The Town of Niagara-on-the-Lake estimates it’s going to draw in an extra $66,400 following a revamp of its policy for advertisements and sponsorships posted at municipal facilities.
Council approved a new advertising and sponsorship policy, which runs through the parks and recreation department, that’ll allow advertisers to do business through new means, including digital board ads, ads in the new business guide to NOTL and in bathroom stalls.
Council discussed the proposal at a committee of the whole meeting last Tuesday and the town’s goal of generating more revenue.
By the municipality’s estimates, the town stands to make $28,800 from digital board ads, $1,600 from ads in the business guide and $36,000 from bathroom stall ads.
Staff reported that in 2024, the town earned $45,371 from its community and resident guides, as well as advertisements on arena boards and the Queen and Mississagua streets sign.
The new NOTL heritage district gateway officially opened last July — before then, advertisements used to be posted on a sign at the intersection where the gateway now stands.
After the new gateway went up, the sign was moved further down Mississagua Street, said Marah Minor, the town’s communications co-ordinator.
“Organizations hosting events in town are required to pay a fee to list their events at the entrance to Old Town,” she said.
Parks and recreation manager Kevin Turcotte noted there are also temporary sponsorship agreements in place with the NOTL Tennis Club.
“If it was more of a permanent thing, it would need to come to council for that,” said Turcotte.
Coun. Wendy Cheropita questioned how pricing is determined, calling the current rates “rather low.”
“I think some fees could be reviewed,” said Lucie Palka, project manager of strategy and digital services with the town.
Coun. Adriana Vizzari asked whether sponsorships could support specific events or experiences, such as free public skating.
“We do have those opportunities available,” Turcotte said. “We just have to reach out to the office for those prices.”
Lauren Kruitbosch, associate director at the office of the chief administrative officer, said staff will introduce the policy “in the coming weeks” and open up advertising for digital sponsorships later this year.
