City of Culver City, California
Agenda Item Report
Meeting Date: _04/05/11__ Item Number: _A-1__
PRCS COMMISSION AGENDA ITEM: Report from the Parks, Recreation and
Community Services Commission Financial Resources Subcommittee and
Recommendation Regarding Sending an Update to the City Council on the “CC
Parks Donations” Program, the First Component of the PRCS Department
Donation/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 (03/31/11).
Department Approval: Pam Robinson
(03/29/11)
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 “CC Parks Donations” program, the first
component of the PRCS Department Donation/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. 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.
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 City of Culver City, California
Agenda Item Report
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.
December 15, 2010 Financial Resource Development Subcommittee Meeting
At the December 15, 2011 Subcommittee meeting, Subcommittee members Daly
Redholtz and Stuart and staff reviewed additional information from other cities and a
preliminary park amenity price list developed by the Parks Manager. The next steps
in the process of developing the sponsorship program were discussed. During this
discussion, a list of points to bring before the Commission at the January 4, 2011
meeting was developed. The purpose of the list was to provide a framework for the
development of the Sponsorship Program that could be used as both a guideline for
the Subcommittee, the Commission and staff and as means of updating the City
Council on the status of the development of the Program.
January 4, 2011 PRCS Commission Meeting
At the January 4, 2011 Commission meeting, the Commission took unanimous
action to send the following update to the City Council:
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 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
City of Culver City, California
Agenda Item Report
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
t t t tax advisor. ax advisor. ax advisor. ax 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
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.
The information above was communicated to the City Council via email on January
12, 2011.
City of Culver City, California
Agenda Item Report
DISCUSSION:
On Wednesday, March 16, 2011 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
“CC Parks Donations” program, the first component of the PRCS Department
Donation/Sponsorship Program.
At the March 16 meeting, Subcommittee members Daly Redholtz and Stuart and
staff reviewed a draft brochure for the amenity donation program, now referred to as
the “CC Parks Donations” program and a draft webpage for Fox Hills Park that will
eventually serve as a template for the development of a single web page for each
Culver City Park that provides amenity donation opportunities. Revisions to these
documents were then made based on the Subcommittee’s recommendations. The
revised draft “CC Parks Donations” program brochure is provided as Attachment A
and the revised draft Fox Hills Park webpage is provided as Attachment B for the
Commission’s consideration. Please note that the Subcommittee determined that
the photographs used in donation program promotional materials should contain
park users enjoying the various amenities whenever possible, so many of the
photographs provided in these Attachments will be replaced in the final publications.
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. DRAFT COPY: CC Parks Donations Program Brochure
B. DRAFT COPY: Fox Hills Park Webpage – Sample of a Webpage Dedicated to a
Single Park
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 to the City Council on the
“CC Parks Donations” program, the first component of the PRCS Department
Donation/Sponsorship Program.
MEETING DATE: April 5, 2011
AGENDA ITEM: Report from the Parks, Recreation and Community
Services Commission Financial Resources
Subcommittee and Recommendation Regarding
Sending an Update to the City Council on the “CC
Parks Donations” Program, the First Component of the
PRCS Department Donation/Sponsorship Program.
ATTACHMENTS
Pages
A. DRAFT COPY: CC Parks Donations Program Brochure 1 - 2
B. DRAFT COPY: Fox Hills Park Webpage – Sample of a
Webpage Dedicated to a Single Park
3
Culver City Parks, Recreation & Community
Services Department / Parks Division
9770 Culver Blvd.,
Culver City, CA 90232
CC PARKS
DONATIONS
A donation*
to a Park is
a gift to
the community.
Culver City Parks, Recreation
& Community Services Dept.
PARKS DIVISION
310-253-6470
CCParks.Donations@CulverCity.org
www.CCParksDonations.org
*Tax Status of Culver City:
Contributions or donations to
the City for a public purpose
are tax-deductible under
Section 170(c)(1) of the
Internal Revenue Code. Please
check with your tax advisor.
The City’s tax identification
number is 95-6000701.
ATTACHMENT A
Page 1REPLACEMENT AMENITY
WISH LIST
(includes installation)
Basketball Backboard
$1,000
Concrete Trash Receptacle
$1,300
Concrete Bench
$1,350
Concrete Picnic Table
$1,450
Concrete Barbeque
$1,500
Par Course Equipment
$4,500 (per item)
Single Drinking Fountain
$5,000
Basketball Backstop
(includes mounting pole,
backstop, hoop and net)
$5,000
Basketball or Tennis Court
Resurfacing
$5,000
3 Tier Bleachers
$5,500
ADA Compliant
Drinking Fountain
$6,500
5 Tier Bleachers
$7,500
12 Tier Bleachers
$15,500
DONATIONS ARE NEEDED to
replace existing worn/outdated
amenities at:
Blair Hills Park
Blanco Park
Carlson Park
Coombs Park
Culver City Park
Culver West Alexander
El Marino Park
Fox Hills Park
Fox Hills Mini-Park
Lindberg Park
Linwood Howe Playground
Syd Kronenthal Park
Tellefson Park
Veterans Park
To make a donation, call the
Parks Division at 310-253-
6470 or email your request to
CCParks.Donations@CulverCity.org.
MAKE A GIFT to the
Culver City community in
your name or that of a
friend/relative by donating a
much-needed replacement
amenity to one of our parks.
Monetary donations toward
general improvements are
also welcome at any time.
The City of Culver City’s tax
identification number is 95-
6000701.
Donations of $1,000 or
more toward replacement
amenities will be recognized
with an on-site engraved
plaque. All plaques have a
standard character limit and
design.
Please note that the final
determination regarding the
acceptance and placement
of donated amenities will be
made by the Parks Division.
View our many Park amenity
donation opportunities at
www.CCParks.Donations.org.
Page 2Fox Hills Park is a 10-acre park
located at Green Valley Circle
and Buckingham Parkway in Culver
City. The Park features a play
area, basketball half-courts, 4
tennis courts, 4 paddle-tennis
courts, a volleyball court (all
courts have lighting), two softball
fields, a large open turf area,
picnic areas, a par course and
walking trail. Among the many
attractions, the walking trail is
one of the most popular outdoor
exercise venues in Culver City.
The most needed replacement
amenities at Fox Hills Park are:
Concrete Trash Receptacle
$1,300
Concrete Bench
$1,350
Concrete Picnic Table
$1,450
FOX HILLS PARK
REPLACEMENT AMENITY
WISH LIST
CC PARKS
DONATIONS
FOX HILLS PARK
*Tax Status of Culver City:
Contributions or donations to
the City for a public purpose
are tax-deductible under
Section 170(c)(1) of the
Internal Revenue Code. Please
check with your tax advisor.
The City’s tax identification
number is 95-6000701.
A donation*
to a Park is
a gift to
the community.
Culver City Parks, Recreation
& Community Services Dept.
PARKS DIVISION
310-253-6470
CCParks.Donations@CulverCity.org
www.CCParksDonations.org
ATTACHMENT B
Page 3