San Diego, Calif. – The County of San Diego Department of Parks and Recreation and County leaders announced today key strategies to ensure the Department is meeting the ever-changing needs of San Diego County residents.
The Department and County leaders unveiled and outlined strategies including a unique brand identity for 28 County-operated parks and facilities to increase the Department’s revenue generation for camping, recreation, wedding and corporate event rentals. Merchandising efforts using the new brand were also revealed as a strategy to promote County parks as a premier destination, while actively seeking community partnerships through naming rights of the many park amenities.
“We’ve opened our eyes to new possibilities for San Diego County parks,” said Brian Albright, Director of County Parks and Recreation. “By unveiling unique brand identities for each park, San Diegans can better connect with these valuable natural resources, and identify with their favorite spaces around the County. There’s tremendous value in building this type of connection.”
In the face of state budget uncertainty, decreases in tax revenue, and increases in public demand, the Department embarked on a mission of developing new ways of generating revenue. The San Diego County Board of Supervisors supported the Department’s effort to develop a new business plan to achieve greater cost recovery by examining market demands. The Department has seen growth in the following areas:
- From 2013-2014 it booked a total of 193 weddings, and in 2014-2015 to date it has booked 234 weddings, showing an 18% increase year over year.
- From 2013-2014 it booked a total of 42 wedding rehearsals, and in 2014-2015 to date it has booked 54, showing a 22% increase year over year.
- From 2013-2014 it booked a total of 33,647 tent camping sites, and in 2014-2015 it has booked 36,565 showing an 8% increase year over year.
“We’re proud of the results we’ve seen and expect to continue on this path,” said Albright. “The community finds tremendous value in the County’s parks and open spaces. By exploring new avenues of generating revenue, we’re ensuring their safe preservation for generations to come.”
As the Department rolls out the unique brand identities, the public will see designs that reflect the color palette, foliage, animals and people of the park. The logos will be used to re-brand the Department and compliment the multicultural, multi-demographic community spirit that attracts San Diegans to their County parks. Merchandising based on these designs, including t-shirts, waterbottles and mugs, is available at: www.sdparks.org.
