March 2011 - Parks & Recreation - 14

Who, What, Where & hoW around the Parks

Boston Common

CirCle 7 on
produCt information form on paGe 107

12	

this engagement? But the unique challenges of the park have also made for an
interesting and rewarding undertaking.
Biederman says the historic significance
of the park, its wide name recognition,
and the dedication of 85-year old Friends
of the Public Garden President Henry Lee
have all helped generate public excitement over the improvements. Furthermore, he adds, the concerned, focused
working relationship between Lee and
Mayor Menino has kept the best interests
of Boston front and center.
Biederman admits his conviction that
the private sector should help pay for
parks has led him to make some mistakes
in the past. Mainly, he says, he's taken for
granted at times that his case for privatesector money in support of public land
makes as much sense to others as it does
to him. " I've learned...I have to pay attention to the arguments others make about
government's [funding] obligations. " He
relates also how much he has learned
about the willingness of corporate America to dialogue and negotiate about what
sort of credit they will receive in exchange
for funding. He shares anecdotes such as
Google's forgetting to ask for anything in

Parks & Recreation					 M A R C H 	 2 0 1 1 					 w w w . N R P A . O R G

return for supplying WiFi to Bryant Park.
And Bank of America's hosting a classical
music series and supplying a banner so
small it could not be seen from most seats.
Biederman has simple advice for park
professionals who worry about courting
corporate money.
First, he says, " Remember that there
is a lot of money in the corporate sponsorship and event economy....Why not
let the private sector pay? " Second, he
adds, " Be ready to dialogue and negotiate for what you want. " He attributes
New York's success with corporate park
sponsorships in part to the sophistication
and boldness of its government leaders
in dialoguing with the private sector. Urban spaces, he insists, lend themselves
to negotiated sponsorships. And Dan
Biederman sees his role as one of steering sponsorships and other revenue enhancements to complement the spirit of
the individual city and park.
In the case of Boston Common, the
next year will tell the tale of how Biederman can help a public square with deep
roots in the nation's history harmonize its
new partnerships with its heritage.

-Interview by Maureen Hannan



March 2011 - Parks & Recreation

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