Friday, October 2, 2026
Lacey Parks, Culture & Recreation is moving to secure a new private revenue stream after its advisory board voted to recommend outsourcing naming rights and sponsorship development to a third-party firm.
The board unanimously recommended forwarding an agreement with High Level Promotions LLC to City Manager Rick Walk for consideration. The board made the move at a meeting on April 1.
Recreation Manager Sue Falash said the parks department issued a request for proposals in 2025 after determining staff lacked the expertise to pursue large-scale sponsorship opportunities independently. Two firms submitted proposals with High Level Promotions getting the nod.
High Level Promotions will serve as the city's exclusive agent for identifying and securing corporate sponsorships and naming rights deals for city-owned parks, facilities and programs.
As part of the contract, the firm will conduct a full inventory and review of all city parks assets to identify marketable opportunities, including naming rights, signage, digital assets, social media exposure, hospitality and category exclusivity. The review is included at no additional cost.
The firm will earn 40 percent of any sponsorship revenue it secures above $5,000, with sponsors paying the department directly. No retainer or upfront costs apply.
Commissions will be paid over the life of each sponsorship agreement, meaning revenue obligations to the firm may extend beyond the three-year contract term.
Falash told the board that Seattle Children's Hospital has already expressed interest in a long-term park partnership valued between $100,000 and $150,000 over five to 10 years, though no agreement has been finalized. Negotiations between the city and the firm began in December 2025.
The three-year contract gives High Level Promotions the exclusive right to renew or renegotiate any deal it secures for 15 years from each original agreement's date, a term that survives termination of the contract.
Discussion over several contract provisions preceded the board's final vote.
Commissioner Bill Fosbre flagged a transparency gap in the draft, noting it lacked a remedy if the firm withheld proposals from the city. Staff added language stating the contractor may be required to forfeit compensation if found to have done so.
Commissioner Hilary Dykstra raised questions about a travel reimbursement clause. Falash confirmed all expenses require prior written approval from the city before arrangements are made.
The agreement includes a scholarship provision. If a sponsor directs a portion of its investment to a city scholarship fund, the firm's commission applies only to the remaining marketing-related portion. The contract covers sponsorships only, excluding charitable donations made without marketing or promotional benefits.
Certain categories fall outside the agreement's scope, including arrangements under $5,000 annually, service organizations like Rotary and Lions clubs, properties on the Lacey Register of Historic Places, and the Lacey Museum and Lacey Research Center. If a sponsor prefers to work directly with the city, any commissions due to the firm still apply.
The recommendation aligns with Strategic Goal No. 2 of the 2023 Lacey Parks, Culture & Recreation Comprehensive Plan, which directs the department to identify sustainable, long-term revenue options for facility operations and maintenance.
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chrispc2u
Corporate naming of parks? Barf!
Tuesday, April 7 Report this
BobJacobs
Bad idea.
Bob Jacobs
Tuesday, April 7 Report this
gordixie
Agree with the above. Even so, if the names of our public parks, some of our last truly public owned goods, are now up for auction to the highest bidder, isn’t THE LEAST WE CAN EXPECT that we DON’T VOLUNTARILY GIVE AWAY 40% OF THE PROFITS?! Was this really the best the board could do? Misguided from the start, but the more I read, the more ridiculous it got.
Tuesday, April 7 Report this
OlyBlues
For the $12,075./month the Recreation Manager Falash is making, it is surprising she does not have the expertise to manage these contracts. For this huge salary, citizens expect much more than they are getting. This arrangement with High Level Promotions is a total shakedown of the city. Giving up 40% of the profits to get out of doing the work internally? The city could have posted a 1-2 year project position to manage and recruit for this RFP rather than take the easy way out and give up hundreds of thousands of tax dollars into the future. This is pure laziness by Lacey city officials and especially the bloated fat cats running the Parks Dept. Lacey city officials must reign this in before it is too late. It looks like the Parks fat cats have ran out of ideas and ingenuity.
Wednesday, April 8 Report this
CobraCommander
Gross
Lacey Sucks t-shirts are going to make a comeback
Wednesday, April 8 Report this
SC4011
Five percent sounds reasonable.
Wednesday, April 8 Report this
Tomclingman
Distasteful idea. If this lousy proposal is the only way to make this work, it’s a no brainer. Forget it.
Wednesday, April 8 Report this
KarenM
Too bad Lacey Parks could end up looking like a commercial operation instead of a public asset. Parks have been understood as something that is supported by everyone for the good of everyone. Since the voters did not pass the parks funding measure this leaves the City with a dilemma about how to provide the parks people want without having tax revenue to support them. Will the Park Board have any oversight of this or ability to weigh in on naming and sponsorship?
I wonder what some of the naming situations could be? Trying to imagine.
Purina Dog Park Metamucil pickeball courts
Sketcher Shoes trail
Coca Cola Bottling tennis courts
Wednesday, April 8 Report this