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Item # 29
City of Santa Ana
20 Civic Center Plaza, Santa Ana, CA 92701
Staff Report
April 5, 2022
TOPIC: Proposed Partnership and Sponsorship Policies
AGENDA TITLE:
Resolution Approving the City of Santa Ana Partnership Policy; Resolution Approving the
City of Santa Ana Sponsorship Policy
RECOMMENDED ACTION
1. Adopt a resolution approving the City of Santa Ana Partnership Policy to establish
guidelines and procedures governing how partnerships between the City and external
entities transpire in an effort to expand or enhance programs and services the City
delivers to Santa Ana residents and visitors.
2. Adopt a resolution approving the City of Santa Ana Sponsorship Policy to provide an
effective framework for considering potential sponsorships that will enhance the
programs, events, and projects provided by the City to Santa Ana residents and
visitors.
DISCUSSION
About the Partnership Policy
The establishment of the proposed City of Santa Ana Partnership Policy is to ensure that
the City employs a strategic approach for considering potential partnerships that will
enhance programs and services provided to Santa Ana residents and visitors.
Partnerships shall be inclusive of the following elements: (1) Align with the City’s mission,
vision, or values; (2) Provide an equitable process for potential partners; (3) Maximize
available community resources; and (4) Encompass a broad spectrum of agreements and
strategies. This policy enables the City to be proactive, rather than reactive, when
presented with potential partnership opportunities.
Significant areas of the proposed Partnership Policy include the following:
TYPES OF PARTNERSHIPS
The types of partnerships are working agreements having (1) achievable mutual
interests between the City and partnering entities, (2) an increased likelihood of
the City and partnering entities achieving their respective mission, (3) the ability to
Proposed Partnership and Sponsorship Policies
April 5, 2022
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amplify reach within the community, and (4) an impactful community investment.
These partnerships can take the form of cash gifts and donor programs, improved
access to alternative funding, property investments, charitable trusts, labor,
materials, equipment, continued sponsorships, technical skills, and other forms of
value. The effective use of volunteers can also figure significantly into developing
partnerships. Some partnerships involve active decision-making, while other
partnerships take a more passive role.
GUIDING PRINCIPLES
The guiding principles serve as a framework for the City to consider potential
partnerships such as (1) mutual benefits and consistency with City policy, (2)
mitigated risk, (3) coordination, and (4) performance measurement and evaluation.
PARTNERING PROCESS
The partnering process describes the steps for the creation of a partnership with
the City.
EVALUATION PROCESS
The evaluation process includes determining whether the proposed partnership
meets the mission, vision or values of the City.
PARTNERSHIP AGREEMENTS
Partnership Agreements will include contractual language consistent with all
applicable City policies and ordinances and good business practices. Partnership
agreements shall be approved by the City Council.
EXCLUSIONS
The City reserves the right to reject proposed partnerships deemed inappropriate
or offensive in any manner.
About the Sponsorship Policy
The establishment of the proposed City of Santa Ana Sponsorship Policy is to provide an
effective framework for considering potential sponsorships that will enhance the
programs, events, and projects provided by the City of Santa Ana to its residents and
visitors. Sponsorships are cash or in-kind products and services offered by sponsors with
the clear expectation that an obligation is created. The recipient is obligated to return
something of value to the sponsor. The value is typically public recognition and publicity
or advertising highlighting the contribution of the sponsor and/or the sponsor’s name, logo
message, products or services. This policy addresses sponsorships, the agreements for
the procurement of the resources, and the benefits provided in return for securing those
resources.
Significant areas of the proposed Sponsorship Policy include the following:
GUIDELINES FOR ACCEPTABLE SPONSORSHIPS
Proposed Partnership and Sponsorship Policies
April 5, 2022
Page 3
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Eligible sponsors must be businesses, nonprofit groups, or individuals that
promote mutually beneficial relationships for the City. All potential sponsorships
must create a collaborative working relationship with the City, while taking into
consideration community benefits and contributions, knowledge, and potential or
perceived conflict of interest. All sponsorships should promote the vision, mission,
or values of the City.
