TOWN OF WHITBY REPORT RECOMMENDATION REPORT

REPORT TO: Operations Committee REPORT NO: CMS 13-09

DATE OF MEETING: 2 February 2009 FILE NO(S):

PREPARED BY: Community and Marketing Services LOCATION: Iroquois Park Sports Centre (IPSC) REPORT TITLE/SUBJECT: Scotiabank Naming Rights Sponsorsorship at IPSC

1.0 RECOMMENDATION:

That Council approve the Scotiabank sponsorship at Iroquois Park Sports Centre (IPSC), including renaming Arena 1 to 1, under the terms and conditions listed herein.

2.0 EXECUTIVE SUMMARY:

A proposal is before Scotiabank offering a comprehensive, five year sponsorship package at IPSC including various branding and program associations, and title rights to Arena 1. Under the proposal, the arena would be titled Scotiabank Arena 1 for the term of the sponsorship. Total sponsorship fee in the proposal is $209,250 over five years. The sponsorship also includes a component with the Whitby Minor Hockey Association and the branding of certain IPSC programs.

3.0 ORIGIN:

Staff was requested to report to Council on corporate proposals involving the Naming Rights to Town Property or Property Features.

4.0 BACKGROUND:

The Advertising and Sponsorship Division of the Community and Marketing Department has undertaken sponsorship sales initiatives which include naming rights to certain Town property features. This started in the year 2000 with titles to Arena 2 and 3 at IPSC being sponsored by, and therefore renamed Sobeys Arena 2 and Report to: Operations Committee Report No.: CMS 13-09 Page 2 of 5

Volkswagen Arena 3 respectively. The program expanded to include the Civic Recreation Complex in 2003, McKinney Centre in 2004, the new Port Whitby Marina (PWM) Clubhouse banquet room in 2005 and the McKinney Youth Drop-in Centre.

Typically, these naming rights sponsorships are part of a package which includes a suite of signage and other benefits. They range from $5,000 annually (PWM Lounge) to over $25,000 annually (IPSC Arenas). The title sponsorship term is a minimum of three or more years, with the sponsor having first right of refusal for renewal. Many title sponsorships have been renewed for multiple terms (Volkswagen Arena 3 since 2000, Maple Lodge Farms Arena 4 since 2001) while others have been released, resold and renamed (Sobeys Arena 2 became Giant Carpet and Flooring Arena 2, The Audi Lounge at Port Whitby Marina became the Liza Lounge).

5.0 DISCUSSION/OPTIONS:

The Division put forward a sponsorship proposal with Scotiabank in the summer of 2008 resulting in presentation of a package which includes naming rights to Arena 1 at IPSC.

Scotiabank is a leading provider of financial services throughout Canada and across North America. A strong focus on customer service and shareholder value is enhanced by Scotiabank’s commitment to building strong communities in which it does business and where its employees reside.

Scotiabank includes sponsorship as a growing segment of its marketing mix, and has recently acquired a number of large and medium sized sponsorship properties. Hockey is a top category with the Bank securing positions with the NHL, NHL Players’ Association, Canadian Women’s Hockey League, various professional franchises and naming rights to Scotiabank Place in Ottawa. The company has indicated a desire to leverage its position in professional hockey to the community grassroots level.

The sponsorship proposal to Scotiabank includes four main components:

Scotiabank Backyard Rink Title sponsorship of the Backyard Rink Program at IPSC. The Backyard Rink program gives parents the opportunity to introduce children 7 years and under to the sport of hockey or ringette. The program runs three days per week, October through March at IPSC, and is open to all families. Parents just need to provide the sticks, pucks and protective gear. Scotiabank Backyard Rink would be free to the community.

Scotiabank Family Day Title sponsorship of ice activities package at IPSC on Family Day. Scotiabank would sponsor three different ice related events at IPSC: Scotiabank FREE Family Skate, Scotiabank FREE Parent & Tot Skate, and Report to: Operations Committee Report No.: CMS 13-09 Page 3 of 5

Scotiabank Backyard Rink. As indicated, all three programs would be free admission during Family Day.

Scotiabank Skills Scene: Whitby Minor Hockey (WMHA) Development Program Title sponsorship of the WMHA Skills Development Program. This component of the package is in association with WMHA, our largest IPSC user group and partner. A portion of the overall Scotiabank sponsorship fee will go to WMHA for this participation.

Scotiabank Arena 1. Title rights to Arena 1 at IPSC. Full details of the branding package are in Attachment “A”. It includes: - Identification of named Arena in all appropriate indoor and outdoor electronic signage - Identification of named Arena in all appropriate Town publications and materials - Reference to named Arena in all relevant activities reported to the media

There will be additional Scotiabank signage in other areas of IPSC. These areas are also identified in Attachment 1.

6.0 PUBLIC COMMUNICATIONS/PLAN:

The Advertising and Sponsorship Division will work in partnership with Scotiabank to publicise this package to the community. As this is a commercial transaction for the client, it is in their best interest to maximize their publicity and exposure inherent in the programs and arena titles.

7.0 CONSIDERATIONS:

A. PUBLIC

Net revenue generated by the Advertising and Sponsorship program directly benefits the public by reducing the net cost to provide municipal services and therefore the overall tax burden. In addition, this sponsorship provides significant public benefit by offering the Backyard Rink program free to the community throughout the season. This will increase access to safe and healthy sport activity regardless of income level, enhance the development of hockey and ringette skills and help encourage the next generation of players for Whitby’s sports organizations and facilities.

