Sponsorship of floral displays

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A decision made (02.03.06) to support the principle of sponsorship of floral displays.

Subject:	Sponsorship of Floral Displays
Decision Reference:	MD-T-2006-0017	Exempt clause(s):		N/A
Type of Report (oral or written):	Written	Person Giving Report (if oral):		N/A
Telephone or e-mail Meeting?		Report File ref:		I:Minister:2006:Ministerial Decisions:MD 0017 Sponsorship of Floral Displays
Written Report Title:	Sponsorship of Floral Displays	Written report – Author:		Derek Noble Manager Parks and Gardens
Decision(s): To support the principle of sponsorship of floral displays and to instruct officers to explore opportunities for sponsorship. To support the principle that the charge for the sponsorship of a floral display always equates to net nil cost to the department.
Reason(s) for decision: To provide a policy on the sponsorship of floral displays and a principle for charging.
Action required: For officers to advertise, seeking expressions of interest for the sponsorship of a floral display and to write to those companies who have already expressed an interest to advise them of the department’s policy relating to this matter. For officers to explore further opportunities for sponsorship.
Signature: (Minister/ Assistant Minister)			Date of Decision:

Sponsorship of floral displays

TRANSPORT AND TECHNICAL SERVICES

SPONSORSHIP OF FLORAL DISPLAYS

Purpose of the Report

The department has been approached by three companies expressing an interest in sponsoring a floral display on one or more of the department’s roundabouts. The department also provides three carpet bedding displays which could also be considered for potential sponsorship. The purpose of this report is to seek the Ministers approval for the sponsorship of floral displays in both these areas and for that approval to form the basis of a policy for the sponsorship of floral displays.

Background

Roundabouts

The Parks and Gardens Section of Transport and Technical Services currently maintain five roundabouts throughout the Island, these are:

· West Park

Currently under grass.

· Green Street

Recently re-landscaped and currently under grass and trees. The bedding display that was at the entrance of Snow Hill Car Park has been replaced with shrubs and a small bedding display will instead be provided on the roundabout in 2006.

· Queen’s Road

Currently under grass and trees

· Airport junction

Currently under groundcover. There are plans to re-landscape the area this winter with more attractive groundcover.

· Overpass

Recently re-landscaped with shrubs and palm trees.

Budget cuts over the last ten years have resulted in these areas changing from landscaping that was labour intensive to something that is simpler and less time consuming to maintain. Whilst this has reduced costs, it has resulted in rather austere roundabouts with limited visual appeal.

Carpet bedding displays

Parks and Gardens provide carpet bedding displays, two at Howard Davis Park and one at Devon Gardens, Gorey. These displays change from year to year and normally commemorate a special event for a charity, for example next year there will be a display commemorating the 70th anniversary of the National Trust for Jersey. These displays are offered on a first come, first served basis and are provided at nil cost to the charity concerned.

In undertaking the FSR of Parks and Gardens, consideration was given to discontinuing these displays. However, it was decided that although labour intensive and costly, they provide important focal points to the entrance of Howard Davis Park and to Gorey Gardens and should be continued.

Discussion

Opportunities for Sponsorship

Roundabouts

In the UK, local authorities regularly receive sponsorship for their roundabouts, normally using a marketing company to market the roundabouts on their behalf. For example, Cardiff County Council Parks Service employs ‘Marketing Force’ to find sponsors for a portfolio of forty-five sites. Sites are ‘sold’ for one year at a rate that reflects the market value of the site. This market value is usually determined by the proximity of the site to large stores and traffic and pedestrian flow. Marketing Force takes 40% of income received and the Council 60%.

The costs of producing the advertising signs are the responsibility of Market Force.

Of the five roundabouts maintained by Parks and Gardens, Green Street, Queen’s Road and possibly West Park roundabouts are considered suitable for formal bedding displays and therefore offer the best opportunity for sponsorship. However, the Airport roundabout and the Overpass may also attract sponsorship for the existing landscaping or for improved landscaping of existing themes.

