This article originally appeared in California Special Districts magazine, November-December 2024.
By Kristin Withrow, CSDA Communications Specialist
Desert Recreation was formed in 1950 and is geographically the largest recreation and park district in California, spanning 1,865 square miles. The district has worked hard to develop deep roots of community and collaboration in its organization and culture. District officials presented an overview of their successful efforts and focus on building partnerships to share resources and secure revenue at the CSDA Annual Conference and Exhibitor Showcase in September.
They’ve found success in developing partnerships with city and county offices, non-profits and local businesses to leverage shared resources to maximize the use of revenue and fill community needs. For example, when the community expressed a need for swim lessons and programs requiring a pool, the district attained a partnership with the local school district to use their pool and provide the needed programming.
Desert Recreation General Manager Kevin Kalman stressed one important factor in relationship building: “Don’t wait until you need something to create a relationship,” he advised.
In the presentation, the Desert Recreation team explained the importance of preparation. First, agencies must know the community closely; the decision-makers, the naysayers, the influencers and advocates, and those who have the power to provide funding. Building relationships with these players will allow an agency to be prepared when opportunity comes along.
To make their needs known, the district created a printed flyer detailing the projects in development that staff can share with key stakeholders. When visiting partners, seeking funding, or meeting people who may be able to contribute to some component of a project, they leave behind their projects flyer to ensure their needs stay on the minds of those who may be able to contribute to the project’s success.
Public Information Officer Scott Sear added, “Engaging with stakeholders creates opportunities for partners to enhance our services. We recognize that we can’t do it alone, and we need these partnerships to achieve that shared success.”
Remember Two Key Groups: Media and Elected Officials
Build a relationship with local media by providing regular updates, press releases, and being responsive to interview requests. Desert Recreation invites the media to every public event to ensure the district is a continual source of the feel-good stories the media craves.
Relationships with offices of elected officials matter because they serve as the voice of the community. By having strong connections, officials come to understand the role the district plays in engaging with their constituents. The relationships build trust with officials and enable the district to advocate for policies and initiatives that align with the needs of the community.
It’s also important to position the district as a resource to their office. By prioritizing face-to-face interactions whenever possible, elected officials are kept informed of district programs and how they are fulfilling community needs. In addition, making facilities available for community meetings, workshops and opportunities for officials to engage with their constituents fosters goodwill.
“Continue to reach out, provide updates on your programs and invite them to all your events, big and small,” advised Sear. “This keeps them informed about your services, reinforces that your district is key to their work, and it makes your district an asset to the residents they serve.”