Toronto Mulls Corporate Sponsorship for Parks

Short on funding, Toronto's waterfront parks agency is considering a plan to sell the naming rights to the park's amenities, allowing corporate sponsors to add their name to such public features as walkways and play areas.

"Waterfront Toronto - a joint agency of the federal, provincial and municipal governments with a 25-year mandate to implement a $17-billion revitalization program - is looking for a consulting firm to help develop a sponsorship program and naming rights strategy."

"With only $1.5 billion in seed capital from the various levels of government, Waterfront Toronto's mandate requires it find ways to pay for the massive revitalization project and to maintain new parks and other facilities, said vice-president of government relations Marisa Piattelli."

"Piattelli said naming rights are just one of many strategies Waterfront Toronto would consider as it looks for revenue sources, adding there would be public input both directly from the community and through the three levels of government."

"The branding exercise has already gone further in the United States, where, for example, you can find a Mattel Children's Hospital in California and a similar one in Rhode Island branded by Mattel's rival in the toymaking business, Hasbro."

"The debate over corporate naming of public spaces is only starting to heat up in Canada, but there was little public outcry when a Montreal community started looking for corporations to buy naming rights to all sorts of taxpayer-owned facilities."

Full Story: Waterfront Toronto considers selling naming rights to public parks, spaces

Comments

Prepare for the AICP Exam

Join the thousands of students who have utilized the Planetizen AICP* Exam Preparation Class to prepare for the American Planning Association's AICP* exam.
Starting at $245
Planetizen Courses image ad

Planetizen Courses

Advance your career with subscription-based online courses tailored to the urban planning professional.
Starting at $16.95 a month
Book cover of Unsprawl

Unsprawl: Remixing Spaces as Places

Explore visionary, controversial and ultimately successful strategies for building people-centered places.
Starting at $12.95
Woman wearing city map tote bag

City Shoulder Totes - New Cities Added!

Durable CityFabric© shoulder tote bags available from 7 different cities.
$22.00