SEQ CHAPTER \h \r 1MARY: GOOD MORNING AND WELCOME TO ETHICAL PERSPECTIVES ON THE NEWS.  MY NAME IS MARY DUCEY AND I TEACH PHILOSOPHY AT MOUNT MERCY COLLEGE.  TODAYS TOPIC OF CONVERSATION AND ETHICAL ANALYSIS WAS SUGGESTED BY A LITTLE CONTROVERSY AT THE UNIVERSITY OF IOWA THAT WAS IN THE NEWS FOR A WHILE THIS SUMMER, YOU PROBABLY READ ABOUT IT.  THE UNIVERSITY IS BUILDING A NEW COLLEGE OF PUBLIC HEALTH BUILDING AND THEY ESTIMATE THAT THE BUILDING MAY COST SOME 50 MILLION DOLLARS TO BUILD BUT THE WELLMARK BLUE CROSS AND BLUE SHIELD COMPANY OFFERED A 15 MILLION DOLLAR NAMING GIFT IN ORDER TO NAME THE COLLEGE AFTER THE CORPORATION BUT THE COLLEGE FACULTY VOTED TO REJECT THAT GIFT.  THE FACULTY LATER VOTED TO RECONSIDER THE GIFT BUT WELLMARK WITHDREW THE OFFER APPARENTLY PROBABLY KIND OF IN A HUFF YOU MIGHT IMAGINE.  SO WHILE AT FIRST GLANCE THIS MIGHT SEEM LIKE A SIMPLE BUSINESS ISSUE, THERE ARE SOME ETHICAL DIMENSIONS.  DOES NAMING SOMETHING LIKE A SCHOOL OF PUBLIC HEALTH GRANT A KIND OF ETHICAL LEGITIMACY TO THE BUSINESS WHICH BUYS THE NAMING RIGHTS?  DOES IT IMPLY AN ENDORSEMENT OF THE CORPORATION AND ITS POLICIES AND PRACTICES?  COULD THERE BE A CONFLICT OF INTERESTS BETWEEN THE INTERESTS OF THE CORPORATION AND THE ACTIVITIES AND POLICIES OF THE SCHOOL?  AND FINALLY, WHY AREN’T CORPORATIONS, WHY DON’T THEY JUST MAKE A DONATION RATHER THAN BUY THE NAMING RIGHTS?  TO HELP US DISCUSS THESE ISSUES, WE HAVE 3 PROFESSIONALS WITH DIFFERENT AREAS OF EXPERTISE WITH US THIS MORNING.  ALL THREE ARE NEW TO OUR SHOW SO WELCOME EVERYBODY.  THANK YOU.  FIRST TO MY RIGHT IS ATTORNEY ALLAN HARMS WHO IS WITH THE WENSEL AND HARMS LAW FIRM AND ALLAN IS A PATENT ATTORNEY WHICH ISN’T, THIS ISN’T EXACTLY YOUR AREA OF EXPERTISE BUT WE STILL HOPE FOR A LEGAL PERSPECTIVE ON SOME OF THESE, WELCOME.  NEXT IS NANCY GARBERSON WHO IS PRESIDENT OF A MARKETING FIRM HERE IN TOWN, MARKETING AND COMMUNICATIONS STRATEGIES, NANCY WELCOME.  AND FINALLY MY COLLEAGUE AND FRIEND, TOM CASTLE FROM MOUNT MERCY COLLEGE WHO IS A PROFESSOR OF MARKETING BUT ALSO DEAN OF THE COLLEGE INSTITUTE WHICH IS THE ADULT EDUCATION BRANCH OF MOUNT MERCY SO WELCOME TOM.  LET’S JUST TALK ABOUT THIS CORPORATE NAMING THING BECAUSE IT’S RELATIVELY NEW ISN’T IT YOU KNOW IN THE HISTORY OF THE WORLD IT SEEMS LIKE IT’S JUST BECOME AN ISSUE RECENTLY.  TOM, WHEN DID PEOPLE START NAMING THINGS AFTER CORPORATIONS?

 

TOM: WELL IT REALLY TOOK OFF IN THE EARLY ‘80'S BUT IF WE GO BACK IN TIME, WRIGLEY FIELD WAS NAMED IN ABOUT 1928 I BELIEVE AND THEN BUSCH STADIUM WAS NAMED IN THE ‘50'S BUT FOR THE TRUE CORPORATE NAMING CONCEPT IT BEGAN IN THE 80'S, I BELIEVE THE LATE 70'S WITH RICHE STADIUM IN BUFFALO.  THEY’RE A FOOD PACKING COMPANY AND IT SNOWBALLED FROM THERE INTO THE NBA AND INTO SPORTS AND THEN INTO A COLLEGE UNIVERSITY SETTINGS. 

 

MARY: BUT LIKE WRIGLEY FIELD AND BUSCH FIELD, THEY I MEAN THE STADIUMS WERE NAMED, THE CORPORATIONS OWNED THOSE TEAMS RIGHT?

