BANGOR, Maine — The new Bangor arena won’t be finished until early fall of next year, but it already has a name.

Thanks to a $3 million, 15-year agreement with the city of Bangor, the arena will officially be known as the Cross Insurance Center.

“We were initially approached by Steve Rex of Front Row Marketing July 5 and made an offer July 9,” said Brent Cross, vice president of the Bangor-based Cross Insurance Agency. “We haven’t signed a contract yet, but we have signed a solid letter of intent.”

The deal calls for quarterly payments of $50,000 by Cross for naming rights, as well as an exclusive 12-month renegotiation period that kicks in 12 years into the deal that allows Cross to extend its contract by as many as 10 years.

“We would love to see our name stay on the building for a long time,” Cross said. “First and foremost, we were looking to support the arena and the city, even before Steve called us.

“It took a lot of courage for the city to tackle something of this size. We’d not considered having our name on the side of the building, but we’re excited about it.”

Based on their public statements, so are city officials.

“What an amazing day for Bangor. A hearty thank you to the Cross family and Cross Insurance for their belief in not only this project but in the future of Bangor,” said Bangor City Councilor and Mayor Cary Weston. “The energy and support we have seen throughout this project from our business community, starting with the amazing effort of the Friends [of the Arena] group, has been tremendous. And for a family-owned business with longstanding Bangor roots to step forward like this makes it even more special.”

Cross said the deal brings instant local, regional and national visibility to his 58-year-old family business.

“This brings a lot of exposure to this company,” said Cross. “People have this impression of our business being my father and my brother and I with our desks pushed together in one office.”

While the company is still family-based with three generations currently employed, it also has grown into a regional insurance presence with 450 employees, 27 locations across New England and clients that include the New England Patriots and Boston Red Sox.

“That’s probably the main reason why we’re doing this,” said Cross, whose 95-year-old father, Woodrow Cross, started the agency in 1954 and still works 5½ days a week at the Bangor headquarters on Gilman Road. “It gives us more of a regional and national branding.”

Five employees currently represent three generations of the Cross family: Brent Cross, his father, brother Royce, son Woody and nephew Jonathan.

The deal also provides an opt-out option for Cross Insurance that includes financial penalties, but Cross couldn’t provide specifics because the contract language is still being worked out.

The $65 million arena and events center — featuring 5,800 fixed seats with a total capacity of about 8,050, seated and standing — is on schedule and expected to officially open Labor Day weekend 2013.

Construction on the new arena and events center began with site preparation in July 2011, with t he official groundbreaking occurring in August.

Front Row Marketing Services, a company specializing in generating ancillary income for sports and entertainment venues, completed the naming rights agreement on Bangor’s behalf. Global Spectrum, an international public assembly facilities management company, was hired by Bangor to operate Cross Insurance Center. Both Front Row and Global Spectrum are subsidiaries of Comcast-Spectacor, an international sports and entertainment provider.

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142 Comments

  1. This is why our insurance rates are so high. 3million over 15 years. I thought the city of  bangor was a nonprofit???? HUMMM,    I guess not. 

    1. So it would be better to not accept naming rights, luxury boxes, etc…and let the local taxpayer foot the complete bill year over year?

      1. Thats right they voted it in so pay for it. Will Bangor share any of  the money coming from any of the events there???? If you had someone who knew how to run a complex like the arena that they are building then the city would be making money.

        1. Ah bear the city is paying for it. They sold municipal to finance the project which have to be paid back over a period of time. The money being used to pay the bonds back are the revenue the city receives from Hollywood Casino and is set aside in a separate fund.

          Now since the arena is a city entity why would or should they “share” any of the funds with anyone?

          And in closing the city has hired a company to promote and run the new arena so the city will have a return on the investment they are making.

