City to sell naming rights to Spellerberg pool

Sioux Falls is looking to sell naming rights for the future indoor pool at Spellerberg Park as a way to help pay for operating costs.

"This is an outstanding opportunity for brand exposure," Parks and Recreation Director Don Kearney said. "We will entertain any and all interests."

The city announced Thursday that it has hired Legends Global Sales, a New York-based branding company that also brokered the naming rights deal for the Denny Sanford Premier Center.

City officials hope to meet with potential sponsors next month and unveil the official name of the $23.7 million aquatic facility by mid-summer.

"The indoor aquatic center will offer a long-term, year-round marketing platform, and firmly solidify that company as a true community leader, which we have found to be a key characteristic of successful companies in this region," said John Alper, the company's vice president of strategic partnerships.

Mayor Mike Huether said selling naming rights may sound unusual, but sponsorships are increasingly a necessity for financing community projects.

The aquatics center isn't expected to operate in the black, and so every dollar from private sponsorships will save the city money in the long run, Huether said.

"This is going to have some expenses that we will incur over the years," he said.

How much money does the city hope to secure?

"We don't have a magic number," Huether said. "The bigger the better though."

Dave Fischer, the assistant director of parks and recreation, said the operational costs for the Spellerberg pool remain unknown.

"We have to wait until the design is complete and we know what we have to work with," Fischer said.

Fischer said they are working on a programming schedule that will help drive the overall design of the building. To date, plans include a 50-meter pool with diving boards, a therapy pool and leisure pool with water slides and a lazy river.

Construction is scheduled to begin this spring and be completed by 2016.

Businesses or individuals interested in naming rights for the indoor aquatic center can contact Ryan Querry at 469-298-7049, 402-657-8170, or rquerry@legends.net.