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Hospital foundation embarks on revitalization campaign

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A nurse holds a baby at St. Joseph's Hospital in Estevan. Naming rights for many areas of the hospital are now available through a revitalization campaign. (Photo credit: Jennifer Durr Photography)

The St. Joseph's Hospital Foundation is selling the naming rights for many of the services, amenities and departments at the hospital through a revitalization campaign.

Details of the much-anticipated campaign were released on January 31. It calls for $2.3 million to be raised over the next 10 years through naming rights sales, with the prices ranging from $500,000 for the diagnostic centre to $5,000 for a room in long-term care and other areas.

The campaign is expected to raise the necessary funds for upgrades at the hospital.

Donors would retain naming rights for the department for the next 10 years. And they would have the option of whether they want to pay it out immediately, over a 10-year span, or somewhere in between.

“This is a way to create sustainability, and also consistency for income coming in for the foundation, over and above the donations that are going to come in, and the fundraisers that we are going to do,” said foundation executive director Becky Conly.

In addition to the diagnostic centre, the hospital is selling naming rights for: 

*The foundation's primary health clinic, which can be had for $300,000. It is operated by the foundation, and has several health-related tenants.

*The special care home for $150,000;

*The Shock Trauma Air Rescue Society helicopter pad for $120,000;

*The front atrium and the emergency room are available for $100,000 each;

*The maternity ward, the renal dialysis area and the medical unit can be purchased for $65,000 each;

*The surgery area for $60,000;

*The long-term care courtyard for $55,000;

*The cafeteria, the elevator, primary care courtyard, solarium, critical care unit, adult day care area, addictions/mental health ward, operating room and therapies areas will each cost $45,000.

“These are the main departments of the hospital itself,” said Conly. “There was nothing left out. These are the major units that can be seen, from a marketing standpoint, when you walk through the hospital, which obviously gives the business, or individual, that purchases the advertising property the best possible exposure with the signs throughout the hospital.”

If the naming rights for each these amenities are sold, and if they can sell 10 of the rooms for $5,000 each, Conly said they would collect about $2.35 million. She noted that they have more than 10 rooms for sale.

Rooms in long-term care and in other departments are available because they need to be updated, she said. Everything from beds to paint needs an upgrade.

Conly said that more than 380,000 people visit the hospital each year, and the hospital has about 45,300 patients annually.

The naming rights for the hospital itself are not for sale.

“The name of the hospital itself will never be changed, because of the affiliation with the Catholic health ministry, because of history, and just respect for the hospital's past,” said Conly.

Conly said the hospital is over 20 years old, and is in need of major repairs, upgrades and renovations. The foundation would use money from the revitalization campaign to fund repairs, as well as pay off the remaining mortgage on its clinic and tackle the hospital's ever-changing capital equipment wish list.

“With things breaking down and equipment breaking down, we're constantly needing new things here at the hospital,” said Conly. “This is just a way to sustain our funds so that we can purchase equipment that is on the constantly changing wish list.”

A much-needed roof replacement, for example, would cost about $200,000.

Hospitals in larger centres have embarked on similar campaigns, she said. She cited the Regina General Hospital as an example, as they have the Rawlco Centre for Mother Baby.

“I've done some research to see what other businesses paid in Regina and across the country, but people are pretty tight-lipped about that kind of thing,” said Conly. “We based our prices on what we thought was fair for the exposure that they get, and what we knew other people had paid for other advertising properties here in Estevan.”

Naming right sales have become common with sporting venues and other facilities in Estevan in the last few years.

Conly said they are confident that they will receive support for this campaign, thanks to the generosity of the community, and the exposure that individuals and businesses will receive for their support of the hospital and the foundation.


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