          1. That is wonderful that you feel that way. Why have they been paying Dyer 110k a year or more and he has done nothing to promote  Bass Park in the past 10 or 15 yrs. NOTHING

            If it was’t for Hollywood Slots and Casino there would still be nothing. Do you thing Dyer had anything to do with the waterfront concerts. The answer is NO!!! The lady that used to have Dyers job Madlene Quigly she retired and Dyer a two or three months ago called Grandaughter told her that their was no place in the new arena hang her plaque. Wow that awful thing to say and city council should fined a place and get reid of Dyer for what hes done.

      1. The U.S. Supreme Court never said that, only those who don’t understand its ruling in the Citizens United case.

  2. That’s about 5% of the cost the taxpayers don’t have to cover and it gives exposure to a local company. Sounds good to me.

    1. If that is how you feel about it then maybe the arena should have been built using private funds.  I’m not being sarcastic here, just pointing out that the public funded this arena, not Cross Insurance Co.

      1. A very large portion of the funds for this new building came from all the good folks dumping their hard earned money across the street at the Casino. Hollywood isn’t really a gambling Casino-it’s a recycling center.

        1. Once people try it they find out that environmentalism is good for the community, huh ? 

          Ain’t just how it always goes ? 

        2. Three of my comments critical of the City Fathers were deleted.

          As H.L. Mencken said, “You are free to say anything in America just as long as it doesn’t matter.

          What did I say that was offensive? 

          The truth.

          And by the way, where is the rest of Bass Park?

          Is that what Joseph P. Bass wanted when he gave the park to the city in his will?

          Where is the stone marker which commemorates the donation of Bass Park to the city?

          What is Paul Bunyan, a symbol of honest work and the dignity of labor, doing out in front of a casino?

      2. Why does this bother you so much? You remind me of that old video of the guy having the absolute meltdown when pulled over by a State trooper.

        1. I think what this gentleman feels is like most feel.  If the arena starts losing alot of money and if Casino revenue doesn’t come in as expected.  That the Taxpayers will be on the hook for this arena like they have been for years with the Current Auditorium, The Fair (until they made changes), and with the Horsetrack before Fred Nichols took it over, now with Penn National in control.  All of these things are major boondoggles with the City having no clue how to run any of them.  With the Auditorium nearly bankrupt and Bangor Raceway filing for bankrutpcy under the City of Bangor’s lack of leadership. Thankfully Fred Nichols took it over now Penn is running it with profits thanks to the expansion with the Casino.  Bangor has no reason to get into entertainment business.  You have a few councilors who think they should take over the Waterfront Concert Series that Bangor can do a better job LOL. Bangor should stick to running the basics at City Hall as we seen with their City Council meetings nothing has changed it still is a clueless “outfit” down at City Hall.

          1. And for all the reasons you stated is exactly why the city hired a management company to run and promote the new “Cross Center”.

          2. I know from experience my family owned race horses for many years and racing them at the Bangor Raceway, and sold crafts and other items at the fair for many years and we know how bad the folks from the City ran it.  It was run so bad for years (the Horse Track) under the city alot of the folks weren’t getting paid their purses, they had awful record keeping, barns in terrible shape.  The fair until the price change a few years ago was running huge debt as well.  That is why hopefully after the arena is built they finally clean house and get rid of Mike Dyer he is nothing more than a BUM who knows nothing about running an arena, fair , or Bass Park.

          3. You still can not admit that you lost the vote, and “most People” support the arena. this is not just the government’s doing. Don’t you remember people like you caused us to waste money proving the majority in the city wanted the new arena? The biggest waste of money I feel is when the city tries to pacify the very minority nay-sayers such as you.

      3.  It isn’t that Cross funded the project, they didn’t–you are right.  However, Cross is paying for future income to help pay operating expenses. 

    2. Common place to sell naming rights. A way to bring in money to help pay for or run the building. I am sure there will be ads sold for the walls of the arena. Look at U Maine, all the box seats with ads, the ads around the ice. just a fund raising tool. It is 50 k every three months for 15 years, nice to know there will be some income.

      Nice to have an ad budget that can afford that much.

      Does sound weird though, Cross Insurance Center, sounds like an office building rather then an event center. Cross Event Center sounds better.

