Sports Teams, Glendale Raptors a Community Touchstone

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Glendale Raptors a Community Touchstone

Advertising in sports has a long tradition.

For more than 100 years, Goodyear’s iconic blimp has been floating over sporting events. Wheaties has been stamping the image of top athletes on its famous orange boxes since the 1930s (Lou Gehrig was the first). Ohio University unveiled a first-of-its kind degree in sports marketing in 1966, and plenty other schools have followed.

Bits of trivia like those are fun, but the reality of advertising and sports is serious business. Connecting businesses to customers and potential customers through sports is a juggernaut industry, worth tens of billions of dollars annually. People partner with sports teams and stadiums to become part of the fabric of the sporting experience. Sports fans are loyal, and they respect loyalty. The in-game experience is a community event filled with excitement and memories in the making. These are exactly the types of situations businesses want to be part of. Glendale Raptors and Infinity Park have been working with companies large and small since 2007. The perspectives of some of these sponsors illustrate the various ways sports can serve a key role in a marketing strategy.

Establishing and maintaining visibility is a crucial, ongoing task. Terri Fisher is president of 5 Star Talent and Entertainment, Inc., which produces and organizes entertainment, from musical acts to ice sculptors to magicians to comedians and more. Fisher works to ensure that 5 Star’s advertising does more than plug the company name. She said it’s important to make people curious about what your business offers and then demonstrate to customers that they have shared interests with your business. Advertising with the Raptors “Is a form of advertising 5 Star without making a hard sell,” Fisher said. In a way, sports teams serve the role of a party host introducing guests to other guests; the team is something everyone knows and trusts. Instead of starting with skepticism or awkward conversation, guests begin with a mutual connection.

But not just any mutual connection will do. It’s key that the particular traits of that “mutual friend” jibe with the traits you’re looking to identify with. Jill Farschman, publisher of Denver Metro Media, said “rugby is a fast-growing sport, and Infinity Park is a world-class facility. Being associated with rugby and what’s happening with the sport means you’re innovative, leading edge.” She added that the Raptors consist of both a men’s and women’s team, a plus when trying to reach a broad demographic. Broad reach is important to Farschman, who publishes Washington Park ProfileLife on Capitol Hill, and Neighborhood Life.

Farschman is not alone in her assessment. Kirsten Kreiling manages marketing and communications for the Raptors. The diversity of rugby fans is a major selling point for many businesses. “Some people are surprised to find out that our fans are almost an even split between men and women.” The age range really varies widely: The family-friendly atmosphere and affordable tickets means that the rows of Infinity Park fill up with everyone from kids to grandparents.

Sports teams are adept at drawing a broad audience because they serve as a community touchstone—something everyone can rally around, talk about, and root for. Laura Nord, district manager for Potbelly Sandwich Shops, said that it was this role that stuck out to her when choosing to sponsor the Raptors. “Partnering with a neighborhood organization is most ideal for us, and the Glendale Raptors team is located closely to two of our sandwich shops and is a prominent attraction in the area. I hope our sponsorship reflects our passion behind connecting with the neighborhoods in which we are located.” Tiphane Gumpper, assistant community manager at Solana Cherry Creek has similar aims as she builds the name recognition of Solana’s apartment complex. “We are trying to build awareness and increase exposure to our new community in the area, and this was a great opportunity with the amount of people who attend events at Infinity Park.”

The various aims and goals sponsors have range from debuting a business for the first time to thanking longtime patrons of a cherished community institution. Partnering with a young, quickly growing team provides a level of personability and flexibility. Kreiling said she has several “pre-packaged” sponsorship levels as beginning points, however she added that “they are really just a starting point and a rough guideline for us to follow.” She said she strives to customize sponsorship packages in a way that will best position sponsors to achieve their goals. For example, “some sponsors, may not have much of a social media following, so offering them social media tagging really isn’t helpful to them. In cases like that, we look at some other types of fulfillment we can offer that will benefit the sponsor most.” For those companies for whom web presence is important, the Raptors can deliver that crucial element. Kreiling said the team’s various social channels have reached more than 3 million people. All the matches played in the stadium are live webcast, in addition to local fans not at Infinity Park, fans throughout the country and around the world are watching.

Reaching customers is not always easy. Despite a historic number of mediums through which to reach people it’s easy to get crowded out. It takes creativity to break through. Finding forums of memorable experiences, like sports stadiums, is a start. Match that with an organization who will work with you to get your message across, and you have a winning formula.

Photo by Seth McConnell

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Applicants must be 21 years of age or older. The City of Glendale shall have at least one business day after receiving application to review. The City of Glendale reserves the right to take additional time to review any application.

Full payment of rental fees and required deposits are required at the time of application. A deposit will be required prior to your event and will be returned within 30 days after your event as long as no damages are incurred. An employee from Infinity Park and/or the Glendale Public Works department will report on any damages or cleaning charges before your deposit will be returned.