 

TOM: THAT’S RIGHT.

 

MARY: SO BUT JUST TO BUY THE NAME STARTED IN THE 80'S?

 

TOM: FAIRLY EARLY 80'S.

 

MARY: JUST TO KIND OF HELP PEOPLE THINK ABOUT THIS WHAT ARE SOME OTHER CORPORATE NAMING PLACES IN TOWN AND ACROSS THE COUNTRY?  I THINK OF ENRON FIELD WHICH SINCE ENRON KIND OF GOT IN TROUBLE THEY AND THEN THEY CALLED IT MINUTE MAID WHERE THE ASTROS PLAYED.  MINUTE MAID WHICH IS KIND OF FUNNY I THINK FOR A BASEBALL TEAM.

 

ALLAN: WELL THERE’S FED EX ORANGE BOWL AND THERE IS LARGE BOWLS THAT HAVE PARTIAL SPONSORS THAT HAVE PURCHASED NAMING RIGHTS.

 

MARY: THE DORITO BOWL. 

 

TOM: I DID FIND A FOOTBALL STADIUM IN CHICAGO, A HIGH SCHOOL STADIUM NAMED THE RUSTOLEUM FIELD.  THEY PAID A FEE TO NAME THE FIELD AFTER THEM. 

 

ALLAN: IT GIVES AN INTERESTING IMAGE DOESN’T IT?

 

MARY: RUSTY.

 

NANCY: AND THE U.S. CELLULAR CENTER RIGHT HERE IN CEDAR RAPIDS. 

 

MARY: YEAH, I THINK THAT’S THE BIGGEST LOCAL EXAMPLE ISN’T IT?

 

ALLAN: I WAS WONDERING TOM, WHAT’S THE HISTORY OF WHEN MUNICIPAL ASSETS HAVE STARTED TO BE NAMED OR COLLEGE ASSETS?

 

TOM: THAT’S BEEN MUCH MORE RECENT.  IN THE 80'S IT WAS MUCH MORE PROFESSIONAL SPORTS BUT THEN WE KIND OF, THE TIDE TURNED IN THE LATE 90'S WHEN THEY STARTED GETTING INTO PUBLIC UNIVERSITIES AND EVEN NOW INTO THE HIGH SCHOOLS INTO NAMING RIGHTS.  I KNOW THE UNIVERSITY IN MARYLANDS FOOTBALL STADIUM, I BELIEVE IT WAS A 20 MILLION DOLLAR DEAL WITH CHASE BANK SO WE’VE REALLY ACCELERATED OVER THE LAST 5 TO 10 YEARS.

 

ALLAN: SO WHAT’S THE NAME OF THAT FACILITY?  THE CHASE SOMETHING OR OTHER FIELD?

TOM: I BELIEVE SO. 

 

MARY: IT DOES SORT OF SEEM TO BE CONCENTRATED IN ATHLETICS. 

 

TOM: IT DOES.  THEY’RE PROBABLY GOING FOR THE BIG AUDIENCE THAT COLLEGE ATHLETICS BRING IN WHICH IS DIFFERENT THAN WHAT THE UNIVERSITY EXAMPLE THAT WE DISCUSSED.  I DOUBT THEY’RE LOOKING FOR FOOT TRAFFIC TO THE COLLEGE OF PUBLIC HEALTH.  I’M SURE THEY’RE MORE INTERESTED IN THE PRESTIGE OF THE COLLEGE OF PUBLIC HEALTH.

 

MARY: YEAH.  THE OTHER THING I WANTED TO MENTION LOCALLY WAS THAT I THINK THEY TRIED TO SELL NAMING RIGHTS TO VETERANS STADIUM FOR A WHILE AND DIDN’T COME UP WITH A LARGE ENOUGH DONATION, WAS THAT THE CASE, MAYBE NOBODY WAS THAT INTERESTED.

 

NANCY: IF IT’S A SIZEABLE DONATION, THEY MAY HAVE BEEN ASKING FOR A CERTAIN AMOUNT THAT THEY JUST COULDN’T GET.

 

MARY: AND TO CHANGE IT FROM VETERANS STADIUM, LOOK, THERE’S A FLY FLYING AROUND.  TO CHANGE IT FROM A KIND OF HONORIFIC THING LIKE VETERANS STADIUM WHICH IS AN IMPORTANT GROUP OF PEOPLE TO HONOR, I MEAN LIKE, THAT WOULD BE A DIFFICULT CHOICE TO MAKE I WOULD THINK.  SO DO YOU THINK THIS IS A GOOD BUSINESS PRACTICE?  SHOULD THERE BE MORE OF THIS, DOES THIS HELP EVERYBODY, NANCY?

