Companies consider arena naming rights
Published 9:00 pm Wednesday, December 10, 2003
EVERETT — At least three companies are considering buying the naming rights to the Everett Events Center, a top official with the agency that runs the facility said Wednesday.
"The one that’s shown the most interest is a local company," said Fred Safstrom, Everett Public Facilities District executive director.
"It’s far enough along that they’ve received a presentation, and at this point are in the process of consideration. It’s probably been the most encouraging point we’ve been at in selling the naming rights."
A Washington, D.C.-based consultant with expertise in sports arenas told the district last year it could expect about $500,000 a year for the naming rights.
Safstrom said the number being discussed "would be in that range in total for a 10-year deal."
Safstrom said the company most seriously considering a deal could make a decision by next month.
In addition to the local company, "two national companies with a local presence" have expressed interest, Safstrom said.
Safstrom said he’s not surprised that no company has yet bought the naming rights. "It’s something we all expected would take a while," he said.
The sluggish economy is a prime reason the events center still has no corporate name, and Safstrom said a deal is more likely if the economy continues to improve.
He said the public facilities district will not sell the rights to just any bidder.
"We think this is a valuable property, and if we’re not able to get a fair price, we’ll choose not to sell," he said.
The events center has three components: an arena, a community ice rink and a conference center. Safstrom said the public facilities district is considering proposals to give different names to each part of the center.
Cleveland-based Sports Facilities Marketing Group is marketing the center and will earn 7 percent of the income from the naming rights.
The building’s name already is less of a mouthful than it was a few months ago, when it was dubbed the Everett Regional Special Event Center.
Reporter David Olson: 425-339-3452 or dolson@heraldnet.com