APPLICATION SUBMISSION
The City shall compile and make available to the public a list of potential
sponsorship opportunities.
APPLICATION EVALUATION
In assessing sponsorship proposals, the City will consider established criteria.
SPONSORSHIP AGREEMENTS
Sponsorship agreements shall be evaluated on a case-by-case basis and will
include contractual language consistent with all applicable City policies and
ordinances and good business practices. Sponsorship agreements shall be
approved by the City Council.
EXCLUSIONS
The City reserves the right to reject proposed sponsorships deemed inappropriate
or offensive in any manner.
The full text of each policy is attached to this staff report, along with their accompanying
resolutions.
FISCAL IMPACT
There is no fiscal impacted related to this report.
EXHIBIT(S)
1. Resolution approving the Partnership Policy
2. Resolution approving the Sponsorship Policy
Submitted By: Lisa Rudloff, PRCSA Executive Director
Approved By: Kristine Ridge, City Manager
Resolution No. 2022-XXX
Page 1 of 2
RESOLUTION NO. 2022-XXX
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SANTA ANA
APPROVING THE PARTNERSHIP POLICY
WHEREAS, the City gets many requests annually to partner with various businesses,
companies and/or non-profit entities;
WHEREAS, the City desires to adopt a set of guidelines that will govern the evaluation of
partnership opportunities with the City and define the process for such partnerships; and
WHEREAS, the proposed Partnership Policy will be a clear and transparent way to outline
the process for partnering with the City for a wide variety of events and opportunities; and
WHEREAS, the City believes that partnerships will enhance programs and services
provided to Santa Ana residents and visitors.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Santa Ana as
follows:
Section 1. The Partnership Policy, attached as Exhibit A, is hereby approved.
Section 2. This Resolution shall take effect immediately upon its adoption by the City
Council, and the Clerk of the Council shall attest to and certify the vote adopting this Resolution.
ADOPTED this ___ day of April, 2022.
Vicente Sarmiento
Mayor
APPROVED AS TO FORM:
Sonia R. Carvalho, City Attorney
By:
Laura A. Rossini
Chief Assistant City Attorney
Exhibit 1
Resolution No. 2022-XXX
Page 2 of 2
AYES: Councilmembers
NOES: Councilmembers
ABSTAIN: Councilmembers
NOT PRESENT: Councilmembers
CERTIFICATE OF ATTESTATION AND ORIGINALITY
I, DAISY GOMEZ, Clerk of the Council, do hereby attest to and certify the attached Resolution
No. 2022-XXX to be the original resolution adopted by the City Council of the City of Santa Ana
on April___, 2022.
Date:
Daisy Gomez
Clerk of the Council
City of Santa Ana
Exhibit 1
City Manager’s Authorization
City of Santa Ana Partnership Policy
Date
[Month Day, Year]
1
City of Santa Ana
Administrative
Policies and Procedures
Purpose
The purpose of the City of Santa Ana (“City”) Partnership Policy (“Policy”) is to establish
policies, guidelines and procedures governing how partnerships between the City and
external entities transpire. The intent of a partnership is to expand or enhance programs
and services the City delivers to Santa Ana residents.
Definition
The establishment of this Policy is to ensure that the City employs a strategic approach for
considering potential partnerships that will enhance programs and services provided to
Santa Ana residents and visitors. Partnerships shall be inclusive of the following elements:
(1) align with the City’s mission, vision, or values; (2) provide an equitable process for potential
partners; (3) maximize available community resources; and (4) encompass a broad spectrum
of agreements and strategies. This Policy enables the City to be proactive, rather than
reactive, when presented with potential partnership opportunities.
Policy
1. TERMS GLOSSARY (Appendix A)
2. TYPES OF PARTNERSHIPS
The types of partnerships are working agreements having (1) achievable mutual
interests between the City and partnering entities, (2) an increased likelihood of the
City and partnering entities achieving their respective mission, (3) the ability to
amplify reach within the community, and (4) an impactful community investment.
