HomeMy WebLinkAboutMinutes - December 7, 1999 SS256
CITY OF LODI
INFORMAL INFORMATIONAL MEETING
"SHIRTSLEEVE" SESSION
CARNEGIE FORUM
305 WEST PINE STREET
TUESDAY, DECEMBER 7, 1999
An Informal Informational Meeting ("Shirtsleeve" Session) of the Lodi City Council was held Tuesday,
December 7, 1999 commencing at 7:00 a.m.
ROLL CALL
Present: Council Members — Hitchcock, Land, Nakanishi, Pennino and Mann (Mayor)
Absent: Council Members — None
Also Present: City Manager Flynn, Deputy City Manager Keeter, Fire Chief Kenley, Parks and
Recreation Director Williamson, City Attorney Hays and City Clerk Reimche
Also in attendance was a representative from the Lodi News Sentinel and The Record.
TOPIC(S)
1. Concessions Exclusives — Presentation by DD Marketing
2. Automatic Aid with Mokelumne Rural Fire District
3. Joint Use Agreement with Lodi Unified School District (LUSD)
ADJOURNMENT
No action was taken by the City Council. The meeting was adjourned at approximately 8:37 a.m.
ATTEST:
AAceZURelchrrf e�
City Clerk
Executive Summary
City of Lodi
About DD Marketing...
DD Marketing is the premier exclusive beverage consultant in the country:
• Entire division of DDM staff is exclusively working with beverage
agreements
• Negotiated public and private sector contracts
• Skilled staff pertaining to guiding a public process
• A major beverage company referred to recent DD Marketing's Requcst for
Proposal (RFP) as "the most extensive and best prepared RFP that they had
ever seen. "
Services We Provide...
DD Marketing coordinates the turnkey process that enables all key members of
the public entity to provide input on the objectives of a beverage contracL
Included in this process are the following DD Markedng responsibilities:
• Assist in the coordination of a team that will oversee and provide feedback on
the entire process
• Analyze and collect data on current city wide beverage arrangements
• Develop (with team input) and distribute a Request of Proposal (RFP) to the
beverage community
• Work with the city to establish and train a panel thit will evaluate responses
generated by the RFP
• Lead negotiations with the RFP respondents to ensure the best possible
contract
• Assist in the creation of the contract document that will be signed by the
successful vendor
• Assist personnel with the contract approval process
• Coordinate public relations to ensure successful start-up of the program
• Audit and manage the program to ensure contract adherence and keep abreast
of opportunities to continue to maximize program revenue
Results You Will Realize...
• Creation of revenue stream that is currently not being realized by the city -
initial review estimates 5300,000 annually (conservative) can be generated
with an exclusive program
• Audit and program administration expenses set at a flat rate with total revenue
cap DDM fee calculated on 25% of program revenue not to exceed $100,000
annually. As program grows and is maximized by DDN fs expertise, the fee is
capped City buildings and property have a tremendous opporhmity to
generate revenue due to the city traffic that frequents the sites.
• The contract organizes the vending revenues generated by machine by product
line making distribution of revenue much more accurate and justified
• Typically, individual sites and/or employees have had some responsibility
with pre-existing vending arrangements; our program centralizes these
responsibilities to create and efficient and effective program and relieve staff.
OF
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rr� , CITY OF LODI 1-4
FIRE DEPARTMENT
R2.
MEMORANDUM
DATE: November 30, 1999
TO: H. Dixon Flynn, City Manager
FROM: Scott W. Kenley, Fire Chief
SUBJECT: Automatic Aid with Mokelumne Rural Fire District
I have received a request from the Chairman of the Mokelumne Rural Fire District, Mike Young,
for coverage of medical aid calls in the extreme north/west end of their district. This request is
the result of an inability to occasionally staff the district's station one on Victor Road due to a
decrease in full-time and volunteer firefighters. The district's policy is to staff station one with a
minimum of one firefighter and station two on Brandt Road with a minimum of two personnel.
When staffing falls to two personnel, the district attempts to hire back on overtime an off-duty
firefighter or a district volunteer. There are approximately twelve times per year that the district
is unable to hire back sufficient personnel to cover both stations, when this happens the district
closes station one and staffs station two with two personnel. This has caused concern on the part
of residents who live in the first -in district of station one. As you will see from Chairman
Young's letter, the), are requesting that the Lodi Fire Department respond to medical aids in the
area bordered by Harney Lane on the south, Alpine Road on the east and the Mokelumne River
on the north. In reviewing past run history, this would amount to ten -twelve additional calls for
Lodi Fire. Mokelumne would respond from station two and relieve our personnel usually within
twenty minutes.
Presently, Mokelumne has been responding into the city limits of Lodi on second alarm calls to
provide the department with additional breathing air support. Since January 1, 1999, the
Mokelumne Fire District has responded six times inside the city limits of Lodi. The average time
spent on -scene is approximately one hour, for a total of six hours. If the city were to agree to this
request, it is estimated that the Lodi Fire Department will respond to approximately 10 calls and
remain on -scene for approximately twenty minutes for a total commitment of three hours and
twenty minutes. I personally feel that agreeing to this request is the right thing to do. It is
neighborly and reciprocal based on their response into our city on an occasional basis.
I have also received a letter from the United Firefighters of Lodi stating their concern that this
item is a change in wages, hours and working conditions, therefore subject to meet -and -confer. I
personally do not feel that this is a meet-and-confer issue. However, I will meet with the UFL to
discuss their concerns should Council decide to pursue providing this service to Mokelumne.
Scott W. Kenley, Fire ief
Attachment
Mohelumne Ru ral Fire Disfr; ci
13157 East Brandt Road/P.O. Bos 1357, Lockeford. Ca. 95237
(209)727-0564 Fax: (209)727-0863
Directors Mike Young, Bernie Mettler, Gersh Rosen, Ron Valinoti. Jere Freeman.
Chief Dan Lean
October 27, 1999
CHIEF SCOTT KENLEY
LODI FIRE DEPARTMENT
217 W ELM ST
LODI CA 95240
RE: MUTUAL AID COVERAGE REQUEST
Dear Chief Kenley:
The Mokelumne Rural Fire District would like to request coverage from THE Lodi Fire Department
in the Victor area for EMS calls only when our Station #1 is put into volunteer status. This occurs
only when we have exhausted all means for staffing. Volunteer status happens approximately twelve
times per year and averages nine runs within the twelve shifts. Our Station 1,2 will be manned and
upon our arrival on scene, Lodi Fire Department will be immediately released. The area of coverage,
if possible, would be from Harney Lane North to Mokelumne River and from Alpine Road West to
the Lodi City limits. Prior to receiving EMS calls in the specified area, the Mokelumne Fire District
will notify Lodi Fire Department by calling as soon as possible when Station #1 is in Volunteer
Status. San Joaquin County will dispatch Mokelumne Fire Station #2 and relay call to Lodi Fire
Department.
Thank You for considering our request.
If any further information is needed, please contact Fire Chief Dan Leary at the above number.
Sincerely,
Mike Young
Chairman
Mokelumne Rural Fire District
Board of Directors
KS:mv
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AGREEMENT FOR RECIPROCAL USE AND MAINTENANCE OF
PUBLIC FACILITIES
LODI UNIFIED SCHOOL DISTRICT AND CITY OF LODI
THIS AGREEMENT ("Agreement"), is entered into this _____day
of , by and between the CITY OF LODI ("City"), and
LODI UNIFIED SCHOOL DISTRICT OF SAN JOAQUIN COUNTY ("District").
WITNESSETH:
WHEREAS, District and City have a mutual interest in the provision
of adequate and attractive public facilities for education and recreation for the
residents of Lodi and its environs; and
WHEREAS, both District and City have certain physical facilities,
including pools, parks, stadiums, gymnasiums, indoor meeting rooms, play
areas, and athletic fields which may be beneficially used by the other in a
comprehensive program of serving the community; and
WHEREAS, District and City have in the past, executed a series of
agreements for the mutual benefit and use of facilities and services; and
WHEREAS, District and City desire to consolidate and incorporate into
a Master Agreement, provisions of joint use of facilities.
NOW, THEREFORE, BE IT AGREED between District and City as follows:
I. PREVIOUS AGREEMENTS SUPERSEDED
Those agreements between District and City, identified below in this
section are superseded in their entirety.
1. Agreement for Reciprocal Use of Recreational Facilities, executed April 19, 1969.
2. Agreement for Reciprocal Use of Lodi Grape Bowl, effective September 1, 1988.
3. Agreement for Mowing Services at District Athletic Fields, effective October 15, 1984.
4. Agreement for Reciprocal Use of Tokay High School Pool, dated December 21,1971.
5. Agreement for Reciprocal Use and Maintenance of Public Facilities, City of Lodi and
Lodi Unified School District, dated July 1, 1990.
6. All other written agreements not noted herein between District and City for reciprocal
use of facilities are declared void except those pertaining to specific individual
facilities.
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II. FACILITIES INCLUDED IN THIS AGREEMENT
A. Unless otherwise specified, this Agreement covers the following City
facilities:
Zupo Field; Kofu Park; Softball Complex, Chapman Field; Blakely Park;
Lodi Grape Bowl; Blakely Field/Enze Swim Complex; Lodi Lake Park
B. Unless otherwise specified, this Agreement covers the following
District facilities:
Tokay High School Pool; Lodi High School Pool; all school
athletic fields and school indoor facilities within the City of Lodi
area and surrounding rural areas (Woodbridge, Lockeford,
Houston, Clements, Victor, Henderson, and Tokay Colony).
C Facilities not covered by this Agreement:
1. District -owned facilities not specifically covered by this
agreement may be scheduled for use under the use of facilities
provisions of District policy, and must be requested through the
site using the District's 'Request for Use of Facilities" form.
