First Security Bank is contributing public relations and marketing advice to the Utah Sports Authority, the state agency responsible for building Olympic facilities with tax dollars.
The bank became involved in promoting the Sports Authority and the recently opened Winter Sports Park at the request of Scott Nelson, vice chairman of the Sports Authority and a First Security executive himself.The proposed plans outlined Wednesday to Sports Authority members include telling Utahns about "the wise use of tax dollars in developing the park and the contributions made by corporate sponsors to offset costs to taxpayers."
First Security has been one of the major donors to both the Sports Authority and the privately funded bid for Salt Lake City to host the 2002 Winter Games, as well as the failed effort to get the 1998 Winter Games.
The bank also suggests raising money to help operate the Winter Sports Park in Bear Hollow near Park City by selling sponsorships for events, ski jumps and other facilities and even the park itself.
Contributors would receive recognition through the display of corporate logos. For example, banners visible from I-80 could be installed at the 90-meter ski jump in exchange for an annual contribution of $250,000.
The name of the park itself should be reserved for "a major local sponsor," according to the bank proposal, and posted at the traffic circle, entrance and on road signs.
The idea of selling the name of the park did not appeal to Sports Authority member James Young. "This was built by the taxpayers of Utah and I like the name Winter Sports Park," he said.
Randy Dryer, Sports Authority chairman, said the bank was not making policy decisions but just "identifying opportunities." Dryer said selling the name wouldn't be an issue until after the site of the Olympics is selected.
Phil Hudson, executive vice president of the First Security Service Co., said eventually the state would have to take over the promotion job. "We certainly can't carry the brunt of this forever," Hudson said.
After Hudson's presentation, the Sports Authority voted to allow him to talk to companies about donating a total of $160,000 to put plastic on the 18- and 38-meter jumps for summer use - but not to sell the name of the park.
Hudson said he had been working on the proposals for the past few months. He said he would invite other companies to join First Security and their advertising agency.
"We don't want this to be a First Security or an Evans (Advertising Agency) project. We just want to get it done," Hudson said, comparing his company's efforts to an individual volunteering to lead Boy Scouts.
Even without a publicity campaign, the park is attracting more visitors than expected. John Bower, park manager, said 825 people, ranging in age from 4 to 76, have gone through the jump course.
The course, which costs $8 for adults, lasts about 45 minutes and prepares participants to tackle the 18-meter jump. Bower said there have been only three injuries, none serious, and relatively few falls.