Companies can now purchase naming rights for city-owned facilities in Fort St. John in a move aimed at boosting revenues and encouraging public investment.
The naming rights policy was last revised in 2019, and city staff said with the council’s permission, it will now “reflect current industry standards and best practices.” Exact prices are not provided in the policy, but staff offered guidelines as to what kind of companies the city is interested in working with.
Sponsors will have the option to name the facility after themselves, under corporate naming, or to honour a significant community contributor.
An individual, family foundation, or nonprofit group may be used as a name “in recognition of significant philanthropy, or as an honour and generally with or without financial consideration,” the policy reads. Naming rights may be granted for free by the city to people in Fort St John with outstanding achievements.
Acting elected officials cannot be used, as per the policy.
Corporations interested in sponsoring a space must sell or deal in family friendly materials – alcohol, vape, and cannabis companies cannot apply. Religious organizations, outwardly political groups, and companies with derogatory messaging or beliefs are also barred from consideration.
Whether the name is purchased or commemorative, the city council is obligated to hold at least one public hearing before the change is made. Rights can be purchased for the exterior of buildings, including signage or on the amenities inside, such as rinks, pools, and lobbies.
The implementation of this policy was fueled by a late October presentation to city council on the idea. During this meeting, estimated prices for several centres were provided by an outside firm. It estimated the most valuable namable asset of the city to be the North Peace Cultural Centre, which houses the public library and other amenities, at $77,500. The North Peace Arena and Kids Arena Fieldhouse rounded out the top three.
Although the Pomeroy Sport Centre was valued higher than the arenas, city staff told the consultant it and the North Peace Leisure Pool are not being considered for renaming due to existing agreements and ownership structures.
According to the policy, all sponsored names must exist for a set term, although no specific time limit is outlined.
