Beyond the Sign on the Building: Modern Sponsorship & Naming Rights Strategies for Destinations

Destinations are under increasing pressure to generate non-tax revenue without compromising community trust, yet many still rely on outdated sponsorship and naming-rights models. This session reframes sponsorship as a strategic value exchange, not just logo placement. Attendees will learn how to identify and monetize both physical and non-physical assets, avoid common pitfalls, and build long-term partnerships that align revenue goals with stewardship and brand integrity.