Chevy Centre to Get New Name

Come June 1, 2009, the Chevy Centre will have a new name – The Covelli Centre – thanks to a the naming rights contract accepted by the centre from Covelli Enterprises – a three year deal for $120,000 annually. Sam Covelli, president and chief executive officer for Covelli Enterprises is best known by those in the Valley as the man who brought Panera Bread and O’Charley restaurants to the area. GM’s financial hardships resulted in their not renewing the naming contract with the centre, so a new sponsor was needed, and Covelli won the honor.

Rumors had flown the city had turned down a better deal offered by Bruce Zoldan, owner of the B.J. Alan fireworks company and the Mahoning Valley Phantoms hockey team. It had been reported Zoldan had offered $140,000 annually for five years for the Centre’s naming rights. Upon closer inspection, however, it appears this was not the case.

The Centre’s executive director, Eric Ryan, explained the Zoldan offer was also for $120,000 annually. However, like the deal the Centre had just concluded with GM, with the Zoldan offer, money would have been deducted for suites, tickets and other requests. The Covelli offer was for naming rights only, making it the better bet for the Centre.

And with the Covelli offer comes another added bonus – the additional marketing that will become available. Covelli owns 145 Panera Bread franchises and four O’Charley’s restaurants, many within 100 miles of Youngstown. The fact more than 80,000 people visit these restaurants each year – and the cross marketing opportunities are many. Covelli assured Youngstown Mayor Jay Williamson Covelli Enterprises would make promoting the Centre a top priority.

Sam Covelli has always been heavily involved in the Mahoning Valley. This year marks Covelli Enterprises’ 50th anniversary in the area with the company’s headquarters being located in Warren, Ohio. Community involvement is big with Covelli, so supporting the Centre by paying for the naming rights is a natural fit.

So what’s coming to the Covelli Centre? Not surprising, the Youngstown Phantom hockey team – owned by Bruce Zoldan (yes, the same guy who lost out on the right to name the Centre) – has agreed in principle to play its 30 regular home games this season at the Covelli Centre. The Phantoms are now part of the United States Hockey League, the top amateur hockey league in the country.

Other events on tap for the upcoming months at the Covelli Centre include -

May 15 – Willie Nelson and Family

June 6 – Annual Tri-State Auto Classic, a custom auto and bike show

June 12 – Celtic Women – Isle of Hope

June 13 – Gus Macker, Three on Three Basketball Tournament

Various Mahoning Valley Thunder arena football home games throughout May and June

For more information on upcoming Covelli Centre events, for now, go to www.chevroletcentre.com