City of Culver City, California
Agenda Item Report
Meeting Date: _07/03/12__ Item Number: _A-3__
PRCS COMMISSION AGENDA ITEM: Review and Make Recommendations
Regarding the Draft “Park Hero” Brochure for the PRCS Department’s
Donation/Sponsorship Program.
Contact Person/Dept.: Dan Hernandez,
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 (06/28/12).
Department Approval:Dan Hernandez
(06/27/12)
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)
Commissionreview and make recommendations regarding the draft “Park
Hero”brochure for the PRCS Department’sDonation/Sponsorship program.
BACKGROUND:
The PRCS Commission has, over the years, continued to explore ways of securing
external resources to support the PRCS Department facilities and programs.
Pursuant to Commission action taken at the January 4, 2011 meeting, following
update was communicated to the City Council via email on January 12, 2011:
The Parks, Recreation and Community Services Commission would like to keep the City
Council apprised of the Commission’s progress on the topic of a PRCS Department
Sponsorship Program. The points in the outline below are not necessarily listed in order of
priority:
1. An online format is preferred over a brochure format for the presentation of the
details of the sponsorship program
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 newspapers and
Neighborhood Association websites
6. Colorful pictures and inviting copy are essential to making the online gift catalog
noteworthy and appealing to potential donors City of Culver City, California
Agenda Item Report
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. Jeff Muir, Chief Financial Officer of the City of Culver City, has recommended the
following language to apprise potential donors of the City’s tax status:
Tax Status of City Tax Status of City Tax Status of City Tax Status of City: : : : Contributions or donations to the City for a public purpose are tax Contributions or donations to the City for a public purpose are tax Contributions or donations to the City for a public purpose are tax Contributions or donations to the City for a public purpose are tax- - - -
deductible under section 170(c)(1) of the Internal Revenue Code. deductible under section 170(c)(1) of the Internal Revenue Code. deductible under section 170(c)(1) of the Internal Revenue Code. deductible under section 170(c)(1) of the Internal Revenue Code. Please check with your Please check with your Please check with your Please check with your
tax advisor. tax advisor. tax advisor. tax advisor.
Since donations to the City for a public purpose are tax-deductible, it appears that it
may be unnecessary to develop a 501(c)(3) foundation for the specific purpose of
accepting park donations.
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
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
18. The PRCS Commission requests the City Council’s support in looking into floating a
bond to pay for Park amenities
19. Explore having a check-off box on Business License applications and renewal forms
for Park donations City of Culver City, California
Agenda Item Report
If the members of the City Council have any questions or concerns regarding this progress
report, please let the Commissioners know. If the City Council does not have any
questions or concerns regarding this update, then staff and the Commission will move
forward with the development of the PRCS Department Sponsorship Program based on
the four-phases outlined in # 17 above.
At the April 5, 2011 meeting, the Commission reviewed and agreed upon the
concept of a draft brochure for the replacement amenity donation programand a
draft webpage that was designed as a template for the development of single park-
specific web pages for each Culver City park with unmet needs. Pursuant to
Commission action at that meeting, the then members of the Financial Resource
Development Subcommittee, Chair Daly Redholtz and Commissioner (now Vice
Chair) Stuart addressed the City Council on behalf of the Commission and
distributed the sample brochure and webpage to Council members during the
“Public Comment – Items Not On the Agenda” portion of the April 11, 2011 City
Council meeting.
DISCUSSION:
This Agenda Item has been prepared to give the PRCS Commission the opportunity
to review and make recommendations regarding the draft“Park Hero” brochure.
Attachment A is a copy of the original draft “Park Hero” brochure, a mock-up that
was created by a local artist who donated her time and expertise to the project. In
Attachment B, that brochure has been replicated as nearly as possible with a
software program that is available to City staff. The transition to City-issued
software was necessary in order to be able to incorporate some or all of the
language for the brochure which was reviewed by the Commission at the September
6, 2011 meeting, when staff presented a “Culver City Giving” draft brochure
(Attachment C) for the Commission’s consideration to be used as a promotional item
for the PRCS Department’s Donation/Sponsorship Program.
FISCAL ANALYSIS:
With the exception of the staff time spent on the project, there is no fiscal impact
associated with the discussion of this Agenda Item. Staffing and budgetary
restraints prevent PRCS Department staff from allocating significant resources
towards this project.
