Niagara-on-the-Lake council has approved a new advertising pricing chart and timelines, establishing a formal structure the town says could generate about $200,000 annually.

The chart groups advertising into several categories, each with set durations and price ranges.

For example, advertisers can buy space during public skating at a seasonal rate of $1,500 to $5,000. Commercial signage on Mississagua and Queen streets is available at a per-event rate of $1,000 to $5,000. Outdoor digital ads at the community centre can run for two to four weeks at $250 to $1,000 per campaign.

Chief administrative officer Nick Ruller said the town previously handled advertising on an “ad hoc” basis and lacked a formal structure for rates. The new chart aims to provide clear guidelines for specific opportunities.

“We’ve brought it all into a consolidated document,” said Ruller.

Coun. Sandra O’Connor asked whether the town can sponsorships from groups that are not neutral or are considered hate groups.

The town said its corporate communications team will review and approve advertising. Depending on the placement, sponsorship type, value and term, applicants may also need to complete a form or sign a written agreement.

Coun. Adriana Vizzari questioned price ranges for offerings such as professional development day camps, asking why they start at $5,000 instead of a lower amount.

Ruller said the pricing is based on other municipalities and could change. NOTL director of corporate services Kyle Freeborn added the town has limited examples to draw from.

“It may make sense that it is $500 just to capture that it is only a day that may be sponsored, as opposed to a camp or something of that nature,” he said.

The town said fee waivers may be considered for non-profits, registered charities and government partners. It also noted emergency and crisis communications could take priority over commercial advertising, depending on the circumstances.

The town estimates the policy will “conservatively” generate about $200,000 annually.

Council directed staff to develop the model in February and approved an advertising and sponsorship policy last September.