In 2017, the City of Toronto amalgamated three performance venues: Sony Centre, St. Lawrence Centre for the Arts, and Toronto Centre for the Arts. “TO Live” was the newly formed umbrella organization, managing and operating the venues. A strategic partner was needed to revive audiences and increase engagement with the greater community, so A&C was brought in to secure a new Naming Rights partner for Sony Centre.
TO Live x Meridian Credit Union
Facilitating a duet between TO Live and Meridian Credit Union
Challenge
Approach
The new leadership of TO Live had a vision: to provide accessible venues for community groups, touring performances, and all manner of arts groups. Leveraging this vision, we collaborated on the valuation of TO Live’s properties and marketing assets, developing a sponsorship strategy and prospect list. Viable partners with resources and passion for the opportunity were cultivated, which led to a three-month negotiation period between the lead sponsorship prospect and TO Live.
Result
A&C helped craft a comprehensive partnership with Meridian Credit Union that provided Meridian with an authentic way to connect with the greater community and lift their brand in the process. TO Live and the City of Toronto, on the other hand, obtained the resources to realize their goal—exceeding the initial client mandate and providing over $30 million in funding over the life of the agreement. Meridian Hall and the Meridian Arts Centre were born.
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