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Corona adopts park sponsorship and naming-rights policy; public raises concerns about valuations and commercialization
Summary
The City of Corona approved a sponsorship program and edits to its naming-rights policy for the planned City Park, establishing tiers for naming rights, corporate and community sponsorships and in-kind donations while requiring market-value assessments and public notice for deals. Residents and a former commissioner criticized visitation estimates and urged limits on commercial branding.
The Corona City Council on March 18 approved a City Park sponsorship program and non-substantive edits to the city's property naming-rights policy, a framework staff said will help attract private contributions to offset capital and operational costs for the new park.
Community Services Director Donna Finch presented a tiered approach: "crown" naming rights for premier amenities (aquatic center, banquet hall, gymnasium, community event space) and a "diamond" tier for important, lower-cost facilities (conference/classroom/fitness spaces). Staff proposed a maximum 15-year naming term tied to asset lifespans, documentation of market valuation for each naming…
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