SMG-managed ShoWare Center and accesso Technology Group finalized last week a 10-year extension of arena naming rights through 2029, under the same existing terms at $300,000 annually.
The current agreement was signed prior to the venue’s grand opening in 2009. The Kent City Council voted unanimously on June 20 to approve the contract and longer name of accesso ShoWare Center. The company uses a lower case a for its name.
“We are thrilled to continue our naming rights partnership with accesso,” said Tim Higgins, ShoWare Center’s general manager, in a press release. “Our close relationship with ShoWare has played a pivotal role in establishing the arena as a premier sports and entertainment venue in the Puget Sound region.”
Under the new agreement, the arena will be officially re-branded to accesso ShoWare Center, effective this fall. New exterior signage will be going up over the summer, as well as updates inside the arena to reflect the name change, all of which will take place prior to the start of the Western Hockey League’s Seattle Thunderbirds 2017-18 season.
In November 2014, accesso acquired VisionOne Worldwide Ltd, operator of ShoWareTM, a ticket sales and distribution solution servicing more than 475 venues and leisure organizations throughout North and South America. As part of the acquisition, accesso agreed to pick up the final two years of the ShoWare Center contract.
“We’ve been proud to partner with the city of Kent and SMG on the success of ShoWare Center for the past eight years,” said Bruno Boehi, accesso ShoWare president. “We look forward to continuing our partnership and bringing world-class sports and entertainment to the new accesso ShoWare Center and the Seattle area.”
ShoWare Center, which hosts more than 200 events per year and draws more than 400,000 guests annually, is the home of the Thunderbirds, Tacoma Stars indoor soccer team, Seattle Mist women’s football team, and offers a wide range of concerts, family shows and community events.
“Once more, Kent demonstrates its connections to the world. Accesso represents excellence and superior quality. We are very proud this global technology company has further solidified its relationship with ShoWare Center and our community,” Mayor Suzette Cooke said of the agreement. “I’m confident this partnership will enhance the long-term economic growth of Kent, and will allow accesso ShoWare Center to even more successfully compete for entertainment events and draw more visitors to our community.”