 

NANCY: I COME FROM A DIFFERENT ANGLE.  I HATE TO PUT IT THAT WAY BUT USUALLY WE’RE REPRESENTING CLIENTS WHEN WE’RE INVOLVED IN THIS AND SO FOR THEM, IT’S VERY IMPORTANT.  IT’S AN IMPORTANT DEAL AND IT’S MULTIPLE YEARS AS YOU CAN IMAGINE SO THEY’RE COMMITTING TO A LOT OF MONEY OVER A LONG PERIOD OF TIME TO MAKE SURE THEIR NAME IS CONNECTED TO SOMETHING THAT USUALLY NEEDS THE MONEY.  I KNOW IN CEDAR RAPIDS, THAT FACILITY WAS AN AGING FACILITY THAT WAS COSTING EACH YEAR MORE AND MORE MONEY JUST TO MAINTAIN.

 

MARY: THE CELLULAR CENTER.

 

NANCY: THE FIVE SEASONS CENTER YES.  AND I STILL CALL IT THAT WHEN I TALK ABOUT IT.  BUT I THINK YOU’LL FIND THAT MOST OF THE PEOPLE THAT HAVE MOVED HERE IN THE LAST 5 YEARS, THEY DIDN’T KNOW IT AS THAT SO BUT IT WAS AT THE TIME, THERE WAS SOME CONTROVERSY BUT THE FACILITY REALLY NEEDED THE MONEY TO SURVIVE. 

 

ALLAN:  WHICH BEGS THE QUESTION IS IT BECAUSE THE TAXPAYERS AREN’T WILLING TO SUPPORT MUNICIPAL ASSETS, THAT THEY HAVE TO GO LOOKING FOR CORPORATE GIFTS?  IN A WAY I LOOK AT THESE THINGS AS JUST GOLD PLATED BILLBOARDS.  I THINK WHEN YOU START TALKING ABOUT THE PUBLIC ASSET WHETHER IT’S BEING SOLD AT THE HIGHEST PRICE OR MAYBE NOT AT THE HIGHEST PRICE, OR MAYBE THEY SHOULD TAKE BIDS ON THEM. 

 

TOM:  I THINK WE’RE SEEING A SHIFT ON FUNDING FROM GOVERNMENT AND TAXPAYERS TO CORPORATIONS.  I THINK WE HAVE TO ASK OURSELVES, IS THAT SOMETHING WE’RE READY FOR AND WHAT ARE THE CONSEQUENCES OF THAT SHIFT?

 

MARY: OR IS THERE ANYTHING WE CAN DO ABOUT IT.  SO THIS IS IN A CONTEXT OF PERHAPS A LARGER ETHICAL QUESTION BUT WE SHOULD MAYBE DISCUSS ON ANOTHER SHOW. 

 

ALLAN: AND IT WILL BE INTERESTING TO SEE WHAT KIND OF POLICY THE REGENTS COME UP WITH ABOUT THE UNIVERSITY NAMING.  WHEN YOU THINK ABOUT WHETHER IT’S A CONFLICT OF INTEREST, IF YOU HAVE SOME SORT OF HEALTH PROVIDER ASSOCIATED WITH THE COLLEGE OF PUBLIC HEALTH, WHETHER THAT’S GOING TO RESTRAIN ANYONE FROM THE UNIVERSITIES FUNCTION WHICH SHOULD BE TO TEACH AND EXPLORE KNOWLEDGE AND SAY WHAT THEY THINK.

 

NANCY: DO YOU FEEL LIKE THERE’S A BIG DIFFERENCE BETWEEN HAVING SOMEONES NAME ON A BUILDING RATHER THAN A BUSINESS NAME?

 

MARY: AN INDIVIDUALS NAME.

 

NANCY: AN INDIVIDUALS NAME LIKE PAPAJOHNSON AND I KNOW THAT THERE ARE BUILDINGS AT MOUNT MERCY THAT HAVE NAMES OF PEOPLE AND COE COLLEGE AND EVEN OUR YMCA IS ASSOCIATED WITH A NAME. 

 

ALLAN: AND I DON’T KNOW WHAT THE POLICY IS OF ANY OF THESE ORGANIZATIONS, WHETHER THEY CHOOSE A NAME AND THE NAMED PERSON DECIDES TO MAKE A GIFT, MAKES NO GIFT, HAS MADE A GIFT, CONDITION AS A GIFT ON NAMING, I REALLY DON’T KNOW.  IF YOU SAID WE’VE GOT THE BERNIE EBBERS MUNICIPAL BUILDING, MAYBE YOU’D REGRET THAT.  WOULD HE HAVE GIVEN YOU THE MONEY TO DO THAT?  I MEAN WOULD, WOULD YOU NAME A BUILDING FOR HIM?  PROBABLY NOT TODAY ANYWAY.

 

MARY:   I THINK A LOT OF PLACES LIKE SCHOOLS ARE KIND OF CAUGHT UP SHORT BECAUSE WE DON’T HAVE POLICIES AND SO FOR INDIVIDUALS OR FOR CORPORATIONS AND SO SOMETHING COMES UP AND IT’S LIKE, GEE, SHOULD WE DO THIS OR SHOULD WE NOT, WHAT DOES THIS MEAN FOR US AND A DECISION HAS TO BE MADE IN A HURRY AND OFTEN TIMES WITH NOT A VERY GOOD RESULT.  LIKE THE UNIVERSITY OF IOWA THING I THINK WAS NOT GOOD PRESS FOR THE UNIVERSITY OF IOWA AND MADE SOME PEOPLE MAD AND NOW THEY’RE CONSIDERING WRITING A POLICY.

