APPENDIX A – Revised Naming of Facilities and Parks Policy

 

Policy Statement

 

It is the policy of the Town of Markham that Council will approve proposals for the naming of corporate assets.  Naming may include the exterior and the interior of buildings. 

 

 

Naming rights are based on the following;

 

  1. Council approval is required for all naming privileges of Town assets.
  2. When a building or park is to be named, the department responsible will access a central depository maintained by the Clerk's department.  From this list and from other criteria listed below (see #3), staff will submit one recommended name and one alternative for review and approval by Council
  3. Names for facilities and parks may be chosen for a variety of reasons;
    1. To recognize those listed on the Markham War Veterans Hour Roll (as approved by Council on July7, 1998).
    2. To reflect the geographic location, community or neighbourhood.
    3. To recognize the historical significance f an area.
    4. To reflect the unique characteristics of a site.
    5. To reflect the type of service or function offered.
    6. To recognize a person with significant accomplishments or achievements at the local, provincial or national level.
  4. Existing names will not be changed without consideration of the historical significance of the existing name, the cost of providing new signs, updating other print material and re-building community recognition.

 

Interior Naming:

  1. Interior naming opportunities will be available to third parties who are interested in entering a partnership the will generate revenue for the Town and provide exposure to the third party.
  2. Interior naming opportunities will be advertised and/ or a Request for Expressions of Interest will be placed to inform residents and business organizations of the opportunity.  This will be done as required.
  3. The naming value of a corporate asset will be developed and established on a per project basis.  Value will depend on related costs, the prominence of the asset, the opportunity for exposure, and the costs for signs and promotional material
  4. The Town of Markham will not solicit, accept or extend naming opportunities to tobacco companies.  In addition, where the intent is to approach companies whose product or public image may be deemed to be “sensitive” (i.e. liquor, personal care or health products, companies reported to have questionable business practices…) the Town must evaluate all such proposals on an individual basis based on the content of the proposal.
  5. Naming agreements will have a specific clause that defines the time period for the use of the name.  Naming agreements will be extended subject to renewing the terms of the agreement to the satisfaction of both parties.  The third party has right of first refusal to renew the naming agreement subject to satisfactory negotiations with the Town up to 90 days before the expiry date of the existing agreement.

    

Naming Process Management

 

A.     The Clerk’s Department is responsible to maintain a central depository of requests to honour people.  Names may be proposed by members of the public, elected officials, and staff. Requests must be writing to the Town Clerk, stating the reason(s) for honouring the person.  The reason must be consistent with section 3 above.

B.      Report will be brought forward for Council to approve the naming of parks, buildings and interior components of buildings.  With respect to the later, staff will advertise and/ or release a Request for an Expression of Interest to allow all interested organizations the opportunity to bring forward a proposal.

C.     When a park or facility is to be named, the department responsible will access the central depository in the Clerk’s department.  Based on this list and the criteria noted in #3 above, staff will submit one recommended name and one alternative for review and approval by Committee and Council.

D.     Each proposal for interior naming will;

·        Be documented in a report format and have an appendix that outlines the terms and conditions of the proposed agreement.

·        The draft report and naming agreement will be circulated to the internal stakeholders directly affected by the proposal for comments in advance of being reviewed by Committee and Council.

·        The will be circulated to the Commissioners and CAO for review/ comment prior to making recommendations to Committee and Council.

·        The draft report and naming agreement will be submitted to Committee and Council with a recommendation for approval.