Santa Rosa council adopts city asset naming and renaming policy, delegates future changes to staff process

The Santa Rosa City Council on a 6-0 vote adopted a new City Asset Naming and Renaming Policy that establishes how the city will consider requests to name or rename public assets such as parks, trails, buildings and facility elements. The council also authorized administrative procedures and delegation steps that staff will use to evaluate and implement naming requests.

The policy replaces an older park-naming procedure and lays out application requirements, outreach expectations, and options for donors who request naming recognition. Assistant City Manager Jason Nutz presented the draft and described changes made after the council’s July discussion, including clearer language on donations, outreach, and who is responsible for implementation costs.

Why it matters: the policy is intended to create a single, transparent process so naming requests are handled consistently. It clarifies when family names, corporations, trusts or foundations may be eligible for recognition and provides council discretion to set the duration of donor naming rights in a donor agreement.

Key provisions include requiring a written donor agreement that specifies how long a donor’s name will be associated with an asset, a framework for outreach to affected communities (which can include signage at the site), and a mechanism to waive or share implementation costs at council discretion. Staff told council that applicants carry most of the burden of documentation and that staff will vet proposed names, but the policy allows council to reduce city cost exposure on a case-by-case basis.

Council members asked for public-facing guidance and a simple flowchart so the public can follow the application process. Councilmember McDonald and others requested a plain-language checklist online to reduce confusion. Nutz agreed staff will prepare user-facing instructions and an application form after the policy is adopted.

Council action: Councilmember O'Krepkie moved adoption using an alternative donor threshold language included in the agenda packet; Vice Mayor Alvarez seconded. The council adopted the policy 6-0 (Councilmember Fleming absent). The policy rescinds the older park naming procedure and becomes effective as directed in the adopting resolution.

The council discussion included requests to preserve flexibility for recognizing donors without setting an inflexible money threshold, while also preserving a high bar for naming significant public assets. The adopted alternative language makes “substantial benefit” the guiding principle and gives examples rather than an absolute dollar or percent requirement.

What’s next: staff will publish the application, a public guidance page and an intake form. Council directed staff to include a clear timeline for vetting and to post the initial outreach plan for each naming request, including physical signage where feasible so neighbors and park users have notice of an incoming naming proposal.

Speakers quoted in this report are identified by their role and affiliation as recorded in council proceedings.