Agenda Item No.: F.1.a.
Amendment to City of Edmonton Facility Name Sale Policy C477
Recommendation:
That Community Services Committee
recommend to City Council:
That the amended Facility Name Sale
Policy C477A (Attachment 1 of the
February 6, 2007, Community Services
Department report 2007CSR002) be
approved.
Report Summary
This report offers a summary of findings
from a public consultation process regarding
selling City of Edmonton facility naming
rights along with a proposed amended
Facility Name Sale Policy C477A based on
feedback obtained through the public
consultation process.
Previous Council/Committee Action
At the May 1, 2006, Community Services
Committee meeting, the following motion
was passed:
That the April 18, 2006, Community
Services Department report
2006CSR011 be referred back to
Administration to conduct appropriate
public consultation with respect to the
concept of selling names of City of
Edmonton facilities, and that subject to
this consultation, come back to the
Community Services Committee with an
appropriate amended Facility Name Sale
Policy, which includes parameters and
categories of facilities that may be
pursued.
Report

A public consultation process was
initiated in an effort to determine the
level of public support for the idea of
selling the naming rights to City
Routing:
Delegation:
Written By:
February 6, 2007
File: 2007CSR002

facilities as a means of recognizing
sponsorship support, facility categories
in which name sales could occur,
circumstances within the categories in
which name sales could occur, and the
support for a proactive approach by the
City in pursuit of possible naming
opportunities.
The public consultation process included
a telephone survey of 400 randomly
sampled Edmontonians conducted from
August 1 to August 17, 2006,
stakeholder feedback via a workbook
questionnaire and information meeting,
and a focus group staged in January
2007.
Summary of Public Consultation Findings
 Both telephone survey respondents and
stakeholder groups confirmed the current
policy direction not to sell the names of
existing facilities.
 The public, stakeholder groups and focus
group participants were far more
comfortable with the idea of selling the
names of new facilities. The main
reason cited was the lack of history
associated with a new facility. It also
meant that a name change was not
needed.
 Arenas and multi-sport complexes
received the most support for being
named after a corporate sponsor in both
the resident and stakeholder surveys.
 The support for the sale of naming rights
for elements or portions of facilities was
much higher than for the sale of the
entire facility name (e.g. a cardio studio
or weight room inside a recreation
complex).
Community Services Committee, City Council
R. Smyth/D. Prefontaine
G. Dewar
Community Services Department
(Page 1 of 2)
Amendment to City of Edmonton Facility Name Sale Policy C477
Summary of Proposed Facility Name Sale
Policy Amendments
 Given the low level of public support,
the amended policy continues to direct
Administration not to actively seek
proposals for existing facilities.
 The amended policy supports the City of
Edmonton proactively pursuing the sale
of facility naming rights for new
municipal facilities and for elements or
portions of current and future municipal
facilities.
 Concept approval for Administration to
explore the sale of facility naming rights
for new facilities and elements or
portions of a facility with a potential
partner must be obtained from City
Council.
 A public consultation process must
confirm community support for the
name sale. The Naming Committee is
consulted regarding the proposed name.
 Additional policy statements have been
added to ensure a name sale agreement
does not compromise the City’s ability
to carry out its functions fully and
impartially; that the granting of naming
rights will not entitle a naming entity to
preferential treatment by the City outside
of the Naming Rights Agreement; and
that the City will not relinquish any
aspect of its right to manage and control
a civic facility through a Naming Rights
Agreement.
2. A policy amendment allowing
Administration to seek naming sponsors
for new recreation facilities would
support alternative approaches currently
being explored for developing new
facilities including P3.
3. The contemplated policy amendments
would still require that City Council
approve any name sale agreements, but
would allow Administration to approach
potential sponsors of new recreation
facilities and elements within facilities
as opposed to waiting for them to
approach the City.
Background Information Attached
1. City Policy C477A - Facility Name Sale
2. City Procedure C477A – Facility Name
Sale
3. Current and Proposed Amended Policy
Comparison
Justification for Recommendation
1. The public consultation process yielded
support for the selling of names of
facility elements and names of new
facilities.
(Page 2 of 2)
Attachment 3
Current and Proposed Amended Policy Comparison
Facility Name Sale Policy Review
Current Policy (C477) and Amended Policy (C477A)
Comparison Summary
Current Facility Name Sale Policy (C477)
 Directs Administration not to actively seek
proposals for name sales.



A public consultation process must confirm
support for each name sale.
The Naming Committee is to be consulted
regarding the proposed name
City Council must approve all name sale
agreements.
Amended Facility Name Sale Policy (C477A)
 Directs Administration not to actively seek
proposals for existing facilities.
 Enables Administration to seek proposals for
new recreation facilities subject to Council’s
consent.
 Enables Administration to seek proposals for
portions or elements of facilities subject to
Council’s consent.
 No change.

No change.

No change
Additional Policy Statements in C477a
 Agreement not to compromise the City’s ability
to carry out its functions fully and impartially.
 The granting of Naming Rights will not entitle a
Naming Entity to preferential treatment by the
City outside of the Naming Rights Agreement.
 The City will not relinquish any aspect of its
right to manage and control a Civic Facility
through a Naming Rights Agreement.
Attachment 3 - Page 1 of 1