Kool kids: corporate-sponsored free swim - Phoenix, Arizonia - Cover Story

Parks & Recreation, Nov, 1997 by Douglas Wenthe

When the city of Phoenix, Arizona, looked toward corporate sponsors to fill the void between the accessibility of pools to at-risk youth and their lack of being able to afford pool admission fees, little did officials realize how popular the program would become. More than 1.25 million young people have enjoyed free swimming opportunities at city pools because of the "Kool Kids" corporate contribution program.

In 1990, the city of Phoenix Parks, Recreation and Library Department established "Kool Kids" to partner with local business enterprises toward the support of free swimming opportunities for disadvantaged youth in low-income neighborhoods. In its first season, sponsorships allowed seven pools to implement "Kool Kids" programming. Contributions of $12,500 allowed more than 25,000 youths, 17 years of age and younger, to enjoy free swimming. Over the past seven years, "Kool Kids" has raised more than $620,000 in cash donations.

For every dollar contributed to "Kool Kids" two young people can enjoy an entire day of free swimming. Without this commitment and partnership with local businesses, many of these youths would not be able to participate in aquatic activities.

"Kool Kids" provides outstanding opportunities for safe and healthy recreational activities that assist in the development of mental, physical, and social skills. Young people, especially teens, can be drawn into constructive behavior and avoid the pitfalls of boredom during the hot summer days. "Kool Kids" may also serve as a deterrent to delinquency and vandalism.

The "Kool Kids" success story can be directly tied to its marketing strategy. The "Kool Kids" sponsorship package stresses the partnership's benefits to prospective business. "Kool Kids" strives to tie the company's image and goodwill to important at-risk youth issues that affect the neighboring communities.

In order to outline "Kool Kids" goals, history, and sponsorship levels, "Kool Kids" provides the potential sponsor with an informational brochure. A typical "Kool Kids" sponsorship package is broken down into four levels of sponsorship:

* $10,000 contribution

* $5,000 contribution

* $2,500 contribution

* $1,000 contribution

The higher the level of sponsorship, the greater benefits and public-service visibility the business receives. It should be noted that all public-service and media-outlet participants receive the same benefits as a sponsor at the highest level of sponsorship. Past "Kool Kids" public-service and media-outlet business promotions have included:

* Recognition of the company's logo painted on the bottom of select "Kool Kids" pools

* Recognition of the company's logo on televised public service announcements (PSAs)

* Recognition of the company's name on radio PSAs

* Recognition of the company on movie theater screens

* Recognition of the company logo on half-page local parenting magazine advertisements

* Recognition of the company's logo on outdoor poster billboards

* Recognition of the company's logo displayed on banners at a pool selected by the business

* Recognition of the company's logo on the front page of the Aquatic Section newsletter

* Recognition of the company's logo in the summer aquatic section, Learn to Swim

* Recognition of the company's name on the aquatic section-update telephone line

Other public-service and media-outlet ideas include mural logos on pool bath houses, pool flag poles with logos on flags, pool umbrella shade covers with logos, pool bench seating with logos, pool exterior and interior marquees with logos, poolside chairs with logos, and grounded weather balloons with logos.

In addition, "Kool Kids" allows for contribution flexibility. Sponsorships can include direct payment of suggested sponsorship packages, in-kind services, contributions of goods, or a combination of all three. At the highest level of sponsorship, the business is guaranteed exclusivity within a product or service type. This flexibility has rewarded "Kool Kids" and participants with more than $80,000 of in-kind contributions.

For a free copy of a "Kool Kids" brochure, contact City of Phoenix - Aquatic Office, "Kool Kids," 1802 West Encanto Blvd., Phoenix, AZ 85007

RELATED ARTICLE: Successful Sponsorships/Partnerships

"Kool Kids" looks at seven basic questions when approaching possible corporate contributors. It is "Kool Kids"' objective to be able to say "yes" to all of these questions.

1. Does your corporate sponsorship package put the business name in front of customers?

2. Does your corporate sponsorship package build relationships with key regulatory, government officials or advocacy groups?

3. Does your corporate sponsorship package provide likely media exposure?

4. Does your corporate sponsorship package support the businesses' programs?

5 Does your corporate sponsorship package provide employee volunteer opportunities?

6 Does your corporate sponsorship package position the businesses' executives to interact with key authorities?

7. Will the business receive visibility in the community equal to or greater than the value of the donation?