    3. What do you mean, we wont end up paying taxes on this at all, oh wait on that was a lie 

  3. Congratulations and thank you to the Cross family for a
    generous contribution to Bangor’s new auditorium; this building will be a great
    addition to our community and many of us appreciate your support. 

          1. Well what was presented at a Chamber breakfast at the Sea Dog was the city was going to purchase municipal bonds and pay them back over a 20 year period using the reveniue from Hollwood Casino. The revenue stream from the casino was sufficient to pay back the bonds and interest without any taxpayer money being used. I haven’t heard anything that would change the stated plan.

          2. What’s wrong with using the extra revenue from the casino to provide basic city services like police , fire , government administration ?  These city ” representatives ” are reflective of liberal tax and spend politicians.  How about helping out the taxpayer and quit spending money on non necessities !

          3. Nothing…if that is what the people of the city of Bangor wanted. But they affirmed what the City Council did and by a large majority too.

            The voters spoke. They said build the new arena. They said we like the plan the city has put forward.

            By the way, what you call non necessities brings in people to the area that spend large amounts of money in local establishments that employee people that spend money in local establishments and live locally. Those local establishments pay fees and taxes to the city and help defray the cost of those city services too.

      1. How in hell does paying for the name rights on a building cost Maine taxpayers anything at all?? It seems to me that the complex is receiving $200K a year for nothing.

        1. They have trouble controlling their knee jerk reactions, frequency . 
          Say the word “taxes” , and see what happens .

          The 1% has them trained as well as Pavlov’s dogs. 
          But not being able to compromise or hold two different thoughts in your  mind at once has not always been called just being conservative enough, though.

      2.  Unfortunately George you are wrong!  The state was offered the opportunity to in some way “help” or positively influence the building of the new civic center/arena.  They backed away from those opportunities rather quickly.  The tax payers of the City of Bangor approved rather strongly in a referendum go ahead to build.  The state, county, or other entities in this area have “no skin in the game”as the saying goes.

        1. So you oppose all advertising that Cross does….pens, calenders, news paper, TV, radio, etc…because it’s an “expense” to their customers?

          Are you even a Cross Insurance customer?

  4. I don’t understand this.  The public pays $65,000,000 for the arena and gets no special privileges in return.  An insurance company pays s$3,000,000 and gets naming rights.  What the heck!  How about a random drawing from a pool made up of all the Maine taxpayers and let the winner name the arena.  That sounds fair to me.  I am adamantly opposed to corporate ownership/sponsorship of anything owned or funded by the tax paying public.

    1. Many of us miss the days when The Boston Garden was the Boston Garden. Unfortunately those days are over and these projects are just not feasible without private company support. If you sat down for a just a few minutes with these multiple generations of Cross men I think you’d be pretty happy that these fine local folks are putting their name on it and not some national company. It could have been the Bayer Aspirin Center-That would have  given all of us a headache…..

      1. Do not accept what you do not agree with. Complacency is what got us where we are today. Your phrase “unfortunately those days are over and these projects are just not feasable (sic) without private company support” should indicate to you that your thinking is flawed as to who should fund what.

          1. I think that public infrastructure, if needed, should be funded by taxes and that private for-profit companies should build and pay for their own means to profit, and not involve themselves with public infrastructure. I am not hung up on spelling, by the way, just didn’t want it to look like it was a typo or look like I could not spell feasible. It’s fine if you can’t spell feasible. I didn’t mean to cause a personal issue with anyone. I had a great 3rd grade in Caribou, Maine. It was a wonderful childhood growing up in Aroostook County where people were practical. Have a great day.

          2. I was just messing with you- In all seriousness though-I’ll bet when some really fantastic band is playing at the Cross Arena in the dead of winter a whole bunch of good County folks will standing in line to get in-regardless of who paid for it or who holds the naming rights.

    2.  I agree! At the very least it should promote Bangor so should be Bangor Arena, or River City Arena or Queen City Arena. Maybe the Cross family will do that.

