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HomeMy WebLinkAboutCAO-003-24 Staff Report If this information is required in an alternate accessible format, please contact the Accessibility Coordinator at 905-623-3379 ext. 2131. Report To: General Government Committee Date of Meeting: September 9, 2024 Report Number: CAO-003-24 Authored by: Melissa Westover, Manager of Communications Submitted By: Mary-Anne Dempster, CAO By-law Number: Resolution Number: File Number: Report Subject: Name for New Neighbourhood Park at 3301 Middle Road Recommendations: 1. That Report CAO-003-24, and any related delegations or communication items, be received; 2. That Council endorse Orchard East Park as the name of the new park at 3301 Middle Road in Bowmanville, based on Clarington’s Park Naming Policy. 3. That Council direct staff to install a memorial bench, in a location meaningful to the family, in recognition of Spencer McCracken, a Bowmanville resident who tragically died in a traffic accident and received an outpouring of communit y support for memorial recognition; and that the $3,107.50 fee for the bench be waived. 4. That all interested parties listed in Report CAO-003-24, and any delegations be advised of Council’s decision. Municipality of Clarington Page 2 Report CAO-003-24 Report Overview This report provides an update on the ”Name Your Park” campaign for the new neighbourhood park at 3301 Middle Road in Bowmanville. The park will be opening in November 2024 as approved by FSD-028-24. With an existing “Northglen Community Park” close by, an opportunity was presented to collect community ideas on this new park’s name, to be brought back to Council for approval. Engagement is a key priority coming out of the Council-approved Communications Review last year, as well as an action item in the 2024-27 Strategic Plan. The Name Your Park campaign was launched on July 26 and closed August 23, 2024. Staff have reviewed and evaluated all submissions and have chosen “Orchard East Park”, as suggested by a community member, as the most appropriate name for the park . Community members also submitted names of people to be honoured in the park name, which is not permitted under the Park Naming Policy. Due to the amount of support to honour late Bowmanville resident Spencer McCracken, staff recommend that a memorial bench with plaque be installed. 1. Background Park Construction 1.1. At the June 3, 2024 General Government Committee, report FSD-028-24 was approved, the contract award for the construction of a new park at 3301 Middle Road (fronting Northglen Boulevard) in Bowmanville. 1.2. Construction began in August 2024 and is set to be complete in November 2024. 1.3. The new neighbourhood park will feature several amenities, including: an accessible playground, large shade structure, splash pad, softball diamond, significant landscaping, benches and seating as well as paved walkways and a parking lot. 1.4. There is already a “Northglen Community Park” close by, so naming the new park “Northglen East Park” could cause confusion with wayfinding. This presented an opportunity to collect community ideas on a new park name through a community engagement campaign. The Park Naming Policy dictates that staff shall report to Council if any name is to be used other than the street name. 1.5. Clarington’s current Park Naming Policy states that parks must be named after their major road or frontage, a previous historical attribute or existing natural feature. Municipality of Clarington Page 3 Report CAO-003-24 2. Name Your Park Campaign Community Engagement 2.1 A survey ran on www.Clarington.net/NameYourPark and Clarington Connected kiosks from July 26 to August 23, 2024. The survey invited residents to rank three names (as selected by staff) or submit their own idea under Clarington’s current park naming policy guidelines. 2.2 This community engagement opportunity was promoted through a variety of tactics, including on-site signage, media and social media. 2.3 During the course of the campaign:  3,844 people visited the Name Your Park page 4,479 times  1,939 people ranked or submitted names 2,509 times This project received a 65% participation rate, which is impressive compared to Clarington’s typical participation rate of 19%. The industry standard for engagement is 2 to 12%. 2.4 Of the three names selected by staff, Orchard View Park received the highest votes with 73 per cent of respondents ranking it in first place. Middle Road Park received 41 per cent and Northglen Orchard Park received 28 per cent. It’s worth noting there is an “Orchard View” street in a nearby neighbourhood, which could cause confusion with wayfinding. 2.5 The community also submitted many creative name ideas that fell within the park naming policy guidelines. Staff have reviewed and evaluated all submissions and have chosen “Orchard East Park” as the name for Council endorsement. This suggestion is a nod to the apple orchard the land once was and the name of the local neighbourhood. An audit of nearby roads and parks has been conducted to confirm there are no existing “Orchard East” street or park names within a 10-km radius of the new park. Additional Naming Submissions 2.6 The community also put forth submissions requesting the park at 3301 Middle Road be named after various individual people, in memoriam or who made significant impacts on the community through volunteerism or acts of service. 