WORCESTER—Just as the Xfinity Center will forever be in our heads as Great Woods, and TD Garden is the Boston “Gahhden,” the DCU Center is still the Worcester Centrum in many people’s minds. No matter. Renamed the DCU Center in 2004, looks like the name is here to stay—at least for another three years.
In a joint announcement, ASM Global, the City of Worcester, and DCU – Digital Credit Union revealed that they’ve agreed to extend the naming rights partnership of the DCU Center arena and convention center through the end of June 2027.
DCU stepped in as the facility’s naming rights partner in October 2004, with the official rebranding taking place on March 1, 2005. Initially set for 10 years, the partnership was prolonged in May 2014 for an additional decade. With more than one million members spread across all 50 states and Puerto Rico, including 118,000 members in Worcester County, DCU operates 23 branches in Massachusetts and New Hampshire, including five in Worcester County.
“This venue partnership continues to provide opportunities to demonstrate appreciation to both our members and employees,” said Sue Burton Kirdahy, senior vice president of experience at DCU, in a statement. “Stay tuned for our exciting plans to delight DCU members who visit the DCU Center with special benefits, including a new DCU member VIP entrance.”
City Manager Eric Batista added that the arena provides a critical piece of Worcester’s downtown identity, with a huge range of events that draws a variety of crowds to the area.
The agreement comprises a base naming rights fee totaling $1.8 million for the three-year duration, payable at the agreement’s commencement. Additionally, annual incentive bonuses linked to performance metrics are incorporated into the arrangement.
“Since the start of our partnership, the DCU Center has continued to grow a diverse offering of events, assisted the city with strategic capital investments and evolved to create a dynamic and engaging environment for both arena and convention center attendees,” said Sandy Dunn, general manager of the ASM Global managed DCU Center, in a statement. “DCU’s commitment to their members aligns with our focus in ensuring the comfort of our guests is our top priority.”
When the agreement expires in 2027, the venue has the option to extend the agreement for another seven years.
The fresh contract introduces expanded marketing opportunities for both parties, along with exclusive on-site activations tailored for DCU members. These privileges include a dedicated arena entrance, “On the Night” upgrades (featuring four VIP tickets and two $25 concession vouchers for every publicly ticketed arena performance), and an annual Member Appreciation Week featuring diverse events and activities.
The agreement also grants the credit union a DCU-branded photo area for high school and college graduations, a designated arena wall-scape mural to highlight DCU for Kids, the credit union’s charitable foundation, and the rebranding and enhancement of the convention center’s Showcase Overlook area, enriching the experience for event attendees.
Send news releases to Charlene Arsenault at carsenault@theworcesterguardian.org
