DATE: 03/18/2026
TO: Honorable Mayor and City Council Members
FROM: Community Services Department
2026-87
REQUEST FOR CITY COUNCIL ACTION
SUBJECT:
APPROVAL OF THE CITY PARK SPONSORSHIP PROGRAM AND REVISIONS TO
THE CITY PROPERTY NAMING RIGHTS AND HONORARY NAMING POLICY EXECUTIVE SUMMARY:
This staff report asks the City Council to approve the proposed City Park Sponsorship Program and cleanup revisions to City Council Policy 06400.001 - City Property Naming Rights and Honorary Naming.
RECOMMENDED ACTION:
That City Council:
a. Approve the City Park Sponsorship Program.
b. Approve cleanup revisions to Policy 06400.001- City Property Naming Rights and Honorary Naming.
BACKGROUND & HISTORY:
The City of Corona has previously recognized philanthropic contributions and community support through honorary naming and sponsorship plaques at select facilities, including the Frances Aldama Martinez Community Room at the Library and recognition plaques at the Corona Animal Shelter. While these efforts have honored valued contributors, the City does not currently have a comprehensive, tiered sponsorship structure aligned with major capital investments such as City Park.
As City Park progresses toward construction and activation, it presents a unique opportunity to formalize a sponsorship and naming rights program that strategically aligns with the scale, visibility, and anticipated visitation of its amenities. The City Park Sponsorship Program introduces structured tiers, including Crown and Diamond Tier opportunities, along with corporate sponsorships, community sponsorships, and in-kind donation options.
Comparable agencies have successfully implemented similar models. Cities such as Riverside, Rancho Cucamonga, Irvine, Temecula, San Diego, Huntington Beach, and Lake Forest have leveraged naming rights and sponsorship programs to secure private investment, reduce public costs, and foster long-term community partnerships. These programs typically include defined agreement terms, Council approval processes, and structured recognition standards.
The City Property Naming Rights and Honorary Naming Policy establishes a clear governance structure for naming, renaming, and sponsorship recognition of City amenities, including defined contribution thresholds of no less than 50% of the cost of the asset, ethical standards, term limits (no perpetual naming rights), and City Council discretion.
ANALYSIS:
The proposed City Park Sponsorship Program is designed to create a sustainable funding strategy that leverages public/private partnerships to enhance amenities while reducing the financial burden on taxpayers. By introducing a structured, tiered approach to naming rights and sponsorships, the City can align recognition opportunities with the visibility, scale, and anticipated use of City Park amenities.
Crown Tier naming rights are the highest tier and reserved for the most prominent and high-traffic assets such as the Aquatics Center, Indoor Gymnasium, Splash Pad, Pump Track & Skate Park, Event Lawn, and Playground. This tier offers partners exclusive naming rights for a 15-year term, prominent signage, long-term brand association, ribboncutting ceremony, continuous recognition across City communication platforms, waived facility rental fee twice per year, and first right of refusal to renew naming rights after the initial term. These premier amenities are projected to attract significant visibility with 500,000+ visitors annually, making them highly valuable partnership opportunities with a strong community impact.
Diamond Tier naming rights provide an accessible yet meaningful sponsorship level for mid-sized amenities, including the conference room, classroom, fitness rooms, game room, and outdoor basketball courts. These partnership opportunities offer amenity naming rights for a 7–10-year term, moderate visibility with an estimated 100,000-500,000 visitors per year, professionally designed recognition signage, recognition in City marketing materials for defined terms, and first right of refusal to renew naming rights after completion of the initial term.
Other sponsorship opportunities available through the program include Corporate Sponsorships for specific features such as scoreboards, water slides, picnic shelters, and outdoor fitness equipment, as well as Community Sponsorships for smaller assets like benches, trees, drinking fountains, and donor wall recognition. The program also offers opportunities for In-Kind Donations of construction materials, landscaping, lighting, and service packages, and further expands opportunities for local participation and investment.
The Community Services Department will partner with Economic Development to help connect businesses with naming rights and sponsorship opportunities. Tailored outreach campaigns targeted at major Corona employers and state- and national-level companies will match businesses with compatible amenities to create meaningful partnerships based on mutual interests. Examples include matching sports/health companies with athletic and fitness amenities, and educational institutions with programming facilities.
The accompanying cleanup revisions to the Naming Rights and Honorary Naming Policy ensure that all sponsorship activities are governed by a clear, transparent, and ethically sound framework. The policy defines eligibility criteria, requires a financial contribution of no less than 50% of the asset's cost, establishes term limits with no perpetual naming rights, provides termination protections for the City, and requires public notice and City Council approval. By maintaining the City Council’s sole discretion over all naming decisions, the City safeguards community values while providing flexibility to pursue strategic partnerships. Collectively, the Sponsorship Program and policy revisions position the City to enhance park amenities, establish scholarship and resident access support funding, and secure long-term community investment that strengthens Corona’s recreational infrastructure without increasing the taxpayer burden.
FINANCIAL IMPACT:
There is no direct financial impact associated with the recommended action. Approval of the City Park Sponsorship Program and revisions to the Naming Rights and Honorary Naming Policy do not require the appropriation of additional City funds. Any sponsorships secured through the program will generate revenue or in-kind contributions that will help offset project capital costs and, where applicable, support ongoing program enhancements, thereby reducing the overall financial burden on the City.
ENVIRONMENTAL ANALYSIS:
This action is exempt pursuant to Section 15061(b)(3) of the Guidelines for the California Environmental Quality Act (CEQA), which states that a project is exempt from CEQA if the activity is covered by the commonsense exemption that CEQA applies only to projects that have the potential for causing a significant effect on the environment. Where it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment, the activity is not subject to CEQA. This staff report is for the approval of the City Park Sponsorship Program and policy revisions, and there is no possibility that approving this agreement will have a significant effect on the environment. Therefore, no environmental analysis is required.
PREPARED BY: MIRNA ROMERO, MANAGEMENT ANALYST II
REVIEWED BY: DONNA FINCH, COMMUNITY SERVICES DIRECTOR
ATTACHMENTS:
1. Exhibit 1 – Presentation
2. Exhibit 2 – City Property Naming Rights and Honorary Naming Policy – Clean Copy
3. Exhibit 3 – City Property Naming Rights and Honorary Naming Policy – Redline Copy