 

NANCY: AND I THINK CORPORATIONS THAT THEY MAY HAVE BEEN PROMISED THAT THIS WOULD BE SMOOTH AND GO THROUGH AND THEN WHEN IT WASN’T IT MAKES THEM LOOK BAD TOO AS A CORPORATION AND SO I CAN UNDERSTAND WHY THEY WOULD SAY I’M NOT INTERESTED ANY LONGER.

 

WHAT FACTORS WOULD YOU THINK OF FROM THE MARKETING STANDPOINT THAT RECOMMEND TO A CLIENT TO APPROACH A COLLEGE OR A MUNICIPALITY TO BE YOUR NAME PLATE?

 

NANCY: WELL, I THINK IT USUALLY DEPENDS ON WHAT THE MISSION IS OF THE COMPANY AND IN THAT CASE IT WAS A HEALTH CARE ORGANIZATION THAT REPRESENTED HEALTH CARE AND THEY CARED ABOUT HEALTH CARE AND SO I’M SURE THEIR MISSION IS TO ENCOURAGE PEOPLE TO GO INTO HEALTH CARE AND IT WAS A TEACHING FACILITY AND THAT WAS THEIR MOTIVE.  I THINK YOU CAN’T STRETCH TOO FAR FROM THE MISSION OF YOUR ORGANIZATION.  U.S. CELLULAR MAYBE WOULDN’T WANT TO NAME A HOSPITAL IN TOWN.

 

ALLAN: OR MAYBE THEY WOULD.   THEIR MISSION IS TO MAKE MONEY.

 

TOM: AND I THINK THE PRIMARY BENEFIT TO A BUSINESS IN THIS KIND OF NAMING SITUATION IS THE CREDIBILITY THAT’S OFFERED THROUGH THE INSTITUTION THEY’RE SPONSORING.  THE UNIVERSITY OF IOWA IS A HIGHLY CREDIBLE REPUTABLE ORGANIZATION.

 

AND A PUBLIC HEALTH CENTER.

 

TOM: YEAH.  AND WHO WOULDN’T WANT THEIR NAME ASSOCIATED WITH THAT? 

ALLAN: SURE AND WHAT’S THE LIMIT?  WOULD YOU LIKE TO SEE SPONSORSHIP OF THE ENTIRE UNIVERSITY OR MOUNT MERCY COLLEGE, WOULD YOU LIKE TO SEE KIRKWOOD, COE AND MOUNT MERCY COLLEGE, WOULD THAT SEEM RIGHT?

 

TOM: WELL HOW MUCH MONEY ARE WE TALKING?

 

ALLAN: WELL THAT GETS DOWN TO IT. 

 

MARY: YOU KNOW WE, AT MOUNT MERCY WE, THE LONGEST RUNNING LECTURE SERIES IS CALLED THE AQUINA LECTURE.  IT’S NAMED AFTER ST. THOMAS AQUINAS WHO WAS A BIG MEDIAEVAL SCHOLAR AND A SAINT IN THE CATHOLIC CHURCH.  AND WE WERE APPROACHED A FEW YEARS AGO WITH THE PROPOSAL FOR CHANGING THE NAMING RIGHTS FOR THE LECTURE.  I DON’T KNOW, THE QUAKER OATS PHILOSOPHY LECTURE, AND WE ALSO REALLY, THOSE OF US WHO WERE RESPONSIBLE FOR IT REALLY TURNED IT DOWN BECAUSE WE THINK WE SHOULD STILL BE HONORING THOMAS AQUINAS.

 

ALLAN: WELL IT’S SOMEWHAT A MATTER OF TASTE PERHAPS TOO AND I GUESS WHAT I THOUGHT OF CONSIDERING THIS TOPIC, WOULD IT MAKE A DIFFERENCE SAY THE PUBLIC HEALTH COLLEGE IS NAMED FOR SOME OTHER OR IS ADVERTISING RIGHTS OF PURCHASE BY SOME OTHER NON HEALTH CARE PROVIDER LIKE JOHN DEERE.

 

MARY: OR COCA COLA?

 

ALLAN: YEAH.  WOULD IT MAKE A DIFFERENCE?  WELL, I SUPPOSE IN COCA COLA THERE ARE IMPLICATIONS THAT PEOPLE WOULDN’T RECOMMEND COCA COLA AS HEALTH AND IT’S HARD TO TELL WHETHER ANYTHING LIKE THAT LEADS TO THE TEMPTATION TO PLEASE THE CORPORATE SPONSOR.  