Geomarine Limited - civil engineers, Capita Symonds – project managers and Bromley Sanders – recruitment specialists, have already expressed an interest in sponsoring floral displays on one or more of these roundabouts in return for some recognition.

Carpet Bedding Displays

There are potentially two options to consider for the sponsorship of carpet bedding displays at Howard Davis Park and Devon Gardens, Gorey.

· Sponsorship of a carpet bedding display depicting a corporate logo, this is not recommended, or

· Sponsorship of a carpet bedding display depicting non-commercial design. (This could be the sponsorship of a charities display).

Potential Charges

It is proposed that the principle of charging is based on a “nil cost” basis to the department. This essentially means that, regardless of which sponsorship scenario is being considered, it will result in no additional cost being incurred by the department.

Examples of possible scenarios are as follows:

· Contribution from a sponsor to the costs of all, or part, of an existing display which is already funded by the department. Result - no additional cost to the department.

· Contribution from a sponsor to the enhancement of an existing display which is already funded by the department. Result - no additional cost to the department.

· Contribution from a sponsor to the full cost of new display. Result - no additional cost to the department.

The sponsoring company would be responsible for the provision and erection of sign boards which would have to meet the department’s requirements.

Income from roundabout sponsorship in the UK can range from £1,000 per annum for a small planted site up to £10,000 per annum for a major roundabout at a key location.

Expenditure against potential Income

Income derived from the sponsorship of existing floral displays would be direct income as costs are already being incurred in the provision of that display. However, where sponsorship is for something over and above any existing displays, income would be offset against the additional expenditure incurred.

As an indication of associated expenditure and therefore potential income, it is estimated that the costs of providing and maintaining a bedding display on Green Street and Queen’s Road roundabout will be in the region of £3,000. Carpet bedding displays cost approximately £5,000 to £7,000 depending on the intricacy of the design.

It is recognised that in certain scenarios there may not be any direct financial gain, however, sponsorship could provide opportunities to improve the visual quality of these areas.

Signage

In taking these proposals forward, the type of signage that is used is crucial, as it is doubtful if there would be any attraction for sponsors without some form of acknowledgment. However, this should not be seen as a direct advertising opportunity for the sponsor but rather an opportunity for them to receive some recognition for contributions towards the display.

With signage on roundabouts there are issues concerning road safety. The Traffic Policy section has advised that provided any sign is in a position that does not impede the required visibility lines and the sign is relatively discreet, there should not be a problem. They have suggested that there should be a standard sign that reproduces the sponsors name in a standard format rather than an advert in the corporate style of the company. This may be feasible, however part of the attraction for sponsors may be the opportunity to display their own design.

Small, discreet signs would be required not only to meet safety issues but also to limit any criticisms of the proliferation of signs.

The same principles should apply to carpet bedding displays.

Planning Permission

Planning and Building Services have advised that they accept the principle of erecting the signs as proposed; however, a formal planning application would be required for each sign.

Other opportunities

Currently only sponsorship of roundabouts and carpet bedding displays are being considered. However, there may be opportunities to extend this to other landscaped areas in the future.

Recommendation

The Minister is recommended to support the principle of sponsorship of floral displays as detailed in this report and to instruct officers to explore opportunities for sponsorship.

The Minister is also recommended to support the principle that the charge for the sponsorship of a floral display always ends up with a nil cost to the department.

Reason(s) for Decision

To provide a policy on the sponsorship of floral displays and a principle for charging.

Action Required

For officers to advertise, seeking expressions of interest for the sponsorship of a floral display and to write to those companies who have already expressed an interest to advise them of the department’s policy relating to this matter.

For officers to explore further opportunities for sponsorship.

Written by:	Derek Noble, Manager, Parks and Gardens

Approved by:	Chris Sampson, Director, Municipal Services
DN/hg/55/11 20 February 2006