After a Struggle, Anaheim Finds Consultant to Sell Naming Rights to ARTIC Transportation Hub

ARTIC

A design image of the ARTIC transportation station.

The Anaheim City Council has approved a deal to allow Anaheim Arena Management, the operator of the Honda Center, negotiate and sell the naming rights to the city’s signature transportation hub, known as the Anaheim Regional Transportation Intermodal Center, or ARTIC.

Under the one-year agreement, the city would retain 80 percent of revenue from the corporate sponsorship in the first year and 85 percent of revenues thereafter.

The city has struggled to find a naming rights sponsor for the facility. It was relying on naming rights in part to pay for the $185 million transit hub.

The funds from the naming rights deal will go toward operating costs for ARTIC, which has operated on a deficit since it opened to the public in 2014.

In November 2013, the city solicited naming rights bids and received just two proposals, according to a staff report.

They hired the Ohio-based company the Superlative Group and paid them $129,000, but the group was unsuccessful in finding a sponsor.

In July 2016, the city solicited bids again, and of the twelve companies that downloaded and reviewed the materials, none submitted an application, according to the staff report.

The city re-issued the bid in February 2017 and again the next month, before receiving proposals from Anaheim Arena Management and the Superlative Group.

Staff recommended the contract go to Anaheim Arena Management, which has sold naming rights sponsorships for the interior of the Honda Center. The Superlative Group was also asking to keep more revenue from the sponsorship.

The annual operating deficit for ARTIC, which for the past two fiscal years has been paid for by Anaheim Resort area businesses, is now paid for out of the city’s general fund, after a small panel of resort business owners voted earlier this year not to subsidize the transit hub. 

In March, the city sold the Honda Center the right to sell advertisements on two electronic billboards in front of the train station. That deal will generate at least $80,000 annually.

Contact Thy Vo at tvo@voiceofoc.org or follow her on Twitter @thyanhvo.

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  • Philmore

    Do you think we could crowd fund the signage cost to christen this white elephant, ” The Curt Pringle Ridiculous Monument to His Own Corruption and Ego”, and let HIM come up with the annual money to TAKE HIS NAME OFF ??

    • J Fornes

      You definitely got the Curt Pringle story right. I tried to stop this hideous expense five years ago with multiple presentations to the spenders, the OCTA Board of Directors, but alas Curt won the day. What a lamentable waste of OC sales tax payers’ $280 million dollars. The only bright spot is that now Anaheim citizens, including Curt Pringle, must pick up ongoing expenses, not the rest of our county.

      • David Zenger

        “The only bright spot is that now Anaheim citizens, including Curt Pringle, must pick up ongoing expenses, not the rest of our county.”

        Thanks.

  • LFOldTimer

    Too bad Enron is no longer in business. It would’ve certainly made an apropos corporate sponsor. A marriage made in heaven.

  • kburgoyne

    Clearly Anaheim thought a train station was like an airport. It’s not. People do not loiter in a train station like they do at airports. Indeed ARTIC is not even a “train station” because the train platforms are not within the building.

    This sounds like the contractor only gets paid if Anaheim gets paid. THAT at least is an intelligent decision.

    If one really wanted to commit to this station becoming some kind of real hub, it would involve an overhead tram line connecting it to the gates of Angels Stadium and the Honda Center, and there would be a more committed shuttle connection to the Disneyland Resort. However the fact those expenditures don’t make sense establishes that the center itself didn’t make sense.

    • David Zenger

      But ARTIC is not even a train station. You have to go through it and OUT of it to get trackside. In fact the shell is just a massively expensive obstacle to get to the trains. You hae to climb up about 40 feet of steps, go out side then go down stairs to get to the track.

      But, hey! It’s LEED® Platinum Certified!

  • David Zenger

    If this empty, useless eyesore were worth a plug nickel don’t you think potential corporate sponsors would be coming out of the woodwork?

    A much more important question is how to re-purpose this $200,000,000 rip-off into something with even marginal utility.

    • kburgoyne

      Covered parking? 🙂