The City of Sarnia's sponsorship and advertising campaign, adopted last September, isn't doing as well as staff initially thought.
There have been no expression of interest bids made on the naming rights at the Sarnia Sports and Entertainment Centre (SSEC).
City staff will continue to seek sponsors.
Mayor Mike Bradley hopes a deal can be landed within the next two months, so work can begin before the upcoming Sarnia Sting hockey season.
"It really does call into question what else is out there in the city territory, and city properties, that would be of value if your premier property isn't drawing [in sponsors]," he says.
In the past, RBC naming rights on the building cost $35,000.
The mayor is also concerned with the lack of significant entertainment events at the SSEC in the past two years.
"Many acts have played at the SSEC," he says. "Stars like Elton John, and Jerry Seinfeld, Bryan Adams. In the last couple of years, that hasn't been the case.
"It's one thing that the city needs to focus on, and city council needs to focus on. Because for the suite holders, whose boxes are up for renewal, they need to see that it's more than just a hockey arena."
A request for proposal period will be open until April 18 for other advertising opportunities at local arenas, sports fields, facilities, public transit and more.
