Alistair Hardaker | Image: Shrewsbury Museum & Art Gallery
Naming rights for local authority museum’s rooms, galleries, and exhibitions put to local businesses
Shropshire Council is offering businesses the naming rights for some of its cultural venues in a bid to raise income.
The council said business sponsorship is hoped to help support the work of Shropshire Council’s theatre, museums, libraries and parks, while raising sponsors’ profile within the local community.
At Shrewsbury Museum and Art Gallery, the council is offering the naming rights of certain rooms and galleries, and the sponsorship of events and exhibitions. Sponsors will also appear in marketing materials and throughout the museum.
The Shrewsbury Museum and Art Gallery itself is not presently included in naming opportunities.
“Your brand will be associated with some of the county’s most prestigious venues, adding significant kudos and credibility,” it said in a statement.
Naming rights are also being offered at its Theatre Severn, The Old Market Hall, Shropshire Library Network, and its parks, which include Severn Valley Country Park, and The Mere at Ellesmere.
While corporate naming rights are common for sports venues and increasingly used by national museums, Councillor James Owen, Cabinet member for housing and leisure told Advisor that the approach was “both innovative and somewhat unusual within the UK local authority museum sector.”
“Shropshire Council is not aware of any other UK local authorities currently offering corporate naming rights for museum galleries.
“This project is an exciting initiative that reflects Shropshire Council’s commercial mindset and forward-thinking attitude, potentially setting a precedent for other local authorities considering similar ventures.”