As well, providing a number of activities including Family Skate and Parent & Tot Skate free to all during Family Day will help generate community spirit, encourage healthy, active living and increase civic pride. Report to: Operations Committee Report No.: CMS 13-09 Page 4 of 5

B. FINANCIAL

Proposed sponsorship fee for the Scotiabank package is $209,250 total for the five year term. This excludes approximately $40,000 in production costs associated with implementing the branding package, which will be expedited by the Division as a client service but paid for additionally by Scotiabank. The sponsorship for WMHA would be deducted from the total fee, which has yet to be finalized with WMHA.

C. IMPACT ON & INPUT FROM OTHER DEPARTMENTS/SOURCES

N/A

D. CORPORATE AND/OR DEPARTMENT STRATEGIC PRIORITIES

The proposed sponsorship opportunity with Scotiabank is consistent with the objectives of the Community Strategic Plan, specifically:

o Develop partnerships with public and private sector organizations for innovate service delivery arrangements; and, o Enhance operations, recreational and cultural facilities, consistent with the long term growth and development of the community.

8.0 SUMMARY AND CONCLUSION

The Scotiabank sponsorship will generate considerable revenue for the Town. The package is consistent with Department and Division practices over the last decade marketing corporate naming rights as part of Advertising and Sponsorship activities. The corporate entity is well known and respected both locally and nationally, offering additional merit to the mutual association. In addition to the direct revenue generated by the sponsorship, the package also includes the delivery of free (but corporately branded) public skating and sports programming on Family Day and throughout the hockey season. The package also includes involvement with and benefits to our largest IPSC client, Whitby Minor Hockey Association.

9.0 ATTACHMENTS

Scotiabank Minor Hockeytown Proposal

For further information contact:

Doug Blakely; Manager of Advertising and Sponsorship Sales, Ext 7104 Report to: Operations Committee Report No.: CMS 13-09 Page 5 of 5

______Peter G. LeBel, Director of Community and Marketing Services, Ext. 4319

______Robert Petrie, Chief Administrative Officer, Ext. 2211 Attachment No. 1

SCOTIABANK ARENA 1

Title Rights to Arena 1 at Iroquois Park Sports Centre

IPSC Arena 1 Profile

Arena 1 is the premier property at Iroquois Park Sports Centre (IPSC). It is our spectator arena with a capacity for 2000 attendees and host to our major sport franchises: , Brooklin Redmen, and Whitby Fury. It is also the site of most minor hockey and tournaments at IPSC, as well as concerts, trade shows and special events.

Title Rights Package includes:

- Identification of named Arena in all appropriate indoor and outdoor electronic signage - Identification of named Arena in all appropriate Town publications and materials - Reference to named Arena in all relevant activities reported to the media - Category exclusivity and first right of refusal for renewal

Scotiabank Arena Corporate Branding

Lobby Entrance One backlit sign (15” x 7’) at entrance to the Arena area off the central lobby Arena Entrance One backlit sign (14” x 6’) over Scotiabank Arena entrance doors Floor Graphic Scotiabank Arena 1 floor graphic at entrance off central lobby Door Wrap Full graphic wrap on double arena doors (6’ x 7’) Back Wall Feature Centre Wall Mural (18’ x 12’) Rinkboard Feature Centre 6 rinkboards behind goal on score clock wall (48’ x 3’) Press Box Two (2) Wall Murals (4’ x 10’) Home Bench Feature wall behind home bench (up to 25’ x 3') Visitor Bench Feature wall behind visitor bench (up to 25’ x 3') Penalty Box Two (2) Home / Visitor wall features (up to 9’ x 3’ each) Centre Ice Logo In-ice logo (up to 25’) Neutral Zone Logos Two (2) in-ice logos (up to 12’) Stairs Feature Full riser graphic on main staircase to stands at Arena entrance Inside Wall Feature Wall mural inside Arena by main entrance (approx. 7’ x 7’) Dressing Rooms Six (6) Dressing Room door signs (approx. 11” x 17”each)

Additional Iroquois Park Facility Exposure and Benefits

Food Court One 4' x 6' backlit sign in Food Court / Central Lobby area

Other Rinks Five (5) Scotiabank Rinkboards: One in each of the remaining five rinks Lobby Rights Six (6) times annually: Set up and staff a display or exhibit in the IPSC lobby during special events to promote programs or services, support new initiatives, interact with the community, conduct surveys etc.

Meeting Rooms Four (4) times annually: Use of facility banquet or meeting room (upon availability - food and beverage additional)

Lobby Kiosk Scotiabank flyer and information distribution through information kiosk in IPSC lobby throughout the year

Category Exclusivity Exclusivity for Scotiabank in the Major Banks / Financial Services category within Scotiabank Arena 1

Hosting Opportunities

Access to major sports events on Scotiabank Arena 1

One pair of tickets (minimum) to all regular season games of all major sport organizations playing at IPSC on Scotiabank Arena 1. These can be shared by various Branch employees for client hosting, staff appreciation or team building incentives. Season Tickets for:

Whitby Dunlops, (Sr. “A” Hockey) Brooklin Redmen (Sr. “A” Lacrosse) Whitby Warriors (Jr. “A” Lacrosse) Whitby Fury (Tier 2, Jr. “A” Hockey)

Public Skating & Swimming Guest Passes

100 Family Passes and 500 Individual Passes annually for public skating or swimming at any Town of Whitby facility. These can be shared among Scotiabank Branches and used as client promotion or entertainment. Scotiabank logo will appear on all passes.