2.7 There are two current policies in place that do not allow for municipal properties to be named after individuals, including Clarington’s Park Naming Policy and the Naming Rights and Dedication of Municipal Facilities Policy (Attachments 1 and 2). Municipality of Clarington Page 4 Report CAO-003-24 2.8 There were a notable 1,335 submissions for the park to be named after Spencer McCracken, a Bowmanville resident who recently died in a tragic traffic collision. 2.9 As part of the Naming Rights and Dedication of Municipal Facilities policy, staff are developing a formal Civic Dedication and Recognition Program, in which the community can purchase memorial trees and benches in public spaces to honour an individual. Trees and benches can currently be purchased. 2.10 In acknowledgement of the community’s support to honour the tragic death of Mr. McCracken, it is recommended that Council direct staff work with his family to dedicate a bench either in the new park or in a location that is meaningful for the family. 3. Financial Considerations 3.1 The approved fee for the installation of a memorial bench with plaque is $3,107.50. Council may choose to waive this fee in recognition of the outpouring of community support for Mr. McCracken during the Name Your Park campaign. 4. Strategic Plan 4.1 This project supports Strategic Plan Priority L.4.1: Increase opportunities for civic engagement and public participation. 5. Climate Change Not Applicable. 6. Concurrence This report has been reviewed by the Deputy CAO of Planning and Infrastructure and Deputy CAO of Public Services who concur with the recommendations. 7. Conclusion It is respectfully recommended that the recommendations in this report be approved by Council. Staff Contact: Melissa Westover, Manager, Communications 905-623-3379 x2019 or mwestover@clarington.net. Attachments: Attachment 1 - Park Naming Policy Municipality of Clarington Page 5 Report CAO-003-24 Attachment 2 – Policy F 16 Naming Rights and Dedication of Municipal Facilities Interested Parties: There are no interested parties to be notified of Council's decision. TOWN OF NEWCASTLE REPORT File # fa 9, ,$ I , ( Res. # ,,d ) i1 . v:i By-Law# ----- tffllt-lJ: GENERAL PURPOSE AND ADMINISTRATION DATE: NOVEMBER 19, 1990 REPCRT #: __ c_s-_4_3_-9 _0 Fil£#: St.Ja.ECT: PARK NAMING POLICY RECOMMENDATIONS: It is respectfully recommended that the General Purpose & Administration Committee recommend to Council the following:- 1.That Report No. CS -43-90 be received; and 2.That the attached Park Naming Policy be endorsed. 1.0 BACKGROUND: 1.1 Prior to the formation of the Town of Newcastle, the various Villages and Hamlets which now comprise the Town had little need to identify their local park. Local recreational needs were for the most part met within each community and the naming and signing of parks was unnecessary. 2.0 COMMENTS: 2.1 With regionalization in 1974 which incorporated approximately 235 square miles to form the Town of Newcastle and with the rapid growth experienced over the past few years and expected over the next decade, a more cosmopolitan expectation towards recreational opportunities will be experienced. . . /2 Attachment 1 to Report CAO-003-24 REPORT CS -43 -90 - 2 - NOVEMBER 19, 1990 2.2 As development takes place the public will seek these opportunities farther afield and more intensely. This intense use along with the population increase has necessitated the creation of a by -law to regulate and control the proper and intended use of parks and other Town owned lands. To enforce such a by -law, it will be necessary to name and sign the properties. Naming and signing of parks will also enhance the school /park sites as the focal point for neighbourhood identity and will lead ultimately to creating of a sense of community. 3.0 METHODS OF NAMING PARRS: 3.1 From time to time there is a need to recognize historical names, settlers, elected officials, living residents and national heroes who have made a significant contribution to our community, the Province or Country for which special recognition would seem appropriate. To that end the naming of streets, schools, hospitals or airports etc. have been traditional areas where sufficient opportunity for recognition exists. It is suggested that park names on the other hand should be non political, non - sectarian and non - controversial in nature. 3.2 A review of other Durham Region Municipalities has determined that both Whitby and Oshawa have developed an approved policy for naming of parks while Ajax and Pickering' s staff recommend to Council suggested names. Either method is equally acceptable. Generally most Municipalities with few exceptions purposely name the park after an abutting school or adjacent street. It has been their experience and belief that to name parks differently than abutting schools and streets, results in the public ignoring the official name in favour of more popular familiar names. Park names which relate to the 3 l) U l REPORT CS -43 -90 3 - NOVEMBER 19, 1990 adjacent streets or schools are readily identifiable to local and more distant residents alike. It is the intention for the most part to name Town parks after streets, which provide the majority of park frontage. 