Harrah’s Cherokee Casino recently outbid Chicago-based U.S. Cellular for naming rights to Asheville, North Carolina’s downtown arena, now named U.S. Cellular Center. The casino, owned by the Eastern Band of the Cherokee Indians, bid $3.25 million for a 5-year deal that could total $5.75 million if the contract is extended. U.S. Cellular came back with a deal worth $543,000 for three years with a potential total of close to $1 million if that deal is extended two more years.
U.S. Cellular’s current deal, negotiated in 2011, brought $1.35 million to the city over eight years and helped finance some of the Civic Center’s recent renovations. It’s set to expire at the end of this year.
The naming contract covers exterior signage, street pole banners, street and wayfinding signage, staff uniforms, receipts and tickets. License holders also will get a namedrop during any broadcasts or streaming services involving the center and event advertising. Harrah’s offer also specifies $1 million would go toward purchasing a new video board and rebranding it with a new name, among other upgrades.
Although the Harrah’s bid does not include a specific name, Civic Center Commission Chairman Corey Atkins stated, “I can be very clear that the word ‘casino’ will not be on or inside the building whatsoever.” He acknowledged both bids are significant increases and could help fund more improvements at the facility. However, despite the attractive payments, several commissioners expressed concern about accepting the high bid from Harrah’s. Commissioner Bill Jones said, “If we go with Harrah’s, the pushback from the community will be absolutely astounding. I don’t see how our community will accept being tied to a casino at all.”
Commissioner Kimberly Hunter said the act of advertising a “certain lifestyle” associated with Las Vegas has led to increased high school dropout rates, disruption of family units and even higher suicide rates among young people. “I don’t think our kids are for sale. That’s what you’re asking me to vote on, to put our children’s future for at risk for the sake of a few hundred thousand dollars a year,” Hunter said.
In response, Commissioner Tom Van Slambrouck noted Asheville has numerous bars and breweries that “no one seems to have a problem with.” And banker Wes Wright, who said Harrah’s is a customer, asked commissioners to consider that the Eastern Band of Cherokee invests its casino profits in community development and funding for children’s programs. He said, “It’s beyond just a casino. It’s a whole cultural movement over there in Cherokee.” Wright the Eastern Band could share Cherokee culture and history with the Asheville community. “There’s not going to be gaming machines out in the lobby. They want to bring what has happened in Cherokee, 60 miles away, a little bit closer,” Wright stated.
The new contract will negotiated by January 1, 2020.
