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 Facility Name Sale Policy
C477 be amended to allow
Administration to actively seek
proposals from companies who may
potentially be interested in purchasing
facility naming rights as a means of
recognizing their sponsorship support,
as outlined in the April 18, 2006,
Community Services Department report
2006CSR011.
Report Summary
 This report recommends an amendment
to Facility Name Sale Policy C477 as a
result of an increasing demand on the
City and its partners to generate new
revenues and alternative resources to
assist in the construction, support,
redevelopment and/or provision of City
of Edmonton facilities.

public consultation if appropriate,
and funding implications.
Report



This report reflects Administration’s
desire to be proactive in securing facility
sponsors.
Previous Council/Committee Action
At the January 17, 2006, City Council
meeting (Business Driver Review – Process
to Review Key Result Areas), the following
motion was passed:
3. That after Council approves the
overall key result areas to be
reviewed, Administration develop
individual policy review plans, for
Committee’s consideration, that
includes the outcomes, processes for
Routing:
Delegation:
Written By:
April 18, 2006
File: 2006CSR011

The purpose of amending Facility Name
Sale Policy C477 (Attachment 1) would
be to allow Administration to be
proactive in securing corporate sponsors
for facilities with the ability to
potentially include naming rights as a
means for recognizing the sponsorship.
While the current Facility Name Sale
Policy C477 provides a consistent
process, criteria and guidelines related to
securing a corporate namesake for a City
of Edmonton facility, it clearly states
“The City of Edmonton will not actively
seek proposals.”
The existing policy requires
Administration to seek concept approval
from Council prior to entering
negotiations with a company or agency
that approaches the City. The
contemplated policy amendment would
still require that Council approve any
name sale agreements, but would allow
Administration or its agent to solicit
(contact or approach) potential sponsors
as opposed to waiting for them to
approach the City. This policy
amendment would support alternative
approaches currently being explored for
securing funding to aid in the
development of new facilities, as
identified in the Recreation Facility
Master Plan.
Should this report’s recommendation be
approved, the policy amendment would
be brought forward for consideration at
the June 12, 2006, Community Services
Committee meeting.
Community Services Committee, City Council
L. Cochrane/D. Prefontaine
G. Dewar
Community Services Department
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Amendment to City of Edmonton Facility Name Sale Policy C477

General Principles
 The sale of City of Edmonton facility
naming rights to an appropriate
organization is a source of new and
alternative funding to assist in the
construction, support, redevelopment
and/or provision of City of Edmonton
facilities. The sale of a municipal
facility’s naming rights is a means of
offsetting taxpayer costs, ensuring
maximum value for tax dollars, and
increasing the involvement of and
fostering co-operation and goodwill with
the community.
 Name sale agreements shall be
established in a manner that is
organized, consistent and proactive, that
safeguards the City’s assets and
interests, that enhances access and
fairness, and that result in the optimal
balance of overall benefits to the City
and the community.
 A corporation or external organization
may become the namesake of a new or
existing municipal facility as recognition
for its financial support, where such
support is mutually beneficial to the
City, corporation or external
organization and community, and
consistent with all aspects of existing
City guidelines and policies.
 City facilities must be linked only with
external organizations that are
compatible with, complementary to, and
reflective of the City’s values and its
mandate.

The City’s profile and responsibility as
owner/operator of the facility must be
ensured through the agreement.
Concept approval for each name sale
opportunity must be obtained from City
Council before negotiations with
potential partners are initiated.
Background Information Attached
1. Facility Name Sale Policy (C477)
(Page 2 of 2