EVERETT — The agency that runs the Everett Events Center is hoping that big-name attractions such as legendary rocker Rod Stewart and the Champions on Ice tour will help it sell the rights to name the facility.

The Everett Public Facilities District recently rejected a naming-rights offer from a local company because it was deemed too low, said Fred Safstrom, executive director of the district.

"We anticipated this would take some time," Safstrom said. "Now that we’re getting some high-profile events, we should get more interest in naming rights."

Before shelling out millions of dollars for naming rights, companies first want to make sure the venue is successful, he said.

Crowds of more than 8,000 people have attended Everett Silvertips hockey games and events such as the Harlem Globetrotters and Disney on Ice — demonstrating the arena’s drawing power, Safstrom said.

"What this is doing in essence is taking some risk out of it," he said.

A Washington-D.C.-based consultant with expertise in sports arenas told the district in 2003 that it could expect about $500,000 a year for the naming rights. Safstrom said a number "in that range" is what the district has been asking for as part of a 10-year deal.

The company that recently made an offer for the rights is one of three the district has been negotiating with over the past few months.

One of the companies pulled out of the negotiations but is close to signing a sponsorship that would include exclusive rights to sell a certain product at the center. Another company is considering whether to buy the naming rights, but is not actively negotiating a deal, Safstrom said.

The sluggish economy is a major reason why more companies have not seriously looked into buying the right to name the arena, he said.

The Everett Events Center isn’t the only Puget Sound-area sports and entertainment venue that has been slow to convince a company to pay top dollar for naming rights. The Tacoma Dome and Seahawks Stadium remain with their generic names as well.

The events center has an arena, a community ice rink and a conference center. The district has been considering proposals for separate names for the three components.

Cleveland-based Sports Facilities Marketing Group is marketing the center and will earn 7 percent of the income from the naming rights.

Meanwhile, the public facilities district on Friday ordered a lighted sign that will display information on upcoming events and how and where to buy tickets.

The sign, to be placed at Hewitt Avenue and Broadway, was purchased from the California-based company Signup for $314,034, Safstrom said. It will be installed within four months.

The sign is one of the last major additions to the center. Safstrom, who was hired to guide the center through its construction and opening, will be leaving as executive director soon.

His contract was to expire Sept. 30, but the district extended it, first by three months and then by 150 hours, said Earl Dutton, president of the public facilities district board. The contract may now be extended another 150 hours, he said.

In December 2002, the district hired Philadelphia-based Global Spectrum to handle day-to-day management of the center.

After Safstrom leaves, office manager Rikke Finbraten probably will be the only public facilities district employee, Dutton said. The board will handle contract negotiations, renewals and other major issues.

Stewart’s concert will be April 13, and Champions on Ice, featuring Michelle Kwan and other internationally known figure skaters, will open at the center May 2.

Reporter David Olson: 425-339-3452 or dolson@heraldnet.com.