MOOSE JAW — City hall netted nearly $160,000 in revenue from its advertising and sponsorship programs last year, with that money going to daily operations and programming and future capital projects and upgrades.
City administration provided an update about the advertising and sponsorship program during the July 14 executive committee meeting. Council adopted this policy in 2019 to establish a consistent approach to soliciting ads and sponsorship opportunities in city-owned buildings and venues.
The numbers showed that in 2019, the policy generated $74,373 in gross revenue, but after paying commission to EMJ Marketing, the city netted $65,444.
In 2024, the policy generated $168,641 in gross revenue and, excluding the commission fee, led to net revenue of $158,423.
So far this year, there have been $96,030 in gross revenues in ads and sponsorships sold, and, excluding the commission, the policy has netted $88,824.
From 2019 to 2024, the policy generated $662,424 in revenue for city hall.
The City of Moose Jaw pursues ads and sponsorships in several ways, a council report said.
The city signed a five-year agreement with the WHL Warriors last year, where the team agreed to allocate 80 per cent of ad revenue — 50 per cent in the previous agreement — to the parks and recreation’s advertising program capital reserve fund. This agreement enables the team to incorporate community advertising opportunities into its sales efforts at the Temple Gardens Centre.
Meanwhile, the reserve fund is for future capital upgrades to recreation venues where ads are sold, the report said.
Furthermore, the city has a five-year agreement with EMJ Marketing to secure ads and sponsorship opportunities for city-operated recreation venues, parks and programs; the company receives a 20-per-cent commission on all sales.
The report noted that with the agreement ending on Aug. 31, the community services department will issue an expression of interest to find an advertising agency at the “best value.” The document pointed out that this is a non-exclusive licence agreement that allows the city to pursue advertising and sponsorship opportunities directly.
Meanwhile, community services has two active naming rights sponsorship agreements that general revenue annually.
One agreement is with Yara Belle Plaine Inc. for naming rights at the Yara Centre. This 10-year agreement expires on Dec. 31, 2032; the contract is worth $500,000, with the city receiving $50,000 annually.
A second agreement is with the Moose Jaw Kinsmen Club for naming rights for the Kinsmen West Park. This 25-year agreement expires on Sept. 30, 2045; the contract is worth $100,000 and the city receives $10,000 annually until 2029.
Revenue that EMJ Marketing generates goes into operating and programming expenses at recreational venues, which helps reduce the annual subsidies the city provides, the report said.
Revenue that the Warriors produce goes to future indoor and outdoor recreation capital projects, with council’s approval.
Revenue from the naming rights agreement for Kinsmen West Park goes to the capital budget to offset the costs of the playground expansion, spray park and sport court that the city constructed in 2020-21, the report continued.
Also, revenue from the naming rights agreement at Yara Centre supports the venue’s annual operating budget, the document added.
“We’re very happy with the success of this program in a variety of ways,” Scott Osmachenko, recreational services manager, told council during the meeting.
If anyone is interested in advertising at a recreational venue, they can visit the City of Moose Jaw’s website to find a brochure with sponsorship packages, he noted. Or, people can contact the parks and recreation branch directly and ask about naming rights opportunities.
Coun. Patrick Boyle said he has spent plenty of time in the three main hockey rinks over the years and knows there’s plenty of opportunity for more advertising.
Meanwhile, he pointed out that, during his first term on council, he suggested that the city adopt a similar ad and sponsorship policy, which didn’t happen. Yet, he thought it was great that they now had a strategy to help generate revenue from these venues.
Mayor James Murdock asked whether city hall had found a naming rights partner for the curling centre yet, to which administration replied that negotiations with a proponent are occurring.
The next executive committee meeting is Monday, July 28.
