Lancaster County discusses naming rights and sponsorship strategy for regional park; consultants to refine valuations

Lancaster County staff updated councilors on plans for the proposed regional park, presented preliminary sponsorship valuations and asked for direction on naming rights and term lengths while consultants refine a targeted valuation package.

Parks staff member Miss Snowden told councilors the county's market assessment projects roughly 200,000 annual visitors in year one and described the park program: three baseball/softball fields, three soccer fields, an inclusive youth playground, a large splash pad with pavilion, a welcome center/community room and about 750 parking spaces. Snowden said existing hospitality funds and an approved bond ordinance have funded design and construction planning, and she noted a prior October 2023 action that allocated roughly $34.7 million (about $8 million from hospitality funds plus a $26.7 million bond authorization) toward the project.

Director Clouden and Miss Snowden described a two-track approach: (1) naming rights for the overall park and (2) sponsorship packages for individual assets such as fields, the splash pad, playground and the community room. Clouden reminded the council the county's naming-rights ordinance (codified September 2023) allows various configurations and requires that individuals be deceased for three years before a park or facility can be named for them. Clouden said the ordinance provides flexibility to set terms and procedure and that staff will bring specific proposals back to council.

Valuation approaches discussed include cost-per-thousand-impressions (CPM) for signage and media, sponsorship comparables in neighboring counties, annualized asset exposure and the association value with youth health and community benefits. Snowden said comparables in neighboring counties (York, Chester, Mecklenburg) showed naming-rights deals ranging from $100,000 to $500,000 for 5-to-10-year terms; staff recommended starting with shorter 3-5 year sponsorship terms to gauge demand and exposure and then re-evaluate.

Council discussion touched on exclusivity provisions, reputational-risk termination clauses, and whether naming-rights solicitations should be targeted rather than opened for bids. Council member Jose Luis and others noted the ordinance contains language addressing reputational risk and termination rights; staff said the sponsorship policy (still in development) will address exclusivity, asset-by-asset valuation and targeted outreach to potential sponsors.

Miss Snowden asked for direction on term length and confirmed staff will engage a consultant to create formal sponsorship packages and refine valuations; nothing will be widely solicited until the council reviews proposed packages.

Clarifying details - Projected attendance: ~200,000 annual visitors in year one (presented as a conservative estimate by Miss Snowden). - Park program elements: three baseball/softball fields, three soccer fields, inclusive youth playground, splash pad with pavilion, welcome center/community room, ~750 parking spaces. - Funding history/cost estimate: approximately $34.7 million total authorized as of Oct 2023 (roughly $8M hospitality funds + $26.7M bond ordinance); staff presented revised cost estimates in Feb 2025 and an updated timeline targeting construction documents and permit submittal by June 2025. - Naming-rights comparables: initial market ranges $100,000to500,000 for 5-to-10-year deals in neighboring counties; staff preference to begin with 3-5 year deals for initial agreements.

No formal council votes were taken on naming rights or sponsorship policy during the meeting; staff will return with targeted proposals and refined valuations.