HomeMy WebLinkAbout2022-09-27 - AGENDA REPORTS - KAISER SPONSORSHIP AQUATIC CENTERO
Agenda Item: 2
1. CITY OF SANTA CLARITA
AGENDA REPORT
NEW BUSINESS
CITY MANAGER APPROVAL: AI1 A11�44-1)
DATE: September 27, 2022
SUBJECT: SPONSORSHIP AGREEMENT WITH KAISER PERMANENTE FOR
THE SANTA CLARITA AQUATIC CENTER
DEPARTMENT: Economic Development
PRESENTER: Christopher Page
RECOMMENDED ACTION
City Council:
1. Approve and authorize the City Manager or designee to execute a Sponsorship Agreement
with Kaiser Permanente for the Presenting Level Sponsorship of the Santa Clarita Aquatic
Center subject to City Attorney approval.
2. Increase revenue account 100-456611 by $50,000.
BACKGROUND
The City of Santa Clarita's (City) Business Sponsorship Program (Program) began in 2007 as a
marketing tool designed to strengthen partnerships with the business community. Through the
Program, the City partners with local, regional, and national business brands to enhance and
improve the user's experience and to provide value through integration with City events,
programs, or facility naming rights.
As the City introduces new amenities and events, there are additional opportunities to forge new
partnerships through the Program and deliver meaningful benefits to the City. The Program
partners with more than 60 local organizations each year for various events and facilities, as
exemplified below:
• Events
o Concerts in the Park, presented by Logix Federal Credit Union
o The Youth Sports Mouth Guard Program, provided by Snow Orthodontics
• Facilities
o Trek Bike Park of Santa Clarita
o The Cube - Ice and Entertainment Center, powered by FivePoint I Valencia
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The Santa Clarita Aquatic Center (Aquatic Center) has been heavily used by the community
since it opened in 2003. Its three swimming pools include an Olympic -sized, 50-meter by
25-yard competition pool; a 25-yard by 25-meter multi -use pool with one three -meter and two
one -meter diving boards; and an activity pool with a zero -depth entry and water play features,
including a two-story, 168-foot water slide. The Aquatic Center attracts more than 150,000
participants and spectators annually.
The Economic Development team created an information packet in 2017 for the purpose of
soliciting sponsorship at the Aquatic Center. Since then, staff has engaged with dozens of local
and national businesses to discuss possible sponsorship opportunities. After staff s due diligence,
Kaiser Permanente (Kaiser) emerged as the ideal sponsor for this specific facility, given its
mission of promoting healthy communities. Kaiser's mission aligns with the goals of the City
and the purpose of the Aquatic Center, which is to provide recreational opportunities and
promote healthy lifestyles. Co -branding with a nationally -recognized health care system has the
potential to elevate the Aquatic Center's presence and serve as a beneficial attraction tool. Kaiser
has a history of supporting the health of the Santa Clarita community through past sponsorships
of events such as the "Final Mile Challenge" at the Santa Clarita Marathon.
Staff has been engaged in negotiations with Kaiser over the sponsorship of the Aquatic Center
and developed a Presenting Level Sponsorship Agreement (Agreement) that would generate
$50,000 annually to the City over the course of five years, for a total amount of $250,000. In
turn, Kaiser would receive sponsor benefits in affiliation with the facility as "The Santa Clarita
Aquatic Center, presented by Kaiser Permanente," which would include the following:
• Sponsor designation on all print items and digital marketing related to facility
• Sponsor designation on advertising panels on the two digital scoreboards
• Sponsor designation on fourteen light pole banners throughout the facility
• Custom sponsor banner placed at the top platform of the activity pool slide
As specified in the Agreement, Kaiser Permanente would bear all reasonable costs associated
with fabricating and installing mutually agreed -upon permanent signage. Visualizations of the
proposed exterior displays are provided as an attachment to this item.
The recommended action is consistent with actions taken by the City Council in the past, with
similar agreements for City facilities that are large in size and scope, such as the Trek Bike Park
of Santa Clarita and the FivePoinfs sponsorship of The Cube - Ice and Entertainment Center.
ALTERNATIVE ACTION
Other action as directed by City Council.
FISCAL IMPACT
If approved, the Agreement will increase revenues in account 100-456611 (Sponsorship
Revenue) by $50,000 per year, for five years consecutively. This will result in a total impact of
$250,000, directly to the City, over five years.
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ATTACHMENTS
Aquatic Center Signage
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