Rental fees are charged for the entire reserved time which is to include set-up and tear down/clean up. Your group will be expected to vacate space promptly at end time listed on permit. Additional fees may apply based on the size and scope of event.

The City of Glendale reserves the right to: 1) amend the rental rules as needed to serve the best interest of the City; 2) relocate any meeting/activity based on unforeseen circumstances; 3) have a designated employee visit any activity site or require that the Glendale Police Department enforce the terms of this rental agreement; 4) terminate the permit at any time in the interest of public safety without refund of rental fees or deposit.

The City of Glendale assumes no liability for lost or stolen property on park premises or for personal injuries sustained on the premises during the permit holder’s activity.

Permits will be issued upon approval of application. Reservation notices will be posted on the day of the event.

Changes to date or site may be charged $25.00 per permit change.

Applications

Applications should be submitted at least 10 business days prior to requested date of use. Applications received within 24 hours of event/activity may be charged a $25 service fee. Payment and all applicable documents must besubmitted at least 5 business days prior to permit date. Depending on the nature of the activity, “applicable” documents may include an Athletic Organization Information Form, Waiver of Liability and/or Insurance Agreement.

All applications will be handled on a first-come, first-served basis and will be accepted via mail, fax or email. Payment must accompany application before being considered. Any application submitted without complete information and/or without payment will not be reviewed.

Mailing Address: Infinity Park Operations, 950 S Birch St., Glendale, CO 80246
Email: Park@InfinityParkatGlendale.com
Fax: 303-639-4611

Payment

By mail: Applications must be accompanied by payment: check (made out to “City of Glendale”), money order or Visa/MasterCard.

By email or fax: A credit card authorization form must accompany application.

Rental Guidelines, Terms & Conditions

1. Daily Park Hours: The Synthetic Turf Athletic Field at Infinity Park is available to reserve from 8:00 AM until 10:00 PM. The volleyball courts, as well as the pavilions and fields at Creekside and Mir Parks, are available to reserve from 8:00 AM until 9:00 PM. Use of all spaces may be limited to certain months of the year and select days of the week

2. Park Permit: A permit is required for any group activity (“group” is defined as activities with 10 or more people). The permit must be in the possession of the group while the site is in use. Permits are non-transferable and non-refundable. The City of Glendale reserves the right to change and/or revoke any permit and restrict activities in the park at any given time. Any violations of City of Glendale policies, rules, regulations, or guidelines may result in immediate revocation of permit. Use of any of the facilities described in this document without the appropriate authorization may result in fines and possible loss of future scheduling privileges.

3. Usage Priority: If a site has been permitted, the permit-holder has priority over other users. Contact Park Operations (number listed on permit) for any site issues.

4. Fees: Fees are due in full; deposits or partial payments are not accepted. Acceptable forms of payment include cash, check, and money orders (made payable to City of Glendale) or Master Card or Visa Credit Cards.

5. Attendee Conduct: The permit-holder is responsible for his/her actions as well as the actions of gathering attendees.

6. Restroom Facilities: Restroom facilities are taken on an “as is” basis and are not part of any reserved space.

7. Vehicular Access: Motorized vehicles are strictly prohibited. Roadways and parking areas are clearly marked and established. Driving beyond designated boundaries to load and unload equipment or transport goods is prohibited. Vehicles will be ticketed and towed at the owner’s expense.

8. Site Clean Up: It is the permit holder’s responsibility to clean up after each use. Trash must be properly disposed of in dumpsters or trash barrels (depending on the size and scope, certain permit holders may be required to provide additional trash receptacles/dumpsters). Ice may be placed in barrels or spread out on hard surfaces. Grills of any type are prohibited. Trash is not to be left in flowerbeds, on grassy areas, under/in trees, shrubs, vegetation, buildings, or structures. Excessive trash removal on the part of Infinity Park or the Glendale Public Works Department may result in forfeiture of deposit, fines and possible loss of future scheduling privileges.

9. Destruction of Property: It is unlawful for any person, other than authorized personnel, to mark, remove, break, or climb upon, or in any way injure, damage or deface trees, shrubs, plants, turf, or any of the buildings, fences, monuments, goal posts, or other structures or property within or upon the park.

10. Damage: Broken fences, seating, goals, or any potential safety hazards such as holes or broken sprinkler heads should be reported immediately to the phone number listed on the permit.

11. Glass Bottles/Containers: Glass bottles and containers are prohibited.

12. Alcoholic Beverages: 3.2% beer is the only alcoholic beverage allowed in the park, except under special licensing. Beer must be served in cans or from a keg in plastic cups. All State liquor laws apply. Alcoholic beverage sales, including purchased tickets, are prohibited, except under special licensing.

