The City of Bloomington appears ready to more aggressively market naming rights opportunities for the former Grossinger Motors Arena downtown. Sponsorship by the auto group ended in 2022 and the city has called a news conference next Wednesday to highlight revived use of the structure.
“Over the past year, Grossinger Motors Arena distributed more than 192,000 tickets, hosted 68 events, and generated nearly 82 million annual media impressions, reflecting the venue's growing reach and impact throughout Central Illinois,” said a city news release.
With the demolition of the decayed former Montgomery Ward building at Front and Center and the removal of the Elks Club building, the city has increased parking near the arena. In the past, city officials have voiced desires for new development at Front and Center. One possibility was a boutique hotel.
In a WGLT interview Wednesday, Mayor Dan Brady said there are no current prospects for redevelopment, and the conversion to surface lot parking could create a longer-term opportunity.
“Parking around that arena is one of the things that is very important to anyone who might want to be a future naming rights person of the arena,” said Brady. “I think it's going to serve a very, very useful purpose in parking alone.”
Brady said the city might agree to keep the two lots as parking if it sealed a naming rights deal.
“Everything would be on the table… as we continue to have negotiations and discussions, we've got to keep moving the ball forward with the arena. We have to show why the arena is better now,” said Brady.
As part of making that public case, the mayor touted growing attendance at Bison hockey team games and the fact the Bison made the playoffs. He said to show the worth of naming rights the city must continue to have Illinois High School Assoication [IHSA] athletics events there, an increase in concerts, and rising overall use.Brady said convenient parking will help those things happen.
“This is a unique opportunity to become part of the next chapter of the arena’s history,” said Anthony Nelson, Director of Arts & Entertainment for the City. “With attendance reaching levels not seen since the building’s opening years, more than 80 million annual media impressions, and a growing lineup of concerts, sporting events, and family entertainment, there has never been a better time for a company to connect its brand to the excitement and energy surrounding our venue.”
Grossinger Motors agreed to pay the city $850,000 for arena naming rights in 2017. That deal lapsed in 2022. Brady declined to offer an estimate of the current market value of naming rights at the venue.
“That's something that continues to be a discussion with certain folks that we're trying to keep discussions going,” said Brady. “We want to see something that is a new beacon of light and hope for the arena, and that parking and what we've done downtown, and continue to do, I think is a step in the right direction and many others that we're trying to pique their interest in believe the same.”
Brady said the city has had conversations with about half a dozen entities. When asked whether those were in the insurance, finance, banking, or healthcare sectors, Brady replied “all of the above.”
