There are two ways to think about public access at California’s beaches and waterways.
One way is to embrace the idea of access for everyone. Gov. Gavin Newsom demonstrated this approach in October, when he signed legislation that opened previously private beaches in Santa Barbara County.
Some of Sacramento’s major assets have recently been christened with new names. SAFE Credit Union is putting its name on the Convention Center, currently under renovation. Golden 1 Credit Union put its brand on the Downtown arena. Sutter Heath is replacing Raley’s as the logo on the River Cats’ baseball stadium in West Sacramento.
When an organization buys long-term naming rights, it makes a commitment to the future. The purchase of naming rights is a business decision, but also a strategic move to build community support.