Provisions of this Agreement do not extend to those facilities.
2. City -owned facilities, not specifically covered by this agreement,
are subject to use pursuant to the applicable provisions of City
Ordinance, and/or policy, and the terms of the "Application for
Use of City of Lodi Parks and Recreation Facilities." Provisions
of this Agreement do not extend to those facilities.
III. SCHEDULING
A. Scheduling Authorization
1. All scheduling for facilities under the provisions of this
agreement, must be done by, and with the approval of, the
authorized entity.
a. The authorized entities for the City of Lodi are the Parks
and Recreation Department and the Office of the City
Manager.
b. The authorized entity for school -related activities and
school sites (except for field use) is the school principal,
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vice-principal, or applicable assistant superintendent. The
authorized entity for all other sites is that site's
administrator or the applicable assistant superintendent.
The authorized entity for all use of school fields is the
Maintenance and Operations Department.
C Requests for use of facilities at schools on a Modified
Traditional Calendar must be submitted in sufficient time
before scheduled breaks to allow for processing._
2. All request for facilities are to be submitted on the appropriate
form(s) and must be signed by the designated representative of
the authorized entity.
B. Advance Scheduling
1. Events which - require advance scheduling, such as meets or
tournaments, may be scheduled up to one (1) year in advance.
2. Requests for advance reservations by the City or District will be
confirmed or denied by the authorizing entity within 15 working
days of submittal.
a. All denials must include the reason(s) for denial.
b. If disagreements over proposed fees or charges, or use
provisions, are not resolved within the 15 day period, the
use shall be deemed denied, unless the period is extended
by mutual consent.
C. Regular Scheduling
1. Swimming Pools (Blakely/Enze, Tokay High, Lodi High)
a. District and City representatives shall meet in January of
each year to coordinate and confirm the year's schedule of
uses, the appropriate reservation forms, the designated
contact persons, location/ procedure for filing the
reservation forms, and to establish procedures for
notifying users of emergency closure(s).
b. District pools are available when they are not being used
for District purposes.
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i) The Tokay High Pool and Lodi High Pool will be
closed for maintenance at District discretion
following the schools' last scheduled use (usually in
November).
ii) Ninety days (90) prior to the anticipated closure, the
City of Lodi Parks and Recreation Department will
be notified to allow for coordination with the City's
aquatics program. Except for extraordinary
circumstances, the District shall close only one pool
at a time.
C. City pools are not available for scheduled District use
during June, July and August.
d. City or District pools will be closed immediately by
authorized staff if there is any health or safety concern, or
if the water quality falls below acceptable minimum
standards as defined by San Joaquin Public Health
Services, and/or any regulating state agency, and shall
remain closed until use is authorized.
e. In the event of a closure of a District or City pool,
designated staff of both entities will be notified of the
closure immediately. Every attempt shall be made to
accommodate alternative scheduling of events, or a
rescheduling of canceled events.
2. Lodi Grape Bowl
a. District shall have preferential use of the Lodi Grape Bowl
for football games and graduation events, except when
pre-empted by the Lodi Grape Festival and National Wine
Show (generally in mid-September of each year).
i) District shall provide to City the schedule of football
games and related events no later than May 1
preceding the season for which the schedule
applies.
ii) The schedule for graduation events shall be
provided not later than four months preceding the
graduation (generally February 1 for events
occurring the last week of May/first week of June).
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b. The Grape Bowl is otherwise available for District events
when it is not being used for City purposes, or other
events approved and pre -scheduled by the City.
C. Except for events scheduled in -advance per paragraph B.
of this section, the City shall confirm or deny District
requests for use of the Grape Bowl within fifteen (15)
working days of the receipt of the request.
d. All requests for use are to be submitted by the school
principal, or authorized designee, on the forms, and in the
manner proscribed by the City.
3. Athletic Fields, Complexes, Indoor Facilities
a. All fields, both City and District, that are to be used for
seasonal play, must be scheduled 60 days prior to the start
of the season, using the appropriate forms of each
jurisdiction.
b. All requests are to be confirmed or denied within 15
working days of the submittal of the request.
C. All requests for District fields shall be submitted to the
designated District representative in the Maintenance and
Operations Department. The Department shall coordinate
such use requests with the subject school sites.
d. City fields shall be reserved and scheduled for use by City -
sponsored teams and groups prior to reservation of
District fields.
e. District fields shall be reserved and scheduled for District
events prior to reservation of City fields.
f. All other school or District facilities to be used by the City
shall be scheduled directly with the site administrator,
using the appropriate facilities use form._
g. All other City facilities to be used by the District shall be
scheduled directly with the appropriate site administrator,
using the appropriate facilities use form.
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h. All athletic fields (both City and District)_ are subject to
closure when the fields are wet to the extent that team use
could result in significant damage.
i) This is to be determined by the City's designated
representative for City fields, and the District's
designated Maintenance and Operations
representative for District fields.
ii) Rain call procedures for fields are to be mutually
agreed-upon at the start of each season, or when the
use agreement is approved if it is for singular
events.
L In the event that an extraordinary circumstance
necessitates the closure of a City or District field, complex,
or indoor facility, the using agency's representative shall
be notified as soon as possible. It is that person's
responsibility to notify all other affected parties.
i) Whenever possible, disrupted events shall be
relocated to other facilities in -lieu of cancellation.
ii) Every attempt shall be made to accommodate a
rescheduling of canceled activities.
4. If disagreements over proposed fees or charges, or use
denied unless the time period if extended by mutual consent.
IV. OPERATIONS
A. If operational staff are required by the owner as a condition of using
any� facility peal we, f#ey the assigned personnel shall be readily
available at all times they are on -duty, to provide operational,
maintenance and emergency assistance to the users.
B. Food and Beverage Concessions
a- User and/or associated organizations, may operate food and/or
beverage concessions during scheduled events under the
following criteria.
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a. If food and beverages are permitted in the facility.
b. When there are no other proprietary or exclusionary
agreements for concessions at the facility.
b-2. If food concessions are to be a part of the event, it should be so -
noted on the use of facilities form and must be approved by
owner.
Q. During such events, user and/or associated organizations, shall
have an exclusive right to the operation of the concession stands
and the proceeds of sale.
4.4. User may assign the right to operation of the concession stand(s)
only as agreed -to by the owner of the facility.
5. Exclusive Product Contracts
a. If a facility is covered under an exclusive product contract,
the user shall abide by the provisions of the contract. -
b. It is the responsibility of the using agency to obtain a copy
of any pertinent contract provisions from the owner.
Signature on the facility use agreement shall constitute
understanding and acceptance of the provisions.
C. It is the responsibility of the using agency to inform all
affiliated users of the contract provisions and to monitor
compliance.
e:6. All concessions stands or areas used for concession, are to be
completely vacated at the conclusion of the event, and are to be
left in a clean and usable condition.
€.7. All concessions must meet Department of Health Services
standards and requirements.
g8. Concessions may remain for the duration of the event unless
other arrangement are agreed-upon at the time that the use
agreement is approved; however, they are the sole responsibility
of the user.
A -C Pools (Blakely/Enze, Tokay High and Lodi High)
The areas around all pools are to be kept clean by users.
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2. Pool covers are to be used. They are to be placed as directed by
operational personnel.
-9 D Grape Bowl
1. City agrees to staff the Lodi Grape Bowl with appropriate
maintenance/ standby personnel to coordinate and operate the
facility when it is being used by District.
2. District shall furnish all security and event personnel as required
by the City.
I A District administrator and/or a school athletic director, shall
be present during school or District events.
4. All personnel requirements, including applicable costs, fees, or
charges, are to be included on the appropriate use form. at the
time the application for use is approved.
5. During District's use of the Grape Bowl, District or associated
student organizations may operate food concessions during any
games or events scheduled by District.
a. During such events, District shall have an exclusive right
to the operation of the concession stands and the sale of
food, beverages, etc. during all games or performances
scheduled by District.
b. District shall be entitled to retain all proceeds from the
operation of said concessions.
c District may assign the right to operation of the concession
stands only as agreed -to by the City.
d 411 .+rt..nncn:.�.•.e• r•L.�ads i.se by the Piss iet its agents,
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event in a elean and usable Eandifien.
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G EE Athletic Fields, Complexes, and Indoor Facilities
1. Owners will staff the facility with the appropriate
maintenance/standby personnel to coordinate and operate the
facility: with all costs to be born by the by pursuant to the
provisions of the facility use agreement and Exhibit A of this
agreement.
2. User shall furnish all security and event personnel as required
by the owner.
3. All personnel requirements, including applicable costs, fees, or
charges, are to be included on the appropriate use form at the
time the application for use is approved.
4. Food and ,oma Gen essiens
D.F. Users will monitor facilities during use, and maintain all facilities in a
safe and clean condition.
V. FEES AND CHARGES
A. Charges for facility use are intended to reflect actual costs for use of the
facility, above and beyond the cost for operation and maintenance that
would otherwise be incurred by the owner.
B. The initial schedule of charges pertinent to this agreement are to be
established negmea prior to execution of the agreement, and are to
be attached to the executed agreement as Exhibit A.
1. All potential fees, charges, or cost schedules are to be included in
Exhibit A.
2. At the time a facility is scheduled, the user is to be advised of all
applicable and potential fees or costs.
a. These are to be noted on the use agreement form.
b. All cost notations on the use form(s) are to be initialed by
the user's authorized representative.
C. Disagreement with proposed charge -items must be
resolved between the agencies prior to final approval of
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the use agreement. Final authority for charge -items rests
with the owner.
