DEPARTMENT OF RECREATION AND PARKS: SALE OF ADVERTISING SPACE

4-D
DEPARTMENT OF RECREATION AND PARKS:
SALE OF ADVERTISING SPACE

Problem Identification:
The limited General Fund resources available to support the Department’s operations necessitates the examination of every viable option to create new revenue streams.

Recommended Action:
Generate new revenues by selling advertising space in City recreation centers and park facilities.

Classification:
Revenue Enhancement

Functional/Operational Area:
All Department Operations

Estimated Annual Impact:
A survey of area indoor sports arenas and soccer fields indicates that advertising space can be marketed at relatively good rates. The soccer facilities and ice rinks have approximately 300 available advertising spaces. Rates for the spaces average $1,000 per year. With a rental rate of 75 percent for the 300 spaces, this would generate up to $225,000 per year.

Estimated Implementation Costs:
Proper marketing and sales would take a half time position along with some promotional costs. Estimated costs $30,000.

Barriers to Implementation:
None

Projected Implementation:
Ongoing

Next Steps:
Identify a staff member to manage the marketing and sale of advertising space. Approach local advertising firms and seek pro bono technical assistance to help design a campaign.

Analysis:
The citizens who utilize the Department’s services comprise a major market of consumers that advertisers are interested in reaching. Advertising sponsorships and the sale of advertising space inside facilities and at Department-sponsored events could be potentially lucrative sources of new revenues. Additionally, this recommendation represents another opportunity to make the Department more self-sufficient through the generation of new revenues to support operating costs.