We’ve received quite a few questions from our readers regarding the new naming rights of the U.S. Cellular Center, and we have the 411. ICYMI, the U.S. Cellular’s current contract for Asheville’s Civic Center Complex expires on Dec. 31, 2019.

As of now, the highest bidder is Harrah’s Cherokee Casino, which made a bid of $5.75 million to have its name associated with the building for the next 10 years. Additionally, U.S. Cellular submitted a bid of about $920,000 for a five-year extension. Both of these bids would dramatically benefit the facility by paying for needed upgrades, and currently the City of Asheville has written proposals for both bidders.

If U.S. Cellular is selected, no new upgrades will be made. However, the following improvement projects are already funded + in the works for the next 1.5 years:

$2.5 million for HVAC improvements + enhancements to the arena and common spaces (this does not include HVAC upgrades in the Thomas Wolfe Auditorium)
$550,000 for water mitigation and exterior restoration to the arena
$500,000 for initial design concepts + drawings for a $40 million renovation project to the Thomas Wolfe Auditorium.

And, while Harrah’s is the highest bidder, City staff are currently negotiating a potential name for the venue (other than “Harrah’s Cherokee Casino”) if selected by vote of Asheville City Council. The naming license covers exterior signage, street pole banners, street and wayfinding signage, staff uniforms, receipts, tickets, namedrop during broadcasts, etc. This issue being some members of Council do not want the word “casino” being mentioned in conjunction with the building.

Harrah’s Cherokee Casino Resort already has deals with UNC Asheville’s Kimmel Arena, where a digital screen has the casino’s name, and also has sponsor deals with three arenas + stadiums in Atlanta. But the company currently has not proposed an alternative name if they are picked as the naming rights owner for Asheville’s Civic Center.

Now, staff will present final proposals, as well as an opportunity for each bidder to speak at the Asheville City Council Meeting on May 28 at 5 p.m. in City Hall. But we want our readers to vote on a name that they like best.

Pick your favorite name from the top ten below.👇

Poll

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