3. The District's fees to be included in Exhibit A will be established
by the District pursuant to statute and applicable Board polio
4. The City's fees to be included in Exhibit A will be established by
33. Facility use charges to be reflected in Exhibit A, may be adjusted
annually by either, or both, agencies, based on actual and/or
projected costs.
4.5. Adjustments to facility use charges shall be effective at the
beginning of each fiscal year (July 1).
a. City and District representatives shall confer by January of
each year regarding proposed adjustments for the
forthcoming fiscal year.
b. All adjustments shall be confirmed by both parties in
writing by February 1. If this does not occur, the fee
schedule for the previous year shall remain in effect.
C. All services or requirements beyond the scope of this agreement, are to
be assessed and billed pursuant to the provisions of District and/or City
policy and/or ordinance. To the maximum extent possible, these shall
be mutually agreed-upon prior to the costs being incurred.
D. Damage to Facilities
1. When damage to a facility or field does occur, the owner will
notify the user agency immediately.
2. Representatives of both agencies, and insurance agency
representatives if appropriate, will evaluate and review the
damages, preferably together, to assess necessary mitigation,
appropriate cost, scheduled repair, and final work product.
3. The user agency will be responsible for costs incurred to repair
the damaged property. -
E. Billing and Payment
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1. Prior to the start of the each fiscal year, representatives from both
agencies shall establish an "in-kind" match of funds. No dollars
shall be exchanged until such time as the match has been
exceeded by either agency, at which time the amount exceeded
shall be billed and paid based on the charge -items on the
approved use agreement, and at the rates in effect at that time.
2. Each agency will exchange quarterly reports on a quarterly basis,
or as agreed-upon by the finance agents of both agencies, _ which
detail facility usage including dates of use, names of users,
facilities used, and fees associated with the usage. The reports
will include total fees to date.
VI. AMENDMENT TO AGREEMENT
A. This agreement may be amended at any time by agreement of both
parties.
B. This agreement shall be amended if it is determined that there is an
ongoing use of one or more facilities not covered by this agreement, or
there are use or fee provisions which can best be addressed through
mutual agreement.
VII. HOLD HARMLESS
A. The user of the facility hereunder agrees to save, defend and hold
harmless the owner of any facility for any and all damages arising from
such reciprocal use by District or City, except for those damages or
portion of damages directly attributable to the owner's negligence.
B. Each party hereto is charged with the duty to inspect for apparent
defects prior to the use of any facilities demised hereunder, and to
provide appropriate notification to the owner.
C. During any use of any facility demised hereunder, the user shall be
liable to the owner for any damage to such property caused by the user,
or third parties present at the invitation or suffrage of the party using
the property.-
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. ....... . ........
VI. AMENDMENT TO AGREEMENT
A. This agreement may be amended at any time by agreement of both
parties.
B. This agreement shall be amended if it is determined that there is an
ongoing use of one or more facilities not covered by this agreement, or
there are use or fee provisions which can best be addressed through
mutual agreement.
VII. HOLD HARMLESS
A. The user of the facility hereunder agrees to save, defend and hold
harmless the owner of any facility for any and all damages arising from
such reciprocal use by District or City, except for those damages or
portion of damages directly attributable to the owner's negligence.
B. Each party hereto is charged with the duty to inspect for apparent
defects prior to the use of any facilities demised hereunder, and to
provide appropriate notification to the owner.
C. During any use of any facility demised hereunder, the user shall be
liable to the owner for any damage to such property caused by the user,
or third parties present at the invitation or suffrage of the party using
the property.-
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D. Documentation of insurance coverage of user shall be provided as -
required by each agency.
E. The prevailing party in any dispute arising under this agreement shall
be entitled to reasonable attorney's fees incurred in the litigation or
adjudication of such disputes.
VII. TERMS OF AGREEMENT
A. The term of this agreement shall be "evergreen' with a biannual
review by the City Council and the Board of Education.
B. All fees, charges, or other specifics requiring annual periodic review
and/or modification, are to be considered by bei
eaeh yea. -
within the herein described timeframes.
C. This agreement maybe canceled at any time by either party, by giving
to the other party six (6) months written notice, or by mutual consent.
In the event of cancellation, all approved use of facilities shall continue
uninterrupted to the end of the term approved on the facilities use
agreement.
IN WITNESS WHEREOF, the parties hereto have set their hands the
day and year first hereinabove mentioned.
CITY OF LODI,
a municipal corporation
LODI UNIFIED SCHOOL DISTRICT
OF SAN JOAQUIN COUNTY
By By
H. DIXON FLYNN MARILYN DOMINGO
City Manager Assistant Superintendent, Business
Attest:
ALICE M. REIMCHE
City Clerk
Approved as to Form:
RANDALL HAYS
City Attorney
Attest:
Clerk of the Board of Education
Approved as to Form:
ROBERT H. THURBON
Counsel to the District
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AGREEMENT FOR RECIPROCAL USE AND MAINTENANCE OF
PUBLIC FACILITIES
LODI UNTIED SCHOOL DISTRICT AND CITY OF LODI
Exhibit A
Schedule of Fees and Charges
Effective
[List new date each time this is revised - retain old dates for documentation]
Fees and Charges for City of Lodi Facilities
Approved by the City of Lodi,
[Note: to be determined by the City of Lodi]
Fees and Charges for Lodi Unified School District Facilities
Approved by the District,
[Note: to be determined by the District]
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AS SEEN IN
�;hr, 1Teut Hark "ime�
Friday, May 21, 1999 BUSINESS DAY C1
Dan DeRose, right, addresses a Newark schools committee on how best to structure an exclusive soft-drink contract.
Today's Lesson: Soda Rights
Consultant Helps Schools Sell Themselves to Vendors
by: Constance L. Hays
NEWARK - Dan DeRose, marketing
consultant, was busy doing the math for
his new client, the Newark Public Schools.
The question on everyone's mind: how
much money could the district make if it
sold a soft-drink company the exclusive
right to vend its products on school
grounds? The answer, according to Mr.
DeRose: a lot more than it gets right now.
"Let's just say everyone drinks one
product a day, and let's just count the stu-
dents;' he said. "At 45,000 times 180 days
of school, that's 8.1 million cans. At 75
cents apiece, that's $6 million walking out
the front door of your school every year in
quarters and dollars.
"Let's get a lot of it," he told his audi-
ence, a collection of school principals, ath-
letic directors, P.T.A. officials and one stu-
dent. "Let's get some of it back to the
schools." Even $5 million would make a
difference in the district's $550 million bud-
get.
With his square shoulders, steady
smile and conscientious use of the first -
person plural, Mr. DeRose and his com-
pany, DD Marketing, are storming a once -
quiet backwater in the soft-drink business.
Schools regard him as a font of informa-
tion. Soft-drink companies, which used to
make low-key deals on their terms with
local school districts, hate him with a pas-
sion.
One of the best-known consultants in
a rapidly growing specialty, Mr. DeRose,
who is based in Pueblo, Colo., says he has
obtained exclusive contracts, or is negoti-
ating them, for 63 school systems nation-
wide.
The exclusive contract, a winner -take -
all creation of the soft-drink companies
themselves, eliminates rivals' products
from a school, a hotel, an airline. Thanks
to Coca-Cola and Pepsico's desire to mar-
ket to children, and the eagerness of
schools for the income, Mr. DeRose has
found a niche.
Almost evangelical in his zeal, he
primes school officials to take on the soft-
drink companies, raising the stakes for all
concerned and profiting handsomely from
the deals that go through. "Dan DeRose
is probably the person most responsible
for this current feeding frenzy," said Alex
Molnar, a professor of education at the
University of Wisconsin who has debated
Mr. DeRose.
Others say there is a need for his ser-
vices. "Most educators don't have a back-
ground in food management," said Barry
Gaskins, a spokesman for the Pitt County
schools in Greenville, N -C., which hired Mr.
DeRose last year. "They're trained in the
three R's, and the R's don't include retail!
While demand for exclusive contracts
has never been greater, there is a distinct
downside. Some lawmakers want to ban
the sale or giveaway of soft drinks during
the school day, citing nutrition concerns
and the ubiquity of ads and vending ma -
First Impressions:
getting 67 cents a kid before, and now
they're getting $27."
Then he went to the heart of the is-
sue: how much Newark's kids could be
worth.
As in hundreds of school systems around
the country, Newark officials are unable
to pay for every program on their agen-
das. The system was so badly misman-
aged that in 1995, the state took control
and still runs it.
To make the most of its assets, Mr.
DeRose said, Newark should make a deal
with just one soft-drink giant. "We're go-
ing to get what we call a rights fee," he
said, adding that companies like Coke and
With 50 million children of school age spending at least $50 billion each year,
some companies are interested in capturing that market early through exclu-
sive deals like one Coke signed with School District 20 in Colorado.
Totais
School districts with
Sc:10ol districts that have
States where
as of:
— — —
exclusive marketing deals
— — — — — — — —
refused solicited deals
— — — — —
deals exist
Apnl'98
-------------------------
illi 46
— — —
] t
— — — — — —
= 16
Oct. '98
— — —
X108
— — — — — — — —
M10
— — — — — — — —
23
— — — — — —
May'99
140
' 15
26
— — — — — — — — — — — — — — — — — — — — — — — — —
Scurca: The Canter for Commercial Free Public Education. National Institute on Meeta and the Family.
chines. And advocates for education say
students are captive audiences who
should not be sold to the highest bidder.
even to finance school programs.
Mr. DeRose is working closely with
Valerie Wilson, the food -services manager
for Newark schools, who wants to consoli-
date the system's patchwork arrangement
— some Coke here, some Pepsi there,
plus other brands. Whoever wins the con-
tract would supply not only sodas for vend-
ing machines but also juices in 82 school
cafeterias and water and other drinks for
athletic events.
