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City ramps up marketing and flexible rentals at community center; staffing, permitting and volunteers discussed
Summary
City staff described a new marketing effort for the community center, clarified rental and alcohol-permit processes, discussed staffing options including volunteers and background checks, and cited partnerships and interest from external groups.
City staff told the Sunnyside City Parks and Recreation Advisory Board they have contracted a marketing firm to promote the community center, create a dedicated website and improve rental accessibility as part of an effort to increase facility use and revenue.
The plan matters because staff said the center is currently underused and confusing for potential renters; improving the online reservation process and adding photos and videos could increase rentals for community events, classes and regional conferences.
City Manager (name not specified) said the city hired professionals to help market the facility using Lodging Tax Advisory Committee (LTAC) dollars and that the marketing effort will include a separate community-center website and video shoots. “We finally have hired some really good professionals to help us market and, you know, find marketing opportunities,” he said.
Victoria Gonzales, city staff member, said rentals are now routed through her office and that the city has begun permitting community and nonprofit uses more flexibly when events serve a community purpose. The manager said legal review supported allowing nonprofits to use the center at reduced or no cost for programming that serves education, job creation or other public purposes; private events (for example, quinceañeras) remain treated as private rentals.
Staff and board members discussed permitting for alcohol and food at events. Staff said liquor licenses and banquet-permit requirements are handled through the existing permitting process and that some applicants have been confused by the multi-step workflows. “You have to get your permit,” staff said, describing separate steps for rental agreement, health permits and liquor or banquet permits. Staff noted a past administrative problem in which a third party’s address had been listed on the city’s liquor-license paperwork; staff said that error has been corrected.
Board members asked whether volunteers could staff the community center to reduce payroll costs. City Manager (name not specified) and staff said volunteers could be used for some duties if they pass background checks and meet insurance requirements; staff also said administrative needs (scheduling, marketing, permitting) require consistent coverage and that some positions might better be filled by paid staff.
Board members discussed external partnerships and examples. Councilor Ripley and city staff visited the Prosser Boys & Girls Club and noted its multi-million-dollar startup and different funding model; the club’s executive director, Brian Ace, toured Sunnyside’s community center and said he liked its potential as a turnkey space for local programming. Local entrepreneur Sam Bradford also indicated interest in regional events such as a Latino leadership conference.
Staff said the city will continue to refine the rental and permitting workflow, to clarify rules about alcohol and food permits, and to promote the facility with marketing materials and outreach to regional partners. No staffing changes were finalized at the meeting.
