Few Wichita suburbs get public naming rights deals. So what is different about this one?

Sometimes, closing a business deal can take years.

And then there’s the deal Goddard recently struck with Legacy Bank regarding naming rights for the city’s third park.

The Goddard City Council approved a $500,000 naming rights deal with Legacy Bank in late April that has the bank paying Goddard $50,000 a year for the next 10 years in return for the bank’s name on the park for 50 years, according to council documents.

The deal came together in about two months, said City Manager Craig Crossette.

He reached out to the Suellentrop family, which owns and operates Legacy Bank, in February after hearing that Legacy Bank was planning to open its first branch in Goddard. They had a verbal agreement by the end of March and contract approval by late April.

“It was easy sailing, honestly,” Crossette said in an interview with The Eagle. “I was surprised at how great they were to work with. You’re talking about large sums of money and longtime commitment.”

Site work and demolition has started on the first phase of Legacy Bank Park, which will be on the southwest corner of Maple and 183rd.

The new park will open in spring 2027 with a fishing pond, what Crossette calls a “destination playground,” pickleball courts, a dog park, an indoor/outdoor pavilion, and a private meeting space.

Phase 2, which is scheduled to include a boat house and amphitheater, might take another five to 10 years to complete.

The importance of financial help from outsiders

In addition to Legacy Bank’s $500,000 contribution, Goddard is also getting a million-dollar grant from the Kansas Department of Wildlife and Parks and a $200,000 contribution from Play & Park Structures’ Healthy Kids Initiative, leaving the city to come up with about $4.3 million for the first phase.

By the time the park is finished, Crossette puts the price tag somewhere around $12 million.

“We would not be able to build the park to the quality that it will be without [Legacy Bank’s] contribution,” Crossette said.

For Legacy Bank, the opportunity aligned with the bank’s plans to open its first Goddard branch, which will be in Paradise Corner at Kellogg and Main.

“The city of Goddard had actually caught wind of that and approached us,” said Steve Suellentrop, president and CEO of Legacy Bank. “It is a little bit different than some of the things we’ve done in the past in supporting churches and other things. I feel that we’ve been generous throughout the years, but this opportunity is a little more public-facing than other efforts.”

Suellentrop said Legacy Bank is also making what he described as a “sizable investment” to help revitalize the bank’s original building in Colwich. The bank — then known as State Bank of Colwich — occupied the site in 1886.

“We’re building on some momentum that others in the community have started,” said Suellentrop, adding the amount that Legacy Bank is putting into that project will be comparable to what it is doing in Goddard.

Large donations still rare for Wichita suburbs

Despite the potential value of these agreements to both parties, they remain a rarity when it comes to the suburbs.

Besides the two Legacy Bank projects, the only other comparable deal in the Wichita area happened in Andover nearly a decade ago. In 2018, Capitol Federal Savings Bank signed a 10-year naming rights agreement for the Capitol Federal Amphitheater located in Andover Central Park. The Topeka-based savings bank reportedly paid $750,000 to get its name on the 10,000-seat outdoor venue.

“It was a very good illustration of the power of public and private partnerships,” said Andover City Administrator Jennifer McCausland, who was serving as an assistant city administrator when the Capitol Federal deal came together. “It gave the opportunity for Capitol Federal to get their name out in south central Kansas, and it gave us an important source of money for things like programming and management costs.”

McCausland said there was a learning curve, but she would certainly want to do something like that again if the opportunity arises.

“I don’t feel like anything was a tough enough lesson that I would do anything differently,” McCausland said. “(Capitol Federal) has been a great partner.”

Nathan Eberline, executive director of the League of Kansas Municipalities, could name several naming rights deals in larger communities, ranging from the Tony’s Pizza Events Center in Salina and Evergy Plaza in downtown Topeka to the Steel and Pipe Supply Ballpark in Manhattan and the United Wireless Arena in Dodge City. Public entities in Wichita and Kansas City have been able to execute a variety of venue sponsorship and naming rights as well.

But not cities like Goddard and Colwich. Goddard’s population is 6,009, according to U.S. Census estimates, and Colwich has only 1,492 people. Even Andover, with an estimated population of 17,307, is several times larger than Goddard or Colwich.

Typically, suburbs and smaller, rural towns have to get more creative when seeking out sponsorships for public spaces, Eberline said via email. He pointed to funding that Abilene, population 6,460, received for its “World’s Largest Belt Buckle” exhibit.

“The project is funded by a Kansas Tourism Attraction Development Grant and from donations from 100 businesses and individuals,” Eberline said. “The buckle garnered nationwide attention when Jefferson White, a.k.a. “Jimmy” from the hit TV show ‘Yellowstone,’ shared about the project.

Smaller Kansas communities do have funding options

“While the scale may look different from the larger examples we’ve discussed, it is an important trait of smaller communities that the business community engages with and participates in community development,” Eberline said. “So I don’t think it’s accurate to say these partnerships don’t happen in smaller cities, but the size and scope will align with the needs of the community.”

When it comes to what cities need to watch out for when negotiating corporate sponsorships, Eberline said “53 Tips for Effective Public Service,” a tool put together by League Director E.A. Moser, is a good place to start.

It says, in part, that cities should establish policy statements that let the public and city staff know where they stand.

“They help the governing body govern, and writing them provides a process to develop consensus,” Eberline said. “Focus on the future and try to leave your city better than that which you inherited as a city officer.”

Thinking about setting precedents and future considerations are important steps for cities to take in all circumstances, Eberline said. But it’s particularly true with public-facing decisions. Thoughtful policy deliberations give communities confidence that their decisions will be a good investment for future generations.

Suellentrop said that what ultimately drew the bank to want to be a part of the Goddard park project is how well prepared the city was before it approached them. In Colwich, the bank is building on momentum that others in the community had already started.

“It’s all about picking your partner,” Crossette concluded, pointing out that the predecessor to Legacy Bank has been around since 1886. “That’s a pretty good track record.”