CC Resolution 2024-005 Sponsorship PolicyRESOLUTION NO. 2024 — 005
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
LA QUINTA, CALIFORNIA, ADOPTING A SPONSORSHIP
POLICY
WHEREAS, sponsorship policies provide guidelines to City employees for the
consideration and acceptance of sponsorship opportunities; and
WHEREAS, the City Council finds it appropriate to establish a sponsorship policy
to create uniform guidelines for vetting sponsorship opportunities pertaining to City events
and programming, City projects, and City sites; and
WHEREAS, the sponsorship policy details the criteria and eligibility requirements
for potential sponsors; and
WHEREAS, said policy shall be adopted by resolution; and
WHEREAS, the ability to accept, deny, or modify sponsorships are acts taken
solely for the common benefit of the City and its citizenry.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of
La Quinta, California, as follows:
SECTION 1. The Sponsorship Policy attached hereto as Exhibit A, and incorporated
herein by reference, shall govern the consideration and vetting of sponsorship
opportunities in a matter that is for the common benefit of the City.
SECTION 2. This Policy, as applicable shall constitute the procedures and rules
governing the consideration of sponsorship requests.
SECTION 3. Severability. If any provision of this Resolution or the application therefore
to any person or circumstance is held invalid, such invalidity shall not affect other
provisions or applications of this Resolution which can be given effect without the invalid
provision or application, and to this end of the provisions of this Resolution are severable.
The City Council hereby declares that it would have adopted this Resolution irrespective
of the invalidity of any particular portion thereof.
SECTION 4. This Resolution shall become effective upon its adoption.
PASSED, APPROVED, and ADOPTED at a regular meeting of the La Quinta City
Council held on this 20th day of February 2024, by the following vote:
Resolution No 2024 — 005
Sponsorship Policy
Adopted: February 20, 2024
Page 2 of 8
AYES: Councilmember Fitzpatrick, McGarrey, Pena, Sanchez and Mayor
Evans
NOES: None
ABSENT: None
ABSTAIN: None
ATTEST:
f
MONIKA RAD EIVA,Clerk
City of La Quinta, Ci ornia
APPROVED AS TO FORM:
WILLIAM H. IHR E, City Attorney
City of La Quinta, California
LINDA EVANS, Mayor
City of La Quinta, California
Resolution No. 2024 — 005 EXHIBIT A
Sponsorship Policy
Adopted: February 20, 2024
Page 3 of 8
CITY OF LA QUINTA SPONSORSHIP POLICY
1. POLICY
1.1 The City of La Quinta (City) considers Sponsors that assist the City in:
a. Meeting community needs;
b. Protecting public interests in the short and long term;
c. Supporting community programs and events;
d. Improving City facilities and/or parks;
e. Providing opportunities that are open and accessible to all citizens of La
Quinta; and
f. Meeting City strategic plans, mission, core values, and priorities.
1.2 Sponsorships may be financial (providing funds to the City) or in-kind (providing
products or services to the City), in exchange for tangible and/or intangible
benefits to the sponsor.
1.3 Financial and in-kind sponsorships are appropriate for three broad types of City
activities and amenities:
a. Events and Programs Sponsorship — City -organized or events/programs
occurring on City property (e.g., sponsor for X -Park event, Concert Series,
or Wellness Center programs).
b. Projects — Specific City -sanctioned project (e.g., donation for a new splash
pad).
c. Site sponsorship — Specific City facility, park, amenity, or feature (e.g.,
funding or equipment for a Wellness Center computer lab).
1.4 Advertisement may be available through a Sponsorship Agreement, or through
limited advertising opportunities in certain City publications.
1.5 Sponsorship association with the City may not be utilized to the advantage of the
sponsor in any competitive bidding, contract, or other City related activity. The
City shall strive to ensure all entities and individuals that meet defined criteria
have equal opportunities to provide sponsorships.