These partnerships can take the form of cash gifts and donor programs, improved
access to alternative funding, property investments, charitable trusts, labor,
materials, equipment, continued sponsorships, technical skills, and other forms of
value. The effective use of volunteers can also figure significantly into developing
partnerships. Some partnerships involve active decision making, while other
partnerships take a more passive role.
2.1 Active Partnerships
Active partnerships include leases, contracts, sponsorship agreements,
marketing agreements, management agreements, joint-use agreements,
inter-governmental agreements, or any combination thereof. Proposed
partnerships considerations include, but are not limited to, facility, service,
maintenance, operations, program development, and other associated
needs.
2.2 Public/Private Partnerships
Exhibit 1
2
A public/private partnership is between a government entity and a private
company.
2.3 Public/Non-Profit Partnerships
A public/non-profit partnership is between a government entity and a non-
profit organization.
2.4 Public/Public Partnerships
A public/public partnership is between two government entities
2.5 Sponsorships
Sponsorships for facilities and programs is one type of beneficial partnership.
3. GUIDING PRINCIPLES
The guiding principles below serve as a framework for the City to consider potential
partnerships.
3.1 Mutual benefits and Consistency with City Policy
Both the City’s and the partner’s goals should be openly and clearly stated.
The City will strive to determine that a proposed partnership be mutually
beneficial to both parties. All partnerships shall be consistent with all
applicable policies and procedures set by the City.
3.2 Mitigated Risk
The partners, its employees, and potential subcontractors must comply with
all applicable laws, codes, rules, regulations and requirements pertaining to
the execution of the partnership.
3.3 Coordination
The City Manager or designee will align each proposed partnership with all
City departments identified as being crucial to the success of the associated
program or project.
3.4 Performance Measurement and Evaluation
At the outset of each partnership, a set of achievable performance measures
shall be established. At the conclusion of each project, a report evaluating the
project against the stated performance measures and any additional information
should be completed and forwarded to the City Manager’s Office or designee.
4. PARTNERING PROCESS
The partnering process describes the steps for the creation of a partnership with the
City.
4.1 Define scope of partnership, including a description of the community need,
partnership benefits, and general strategy, as well as the following:
4.1.1 Consistency of the goals of the proposed partnership with the
City’s mission, vision, or values, and core services.
Exhibit 1
3
4.1.2 Consistency with existing laws, along with the City’s policies
and practices.
4.1.3 Balance between the potential benefit of the partnership with
the level of risk assumed by the City.
4.1.4 Potential for actual or perceived conflicts between
demonstration partners’ and City’s goals or business practices.
4.2 Develop a Request for Proposal (RFP) to solicit desired partnership
opportunities.
4.3 The City Manager or designee, along with City staff members from the
participating City department, reviews all responsive proposals received through
a competitive proposal process.
4.4 Partnership Agreements shall be approved by the City Council.
5. EVALUATION PROCESS
The City Manager or designee shall make an initial determination as to whether the
proposed partnership meets the mission, vision or values of the City. If the proposed
partnership meets these initial evaluation criteria, then the City shall be responsible for
further evaluating the proposal and returning a recommendation to the City Manager
or designee for consideration. Should the proposal not meet the initial evaluation
criteria, then the City Manager or designee shall notify the proposer of the
determination.
6. PARTNERSHIPS AGREEMENTS
Partnership Agreements shall be evaluated on a case-by-case basis and will include
contractual language consistent with all applicable CITY policies and ordinances and
good business practices. Partnership Agreements shall be approved by the City
Council.