 

TOM: ONE OF THE BIGGEST DIFFERENCES WITH THIS UNIVERSITY INCIDENT IS THAT WE’RE DEALING WITH A COLLEGE OF PUBLIC HEALTH AS OPPOSED TO NECESSARILY A BUILDING.  I HAD THE GREAT FORTUNE OF LIVING IN BASIL HALL WHICH IS MADE POSSIBLE BY A VERY GENEROUS DONATION FROM CAL BASIL.  HE HAD NOTHING TO DO WITH OUR PROGRAM, HE JUST GAVE MONEY BECAUSE THAT WAS PHILANTHROPIC.  WITH THE UNIVERSITY THEY MAYBE ARE GOING A LITTLE FURTHER THAN WE’VE EVER GONE BEFORE IN NOT JUST NAMING A BUILDING BUT NAMING AN ENTIRE INSTITUTION, AN ENTIRE ELEMENT WITHIN THE COLLEGE.

 

MARY: IT’S PROGRAMMATIC AND NOT JUST A BUILDING. 

 

TOM: THAT’S A LITTLE DIFFERENT AND USUALLY WHEN WE GET INTO NAMING COLLEGES, IT’S NAMED AFTER AN INDIVIDUAL SO THERE ARE PLENTY OF COLLEGES NAMED AFTER INDIVIDUALS, UCLA SCHOOL OF MEDICINE IS THE DAVID GEFFIN SCHOOL OF MEDICINE.  HE’S NOT IN THAT INDUSTRY AND HE JUST GAVE A BUNCH OF MONEY TO UCLA.  FOR A CORPORATION TO GIVE MONEY TO A COLLEGE, THAT’S SOMETHING BRAND NEW. 

 

MARY: ESPECIALLY WHEN THERE’S SOME OVERLAP BETWEEN THE INTERESTS OF THE CORPORATION AND THE INTERESTS OF THE COLLEGE.  NANCY, I ASSUME YOU’RE INVOLVED IN CONTRACTS THAT SPECIFY THE TERMS OF THE GIFT.  WHAT KIND OF TERMS WOULD BE INVOLVED IN THE CONTRACT? 

 

NANCY: BESIDES THE NAME IN 50 FOOT LETTERS AND ALL AROUND THE INSIDE OF THE FACILITY IF IT’S AN ARENA OR IT JUST TOTALLY DEPENDS ON WHAT’S AVAILABLE AND WHAT THEY’RE WILLING TO GIVE FOR DIFFERENT KINDS OF THINGS AND IF AN ORGANIZATION REALLY NEEDS THAT MONEY, TO SURVIVE AS THE NAMING RIGHTS PROVIDE FOR THEM, THEY’RE PRETTY WILLING TO LET YOU DO WHAT YOU WANT TO DO.

ALLAN: IT SOUNDS LIKE YOU’VE HAD EXPERIENCE WHICH I HAVEN’T HAD, HAS THERE BEEN NEGOTIATION ABOUT HOW MUCH?

 

NANCY: SURE. 

 

ALLAN: OR YOU GET MORE SIZE OR LONGER FOR A FEW MORE MILLION OR HOW DOES IT WORK?

 

NANCY: WELL ORDINARILY THEY KNOW HOW MUCH THEY NEED TO FINISH A BUILDING, IF IT’S OR TO REMODEL A BUILDING OR WHAT THEY’RE WILLING, WHAT THEY NEED TO MAKE THIS BUILDING, I’M SURE THAT IN THE COLLEGE OF HEALTH THEY KNEW THEY NEEDED 15 MILLION DOLLARS TO COMPLETE THE PROCESS OR COMPLETE THE BUILDING OR DO SOMETHING THAT THEY WANTED TO DO SO I MEAN, USUALLY THE ORGANIZATION PUTS AN AMOUNT ON IT AND THEN IF A GROUP COMES IN AND WANTS TO BUY THE RIGHTS FOR IT OR IS INTERESTED IN IT, I KNOW THAT IN THE CASES THAT I’VE BEEN INVOLVED IN, THE ORGANIZATION THAT I REPRESENTED, THE BUSINESS ORGANIZATION WAS ACTUALLY APPROACHED BY THE FACILITY OR PEOPLE FROM THE FACILITY, THE MARKETING DIRECTOR OR THE DIRECTOR.  SO IT WASN’T LIKE WE WERE OUT LOOKING, IT WAS ORDINARILY THEY CAME AFTER US BECAUSE WE’VE BEEN SUPPORTIVE IN THE PAST. 

 

MARY: I ASSUME THAT THE TERMS OF THE CONTRACT ARE RATHER EXPLICIT BUT SOME THINGS ARE IMPLICIT TOO WHEN YOU HAVE NAMED A FACILITY AFTER FOR SO MANY MONEY.  SO WHAT IF I’M ON THE FACULTY OF THE SCHOOL OF PUBLIC HEALTH AND I THINK THAT WELLMARK NOT ONLY DOESN’T CONTRIBUTE TO PUBLIC HEALTH BUT ACTUALLY DETRACTS FROM IT AND I’M NOT SUGGESTING THAT WELLMARK IS, I DON’T KNOW ANYTHING ABOUT IT BUT LET’S SAY THAT THAT’S THE CASE.  WOULD WELLMARK HAVE, OR THE CORPORATION OR WHATEVER HAVE A KIND OF RIGHT TO IMPLICITLY ASSUME THAT THEY WOULD NOT BE PUBLICLY CRITICIZED?  THAT’S THE CONFLICT OF INTEREST ISSUE, RIGHT?