13. Dogs: Dogs must be on a leash at all times. Bag dispensers are provided, and dog owners are expected to clean up after their pets.

14. Amplified Sound: Amplified sound (i.e. P.A. systems, music) is prohibited without Assembly Permit or Special Event Contract.

15. Canopies and Tents: Tents, canopies and additional tables and chairs provided by groups using the parks/pavilions will be permitted. Staking is prohibited; weights, including water, lead and sand are allowed.

16. Signage: Signs, banners, party decorations, and canopies may not be attached to trees, shelters, light fixtures, or other park structures. Blocking areas, including sidewalks, parking lots, paths, and roadways is prohibited.

17. Prohibited Activities/Items: included, but not limited to: aircraft, air castles, carnivals, climbing walls, dunk tanks, fireworks, golf, horseback riding, hot air balloons, inflatable games, model airplanes, moon walks, petting zoos, pony rides, and search lights (some of these activities may be allowed with limited hours and Assembly City of Glendale 950 South Birch St, Glendale. CO 80246 Page | 6 permit or Special Event Contract). Weapons, including but not limited to such items as knives, firearms, bows and arrows, martial arts weapons, javelins, shot-puts, discus, and all other projectiles, are prohibited. All Federal, State and Municipal laws apply.

18. Admission: Charging admission or gate charges is prohibited, except under a Special Event or Assembly permit.

19. Gambling: Raffles, gambling, bingo, and games where money buys a chance are prohibited.

20. Grills: Mir and Creekside Park Pavilions: portable gas grills are allowed (permit holders may also use the grills located at the pavilions); Infinity Park: grills of all types – charcoal, gas, portable, etc., – are prohibited. Two (2) stationary, charcoal grills are located west of the pavilion.

21. Event Equipment Needs: The permit holder is responsible for providing all necessary equipment and services, including but not limited to activity-related equipment, canopies, tents, chairs, tables, scaffolding, portable toilets, hand sinks, water or water containers, trash receptacles, trash pick-up, recycling, and clean-up crews. All equipment and fixtures provided by permit holder must be temporary in nature and may not be affixed, attached or permanently change the condition of the playing surface.

22. Insurance: Insurance is required for reservations for 100 or more people. In such cases, permit holder must provide commercial general liability insurance for the benefit of all activity-related individuals and groups, including permit holder group members, participants, attendees, invitees, and the City of Glendale. The commercial general liability insurance shall provide coverage of at least $1,000,000 and name the City of Glendale, its employees, agents and/or assigns as Additional Insured. The certificate of this commercial general liability insurance shall be received by theCity no later than twenty-one (21) days prior to the permit holder’s scheduled use of the site reserved. Permit holder expressly acknowledges and agrees that homeowner’s insurance coverage does not meet the requirements hereof. Certificate must read as follows with this exact language: ADDITIONALLY INSURED: THE CITY OF GLENDALE, ITS OFFICERS, OFFICIALS AND EMPLOYEES. If you are unable to obtain this insurance, please contact Park Operations at 303-692-5799

23. Permit Revocation: Permits may be revoked for failure to follow guidelines in any way.

ADDITIONAL GUIDELINES SPECIFIC TO SPORTS FIELDS

1. Field Conditions: Athletic field permit holders may be asked to limit field use hours and days as determined by Infinity Park Operations and/or the City of Glendale Public Works Department. In the case of adverse field conditions, such as weather, sprinkler operations, field repairs, etc., athletic fields may be closed. Any use of the athletic fields without the appropriate authorization or when the fields are closed may result in fines and possible loss of future scheduling privileges.

2. Snow Removal: Individuals are not allowed to remove snow from any of the fields.

3. Equipment: All teams, organizations and players are required to provide their own equipment for practices, games and tournaments. All equipment and fixtures provided by permit holder must be temporary in nature and may not be affixed, attached or permanently change the condition of the playing surface.

4. Field Markings: Any field markings not applied by the Glendale Public Works Department may result in forfeiture of deposit, penalty fees and loss of future scheduling privileges.

5. Insurance/Waiver of Liability Options: Option 1. The permit holder provides 1) a roster with player names, addresses and cities of residence listed and 2) proof of insurance on an “Accord Insurance Certificate.” Insurance Certificate must 1) reflect a minimum coverage amount of $1,000,000; 2) reflect a 30 day cancellation period with notice of intent to cancel provided to Infinity Park AND the City of Glendale at the address listed on the permit; and 3) state the Additionally Insured as “THE CITY OF GLENDALE, ITS OFFICERS, OFFICIALS AND EMPLOYEES.” Binders and pending or blanket policies are not acceptable.

Option 2. In lieu of an Insurance Certificate, permit holder signs waiver form on behalf of all participants (form located next page).