What’s in a name? Money, the city hopes

March 05--So you wanna see your name up in lights?

How about a park in your name?

For a mere $2 million, you could buy the naming rights to Naples' proposed Gordon River Park.

Can't afford that much?

A 40-foot-high hill with a 360-degree view of the river and city is going for $1 million, a café building for $800,000 and palm trees and park benches, $1,000. For the average Joe, a barbecue grill will sell for $500, and 1,500 small and large brick pavers will go for $100-$300.

Naming rights are a lucrative way to raise funds, so the city of Naples hopes to hold an auction March 15, during the Gordon River Park Gala, to acquire up to $10.8 million to build the proposed 15-acre park, which is slated to cost up to $15 million.

Wednesday, Naples City Council will vote on whether to offer naming opportunities for the park, located at 50 Riverside Circle.

"This is isn't like a new, original idea for us, but we think it fits in with the idea of the park," said Mayor John Sorey.

He said he's following the lead of the late Andy Holt, the University of Tennessee president who recommended 10 "cultivation touches" before asking someone for a donation.

"You start with a suspect, then you turn them into prospects and then givers," Sorey said, declining to specify names or how many pledges he's received, saying only, "I have considerable interest in the naming opportunities."

Sorey is focusing on 40 items, ranging from the $2 million park down to $1,500 for 20 outdoor dining table sets. But he concedes that if someone wants to outbid a pledge, a bidding war could ensue.

So for the past three months, Sorey has devoted about one-quarter of his time, with his wife Delores, to soliciting donors, meeting them at the property and offering weekly breakfasts.

"The ultimate touch is Delores' breakfast at 6:45 a.m.," he said, adding, "All the pledges I have came out of those cultivation efforts."

The remaining nine items -- 30 streetlights for $3,000 on down to 500 small brick pavers at $100 each -- will be auctioned off as "cash calls," meaning anyone can hold up a paddle to bid.

Councilman Bill Barnett, a 30-year auctioneer, will peddle the items.

"I think it will be a success," Barnett said of the auction, after decades of seeing park plans get scrapped. "There were plans and plans and plans and they ended up back on shelves and we changed councils. This time, it's the real deal."

Naming rights are common in the private sector and nearly every major league arena sports a wealthy donor's name.

Locally, Germain Motor Co. paid $7 million in June 2004 for 20 years of naming rights at Teco Arena in Estero. In 2007, International College in Naples became Hodges University after Earl and Thelma Hodges donated $12 million on top of past donations.

When the economy soured several years ago, naming rights grew popular with state parks, governments and school districts, which have peddled everything from town hall meeting rooms to schools, universities and public buildings.

Two years ago, Ohio Governor John Kasich announced he was considering selling naming rights to state roads, bridges and rest stops to address a $1.6 billion transportation budget shortfall -- and stave off toll increases. This year, the state hired a company to find donors.

In 2009, Barclays Bank purchased 20 years of naming rights to a Brooklyn subway station for $200,000 yearly. A year later, AT&T paid $5 million to put its name on a downtown Philadelphia transit station for five years.

In 2012, Virginia lawmakers passed legislation to sell naming rights to state bridges and roads, prompting a $2 million yearly deal that ended in 43 highway rest areas getting the GEICO Insurance name.

That year, lawmakers in New Hampshire and Florida nixed naming rights bills. One Florida bill involved state transportation facilities, including the turnpike, rest areas, highways and tolls, in addition to bills to raise funds for public greenways, bicycle trails and schools. New Hampshire lawmakers are reconsidering the idea this year for highway bridges, overpasses and exits.

Offering naming rights occurs less frequently in smaller municipalities.

"Most cities have memorialized individuals or families with certain parks, public buildings, etc., but not 'sold' something because not that many cities have something to 'sell,'" said Lynn Tipton, Florida League of Cities' director of membership development.

Critics say selling naming rights cheapens the parks and buildings, but supporters contend it generates revenues that help governments expand services or avoid budget cuts.

So would Naples consider naming rights by a large corporation, such as Walmart?

"If they want to write a big enough check, it could be done," Sorey said, adding that he's focusing on local residents and businesses. "It's probably not a big enough deal for a large corporation to be interested. I'd much rather keep it local, with people who have been so generous in the community."

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