3.3 Some existing parks are currently referred to in such a manner which could lead to some confusion. In the Courtice area for example Courtice West, Courtice South and Courtice Memorial all have similar names. In both Bowmanville and Newcastle two parks exist that are referred to simply as Memorial Park. In such cases it may be recommended to add to or change the names which may cause confusion. However, it will be our intention to retain the existing park names wherever possible. In any event, recommended name changes will be dealt with by separate report to Council. 4.0 CONCLUSION: 4.1 The basis of this report was presented to the Parks Committee for their input and is presented to Council with their recommended approval. Respectfully submitted, Recommended for presentation to the Committee Joseph P. Caruana, Director Lawrence Kotseff, Department of Community Services Chief A fnistrative Officer JPC:JDC:sa 1I M!ZO)0cw4mzhyly P 0 L I C Y DATE: OCTOBER 1, 1990 DEPARTMENT: COMMUNITY SERVICES DEPARTMENT DIVISION: OPERATIONS SECTION: PARRS SUBJECT: POLICY - NAMING OF PARKS AND OPEN SPACE PAGE 1 OF 2 1.0 GENERAL: 1.1 Lands designated parks and open space lands which provide public access and /or have street frontage shall be assigned, known and /or described on legal documents by one official name. 1.2 Existing parks and open space lands which have acquired names in common use, shall where possible retain their names. 1.3 Where existing parks and open space names may cause confusion because of similar or identical names, the official names will be altered to eliminate any obvious or likely confusion. 1.4 Lands designated parks and Open Space lands will be named at the time of draft or final plan approval and shall henceforth be referred to by that name on all legal and planning documents. 1.5 Staff shall report to Council if other than an abutting street name is to be used in naming of a park or open space lands. 1.6 Council may at its discretion and as it sees fit rename any park or open space. 2.0 PARKS: 2.1 Parks will be assigned names similar to the street on which it has its major frontage. 2.2 A second park, having its major frontage on a given street and the similar name having been assigned previously, shall have its name selected from a secondary frontage or nearby street as may be appropriate. 2.3 All parks shall be named either parks or parkettes. No other classification shall be used in the name, and words like but not limited to, neighbourhood, community district, regional, town, city, hamlet, village, playground, tot lot and playfield will be omitted from the name. 3.0 VALLEYLANDS AND OPEN SPACE LANDS: 3.1 Ravines containing strong landmarks such as creeks may be named similar to that landmark. WE P O L I C Y- NAMING OF PARKS AND OPEN SPACE PAGE 2 OF 2 3.2 Lineal park systems containing pedestrian and bike routes may be referred to as trails. 3.3 Open space lands remaining for the most part in their natural state may for the purposes of public identity be referred to as parks. 3.4 Open space lands used primarily for storm detention, overland flow routes and other hazard uses shall be named after an abutting street and shall contain the words open space in its name. 1i(,) Corporate Policy If this information is required in an alternate format, please contact the Accessibility Coordinator at 905-623-3379 ext. 2131 Policy Type: Operational Subsection: Community Services Policy Title: Naming Rights, Sponsorships and Advertising Policy #: F16 Policy Approved By: Council Effective Date: March 14, 2023 Revised: Replace 05-02-02 Applicable To: All Staff Historical Review: 1.Purpose This purpose of this policy is to provide standards to guide the review of external sponsorship and advertising materials to determine whether such materials are appropriate to display in association with Municipal activities. Sponsorship and Advertising opportunities shall be undertaken with a view to ensure that advertising on Municipal property, at Municipal programs, and in Municipal media is appropriate and meets specific criteria, while increasing the opportunity to neutralize costs and/or generate revenue. 2.Scope This policy applies to all relationships between the Municipality of Clarington and external sponsors and advertisers for all: •Sponsorship Programs and special events •Sponsorship for Naming/renaming of Municipal properties, buildings, and structures. •Sponsorship for Branding of City assets •Paid advertising on Municipal property, at Municipal events and in Municipal publications. 