This Scenic View Brought to You By Coca-Cola

| 9/28/2011 4:13:02 PM

Coke can

Cash-strapped state parks are forging partnerships with corporations to close their budget gaps, Governing magazine reports:

In New York, for example, Nestle’s Juicy Juice contributed $350,000 to build playgrounds in seven state parks. In California, Coca-Cola and Stater Bros. Markets have raised about $1.9 million to support reforestation and other state park preservation efforts. And in Georgia, Verizon Wireless contributed $5,000 to cover the cost of park passes for the state’s annual Free Day at the park. Most of these efforts come with recognition—on a playground sign, on a park pass—of the corporation’s contribution.

The trend has already spawned the creation of a new breed of middleman: A California firm called Government Solutions Group has brokered about $7.5 million in such deal since 2004. Chief executive Shari Boyer tells Governing that this is not philanthropy but business: “These are partnerships. The corporation has to get something out of it.”

Some park managers are ostensibly taking care to hook up with companies that are a good fit—but the parameters seem pretty fuzzy:

Asked how Coke products intersect with California’s state park mission, company spokesman Bob Phillips said Coca-Cola’s support of park restoration is part of its “live positively” platform, in which “sustainability is part of everything we do, particularly in this time of cost cutting and downsizing.” Phillips rejected the idea that Coca-Cola products were not in sync with parks’ health and environmental missions, noting instead that state parks “provide opportunities to be physically active.”

If you’re like me, your B.S. meter is off the charts at this contention, but take heart: Overall, these deals are a small piece of the park funding pie. Governing reminds us that in California in the last five years, corporate sponsorships have raised about $6.5 million for parks, while contributions from nonprofit groups amount to $50 million and volunteer hours stack up at a value of $100 million. Even Boyer holds that corporate sponsorships are “not the solution” to larger park funding woes.

Unfortunately, the situation could change as things get worse: One park director says that in the future, “If a corporate citizen wants to put their name on a park, I think that could happen.”

Source: Governing 

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