With no money saved to replace Toronto’s aging island ferries, the city is looking at wrapping the vessels with advertising — a short-lived experiment that was nixed more than a decade ago.

Back in 1999, the city received $60,000 to wrap the ferry Sam McBride with the Kraft Canada Ltd.’s trademark Kool-Aid logo for the summer.

Turning to the private sector to relieve pressure on taxpayers is a constant theme of the Ford administration, but it isn’t shared by Ford opponents, who see ferry advertising as despoiling an iconic city asset.

Ironically, the 1999 advertising was opposed by then Councillor Olivia Chow, now an MP who has said she’s considering challenging Rob Ford for mayor.

Chow at the time took the issue to Heritage Toronto, which passed a motion that exterior advertising on the Sam McBride should not be permitted, over concern it could harm the city’s image.

That concern is still relevant today, said Councillor Pam McConnell, whose ward includes the Toronto islands.

“I have serious concerns if they think we’re going back to the Kool-Aid strategy,” McConnell said.

“This is one of the most iconic parts of the city, it’s a place we sell to the world, and in my view we should not be messing that up with messy advertising.”

Staff propose that a ferry replacement fund be set up with a $500,000 initial contribution in 2013. The two main ferries, the Sam McBride and the Thomas Rennie, were built in 1939 and 1951 respectively.

The city’s strategy is that a combination of advertising and sponsorship as well as future fare increases will be used to accumulate $8 million by 2020, enough to purchase one new ferry.

Current round-trip fares are $7 for adults, $4.50 for seniors and students and $3.50 for riders under 15.

Advertising standards would be developed to ensure displays were tasteful, said Jim Hart, general manager of parks, forestry and recreation.

Hart wouldn’t rule out wrapping a vessel in advertising, as has been a common feature on TTC vehicles.

“Again, we’d have to make sure it’s tasteful,” Hart said.

“I think advertising makes a lot of sense,” said Councillor James Pasternak, a member of the parks and environment committee.

“Let’s face it, can you go into any sports venue in the city without seeing some kind of corporate image on the players, on the field, on the boards, in the stands?” Pasternak said.

“You should see some of the boards at some of our own rinks. Those boards are just full of ads. We’re no strangers to corporate advertising, I’ll tell you that.”

Loading... Loading... Loading... Loading... Loading... Loading...

The city doesn’t expect the public to be aghast at the thought of the city permitting ferry advertising, said Councillor Norm Kelly, chair of the parks and environment committee.

“People walk around with T-shirts with advertising on them,” Kelly said. “I think you’d have to set up certain guidelines; you’d want to do it as tastefully as possible, but advertising is everywhere. We’re a consuming society.”