3.Definitions Advertising – means any paid or in-kind communications that are used to influence, educate, or inform the public. This denotes the sale or lease of advertising or signage space on municipally owned property. This involves the use of public advertising contracted at pre-determined rates for a set period. Attachment 2 to Report CAO-003-24 Corporate Policy If this information is required in an alternate format, please contact the Accessibility Coordinator at 905-623-3379 ext. 2131 F16 – Naming Rights, Sponsorships and Advertising Page 2 of 6  Sponsorships – a mutually beneficial arrangement between the Municipality and an external company, organization, or person(s) where the external company, organization, or person(s) contributes funds, goods, or services to the Municipality in return for recognition, acknowledgement, or other promotional consideration. Because of these marketing benefits, a sponsorship partnership does not qualify for a tax receipt.  In-Kind Contributions – non-monetary donation in the form of either goods or services rather than cash. The Municipality is not required to provide sponsorship partnership benefits for in-kind donations.  Naming Rights – means a mutually beneficial contractual agreement where an external company, organization, enterprise, association, or individual purchases the exclusive right (no competing advertising) to name a Municipal Facility (see definition, applies to building envelope) for a fixed period. This is a written agreement signed by the interested parties and has a specified end date to the contractual obligations.  Municipal Property – means all Municipally-owned and controlled properties facilities and amenities. These include but are not limited to indoor and outdoor recreation fields; parkland and trails; buildings and rooms; furniture; equipment and fixtures; vehicles. This does not include streets.  Municipal Facility – the entirety of a facility (building, park) refers the building envelope, inclusive of all amenities.  Municipal Amenities – components that comprise facility. These include but are not limited to rooms, ice pads, pools, pavilions, trails, play structures, ball diamonds, etc.  Municipal Programs/Activities – means any program, activity, or service, which is operated by the Municipality. This includes any Municipal special events. 4. Policy 4.1 Naming Rights, Sponsorship and Advertising a) The placement of any naming right, sponsorship, or advertising on Municipal Property, at Municipal programs and/or in Municipal media on behalf of an external party does not represent or imply any legal partnership between the advertiser/sponsor and the Municipality. Corporate Policy If this information is required in an alternate format, please contact the Accessibility Coordinator at 905-623-3379 ext. 2131 F16 – Naming Rights, Sponsorships and Advertising Page 3 of 6 b) It does not imply the Municipality’s endorsement of any product, service, person(s), company, organization, beliefs, views, or the contents contained in the advertisement. The advertisement/sponsorship also does not constitute information or communication by or on behalf of the Municipality. c) The CAO or designate(s) will have the following specific responsibilities: i. Be responsible for the administration of this Policy, including the development and implementation of guidelines, procedures, and the book of business. ii. Ensure business transactions are conducted ethically and professionally. iii. Prepare or assist the originating department and the Municipal Solicitor in preparation of the agreements when requested. iv. Supply copies of the policies and procedures to all staff that have partnership authority and train staff as required to ensure clear understanding of the Naming Rights, Sponsorship and Advertising policies and procedures. v. Maintain account records as required. d) Departments shall have the following responsibilities relating to the Naming Rights, Sponsorship and Advertising potential: i. Ensure that all assets, programs, events, activities etc., are reviewed for their Naming Rights, Sponsorship, or advertising potential. ii. Approve advertising spaces, areas of an asset to be named and Municipal programs, events, and activities to be sponsored. If unsure, a department director will seek direction from the CAO or designate(s) or Council as appropriate. iii. Ensure that all departmental staff are aware of this policy and forward Naming Rights, Sponsorship, and advertising opportunities to the appropriate department. e) The Municipality will consider offering naming rights, sponsorship, and advertising opportunities for sale to external businesses based on, but not limited to the following criteria: i. The value of the product, service and cash provided to the Municipality. ii. Whether the relationship is mutually beneficial to both parties. Corporate Policy If this information is required in an alternate format, please contact the Accessibility Coordinator at 905-623-3379 ext. 2131 F16 – Naming Rights, Sponsorships and Advertising Page 4 of 6 iii. Whether the opportunity enhances the development, awareness, and sustainability of one or more Municipal programs, services, or facilities; and iv. Whether the opportunity optimizes revenue opportunities and results in a net