 

MY GUESS WOULD BE FROM A CONTRACTUAL STANDPOINT, THOSE THINGS CAN BE CONTRACTED OUT BUT YOU’LL NEVER GET OVER THE PERCEPTUAL ISSUE.  THAT’S WHAT MAKES THIS A CHALLENGING ISSUE. 

 

MARY: YOU TOLD ME THAT YOU THOUGHT THAT ORGANIZATIONS THAT HAVE ACCEPTED DONATIONS FOR NAMING RIGHTS HAVE SOME THINGS TO LOSE.

 

WELL THEY DO.  THEY’RE AT RISK.  ON THE PLUS SIDE THEY HAVE A LOT TO GAIN.  BUT ON THE DOWN SIDE, YOU RUN THE RISK OF, IT’S TWO FOLD, FIRST OF ALL YOU HAVE ANOTHER BRAND, YOU’RE NOT JUST MOUNT MERCY, YOU BECOME MOUNT MERCY AND THEN ANOTHER BRAND, OR UNIVERSITY OF IOWA, WELLMARK BUT THEN SECONDLY, YOU DON’T ALWAYS CONTROL WHAT’S GOING TO HAPPEN WITH THE SPONSORING INSTITUTION, THE SPONSORING ORGANIZATION. 

 

MARY: LIKE ENRON FIELD.

 

YES, I’M SURE THE UNIVERSITY OF MISSOURI WAS THRILLED WHEN THEY GOT A MILLION DOLLAR GIFT FROM KENNETH LAY THE YEAR BEFORE HE WAS INDICTED.  WHO CAN FORESEE THAT?  SO BUSINESS DOESN’T NECESSARILY HAVE AS MUCH TO RISK IN THAT RELATIONSHIP BUT THE INSTITUTION THAT’S LENDING THEIR CREDIBILITY TO THE BUSINESS HAS A LITTLE BIT MORE AT STAKE. 

 

THEN THERE ARE PROBLEMS THAT MAY END UP IN THE COURTS THE KU KLUX KLAN WANTED TO SPONSOR A RADIO SHOW IN MISSOURI AND THEY SAID NO AND THE KLAN SUED AND LOST BUT THEN THE KLAN ALSO WANTED TO ADOPT A HIGHWAY AND THE HIGHWAY DEPARTMENT IN MISSOURI SAID NO AND THEY WON THAT LAWSUIT SO YOU SORT OF SAY HOW DO YOU DRAW THE LINE ABOUT WHAT YOU’RE GOING TO ACCEPT AND IF MAYBE IF YOU ACCEPT ANY GIFTS, IF IT’S A MUNICIPALITY MAYBE IT STARTS BECOMING A CASE OF AVAILABLE TO EVERYONE.

 

MARY: IS THERE SOMETHING TO BE LOST, I GATHER THAT THESE CONTRACTS ARE FINITE IN NATURE, THEY BUY IT FOR 5 OR 10 YEARS, IS THERE SOMETHING JUST FROM A BUSINESS POINT OF VIEW TO BE LOST FROM CONSTANTLY HAVING YOUR NAME CHANGED?

 

NANCY: OH I’M SURE, YEAH.  AND THERE WOULD BE A GREAT BENEFIT TO EXTEND THOSE CONTRACTS TO MAKE SURE THEY STAY AS LONG AS POSSIBLE.

 

ALLAN:   I WONDER WHAT HAPPENS WHEN THE CORPORATION CHANGES ITS NAME?

 

NANCY: THAT’S INTERESTING.  I HAVEN’T BEEN IN THAT POSITION YET BUT I’M SURE IT HAS TO CHANGE.

 

ALLAN: AND I THINK IN DENVER THEY HAVE **** WHICH I THINK IS A DEFUNCT  INVESTMENT COMPANY AND BUT I’VE READ THAT NOBODY IN DENVER CALLS IT THAT.  IT’S ON THE BUILDING, I SAW IT THIS SUMMER.  IT’S JUST SORT OF AN EMBARRASSMENT TO THE PUBLIC PERHAPS, MAYBE NOT, MAYBE THEY DON’T CARE. 

 

MARY: DO YOU THINK THAT IT’S FOR THESE REASONS WE’VE BEEN DISCUSSING THAT THE FACULTY AT THE UNIVERSITY OF IOWA DECIDED TO REJECT THIS GIFT? 

 

I THINK PEOPLE THINK OH THERE’S JUST A BUNCH OF LEFTIES OVER THERE.   SORRY.  AND SO YOU KNOW AND THEY ARE UNREASONABLE IN THE FACE OF 15 MILLION DOLLARS.

