HomeMy WebLinkAboutOES 39-02
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REPORT TO THE
Finance & Operations Committee
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Report Number: OES 39-02
Date: October 8, 2002
From:
Everett Buntsma
Director, Operations & Emergency Services
Subject:
Shadowland & Associates on behalf of Pickering Hockey Association
(PHA) and Durham West Girls Hockey Assoc., (DWGHA) (The Partners)
Proposal for fund raising to finance share of the new third pad,
Don Beer Sports Arena
File: CO1000
Recommendation:
1. That OES 39-02 Report regarding Shadowland & Associates proposal be
received; and
2. That the Council of the Corporation of the City of Pickering endorse the concepts
of fundraising outlined in the proposal; and
3. That the Council authorize the appropriate staff of the City to co-ordinate with
Shadowland & Associates for the naming of various components of the Don
Beer Arena; and
4. That the Council authorize the Mayor and Clerk to enter into agreements
respecting the naming and donations related thereto.
Executive Summary:
In 2002 Council passed Resolution #61/02 Appendix #11 authorizing the
commencement of construction for the third ice pad at Don Beer Sports Arena.
This was approved subject to The Partners contributing $1.5 million to the construction.
As part of the SuperBuild funding commitment $500,000 of the SuperBuild grant was
assigned to the $1.5 million of The Partners commitment. The balance of $1 million
must now be raised through corporate and community sponsorship and donations.
The partners have already paid $165,000 of this $1 million commitment.
The balance will be raised through the sale of sponsorship opportunities in the facility
and community donations.
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Report OES 39-02
Date: October 8, 2002
Subject: Shadowland & Associates
Page 2
Shadowland & Associates have been contracted by The Partners to market the
fundraising drive.
Financial Implications:
Revenue - $1 million
Background:
A business plan was presented to Council in 2000 by the Partners for the addition of
one ice pad to the Don Beer Sports Arena to meet immediate needs of the community
for more ice time.
The Partners propose to fundraise up to 50% of the cost to a maximum of $1.5 million.
Since that time Council has endorsed the business plan and approved the construction
of the additional ice pad on the condition that the partners contribute the $1.5 million as
per the business plan. To-date, $165,000 has been contributed by the partners.
The partners in an effort to raise the additional funding have contracted Shadowland &
Associates to assist with their fundraising efforts. Shadowland & Associates are
proposing several programs to meet the objective.
Part of the proposal includes the naming of the facility and components thereof, staff
are seeking Council approval to authorize Shadowland & Associates to act on behalf of
the Partners to sell various sponsorships for components of the facility.
Staff will screen all proposed sponsorships to ensure that the sponsors recommended
are consistent with the values of the community. No tobacco or alcohol advertising or
sponsorship will be permitted.
All staff endorsed sponsors will be required to enter into a three party contract with the
sponsor, the partners and the City.
The Mayor and Clerk will execute all agreements that meet the expectations of the City.
Staff will make recommendations only, with final approval to be from the Mayor on
behalf of Council.
The City will maintain the advertising rights it presently controls for the existing two ice
pads at the Don Beer Sports Arena.
Report OES 39-02
Date: October 8, 2002
19
Subject: Shadowland & Associates
Page 3
Attachments:
1.
Letter from Jennifer Sprout, President of Shadowland & Associates
verett Buntsma
Director, Operations & Emergency Services
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Attachments
Copy: Chief Administrative Officer
Recommended for the consideration of
Pickering City Council
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October 7, 2002
Mr. Everett Buntsma
Director, Operations & Emergency Services
Road, Parks, Recreation, Transit, Fire Dept.
City of Pickering
1 The Esplanade
Pickering, Ontario
Dear Mr. Buntsma,
Re:
Don Beer Fundraisio2 Committee and Proposed Sponsorship Pro2ramme
Shadowland & Associates has been retained by the Don Beer Fundraising Committee to assist
with developing a sponsorship programme designed to raise $1 million for the building of the new
Don Beer Arena ice pad. To this end, Shadowland & Associates has created a two-fold
marketing and sponsorship campaign which will be aimed at the residents, both corporate and
residential, of the City of Pickering over the next six to eight months. The Corporate Campaign
will target the corporate community and is intended to raise a significant percentage of the
campaign goal. The Community Campaign will concentrate on the local community, raising
monies through a variety of special events geared to the general populace.
Corporate Campaign
The Corporate Sponsorship Campaign will endeavour to raise money through a combination of
corporate sponsorship/donation and community sales. Three sponsor levels have been set with
naming rights within specified areas of the new arena: Platinum Sponsor (naming rights of the
complex): $250,000; Gold Sponsor (naming rights of the new ice pad): $100,000; Silver Sponsors
(total of six for naming rights of new dressing rooms): $25,000.
Each of the sponsorship packages will give the sponsor signage rights and recognition within the
building. All proposed signs will be approved prior to presentation to any potential sponsor by
your department for size, durability and content. Sponsor agreements will be three-party
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agreements between the Sponsor, the Don Beer Fundraising Committee, and the City of
Pickering. All Agreements will be vetted through City lawyers prior to presentation to the
Sponsor. Naming rights for each of the sponsors will be for a 25-year duration.
Community Campaign
The Community Sponsorship Campaign will endeavour to raise the balance of the necessary
monies through the creation and sale of tickets to special events. The community campaign will
be structured to appeal to anyone/everyone in the community, regardless of their links to minor
hockey or the new ice pad. Tickets for these special events will be sold through TicketMaster.
An extensive advertising and promotional media campaign will target residents throughout
Durham Region.
Our proposed special events include:
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a professional skating show featuring Olympic Champions and World-class skaters to be
produced locally; amateur skaters (i.e. Canadian Junior Champions) will be featured as
part of the show, as well as up and coming talent fÌ"om the local skating clubs. This show
is due to be staged during the Christmas break;
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a large-scale entertainment show featuring well-known Canadian entertainers for a one-
night rock concert at a local venue;
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a house and car lottery aimed at residents of Pickering-Ajax; this will be a chance to win a
new house and car in a new subdivision, built by one of the local builders; tickets will be
sold for $100, with a maximum of 10,000 tickets sold and will be sold through
TicketMaster;
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wall of recognition: this event is aimed particularly at hockey families who will be given
the opportunity to purchase a commemorative puck with their names engraved on the
puck; these pucks will be incorporated into a mosaic picture creating a Wall of
Recognition at the new arena
We anticipate that the marketing and promotion of these events and sponsorship packages will
begin November 1, and will continue until June 1, 2003. It is our intention to work closely with
the Municipality to ensure that all appropriate guidelines are maintained for all our campaigns.
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I would be pleased to provide you with any additional information or comments that you require.
I can be reached at 905-372-3261, or e-mailed atjsprout@cogeco.ca.
Thank you for your assistance, and I look forward to the opportunity to work with you and your
staff on this project.
Sincerely,
Shadowland & Associates
marketing and special events experts