After some discussion about the mer-
its of the idea, officials decided to go
ahead, Ms. Wilson said, and solicited bids
from three marketing consultants, settling
on Mr. DeRose. Earlier this month, nattily
dressed in a gray suit, blue silk tie and
shiny black alligator loafers, he met with
the committee Ms. Wilson assembled to
discuss the fine points.
He warmed up by discussing deals
he has orchestrated for school systems in
Colorado and Kansas — one for $11. t
million, the other for roughly $5.3 million.
"In Kansas City," he noted, "they were
Pepsi love exclusive contracts because
they imprint brand loyalty on young minds.
As an example, Mr. DeRose cited his
own first grader, Anna, whose school in
Pueblo has an exclusive contract with
Coca-Cola, the work of DD Marketing.
"From now until she's graduated, all she'll
drink is Coke," he said. "She goes out for
pizza and we ask, What do you want to
drink, honey? Coke. She doesn't even
know how to spell Pepsi:'
The Newark group seemed impressed
by Mr. DeRose's presentation, which in-
cluded frequent pauses to answer ques-
tions. "it's a first time for us" said Roger
Jones, a spokesman for the Newark Pub-
lic Schools, when asked why the system
needed a consultant. "It's an opportunity
to bring together all the people involved in
vending so we have one voice speaking
for everyone" and help generate a wind-
fall "that ultimately goes back into our sys-
tem so students benefit"
With their costs rising, Coke and Pepsi
say they want to avoid deals that involve
marketers like Mr. DeRose. "I'm surprised
that during his presentation, the high
school band didn't break into a spontane-
ous version of 'Seventy -Six Trombones,"'
said Lauren C. Steele, a spokesman for
Coca-Cola Consolidated, a bottler in Char-
lotte, N.C.
Pepsi also views consultants with dis-
taste. "We tend not to love working with
these guys," said a spokesman, David
DeCecco.
In the past, soft-drink companies
would make low offers and schools would
usually accept them, lacking the time and
inclination to pursue alternatives.
Now, the word is out. "Coke came to
the table with an offer last week, and I said,
'based on what you did in Manteca and
what you did in Wyoming, this isn't good
enough,' " said Bill Erlendson, an official
with the San Jose, Calif., school district,
who used information Mr. DeRose pro-
vided. He was expecting a revised bid from
Coke this week.
Mr. DeRose's plan for Newark calls for
installing eight vending machines at each
of the city's 13 high schools; two to four at
each of the 69 lower schools. "Typically,
we like to add a machine in a hall, to give
the company a presence," he said. Com-
mittee members were asked to sign confi-
dentiality agreements, to keep the offers
secret from competing bidders. Mr.
DeRose said.
The Newark group next meets June 1
to discuss the proposal Mr. DeRose puts
together, before soliciting bids from the
beverage companies. if all goes accord-
ing to plan, Newark will sign an exclusive
contract by the time school opens in Sep-
tember.
At its last meeting, the committee did
express several reservations, including
whether one old high school would be able
to support eight vending machines on its
existing electrical work, and whether the
girls' basketball team would still be able to
sell drinks at football games.
Mr. DeRose smiled, fixed his gaze on
the group and said: "All of your concerns,
I've heard them 500 times before. All of
your peers across the country have the
same concerns.
Organizations mentioned in this article:
DD Marketing; Coca-Cola Co; Pepsico Inc
"OSA IODAY hopc1El
IIJr{a M1lutp11CI1J
lu serve as a lorunl
Iillilor
for trifler IlndelSlanding
Efitell.1144kcilsr•11
W10 unity to hell) snake
lidilol of the
It,,: I ISA Indy one nation."
Iililulial P4W
-..-Allc11If. Neubailh
Thomas t'wley
FauuJcr, &PI. 15, 1982 =1,
lhcsilleul and Publisher
Today's dabala: Adveilisliva In aoboois
-cilia school is brougli t to
you by: C'oki? S1ieakers-.?
Sure, schools cats
use money, but Ilia
ad buslness Is gohig too far.
The Kollo school district in Texas has de-
cidc,l "l"uke's lite one." Al least it's the tine
willing tis pay schools $4.2 million over 15
yc.ws to allvelnse Coca-Cola pl"rklocts.
The lelfersOrl County school 4141licl in Col-
oradu is selling its students as the next Pepsi
gcnciation — for the price of $2.1 Million.
Boger to build brand loy-
alty, soil -drink companies
are aficring school districts
big bucks for the exclusive
right to advertise and sell
their products at schools.
Schools have raised
money selling ad space and
halftime snacks for as long
US they've had yearlsrsoks
and football games. lint
these exclusive, multi-
million -dollar deals are
usher iug in a new and trou-
bling age of educational
fund-raising.
Anyone who doubts that
massive financial support
from the highest corporate
ate
bidder can muse a school
srhnuls that flays $8 million.
I he deals ale file latest twist in the cone
nicrci:dil:dion of eduration by big conoµrnics
eager to teach studcros. Since 1989, %hell
Channel One began proklucing daily news
Shows for schools financed through youllr-ori.
eine- commercials, in -school advellising
gradually has expanded.
Bill Iltere's a rlillcrence Iet%een the exclu-
sive coulracls companies are now seeking and
other forms of advertising in schools. The ex-
clusive deals limit student choice and calk re -
otrfl Sd000l of8dals werari t amosad
by Mike Cameron's PeW shlit.
to sell out its independence — and Strdents
— need look no further than Greenbrier I ligh
schlxwl in Evans. Ga.
Senior Alike (Cameron was sus1wilded last
Hiday lir interfcting with the school's ellorls
to raise $10010 in corporate rash. alis of-
fellse111e wore a Pepsi l' -shirt on the school's
official Coke Day.
According to a survey by the Center for
Commercial -Free Public Education. at least
14 school districts have signed exclusive pro-
motional deals with Companies selling soil
drinks, sneakers and telecommunications
equipment. And the marketing firms that bro-
ker the contracts say hurulreds more are in file
works. The most lucrative to elate: Coke's I(F
Year contrall with the ('ololadu spniugs
(pure allrcaiional institu-
tions to loc the company
line.
1'llal's what happened
when the University of
Wisconsin signed a con,
tract with Reebok. Ii
barred teachers and slu
dents from speaking ill o
the shoemaker, a curiou!
lesson for an insliluliol
that should be teaching it:
students that the Consfilu
tion guarantees a light U
free speech. The clause
wasn't removed until law
makers complained.
In today's ad-sahrrata
world. kids don't net
nonexposure to MAA
Avrinue-style hype. Yet that's what they're
(>;fltting in school systems like Texas' Grape-
vine-Colleyville district, where Dr Pepper is
paying f1.45 million over 10 years lo adver-
tis4 fu gyms. stadiums and atop two schouls'
roofs.
The cola ads are so lucrative that the school
systerp is branching out. Now callers phoning
the district are informed that the voice mail
Nit
is "proudly sp ollsorcd by shr oder
(l.Jluonlics..•
There's plenty that curtorations can do to
shpp,:rl schools. from mentoring programs to
ads with no swings attached.
Bill when the quest for corporate support
drowns out a schrusl's cducalional mission, it
has gone ton fit -
Business, schools both win
Corporate
Partnerships
help education
Ily Dan fkRosc
Adost people understand fire tremendous
pressure on both public and private education
to increase student performance and enhance
edpcational quality while containing costs.
Providing students with a quality education
requires adequate funding for leacher and
staffsalaries, supplies, maintenance and oper-
ation of facilities, and general operating bud-
gets. The simple fact is that funding for
schools ollen does not provide the necessary
prase for achieving high gnalily.
Corporate support in edocpption helps
school ollicials ova -conic the interrelated is-
sues of cost containment anpl quality enhance-
menl. Funding provided by corporations en-
ables schools to save programs that would
otherwise be eliminaled and to purchase State-
of-the-art technology when funds otherwise
would be unavailable.
Various business/school partnerships (ex-
change programs, internships and equipment -
sharing programs) give stridents learning op-
portunities that benefit all involved.
To suWst, as some cynics do, that corpo-
rate involvement in education is motivaled
only by the 'Umom line" is unfair to enter-
prises such as Coca-Cola, PepsiCo and Cad-
bury Schweppes. l have found that these com-
panies are genuinely concerned about making
a contribution to educational quality.
Partnership agreements. whereby these
companies share revenue from vending-nta-
chine sales with schools, ease the pressure on
taxpayers and elected representatives to con-
stantly increase funding. When these compa-
nies are allowed to advertise their products in
ways acceptable to parents. students, teachers
and administrators (on scoreboards, for ex-
ample) there is no loss of academic integrity
or compromise of principle. The key is in-
volvement of all concerned to ensure that the
partnership is a "win-win" for both the corpo-
satirist and the school.
Finally, i think insist would agree that there
are limits to fire extent to which corporations
can be involved effectively in the schools.
That is why both parties should always con-
struct relationships basal ultimately on the
benefits to be derived by students.
My experience has been that business firms
such as those cited above, while mindful of
their fiscal responsibility to shareholders, real-
ize that producing well-educated students is
the teal "bottom line" for the good of society.
Van Ware is rresidrnr til' VV Alar! ain
list., ire lhrrfdu. Chis
Ll -
Are c:.-Cftlsity
hruttti Coill'i iic"S
an (f.-wrip1e of
ittc•rcused wits -wilt
pelrrrterirt,, (W
tt sra)II'l-t11711
p c , cull of
theCnitlperlriutf
b% -cash -rich
i,'M17011ties.
