Toronto Rejects Public Naming Rights Proposal

Everybody is hurting for cash — even the largest city in Canada.

Last week, Toronto politicians were presented with a proposal to “revise and ramp up its corporate naming and sponsorship efforts,” according to the Toronto Star.

The city’s budget committee had asked for the report this past January. In the report, the authors point out that Calgary, Winnipeg, Chicago, and New York “proactively solicit offers to buy naming rights,” the Star reports.

Toronto currently only has a few named spaces, including Scotiabank Nuit Blanche, the Franklin Children’s Garden at Centre Island, and the BMO Field soccer stadium. In March, an offer to rename the city hall "Tigits Hall" made the local news — alarming residents in the process.

The proposal aimed to create fresh naming opportunities without being crass about it, as community groups expressed concerns that brand names ("McDonald's Spadina" was one moniker that opponents bandied about) would be slapped on every park bench and tree branch.

 “It’s not intended to go out and put a name on everything,” said Phyllis Berck, director of the Toronto Office of Partnerships, according to the Star. The intention, she tells the paper, is to have “a consistent, fair and transparent process for reviewing” those kinds of opportunities.

Councilor Doug Ford, the brother to the city’s mayor Rob Ford, told the Star that residents shouldn’t start worrying about having a “Doritos City Hall.”

Now they don't have to worry for a while longer — yesterday, the controversial proposal was rejected.

According to the latest report in the Star, Toronto's executive committee "voted Monday to have city staff take a second look at the issue after several councillors queried what limits would be put on the kinds of names and products involved."

So it's not dead yet — just heading back to the drawing (and naming) board.