Posts Tagged ‘Naming Rights’

Littering the Waterfront with Corporate Names

Is Burger King’s Quay a future street name?” asks the Toronto Star this morning.

Waterfront Toronto is so starved of cash — why? are the Feds not ponying up? is the Province hemming and hawing instead of providing financial incentive to get it going? the city is broke, that we know! — that it’s considering giving corporations naming rights to our Waterfront.

Great. Now instead of a relaxing and pleasing-to-the-eye landscape, a place of beauty and rest, especially for Torontonians unable to leave the city for vacation spots, we’ll have a length of lakefront dotted with inane names like Rogers Centre. It’s bad enough the government reneged on their promise to keep the name SkyDome, but now we’re told that we may have every single square mm of our visual landscape littered with these stupid names, which names will be guaranteed to change everytime the Waterfront needs more money and a different company steps up to the plate.

To wit, I am now completely lost as to where I’m supposed to go with some venues as the name changes every time I turn around, it seems.  I even get stopped on the street and asked for directions to such-and-such a place, except that that place no longer exists, well, it physically exists, just that the name no longer applies. This is the big problem when you follow the American model instead of the European model and when the big governments swimming in cash do not fund the small governments and public property properly.

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