Don't be surprised if a couple of municipal properties in Chatham-Kent get renamed in the near future.
On Monday night, council approved a Naming Rights Corporate Sponsorship Policy.
Naming rights are a form of advertising where a corporation or other entity purchases the right to name a facility. Examples in nearby municipalities include the Windsor Family Credit Union Centre in Windsor at a cost of $162,000 a year, Budweiser Gardens in London for $640,000 a year and Nature Fresh Farms Recreation Centre in Leamington for $65,000.
The extra money that the municipality makes off naming rights is then put back into the local community.
The Naming Rights Company (TNRC,) a firm that focuses on creating naming rights partnerships between brands and sport, entertainment and cultural facilities, was hired by Chatham-Kent to conduct an inventory and analysis of municipal assets.
The assets it recommended to be considered first for potential naming rights include the Capitol Theatre, Chatham-Kent Memorial Arena, Thames Campus Arena, the Skateboard Park on Grand Avenue, Kingston Park and the head branch of the Chatham-Kent Library.
Dan Cimoroni with TNRC said the reoccurring revenue associated with naming rights would be a benefit to Chatham-Kent and added that he's seeing increased activity between companies and sponsorships.
"I think the timing to go to market for this thing is very good as your community is embracing regeneration, a rebirth and a growth and as people are moving to and back to [Chatham-Kent,]" he said.
According to the Corporate Sponsorship Policy that was approved by council on Monday, naming rights to municipal venues or assets must ensure the integrity of the community and have no adverse effects on the municipality's public image. It is also recommended that names "give a sense of place, continuity, belonging, and celebrate the uniqueness and distinguishing characteristics of Chatham-Kent" and maintain a local area identification.
Names that reflect or imply a reference to any of the following will not be eligible for naming rights: - Elected officials currently in office - Political affiliation - Derogatory or offensive terms or references - Discrimination against race, gender, ethnicity, creed or sexual orientation - Duplication, - Tobacco products - Names considered inappropriate for a municipal facility or inconsistent with the core values or strategic plan of the Municipality of Chatham-Kent
The relationship between the municipality and the company that purchases the naming rights also can't result in any municipal employee receiving products, services or assets for personal gain or use.
According to General Manager of Corporate Services Cathy Hoffman, the municipality will make sure all the stakeholders for each specific facility or asset will be involved in the naming process.
Councillor Michael Bondy brought up a few concerns with renaming, specifically surrounding Memorial Arena, which he noted was named following the Second World War to honour Canadian veterans.
However, Cimoroni ensured council that those kinds of issues would be considered throughout the process.
"We would bring forward the sensitivities and the reason and logic behind why that was named that way and have open, honest dialogue with the interested party and make recommendations to keep the name and work around the name," Cimorono explained.
Bondy also questioned who would pay to replace signage and any other costs associated with rebranding.
According to Cimoroni, any fees associated with the switch over would be the responsibility of the company that has secured the naming rights.
Now that the policy has been approved, TNRC will work towards the planning and implementation of the naming rights sponsorship sales process.
"This is inclusive of identifying prospective partners, presenting the opportunity to companies, structuring mutually amenable deal terms, negotiating and developing the contract, and then onboarding the naming rights partner," the staff report stated.