 

WELL I DON’T KNOW I THINK MAYBE THEY MADE THE RIGHT DECISION AND I DON’T KNOW WHAT WILL HAPPEN WHEN THEY RECONSIDER OR MAYBE THEY JUST MERELY DECIDED THEY NEEDED A POLICY TO HELP DECIDE WITH AND LET THE REGENTS SET THAT POLICY. 

 

NANCY: AND POLICIES ARE GOOD FOR THAT VERY REASON. 

 

UNLESS THE POLICY SHOULD BE NO, WE’RE NOT GOING TO DO THIS BECAUSE IT’S A MUNICIPAL ASSET OR IF WE DO WE HAVE TO LET WHO WILL PAY THE MOST. 

 

MARY: I READ THAT THEY’RE LOOKING FOR, THEY’RE TRYING TO WRITE A POLICY AND THEY WANT IT TO BE BOTH COMPREHENSIVE AND FLEXIBLE.  I’M NOT SURE WHAT THAT MEANS.

 

NANCY: I THINK YOU ALWAYS SAY THAT WHEN YOU MAKE A POLICY.

 

MARY: IF YOU WERE HELPING THEM WRITE THIS POLICY, WHAT WOULD YOU SUGGEST?

 

WELL I THINK FIRST OF ALL YOU DIFFERENTIATE BETWEEN HONORARY NAMING AND DECIDE WHETHER YOU’RE GOING TO CONDITION THAT ON FOR INSTANCE MR BASIL, IF HE SAID, IF YOU NAME THIS BUILDING I WILL GIVE YOU MONEY OR IF HE SAID I’LL GIVE YOU MONEY AND THE COLLEGE SAID THANK YOU, WE’LL NAME A BUILDING FOR YOU.

 

MARY: THAT’S A GOOD DISTINCTION.  AND SO IT REALLY WOULD BE A TRUE GIFT WITH NO STRINGS ATTACHED. 

 

BUT WHETHER IT’S SIMPLY PURCHASING ADVERTISING WHICH IS MY VIEWPOINT ABOUT THE COMMERCIAL NAMING AND IN THAT CASE YOU LOOK AT IT AS COMMERCIAL ENTERPRISE AND DECIDE WHETHER YOU CAN AFFORD TO DEGRADE YOUR INSTITUTION PERHAPS BY LETTING THIS COMMERCIAL NAME GET ON IT AND DECIDE WHAT DEGREE YOU’RE GOING TO LET IT BE DONE.  IS IT GOING TO BE ON A BUILDING, IS IT GOING TO BE ON A COLLEGE, IS IT GOING TO BE ON THE ENTIRE INSTITUTION, IS IT ONLY GOING TO BE ON A CLASSROOM, YOUR HALLWAYS OR LECTERN OR WHATEVER IT MAY BE. 

 

MARY: THE MEMORIAL DESK. 

 

IT MAY EXIST.  MEMORIAL BENCHES WE KNOW. 

MARY: WHAT ELSE WOULD YOU RECOMMEND?

 

TOM: I WOULD IDENTIFY WHAT CAN BE SPONSORED.  BECAUSE I’M NOT OPPOSED TO AN INSTITUTION BEING SPONSORED IN CERTAIN DEGREES, LIKE MAYBE A BUILDING OR A CHAIR OF A DEPARTMENT OR AS LONG AS YOU IDENTIFY WHAT IS UP FOR NAMING THEN I THINK THAT’S A GOOD STARTING POINT. 

 

A CLASSROOM OR A HALL.

 

ABSOLUTELY. 

 

SO JUST NOT CHANGING YOUR NAME.

 

THINGS CAN BE NAMED BUT NOT PROGRAMS OR IS THAT

 

FROM MY PERSPECTIVE I THINK I WOULD PREFER TO SEE PROGRAMS NAMED MORE AS AN HONOR AS OPPOSED TO JUST A GIFT.  JUST A DONATION BUT I THINK BUILDINGS, CHAIRS, THEY’RE A LOT OF DIFFERENT, MORE TANGIBLE TYPES OF SPONSORSHIP AND THAT’S WHAT WE’RE SEEING IN EDUCATION ACROSS THE COUNTRY.  ACTUALLY SOME HIGH SCHOOLS I THINK ARE TAKING IT TOO FAR, I READ ABOUT A SCHOOL THAT IS OPENING UP THEIR GYMNASIUM THEIR CAFETERIA AND THEIR LIBRARY FOR CORPORATE SPONSORSHIP AND I THINK IT’S 40,000 DOLLARS FOR THE CAFETERIA. 

 

NANCY: WELL THEY HAVE ADVERTISING IN GYMS.  HIGH SCHOOL GYMS NOW.

 

YOU CAN TAKE IT TOO FAR BUT TO FUND THE GROWTH OF THE PROGRAM TO THE CREATION OF A FACILITY OR A THEATER, THAT’S A GREAT WAY TO CREATE THAT PUBLIC PRIVATE PARTNERSHIP.

