PUBLIC INFORMATION SERIES
REPRESENTATIONAL PLANNING, ENGINEERING, ENVIRONMENTAL & TECHNOLOGY EXHIBITS
PRESENTATION 2012
NAMING RIGHTS PROGRAM & ACTUARY STUDIES
OFFSHORE INTERNATIONAL AIRPORT PLATFORM PROGRAM 2010 - 2012
CATEGORIES OF NAMING RIGHTSIn the private sector, a corporation or other entity buys "naming rights", typically gets the "naming rights" for a specific period of time. For properties like a multi-purpose arena, performing arts venue or an athletic field, the term ranges from three [3] to twenty [20] years. Longer terms are more common for higher profile venues such as a professional sports team / multi-purpose arena.Financial terms are determined at the start of the contract "naming rights" period of time.The distinctive characteristic for this type of "naming rights" is that the buyer gets a marketing property to promote products and services, promote customer retention and or increase market share.A nonprofit organization has the option to recognize a major gift from a donor by bestowing "naming rights" to a property in recognition of the financial support.This is not a financial transaction in the style of private sector shown in section # 1.Important to distinguish the philanthropic gesture of giving a financial gift or a substantial gift-in-kind, from that of the private sector model of a "naming rights" transaction. |
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EMERGING TREND : Supply & Demand for Naming Rights has led to more corporate sponsors approaching and acquiring "naming rights" from a nonprofit organization.
There just are not enough high profile private sector or municipal properties to satisfy the thirst for owning a named property. [see Naming Right: Legacy Gifts & Corporate Money, by Terry Burton - John Wiley & Sons, 2007].
BRIEF HISTORY
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Stadium naming rights in North America may have been traced back to 1912 with the opening of Fenway Park in Boston. The stadium's owner had owned a realty company called "Fenway Realty", so the promotional value of the naming has been considered. Despite this, it is more widely believed to have begun in 1926 when William Wrigley, the chewing gum entrepreneur and owner of the Chicago Cubs, named his team's stadium "Wrigley Field." In 1953, Anheuser-Busch head and St. Louis Cardinals owner August Busch II proposed re-naming Sportsman's Park, occupied by the Cardinals, "Budweiser Stadium". When this idea was rejected by Ford Frick, the Commissioner of Baseball at that time, Anheuser-Busch then proposed the title "Busch Stadium" after one of the company's founders. The name was readily approved, and Anheuser-Busch subsequently released a new product called "Busch Bavarian Beer" [now known as Busch Beer]. The name would later be shifted to the Busch Memorial Stadium in 1966, shortened in the 1970s to "Busch Stadium" and remained the stadium's name until it closed in 2005. By that time, Major League Baseball's policy had changed – with Coors Field in Denver and Miller Park in Milwaukee going up in that span – and Anheuser-Busch (who retained the naming rights after selling the team) was able to use the same name for the Cardinals' new stadium which opened on April 4, 2006. |
Another early example is when the New England Patriots of the National Football League sold the rights to name the stadium that they had constructed in Foxborough, Massachusetts in 1970-1971 to the Schaefer brewery.
The public reaction to this practice is mixed. Naming rights sold to new venues have largely been accepted, especially if the buyer has strong local connections to the area, such as the case of Rich Stadium in the Buffalo suburb of Orchard Park, Heinz Field in Pittsburgh, and Coors Field in Denver.
Selling the naming rights to an already-existing venue has been notably less successful, as in the attempt to rename Candlestick Park in Francisco to 3Com Park. The general public [and some media outlets] continued to call the facility what it had been known as for over three decades – Candlestick Park. After the agreement with 3Com expired, the rights were resold to Monster Cable, and the stadium was renamed Monster Park. San Francisco voters had the final say; they passed an initiative in the November 2004 elections that stipulates that the facility's name will revert to Candlestick Park once the current naming rights contract expires in 2008. The initiative is largely ceremonial: it would not apply to a new stadium, which the 49ers are currently planning to build.
