Lansing Center selling naming rights, expect at least $1.5 million for a 10-year deal

LANSING — The state capital's iconic convention and event facility, the Lansing Center, won't hold its familiar name for long.

The Lansing Entertainment & Public Facilities Authority is selling the naming rights to the Lansing Convention Center — rights expected to go for at least $1.5 million, likely more.

Rather than sell the naming rights for the convention and events facility on Michigan Avenue to the highest bidder, Scott Keith, LEPFA's president and CEO, said a corporate partner will be chosen based on its brand, how its partnership could benefit the region and what resources it could bring to the table.

"It’s been called the Lansing Center since it was built, and we want to make sure we do a thorough approach and find the right partner, not just the one that throws down the most cash," Keith said. "It’s about having the right brand identity and tying it to the right partner so that it’s a win-win for our organization, the building, the city and for the corporate partner."

LEPFA is a government agency of the city of Lansing. Although it receives some operating revenues from the city, its board — appointed by the mayor and approved by the city council — acts independently.

The partnership is meant to be a two-way street, upping the brand identity for both the corporate sponsor and for the Lansing Center itself.

The organization has started meeting with interested parties, Keith said, but the process is still in beginning stages.

In 2010, Lansing's downtown minor league baseball facility, also managed by LEPFA, became Cooley Law School Stadium when the school bought the naming rights for $1.5 million in an 11-year deal. When the ballpark opened in 1996, it had been called Oldsmobile Park in a deal with the now-defunct GM brand that had long been headquartered in Lansing. 

"I think (the Lansing Center) is as financially feasible to be as much as the stadium, if not higher, especially considering it’s 10 years later and the year-round visibility we have here at the Lansing Center," Keith said. “But there are other elements to the package that could adjust that a little bit from year to year.”

The use of the naming rights money will be decided by both the LEPFA board and the city government. Immediately, some of the money would go toward changing the center's signage.

"We would love to see a 10-year commitment — shorter than that makes it difficult when you’re changing out signage and trying to get your brand out there," Keith said. "It takes a while for people to change over a name. You still hear often references to Oldsmobile Park. ..." 

The Lansing Center was built in 1987 and has held its name since its start. It sits alongside the Grand River, includes a riverfront plaza and has a sky bridge that connects to the Lansing Radisson Hotel.

The center saw renovations from 2007-08. It hosts more than 250,000 attendees each year in its 270,000 square foot space.