Estimated read time: 2-3 minutes
This archived news story is available only for your personal, non-commercial use. Information in the story may be outdated or superseded by additional information. Reading or replaying the story in its archived form does not constitute a republication of the story.
WEST VALLEY CITY -- The biggest sports venue in Utah's second largest city has a new name. The E Center officially became the Maverik Center on Saturday. A ribbon cutting ceremony in the afternoon and a sold-out concert by Canadian pop star Justin Bieber in the evening helped celebrate the event.
Details of the naming deal remain secret, but both sides insist it will be a good one for both the arena and West Valley City residents.
The E Center opened in 1997 and carried that name until Saturday afternoon. Now the name on the marquee on the big screen just off I-215 reads "Maverik Center."
Maverik spokesman Brad Call says, "It's a win-win for everybody. They finally, after 13 years, have someone to partner with."
The convenience store chain purchased the naming rights for the 12,500-seat arena, which is home to the Utah Grizzlies hockey club.
"Not only do we sell gas and goodies," Call says, "but we're also a promotions company. Our goal is to fill this arena up and bring revenue to the city."
"We have probably the largest radio in the state," he continues. "All of our stores have in-store radios. We have television screens in 50 of them. So, it's going to be a great partnership."
West Valley City Mayor Mike Winder says, "This helps us make the bottom line number by having the naming rights deal secured."
"It's been a lot of discussions through the years with numerous companies and it's never quite clicked," Winder explains, "or the economy hasn't been quite right or different things. But this time it clicked and we're glad it did. Good things come to those who wait and the Maverik Center is a wonderful fit."
The arena is owned by West Valley City and managed by Centennial Management Group. The naming rights deal is between Centennial and Maverik.
Backers of open government say details of the deal, including the amount Maverik is paying for naming rights on the public building, should be a matter of public record. But Maverik and the city say no.
"I'm all in favor of disclosure and disclosing things," Mayor Winder says, "but at this time our attorneys have asked us not to disclose this number between the two private parties."
Call says, "That's part of the agreement, that the details of the agreement aren't to be disclosed."
E-mail: jdaley@ksl.com
