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Home My WebLink About2021-092 Council ResolutionCITY OF LINO LAKES RESOLUTION NO, 21-92 RESOLUTION APPROVING GAMEDAY SPORTS LINO LAKES RECREATION CENTER BRAND/MARKETING PROPOSAL WHEREAS, a primary key to success of opening the former YMCA facility is to create a brand identity for the new recreation center; and WHEREAS, the proposal from GameDay Sports provides an overview of the company and identifies three phases: o Brand Development -Develop brand strategy, create name, brand logo and slogan ($12,000 - $17,000) o Marketing Plan - Develop and implement a marketing platform to promote our new facility brand, develop merchandising plan ($5,000 - $10,000) o Grand Openin Eg vents -Create and manage a Grand Opening Event for the facility. Staff is not sure at this time the extent (if any) of this phase, so this can be discussed at a future time. NOW, THEREFORE BE IT RESOLVED by the City Council of the City of Lino Lakes, Minnesota hereby authorizes the Public Services Director to enter into an agreement with GameDay Sports for the branding and marketing of the recreation center. Adopted by the Council of the City of Lino Lal<es this 13th day of September, 2021. The motion for the adoption of the foregoing resolution was introduced by Councilmember Stoesz and was duly seconded by Counciimember Lyden and upon vote being taken thereon, the following voted in favor thereof: Stoesz, Cavegn, Lyden, Rafferty The following voted against same: None (Absent - Ruhland) ATTEST: Julianne Bartell, City Clerk STAFF ORIGINATOR: MEETING DATE: TOPIC: VOTE REQUIRED INTRODUCTION CITY COUNCIL AGENDA ITEM SA Rick DeGardner, Public Services Director September 13, 2021 Consider Resolution 21-925 Approving GameDay Sports Lino Lakes Recreation Center Brand/Marketing Proposal 3/5 The Council is being asked to approve a brand and marketing proposal for the Recreation Center. BACKGROUND The City Council accepted the ISG Scope of Services Proposal during the August 23, 2021 City Council meeting to develop potential fitness and aquatic partnerships, and provide management support and development. Staff continues to review the necessary steps to move toward a successful debut of the Rec Center. A primary key to success of launching the former YMCA facility is to create a brand identity for the new recreation center. The attached proposal from GameDay Sports provides an overview of the company and identifies three phases: o Brand Development -Develop brand strategy, create name, brand logo and slogan ($12,000 - $17,000) o Marketing Plan - Develop and implement a marketing platform to promote our new facility brand, develop merchandising plan ($5,000 - $10,000) o Grand Opening vents -Create and manage a Grand Opening Event for the facility. Staff is not sure at this time the extent (if any) of this phase, so this can be discussed at a future time. Please note the timelines identified within each phase is to illustrate the time frame typically needed and will be adjusted once a commitment to open the facility from the city council occurs, along with identifying the target opening date. To further enhance these efforts, WSB has generously offered to provide the consulting services of Mr. Ben Maurer, Vice President of Marketing and Communications, and Mr. Brian Bourassa, Principal Senior Project Manager at no charge. RECOMMENDATION Approve Resolution 21-92. ATTACHMENTS Resolution 21-92 GameDay Sports Lino Lakes Recreation Center Brand/Marketing Proposal 1 GAMEDAY SPORTS Media & \4arketing ,I. ram: CITY ~WF 01 INCiLAKES GAMEDAY SPORTS +WSB LINO LAKES RECREATION CENTER BRAND/MARIZETING PROPOSAL 9.1.21 Overview GameDay Sports is a full -service sports marketing firm based in Minneapolis, Minnesota. Founded in 2001, GameDay Sports Marketing is a sports media and marketing firm that specializes in branding, marketing, events and experiences, revenue generating solutions, negotiation, publishing, and multi- media rights. Our team brings decades of experience to our clients that range from NFL, MLB and NHL franchises, to colleges, universities and Fortune 500 companies. WSB is a forward-thinlang design and consulting firm specializing in engineering, community planning, environmental, and construction services. A partner of the City of Lino Lakes, WSB currently delivers City Engineering services. Goals In partnership with Minnesota -based WSB, GameDay Sports will evaluate and utilize Lino Lake's mission, vision, and values to create a brand identity for the new Recreation Center (former YMCA) the city and your residents will be proud to own. In addition, GameDay Sports/WSB can also create and execute a marketing campaign, a grand opening event, as well as opportunities to create new revenue for the city through sponsorships/advertising partnerships. Timeline This proposal has been created with an estimated opening date of April 1, 2022. The timelines listed below can be adjusted should the city decide to an earlier opening. Phase 1 —Brand Development (September 7 —September 30) SCOPE: Utilizing Lino Lalces mission and values, we will create a story around the new Recreation Center. From this story, we will develop the brand including: • Brand Discovery/Research o What will the Rec Center's promise to the community be? What is our Why? o How do we want residents to perceive the Rec center, and how will they describe their experience after visiting? o How you are different, trustworthy, memorable, and likable by your residents? • Execute Competitor Research o Identify competitors and key differentiators between the Rec Center and our competition. o Recommend Integrations that will differentiate Rec Center. i • Develop Brand Strategy — Create a positive image that stands out and provides solutions for residents. • Key Messages for the Brand — Communicate our value proposition and promise to the community. • Create Brand Logo & Slogan Phase .1 Investment Range: $12,00o to $1I,000 Phase 2 -Marketing all (October 13 2021 -March ao, 2022) SCOPE: Develop and implement a turn -key marketing platform to promote our new facility brand and communicate key differentiators — with the goal of generating memberships and creating a buzz around the new facility. • Write and execute Press Release • Communicate the brand's promise to residents through multiple platforms • Develop merchandising plan • Integrate brand within city communications • Co -Branding partnership with potential local fitness provider • Create and Activate Social Media Platforms • Communicate updates to the community as progress continues and new integrations are being made • Invitations to community for Grand Opening event Phase 2lnvestmentRange: $5,00o to $10,000 Phase � -Grand Opening Events (Saturday APri12, 2022) SCOPE: Create and manage a Grand Opening Event for the facility. • Tours • Meet/Greet Instructors • Catering • Games • Ribbon Cutting • Appearances & Autographs • 5k Run/Walk (free to members — bring new prospects to the facility) • Live Music • Discounts for membership registration that day Phase 3 Investment Range: TBD As Needed Commitment on or before March 1, 2022 2�Page The Team Marc Morgan, GameDay Sports Marketing Managing Partner mmorganPgamedaysportsmarketing.com 612.327s7091 Ben Maurer, WSB &Associates Vice President of Marketing and Communications bmaurerPwsbeng.com �63.512.5252 Brian Bourassa, WSB &Associates Principal & Senior Project Manager bbourassa@wsbeng.com 3�Page