WEST VALLEY CITY — The 12-year-old home of Utah Grizzlies hockey will be reborn in July as The Maverik Center, according to a deal struck with the gas station chain, the arena's management company and the city, whose taxpayers own the building.
The multi-million dollar agreement will last multiple years, but the parties have agreed not to disclose its terms, according to West Valley Mayor Mike Winder.
"I'm thrilled that after 12 years, the E Center finally has a name," Winder said. "It seemed like a perfect fit."
Maverik has 210 food, fuel and convenience stores in the Intermountain West and is based in North Salt Lake.
The company hopes to push its slogan "Maverik: Adventure's First Stop" at the arena and will bring in a food stand and sell proprietary products, according to a news release from the city.
"The Maverik Center helps provide Maverik with the means to support our local community, engage with our customers and add value for our Adventure Club Card member," said Maverik President Mike Call. "We believe that our partnership with the Maverik Center will bring great value to our customers and enhance the overall entertainment value of our community."
The deal includes exclusive advertising and signs rights inside and outside the center at 3200 Decker Lake Drive. Changes will be unveiled July 10 just before Canadian teen heartthrob Justin Bieber performs.
So far, the city has called the 12,500-seat arena the E Center, short for "events." In the past, West Valley was close to a naming deal with Coors, but city leaders shut down negotiations, saying they didn't want that name displayed prominently in a family-friendly community.
Since 1997, the center has hosted the 2002 Olympic Games and musical acts such as Elton John and the Tran-Siberian Orchestra, in addition to its role as a home to the Grizzlies and the indoor football team Utah Blaze.
Meanwhile, naming rights have been sold for EnergySolutions Arena, Sprint Mobile Ballpark and Rio Tinto Stadium.
Terms of the taxpayer-supported soccer stadium in Sandy were not disclosed in 2008, but the 10-year deal is worth roughly $1.5 million annually, sources said.
Similarly, terms of the Spring Mobile deal have not been disclosed but were estimated at about $338,000 a year.
e-mail: rpalmer@desnews.com