Golden Gate Bridge Seeks Sponsor
Jeremy Gutsche — November 19, 2006 — Marketing
References: sfgate & news.agendainc
We may be entering an age of corporate sponsored landmarks, and the Golden Gate Bridge could be one of the first landmarks on the auction block. Facing an $87 million deficit, the district of San Francisco is turning to alternative means to raise funding. One of the potential pockets of new funding includes sponsorship of the Golden Gate Bridge. But, don't get too alarmed at the thought of a new corporate name for the world's most famous bridge. "This is not a naming rights deal," warned spokeswoman Mary Currie. "It's more of a behind-the-scenes, low-key corporate partnership, much like the Proud Partners Program in the national parks." We'll see.
Trend Themes
1. Corporate Sponsored Landmarks - The trend of using corporate sponsorships to fund landmarks may become more common.
2. Alternative Funding Models - Organizations and districts are turning to alternative funding models to make up deficits, including sponsorships and partnerships.
3. Behind-the-scenes Corporate Partnerships - Low-key partnerships like the Proud Partners Program in national parks are becoming more popular for corporate sponsorships.
Industry Implications
1. Tourism - Tourism industry players may benefit from opportunities to sponsor landmark attractions and events.
2. Advertising and Marketing - Advertising and marketing agencies may find opportunities in creating behind-the-scenes corporate partnerships for landmark attractions.
3. Public Infrastructure - Governments and public infrastructure organizations could benefit from the creative application of alternative funding models, such as corporate sponsorships.
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