'
Locking
up
Revenue... r
ckin -
,, t Ch ce
ontracts
By Karolyn Schuster
dininistrators of the University of
lowa:(r'e in [lit: I1t1al s1;1_"es of I1L'_(1lGl(-
in" an exclusive brand contract with
Glca-Cola that will leave the urtiyer-
sitv's 27.000 students without access it) their
favorite Ni4i1-drink. Nlouniain Derv, a Pep si-
Cols produc(.
Iii Colorado Sprin_s. the names of high
school juniors and seniors with perfect atten-
dance records and 3.0 arvde punt( aver._ s
will he submitted for a year-end drawinu for
a nc•.v iu(onio bile. The pronuition. desi_ncd
to improve student achievement. is funded
by Coca-Cola ;is part of as exclusive brand
contract with the district.
L;at year. Coca-Cola introduced its
(It"SCSI hC': l'ra_l'. Sur'J.. in a nlarkettlL --vent
sta_'_d on the campus of dic University of
Minne-
sota. A film of the c%en(. which fea-
tured ;nriveisity :r(idetirs ,cr::nthtin_ up a
.now nuxultain to reach the panned hevcr-
t used widely in a nillictty rampai_'n
fur flu product's national tltiluut.
>5-iniilion tr '.cling ro;:d show Ih;:t fcn-
uires frier lights. nlusic.::nd hi_-n:ane athletes
;o (e .Cit kids ailout f iulcss and heaith is spon-
orc iby Hv.dthSouth. Ilu :wntr: I;u'ge>t re
11ai1iii(atinn and outpatient ,t.rL'_."•; conivanN.
Fuildin_ I it the pro__rant eonles Front Tr;nel-
rs Insur;lncc and from Coca-Cola..��ie�
,(_:led a lige-,:ear ..�clusi'.e:�;ntnrrsitip
;nc.^.t '.villi the eomp:aly Iasi June.
The cola '.vary are nuthin_ new. 'Tire ,ori
drtnk hu.siness is a cer,: loc::i one and there
1%; e beCil excfusi%e betwctn bot -
(lea and institutions for fO %cars or more." ;av s
Jim Dinkins. managing dir, r -(or of immediate
34 F=-BRUARY 1998 FM
consumption development IitrCoca-Cola.
Still. the deals in recent years have generated
nwnben sta_geang enough to make national
headlines. tblanv point to the highly -publicized
'S 14 million Penn State aurcr: lent (with Pepsi-
Cola) in 19112 ;is the event that really encour-
aged the Ircrid on a national scale. Even that
number paled in comparison to the It) -year.
S:1.5 million eon(rsct signed in I Y96 between
Coca-Cola and the University of Nlinnesoia-
going after volume
markets
Exactly how wide-
sprc;:d is the prtcticc".
Ron Coleman. a
sookesman for Coca-
Cola. notes that of the
;.600 colle_es nation-
wide. fc%• cr than +Utl
have exc!usise brand
contracts.
While [h;a .vould seem
to indicate lull a modest
pcnctrati(n. .vitt;( those
nurlti"ers doll': say is that
almost all )( ;itcse eon-
irac:s hu\ e nce:1 Ite_'�II-
:oed ,ince :he :111d -90N,
and dial 171an': luck up
pe_li'ic c;tile_es well
into the ue-t decade.
Further. the sante
k:ilds of eonzracts are
now nc_innin_ to;:ppear
in the K- I-, school seg-
rnen[. as financially -
strapped adminis-
traors there assess
the value or their
student,, as an ex-
clusive customer
base to the same
companies. The terms of
the contracts are also evolving.
arketino dollars
The early deals were often described as
..cash and a scoreboard" arrangements be-
cause they almost always involved a bever-
a_�e company's "contribution" of a hi_,h-
tickc,. state-of-the-art lighted scoreboard for
the university athletic stadium. Today, anv-
thin'.: '_Toes.
Bob Moore. the deputy school superinten-
dent and chief financial officer for the Colo-
mdo Springs district that is staging the auto-
` mobile giveaway, says other revenues from
its exclusive dell with Cocl-Cola will fund
In annual teacher awards banduet. collC_e
scholarships for students and a leadership re-
ir a for members of the administration L.nd
hoard of education.
"GXC!uSiyC cuntractS allow US w make a
meaningful contribution to educatiu'n and
_lin Some terrific business development op-
portunites at the same time." a Pepsi-Cola
spokesman told FoodManagement. "This is
Pepsi's market. Pepsi focuses on youth. teen.
in particular. Students on eolle�e campuses
are the heart of Generation Next."
"There's a considerable value to these
companies in creating a Coke or Pepsi
drinker in the 13 to 24 age group,- empha-
sizes Barry Scerbo, dining services director
at Penn State.'It's a very impressionable
time in their lives, and if a company can cre-
ate brand -loyal customers at this stage it has
a good chance of keeping them for life."
"Dollars are what's driving the trend to ex-
clusive contracts;" says John Walker, execu-
tive assistant in foodservice for the Univer-
sity of iNdinneSota. "But what's driving the
dollars is the marketing. Coke has ,town the
beverage business tremendously on this
campus. They've increased the number of
machines, added locations, installed new
state-of-the-art vending equipment.
"Pius," Walker adds, -'thev've backed it up
with creat marketins. Richt now we have a
fold cap' promotion exclusive to this cam-
pus. Under the caps of the 20 -ounce bever-
;i_e are coupons for everything from books
and compact discs to free tuition and rnom
and board.'.
New horizons
"It's a new horizon to realize that everv-
thin__,'z for sale." admits Steve Bowers, di-
rector of dininu services at
the University of Iowa,
which is nc_otintin_ an ex-
clusive brand deal with
Coke.
And whether foodservice
directors like these con-
tracts or not. manv are find-
in-, the revenue streams too
large to resist.
"We've all become en-
trepreneurs nn college cam-
puses, says Julatlle kiehn.
campus dininu, services di-
rector of the University of
iVl issouri-Columbia.
"We*rc all looking for
ways of __tting funds we're
not getting from the state
anymore. Colleges and uni-
versities ne--d those rev -
The contract Penn State signed
with Pepsi -Cala in 1992 increased
the visibility of and interest in
opportunities represented by
exclusive brand contracts.
The early deals
could often be
summarized as
"cash and a
scoreboard"...
Today, anythin.
oes.
FM FEBRUARY 1998 35
Brand
1 '3
Contracts
enues to support our academic pro -
Echoing that point of view in Colo-
rado Springs. School District I i',
Wloore refers to an Education Wee';
report that showed Colorado funding
per pupil had fallen to 48th place
among the 50 states.
"The public expects us to be more
entrepreneurial in looking for other
sources of revenue."saysNloore.
-We can't expect new revenues from
tax increases anymore."
Grades h-l_'sign on
The exciu>n'c deal with Coca-Cola
that Moore', distric[ put in plac:: this
:cilool year will add a minimum of
j7(i .i 00 to rho distric:': 56 -school
oreruting bud -_,e,.
"Tile fact is that principals need ad-
ditional revenues to run programs
Ill:;[ aren't _vain_ financial suopurt."
s;rvs fill 3enza. (oodser:ice director
or the Mesa. AZ. school district.
"C:ubonatzd i�evcrages already arc
heing sold on hi_h school c:unpuscs.
whether by the athletic department or
foodservice or through a contract
Q.:ch principal ne uotiates for his
,c:1o4)1. If esciusiv]ty can increase
revenues tor each school and princi-
pal. then it is groin_ to he considered."
,he says.
"There have been maior concern,
In the past about extendin, such deals
to the K-1'_ market and the influence
in :crave companies might gain as a
"Csalt" ,av, Dan DcRuse. founder
;;ci nrestdc�t of DD
inc.. the
nsuir.r.= '")moan .
teeniiate the
Sorrm,_-,
adrr,ini,tra-
ars n;: •:e •gone to
re not
io hecolne
.)e:.
::a
•0ose. "Thea I'oolbaIt teat" uni-
forms won't have a big Coke logo on
the shirts.
"What dues happen is that admin-
istrators now have nxmey for some
very worthwhile programs that
wouldn't hay. been funded other-
wise. And the beverage company
gets to be a big local hero by support-
ing school programs that have a lot of
visibility."
Coca-Cola spokesman Scott Ja-
cobson says. "Murc and more it's not
about Coke signage or a scoreboard
in the stadium We've funded locker
rooms and athletic equipment and a
lecture series. We've eveirrenovated
campus buildings."
Still. from the vendor's point of
view. these agreements ";:re not
about building a parking deck on
campus." says Coke's Dinkins.
"We're interested in the opportunity
to market our total brand portfoli(.
You I'ee! like an I"d test today.) A
fruit drink". Try our brands. T;tat'.
What h::s valve to us."
Such deais also have their sh;:re of
detractors. inc!udin_ operators who
are reluctant to Bice tip product vari-
ety and manufacturers who ,c:: such
practices as monopolistic.
Upfront money
'The problem with these arrrn_e-
ments is the upfront money.- says
one manufacturer. whose company
offers customers tuntkev retail-stvle
bi anded concepts.
While agreeing that an exchange of
value is an essential part of all brand-
ing contracts. upfront cash payments
"lead
our customers to expect suppli-
ers to buy their business. and to be-
lieve that we're all willing to do so.
"Our company prefers to move a
sale awav from the idea of handing
over a check. We'd rtther see an em-
phasis on how much we are willing to
spend on support services over the
time of the contract."
One fact that's often overlooked is
that only a portion of the advertised
promotional dollars are in hard cash.
In most deals. for example. the
beverage supplier takes over all
vending responsibilities. ibluch of the
calculated value reflects an estimate
of future savings the institution will
have: from no lun_er Navin_ to make
the capital investment in vending ma-
chines or having to employ stuff* to
service. stock and maintain them.