financial benefit to the Municipality. f) Naming Rights, Sponsorship and advertising opportunities will be subject to the following: i. The Municipality will retain control over the planning and delivery of sponsorship activities. ii. There shall be a written contract between the advertiser/sponsor and the Municipality or the agent of the Municipality. iii. Naming Rights, Sponsorship and Advertising agreements shall not in any way invoke future consideration, influence, or the perception of influence over the decision making of the Municipality. iv. The contents of any advertising/sponsorship materials shall adhere to the Canadian Code of Advertising Standards. v. The advertising/sponsorship does not conflict with any existing Municipal advertising or sponsorship agreements or contracts. vi. The physical placement of any advertising/sponsorship materials shall have no adverse effects on public safety. vii. The advertising/sponsorship materials shall not incite violence or promote hatred. viii. The advertising/ sponsorship materials shall not present demeaning or derogatory portrayals of individuals or groups. ix. The advertising/sponsorship materials shall not be of questionable taste in style, content, or presentation method. x. The advertising/sponsorship materials shall not detract from the image of the Municipality and/or its employees. xi. The advertising/sponsorship materials shall obey all applicable laws and regulations. xii. Naming Rights will be considered for Municipal Facilities, while sponsorships and advertisings will be considered for Municipal Amenities or designated advertising spaces. Corporate Policy If this information is required in an alternate format, please contact the Accessibility Coordinator at 905-623-3379 ext. 2131 F16 – Naming Rights, Sponsorships and Advertising Page 5 of 6 g) The Municipality will not consider Naming Rights, Sponsorship or Advertising proposals from the following: i. Proposal that promotes alcohol, cannabis, or other addictive substances. ii. Promote the sale of tobacco. iii. Promote pornography. iv. Promote the support or involvement in the production, distribution and sale of weapons and other life-threatening products. v. Promote actions that are not aligned with the Corporate Climate Action Plan (i.e., waste) or other Council approved strategies. vi. Present demeaning or derogatory portrayals of individuals or groups or contain any message that is likely to cause deep or widespread offence. vii. Promote religious or political messages that might be deemed prejudicial or other religious or political groups. viii. Convey a religious or political message, promote a political party or election candidate. h) The proposed location of the Naming Rights, sponsorship and advertising materials may have an impact when determining whether the criteria of this policy have been met. i) Specific advertisers/sponsors will generally be secured from direct solicitation by an agent of the Municipality. Unsolicited requests for advertising/sponsorship will be reviewed and evaluated as per the availability of opportunities and the provisions of this policy. j) All advertising/sponsorship contracts shall be evaluated prior to the end of their term for a determination of their continued benefit. The term of an advertising/sponsorship agreement will not exceed 10 years. k) All advertising/sponsorship agreements should include provisions allowing for early termination by the parties and should specify the terms and conditions of early termination. l) Money obtained through advertising/sponsorship agreements will be budgeted to offset Tax levy requirements. Corporate Policy If this information is required in an alternate format, please contact the Accessibility Coordinator at 905-623-3379 ext. 2131 F16 – Naming Rights, Sponsorships and Advertising Page 6 of 6 4.2 Dedication Naming of facilities for purposes of dedication is restricted to amenities within municipal facilities or a feature in a park (i.e., bench, gazebo, room within a facility). Dedication naming will only be considered when: i. It is to recognize the donation or sponsorship contribution of an individual or organization to the facility when an agreement is not in place. ii. Honour the original inhabitants of the facility by using the family name or name used by the original inhabitants to describe the facility. iii. Does not duplicate another name or cause confusion due to similarity to an existing name. iv. Recognizes the historical significance of the area. v. Reflect the unique characteristics of the site, such as ecological or scenic qualities. a) Dedications to recognize individuals to honour their contributions to the community should be recognized under the Corporate Civic Recognition Program. 5. Delegated Authorities a) Chief Administrative Officer (CAO) – can enter into agreements over $100,000 up to $500,000 for a term up to 10 years. b) Director – can enter into agreements of up to $100,000 for a term up to 5 years. c) Council – required to approve all facility naming rights (building envelope) and any awards above the dollar or term values listed above.