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SBD/19/Sponsorships Advertising Marketing
VANCOUVER SHOPPING FOR SPONSORS
Published September 19, 1994
Canadian cities such as Victoria, Calgary, Edmonton, and Toronto are attempting to "replace disappearing tax dollars with private-industry money." This past week the Vancouver City Council "decided it was going to start the process of listing everything in the city that could be put up for corporate sponsorship and developing a policy that will establish where the ethical line is." Surrey and Edmonton started a similar process last month, and Edmonton has signed a $C4M deal with Pepsi-Cola to be the exclusive supplier at city facilities and events for 10 years. Dale Boniface, president of Spectrum Marketing, which is serving as a sponsorship broker to Victoria, Edmonton, and the Vancouver park board: "There are millions of dollars on the table with regard to this question. This is something that is really the wave of the future." Logo placement seems to be a particularly high-growth area. Wayne Hartick, president of Vancouver-based Verus Group Int'l: "The implication is that the city would be selective about who gets to use the logo, so they are implying this is a credible business. It's like getting the royal designation. Instead of 'Supplier to Her Majesty' it's 'Supplier to the City of Vancouver'" (Frances Bula, VANCOUVER SUN, 9/17).