RIO RANCHO, N.M. — The City of Rio Rancho will spend about $20,000 to change the name of Santa Ana Star Center to Rio Rancho Events Center, on top of no longer having income from a naming rights agreement, said city spokeswoman Annemarie Garcia.
The $20,000 has already been factored in the city’s 2020-21 budget and will replace signage on the events center and a marquee on Unser Boulevard, Garcia said.
The Pueblo of Santa Ana and the Tamaya Enterprises Incorporated (TEI) Board of Directors decided to not renew the naming rights agreement due to the COVID-19 pandemic, said Santa Ana Star Casino Hotel Director of Marketing Tammy Neil.
“Although we have enjoyed our long-term relationship with the Star Center, the unfortunate closure of both the casino hotel and the Star Center due to the pandemic requires us to redirect our resources away from such sponsorships at this time,” said TEI Interim Chairwoman Melanie Martinez.
The city’s naming agreement with the Pueblo of Santa Ana expired June 30 and wasn’t renewed, said Alex Archuleta from Spectra Venue Management, which oversees the Rio Rancho Events Center for the city.