HomeMy Public PortalAboutVictory Field Fundrasing Plan 1 24 11Michael J. Driscoll
Town Manager
TOWN OF WATERTOWN
Office of the Town Manager
Administration Building
149 Main Street
Watertown, MA 02472
Phone: 617-972-6465
Fax: 617-972-6404
www.watertown-rna.gov
townmgr@watertown-ma.gov
To: Committee on Budget and Fiscal Oyersight
Committee on Human Services
From: Michael J. Driscoll, Town Manager
Date: January 24, 2011
Subject: Victory Field Fundraising Plan
As you are aware, on January 3, 2011 the Committees of Budget and Fiscal Oversight and
Human Services voted unanimously to recommend to the full Council to proceed with the Victory
Field Renovation Project as presented by CDM, with the financing plan and project construction
timeline in Calendar Year 2011 presented by the Town Manager, subject to a presentation of the
formal fundraising plan to the full Council. The Joint Committees further agreed to a follow-up
meeting to be scheduled prior to the January 25111 Town Council meeting to review the fundraising
plan.
Peter Centola, Director of Recreation and the Victory Field Renovation Committee have
researched and had many discussions regarding the development of a formal and comprehensive
fundraising plan. Their recommendations include multiple opportunities for revenue beginning
immediately and continuing over a period of ten years with the majority of the fundraising monies
being expended over the next couple of years. All of their recommendations are incorporated
within this correspondence for your information and review.
VICTORY FIELD FUNDRAISING PLAN
As indicated at the January 3rd joint meeting, I respectfully outlined a proposal to fund the
Victory Field Renovation Project (Phase I) of $3.14 million through a combination of three
sources; donations and grants, sports groups' user fees and tax dollars.
The fundraising plan will focus on Phase I of the Victory Field Improvements but will not
be limited to pursuing opportunities for funding of Phases II and III as outlined in the Fiscal Year
2012-2016 Capital Improvement Program and listed below.
Phase I: Victory Field Renovation Project, tentatively slated for Calendar Year 2011
Phase II: Victory Field House Expansion, tentatively slated for Fiscal Year 2012
Phase III: Victory Track and Field Hockey Renovation, tentatively slated for Fiscal Year 2014
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None of these capital projects have been formally approved by the Honorable Town Council.
A Victory Field Fundraising Committee will be formed for the purpose of undertaking
fundraising activities. The Committee will include 9 members consisting of the Director of
Recreation and eight residents appointed by the Town Manager. The Committee's responsibilities
will include but not limited to soliciting major contributions by identifying potential corporations
who operate within the confines of the Town of Watertown, who is a significant vendor of the
town, or who is a major national corporation with local ties.
A website, similar to the one that the Gloucester Fishermen Athletic Association (GFAA) has
developed at http://www.newellstadiumrenewal.com would be recommended in addition to a possible
Facebook and/or Twitter account being established.
As previously mentioned, Mr. Centola's research and discussions identified multiple
opportunities for revenue. Although all of the opportunities may not be pursued and/or realized,
consideration of the most diverse menu of fundraising opportunities is the prudent approach.
The goal of the Victory Field Fundraising Committee will be to raise $1.5 million toward
the cost of Phase I of the Victory Field Improvements. The following are various fundraising
opportunities that should be explored and considered for implementation by the Victory Field
Fundraising Committee.
Private Donations:
Objectives would include creating an action plan, creating documents related to the
fundraising effort, identifying potential donors in the community that could and would be willing
to make a major financial contribution to the project and formally reaching out to those potential
organizations to solicit the funds.
One of the revenue objectives would be to secure a major contribution of $1,000,000
Naming Rights: One company with a commitment of $1,000,000
Contribution of 200,000 each year, paid over a five year period
Naming rights for 10 years
Other major companies would be solicited to achieve the objective of another 2 million
dollars in revenue. A possible scenario is identified below as potential target numbers.
10 for 100: 10 companies at 100,000 per company
Contribution of $20,000 per company each year, paid over 5 years.
Potential annual revenue: $200,000
Potential total revenue: $1,000,000
20 for 50: 20 companies at $50,000 per company
Contribution of $10,000 per company each year, paid over 5 years.
Potential annual revenue: $200,000
Potential total revenue: $1,000,000
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Each of these major contributors would be recognized by a plaque acknowledging their;
generous gift in a designated area.
Donor Wall of Fame:
A "Donor Wall of Fame" would be erected in an area in the Victory Field Complex. Any
interested constituents, including residents, alumni, hall of fame teams and inductees, small
business and others could donate.
Target number: 50 donors at $1000.00 per plaque
Contribution of $200.00 per donor each year, paid over 5 years.
Profit estimate: $734.00 per plaque, cost per plaque $266.00
Potential annual revenue: $7,340
Total estimated revenue is $36,700
Engraved Blocks:
Engraved blocks will be used as a revenue source, as they were in the renovation of the
Watertown Free Public Library. The bricks will be laid in the main entry way patio of Victory
Field. The Director of Recreation would like to coordinate and oversee this part of the fundraising
effort.
