Qualcomm Stadium, Petco Park – they’re examples of local businesses contributing to costs of facilities that in exchange bear their name. The common practice has now come to County parks, with several businesses taking advantage of a new program.
Public parks and recreation departments across the country have all felt the decline of available public dollars. To help offset that economic shortfall, last January the San Diego County Board of Supervisors approved a naming rights policy for the County Parks and Recreation Department. The parks director can approve naming rights for existing amenities for a term of five years or less, or $15,000 or less in total revenue.
The 4S Ranch Sports Park in North County quickly found supporters of the new program, selling naming rights for three ball fields for a five-year term at $10,000 each.
Dr. Gordon Poelman, a dentist in the Poway area, said it was a great option for his business.
“I live in 4S Ranch, and my boys play baseball at the sports park, and this is a great way to support my community and a park that we love,” said Poelman. “I see the hundreds of people coming and going, so why not contribute back to my community, and build my business at the same time.”
“This is a campaign to help our parks,” said Parks Director Brian Albright. “We’re happy that businesses find a benefit in naming a field, a playground, or a pool. It not only provides added income to improve our facilities, but it also gives companies the opportunity to be more actively involved and have a visible presence in the community.”
The naming rights policy is a result of a year-long study by County parks to come up with ways to generate revenue for major maintenance and new park development. The naming opportunities present a revenue potential of nearly $2 million for County parks.
The program is a part of the department’s long-term business plan to rely less on tax dollars and find new sources of funding so it can continue to expand services and facilities for San Diego County residents. That includes engaging with corporations, local businesses and non-profits.
“We have to look at different ways to keep our parks functioning, and naming rights are a great way to do that,” Albright said. “Our residents continue to enjoy our parks, campgrounds and community centers, and local businesses contribute to the long-term success of our park system, all while gaining exposure to their customer. It’s great for the communities, it’s great for the businesses.”
