Anyone with a business knows the constant struggle to attract new customers and keep them coming back. And, as a business owner, you want to give back to your community while staying within your budget. What if there was a way to do both at once, with the same dollars spent? The City of Lacey’s new partnership with High Level Promotions, a national sponsorship consulting firm, allows local businesses to do just that. Promote your business while giving dollars that will go back to the community through Lacey’s parks, recreation programs, facilities, events and more.
“Lacey has invested heavily in creating great parks, recreation facilities, and community spaces, and we want to continue building on that success,” shares Jennifer Burbidge, director of Lacey Parks, Culture & Recreation. “Like many cities, we’re always looking for ways to enhance what we offer our community while being responsible with taxpayer dollars. Sponsorships and naming rights create an opportunity to bring private-sector investment into community assets, helping support improvements, programs, and future projects without relying entirely on public funding.”
Expand Brand Awareness While Giving Back to Community
It’s not often businesses can combine giving back to the community with their marketing dollars, but they can with the new partnership between the City of Lacey and High Level Promotions. “Lacey’s parks system is doing something important for this community every day – youth programs, diverse programming, free events, accessible facilities, competitive athletic venues,” states Colton Steer, CEO, High Level Promotions. “The businesses that serve these families should have a meaningful way to show up for all of it. Our job is to build that bridge in a way that protects what makes these places special, while giving partners a lasting and authentic connection to the community they’re already part of.”
To expand sponsorship and naming rights opportunities, the City of Lacey (City) partnered with High Level Promotions to have a dedicated team focused on this work. This partnership allows the City to grow the program while enabling staff to remain focused on core City services. Prior to this relationship, the City worked mainly with companies that came to them and expressed interest in sponsorship opportunities. Now, High Level Promotions will work on creating opportunities and seeking out partnerships.
“What also makes this approach different is the emphasis on building long-term community partnerships rather than simply securing one-time sponsorship dollars,” explains Burbidge. “High Level Promotions works with communities to identify organizations that can contribute more than financial support alone. The objective is to create partnerships that generate meaningful community impact, whether through educational programming, community engagement initiatives, wellness resources, workforce development opportunities, or other benefits that align with community member needs.”
And for the businesses, sponsorships of this type are known to have a good return on investment. “According to Nielsen, sponsorships drive an average 10% lift in purchase intent among audiences exposed to them, and consumer trust in brand sponsorships ranks just below personal recommendations,” shares Burbidge. “Whether it’s a business looking to reach families at the Regional Athletic Complex, a sponsor interested in tournament events, or a company seeking recognition as a community contributor, this program creates opportunities that previously did not exist in a structured, strategic way.”
Sponsorships Benefit Lacey Residents
When your business takes on a sponsorship like this, the benefits extend beyond your organization – they help strengthen the entire community. It allows the City to generate new, non-tax revenue, which will then be reinvested into projects for the community’s benefit. “Every sponsorship dollar generated has the potential to support parks, facilities, recreation programs, special events, and future improvements without relying solely on traditional taxpayer funding sources,” shares Burbidge. Instead of waiting for tax funding, bonds or new budget cycles, which can take years, the City will have funds readily available for future projects.
This may include things like enhanced facilities and improved parks; new or improved community events; special events; recreational programs and amenities; and more. Like ripples in a pond, the benefit doesn’t stop there. New and improved parks and recreation, events and other community activities help to attract tourists to the area. “Those visitors support local restaurants, retailers, hotels, and other businesses, generating sales tax and economic activity that comes from non-residents rather than local households,” shares Burbidge. “In many cases, these visitor expenditures would not occur without the facilities, events, and experiences made possible through strategic investments and partnerships.”
It’s a cycle of revenue that benefits everyone: local businesses, residents, and visitors. High Level Promotions is currently exploring opportunities across parks, recreation facilities, athletic venues, events, and community programs. Burbidge explains that opportunities may include facility naming rights, field naming rights, presenting sponsorships for tournaments and events, category-exclusive partnerships, community program sponsorships, signage, digital recognition, and other branded assets throughout the City’s portfolio.
“The long-term vision is to create a sustainable cycle where sponsorship revenue helps support continued improvements and community enhancements,” finishes Burbidge. “This allows the City to be proactive in meeting community needs while continuing to explore innovative ways to improve the resident experience.”
If you are interested in sponsorship opportunities, contact Jake Beattiger from High Level Promotions at jake@highlevelpromotions.com to begin the conversation and learn more about current and future opportunities available through the program.
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