Agenda 01/08/2019 Item #11B01/08/2019
EXECUTIVE SUMMARY
Recommendation to accept a report on next steps in the Naming Rights process for Collier County
assets utilizing Superlative Group, Inc., and obtain any further Board of County Commissioners
direction necessary.
______________________________________________________________________________
OBJECTIVE: Review progress to date on Naming Rights project through The Superlative Group, Inc.
CONSIDERATIONS: On July 10, 2018 (Agenda Item 16F8), the Board of County approved
Agreement 18-7294 with The Superlative Group to develop a process to value certain assets owned by
Collier County and to approach private sector companies and individuals to consider sponsoring one or
more of those assets.
Superlative has completed the first phase of their engagement with Collier County. During the first phase,
Superlative has developed an Asset Inventory which includes valuation data, categories for sponsorship,
and opportunities for non-alcoholic beverage pouring rights at some of those County assets.
The first asset to be proposed for sponsorship is the new Amateur Sports Complex in Eastern Collier
County. Additional assets that have been considered and valued include Collier Area Transit and a
selection of Collier Regional and Community parks. Consideration will be made to keep signage in
compliance with the Collier County Code and out of the right of way to avoid any issues with marketing
or commercial signage in the right-of-way.
Superlative has identified in their research that the range of sponsorship fees from these named assets is
between $25,000 and $275,000 per year over a time frame of between 10 and 25 years. Superlative’s
research has also indicated other Counties and Municipalities that have sold naming rights and the price
and range of those sponsorship arrangements as follows:
Samples of Naming Rights sold by The Superlative Group in Florida.
1. Boombah Sports Complex - $750,000 over 10 years
2. Newton Family Aquatic Center - $2.5 million in perpetuity
3. Bonita Springs High School and Lee Health. Lee Health Stadium for $292,000 total over 5 years.
4. Estero High and FAST AC. FAST AC Field at Jeff Sommer Stadium for $32,688 total over 3
years.
5. Dunbar High School and North Law Firm. North Law Firm Stadium for $114,480 per year over 5
years.
6. Miami - Dade County and Coca Cola. Naming Rights sold for $7,000,000 over ten years for the
naming of Miami Beach.
The next step in the work that Superlative is contracted to perform for Collier County is to begin the sales
process of identifying potential sponsorship funding sources and delivering the sales presentations to each
of them. This process will include close communications with County staff and periodic reports to the
Tourist Development Council and County Commission. The final approval of any Naming Rights
Agreement shall be brought to the Board of County Commissioners.
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01/08/2019
The PowerPoint presentation attached outlines the Naming Rights process to date and the plan for the
sales phase.
FISCAL IMPACT: The contract with Superlative indicates a fee structure for their work to include:
A monthly fee of $7,500 payable for 20 months will compensate The Superlative Group for Phase 2 for
developing a strategic sales campaign for naming rights with companies or individuals for a total of
$150,000 over those 20 months.
A 17.5% commission per asset from the sale of Naming Rights or Sponsorships will compensate the
Superlative Group for the same 20-month period based on the gross revenue to the County from each
naming rights contract with each company or individual.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth Management Plan with this
Executive Summary
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. - CMG
RECOMMENDATION: To accept a report on next steps in the Naming Rights process for Collier
County assets utilizing Superlative Group, Inc and obtain any further Board of County Commissioners
direction necessary.
Prepared by: Jack Wert, Tourism Director
ATTACHMENT(S)
1. Superlative - Collier County Board Presentation DRAFT 1.0 (PPTX)
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01/08/2019
COLLIER COUNTY
Board of County Commissioners
Item Number: 11.B
Doc ID: 7580
Item Summary: Recommendation to accept a report on next steps in the Naming Rights process
for Collier County assets utilizing Superlative Group, Inc., and obtain any further Board of County
Commissioners direction necessary. (Jack Wert, Tourism Director)
Meeting Date: 01/08/2019
Prepared by:
Title: Tourist Development Tax Coordinator – Tourism
Name: Kelly Green
12/14/2018 9:25 AM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
12/14/2018 9:25 AM
Approved By:
Review:
Tourism Kelly Green Deputy Director Review Skipped 12/14/2018 9:30 AM
Tourism Jack Wert Director Review Completed 12/14/2018 9:55 AM
County Attorney's Office Colleen Greene Level 2 Attorney Review Completed 12/20/2018 10:07 AM
County Manager's Office Sean Callahan Executive Director- Corp Business Ops Completed 12/21/2018 8:52 AM
Office of Management and Budget Valerie Fleming Level 3 OMB Gatekeeper Review Completed 12/21/2018 10:09 AM
County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 12/21/2018 10:32 AM
County Attorney's Office Emily Pepin CAO Preview Completed 12/21/2018 11:23 AM
Budget and Management Office Ed Finn Additional Reviewer Completed 12/26/2018 1:04 PM
County Manager's Office Nick Casalanguida Level 4 County Manager Review Completed 12/27/2018 9:16 AM
Board of County Commissioners MaryJo Brock Meeting Pending 01/08/2019 9:00 AM
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Collier County
NAMING RIGHTS & SPONSORSHIP
VA LUATION SERVICES
