Pinellas County is taking another look at what the name on a public building might be worth.<\/p>\n
County commissioners want to explore naming rights and other commercial opportunities at public facilities as they search for new sources of revenue amid tighter budgets and pressure to hold down taxes.<\/p>\n
The discussion surfaced during commissioner comments at last week\u2019s meeting rather than through a formal agenda item. Chair Dave Eggers said a county department director had recently been approached about an opportunity involving a private individual or company willing to put money toward a facility.<\/p>\n
That raised a larger question about how significant a contribution would have to be to warrant recognition.<\/p>\n
\u201cNow, you have a $10 million facility and you\u2019re giving $100, that\u2019s one thing,\u201d Eggers said. \u201cIf you\u2019re a $10 million facility and you\u2019re giving $5 million, that\u2019s another thing.\u201d<\/p>\n
The idea is not entirely new to Pinellas County.<\/p>\n
County policies already provide separate paths for honorary, philanthropic and corporate naming rights.<\/p>\n
Under its sponsorship policy, the county can sell the exclusive right to name an entire public asset or venue in exchange for significant financial or other support. Agreements must have an expiration date, and naming-rights sponsorships require County Commission approval regardless of their value.<\/p>\n
The policy also allows county staff to solicit sponsorships for services, projects, events, facilities and other activities.<\/p>\n
Pinellas has a separate policy for naming county property in recognition of charitable contributions. Departments can develop philanthropic naming opportunities, with values based on factors including construction and maintenance costs, marketability and the exposure associated with putting a donor\u2019s name on an asset.<\/p>\n
Eggers suggested it may be time to examine how the county uses those options. \u201cIn this time when we\u2019re talking about budget cutbacks and less taxes and other partners, I just thought it might be something to have a conversation about,\u201d Eggers said.<\/p>\n
He floated a more extreme example of what recognition might look like if someone were willing to make a substantial contribution. \u201cI mean somebody wants to pay $10 million for $10 million facility, you know, maybe it has a little name outside,\u201d Eggers said.<\/p>\n
Not every name on county property involves money.<\/p>\n
Pinellas also maintains an honorary naming policy for recognizing people and civic or charitable groups based on service or contributions to the community. Under that specific policy, an individual generally must have been dead for at least five years to qualify.<\/p>\n
Commissioner Rene Flowers raised that requirement as the board considered whether its existing approach could be expanded.<\/p>\n
\u201cOur current policy says like for naming a building or whatever the person needs to be deceased for five years and have made a significant contribution, but I think that we could certainly look at expanding that and do it for a time frame,\u201d Flowers said.<\/p>\n
Flowers pointed to St. Petersburg\u2019s Mahaffey Theater, which carries the Duke Energy name under a long-term naming agreement, as an example of a naming arrangement established for a defined period.<\/p>\n
The conversation soon widened beyond what might be written on the side of a building.<\/p>\n
Commissioners discussed recreational facilities in Pinellas Park that incorporate food and beverage businesses and whether similar amenities could generate revenue or attract people to Pinellas County properties.<\/p>\n
The county\u2019s new government campus also entered the discussion.<\/p>\n
\u201cHey, for $300 million dollars we\u2019ll let somebody name our new county campus,\u201d Commissioner Brian Scott joked.<\/p>\n
Commissioners also pointed to Largo\u2019s new downtown municipal complex and discussed whether restaurants, food trucks or other commercial uses could have a place at county properties.<\/p>\n
County staff said the new campus was not built with significant additional space for commercial tenants, but noted its open areas could provide opportunities for events and connections with the surrounding business community.<\/p>\n
No naming deal is currently before commissioners, and the board did not change any of its policies last week.<\/p>\n
Instead, commissioners agreed to put the subject on their list for a workshop this fall. The discussion could determine whether Pinellas makes greater use of naming rights and other commercial opportunities already available under county policy.<\/p>\n
For Eggers, the county\u2019s current financial climate makes those possibilities worth another look.<\/p>\n
\u201cI think there are some opportunities out there,\u201d Eggers said. \u201cHopefully we can get that.\u201d<\/p>\n
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