BC Liberals Propose New Party Name as Part of Rebranding Effort

Party members will be able to vote on the proposed new name before the end of the year

BC Liberal Party Leader Kevin Falcon is sworn in during an oath ceremony and introduction to the house in the Hall of Honour at legislature in Victoria on May 16, 2022. Chad Hipolito/The Canadian Press

The BC Liberal Party could have a new name in its next election campaign against the NDP.

The party announced on Sept. 27 that it is considering changing its name to BC United as part of its rebranding effort.

“BC United is a fresh alternative that expresses the Party’s longstanding commitment to unity across a broad coalition of party members, as well as highlighting British Columbia front and centre in the name choice,” a news release from the party reads.

The proposed new name has been selected following a three-month consultation with its members province-wide, in which over 2,000 suggestions were submitted.

The party added that a voting process will be announced in the coming weeks, and that members will have the chance to vote on the new name before the end of this year.

The possibility of a name change came about when two-thirds of party delegates who attended a convention in Penticton in June voted in favour of considering a new name, which kickstarted the consultation process. About 800 members attended that event.

The voting result was in line with the wishes of leader Kevin Falcon, who expressed interest to rename and rebrand the party during his leadership campaign earlier this year.

“When I announced my candidacy for the party leadership, I made it clear that as part of a wider renewal process, I would seek input from the party membership on the possibility of changing the party name,” he said in a release in June.

‘Strategically and Responsibly’

The BC Liberals are not affiliated with the federal Liberal Party, whose name can cause confusion among voters, Falcon has said. Instead, the provincial party bills itself as a free enterprise coalition of federal Liberals and Conservatives.

With the proposed new name put forward on Sept. 27, Falcon urged members to join him in the vote.

“I want to thank all the members who have taken part in the process so far, and I urge them to participate in the vote when the time comes later this year,” he said. “I’ll personally be voting in favour of changing the Party name, and I’m hopeful our members do too.”

Should the new name be approved, the party says it will implement the change “strategically and responsibly,” noting it does not “control the timing of the next election.”

“We are going to be smart about this, and that’s been the commitment from the beginning,” BC Liberal Vice President Caroline Elliott said in a release on Sept. 27.

“If the vote passes, the name will be changed, but there will be flexibility to ensure the NDP don’t take advantage of the situation for their own political gain.”

The Canadian Press contributed to this report.