Rec Center Naming Rights Could Net Millions for Decatur

Decatur is considering selling naming rights for its new $52.5 million recreation center, with potential earnings estimated between $2.34 million and $5.73 million over a decade. Colton Steer, CEO of High Level Promotions, presented these figures, suggesting the Texas-based company would earn a 35% commission upon contract execution and payment to the city.

Steer projected the facility, located at Wilson Morgan Park and set for completion late this summer, could achieve 39.8 million annual impressions. He emphasized targeting regional or national companies, mentioning Huntsville Hospital and Renasant as potential sponsors. Smaller local businesses could also secure advertising on internal elements.

Despite the potential financial benefits, city officials have not committed to the naming rights sale or High Level Promotions. Mayor Kent Lawrence stated the city is evaluating the possibility seriously but has made no decision on the company or the deal itself, noting outstanding contract negotiations and operational costs for the center.

Council President Kyle Pike highlighted the need for legal review and discussions with Parks and Recreation Director Hunter Allen and the City Council. The urgency stems from the construction timeline, with signage potentially needed soon, and the understanding that much of the naming rights value is realized before the center opens.