7. EXCLUSIONS
The City reserves the right to reject proposed partnerships that the City deems
inappropriate or offensive in any manner. The below partnerships will not be considered:
7.1 Promote practices that violate federal, state or local laws or regulations
7.2 Parties involved in a lawsuit with City
7.3 Promote drugs, alcohol, tobacco or tobacco-related products, gambling, or adult
materials or entertainment
7.4 Discriminate based upon a protected class or any other basis prohibited by
federal or state law
7.5 Prohibited by local, state or federal law or regulations
7.6 Include religious symbols, references or statements
7.7 Include political symbols, references or statements
7.8 Endorse products or services that do not comply with City policies or procedures,
or that violate federal, state or local laws or regulations
7.9 Derive their business from the sale of alcohol, tobacco or tobacco-related
products, firearms, pornography or sexually explicit goods or services
7.10 Appear to be in conflict with City policies, procedures, services, or products
7.11 Create or appear to create a conflict of interest or a potential conflict of interest
Exhibit 1
4
APPENDIX A
TERMS GLOSSARY
A. “City”: the City of Santa Ana
B. “City Land”: property owned, operated or leased by the City.
C. “Donation”: a monetary (cash) contribution, endowments, personal
property, real property, financial services, equipment, in kind goods or
services, or any other asset that the City has accepted and for which the
donor has not received any goods or services in return.
D. “Donation Policy”: an established City policy that encourages individuals to
donate to the City, which may increase the level of services provided to
residents.
E. “Facility”: a building or permanent structure that is located on land owned or
operated by the City.
F. “For-Profit”: an individual, organization or business that does not have tax-
exempt status under the Internal Revenue Code.
G. “Formal Proposal”: a proposal from a prospective partner submitted for
consideration through the City Manager’s Office.
H. “Partner”: a private entity, non-profit organization or other governmental
agency.
I. “Partnership”: a cooperative agreement between the City and one or more
partners to attain a common goal or purpose. Partnerships combine
complementary resources to either establish mutual direction or complete a
mutually beneficial project.
J. “Partnership Agreements”: several forms of formal agreements, such as
lease agreements, management and/or operating agreements,
maintenance agreements, intergovernmental agreements, or any other
agreements, as deemed appropriate by the City.
K. “Partnership Plan”: the procedural guidelines for implementation of
Partnership Policy.
L. “Private Party”: an individual, group or organization that excludes
participation by the public and is either not-for-profit or for-profit.
M. “Non-Profit Organization”: a tax-exempt organization as defined under
relevant sections of the Internal Revenue Code.
Exhibit 1
5
N. “Restricted Donation”: donations designated at donor request for a
particular City event, location, program or purpose.
O. “Sponsorship”: the relationship between a sponsor and the City, in which the
sponsor pays a cash or in-kind fee, in return for access to the commercial
potential associated with a facility, program or service.
P. “Sponsorship Policy”: an established City policy for considering potential
sponsorships that enhance and support the various programs and services
provided by the City.
Q. “Unrestricted Donation”: a donation to the City without any limitation upon
its use.
Exhibit 1
Resolution No. 2022-XXX
Page 1 of 2
RESOLUTION NO. 2022-XXX
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SANTA ANA
APPROVING THE CITY’S SPONSORSHIP POLICY
WHEREAS, the City gets many requests annually for sponsorship opportunities from
various businesses, companies and/or non-profit entities;
WHEREAS, the City desires to adopt a set of guidelines that will govern the evaluation of
sponsorship opportunities with the City;
WHEREAS, the proposed Sponsorship Policy will be a clear and transparent way to outline
the process for sponsoring available City events and/or obtaining other sponsors hip opportunities
with the City; and
WHEREAS, the City believes that sponsorships will enhance the programs, events and
projects provided by the City to its residents and visitors.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Santa Ana as
follows:
Section 1. The Sponsorship Policy, attached as Exhibit A, is hereby approved.
Section 2. This Resolution shall take effect immediately upon its adoption by the City
Council, and the Clerk of the Council shall attest to and certify the vote adopting this Resolution.
ADOPTED this ___ day of April, 2022.
Vicente Sarmiento
Mayor
APPROVED AS TO FORM:
Sonia R. Carvalho, City Attorney
By:
Laura A. Rossini
Chief Assistant City Attorney
Exhibit 2
Resolution No. 2022-XXX
Page 2 of 2
AYES: Councilmembers
NOES: Councilmembers
ABSTAIN: Councilmembers
NOT PRESENT: Councilmembers
CERTIFICATE OF ATTESTATION AND ORIGINALITY
I, DAISY GOMEZ, Clerk of the Council, do hereby attest to and certify the attached Resolution
No. 2022-XXX to be the original resolution adopted by the City Council of the City of Santa Ana
on April___, 2022.