1.6 Acceptance of a sponsorship by the City does not constitute nor imply
endorsement of any individual, entity, or product by the City of La Quinta.
1.7 Any revenue generated through event or program sponsorships should
contribute directly to offsetting event or program costs to the City.
Resolution No. 2024 — 005
Sponsorship Policy
Adopted: February 20, 2024
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1.8 The Sponsoring agency or individual must not grant a personal benefit, directly,
or indirectly, to any particular individual City officer or employee.
1.9 No materials, communications, or advertisements including, but not limited to,
print, signage, video, internet, broadcast, or display items developed to promote
or communicate the sponsorship, may use the City's name, seal, or logo without
express prior written approval of the City.
1.10 Sponsorships must not discriminate against any person on the basis of race,
color, creed, religion, sex, including gender identity and expression, sexual
orientation, age, marital status, ancestry, national origin, disability, or any other
classification protected under applicable state or federal laws.
1.11 Sponsorship recognition, signage, branding, publicity, and advertising in
conjunction with the Sponsorship Agreement must not contain the following:
a. Obscenity;
b. Pornography;
c. Incitement to imminent lawless action;
d. Speech presenting a grave and imminent threat;
e. Fighting words;
f. Fraudulent material;
g. True threats;
h. Defamatory, libelous, or slanderous material;
i. Solicitations to commit, or speech integral to, criminal conduct;
j. The promotion of drugs, cannabis, alcohol, tobacco, gambling, or adult
entertainment;
k. Political campaign speech, or speech that supports or opposes or appears
to support or oppose a ballot measure or initiative, or refers to any person
in or campaigning for public office; or
I. Religious speech that advocates or opposes a religion or religious belief in
violation of applicable federal or state laws.
1.12 The City retains its rights and discretion to exercise full control over the
placement, content, appearance, and wording of sponsorship recognitions,
affiliations, signage, and messages.
2. DEFINITIONS
2.1 Sponsor: any entity or individual that meets eligibility requirements under this
policy and is subject to a specific sponsorship agreement with the City.
Resolution No. 2024 — 005
Sponsorship Policy
Adopted: February 20, 2024
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2.2 Sponsorship: financial or in-kind gift to the City from an entity or individual for a
specific program, event, project, or site in exchange for tangible and intangible
benefits to the sponsor, as designated by agreement. Sponsorship does not
include grants, unsolicited donations, or any exchange for funds, goods or
services not designated by a specific sponsorship agreement.
2.3 Advertising: signage or content created by the entity or individual to promote a
product or service (placed in a purchased space as designated by agreement).
Paid advertising space may be available in certain City printed materials and
publications.
2.4 Temporary advertising: temporary display of corporate logos, branding or
advertising copy at a City event or on related materials associated with an event
or program, as designated by agreement.
2.5 Events: Large-scale activities for the benefit of the public, organized by the City
and/or held on City property, usually a single annual event or annual series.
2.6 Programs: Groups of services or activities developed and implemented by City
programming staff at City sites.
2.7 Projects: one-time City efforts, often with a product or defined end -result.
2.8 Sites: specific places, varying in scale from individual features or areas to an
entire park or facility.
2.9 Marketing benefits: opportunities provided to the sponsor for temporary visibility
of branding, products, name and logo on City property and/or materials.
2.10 City: The City of La Quinta, California
3. ELIGIBILITY
3.1 The City reserves the right to decline any request for Sponsorship if acceptance
is determined not to be in the best interest of, or would create a conflict of interest
for, the City, or would otherwise be in violation of any applicable federal, state, or
local law. This includes events and programs that conflict with or are duplicative
of events and programs already offered by the City.
