Corporate names on Barrie’s arenas, rec centres and future high-profile city developments aren't going anywhere, and may get more common.
Barrie city council rejected an attempt to end the city’s corporate naming rights program on Wednesday, preserving plans to pursue sponsorship deals for future municipal facilities.
Council voted 8–2 against an amendment moved by Coun. Claire Riepma that would've halted all future naming rights agreements, allowed existing deals to expire without renewal, and eliminated a vacant sponsorship position.
The amendment would've effectively defeated a city staff recommendation to hire an external sponsorship agency to market naming rights for municipal facilities and update the city’s corporate naming rights program. Riepma moved the amendment despite the recommendation being approved at general committee on June 3.
Councillors ultimately approved the original recommendation.
As part of that direction, staff will issue a request for proposals to retain a sponsorship agency to reassess the value of municipal assets and manage naming-rights opportunities on the city’s behalf.
The city currently has two naming rights agreements in place — the Peggy Hill Team Community Centre and Sadlon Arena — both set to expire in 2030 and generating about $250,121 annually together.
“I realize that people will look at that and say ‘well, that’s money into the city coffers and it supports local business by giving them advertising rights,’” Riepma said. “But there is a much more fundamental issue with that approach, and that is that we are using a public building paid for by taxpayers and turning that into a use for private enterprise.”
Coun. Amy Courser seconded the amendment, saying corporate naming rights on city facilities can undermine public recognition of local figures such as former mayor Dorian Parker and Gen. (ret.) John Hayter, while also exposing the city to public scrutiny.
“We put ourselves at reputational risk, especially for residents that have the misconception that City Hall is influenced by private interest, and that’s something we absolutely want to avoid,” she said.
The updated policy establishes a four-tier system for naming rights, ranging from major municipal facilities to interior rooms and outdoor amenities. Larger assets will continue to require council approval, while lower-tier sponsorships can be approved by senior staff under delegated authority.
It also restricts eligibility for sponsors, prohibiting agreements with tobacco, cannabis, gambling, political and religious organizations, and includes a morality clause allowing the city to terminate agreements that could harm its reputation.
Several councillors, however, argued removing naming rights would shift costs back onto taxpayers as the city prepares for new recreation and cultural facilities.
“We’ve got other venues on the horizon, whether they’re sports or performing arts,” Coun. Craig Nixon said. “The residents of the city work very hard to pay their taxes, and staff have worked very hard to keep our operating budget at a zero increase over the last four years. To do this is a complete reversal of what we’ve been trying to do.”
Councillors in favour of the policy also pointed to existing agreements and projected revenue from future deals as a way to offset operating and construction costs.
“To leave this kind of money on the table is totally irresponsible,” Coun. Gary Harvey said. “Every other municipality is doing it and it’s being done for a reason: to help offset deficits, because community centres — and even our OHL rink — run at a deficit.”
As part of the approved direction, staff will issue an RFP to retain an external sponsorship agency to reassess city asset values and manage naming-rights opportunities, including for future facilities such as the South End Recreation Complex and Barrie Performing Arts Centre.
The RFP will also include a review of existing agreements at the Five Points Theatre, including contractual obligations and the implications should the facility’s function or use change following the opening of the new performing arts centre.
