December 2, 1998

To:Economic Development Committee

From:Joe Halstead Commissioner Economic Development, Culture and Tourism

Subject:Proposed Use of Street Ad Devices on Department Administered Properties

Purpose:

This report is prepared in response to a communication dated August 25, 1998, from Mr. Sid Catalano, Director of Legislation, Pattison Outdoor Signs, addressed to the North York Community Council regarding the placement of street ad devices on Department administered properties. This report recommends the establishment of a project team to examine issues related to outdoor advertising at City Parks and recreation facilities, and assess this proposal and several other related proposals. The team will prepare a report on how to generate and implement outdoor advertising revenue opportunities at Department administered facilities in a consistent, comprehensive and competitive manner.

Source of Funds:

Not applicable as such initiatives in the future will result in new revenues yet to be determined.

Recommendations:

It is recommended that:

(1)this report be received for information and referred to the User Fee Committee for submission of future reports on the issue;

(2)a project team be established to examine issues related to outdoor advertising at City parks and recreation facilities, assess several proposals related to outdoor advertising in the context of developing future policies, and prepare a report on proposed policies and processes related to outdoor advertising;

(3)this report be submitted to the User Fee Committee for information; and

(4)the appropriate City officials take the necessary action to give effect thereto.

Background:

North York Community Council received a communication dated August 25, 1998, from Mr. Sid Catalano,

Director of Legislation, Pattison Outdoor Signs, regarding the placement of street ad devices on Department administered facilities.

Subsequently, Mr. Catalano appeared before the North York Community Council in connection with the foregoing matter. The North York Community Council referred this matter to the Commissioner of Economic Development, Culture and Tourism to investigate the use of street ad devices at recreation centres and provide a report to the User Fee Committee as soon as possible with respect to the potential for a revenue source for the City.

Comments:

In recent months, the Department of Economic Development, Culture and Tourism, in particular its Parks and Recreation Division, has received a number of inquiries from companies interested in the sale and placement of outdoor advertisements on City properties. These overtures have ranged from billboard advertising and outdoor pool advertising to advertising on waste receptacles at City parks.

The Department firmly supports and believes that appropriate outdoor advertising at Department administered facilities can be a key element in revenue generation for the financing of programs and services for the public. However, the Department also believes that such outdoor advertising programs must be generated and administered in a consistent, comprehensive and competitive manner throughout the City and across the range of facilities.

The Department recommends that a project team be established to:

(1)examine issues related to outdoor advertising at Department administered facilities;

(2)assess the ad device proposal and several other related proposals;

(3)work closely with Legal, Purchasing and the Corporate Sponsorship Committee; and

(4)prepare a report on how to generate and implement outdoor advertising revenue opportunities at Department administered facilities in a consistent, comprehensive and competitive manner.

Conclusion:

The Department supports revenue enhancement opportunities as described in this report. The Department must ensure, however, that such initiatives comply with City policies and procedures, and that their implementation and administration are consistent, comprehensive and competitive throughout the City and meet the interests of all parties concerned. A project team will enable the Department to review the issues in great detail, and prepare a comprehensive report related to outdoor advertising at Department administered properties.

Contact Name:

Winnie Li

Manager of Promotion and Communications

Telephone: 392-8183Fax: 392-3355

Joe Halstead

Commissioner Economic Development, Culture and Tourism