EDITORIAL – After which corporation should we brand the PAC?

An editorial by Mel Rothenburger.

NOW THAT construction of the Kamloops arts centre is officially underway, what shall we call it?

At the beginning it was known simply by the practical and descriptive label “Performing Arts Centre,” or PAC for short. Now it’s officially the “Kamloops Centre for the Arts.” Most people still call it the PAC.

There’s long been speculation, however, (and it may be groundless) that when it nears completion in three or four years it will become the Rae and Ron Fawcett Theatre or some other handle with their names in it.

It’s true the Fawcetts have done much to get the project off the ground, including a major financial commitment — a combined total of $10 million including the former Telus building next door, which they named Kelson Hall after their company.

Indeed, they’ve contributed to the betterment of the community in many ways, and their names are on a number of facilities they’ve sponsored. But if not the Fawcetts, should the PAC be named after anyone other than the citizens who will pay most of the cost?

It’s not unusual. Naming rights have become a big thing here and elsewhere. The arena down at Riverside Park began life as Riverside Coliseum, a name picked via public input. However, that name was soon discarded in favour of gaining revenue by selling the rights to various corporations who paid to have their brands put on it for a certain number of years. There’s been some turnover but today it’s known as Sandman Centre. Inside is the Kia Lounge.

Hillside Stadium at the Tournament Capital Centre was renamed Warner Rentals Field.

At TRU, naming rights have been regularly sold in return for significant donations. For example, a number of class rooms have plaques on them naming the donors. One of the major meeting venues is called the Brown Family House of Learning in view of a $2 million donation. The Bob Gaglardi School of Business and Economics got its name after the Gaglardi family donated $10 million to the university.

A $417-million tower at Royal Inland Hospital is named the Phil and Jennie Gaglardi Tower due to a $15 million donation towards the cost by the same Gaglardi family.

Down at Riverside Park, the bandshell is called the Rotary Bandshell after the Rotary club that contributed to the cost of building it.

Maybe you don’t like the idea of naming major amenities after whoever donates the most money to them but the other side of the coin is this: would you rather pay more taxes in order to keep some other name?

So should the PAC be opened up to naming rights in order to bring in some additional, and significant, revenue? The amount paid by Northland Properties — which, by the way, is owned by Bob Gaglardi — to name the arena Sandman Centre isn’t public but we know it’s not cheap.

Maybe there’s a difference between naming an arts centre after a corporation or individual versus an educational or health facility but I’m not sure what that would be. There’s certainly a difference between temporarily naming a facility after a corporation in return for an annual payment, and permanently naming it in return for a major one-time donation.

Me, I’d rather the PAC be simply named after the community, but then there’s that thing about revenue opportunities….

Mel Rothenburger is a former regular contributor to CFJC-TV and CBC radio, publishes the ArmchairMayor.ca opinion website, and is a recipient of the Jack Webster Foundation Lifetime Achievement Award, and a Webster Foundation Commentator of the Year finalist. He has served as mayor of Kamloops, school board chair and TNRD director, and is a retired daily newspaper editor.  He can be reached at mrothenburger@armchairmayor.ca.