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Event Sponsorship - Council Policy

Sponsor: General Manager Communication & Marketing
Date Approved: 6 November 2002
Date Reviewed: 10 March 2008
File Reference: 13/1
Community Outome:

Vibrant and Creative
2.1 - It is recognised for its wide range of events, activities, attractions and entertainment for everyone including iconic events.

Objective

  • To ensure best value from Council's investment and that a fair and transparent process is used in allocation of the event sponsorship funds
  •  To strategically invest in events that position Hamilton as one of New Zealand’s premier events destinations
  • To further develop the range of existing events to maximise the economic and social benefits to the city and increase Hamilton’s reputation as a destination
  • Establish a brand leverage strategy for Hamilton to maximise exposure through signage, media partnerships and corporate sponsorship alliances.


Policy

To ensure the fund is allocated to a range of events with emphasis on strategically important ones.

Background
Hamilton City Council has a strategic goal to promote the city through the support of events in Hamilton. This strategy is based on positioning Hamilton as New Zealand’s premier events destination staging high-quality events, developing, retaining and supporting strategically important events, some of these being recognised as world-class. The attraction and retention of hallmark and special events in Hamilton is a key mechanism for promoting Hamilton and to draw visitors to the city. This policy supports Council's vision for a Vibrant Hamilton.

Criteria for assessing a request for event sponsorship from Hamilton City
The outlined criteria and processes by which the Council's event sponsorship fund will be allocated is intended to ensure that the ratepayer's investment in event sponsorship provides the maximum possible return for the city - not only financial, but also in social and cultural terms. A request for sponsorship must fulfil at least one of these criteria for consideration.

  1. Exposure and promotion for the city
    The event lifts the status, awareness or profile of Hamilton through the media exposure it receives (international/national & local). To help position Hamilton as New Zealand’s premier events destination. Provide proof of Hamilton’s positioning as a go-ahead, modern, achieving and well-balanced city.

  2. Economic benefits for the city
    The event adds to the number of people who would normally come into the city at that time thereby providing potential benefit to local businesses. Events that bring in new money and result in people staying in Hamilton are more desirable. Supports events that bring visitors to Hamilton.

  3. Promote pride and sense of place for Hamilton residents
    The event gives local residents and those living outside Hamilton, additional entertainment choice and recreational opportunities as well as creating a more vibrant and interesting local lifestyle.

Sponsorship Allocation
The sponsorship allocation should primarily be used to support events by sponsoring either professional organising help or the marketing of the event.

In special cases, the sponsorship would support one-off events but principally the sponsorship is for events that will stay in the city and be annual or recurring on a regular basis.

Hallmark Events
This policy recognises that there are a number of hallmark events in the city that will require on-going funding from the Events Sponsorship Fund due to the fact that they provide significant visitor numbers and destination exposure for the city. These events have become or are becoming strongly associated with Hamilton and the level of assistance provided to them will be determined during Council’s LTCCP process. These events will continue to be monitored annually and release of their funds from the Hallmark ’pool’ will be dependent on the agreed performance measures as outlined in each event’s contract. However, to ensure the continued growth and development of these events, Council commits to a 3-year funding plan for Hallmark events.

Event Support Levels
Hamilton supports a range of events and festivals, whether they are hallmark events, international events, special events, festivals, local events, community events, or local activities.

  • Hallmark events
    Council has committed to funding events in this category for a 3-year period.

  • Special events
    The Events Sponsorship Sub-Committee will allocate funds up to a maximum value of $100,000 to events that fall outside the Hallmark and Community Events category. Events requiring more than $100,000 of sponsorship are to be referred to full Council. Established events in this Special events category may be recommended to Council for movement into the Hallmark events status.

  • Community events - Sponsorship up to a value of $5,000
    This funding will cover opportunities that arise from time to time, to support smaller scale or community-focused events either in cash or value in-kind. Support may be by way of mechanisms such as:
    • Providing a City Council cross-street banner or similar 
    • Facilitating and organising road closures 
    • Contributing to venue costs 
    • Contributing to advertising, printing etc.

    • $40,000 per year is allocated for Community events. The General Manager Communication and Marketing will allocate this money under delegated authority (this authority may be further delegated within the Communication and Marketing Group). Guidelines for the allocation of Community Events sponsorship are appended to this Policy.

Applicant Requirements
Hamilton city receives many requests for sponsorship therefore allocation of funds is competitive.

The money is sponsorship, not a grant, and Hamilton City Council is to be treated as any other commercial sponsor would in terms of recognition and benefits. This would be negotiated on an individual basis.

Sponsorship allocations will be consistent with the criteria in the Events Sponsorship Policy.

Events Sponsorship Sub-Committee
Hamilton City Council's events sponsorship fund for Special events is allocated by the Events Sponsorship Sub Committee, which operates as a sub-committee of the City Development Committee with authority delegated from Council to allocate funds.

The Sub-Committee comprises two external community members, two Councillors (ideally members of the City Development Committee), and the General Manager of Communication and Marketing. Their role is to determine which events should receive funding under ‘Special Events’ category and to what value.

They will:

  • Provide objectivity in allocating the funds
  • Add experience and expertise in specific areas such as marketing, legal, financial, business and strategic planning.


A report to the City Development Committee will provide nominations for the Event Sponsorship Sub-Committee when replacements are required. The General Manager will assess all nominations against the policy criteria and make recommendations for consideration and appointment by Council through the City Development Committee.

Membership of the Sub-Committee will be reviewed every three years following the triennial local government election. It is envisaged that no Councillor or community member will serve on the sub committee for a period longer than six years, but the sub committee membership is at Council’s discretion. Attention should be given to the overall composition of the Events Sponsorship Sub-Committee to ensure that where possible there is a balance of skills, gender and backgrounds.

Should any member have a conflict of interest in a particular event, they would need to declare that interest and step down from any discussion and voting. Staff of the Communication and Marketing Group will offer advice and support to the sub committee enabling it to carry out its role.

To ensure the confidentiality of proposals and ongoing fairness, sub committee members will be asked to sign a confidentiality agreement.

Fund Allocation Process
Fund allocations will be made three times each financial year (July, October and March). The times and application process will be publicly advertised one calendar month in advance of the closing dates.

Each Sub-Committee member will receive a copy of the proposals to be discussed two weeks prior to the meeting. The Sub-Committee, who will decide the events to be funded, the level of funding, and any specific requirements or conditions, will evaluate each proposal.

The Sub-Committee’s decisions will be reported to the City Development Committee for noting. In addition, funding decisions for Community events made under staff delegations will also be reported to the City Development Committee for noting.

If a decision on sponsorship needs to be made outside the funding rounds, and funds are available, recommendation for sponsorship will be made to members of the Events Sponsorship Sub-Committee by the general manager Communication and Marketing. If funds are not available and the event warrants supporting, then recommendation will be made to Council for a decision on funding.

Previous Review Date:

20 September 2006
6 July 2005

Please find attached the Guidelines for Eligibility of Funds for Community Events.