Naming rights for event venues is big business, even for smaller facilities as the new sign on the former Birch Run Expo Center reveals.
Effective Dec. 22, 2017, the Frankenmuth Credit Union partnered with the Grand Rapids-based GVB Development Group to rename the Birch Run Expo Center located along I-75 near the Premium Outlets mall.
The new name and logo – Frankenmuth Credit Union Event Center – is now featured on the outside of the building, on roadway signage as well as throughout the venue’s social media and website, and on all facility and event materials, including tickets, event schedules, media releases, and print, television and radio ads.
The center is privately managed by Oak View Group Facilities. Apex Marketing Group, which negotiates naming rights and sponsorships for arenas, stadiums and convention venues, conducted the process on behalf of the GVB Group.
“The GVB Group is very fortunate to have a partner in Frankenmuth Credit Union and the rebranded event center will be a place where the Great Lakes Bay Region community will come together to celebrate sports, entertainment and a host of other exciting events,” says GVB President Greg VanBoxel.
“Frankenmuth Credit Union has always nourished a friendly relationship with our neighbors. We have two branches, a school branch and thousands of loyal members in the Birch Run area. So when we heard about the opportunity to procure the naming rights for the event center, we knew it would be a testament of our commitment to Birch Run and all the surrounding communities who patron the center,” says Vickie Schmitzer, CEO, Frankenmuth Credit Union.
FCU members will receive advance ticket purchase options, discounted ticket prices and a chance to win a free event in the upstairs loft for friends and family, says Schmitzer.
Founded in 1964 by the employees of Carling Brewery, the Frankenmuth Credit Union has more than 43,000 members/owners and 18 Great Lakes Bay Region locations.
The Birch Run Expo Center has served as a regional multi-purpose facility in Birch Run since 2002. Built in 1997, it started as a National Hockey League Skate center and at one time was home ice for the Great Lakes Storm. Today, the center hosts trade shows, conventions and special events.