A bigger piece of the pie or a fight over scraps? Coquitlam to reconsider corporate sponsorships

Is Coquitlam getting too corporate, or not corporate enough?

That was the question Monday as city council mulled the costs and benefits of corporate sponsorships, possibly including naming rights.

About two-thirds of Canadian municipalities are involved in some form of corporate engagement and more than 90 percent are “actively marketing their assets,” according to a city staff report.

“I want our city to have a piece of that pie,” said Coun. Craig Hodge said. “I’m just worried that it’s just everybody fighting for the same scraps.”

While many municipalities are seeking corporations, corporations are likewise looking to partner with cities, according to Coquitlam’s senior manager of economic development Eric Kalnins.

For many businesses, cities are a stable investment and a good way to build a brand, Kalnins told council.

Hodge said he was more interested in event sponsorships than selling the name rights of city facilities, which he said could be controversial.

“Generally speaking, I like public space being for the public,” agreed Coun. Matt Djonlic.

There might be more money to be made with naming rights than through sponsorships, noted Coun. Brent Asmundson.

Going forward, council needs to have a conversation about using corporate cash not only to pay for city events, but to lessen the burden on Coquitlam taxpayers, Asmundson added.

While the city should certainly consider bringing in money without burdening the taxpayers, Coun. Steve Kim was somewhat leery about the general nature of corporate partnerships.

“There’s always that fear with corporate partnerships and sponsorships, that any organization or brand might lose its soul,” he said.

The city is looking to hire a municipal sponsorship consultant who would review corporate sponsorship in Coquitlam, interview past sponsors, and come up with ideas to amend the program.

Coun. Trish Mandewo questioned the need to hire a consultant, “who pretty much is going to come and tell us probably what we already know.”

Coquitlam’s sponsorships are currently handled by a staff member on a part-time basis.

Coquitlam currently has about 200 deals in place for city events and programs.