Corporations looking to put their name on a civic recreation facility are being encouraged to contact the city of Coquitlam.
Naming rights are up for sale for the amphitheatre at Town Centre Park and the Poirier Forum, agreements that could fetch the municipality hundreds of thousands of dollars.
Kerri Lore, Coquitlam’s community partnerships and policy manager, said interest from corporations wanting to work with the city has “increased dramatically” over the last few months.
For $450,000, a business or organization could put their name on the performance plaza at Town Centre Park for 10 years while the Poirier Forum name rights are up for sale for $350,000 for the same time period.
The prices were determined by an outside consultant — “before the arrival of the SkyTrain,” Lore notes — but the city is flexible and willing to negotiate, she said.
For its money, a corporation or organization would have their brand included at the facility, on ancillary signage as well as the city website and other marketing material. The partner would also have the right of first refusal to sponsor any events at the facility.
“It is really about enhancing city services without having to increase taxes,” Lore said. “We want to do that in any way that doesn’t compromise our mandate.”
She added that the city is not willing to partner with just any corporation or entity — Coquitlam has a strict sponsorship policy that prohibits agreements with businesses that may not be aligned with the city’s goals of creating active lifestyles at its recreation facilities, Lore said.
“It has to be compatible with the standards of the parks department,” she added. “We wouldn’t consider tobacco, alcohol, gambling — any service that contributes to an unhealthy lifestyle.”
There is no timeline for an agreement but Lore said she hopes to have something before council before the end of the year. She noted, however, that negotiations can take up to 18 months and that it is unlikely any name changes will be happening in 2017.
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