Fargo's Urban Plains Center seeks naming rights deal

The Urban Plains Center appears to be closer than ever to securing a deal for naming rights to the building and more sheets of ice could soon be on the way.

UP Center general manager Lance Johnson and Metro Sports Foundation board member Al Hintz said Wednesday that negotiations are ongoing for naming rights and the top priority remains adding more ice sheets to the 5,000-seat main arena.

“I hope that in 2010 we finalize and deal and ink the deal,” Hintz said of selling UP Center naming rights. “We hope the best one comes forward that is good for the building and good for the community.”

Hintz said the millions generated by a naming rights deal could help re-energize fundraising efforts to help construct four sheets of ice for youth hockey. The extra space could also be used for large hockey tournaments and basketball and volleyball events.

Although always part of the original plan, Johnson said construction of the extra ice has been slowed by a slumping economy.

“The extra sheets (of ice) are definitely on our list of wants,” Johnson said. “If we secure a deal for naming rights, we would have to evaluate a lot of things and see where those funds would work best. Those are definitely some things we want to get worked out.”

Hintz said the extra ice at the UP Center could be built one sheet at a time.

The UP Center was completed in 2008. It houses the United States Hockey League’s Fargo Force and Fargo Public Schools.