Sports stadiums with naming rights deals are not limited to the United States. "Named" stadiums can be found in countries including Australia, Japan, China, Finland, Canada, and Israel. The practice is widening in the United Kingdom; for instance the current stadium of Bolton Wanderers is the Reebok Stadium and Arsenal Football Club's new stadium for the 2006/2007 season is the Emirates Stadium, their previous ground being Arsenal Stadium. In cricket the most famous example is The Oval, home of Surrey County Cricket Club. It has had several sponsors over the years, and is currently known as "The Brit Oval", having originally been known as the "Kennington Oval", the district of London in which it is.
The record for the highest amount paid for naming rights belongs to Citi Field [opened in 2009] and Barclays Center [scheduled to open in 2011], both located in New York City. Each garnered deals of $20 million per year for at least 20 years, totaling $400 million.
The New Meadowlands Stadium, shared home of the New York Giants and New York Jets in East Rutherford, New Jersey was expected to eclipse both deals, with experts estimated it would value $25–30 million annually.
REPRESENTATIONAL NAMING RIGHTS STUDY EXHIBIT 2010 - 2012
"The deal, potentially worth $700 million,
would be a significant step toward bringing an NFL team to Los Angeles".
January 31, 2011 | By Sam Farmer
Backers of a plan to build a football stadium in downtown Los Angeles are set to announce Tuesday that they have reached a naming-rights deal worth $700 million, which would be the most valuable such agreement ever and a significant step toward bringing an NFL team to Los Angeles.
AEG, the huge entertainment company that, among other holdings, owns Staples Center and the L.A. Live complex, plans to announce a 30-year agreement with Farmers Insurance. The deal would provide AEG's proposed project a crucial chunk of contractually obligated income, starting at $20 million for the first year and escalating incrementally every year after, according to individuals familiar with the negotiations but not involved in them. The stadium would be named Farmers Field.
NEW ESCONDIDO, CALIFORNIA [USA] HOSPITAL REPRESENTATIONAL STUDY EXHIBIT
SUBJECT HOSPITAL PROJECT |
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Though the campaign's main goal is to raise at least $55 million to help build the new hospital, foundation President Terence Green said this week that any extra funds would help pay for other parts of Palomar Pomerado's master plan, which calls for a new medical tower at Pomerado Hospital in Poway and for a range of other upgrades and satellite clinics.
As is often the case for hospitals, naming rights are a big part of the recent strategy for raising cash. A list of potential naming "opportunities" listed on the hospital foundation's Web site would make any NASCAR team owner proud. For $10,000, you can sponsor a nurses station; for $250,000, an operating room; for $5 million, the main lobby; for $50 million, the hospital's west wing; and for $300 million, the entire structure.
PPH ESCONDIDO COMPARATIVE OPLAT OFFSHORE INTERNATIONAL AIRPORT
REPRESENTATIONAL NAMING RIGHTS STUDY EXHIBIT
OPLAT OFFSHORE INTERNATIONAL AIRPORT PLATFORM PROGRAM 2011 - 2012
Naming rights for sale at downtown library By Craig Gustafson, UNION-TRIBUNE |
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NAMING RIGHTS BRIEF EXPECTATIONS LISTING
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Entire Building |
$ 20,000,000.00 US |
Auditorium |
$ 15,000,000.00 US |
Reading Room |
$ 10,000,000.00 US |
Main Entrance / Lobby |
$ 10,000,000.00 US |
Garden / Courtyard |
$ 5,000,000.00 US |
Special Collections Wing |
$ 5,000,000.00 US |
Various Locations |
$ 25,000.00 US Upwards |
The New Central Library will be downtown's community gathering place where San Diegans come to celebrate reading and culture, hear great music, appreciate art work and discuss critical issues. Inspired by the classic architecture of Balboa Park, this nine-story landmark building will not only serve the community's need for information, literacy and knowledge in the 21st century, but will be a new civic icon that embodies San Diego’s commitment to the future. San Diegans will be proud to show visitors this iconic structure, designed to foster social, cultural and educational exchange within its flexible spaces.
The San Diego Public Library welcomes gifts from individuals, corporations and charitable foundations to support the construction of the new Central Library.
Naming opportunities exist for the building and for many key and visible areas of this new San Diego resource. For more information on these opportunities, contact Jay Hill at [619] 238-5861.
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