Vancouver Parks Board permits limited corporate naming
No corporate names will be allowed on the outside (and whole buildings can’t be named), no logos or advertising will be allowed anywhere. Interior elements, exterior elements and whole buildings can be named or re-named for individuals. Community associations will have to submit comprehensive fundraising plans and an application to the Parks Board for final approval.
The vote was 4-1 in favour. Loretta Woodcock, who voted against it, was quoted as saying “You betcha there’ll be a lot of companies lined up to put their names in these buildings.” I laughed when I read this — I doubt any companies are lining up. This will help community centres recognize donors who are already supportive and it might open the doors so that they can try to woo others, but the process is going to be exhausting and the recognition is quite meager. Anyone who thinks that all you have to do to get a corporate gift is offer to put their name (and not even a logo or wordmark!) on a little plaque hasn’t done very much fundraising.
Here’s a better plan: fund civic facilities properly so that they don’t need to rely on private sector donations.
Corporations have a lot of choice when it comes to naming opportunities. A great example: Scotiabank has just bought the naming rights to five Cineplex Paramount movie theatres for the next five years. You’ll notice an enormous Scotiabank banner on the corner of Burrard and Smithe. All references to “Paramount” are gone. The re-branding is tied to a new loyalty program.
Some other recent naming deals (from the Vancouver Sun):
- Vancouver landmarks renamed in recent years include Telus Science World, for $9 million over 15 years.
- The Stanley Industrial Alliance Stage reaped $1.5 million over a 20-year term.
- The most well-known corporate naming deal is General Motors Place, worth about $20 million over 20 years.
- In Calgary, the Epcor Centre for Performing Arts added $2.6 million to city coffers over 10 years.
- Hawking naming rights to the Hummingbird Centre bagged $5 million for the City of Toronto.
Photo by Marc Lostracco.
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- Donors give to keep names off and options open
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- Naming rights gone wild
- Seeking input on CRA policy
