Naming Rights Report

16 Jun

Stage AE, Pittsburgh

Date Announced: June 3Buyer: American Eagle OutfittersTerms: Not disclosed

Ownership: Pittsburgh Steelers, Continental Real Estate Companies, PromoWest Productions

Brokered by: Tony Quatrini, Steelers director of marketing

Comments: American Eagle Outfitters, a Pittsburgh-based retailer, has purchased naming rights to an entertainment complex under construction next to Heinz Field.“The type of entertainment we are bringing in – Death Cab for Cutie, Paramore, MGMT – are all hot acts with high school, college and young professionals,” said Scott Steinecker, president of PromoWest Productions. “That is the exact demographic for American Eagle.”Tony Quatrini, the Steelers director of marketing, brokered the deal.
“They had a deal with the Steelers, and we met and put it together,” Steinecker said.

The venue features outdoor seating for up to 5,500, indoor seating for 2,400, and a rock club with a capacity of about 300. There are 60 corporate boxes. They expect to host 150 events a year, including rock club events, Steinecker said.

“It will be special events, not just concerts,” he said. “Touchdown club, proms, speeches of all kinds, and American Eagle and others will be able to utilize it for corporate events.”

The project broke ground in April and they hope to open Nov. 20.
Steinecker said the financial terms, and the number of years on the contract, were not being released. And while the deal would include cross promotion and signage, those details were still being worked out.

Contact: Scott Steinecker, (614) 461-5483

Amsoil Arena, Duluth, Minn.

Date Announced: May 11

Buyer: AMSOILTerms: $6 million over 20 yearsOwnership/Management/Tenant: Duluth Entertainment Convention Center Authority (DECC)/University of Minnesota – Duluth Bulldogs Hockey

Brokered: Locally

Comments: The new arena at the Duluth Entertainment Convention Center will be named Amsoil Arena, after the locally-based AMSOIL, Inc., the international leader in the manufacturer of synthetic lubricants.Amsoil paid $2 million upfront, and will pay $200,000 annually over the next 20 years, according to Dan Russell, executive director for DECC.“They will have a 42-foot marquee sign on the side of the building and signage in the facility and on the scoreboard and center ice,” Russell said. “They also get a luxury box, and have a presale option for their dealer network and employees.”

The company is based in Superior, Wis., which along with Duluth, Minn., make up an area called Twin Ports.

“They are a great customer for dealer training and meetings at the convention center,” Russell said. “This came out of a casual conversation over lunch between Mark Emmel, chairman of the DECC board, and Albert Amatuzio, AMSOIL’s founder, president and CEO. We put it together in less than two weeks.”

The arena is scheduled to open on Dec. 30, with a men’s hockey game between UMD and North Dakota. The arena will seat 6,600 for hockey games and more than 8,500 for concerts.

“Throughout the planning and construction process, the DECC Board has always sought ways to make this great new arena even greater for residents of the entire region,” Emmel said, in a statement. “One important way of doing that is through a naming rights agreement. We wanted to team up with a company that’s local, has a reach far beyond this area, and has a reputation for excellence.”

“Although AMSOIL produces products that are used throughout the world, the vast majority of our employees live and work right here in the Twin Ports,” Amatuzio said. “This is our home.”

Amatuzio once played on the UMD Bulldogs hockey team.The naming rights revenue will be used to help the arena to achieve and remain LEED Gold Standard, the second venue in the nation with the designation.

“Often when facilities such as this open, everything is perfect at the beginning but funds are not available when updates are needed,” said Emmel. “AMSOIL’s investment will ensure that the DECC will be able to make upgrades as things age and wear out, without needing to put that financial burden on Duluth taxpayers.”

Contact: Dan Russell, (218) 722-5573

1-800-ASK-GARY Amphitheatre at the Florida State Fairgrounds, Tampa

Date Announced: June 10Buyer: 1-800-ASK-GARY, a medical and legal referral serviceTerms: 3 years, financial terms not disclosed

Ownership/Management/Tenant: Live Nation

Brokered: Locally

Comments: When searching for a naming rights partner for the former Ford Amphitheatre at the Florida State Fairgrounds, Live Nation wanted to stay local. They’ve met that goal with the 1-800-ASK-GARY Amphitheatre, a medical and legal referral service based in Tampa that inked a three-year naming rights deal on the venue, which opened in 2003.“1-800-ASK-GARY is a non-traditional organization, but we are very pleased to be able to partner with a company from the community,” said David Harb, general manager. “We have been very supportive of charities and very community related, and are very pleased that a local company wanted to work with us.”Harb said venue management worked directly with 1-800-ASK-GARY officials and WilsonMedia & Advertising to broker the deal. Financial terms are not being disclosed.

“There is nothing unusual about the deal,” Harb said, saying it offers the usual menu of options, like signage and website exposure, seen in most naming rights deals.

The venue seats 9,500 in reserved seating, and 10,000 open-air and is owned and operated by Live Nation.
Contact: David Harb, (813) 740-2446 x1003

Charter Amphitheater at Heritage Park, Simpsonville, S.C.

Date Announced: June 12

Buyer: Charter CommunicationsTerms: 3 years, $80,000-a-yearOwnership/ Management: City of Simpsonville/Greenville Arena District

Brokered: LocallyComments: Internet and cable provider Charter Communications has signed a three-year naming rights deal for the former Heritage Park Amphitheater in Simpsonville, S.C.

“Charter is a strong community citizen,” said Roger Newton, general manager of the venue. “Their regional headquarters are in Simpsonville, and the city had a relationship with them for some time.”

In addition, Newton said, Charter is the second largest advertiser of the Bi-Lo Center in Greenville, which is also managed by the Greenville Arena District, but the deal began prior to the company taking over venue management from SMG.

Charter will receive signage on the stage and around the venue, as well as on a to-be-installed electronic message board at the entrance of the park. Tickets and parking spaces are also included in the deal.

“They have first right to do joint promotions with the amphitheater management for coupons for customers and POS displays in their retail stores,” Newton said.

The company is trying to solidify its market in the upstate area. Venue management has been trying to sell the naming rights to the 16,000-seat venue since 2008.

Contact: Roger Newton, (864) 241-3800

— Liz Boardman


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