A representative from a major Canadian city is looking to foster civic and community pride with branded merchandise.

Andrea Reimer, one of 10 city councillors for Vancouver, BC, made the case this week to municipal leadership that a third-party-operated online store selling Vancouver swag would not only promote the city but also support local artists and designers, at little to no cost. According to the motion to be debated this week, an online swag store “can be managed by a third party in a manner that allows for expanded public access to products with limited or no public financial exposure.” 

Councillor Andrea Reimer holds a City of Vancouver umbrella that’s currently only available to visiting dignitaries. She wants the city to open on online merch store to make Vancouver-branded items available to the public. Credit: Dan Toulgoet, Vancouver Courier

Recently, artwork was ordered by the city’s Public Art Program in 2013 for the city’s Year of Reconciliation, aimed at atonement for injuries and abuse that indigenous communities experienced in Canada’s residential school system in the 20th century. However, none of that art was offered for sale despite high public interest in it.

Vancouver continues to give out specially-made City of Vancouver umbrellas that feature a full-color map of the city on the inside, but only as a protocol gift to visiting dignitaries, not to the public. Reimer told Global News that people regularly admire her umbrella and ask where they can buy their own, even when she visits other cities. Other protocol gifts include an “Office of the Mayor” glass mug and a set of coasters created by a local artist that depict Vancouver city scenes. The City of Vancouver Archives already sells prints of old photographs and postcards with well-known city sites.

Reimer told the Vancouver Courier she thought of the idea for the merch store after TransLink, the operator of the Metro Vancouver transit system, opened an online shop to sell T-shirts, water bottles, mugs and home decor depicting bus routes and system maps. In addition to Vancouver umbrellas, among the items that Reimer believes would be fast-movers are public art and street signs. The city already owns those licenses.

“Even if it didn’t [make a profit] and was just revenue-neutral, it would be worth it to be able to get items to people that they want to have to show their pride in Vancouver,” she said. “When visitors come, it’s a way to spread the message about Vancouver and an opportunity for local artists and designers to get their word out to the world as well.”

Councillor George Affleck proposed an amendment to the motion that the words "Made in Canada" should be included on the products. “I think it’s important we focus on Canadian-made products to help our overall economy in Canada but also to help that third party understand the parameters which they should be working within,” he said.