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Packet Pg. 205 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming
Superlative Group
Introduction
Founded in 1994
Expertise:
Municipal Marketing
Naming Rights valuation and sales
Commercial sponsorship management
Single-source pouring rights
The Superlative Group has sold more than
$2 billion in Naming Rights and
Sponsorships since 1994
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Packet Pg. 206 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming
The Superlative Process
Impressions-based methodology
Use of available participant and attendee counts to calculate
impressions
Factor applied to account for “weighted impressions”
Industry standard ranges from 10-75% depending on type
of media
Outdoor media Cost Per Thousand (CPM) values based on
local media rates
For Collier County: $6.13 -$16.81
Benchmarking of sponsorship opportunities (attendance,
demographics, media rates)
Market research and comparative analysis with similar
programs throughout North America
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Packet Pg. 207 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming
Project Overview
Overview
The Project Te am conducted an Asset Inventory and Valuation for
Naming Rights and Corporate Sponsorships for Collier County’s
facilities and parks
•Asset Valuation
•Category Sponsorships
•Exclusive Non-Al coholic Beverage Pouring Rights
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Packet Pg. 208 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming
Asset Valuation Analysis
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Asset Valuation
Amateur Sports Complex
Main Stadium
Fieldhouse
Esports Stage
Collier Area Transit System
Regional Parks –North Collier and Sugden
Community Parks –Eagle Lakes, East Naples
and Golden Gate
Annual Fee Range:
$25,000 -$275,000
Minimum Term:
10-25 years depending on asset
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Packet Pg. 209 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming
Category Sponsorships
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District-Wide Opportunities that correlate a brand with that of Collier
County outside of traditional advertising and Naming Rights
Naming Rights Opportunities can be sold A l a Carte or blended in to category
partnerships
Entitlements may include:
Web recognition
Signage
Recognition in Marketing Materials
Activation Opportunities
Digital Advertising Inventory
Naming Rights
Ta rget Categories:
Single-Source Pouring/Vending
Rights
Automotive
Te chnology/Communications
Financial Services
Health Care
Energy
Sporting Goods/Equipment
Landscaping
Lighting
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Packet Pg. 210 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming
Select Naming Rights Benchmarks
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CITY FACILITY PRICE DURATION OTHER BENEFITS /
COMMENTS
Watertown, SD Prairie Lakes Health Center $2.2 million 25 years 100,000 square ft.athletic
and community facility
Cranberry Township, PA Dick’s Sporting Goods
Sportsplex $2 million 10 years 13 outdoor athletic fields
Plainfield Township, MI Art Van Sports Complex $2 million N/A
One-time donation to rename
79-acre baseball/softball
facility
Amherst, OH Mercy Health & Recreation
Center $2 million N/A Fitness center and indoor
aquatics
Rockford,IL Mercyhealth Sportscore 2 $2 million 10 years 180-acre sports complex
Rockford, IL UW Health Sports Factory $1.9 million 10 years 100,000 square ft. indoor
athletic facility
Woodbury, MN HealthEast Sports Center $1.8 million 14 years Indoor athletic facility with
150+ acre sports complex
Cary, NC WakeMed Soccer Park $1 million 3 years
150-acre athletic complex
including a 7,000 seat soccer-
specific stadium
To peka,KS Midwest Health Aquatic
Center $1 million 10 years Outdoor aquatic center and
pools
Bakersfield, CA State Farm Sports Village $1 million 2 years 170-acre sports complex with
30 total fields
Medford, OR U.S. Cellular Community Park $650,000 6 years 132-acre athletic complex
with 12 fields
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Packet Pg. 211 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming
Sales Approach
Goal
To maximize Collier County’s share of potential sponsorship
revenue over 10-25 years
Strategies
Exhaust contact database of TSG’s regional, national and
international corporate contacts, which is continually updated
Match the marketing needs of corporations with the logical and
most valuable assets
Final Sponsorship packages can be customized to fit Collier
County and Corporate sponsor needs
Collaborate closely with the client on recommendations and /
or existing relationships
Promote revenue-generating campaigns with a description of
the client’s assets and initiatives
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Packet Pg. 212 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming
Sales Approach
Create presentation material providing specific information for corporate
partners including:
Market / demographic data
Measured media value
Va lue justification for unmeasured media
Sponsorship benefits and options
Options for renewal
Financial investment
TSG also leads the following tasks:
Negotiation and Completion of Agreements;
Presentation of Corporate Partnerships to the Media;
Management of Contract Fulfillment;
Management and Audit of Ongoing Rights/Royalties;
Activation and Audit (Term of Agreement).
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Packet Pg. 213 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming
The Superlative Group, Inc.
921 Huron Road
Cleveland, OH 44115
(216) 592-9400
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Packet Pg. 214 Attachment: Superlative - Collier County Board Presentation DRAFT 1.0 (7580 : Collier County Naming