Other savings come from "selling
ort-' existing vending equipment.
The profits From increased hever-
age ,ales and the extensive marketing
programs that a manufacturer tvpi-
cally brines to generate those sales
are also valued in the deal. Coke's
Dinkins says overall campus bever-
age sales typically increase from 15
to 50 percent as a result of such pro-
motional aetivities.
On -campus promotional signage rights are a key aspect of mast exclusive brand
contracts. Below: a wall mural in the tut] Cate at the Goizueta
Business School at Emory University.
"�r. A :_ -
I'v
zB.-rand
titCir i�a.yn �nit-
Rut incr ;;sin_!s. ill."ta uiuns
.i:;:C :u in�!ttile ilnesttnents that a C:un-
;xa nr I•U,1ll1e: ie:: JCp:u-[IIICm ,ne i -
lies. Csc:i it the: Llon't Jirecthr rc!:ue to
:Le hea.vra_e pro_r:utt.
in :lie Universav tit' Rhotic (slant!";
::e1.1. Cnnu:;C: with f Cnsl-Gtla. the `'c•:.
_. :n anulaC:ur.r is j;rne ittin; tlCrlm-
.,..::lot of ;;sit tali ul .y itiLAI is ..,-
n;;:r'.:Cti for the libr::rvr. snide u
C:'•: iC�s t inC!u�!in_ C::r�er;uul lin:utcial
u�i ,..:ices 1. ,_nnunuer solhvare. and
:rJ .vas. st[Ch s debit C::r(l rcatlCt�.
71ie.i7(1).(11;11 :out« :I Cash disu•ii1ti-
W nt ;urCuiur::Uu'; 1)INWICt I I tys etls-
:: to prn, idc: = .i!i111cach to the
...,a.e!Il:'� ;lllll n:nU\�:": Il;e t1e11;Ilalle:lt�.
iU_h cttuul. 'i i x.01111
:::C 11 in iilUl� ,e!uu,l -111d 'S 3.000 lu
..._a eie:nern;;r �Chuui.
i'•'C•. iuusi•..:n:;n•� �I I)Isq'ilt 1 I'. 4n
r r::C r.,.
"Thcvk:
ntd :roti nut-;u-
_.nt,l untr:lets
Intl there ; ;vs
�luure. "�b�itlt
,tic distriQt v-itle
•.viii he
_ellin_ Illi),
100. or 1111';.
iner,a>.:, in
rev caue 1 runt
theirhea:c:'a_e tentJin_.'.
Many contracts are accompanied by a commitment to special promotions to
help increase overall beverage sales. Above: festivities at the University of
Minnesota where Cake staged the national roll-out of its new Surge campaign.
There's no Crue lunch
One Cu;t to lite instittttiolt with
these eUlltl,;c:" i; a loss ol,Cht,icC I'Vr
C:utnnter>.
"We h;;d <ontr :•c;a ,lie h:utl 1.loun-
i::in I)ew Dans—it was one o(nut• tolt-
sellin_ heve: __s." says the Univet-sity
of Nlissouri's Kichn. "When they
cnuldiCt their Dew. w•e saw ;i /Iron
in husittess. But slowly i['; Conlin_
hack..
" 1Cs haul it IItink ul' it ;;s a total tyin-
,ti in 1itu:ttio11 IIC:.RINC by cnnunit(in_ to
one hr:inti. %ochre _oin_ rn ntakC flail
h B of s de l
l ii J i ih iJ
i%"en ;r ::oines :'o exCtusive �rwid con:ra,c:s :vi:ft 2cucz,-
r
bers." says Roumph. "A typical sc: col district contract Pro -
non Oehose .Ind MA -d .iourrUli. 7raS;danr
vides :SCO to 5C5 per student per year. That means a district
) .;r;c 1tce-ore_;aanr or _aD b1.;r1`erJnn !ac...;now ;;;e inside
.vith ?0.000 kics may be abie :o realize X900.000 Der year."
_. 1. As xtVenc direr:or a1r Sourlrern ,r,Jicrjco Universav- .`n
daveiooed a; crocr:im ,-jr.orcorz7ie soonsor-
Does a smaller school get lower numbers?
�.as .;nd ,;n exc:us;ve ceol :wtr/7 Co;e'hzr:, cra. Sao rho ie.6'
here s little variation for volume or anrollment." says
-unds :Dison :rom .3.30.000 'O S-r0U.CCC onnu;Jly :n ;usr
GeRose. Deinograchics—:n terms of income !e:reis in a dis- <J
c;ir ; e.;rs.
trc:—are more !ike!v to affect 'Me revenue !eve! ;flan size.' �
:'/tie^ Rcumen :vas mzrxerrng caordin; rcr for Sc. -mai Ois-
"' ;. J !il ,=.onto. rha sc;rol dcara 'hrazraned :o cis.Tanile
What formulas are used to establish the revenue level for
.,, ';inn sc:;aci ;r1,!avc arogrrr unless'; 7,incr.;l succor,*
the scaaol district?
=; ;c(iid::e,CurJc. Curr/crl;;e_^.ariaredwnx,,aaeiie:ras:vasrhe
"Our ;ompany has its own .vay of struc,uring thase,
or;,no sort dr;+..t Jea! 1r r,`a X - 1S !eva', dna
deals."says Roumoh. "'Ne negoriate three things. Firs.. the
� /�0 0 1 fJt,O r� /
rrr :h.,n.�G00.0GG:iJiJe:i L. iiesalnnr.�.11(:.
! :e that Jr be "D90.900al ')
hexa usive rights 'v. r year or mare.
-.:;.;:-.:Ira ::vv ccnsuit;rrrs :nzrkef .his concaur ro _--mver-
decenc;nc on the ;istr;c:'s size. Then there :s a guaranteeu
:r`31:^0(1!(1. ger@ is :i/,.r,11e:7
Ininlmum c0mmission on ?%,V! .crvtng sold -1@','s sav :,n- ")
;`d or„nu �.,c:us,,ve.at7eilorr7enon.
otner SZO0.000 ., vear—•on ail soca revenues. Tire shirr, nor
r�
')
is an additional amount if Dr0iec:ec saies are ,xcaeded.' A
:J)ry 7idn” we see this :,paroacd 10 year zoo? :Wry note?
f}
::uCat;;;nz,i its:ttuttons :retch ' ;n `� ?unuirq :s;s
What assurance does the scaoot administrator have that
-", i '.n sic -i." toys Roumon. ""'ire :.u.^.ii c :von t r :rise axes
serlice won't Soifer? j
.....:nit .,.vet r °unrino per ouc,i Is Ja;,trClinq !iverrr rear.
!t Jotis do yr to the Fac: ."at'ne ve^aor has ,cmmirtac 7,
41
t .t ,o ce " alive in'i ainq
;r= =auzatr ;haa. nee , a
ev s G c�°a. --co venocr :s Goin
bIc :aur.< of men,,. ' ;ay., e.. ,.. o t tat - q f
;cCl:!Cna yea:agues.
to se.! as :-.iucn pco as he czfl. =nc ^e s going to ce!l water ana
'
tea ano scors drnKs as muco is ne an. The :vay ne does ;hat )
:Vhzr'.� the biggest hurdle you have to overcome in selling
is ,o mage sure :he customer has 'he irides, variety of pros-
')Jr3naeXC:rJsivecanimc.stoscnoolboardsvndadminrstralors?
uc:3 avaiiaote. b make sure tl:at no machine is aver amps) or
" iie btagest :lurcle is getting them to :,eiieve ',re num-
broken. and to install more macnrres at more locations.'
42 FESRUARY 1993 FM
1
Pros...
for the oaerator
Revenue generation. Exdusiv
theory should increase an opera
overall revenues from the sales
specific product lines.
Signing bonuses. Contracts us
carry an upfront Cash conrriburi
commitment at the time of slcnin
Support is often providea for
grams and services that :vouiti not
ermse be affordablelavailacie.
Labor/equipment savings. The
p0er usually assumes responsibdi
the servicing, maintenance, re
purchase :and replacement of vers
and disoens:ng'quipment as :v
related refrigeration and ice -ma
supplies and equipment.
Traffic. Suppliers rout:nety s
promotions to attract custcmers
generate goodwill. These increase
fic for other produc: sales as -,veil.
fop the suoalier
Site monopoly. The manuiact
gets exclusive on-site access fo
product caregory specified.
Long-term contract. Manufact
is freea Irom bids and contract ne
ation for ane term of the contrac:
has more time to devote to marke
promotions and customer service.
Enhanced image. Manufacturer
lances :ts image -with cus,cmer
being associated with hes, organ
tions services. athletic;soc:aI eve
ac:ivtties and programs.
Market research opportunit
Nlanufac:Jrer has accass ,a 3 ma
audience with .vhich to conduct
search. les, products. and solicit i
to refine marketing. advertising
promotional activities.
Cans...
�... for the operator
Reduced choice. Cus-
tomers with alternate brand'
preferences are denied on-site
�'��-y0'" access to these products. With-
out competition, say some, manu-
facturers don't have the market pres-
sure to perform.
