In December 2024, council requested staff to research the possibility of creating a naming rights policy in an effort to increase Town revenue. That policy was brought to council at Monday night’s meeting and formally adopted.
The report, which includes a draft policy, was brought to council by CAO Marcel Michaels.
In his report to council Michaels wrote that selling sponsorship and naming rights is an increasing trend across the region.
“Municipalities across Ontario are increasingly adopting naming rights and sponsorship policies as a strategic tool to generate alternative sources of revenue, support infrastructure and program funding, and strengthen partnerships with local and regional businesses and organizations,” the report said.
“A Naming Rights for Municipal Assets Policy provides a consistent and transparent framework to guide how the Town can engage with third parties in the naming of municipal facilities, spaces, and programs in exchange for financial or in-kind contributions.”
Michaels also noted that participants in the Town’s 2025 budget survey also seem to be in favour of selling the naming rights for local Town facilities.
“In the 2025 Budget Survey, 32% of participants indicated they’d like to see the naming rights of municipal spaces be sold for revenue, and 37.6% indicated they’d like to see the naming rights of parks and trails be sold for revenue,” the report said.
Examples of other communities mentioned in the report include nearby Kenora and Thunder Bay which both have policies in place. Many locals might be familiar with the Moncrief Construction Sports Centre in Kenora.
The draft policy attached to the report outlines the kinds of things which can be offered up for naming rights sponsorship under the new policy. These include programs, services, and campaigns, events and recreational activities, buildings, parks, and other infrastructure and amenities such as trails, pavilions, and sports fields as well as equipment, vehicles, or digital assets.
In the eligibility criteria section of the draft policy who the Town may and may not enter into agreements with are enumerated.
“The Town may enter into agreements with individuals, businesses, or organizations who:
- Provide fair market value through funding, services, or goods
- Are in good standing with the Town and the community
- Offer contributions that support municipal goals
- Have a positive reputation locally and beyond.
The Town will not enter into agreements with:
- Political or religious organizations
- Entities involved in litigation against the Town
- Companies promoting harmful, exploitative, or controversial products (e.g., tobacco, cannabis, weapons, etc.)
- Sponsors seeking influence over policy, planning, or service delivery.
Sponsorships tied to alcohol or gambling will be carefully reviewed and prohibited for youth- or child-focused programs.”
The draft policy outlines many other stipulations including that the process for naming different properties will be transparently conducted, must reflect community values and adds that the fact that a business might sponsor or hold naming rights for a town property will not earn that business preferential treatment when it comes to the Town’s procurement processes.
During the meeting councilors were engaged in discussion as the proposal included council directing administration to bring forward a report on options to proceed with the renaming of the Memorial Sports Centre by the end of November 2025.
Coun. Bill Morrison was concerned that renaming the Memorial Sports Centre (MSC) would erase the meaning of the ‘Memorial’ which refers to those who lost their lives fighting for Canada in the World Wars.
“My concern was just like things like the Memorial Sports Centre. I could be wrong, but I think that was for veterans at the memorial,” Morrison said.
“So I just have concerns about that and what we’re going to rename like, you know, East End Hall. It’s just East End Hall…”
CAO Marcel Michaels used the question to remind council that under the draft policy Fort Frances Town Council has the final say on naming rights and how a particular building, park etc. could be renamed.
“That’s the part where you’re judge, jury, and executioner of whether you want to give up something for naming rights,” Michaels said.
“I believe the ‘memorial’ is more of a generic term. It is tied to veterans, but to me, then I would encourage council to maybe not sit on the name ‘memorial,’ because I don’t think it brings enough acknowledgement to veterans, to today’s youth. That would be my professional opinion, that if we’re trying to really bring homage to veterans, maybe the word ‘Memorial,’ is an out of date term, to some extent, for a lot of people. My kids don’t know what ‘Memorial’ means… Now, if there’s no value in going away from that, then that’s the will of Council. We’re suggesting that that’s one I believe wouldn’t be overly controversial. If it is, that would be a good thing. It would bring insight to administration that people don’t want to lose the name ‘Memorial.’ And then we would follow that lead, and then again, I would say elevate it even more, make it the better the ‘veteran’s memorial…’ or or lift that name even more. But again, that’s the will of council to say if a name is meant for the historical, traditional honouring of something or not, but you have that option. So if there’s any hesitation with MSC, because that is the one we’d like to target. First, then do not accept that part of it and give us a direction to come back with different options to target or leave it with us internally. But I guess that’s the decision of Council, whether you want the MSC to be one to consider or not.”
Coun. Behan agreed that he thought ‘memorial’ was an important part of the name.
“I am agreeing with Coun. Morrison there,” Behan said.
“I think it’s important to keep ‘Memorial’ as part of the name. I have no problem with somebody’s name in front of that “so and so’s Memorial Sports Centre.” I haven’t had a problem with that, but if we’re going to look at maybe even change the name Memorial Sports Centre. I think that I’d be more reluctant to do that. I am in favour of the policy overall. I think it’s great to raise revenue, a great way to raise revenue without taxation or user fees.”
After discussion the motion was passed and administration will move forward toward offering up sponsorship and naming opportunities for different Town assets.
