On Tuesday Feb. 11, the Carlsbad City Council unanimously approved the proposed corporate marking partnerships policy, which includes stipulations allowing corporations to sponsor city assests.
The 10-page comprehensive policy developed by city staff, and an outside consultant, includes two programs: “proud partner” program and a master vending contract program.
City events, such as Jazz in the Parks, currently include corporate sponsors, but the “proud partner” program will combine additional city events, such as Adopt a Trail, aquatic programs, and the Carlsbad Triathlon, into one citywide sponsorship package. This sponsorship package will also include city services, vehicles, mailings, buildings, parks and street furniture.
In addition, the master vending contract will grant exclusivity to one food and beverage vendor, such as Coca-Cola, Pepsi or Snapple, throughout city departments and facilities.
The corporate marketing partnerships program will potentially attract more lucrative corporate partnerships bringing in up to $750,000 revenue within three years of launching.
Though the City of Carlsbad retains sole discretion to choose sponsors and does not intend to open possible agreements for public forum, staff assure a tasteful aesthetic in accord with the integrity of the city.
As a result of the policy approval, city staff will now begin developing and issuing requests for sponsorship proposals for the two programs.
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