Naming Could Be Cash Cow

Judy Hartnett's picture
Monday, April 30, 2012

What’s in a name? The Newton Schools Foundation hopes the answer is big money.

The foundation plans to launch a campaign this fall to raise between $3 million and $6 million for school technology in three years by selling the naming rights to public educational spaces, primarily in the city’s two high schools.

The foundation is betting that famous alumni, local businesses, and some Newton families have deeper pockets than the city’s taxpayers. And more importantly, that they might be eager to pay thousands to have their names tagged on auditoriums, science labs, art studios, and athletic fields.

Imagine the Village Bank Athletic Field, perhaps the D’Agostino Associates teachers’ lounge, or maybe even the John Krasinski Front Office, named for the Newton South alum who stars in “The Office.”

The money raised by the campaign would pay for additional technology equipment in all of the city’s schools, said Liz Richardson, a copresident of the Newton Schools Foundation Board.

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