Hoping to generate additional convention center revenue while also elevating its destination marketing efforts, the City of Greenville has given the Greenville Convention Center in Greenville, N.C., permission to sell its naming rights, reports local newspaper The Daily Reflector.
The Greenville City Council voted unanimously last week to allow convention center management to solicit proposals from interested corporate parties for a convention center naming rights agreement. Although no names were given, City Attorney Dave Holec told the Reflector that the city has received at least one unsolicited inquiry from a national company.
City and convention center officials are currently in the process of creating a specific request for proposals. Upon receiving bids, they'll choose a winning proposal based on the company's monetary offer, as well as its longevity, reputation and standing.
"It's not necessarily the highest bidder," Holec told the Reflector, "because you want a good, quality corporate name."
The Greenville Convention Center opened in 2002 with an operational agreement—signed in 2000—that allowed stakeholders from the outset to sell naming rights to the convention center in order to create an additional revenue stream. If the naming rights are, in fact, sold, approximately $181,000 of naming revenue will go into a special fund for convention center furniture, fixtures and equipment. Any additional income will be spent at the discretion of convention center managers.
According to convention center officials, selling its naming rights will do more than generate income with which to improve and expand the Greenville Convention Center. It will also help them market the facility, they point out, by tapping into their naming partner's brand recognition, which could give the convention center higher search engine rankings as well as new promotional opportunities.