Letter to the Editor for August 17, 2016

U-Vic prof warns against sale of ‘naming rights’

Editor:

The first question you should ask yourselves is: Does the economic rationale behind such a (naming rights) policy have any merit based on the experiences of other municipalities of a similar size?

In considering this question, I would urge you to first consult, not with a high-paid consultant that has a vested interest in promoting naming rights and corporate sponsorships, but rather with your counterparts in municipalities elsewhere on the island and throughout the province.

The City of Victoria’s Governance and Priorities Committee Report on Naming Rights and Advertising from 2012 concludes that:

• The city has limited opportunities to sell naming rights;

• A comprehensive naming rights policy and program is not required;

• The public may wish to be consulted before naming rights to any city facilities are awarded.

After a detailed study, the city’s staff noted, “…that the Victoria Conference Centre is the only lucrative venue for naming rights within the city. When compared to other municipalities who have pursued revenue from naming rights (e.g., Winnipeg and Toronto), Victoria is a relatively small market with few high-profile city facilities.”

Given this assessment, before you pay a considerable sum of money to a private consultant to conduct an “Inventory Asset Valuation,” you should ask yourselves: If a city such as Victoria—the provincial capital with a population over twice the size of the Municipality of North Cowichan—only has one or two potentially viable naming rights assets in economic terms, do you really need to pay a private consultant over $50,000 to use a ‘proprietary formulae’ to determine whether North Cowichan has anything comparable to Victoria’s Conference Centre?

Moreover, if the partnership consultant you were to hire would receive between 20-40 percent of the revenue generated from such naming rights agreements, the remaining revenue acquired by the municipality would hardly save taxpayers much at all at the cost of commercializing the symbolic identities of public places.

Reuben Rose-Redwood, Ph.D.Department of GeographyUniversity of Victoria

Editor’s note: This is an extract from a longer open  letter submitted to the Municipality of North Cowichan and the Chronicle by Prof. Rose-Redwood. The complete letter is posted at https://goo.gl/yImLFe.

 

 

Just Posted

North Cowichan to consider contracts for new RCMP building

Looks to contractors working on similar construction in Fort St. John

FortisBC workers repairing gas leak in downtown Chemainus

Third party working in the area hit a gas line this morning

Source of gas leak being investigated

Portion of downtown Chemainus blocked off around the new library

Rick Lawrence to present photography as abstract art to Ladysmith Camera Club

The presentation will be hosted September 24 at 7:00 pm, in Hardwick Hall

VIDEO: Trudeau asks Canada to look to current, not past, actions on race

Liberal leader says he never spoke about the racist photo because he was embarrassed

Teens charged in stabbing death of B.C. man in strip mall parking lot

Two youths, aged 15 and 16, charged in Aug. 16 killing of South Surrey’s Paul Prestbakmo

B.C. Premier John Horgan worried about ‘rise of racism’

Asked to comment on Justin Trudeau’s ‘blackface’ incidents

Human case of West Nile virus reported on Vancouver Island

B.C. Centre for Disease Control confirmed case reported in August

Forestry watchdog warned B.C. government about Bamfield Road in 2008

Ombusman’s specific concerns re-surface in wake of bus crash that killed two students

Photos surface of Conservative candidate at B.C. event with people in blackface

The controversial “Black Peter” character has been a feature at Sinterklaas celebrations

B.C. Liberal leader says private sector development will help housing affordability

Andrew Wilkenson spoke in Kelowna during a real estate conference

Legislature gifts, clothing, travel need better control, B.C. auditor says

Audit follows suspensions of managers by Speaker Darryl Plecas

‘Really disturbing:’ Trudeau’s racist photos worry B.C. First Nation chief

Wet’suwet’en Chief concerned the photos will sow fear in Indigenous communities

Most Read