Dundas Station is due for a facelift and if everything goes according to plan, it might also get a new name.
Ryerson University has expressed interest in footing the bill for millions of dollars in renovations so long as the station is renamed Dundas-Ryerson station.
The news comes about a month after controversial remarks from councilor Doug Ford that suggested the TTC consider selling naming rights for all its subway stations.
"We have been thinking about this for years, but it really became more active when we heard that the TTC and the city were interested in partnerships and when we heard that we raised the possibility," Sheldon Levy, president and vice-chancellor of Ryerson University, told CP24.com Wednesday afternoon. "It's intriguing and I would think everyone both in the city and the university would think this is a good idea."
If the TTC decides to proceed with a possible corporate sponsorship of Dundas station, it could lead to similar deals at other subway stations, TTC Chair Karen Stintz told CP24.
She estimated the cost to prospective advertisers to be in the "millions" of dollars and said it would take about six months to negotiate a contract and get council approval.
Levy noted that a massive fundraising effort would have to be undertaken for Dundas-Ryerson Station to become reality, but he said it might be worth the work.
Levy envisions a station that not only takes on the name of a university, but the character and feel of one as well.
That could be accomplished by displaying student work and Ryerson insignia throughout the station, he said.
Think Museum Station with a twist.
"Clearly if the station is improved and has a personality of a university it would be both good for the city in terms of cleaning up a very overused station but also very good for the university," he said.
TTC Communications Director Brad Ross said selling naming rights is just one of several ideas the cash-strapped TTC is considering.
A contract with an advertising agency that is before the Toronto Transit Commission today would allow the agency to explore selling naming rights to subway lines as well.
"One of the things we have asked them to look at are things like station naming rights, subway line naming rights and new technologies like digital advertising on the sides of vehicles as they roll down the streets," he said. "Once this contract is signed we will begin to talk about those kinds of things and look for advertisers that may be interested."
Ross said selling station naming rights could be a win-win.
"It gives us revenue, allows us to spruce up and modernize a station and in return it allows advertisers to have their name and their brand as part of a stations identity," he said.
With files from CP24s Nathan Downer
