Edmonton's biggest rec centres face name change in new sponsorship deal
CBC
The City of Edmonton is aiming to make new money by selling the rights to rename some of its recreation facilities.
Roger Jevne, branch manager of community recreation and culture, said administration has drafted a deal with a company to rename the Terwillegar Community Recreation Centre.
Jevne presented the agreement to council's community and public services committee last week.
Most of the proposed terms and the name of the company remain in private but Jevne said it could generate $150,000 a year, if council approves.
Jevne described the initiative as a low-risk partnership with a local company whose brand promotes sport and healthy lifestyle.
A sponsorship deal could "help offset a portion of the city's operating expenses and the amount of tax levy needed to support our popular sport and recreation facilities."
Not everyone's a fan of the idea.
"I guess my biggest concern is really losing the city's identity or downplaying the city's identity on the facilities," said Jo-Anne Wright, councillor for Ward Sspomitapi.
In an interview with CBC News Tuesday, Wright noted that the city and taxpayers paid to build the centres.
"I think if people you know see it as the XYZ recreation facility, people might be led to believe that it was XYZ corporation that built it rather than the City of Edmonton."
Coun. Andrew Knack and Tim Cartmell said they support the initiative.
"I don't think the community's sense of identity will be lost in the corporate renaming, I think that will be done in such a way that acknowledges the corporate sponsor while maintaining the community connections," said Cartmell in an email to CBC.
The city has been drafting sponsorship deals since city council directed it to pursue the new revenue making course in 2020, Jevne noted.
Terwillegar is one of five on the city's current sponsorship renaming roster.
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