 

IT SEEMS TO ME YOU’RE SAYING IT’S A MATTER OF DEGREE AND WHERE IS, IF YOU WERE WRITING THE POLICY, WOULD YOU SET THAT MATTER OF DEGREE?

 

TO ME IT’S MORE OF A I WOULDN’T WANT TO RENAME THE PROGRAM WHICH REALLY SPEAKS TO THE MISSION OF THE ORGANIZATION.

 

IT’S TOO IMPORTANT.  IT SHOULD BE CENTRAL.

 

A BUILDING I THINK IS OK.  A PROGRAM IS REALLY CENTRAL TO THE MISSION OF WHAT YOU’RE DOING AND TO OPEN THAT UP FOR SPONSORSHIP TO ME CROSSES THE LINE.

 

MARY: I THINK I WOULD TRY AND THIS WOULD BE VERY HARD TO DO TO SUGGEST GUIDELINES FOR THE CORPORATIONS THAT DON’T CONTRIBUTE TO THE COMMON GOOD. 

 

NANCY: SO IT’S NOT JACK DANIELS. 

 

MARY: THAT WOULD BE REALLY DIFFICULT TO WRITE THOSE TYPES OF GUIDELINES.  I THINK IT’S WORTH TRYING TO DO.  IS THAT TOO PIE IN THE SKY?

 

NO, I DON’T THINK SO.  I THINK YOU HAVE TO CONSIDER WHETHER IT’S IN GOOD TASTE AND WHETHER THERE ARE IMPLICATIONS.  I WAS CURIOUS ABOUT THE SUBJECT AND READ ABOUT THE CLEVELAND CHILDRENS MUSEUM WHICH HAD SPONSORSHIP FROM THE HOSPITAL AND THE LITTLE KIDS WOULDN’T GO IN BECAUSE THEY WERE AFRAID IT WAS A HOSPITAL.  THEY HONESTLY, REPORTEDLY I SHOULD SAY THAT THEY COULDN’T GET THE CHILDREN TO ENTER THE BUILDING BECAUSE THEY WERE AFRAID THEY WERE GOING TO GET SHOTS SO. 

 

MARY: SO THERE’S ROOM FOR CONFUSION. 

 

ONE OF THE THINGS THAT I WONDER IS THESE NAMING OPPORTUNITIES ARE REPLACING GIFTS SO IS THIS 2 MILLION DOLLARS TO NAME YOUR FOOTBALL FIELD IN LIEU OF AT ONE POINT WOULD HAVE BEEN A 2 MILLION DOLLAR GIFT?    I DON’T, I HAVEN’T SEEN THE STATISTICS THAT COULD PROVE THAT. 

 

MARY: YEAH, IT’S NOT REALLY A GIFT IS IT?

 

NOT WHEN THERE ARE STRINGS ATTACHED.

 

IT DOESN’T SOUND LIKE A GIFT AT ALL REALLY. 

 

MARY: SO, PHILANTHROPY, FOR ITS OWN SAKE COULD DECLINE IF PEOPLE THINK THEY COULD GET SOMETHING FOR IT.

 

I WORRY ABOUT THAT AND I ALSO WORRY ABOUT OUR RESPONSIBILITY AS A SOCIETY TO SUPPORT EDUCATION OR HEALTH CARE FOR ITS OWN SAKE.  ARE WE GOING TO RELY MORE AND MORE ON CORPORATE SPONSORSHIP AND LESS AND LESS ON TAXPAYERS AND COMMUNITIES. 

 

MARY: THAT’S A REALLY GREAT QUESTION I THINK.  WE JUST HAVE ABOUT A MINUTE LEFT.  ANY FINAL THOUGHTS ON WHAT KIND OF POLICIES WE WOULD RECOMMEND IF THE UNIVERSITY OF IOWA IS LISTENING?

 

I THINK IT’S A REAL DIFFICULT DECISION.  MAYBE THE POLICY SHOULD BE NO, WE’LL NAME FACILITIES AND ASSETS AFTER PEOPLE WHO REALLY ARE DONORS TO HONOR THEM AND WE WON’T DO IT IN EXCHANGE FOR ADVERTISING MONEY.

MARY: I KNOW THEY’RE CONSIDERING NOT NAMING THINGS AFTER PRODUCTS BUT AFTER CORPORATIONS.  WELL, OUR TIME IS ABOUT UP.  I THOUGHT THIS WAS A GREAT CONVERSATION.  THANK YOU ALL FOR COMING.  I THINK WE REALLY EXPLORED THIS.  KEEP READING THE NEWSPAPER AND KEEP READING ABOUT THIS BECAUSE WE KNOW THAT A POLICY IS PROBABLY GOING TO BE FORTHCOMING AND THIS IS AN IMPORTANT ISSUE BECAUSE THE UNIVERSITY OF IOWA IS FACING THIS BEFORE ANYBODY.  THANKS FOR JOINING US AND WE’LL SEE YOU NEXT WEEK ON ETHICAL PERSPECTIVES.