City Introduces Events Center Marketing Team

by Meagan Millage, Anchor/Reporter
October 30, 2012 2:50 PM


Sioux Falls city officials released updated images of the new Denny Sanford PREMIER center Tuesday morning.

As the project continues to develop, new features both inside and outside the events center are being added, and new sponsorship opportunities are being announced. The Denny Sanford PREMIER Center is only in its first few months of construction, but already Sioux Falls city officials have their eyes on potential revenue this events center could generate.

"This really will be a full time job, every day for the next two years. Legends is a leading national sales firm. This is what the specialize in doing,” said Darrin Smith, director of community development.

The Legends Sales and Marketing team might ring a bell. This group helped the city find a title sponsor. Now, this second contract with the firm will help the city identify additional sponsors and advertisers for the new events center as well as for the existing arena and convention center.

"Ultimately, what ends up happening with sponsorships and advertising, it becomes really understanding more what the companies locally want and then tailoring a package for them,” said Ben Wrigley, Legends Sales and Marketing.

From permanent branding to signs and digital advertising, the group says there will be a lot of opportunities for local companies. Wrigley says he expects sponsors to commit to five, seven or ten year deals.

"We will generate millions of dollars. Tens of millions of dollars over the life of this building in private dollars with premium seating sales in particular and other sponsorships,” said Smith.

The next step is to set prices on the suites, boxes and club seats and to identify all sponsorship and advertising opportunities. The firm expects to start marketing in January of next year.

Legends will get 12.5 percent commission on everything they sell. The city of Sioux Falls will collect the remaining revenue. The firm also gets a monthly retainer over the next two years.