Target Number: 200 (4"X 8") blocks sold
Up to 3 lines (4"X 8") $200.00, profit estimate: $160.00
Cost of block and installation is approximately $40.00
Target Number: 100 (8"X 8") blocks sold
Up to 5 Lines (8"X 8") $400.00 profit estimate: $340.00
Cost of block and installation is approximately $60.00
Total estimated revenue is $66,000
Miscellaneous:
Revenue could also be raised by hosting an annual gala combined with a $10,000 raffle,
profit could reach $15,000
Small Donations:
Small donations of any level will be accepted, target revenue is $5,000.00
Harvard — O'Neil Grant:
A Harvard — O'Neil Grant could be requested. These monies are available for community
wide projects and the Renovation Committee recommends pursuing this grant for three years,
generating $150,000 in revenue.
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Grants:
A number of grants are available to pursue. The Renovation Committee recommends
filing a formal application for a Massachusetts Parkland Acquisitions and Renovations for
Communities (PARC) Program grant. The PARC Program assists cities and towns in acquiring
and developing land for park and outdoor recreation purposes.
Only projects that are to be developed for suitable outdoor recreational purposes, whether
active or passive in nature, shall be considered for funding. Grants are available for the
acquisition of land and the construction, or renovation of park and outdoor recreational facilities,
such as swimming pools, athletic play fields, playgrounds and game courts. Access by the general
public is required. This year's application is not yet available. The contact person for this
opportunity is Melissa Cryan. She can be reached at 617-626-1171 and her email address is
melissa.cryan@state.ma.us.
Partnerships:
Long term partnerships with local small colleges, and other large organizations should be
encouraged and pursued. There are entities in close proximity to Watertown that are interested in
discussing the opportunity. However, the Renovation Committee feels that a partnership to
support Phase I of the Victory Field Improvements is not viable as the partner would need more
time on the field during the academic year that is available. This does not prohibit a creative
agreement being discussed that would include a 10, 15 or 20 year commitment for the
development and use of the Victory Track and Field Hockey Field (Phase III) or other similar
Recreational Facilities.
Recreational Facilities Fee:
As indicated at the January 3rd joint meeting and again earlier in this correspondence, one
of the three proposed sources of funding for Phase I of the Victory Field Improvements is sports
groups' user fees.
Users of the Town's recreational facilities will benefit most from improvements to
Victory Field and other Town recreation facilities.
In an effort to bear some of the cost of Phase I of the Victory Field Improvements and
future enhancements/improvements to the Town's recreational facilities, a Recreational Facilities
Fee of $25.00 will be assessed to each participant for each youth sport played. The length of this.
fee will be 10 years. The monies collected from the Recreational Facilities Fee would be
deposited in a revolving fund and used solely toward the funding of recreational improvements at
Victory Field and other recreational facilities throughout the Town.
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The projected Recreational Facilities Fee monies from each youth sports group is listed
below:
Babe Ruth Baseball: 60 Participants, $1,500.00 per year
WB Pop Warner: 125 Participants, $3,125.00 per year
Youth Baseball: 450 Participants, $11,250 per year
Youth Lacrosse: 200 Participants, $5,000.00 per year
Youth Soccer (Fall): 360 Participants, $9,000.00 pei year
Youth Soccer (Spring): 450 Participants, $11,250 per year
Youth Sport Athletes: 1645 for academic year 10-11.
Revenue per year: $41,125
Total potential revenue (Ten Year Plan): $411,250
CLOSING
In summary, the diverse menu of fundraising opportunities outlined in this
correspondence is attached for your review.
Thank you for your favorable consideration of the Victory Field Fundraising Plan.
cc:
Peter Centola, Recreation Director
Michael Lahiff, Athletics Coordinator, Watertown Public Schools
Gerald S. Mee, Jr., Superintendent of Public Works
Thomas J. Tracy, Town Auditor
Raeleen Parsons, Purchasing Agent
Steven Magoon, Director of Community Development & Planning
Phyllis L. Marshall, Town Treasurer/Collector
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REVENUE OPPORTUNITIES SUMMARY
Private Donations
Naming Rights:
10 for 100:
20for50:
Donor Wall of Fame:
Engraved Blocks
Gala / $10,000 raffle
Donations:
Grants:
Harvard — O'Neil Grant:
PARC Grant
$ 200,000 annually -
$ 200,000 annually -
$ 200,000 annually -
$ 7,340 annually
$ 66,000
$ 15,000
$ 5,000
1,000,000 (five year payment plan)
1,000,000 (five year payment plan)
1,000,000 (five year payment plan)
— 36,700 (five year payment plan)
$ 50,000 annually - $150,000 (based on three year plan)
$ 500,000 maximum award
Partnerships: Preliminary discussions are ongoing with potential partners.
Recreational Facilities Fee
Youth Sports: $ 41,125 annually - $411,250 (based on ten year plan)
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