'Ballfield compliments of ...'

News

Staff Writer

City wants to partner with nonprofit to benefit parks system

Corporate sponsorship has permeated virtually every facet of society. Football games are filled with “This replay brought to you by ...” Corporate logos are almost more identifiable than the company itself. Who needs the word Nike when the Swoosh speaks for itself?

Even reality shows have been affected. The fight recaps in “The Ultimate Fighter” are sponsored.

Could the same be coming for the City’s parks system? Not likely to that extent, but a bill introduced in City Council Tuesday night does pave the way for the City to use private dollars to help with capital projects and general maintenance at any of its 400 parks within Duval County.

The legislation, which must go through the Council committee process and back to the full Council for approval, would establish a partnership with The Community Foundation of Jacksonville and create the JaxParks Program Enhancement Fund.

Kelly Boree, deputy director of the City’s Recreation & Community Services Division, said the program is the result of a suggestion made a couple years ago by a task force created to examine the City’s parks system and develop ways to improve it.

Boree said the task force suggested soliciting donations from the private sector for the parks system. However, the City can’t do that.

“We are working with the Community Foundation to be able to accept funds through other foundations,” said Boree. “The City is not a 501(c)(3) and cannot accept money for capital projects.

A 501(c)(3) is a nonprofit organization that can accept private donations and either use that money or allocate it to other entities. Boree said corporations like Publix have expressed interest in the past in funding parks projects, but couldn’t because there currently isn’t a legal mechanism for companies to donate money.”

The City’s parks system consists of about 400 parks of various types that cover about 80,000 acres. That includes City, State and federal park land as well as land within the Preservation Project. Of that, the City owns and maintains about 30,000 acres.

Those parks include nature parks, boat ramps, parks that cater to summer camp programs and more.

Boree said if the legislation passes, the community relations office within her department will be responsible for making corporate contacts and generating funds.

“When they are out in the community in front of groups, it’s just one more opportunity to provide when they (the corporations) are seeking partners,” she said.

If the bill passes, and Boree expects it could by mid-June, it might spur an issue that will have to be dealt with carefully. Boree isn’t a fan of big, gaudy signs and in no way wants to see the City’s parks take on the look of a NASCAR race car.

She likens the issue to the one JTA is facing over corporate sponsorship of its bus shelters. On one hand, JTA needs the money from the private sector to build and maintain bus shelters. On the other hand, it doesn’t want each shelter to include a big “this shelter provided by” sign.

Boree said she could live with partnership information included in general park information pamphlets or a tasteful bronze plaque that thanks major donors. Through the program not every donor would be publicly recognized because some might give $20 while others could donate thousands.

Either way, the ordinance will provide a way for the private sector to help maintain the City’s public parks outside of just ad valorem taxes.

“We want the community to take ownership in its parks system, not in just the dirt and land, but also take interest in what’s going on at those parks,” she said.