Date:
Daisy Gomez
Clerk of the Council
City of Santa Ana
Exhibit 2
City Manager’s Authorization
City of Santa Ana Sponsorship Policy
Date
[Month Day, Year]
CITY of Santa Ana
Administrative
Policies and Procedures
Purpose
The purpose of the Santa Ana Sponsorship Policy (“Policy”) is to provide an effective
framework for considering potential sponsorships that will enhance the programs, events,
and projects provided by the City of Santa Ana (“City’) to its residents and visitors.
Definition
Sponsorships are cash or in-kind products and services offered by sponsors with the clear
expectation that an obligation is created. The recipient is obligated to return something of
value to the sponsor. The value is typically public recognition and publicity or advertising
highlighting the contribution of the sponsor and/or the sponsor’s name, logo message,
products or services. This Policy addresses sponsorships, the agreements for the
procurement of the resources, and the benefits provided in return for securing those
resources.
Policy
1. TERMS GLOSSARY (See Appendix A)
2. GUIDELINES FOR ACCEPTABLE SPONSORSHIPS
Eligible sponsors must be businesses, non-profit groups, or individuals that promote
mutually beneficial relationships for the City. All potential sponsorships must create a
collaborative working relationship with the City, while taking into consideration
community benefits and contributions, knowledge, and potential or perceived conflict of
interest. All sponsorships should promote the vision, mission, or values of the City.
The City expects any proposed sponsorship will have benefits for all involved parties,
including, but not limited to, benefits for the City and the community, and benefits for
the sponsor. Benefits for the sponsor may include the following: (1) print and electronic
media recognition; (2) press release mentions; (3) on-site and off-site signage
recognition; (4) access to VIP areas, receptions, or events; and (4) complimentary booth
space. Signage recognition information provided in the Sponsorship Agreement shall
be effective throughout the duration of the agreement and in accordance with Santa
Ana Municipal Code (SAMC) sections 41-871 and 41-872.
3.0 APPLICATION SUBMISSION
The City Manager’s Office or designee shall compile and make available to the
public a list of potential sponsorship opportunities. Preliminary proposals shall be
submitted to the City Manager’s Office for consideration and be in the format as
outlined in the Sponsorship Application.
3.1 Sponsorship Proposal
Exhibit 2
2
Entities interested in establishing a City-sponsor relationship must submit a
Sponsorship Application. The Sponsorship Application shall include a scope
of the proposed sponsorship, including, but not limited to, the following:
3.3.1 Description of organization and specific target market
3.3.2 Summary of sponsorship proposal
3.3.3 Sponsorship categories and events of interests
3.3.4 Benefits of collaboration
3.2 Categories of Sponsorships
The categories of sponsorships, listed in order of highest to lowest priority, is
as follows:
3.2.1 Primary Sponsor/ Citywide Event Program Sponsor
3.2.2 Title Sponsor / Interest Specific Event Sponsor
3.2.3 Presenting Sponsor / Single Event Sponsors
3.2.4 Sponsor / Event Contributor
3.2.5 Media Sponsor
3.2.6 Official Supplier
3.2.7 Co-Sponsor
4 APPLICATION EVALUATION
In assessing sponsorship proposals, the City will consider, as appropriate, the
following criteria:
4.2 Compatibility of prospective sponsor’s products, services and marketing goals
with the City’s mission, visions or values.
4.3 How proposed sponsorship supports current priorities, programs, and core
services of the City, as defined in the City’s current budget or other documents.
4.4 The proposed sponsorship meets a need identified by policies related to
provision of services and programs, the adopted City budget, or City policies. In
addition, the proposed sponsorship enhances current City priority programs
and/or core services by providing additional programming, financial and/or in-
kind resources, community outreach, volunteers, or other tangible support at
least equivalent to the City’s contributions, or reduces General Fund
expenditures.
