BIRCH RUN, Mich.–Frankenmuth Credit union has purchased naming rights to a local events center.
The former Birch Run Expo Center is now known as the Frankenmuth Credit Union Event Center. Financial terms were not disclosed, but the rights were sold by Apex Marketing Group on behalf of GVB Development Group, the building's owner.
The Birch Run building originally opened in 1997 as the first NHL Skate Center, marketed to promote interest in hockey and skating. Over time, the ice sheets were removed and the facility has become more of a trade show destination, according to Eric Smallwood, president of Apex Marketing Group. The building has 100,000 square feet of exhibit space with capacity of about 5,000 for special events.
Frankenmuth Credit Union's name and logo will be installed on the marquee outside the building and signs along I-75 near the facility, as well as inside the venue. The credit union's brand will also adorn the building's website, on event tickets and all marketing materials. Print, television and radio advertising are included in the package.