Foodservice budgets can be under- .
mined. Removing a high-volume.,
high -margin product group such as d
ity in beverages from a department operat-.d
tor's ing budget—and moving the revenues s�
or the and profits to an overall administration
budget—can seriously skew existing
uaRv financial ratios and projections.
on or Foodservice departmental author-
ity can be usurped. In a worst case d
pro- scenario, an administrator indepen-
oth- dently negotiates the contract with the
manufacturer without consulting food- i9
sup- service. which is then required to meet d
y for tha terms of the contract after the
pair. tact.(Don't kid yourself. It has Mao-
ding-
ao-ding- pened.) ?l
eit as Negotiating handicaps. These con-
king tracts can be extremely detailed and
difficult to negotiate. Savings and reve- irj
,age nue increases can be exaggerated.
and Manufacturers. who have negotiated
;raf similar contracts with other cus- d
tomers. have the advantage of expert -
encs. Most experts strongly recom-
mend hiring a consultant to lead you
�. through the process.
urer Less room for error.The longer
r the terms of these agreements mean mis-
takes and oversights can cost the oper-
urer ator for a longer period.
and for the suaofier d
ting. Higher upfront costs. Signing
bonuses can be significant and tie up
an. funds that might provide more return
s by elsewhere. Minimum annual cash out -
i -a- lays are committed in advance. d
Ws. Market risk. An operator's volume U
may not increase to the degree ax- ei
les. pected if customers find alternate
rker sources or competitors brands. d
re- Terms are fixed. Service terms are d
in fixed for the length of the contract and d
and usually cannot be renegotiated to pass
an increased expenses.
a
yourcusumtets!nad:'s ys the Univcr-
sit-v of Iowa's (Bowers,
Another cont ol'these contrtcts usu-
ally appeals in Qte I'mil ol'higher bev-
etagc costs to (tie operator.
"Essentially. these cuntcicts Elimi-
nate the middleman. The cumpanies
charge more for the product and then
sive the money back to the university.
None of this is dune without an e.e-
pense to the students,' Bowen says.' -It
can be a wav of charging the customer
more and _,ivin_ that money to the uni-
versity. it's a redistribution of dollars. a
reptnitioning of dollars:
'"Pepsi and Coke c:m paint a pretty
rosy picture for university administr a-
torx. There's all aIIIIUdd of 'What can
we do to assist you in your time of
ne-dT." says Richard Turnbull. associ-
ate director of university housing and
dining services for Oregon State Uni-
versity, in CUlv:alli?.
"It's easv outer why athletic depart-
ntents embrace these contracts. Thev
don't Cost theta :mvthing. Its aixo e:tsv
It) sc;; Why t'4 ,user% ire i. often alarmed
by them t>_C uase We do p:ay a price.
Orr un State's lung -term a_ro;Lment
with Coke was drivel primarily by the
athletics drp:artntuu, tvhiclt needed S t
million fora new scurehoard. A cam-
pus -wide exclusive contract for foun-
(Uin :and bottled hevera_es got the
scoreboard but foodservice is pitying
mon: rorhever•gcs,
"Cake is recouping' its upfront
muncv from higher product prices."
says Turnbull.
..Who pays those highcrprices'' Res-
idence hall students. Once we Knew for
certain the university was guin_, with
an escittsivC brand. our C116CC w;ts M
tubby either to minimize the impact on
price or u, build something in lOr the
residence hall students. The result is
Illat we're paying higher prices, but
lvtt've got 'S300.000 in renovation
muncv t:omin_ in uver.ix years far m>-
idenct: hall dining facilities."
' 7ic important thing for toodsen'ic�:
directors with these deals is to be in-
clude, in every. aspect nr the negotia-
tions:"s;tvs Kathleen Gianyuitti.dinin-,
service-, director at the University or
Rhode Island (UR 1). in Kinston.
"We've all heard the stories of col -
FM FEBRUARY 1998 43
`J �s:�11 L7 ������•S.t,�3� ,,r��`i,���iit`I!1 i `i�l•i��
Ic••,, • h.k,:-l,resiticut" uhu nIuc>,illculi;ll Ir•,:!
hint linnt a hevcracc t:tunp-ally fur ex- ut:•, nuc dtunr, Wt.-
ciu,i�.c richly. ;Intl laud>t:rvicc Intl- vic;:� ,lirc�_tur ;11 a
n; up Ravin•, ti runt fur tllr sclu)ul Ih;tf nal
iu„duct. These deal, ahl•cet sur "INI- vet sitalvd :in vx�la
iiy It, tau husiness. TIlQy IITCut the siva hralltl cunu':,c
I,ricc '.vc pay I'm- ilio product. what •'The adillitli,u'l-
Rru,aucl� we ;n'c 1110%V k.1 to sell :utd tars Ileo it ;:N a
vhcrc they c.w l,c .old." windfall ill' ntt,ncy.
III 111c nc_„tialiunn at URI lh;;l 11,111 I'.u,tl�crt'icc is
I,rn,iu _JCI ::n 1 u,i V tic:iI tViI:I Illc,ult: :lcalin_ with
il:,: inclutletl :all ill,. :t[ impel ,.vita
iil� ,i;atuuil!i. "L••tn": - . '',��`lcr,: , ntv
IW1
hill •.bC ,'ll 111c hc•.; �hc :;t itiN.
li al -,,c enultl. "I'lI„1 of
ti,:;t!tluittia:int, rcc:>nrnw:nln chat +crviccart:a� I •,vuuld
tn,lclu, I,c ipc!wlt:d in ennuaci dis• hk: cel'; ca1'cf11f I„
i,,� Itaain•_ hl'_Ilt'r I,ricc� uuticr IIIc ^,nialin_ the can-
„nli:;�l." to I IRI'. c„nn;tel. vcndetl Irata ".ay.l�ichtt
incria ctf Irnnt 7i "!'lint_. tiftctclitlry �cln:(lulc..
.:nl� i„ `:I .toll iu,nll:tin i,c`rc:a_c .pcciivin�: whu.tuc!.s Ilt� cnulir�.
n:•.. .li,. ,.h,:tinletl iui nit,tic>t in lila „i enln..r v„tl"rc nal _ nn. 1t, I>t
,:,•::,�:•.t,ccra livevc:(rperuul. ahic I„ <lwciiv eveCylltin=. lltc
_St„�t I>nclles loon the ht:vcra�c• hl__enl paint i� lu U'`r lu nta6c Iltc 1,c.
Ill HeallhSoulli's agreement with Cora -Cala. the organization became the
exclusive provider of rehabilitation and other services to Caca•Cola
employees. Cake got exclusive access to HeallhSoulh's 1.700 facilities
nationwide. Coke is also a sponsor ni HeaUtlSoulh's " Go Fur It!" roadshnw
(above). -.which reaches thousands at yuuuq people annually.
tati„u.Nhip.1 ,r:tl 1r411nci\1111).
"ltulll "ilio. want 14, "Cil nlm-11
h>rutlucl ;1. 111k:” i:ut. R{ -lh .i,icN tt:nn
w sali�lw :1.� nl:u(v iunlunlcr�;;.
hlc. Y'tnt•sc :)( 1u It,c•m un !Icu.�• li �l
in -fine sepinvies tha", ]OCR UM ProduC1 Specs
3,vcit,yls aren't the only Colegory in
How it works. Typirolly. a foodser-
hers are simply handsil,7l;a. ,,area
,JInI:!1 Ill.- uni, ac, exclusivY
seek
vice opelatur hires a manuiartur?r to
Iments. "Legally. there's nothnul Io pre ->)
j .alrrl!;m-ms. A urowinq numbitr of roin-
install its htaiided conrept in an opera-
vent me from selling anodwr imauilar-•
,):a1111S r+rP ;'Helonq to loc!( up prodiiri
hon. The uperalor in turn :agrees That
turor's trot dog iron) this supptier's
.;;µi::1 canons by designinn h)nikey in-
only Hit! manufacturei's pl odnct line
station, hot the fact is. I wonldrl't do il." �
:uu; elyelr/ ;4,1[10113 that advertise. dis-
'roll he sold at that saivety.
Such exchi wil! hilt nun-huldirta a'
I)I.ty.;Illi' 8RVW,';1lIIl,1C11fe product lines.
Arranyentt,,nis `larl. 5uinelimes the
rangemellfs appeil to both mainim.clUr-
R
-��-,
oW:lmor p:ays oilly 3 Ir111111IND'1111011111 171
ers and opkr;ators lot ,7 varwiy 1)t re;a- ?1
`
ih(lsrtvely:anditsprndnetinnPaniputenr.
:inns. Flit the opei;Aur. thm) avoid i
-
lhi! Iiii1111tflftnle! IPUL)IIl)!; Its Capital I;ost
1:0111plew lock ,lilt i)I t:olttpt!(Illtt nl,ll11lei
_ ' a
-lilt)
front nu:reaself Sales of prndtlu,lt ilial
1111 urlijiul111 .ill opelalioll :lim ;muni .1 `l
1
(;,d1U11. fit othul raises• ille opPlatol buys
Info(-tertll i:mit11Nmient th:lt C;;II iil5iricf
9 a "
1
ilul,!tpnpnlntU :uul. in lxrlt:lnae lilt axc!n-
fioxihihill ii Hit! Oper ;lot dl;I;uiP I:n:;
r`, t
;;vliy, lu:ynil:ll .1 l,)+,el!t pl u::! lot Ilii!
tnrlus': 11:1,11! ilwil of .t ;periiir, I:nnrcni
�Jt)
pnxlnrt Irn:r 1111,, hip vl IN! :ulrP!inu!nl.
Flo ilio nl,;nllf ;clniilr. 5:;1e!; vninn:l;
All suit; III mhor opta)ns nely he in•
or Illi! teaillic'd Inndnct Inst.,.;!utosl :n- l
' '�_ !
