Vancouverites learned Tuesday night that West Coast Reduction (WCR) will have its name emblazoned on the city’s newest theatre. The corporate signage recognizes the $2 million donation the animal rendering plant is giving to The Cultch for its satellite York Theatre on Commercial Drive at Venables. It’s the largest corporate donation the arts organization has received in its 41 years.
While many laud the hefty donation, others believe the sign that accompanies it stinks.
Beneath the words “York Theatre” on a Commercial Drive corner of the building it will read “West Coast Reduction Stage” in print that’s five times smaller.
“It’s important that we recognize this extraordinary gift,” said Cultch executive director Heather Redfern in response to the critics. “It’s certainly something that there’s lots of precedent in our city of doing and this is an appropriate recognition of a gift of this size.”
City council unanimously agreed at a public hearing Jan. 21 to amend the city’s sign bylaw to allow the corporate branding. Council instructed city staff not to consider other applications to recognize corporate sponsorship on city-owned buildings until staff have completed the review of its sign bylaw, in an addition to the motion introduced by Vision Vancouver Coun. Geoff Meggs.
It’s rare for an arts organization to receive such a significant donation to support its operating budget. West Coast Reduction will administer the $2 million over eight years and will enjoy naming rights for 20 years.
The company has given money to the Cultch for more than 20 years and became a major sponsor within the last four. The gift of $2 million is meant to mark the WCR’s 50th anniversary.
While some people believe the rendering plant is attempting to appease residents of East Vancouver for unpleasant odours that emanate from the plant with this largesse, West Coast Reduction’s president and CEO Barry Glotman counters the company has always given to the community.
“That’s really part of the culture of our organization and of our family, so this is not the first major gift given to the City of Vancouver,” he said.
The Diamond family owns West Coast Reduction and Glotman noted their foundation has given much greater gifts to Vancouver General Hospital, Simon Fraser University and the University of B.C.
Glotman says WCR works to eliminate odours and he believes if residents understood the good work the company does, they might be more accepting of any unpleasantness.
West Coast Reduction recycles approximately 250,000 tonnes of solid waste each year, keeping it out of Metro Vancouver’s landfills.
Redfern supports corporate signs on city-owned buildings.
“We absolutely have to do it,” she said. “Where else is the money going to come from? It’s just the reality of our times. Arts organizations need this money and it needs to come from somewhere.”
