EVER thought you'd take a stroll through the 'Aviva Green' or over the 'O'Connell Coca Cola Bridge'? You might soon get the chance if the Labour Party has its way.

According to documents seen by the Sunday Tribune, Labour is to propose commercial naming rights on Dublin parks and bridges as part of a strategy to raise money to offset cuts to essential services.

With a budgetary shortfall of nearly €100m expected in Dublin city between 2008 and 2011, the party has held a series of meetings with senior officials in a bid to engineer pragmatic solutions to a deepening financial crisis.

As part of those measures, the council could slash its funding of the St Patrick's Day parade, invite companies to name or sponsor public parks and bridges and reduce funding to road safety promotions.

Cllr Killian Forde, the architect of the discussion document which will be presented to Dublin City Council over the coming weeks, said the option of re-leasing the tolling rights to the East Link is also under serious consideration.

The bridge, which opened in 1984, is due to return to council ownership in five years' time with an underlying assumption that its handover would spell the end of tolling.

Labour's memo would have the lease renewed to a private company with an upfront payment equating to about €10m a year in revenues.

"What the Labour Party is trying to do is to avoid an agenda of cuts to services that people rely on," said Forde, who insisted it is time priorities were put in place.

"We want to see what other sources of income can be found."

Naming rights on parks and bridges would work in much the same manner as is now the trend with stadiums and other buildings. Aviva, for instance, paid €40m to have its name attached to Lansdowne Road for a period of 10 years.

"It might be as simple as the parks allowing their sports facilities to be sponsored, which would allow advertising which isn't currently allowed," said Forde.

"Or you could have the grandstand in St Stephen's Green sponsored by Coca Cola as opposed to just renaming St Anne's Park, Coca Cola Park. I don't think people would support that."

The council could also consider selling its impressive Wood Quay headquarters and renting it back in a sale and lease agreement.

A key principle of the document is that where funding is cut, it should be focused on external bodies that provide ancillary services – including tourism and road safety promotion and possibly the St Patrick's Day parade – ahead of vital services to the public.

Ground rents on homes, currently owned by the council, could be sold back to their owners.

While nominally priced, the rents would collectively contribute substantial coffers to the council's war chest.

In other areas, it is to be suggested that staff in underused departments be redeployed to assist in collecting the €56m in revenue owed to the council through rent arrears, commercial water rates and domestic refuse charges.

"These figures have gone out of control and we want that money collected as a priority over cutting services," said Forde. He has held, alongside Cllr Kevin Humphries, a series of talks with management in the council with a view to shaping their vision.

"We are trying to think creatively about raising revenue.

"We believe that cuts will have a detrimental effect on the economic life of the city and its citizens. It's Labour's view that there are other ways to raise revenues that are fair."