There should now be more consistency with how advertising and sponsorships occur at all municipal-owned parks and buildings, after city council adopted a new policy that clarifies this area.
The new policy would encourage and support advertising and sponsorship opportunities on municipally-owned and civic partner-controlled assets such as buildings, parks, the swimming pool, structures, equipment, programs and events, according to a city council report.
The policy is expected to provide revenue-generating opportunities to enhance financial sustainability of the assets. It is also expected to uphold the municipality’s stewardship role to safeguard these assets and interests, while protecting the city’s image.
City council voted 5-2 to accept the new policy during its April 22 regular meeting. Councillors Brian Swanson and Scott McMann were opposed.
Swanson introduced an amendment to remove parks from the policy. That amendment was defeated 5-2, with Swanson and McMann in favour.
Council discussion
The policy indicates city administration has the power to approve an agreement if it is under a certain financial threshold, Swanson pointed out. He wondered what that amount was.
The city manager has the power to authorize amounts up to $150,000, while items up to $50,000 has to be reported in a quarterly report, explained Derek Blais, parks and recreation director. Anything that is controversial or that deals with naming rights goes to city council for decision.
YaraCentre did have an employee selling advertisements at one point, said Swanson. He didn’t think it was possible to sell advertising at the same rate for all municipally-owned buildings or parks since some places have different attendance rates.
“I’m not keen to see parks have advertising in them, which this bylaw allows,” he continued, pointing out residents likely don’t want to see advertising signs in Crescent Park, Elgin Park, or Happy Valley Park. “I think elected officials should retain responsibility for what kind of signage and advertising goes in our city facilities.”
This policy will create a consistent approach with selling advertising, said Mayor Fraser Tolmie. While he didn’t want to see advertising in Crescent Park either, this policy lets people approach the municipality about advertising at different events or locations.
“I think there has to be a balanced approach,” he added.
City administration will bring to city council a list of all areas that are possible for advertising, city manager Jim Puffalt told Coun. Crystal Froese. Administration recognizes that council needs to be involved in this. However, he didn’t think it warranted council’s attention to approve every ad sign at the Yara Centre worth $1,000 or $2,000.
“If we can get $5,000 or $10,000 (in advertising agreements), that is more than we have right now,” he added.
