COMMUNICATIONS COMMITTEE MEETING

MAYOR’S BOARD ROOM, MARKHAM CIVIC CENTRE

JULY 21, 2009

 

MINUTES

 

Attendance

 

Members:

Mayor F. Scarpitti

Deputy Mayor J. Heath

Councillor L. Kanapathi

Councillor A. Chiu

 

Staff:

Andy Taylor, Commissioner of Corporate Services

Janet Carnegie, Director, Communications and Community Relations

Joel Lustig, Director, Financial and Client Services

Judy Kee, Committee Clerk

 

The Communications Committee meeting convened at the hour of 2:15 p.m. with Councillor L. Kanapathi in the Chair.

 

 

 

1.         SPONSORSHIP ASSESSMENT REPORT

 

Mr. Hugh Wakeham and Ms. Lorraine Patterson, Wakeham & Associates Marketing Inc. were in attendance and presented a summary of a preliminary assessment study they recently conducted regarding the potential for generating sponsorship revenue at venues, programs and events within the Town of Markham.

 

Ms. Janet Carnegie, Director, Communications and Community Relations, advised that the study was conducted over a three-month period and both a detailed report and an executive summary report had been prepared.  In response to a query of Committee, it was noted that the Town’s current naming policy restricts sponsorship to the interior spaces of Town facilities.

 

Mr. Wakeham reviewed details of the report, including: the mandate and methodology; highlights of the Executive Summary; five-year revenue projection; summary of key recommendations; challenges; a valuation summary; and details of eighteen separate valuations.

 

 

 

 

 

Members discussed various matters, including: the dependability of revenue generation for Budget purposes; philanthropic opportunities; the importance of sensitivity relating to specific facilities; data base availability; proposed strategies; media partnerships; and potential corporate sponsors.

 

Committee queried the sponsorship potential for events such as the Taste of Asia, and Mr. Wakeham advised that only events run by the Town of Markham had been reviewed to date, however, it was noted that such reviews could be conducted at a later time.

 

Ms. Carnegie distributed copies of the Summary Report for Members’ consideration.

 

Committee requested that the consultants and staff also review the following existing facilities and events, and proposed new facilities:

 

  • Thornhill Festival
  • Town recreation complex at Bill Crothers Secondary School
  • public library facilities
  • new indoor soccer fields
  • new indoor tennis courts, and
  • new East Markham Community Centre and Library

 

It was agreed that there should be some sensitivity regarding any sponsorship of the Varley Art Gallery, and wording, such as “the Varley Art Gallery presented by “name of corporate sponsor” would be acceptable and still retain the integrity of the institution.  Another idea of Committee was to include the Town of Markham blue and green recycling bins in a sponsorship program.

 

Ms. Carnegie requested that Committee consider the material and recommendations presented this date, and advised that a staff report will be prepared for Council’s review and approval in September, 2009.  Any additional information made available regarding this matter will be circulated to Members prior to September.

 

Moved by Councillor A. Chiu

Seconded by Deputy Mayor J. Heath

 

That the Summary Presentation by Wakeham & Associates Marketing Inc. regarding the Sponsorship Assessment Report be received.

CARRIED

 

 

 

2.         MARKHAM LIFE

 

The Director, Communications and Community Relations gave a brief presentation on the new quarterly publication, “Markham Life”, which will replace the Town’s Recreation and Culture Guide, Living in Markham, About Markham, and the Town’s Annual Calendar.

 

 

A mock-up of the publication was circulated and Ms. Carnegie advised that 92,000 copies will be printed on environmentally friendly stock.  The publication includes articles, news items, up-coming community events, and all Recreation, Culture and Library program listings.  The inaugural issue will be distributed to residents with the Markham Economist and Sun, and the Thornhill Liberal on August 6th, 2009.

 

In response to a concern expressed regarding some new areas possibly not receiving delivery, Ms. Carnegie noted that copies will also be available at the community centres and libraries, at the Civic Centre, and will be posted on the Town’s website. 

 

Committee was advised that the Media Event/Launch is tentatively scheduled for Thursday, July 30th, and all Members of Council will be advised of the date.  It was suggested that 11:00 a.m. would be the preferred time, and that the local newspapers also be advised of the event.  Rather than showing a picture of the new document in advance of this event, staff was requested to prepare a media advisory or “teaser” that would pique media interest, which could include wording, such as: “look for new Markham Life”.

 

Members offered ideas for improvements to future editions, including: using more Markham photographs; and a greater reflection of community events.

 

Moved by Mayor F. Scarpitti]

Seconded by Deputy Mayor J. Heath

 

That the presentation by the Director of Communications and Community Relations regarding the new publication, Markham Life, be received.

CARRIED

 

 

 

3.         OTHER BUSINESS

 

Tourism Markham

 

Members were advised that a proposal regarding a Markham Tourism brochure has been received and is being reviewed.

 

 

 

ADJOURNMENT

 

The Communications Committee meeting adjourned at the hour of 3:55 p.m.