Council considers merits of selling city landmarks’ naming rights

FORT ST. JOHN, B.C. — The Fort St. John city council is considering selling the naming rights of recreational facilities throughout the municipality. 

During the October 28th regular meeting, councillors reviewed a presentation from staff and marketing agency Cimoroni about the value of naming rights to municipal facilities.

According to staff, the study was conducted due to the increased dependency of municipal finances on “insufficient revenue sources during a time of high inflation.”

“This has required an evaluation of other income streams that can support important services and functions without raising tax rates further,” a report from staff accompanying the presentation stated. 

The Cimoroni delegation explained the value of the facilities and parks was quantified by exploring their market size, location, age, number of annual events, the type of events, total visitors, media exposure and corporate presence. 

The 12 parks and facilities were valued at a total of approximately $525,000:

• Pomeroy Sport Centre: $150,0000
• North Peace Arena: $65,000
• Kids Arena Fieldhouse: $45,000
• Fort St. John Curling Club: $30,000
• North Peace Leisure Pool: $40,000
• North Peace Cultural Centre: $77,500
• Centennial Park: $20,000
• Toboggan Hill: $15,000
• Kin Park: $25,000
• Surerus Park: $20,000
• Fish Creek trails: $7,500

Staff confirmed there was no intention at this time to change any of the names of the parks or facilities evaluated, and that this was simply a study to keep on file for the future and the event the municipal government seriously explored the opportunity. 

When asked by the council if this avenue of funding was being explored by similar municipalities, the delegation confirmed it was an option that was gaining popularity.