YaraCentre and Mosaic Place could hypothetically receive new names, now that the city has a new advertising and sponsorship policy that will soon be marketed widely.
City administration presented a marketing policy proposal to city council during its executive committee meeting on June 10.
The marketing policy would create a consistent approach in the execution of advertising and sponsorship agreements, according to administration. It would solicit opportunities to advertise at, or sponsor, all parks, playgrounds, and recreational buildings.
The policy would also provide revenue-generating opportunities, uphold the municipality’s stewardship role to safeguard assets and interests, and protect the corporate image.
YaraCentre
A minimum commitment of five years would be required for naming rights to any room at YaraCentre. Some examples include:
- $5,000 per year for naming rights to the fitness centre and upstairs commons area;
- 3,500 per room per year for dressing rooms with turf access; $3,000 per room per year for dressing rooms without turf access;
- $1,000 per year for boot racks in the lobby.
Kinsmen Sportsplex and Pool
A minimum commitment of five years would be required for naming rights to any room at the Kinsmen Sportsplex. Some examples of naming rights costs include:
- $5,000 per year for the informational sign and to sponsor the free public swim
- $3,000 per year for meeting rooms
- $2,000 per year for the steam room, hot tub, leisure pool, diving boards and water slide
Parks and playgrounds
A 10-year commitment would be required for naming rights to parks and playgrounds. It would cost $7,500 per year for the naming right, along with a new sign, a press release announcement and an advertising package on social media with the municipality.
Phyllis Dewar Outdoor Pool
he Phyllis Dewar Outdoor Pool was built in 1967 and named after Phyllis Dewar, a female speed swimmer who participated in the British Empire Games in the 1930s.
An investment of $3,000 per year would be required to sponsor the free public swim.
Council discussion
Coun. Scott McMann was surprised to learn that a request for proposal wasn’t issued for an agency to look after placing these advertisements. He noted administration’s report doesn’t list how much money EMJ Marketing is taking as a percentage to acquire advertising at these municipal-owned buildings.
City administration has had a positive relationship with that particular marketing company for the past six months, explained Derek Blais, director of parks and recreation. Administration thought it would give EMJ Marketing one year to help roll out this marketing plan.
The marketing company receives a flat commission no matter what type of advertisement is sold, or how much it is, Blais continued. It doesn’t matter whether it is a 10-year commitment for naming rights or a $500 sign.
Coun. Brian Swanson introduced a recommendation to exclude parks and playgrounds from the sale of naming rights and advertising. He was not in favour of that happening since many green spaces already have names.
City manager Jim Puffalt encouraged council to give administration the chance to pursue this plan. He pointed out some park signs “are in dire shape” and need to be upgraded. Moreover, some parks aren’t named, so a company could sponsor that green space and contribute to its upkeep.
“They may not sell, but at least let us try,” he added.
Council voted 6-1 against Swanson’s recommendation.
Council then voted 6-1 on a recommendation to receive and file administration’s report; Swanson was opposed.
