N.M. Admin. Code § 18.61.2.10 - BRAND CATEGORIES AND SELECTION GUIDELINES

A. Every new customer, sponsor, strategic partner, commercial shoot, motion picture, event, branded merchandise item, or product launch at spaceport America that is compatible with the SPACEPORT AMERICA® brand is a form of co-branding. Thus, to be compatible, the critical factors are that the partner or customer brand possesses all of the following characteristics to the extent or degree deemed appropriate by the NMSA executive director, subject to the selection process as provided in 18.61.2.11 NMAC:

(1)have a sound business reputation;

(2) represent values that are harmonious and not in conflict with the SPACEPORT AMERICA® brand and its vision, mission and goals; and

(3) have visionary, futuristic, innovative purposes and goals which may include, but are not necessarily limited to, contributing to breakthroughs in science and technology and supportive of science, technology, engineering and mathematics (STEM) education purposes.

B. Each customer, sponsor, partner brand or co-brander wishing to conduct photo shoots, commercial videography at spaceport America or engage in other types of sponsorships shall be subject to the following requirements so as to avoid brand value dilution:

(1) have a minimum of twenty percent global or U.S. earned media value of the current earned media value of the SPACEPORT AMERICA® brand and otherwise be deemed compatible with the SPACEPORT AMERICA® brand pursuant to Subsection A of 18.61.2.10 NMAC; or

(2) further the development of the SPACEPORT AMERICA® brand even though the customer, partner brand or sponsor may not have achieved twenty percent global or U.S. earned media value of the current earned media value of the SPACEPORT AMERICA® brand and is innovative, forward leaning, respected and is otherwise deemed compatible with the SPACEPORT AMERICA® brand pursuant to Subsection A of 18.61.2.10 NMAC.

C. Motion pictures to be filmed at spaceport America shall require script approval by the New Mexico board of directors, a briefing from the film's director and a clear review of the network or film studio funding the production and commercial distribution. Spaceport America images that are recognizable in the motion picture shall be presented in a manner that contributes positively to spaceport America's core brand values.

D. Musicians and other artists seeking to perform at spaceport America should submit demo audiotapes or a portfolio so that brand reputation and compatibility can be reviewed in a meaningful way. The music or other art form presented at spaceport America or the presentation of an art form which contains recognizable images of spaceport America shall be presented in a manner that contributes positively to the spaceport America's core brand values.

E. All agreements or licenses authorizing any person or business entity to use spaceport America as an event venue shall require that the services and facilities provided at the event will at all times be:

(1) of the highest quality and standards;

(2) consistent with a family friendly environment, the educational mission of spaceport America and otherwise convey a positive image of spaceport America and the government of New Mexico;

(3) in conformity with the overall theme, concept, atmosphere and quality associated with the SPACEPORT AMERICA® brand.

F. All SPACEPORT AMERICA® branded merchandise shall be consistent with the family friendly image of spaceport America and the SPACEPORT AMERICA® brand and the educational mission of spaceport America, convey a positive image of spaceport America and the government of New Mexico and be produced in conformity with the overall theme, concept, atmosphere and quality associated with the SPACEPORT AMERICA® brand.

G. An unacceptable customer, partner brand, co-brander, sponsor or other person or entity wishing to use spaceport America facilities in a manner contemplated under this subsection would be one that is furthering the development of its own brand without enhancing the SPACEPORT AMERICA® brand, is incompatible with the SPACEPORT AMERICA® brand or possibly present a detriment to the SPACEPORT AMERICA® brand. For avoidance of doubt, photo shoots and videography strictly for private use and not for any commercial use are not subject to the requirements and guidelines of this Part.

Notes

N.M. Admin. Code § 18.61.2.10

Adopted by New Mexico Register, Volume XXVII, Issue 21, November 15, 2016, eff. 11/15/2016