City Council

(22)\n26-0387\nTRADE, TRAVEL AND TOURISM COMMITTEE REPORT relative to\nrequesting a report on the feasibility of establishing a centralized\nstructure to manage the City’s civic brand assets, including\ngovernance, licensing, revenue generation, and implementation\nstrategies.\nRecommendation for Council action, pursuant to Motion (Yaroslavsky\n– Harris-Dawson, et al.):\nDIRECT the City Administrative Officer (CAO), with the assistance of\nthe City Attorney, City Tourism Department, any other relevant\ndepartments, the Mayor’s Office of Strategic Partnerships, and\noutside consultant expertise as appropriate, to report within 60 days\non the feasibility and potential benefits of establishing a centralized\nstructure to manage the City’s civic brand assets. The report should\ninclude:\na. An inventory of existing brand-related assets and intellectual\nproperty currently held or managed by the City, including\nregistered and unregistered trademarks.\nb. Identification of assets the City should consider registering or\nprotecting, and any gaps in current trademark coverage.\nc. An overview of the current governance structure for managing,\napproving, enforcing, and licensing these assets, including\nwhich departments are involved and where responsibilities sit.\nd. A review of current and past revenue generated through the use\nor licensing of City-owned marks, including how that revenue is\ntracked and where it is allocated.\ne. Recommendations on potential revenue streams, including\nlicensing, merchandising, and partnerships, and how they could\nsupport the long-term sustainability of the program.\nf. Identification of funding sources that could be used to support\nprogram development, including but not limited to the City's\nIntellectual Property Special Fund.\ng. A proposed roadmap for establishing a coordinated marketing,\nlicensing, and brand governance program, including options for\nstructure, staffing, and phased implementation.\nFiscal Impact Statement:\nNeither the CAO nor the Chief Legislative Analyst has completed a\nfinancial analysis of this report.