,:flllh;t h; II);lllllfarhlll'1'-I)II)4ltlt!!I il';llllllpj
`larGlf)I'r of till! -;;If-
}
tui alit;:;ervory stail, regid;,,iIv ;t:iu;tl
WWW! nislat'alon. Thl::n:a(:ni;,rttn,!( '7
"�
nicltl i 1W;IVs :Intl plrnnununs• (;:lsll
Ilse ill!ntlriis tram s;n ,nupluul rrl:auull
�) In•linn and maniltaUUref brand:IatlnOS are
';Ilusidws lot- vollllne IIIr;Pa5;;;; :.hove
ti
;1111) that atforlls ollpornitlilits to (I!;' f}
another way:unpfiers seek to lock un
I;erraill levels, efr.
the r)perator's r,U5tonler base for proal-
prnuuct:pet:.Above:ASchwansSummit
Some arrangements call be /Ply in-
act testing, customer surveys. and
11 Sal) mut at Orake Universdy.
formal. One healthcare director says
market research
44 FEBRUARY 1998 FM
,Oanteca (-Uvizttec gehooP ctsthidt
Post 0tfice Box 32 - Manteca. Cali tomia 95.i3b • Telephone (2W) 825-3200
August 16. 1999
To Whom It May Concern:
In the spring of 1998, DD 2-_arketing, Inc., met With Manteca
unified School District to discuss the scope of services the
fire offered in regard to exclusive beverage contracting.
Manteca Unified School District had previously negot=aced a
five -ye exclusive beyerage contract for its high ;Chools.
With the contract coning up for sanewal, the district chose to
Engage DDM with the task of coordinating. structuring and
negotiating the next cffer.
The resuLts of the process that DDM coordinated were phenomenal.
The new offer is able to increase like revenues five fold! The
a:ccercise that DDM was able to provide co the process was
clearly a key component in increasing the value of the of-er.
The district had limited experience in negotiating an exclusive
beverage contract. By com.uining efforts with DDM, we were able
to position ourselves favorably, even after their fee. The
district highly reco:rnends this firm to any school d.istr=ct.
Sincerely,
iANTECA UNIFIED SCHOOL DISTRICT
Sti$
A ' stas��P era endent
Easiness Services
JO:dm
Academy School District Twenty
Dr. n""aa 1. i! vai : salp"WR MU,ss orsaw&
.yzR1k121ff1,tlow !} .ce Frio::: 71"9-4-Mdd
7674 ,tions. d n?aa Boultren4 Coi'drada SprtkSr� W *-911:-3899 Fe= 719.39i -9S34
Z - Mail:
��l�dK"'.l�fiCt•.e9�
Web Sit$. -,14ne.d29.ro-edu
1999
To Whom It May Concern,
This is a letter of recommendation for DO Marketing to companies or school districts
that are considering rights agreements with firms to provide products or services in an
exclusive manner to their organization. Academy School District Twenty has
c--ntracted with DDM to handle all marketing matters for the district over the Last two
years and it is without raszrvaticri and with The highest confidence that 1 recommend
them to any organization.
Durx:g a short Iwo year �eticd of time, ODU has been rasponsible for initiating and
ralrnir atirg an exclusive rights agreement with Coca Cola and a preferred provider
agreement with U. 5. Wavz. These Two agreements will biting just short of $6,000,000
in guaranteed funds to the distrix. over the ned ten years and has positioned the
dis.rct to FurSue oMer •similarly lucmtive exclusive rights agrearnents which will further
erhanca our ability to offer programs and services to cur students that we would other
wise be unable to provide.
Tnr.:ughcut our ralaticnsi Bio with DCM we have ex eriencsd nothing but the highest
professional and ethical c^nduC ci ail of its principals and recrewntatives. They have
prrvided cutsanding sarrics beth Ware and after we signed the conaaay for DOM to
sarre as cur markeiu:g agents. They have been flexible in meeting our timelines and
pec:.,iiar requirements and tf.ey have: been steadfast in representing what was best for
the distric.. T:ey have been ex'.rameiy su= ssiul in developing AFP's which have
elicitsd responses from competing companies and in negotiating cmuracs with these
companies amici have proven extremely kw alive to the district.
F:rally. I want to stress that wiih virtually no exceptions, Academy School Districd
Twenty has rocsivead far mare per student from its exclusive rights agreements than
schcci dist; dt .s who neectiated their own agreements or who used other marketing
firms. The district's students, staff, parents and taxpayers have been the beneficiaries
cf DOM's outstanding competence and know-how. In closing. I give DOM my highest
recommendation.
In the Academy Tradition:
Donald J. Fielder, Ed.D.
Superintendent
Our mica's L a prow& a rick --f w key *WWW AwFierhar
.t. �......e,.� ,s.+..A&k SMANU are rweoai► 048 r bWW WY*firs sreosst
"M
October S, 1998
The EducationalAffiance of Pueblo:. .
... apartnership for quality e&cation
University a(Sauthem colomo 1=0 9onfarw Blvd. Pueblo. CO 81001-4901 (7191549-2511
Pueblo Schaal Dietrict No. 60 319 \V. l Ith strait Puebla CO 51003-2&M. (719) 549-7loi
Dain: Roudebush, Ph -D.
Mr. Ted Makarewicz
Direntor of Purchasing
Fulton County Schoois
Coik$e Park, GA 30349
Dear Mr. Makar-wic-,
Aisisrant Serricvs
.i=6are 1'Ice Prvs:denr,foa,tdmfnisrnatie,+r Son -ice,
I .m wricing to you at the revue i of Dan Depose, President of DD Markmingt. Pueblo School
Dlstric: has beak associated with DO Marketing for several years. -They are the primary
marketing company used by the District.
Cv—: the ca4t se"ni years, DD Markc%ing has managed the development of our Corporate
Secr:_crsihip Program, ne;ctiared ==.Iusive provider agreemc s for soft drinks, and is rurcitiy
assisting .hc Dissc: in pre:: -red pravider agrcr-merKs for teiemmmunications s -,sterns_
The Cxpcmtc Srrertscmbip Program consists of advertising sales and development ofin4vnd
serYictsto eahanG .hc :a-=rrirular ac:iritics of the District Through the diligence of DD
Nizekeing and ;he support of the ?ueblo community, nc iy 5200,000 is raised eah year.
Additionally. DD Niarizarring was instrurn=tal in the den clopahe:ht ora tenegntiared eantract for
sod drink vending. Pncr to fie ne.v agzresne-tt, the Dis ict was receiving appra S6.16
per stude•:t. T,ie Heir- pac�ajc is r--;pr_-tc•1 to generate nearly S-27 per sunk-sa ror the next 12
years. �e tenacity and;rcfe=sirnaiism of DD Marl ening were tiro attributes that allac� this to
oar.
Cu::elationship with DO lyra kering ;has beet positive and has provided a nc:nendous beserit to
our stud ata and community. If this we t not the case, I can guatarttr- you that we would not be
continuing our relationschip into the arena of telecommunicarions. DD Marketing is the premier
firm in the nation for K-12 and higher education marketing programs. 1 would strongly
encourage you to cattsidtK establishing a relationship with DD Marketing if )VU have a new to
supple.nent. your funding scurt:--� for students. If you would like to talk in greater de*ail, feel frac
to call meat 719.549.7101. :
Sincerely*
David C. RmWebush, RLD.
Assistant Superintendent .
SCHOOL
DISTRICT
Kenneth Stephen Burnley, Ph.D., Superintendent
N'ovc:nhcr 26, 1997
To Whom It inlay Concern:
In the spring of 1997, DD ,Marketin„ Inc., tact with Colorado Springcontract
School District Eleven
to ciiscass the po,sibility of' bcconlin�c the sole -negotiator of all exclusive soft driu}; coact for our
-i
:e,000-s:udc:it district. Consic'crtll� the many intricacies involved v.,101 securing .1 multimillion -dollar
;oft drink.dcal. we rc:;!i,.cj tela( coli::in,2 a company twleich specializes in this field would definite!)• tic
in our bc:;l Illi \with the talented staff of lily \larkctirg would brim, considerable
Specif is cx!:c. knee :and cxll�rtisc to thc: tabic, experience and expertise that wo odicr%Vise Would be
Wk- ,a DD \i:;r e;i::g did for our district in the mantles that follor:ccl reinforced its position as
in this :: `.\ .:..1 c.Xciull" fic'.d of exclusive seil't drink vending. DD Markcteng'
- s staff
tel.^. lll�'7i:::::0;1 I:iU e1S i('alel be"i'ming to end, pittir1' Sof, dt•Illl: ;!ants a'iltllst Clch
a;!:c:. DD ivLlr c:in� ❑r,: mil.: provided leadership in the rcducst for proposal preparation] but also
o! fcrc:i wCt cerin: in;!ustr': resc: rch and exacting detail in other doeumems and the finLt contract.
i ilc result \vas c:;Ir,plecc hu`: -in. from site administrators (no mean accomp!Isilmellt)! W11cn all was
sa... ,,,,;.+ done ...:d tfic dust Colorado Springs School District Elcvecl found itscll" with the
C_.Icr.ai:iL' .:XC:t1S1\"e SCI( drink- colltmct-ill theIl. IlUll: a te-YCI' c..i with Coed -Cola
which, ii• saics inee:m%'cs :.. rc::c!icd, will be worth as much as $ I 1 million. That translates into about
534 per sutc!ent pe:r yC:tri
Dcspitc the lac; th:u our school district has Ycry strong nlanageni-c t and a highly competent
pracurcnle:lt dLaarclne::t, DD \•larketing's thorough knowlcd,c of* raft drink vending and its
profcssion::i — alld unyielding, — approach to the negotiations proved to be invaluable. I highly
rcco:nrlcad this talcatcd firm to ;Ill)' school district.
1(SBJPIIl
1115 North El Paso Stmt
Colorado Springs, CO 80903-2599
(719) 520-2001 Fax: (719) 520-2278
bumlcy@cssdll.kl2-r-o.us