be a good way
to market the sponsorship program to those who live near and/or have a
special interest in specific Culver City parks
10. Both amenity replacements and the addition of new amenities should be
included in the program
11. Staff should prioritize the parks and amenities that are most in need of
replacement
12. Staff should identify park locations where amenities could be added
13. Donations to the City for public purposes are tax-deductible as outlined in IRS
Publication 526 (2008), which specifically states that money or property given
to local governments and public park and recreation facilities is deductable as
a charitable contribution (however, it is important to note that when claiming
deductions, individuals should always consult a tax advisor as to their
particular situation). Therefore, it appears that it may be unnecessary to
develop a 501(c)(3) foundation.
14. An internal City process must be developed to ensure that the donations are
earmarked for the sponsorship program
15. Donations under a predetermined amount will be acknowledged with a
certificate; donations at and over that amount will be acknowledged by a
plaque on or near the donated amenity
City of Culver City, California
Agenda Item Report
16. Donation plaques should be a standard size and design; once the monetary
donation threshold has been met, the donation amount should not be
reflected by the plaque itself
17. The PRCS Department Sponsorship Program should be phased in as follows:
a) Park Amenities – examples: park benches, picnic tables,
barbeques, drinking fountains, concrete-cast trash receptacles
b) Park and Recreation Facility Improvements, including the Senior
Center and the Veterans’ Memorial Building – examples: tables
and chairs, building fixtures, audio-visual equipment, rug and/or
floor replacement
c) Services and Programs – examples: teaching a new or existing
class, developing/funding a new program or class; offering
additional services to program participants; underwriting a camp or
afterschool program
d) Corporate Sponsorship, including Naming Rights – if approved by
the City Council, a Naming Rights Policy will be developed for the
PRCS Department
FISCAL ANALYSIS:
With the exception of the staff time spent to date on the sponsorship program
project, there is no fiscal impact associated with the discussion of this Agenda Item.
ATTACHMENTS:
A. Kitsap County Online Parks Gift Catalog
B. L.A. Parks Foundation – News and Events Page Layout
MOTIONS:
That the Parks, Recreation and Community Services Commission:
1. Hear a report from the Financial Resource Development Subcommittee; and,
2. Make a recommendation regarding sending an update on the status of the
development of the PRCS Department Sponsorship Program to the City Council.
MEETING DATE: January 4, 2011
AGENDA ITEM: Report from the Parks, Recreation and Community
Services Commission Financial Resource Development
Subcommittee and Recommendation Regarding
Sending an Update to the City Council on the Status of
the Development of the PRCS Department Sponsorship
Program.
ATTACHMENTS
Pages
A. Kitsap County Online Parks Gift Catalog
1 - 4
B. L.A. Parks Foundation – News and Events Page Layout 5 - 6
ATTACHMENT A
Page 1Page 2Page 3Page 4ATTACHMENT B
Page 5Page 6