Naming Rights Marketing and Sponsorship Services

The Vendor is required to provide for naming rights marketing and sponsorship services.
- Property & Asset Inventory
• Documented inventory of all tangible and intangible assets associated with the naming rights opportunity, including the convention center name and signage, digital and physical branding placements, guest touchpoints, event spaces, loyalty program integrations, food and beverage outlets, and any co-located retail or entertainment venues.
• Identification of secondary sponsorship inventory that could be bundled or separately monetized in conjunction with the primary naming rights agreement.
- Naming Rights Valuation
• An independent, data-supported valuation of the naming rights using recognized methodologies, including but not limited to comparable transaction analysis, asset-based valuation, and audience impression modeling.
• Quantification of estimated annual impressions generated by the property across physical, digital, media, and event channels.
• Benchmarking of the proposed valuation against comparable naming rights agreements in the hospitality, entertainment, and commercial real estate sectors.
• Identification of factors that may positively or negatively affect achievable pricing, including market timing, property location, brand recognition, competitive supply of naming rights inventory in the regional market, and the profile of anticipated guests and event attendees.
- Competitive and Market Context
• Assessment of current naming rights activity in the local and national hospitality market, identifying recent transactions, deal structures, pricing benchmarks, and activation expectations from sponsors.
• Review of corporate sponsorship spending trends relevant to the categories most likely to pursue naming rights, such as financial services, technology, healthcare, telecommunications, and consumer lifestyle brands.
• Identification of any market conditions, economic factors, or sector-specific dynamics that could affect sponsor interest, deal timing, or achievable terms.
• Deliverables for this phase shall include a written Market Assessment Report summarizing findings, valuation conclusions, and recommended asking price range with supporting documentation. The report shall be presented to the City prior to advancing to the Strategy Development phase.
- Naming Rights Package Design
• Development of a tiered naming rights offering that defines the full scope of sponsor entitlements, including primary naming rights, signage specifications, digital integration, hospitality benefits, event access, co-branding opportunities, and any exclusivity provisions.
• Recommendations on the structure of secondary and ancillary sponsorship opportunities that complement but do not conflict with the primary naming rights agreement.
• Definition of activation expectations, including what the City can reasonably support in terms of sponsor visibility and brand integration across operations.
• Development of a sponsorship prospectus and marketing materials suitable for presentation to qualified prospects, including a property overview, audience and guest demographics, asset inventory, proposed entitlements, and valuation summary.