Urban Park Naming Rights Sold To Quaker Foods

Peterborough City Council approved selling the naming rights of Urban Park to Quaker Foods for $240,000 during a meeting at City Hall on Monday.

The Urban Park temporarily opened a small section during Canada Day to commemorate the unveiling of the peacekeeper monument. Photo by David Tuan Bui.

Located at the corner of Charlotte and Alymer Street, the property is being renamed ‘Quaker Foods Urban Park.’

This agreement includes inflationary increases on annual payments over a 15-year term atop the $240,000. The City typically aims for a 10-year term for naming rights according to the Council meeting minutes.

PepsiCo Canada’s (Quaker Foods) recent Quakerborough campaign celebrated the 120-year anniversary of Quaker Foods in Peterborough. Quaker Foods has been a local brand presence, creating many sponsorship opportunities for the City.

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Peterborough City Council Endorses Naming Rights Opportunity For Quaker Foods

Peterborough City Council in favour of changing the park’s name from Urban Park to Quaker Foods Urban Park at Monday’s meeting.

A section of the park was temporarily open for a ribbon-cutting ceremony of a UN Peacekeepers Monument on Canada Day. It was commissioned from the City in 2017 and cost roughly $100,000 to build. Photo by David Tuan Bui.

Naming rights would sell for $240,000. The park is located at the corner of Charlotte and Alymer Street.

Renaming Urban Park requires financial and term commitment limits the number of businesses that sees a strategic or appropriate fit. The City typically aims for a 10-year term for naming rights according to the Council meeting minutes.

The agreement includes inflationary increases on annual payments over a 15-year term on top of the $240,000.

A number of businesses and organizations have discussed this opportunity with the City, noting that Quaker is a local brand presence that would encourage sponsorships for Peterborough.

Through the Quakerborough campaign, Quaker Foods has participated in a number of marketing and advertising opportunities as they celebrate 120 years in Peterborough.

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Look At The Concept Plans For A Downtown Public Square/Urban Park

In an effort to stimulate creativity, capture opportunity and direct priority, the Central Area Master Plan hopes to update the "historic heart of the community". One of the focuses is the Louis Street Parking Lot, which is municipally owned and has relatively low utilization.

The City hopes to revitalize this space by creating a Public Square which will still be used for Farmers' Markets and also include a stage, an outdoor skating rink in the winter, and that could host other events such as Ribfest and seasonal festivals.

EDA Collaborative Inc has provided concepts of what the Downtown Urban Park would look like at a meeting at the Peterborough Library last night (May 9th).

If you have feedback for the final draft of the preliminary design, send your comments to Brian Buchardt, Planner, Urban Design, before May 17th.

[Contributed by PtboCanada's Evan Holt]

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