4.5 Compatibility of sponsorship marketing benefits and temporary advertising with
design standards or visual integrity of City facilities and/or events as defined in
the City’s various policies and procedures relating to branding and style, the City
logo, Zoning Code, and any applicable provisions of the Santa Ana Municipal
Code.
4.6 Tangible and intangible benefits balanced for both the sponsor and the City.
4.7 The prospective sponsor is one of the following:
4.7.1 Incorporated 501(c)(3) nonprofit organization
4.7.2 California certified tax-exempt nonprofit organization
Exhibit 2
3
4.7.3 Public agency
4.7.4 For profit, commercial and/or private business; or individual committee
formally established by the City Council or an official City Board or
Commission
4.7.5 Established club, association or organized group, as determined by the
City Manager’s Office or designee that provides services and programs
directly to Santa Ana residents
4.8 Prior relationships with the sponsor and the City have been successful.
5 SPONSORSHIP AGREEMENTS
Sponsorship agreements shall be evaluated on a case-by-case basis and will include
contractual language consistent with all applicable City policies and ordinances and
good business practices. Sponsorship agreements shall be approved by the City
Council.
6 EXCLUSIONS
The City reserves the right to reject proposed sponsorships deemed inappropriate or
offensive in any manner. The below sponsorships will not be considered.
6.1 Promote practices that violate federal, state or local laws or regulations
6.2 Parties involved in a lawsuit with City
6.3 Promote drugs, alcohol, tobacco or tobacco-related products, gambling or
adult materials or entertainment
6.4 Discriminate based upon a protected class or any other basis prohibited by
federal or state law.
6.5 Include religious symbols, references or statements
6.6 Include political symbols, references or statements
6.7 Endorse products or services that do not comply with City policies or
procedures, or that violate federal, state or local laws or regulations
6.8 Derive their business from the sale of alcohol, tobacco or tobacco-related
products, firearms, pornography, or sexually explicit goods or services
6.9 Appear to be in conflict with City policies, procedures, services, or products.
6.10 Create or appear to create a conflict of interest or a potential conflict of
interest.
APPENDIX A
TERMS GLOSSARY
A. “City”: the City of Santa Ana.
B. “Citywide Event Program Sponsor”: supporting all City of Santa Ana
events or combination of various events during the year.
C. “Co-Sponsors”: a sponsor of the same program or service as another.
Exhibit 2
4
D. “Donation”: a monetary (cash) contribution, endowment, personal property,
real property, financial services, equipment, in kind goods or services, or any
other asset that the City has accepted and for which the donor has not
received any goods or services in return.
E. “Event Contributor”: contributing supplies, in-kind services, and assistance
with event programming.
F. “In-Kind Sponsorship”: payment of a sponsorship fee in goods or services
rather than cash.
G. “Interest-Specific Event Sponsor”: event programming for an interest-
specific program category during the year. Category sponsorships are ideal
for companies and organizations interested in aligning their brand with a
specific or niche target market.
H. “Media Sponsor”: television and radio stations, print media, and outdoor
advertising companies that provide cash, or more frequently, advertising time
or space, in exchange for official designation of a facility, program or service.
I. “Official Supplier”: a company or organization that pays a premium or
provides substantial economic benefit in exchange for the right to be the sole
advertised provider of goods or services provided to the City.
J. “Presenting Sponsor”: the sponsor that has its name presented just below
that of the sponsored facility, program or service.
K. “Primary Sponsor”: the sponsor providing the largest contribution and
receiving the most prominent recognition.
L. “Single Event Sponsors”: a sponsor that supports one event of their choice
during the year. Sponsorship benefits vary depending on event.
M. “Sole Sponsor”: a company or organization that has paid to be the only
sponsor of a facility, program or service.
N. “Sponsorship”: the relationship between a sponsor and the City, in which the
sponsor pays a cash or in-kind fee, in return for access to the commercial
potential associated with a facility, program or service.
O. “Sponsorship Fee”: a payment made by a sponsor to the City.
Exhibit 2