World Parks Academy Webinar: Aligning Public Park Values with Corporate Partners

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Value Branding with Corporate Partners (JK McKnight, Scott Martin Facilitator)





World Parks Academy Webinar: Aligning Public Park Values with Corporate Partners

Increasingly, corporations are seeking to align their philanthropic and sponsorship activities with their overall organizational values. Urban parks offer tremendous platforms for this activity, but frequently park leaders do not appreciate the value they bring to the private sector in this space, and we are unsure of how to engage the natural conflicts between public commons and private business activity. JK McKnight is a leader in this field as his team created and curated musical festivals that provided platforms for corporations to advance both their social values and their desire for exposure to vital consumer bases. JK will talk through these relationships and give park agency leaders vital insights on how corporations look at parks and how we can engage them for long-term, resource-aligned programs that advance the public good, without selling out our core values.

Learning Objectives

After attending this webinar, participants should be able to:

  1. Understand emerging thinking in corporate sponsorship/partnership training.
  2. Identify issues and opportunities that should be considered when engaging corporate partners.
  3. Learn how to create spaces for these partnerships to form that are authentic to both organizations.


JK McKnight

  • JK McKnight, Founder of The Forecastle Festival

JK McKnight is an entrepreneur, writer, creator, producer, and community builder. In 2017, he was named “Southern of the Year” by Southern Living. He is the founder of The Forecastle Festival, The Forecastle Foundation, and Man of the Land: The Art of Impact. He is a graduate of St. Xavier High School and attended the College of Charleston, Bellarmine University, and the University of Louisville.

The Forecastle Festival was created in 2002 as a small community event in Louisville, KY, and has grown into a major, international attraction, with over 65,000 attendees from 2,192 cities, 49 states, and 6 countries. In 2012, Rolling Stone deemed it one of the “Coolest Festivals in America”, with additional accolades from The New York Times, LA Weekly, SPIN, Garden & Gun, Outside Magazine, Southern Living, and more. It annually posts an economic impact of over $15 million on the City of Louisville. Website:

The Forecastle Foundation is an international environmental 501(c)(3), dedicated to protecting the world’s natural awesome. It works by partnering with grassroots organizations to protect the world’s richest reservoirs of life. Areas that are known as “hot spots” cover just 2.3 % of the Earth’s surface, yet account for 77 percent of all vertebrae species and 50 percent of all plant life. Hot spots play a vital role in regulating world temperatures and are highly threatened due to a variety of factors, including development, deforestation, pollution, poaching, and a variety of unsustainable agricultural practices. Website:

Man of the Land: The Art of Impact is a consulting agency specializing in the merger of business and philanthropy, experiential marketing, partnerships, and fundraising. It was founded in 2018 and has active projects across the country.

Dates & Times (Times are listed as local start times)

February 17th, 2021 at 4:00 PM EST (NYC Time)

Webinar URL

Webcast URL If you do not wish to earn CEUs for this webcast, you do not need to register and may attend the webinar by simply clicking here.


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