3.2 Individuals, organizations and businesses generally ineligible for sponsorships
include:
a. Individuals or entities whose revenue is substantially derived from the sale
of alcohol, illegal drugs or illegal drug paraphernalia, firearms or weapons,
tobacco products, cannabis, gambling, or sexually explicit materials;
Resolution No. 2024 — 005
Sponsorship Policy
Adopted: February 20, 2024
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b. Individuals or entities that promote adult-oriented businesses;
c. Individuals or entities with the intent to act on behalf of, in support of, or in
opposition to any political candidate or ballot measure or advocate a political
position; and
d. Individuals or entities that would be prohibited from receiving a financial or
in-kind gift from the City pursuant to any applicable federal, state, or local
law or regulation, court order, or administrative decision.
3.3 Agreements with charitable, religious, and other public welfare organizations and
entities shall be considered, provided that such agreements with any charitable,
religious, or other public welfare organization comply with applicable federal and
state laws and regulations, including the City's obligation to comply with the
constitutional requirement not to endorse any religion, convey or attempt to
convey a message that a particular religion is favored or preferred, or promote
one religion or religious theory against another.
3.4 Nothing in this policy is intended to convert City events into public forums of
general speech and/or public expression, except as otherwise provided by law.
To the extent any City event, site, project, or program is designed for a specific
purpose or specific public message, such event, site, project or program shall
remain a non-public forum subject to the City's exclusive use and control. Nothing
in this policy is intended to prevent or limit the City from engaging in "government
speech," with which the City must be able to promote programs and espouse
policies in the public interest.
4. SOLICITATION OF SPONSORS AND ADVERTISERS
4.1 City Staff, designated by the City Manager, may seek sponsorship opportunities.
4.2 Site and project sponsorship opportunities will vary, and agreements are subject
to approvals pursuant to City law and policy.
4.3 Event and program sponsorship opportunities, including sponsorship levels and
fees, may be tailored to each specific event and program.
4.4 The City may hire a third party to solicit sponsors.
4.5 The Mayor, City Council members, and appointed Board and Commission
members are prohibited by law from soliciting sponsorships and shall not engage
in any conduct to solicit sponsorships.
Resolution No. 2024 — 005
Sponsorship Policy
Adopted: February 20, 2024
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4.6 The City may seek advertisers of products or services. Availability maybe limited,
and placement will be considered based on:
a. Suitability of advertiser for the location selected.
b. Location of advertiser, with priority given to La Quinta-based organizations
and businesses.
c. Standardized notification to the public, applicable to all sponsors, for the
promotion of the selected sponsors (e.g., "This City event is sponsored by
, located at ").
5. SPONSORSHIP AGREEMENTS — CONTENT
5.1 The City will enter into Sponsorship Agreements with potential sponsors. These
Agreements shall be approved as to content by the City Manager and approved
as to form by the City Attorney, and shall include, at the minimum, the following:
a. A detailed description of the sponsor's and City's obligations;
b. A detailed description of benefits based on program sponsorship level;
c. Terms and conditions, such as a temporary fully revocable license, for a
sponsor to use the City's logo on sponsor's promotional materials;
d. Conditions for termination of the Agreement; and
e. Insurance requirement in accordance with City policy.
6. SPONSORSHIP AGREEMENTS — REVIEW AND APPROVAL
6.1 Naming Rights and Sponsorship Agreements of $50,000 or above will first be
reviewed by City Staff with recommendations being forwarded to City Council for
approval.
6.2 Agreements with proposed funding of less than $50,000 require City Manager
(or designee) approval.
6.3 The following criteria shall be considered when reviewing potential sponsorships
and benefits to the sponsor:
a. Compatibility of prospective sponsor's products, services, and marketing
goals with the proposed City site, event, program, or project;
b. Awareness of the City's current priorities, programs, and core services, as
defined in the City's budget or other planning documents;
Resolution No. 2024 — 005
Sponsorship Policy
Adopted: February 20, 2024
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c. Compatibility and compliance of sponsorship (including
marketing/advertising materials) with design standards or visual integrity of
City facilities and/or events as defined in the City's Logo Policy, Zoning
Code, Municipal Code, Naming Policy, and the City's Brand Guidelines;
d. Balance of tangible and intangible benefits between the sponsor and the
City.