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Peoria Civic Center seeking $5 million minimum for 10-year naming rights

Jeff Smudde

The Peoria Civic Center Authority is selling the venue's naming rights.

To be considered, proposals must be for a minimum 10-year, $500,000 per year commitment.

Civic Center Director of Sales and Marketing Beau Sutherland said the sale of the naming rights will be mutually beneficial for both the venue and a corporate partner.

“We just feel it's the right time to find a naming rights partner," he said. "We're hosting a record number of events and making major improvements to the facility. We've had $45 million worth of capital improvements happening as we speak. The Civic Center's value to the community is strong right now, probably strongest it's ever been.”

The Peoria Civic Center has never sold its naming rights in 41 years of operation. The submitted proposals will be evaluated by the members of the Peoria Civic Center Authority Finance Committee.

Sutherland said the process will not happen quickly. It can take six months to a year.

“We're excited about how busy we've been in 2023 and where we're going in 2024. The naming rights is just an extension of that, you know, partnering with the community,” he said. “And the next level of growth and success is not only something that we want to share with the community, but we want to share with our venue partners as well.”

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Isabela Nieto is a student reporting intern at WCBU. Isabela is also a student at Bradley University in Peoria.