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Jeep offers Moab $125,000 a year, vehicles and major media promotion in proposed sponsorship
Summary
Stellantis/Jeep proposed a formal sponsorship to the Moab City Council offering $125,000 annually, up to five loaned Jeep vehicles, trail‑stewardship support and two professionally produced videos per year (staff estimated ~ $11.3 million in media exposure). Council asked staff to negotiate terms and return with a contract.
Jeep representatives on Tuesday presented a sponsorship proposal to the Moab City Council that would formalize the brand’s longstanding ties to the community and provide both cash and in‑kind support for city programs and promotions.
Staff said the city received a single RFP response from Stellantis (Jeep). The proposal would pay the city $125,000 per year in unrestricted cash, loan up to five Jeep vehicles for the contract term, sponsor and promote two city events annually, continue trail‑stewardship partnerships, and produce two professionally produced videos a year that staff estimated could represent roughly $11.3 million in annual media value.
“We love this place. Our people love this place,” said Nicole Pelli, head of marketing for the Jeep brand in the U.S., as she described Jeep’s enthusiasm for deepening an existing relationship. Nate Yulo, who leads marketing for Chrysler‑Dodge brands, said Jeep wants to “partner with all of you and define those terms, finding the ways to best benefit it and best benefit our customers.”
Staff noted the city is not being asked to approve a contract tonight; instead the council was asked to provide feedback and authorize staff to negotiate terms. Councilors pressed staff and the company on key details that would be worked out in negotiation, including how businesses and downtown partners would be selected for promotion on Jeep channels, the extent and timing of vehicle use, and whether sponsorship funds would be unrestricted or earmarked.
City staff highlighted proposed benefits: direct financial support, vehicle availability that may reduce city purchases, continued trail stewardship partnerships with agencies and local groups, and sustained global promotion of downtown Moab and stewardship messaging. Jeep representatives cited past promotional videos and the company’s participation in local stewardship and events.
Several councilors praised Jeep’s community work and asked staff to return within about a month with a draft contract and negotiated clarifications. The city expects the next steps to include legal review and contract negotiation before a formal council consideration.
