Bloomington Mayor Dan Brady said the price tag for naming rights on Grossinger Motors Arena is “similar” to what it was back in 2017.
The city is still looking for a sponsor to give the arena a new name.
In an interview with WGLT's Sound Ideas, Brady said the city has a target range for the naming rights price, similar to the $850,000 paid by Grossinger Auto Group in 2017.
That deal lapsed in 2022, when then-new Director of Arts and Entertainment Anthony Nelson was appointed with a mandate to turn around a steep budget gap at the Downtown venue. This came after a series of scandals beginning in the venue's early years — followed by a change in management amid COVID-19 shutdowns.
“That is something that continues to be negotiable, but similar to what it was,” Brady said. “Really, I think, a bargain, especially from the enhancements and work that's been made. So, very similar to what it's been in the past.”
Brady said the city is considering a 10-year contract. The previous naming rights agreement lasted five years.
The city was prepared to advertise the arena’s naming availability in June, but severe weather canceled those plans. Still, Brady argued the investments made in and around the building, like locker room upgrades and buildings razed for street parking, make it attractive to businesses.
“This has been the highest level, I would say, of input and interest from potential naming rights sponsors,” he said.
Any deal or contract also would involve the Bloomington Bison, as Grossinger Motors Arena is the team’s main home.
Brady said the city is “courting” the automotive and health care industries, among other businesses he did not specify, adding he thinks any naming rights sponsor should bring more to the table than the ability to pay.
“More than just a name, I think, it’s a partnership,” he said. “The naming rights is one thing, but what could that naming rights sponsor do also within the organization?”
Examples included health care services for the hockey team, or putting a smaller scale business in the arena.
Bloomington Ice Center
Tucked behind Grossinger Motors Arena off Olive Street is the Bloomington Ice Center; not too long ago it was the Pepsi Ice Center. Brady said there is a potential for a naming rights deal there as well, but the city is primarily focused on Grossinger in its negotiations so far.
The ice at the Ice Center is frequently in use. Grossinger Motors Arena's ice is specifically reserved for the Bloomington Bison or for ice skating shows like Disney on Ice. The two facilities share HVAC and a cooling plant for the ice.
Brady acknowledged the Ice Center is in use “almost 24 hours a day," evidence of growing interest in ice hockey and ice skating.
When asked about expanding the Ice Center or adding a new ice rink somewhere else in the city, Brady again said the focus is on a naming rights deal for the arena.
“First thing is naming rights for the arena, and then looking at what any additions may be for the Ice Center as we know it down the road,” he said.