ATTACHMENTS:
A. DRAFT COPY: “Park Hero” Brochure (original rendering)
B. DRAFT COPY: “Park Hero” Brochure (staff’s rendering)
C. DRAFT COPY: “Culver City Giving” Brochure (as presented at the September 6,
2011 PRCS Commission meeting) City of Culver City, California
Agenda Item Report
MOTION:
That the Parks, Recreation and Community Services Commission:
Review and make recommendations regarding the draft “Park Hero” brochure for the
PRCS Department’s Donation/Sponsorship program.
"The parks are a big part of our
family time."
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"Our employees enjoy the walk to
the Park"'
"We support Culver City Parks
because they make a destination to
be proud of"
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Yes, I want to support the
Culver City Parks!
Park Hero's Name:
Donation Amount:
Address:
Email .
Telephone:
Mail form along with a check or
call with credit card information to:
Culver City Parks Division
9770 Culver Blvd.
Culver City, CA 90232 Our
Parks are a unique
green space, for
today and for future
to enjoy.
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Telephone:
Mail form along with a check or
call with credit card information to:
Culver City Parks Division
9770 Culver Blvd.
Culver City, CA 90232
Park Hero's Name:
Donation Amount:
Address:
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Telephone:
Credit Card information:
I: Visa MasterCard AmEx
Number:
; Expiration Date:
Security Code:
Signature:
Send Donations to:
Culver City Parks, Recreation & Community
Services Department / Parks Division
9770 Culver Blvd., Culver City, CA 90232
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YES! I want to donate a replacement
amenity to Culver City Parks!
Name of Park:
Donation Amount:
Letcrry
giviNg
A donation
to a Park
is a gift to
the community.
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www.culvercity.org/en
Government/PRCS
Culver City Parks, Recreation &
Community Services Dept.
PARKS DIVISION
310-253-6470
CCParks.DonationsQCulyerCitv.org
Wish List # (see reverse side):
; Name:
Address: DONATIONS ARE NEEDED to replace
REPLACEMENT AMENITY WISH LIST
existing worn/outdated amenities at:
(price includes installation)
Blair Hills Park
Blanco Park
Carlson Park
Coombs Park
Culver City Park
Culver West
Alexander Park
El Marino Park
Fox Hills Park
Fox Hills Mini-Park
Lindberg Park
Tellefson Park
Syd Kronenthal Park
Linwood E. Howe
Playground
Veterans' Memorial
Park
MAKE A GIFT to the Culver City
community in your name or that of
a friend or relative by donating a
replacement amenity to one of our
parks. Monetary donations toward
general improvements are welcome
also at any time. Culver City's tax
ID number is 95-6000701.
Donated amenities valued at $1,000
or more will be recognized with an
on-site engraved plaque. Plaques
have a standard character limit and
design. The final determination on
the acceptance and placement of
donated amenities will be made by
the Parks Division. To learn more,
follow the Culver City GIVING link at
www.culvercity.orden/Government/
PRCS.
You may make a donation by:
• Calling Parks at 310-253-6470
• Emailing your request to
CCParks.Donations@CulverCity.org
• Sending the attached donation
form along with a check or your
credit card information to:
Culver City Parks Division
9770 Culver Blvd.
Culver City, CA 90232.
1. Basketball Backboard
$1,000
2. Concrete Trash Can
$1,300
3. Concrete Bench
$1,350
4. Concrete Picnic Table
$1,450
5. Concrete Barbeque
$1,500
6. Par Course Equipment
$4,500
(per item)
7. Single Drinking Fountain $5,000
8. Basketball Backstop
$5,000
(includes mounting pole,
backboard, hoop & net)
9. Basketball or Tennis
$5,000
Court Resurfacing
10. 3 Tier Bleachers
$5,500
11. ADA Compliant
$6,500
Drinking Fountain
12. 5 Tier Bleachers
$7,500
13. 12 Tier Bleachers
$15,500
Tax Status of Culver City: Contributions
or donations to the City for a public
purpose are tax-deductible under Section
170(0(1) of the Internal Revenue Code.
Please check with your tax advisor. The
City's tax I.D. number is 95-6000701.