      1.  I always liked the “Maine Entertainment Center.’  The advertising could be “For a great concert, come visit ME.”

    3. What privileges are you looking given that you likely contributed not a red cent to any of it?

    4. So corporations and other businesses have been getting beaten up big time because the CEO’s make too much, he rich get richer, there not giving back, they are only taking from the poor.  Now you have a company that is being VERY generous with some money, and they get beaten up for that.  There just is NO pleasing some people.  Many businesses and non-profit have it written in the by-laws of their organization to distribute a certain amount of funding every year.  Banks, hospitals, and privately owned businesses included.  Don’t look a gift horse in the mouth.  It’s gonna take a lot of money to operate this facility, every dime that an outside source is willing to contribute will make things alot easier.  If it means letting them put a name on the front of the building, so be it, they still don’t own the building or have any special rights.

  5. And don’t forget that to get to the Hollywood Slots from the auditorium, you will have to use the
    ‘Cross’-walk.  

    1. I thought cross insurance was for protection from persecution !  I hope this statement dosen’t make some people cross.

  6. As a Cross Insurance customer, I have to raise my eye-brows and perhaps perform some long overdue price shopping.

    1. I’ve been a Cross customer for years. I shop them from time to time and have always gone back. The excellent pricing and service has made them successfull people. $200,00.00 a year for that advertising is not going to affect your insurance bill.

    1. Insurance is such a wonderful thing nowadays…many of the people that will use the arena can’t afford the basic premiums for health care.

      My family inherited a summer camp due to a death of an elder and because of the change in ownership we are now unable to insure the property which has never had a claim taken in over 40 years…insurance is a wonderful thing, if you can get it!!!

    1. You obviously don’t own a business of any size if you think 50 a month is a lot of money

  7. Thanks to the Cross Family for stepping up.  What ever happened to the Friends of the Arena and all the money they were going to come up with once the referendum passed  ( Hello Miles) ??   Also,  Mike Aube from EMDC whom the city handed a contract to fund raise with a monthly Stipend  and Expenses without going out to bid. Where is all the  Money????

    1. If only some of these folks had any idea how hard the Cross family has worked over the years to make their business successful……I’ve been passed by Royce Cross on the interstate going south in the morning before the sun was was even up….more than once.

      1. Wait, I’m confused.  According to our current president, if you own a successful business – you didn’t build it.  So that must have been obama’s team that you saw going to work in the morning right?

          1. Actually the quote has not been taken out of context. He used the singular “they” not “those” which would have referred back to “roads and bridges”. He misspoke….again.

          2. The context: “Somebody helped to create this unbelievable American system that we have
            that allowed you to thrive. Somebody invested in roads and bridges. If
            you’ve got a business — you didn’t build that. Somebody else made that
            happen.” Anyone with any understanding of the English language knows the ‘that happen’ refers to roads and bridges. There is no ‘they’ or ‘those’. This whole tempest in a teapot is more absurdity from those who will manipulate anything and everything they can and do it with the hubris of a megalomaniac (megalomania /meg·a·lo·ma·nia/ (-ma´ne-ah) unreasonable conviction of one’s own extreme greatness, goodness, or power).

          3.  Only anti-responsible businesses. Are you one of those? Otherwise you would have understood and not taken offense. Or, are you being sarcastic?

          4. And the problem with being anti-business is that without business, there are no jobs or taxes to pay for your wasteful government programs – like the one that allows you to stay at home and post your ridiculous comments all week.

          5.  Oh for goodness sakes. No one is anti-business. You bring that out and parade it like it really has any meaning which it does not. There are many well run businesses that do the right thing for their employees, their communities, their state and nation…. and still make profits that keep the owners in houses on the lake and ocean, cars in each, boats at the dock. Please. Businesses that dodge their fair share of what it takes to do business in America are the ones that do need to be called to task. And the President did an admirable job of that.

  8. BUNCH of BS….taxpayers here in Maine pay just about all the bill and its named after an insurance company! Why not name is after SOMEONE that has done something good for the people instead of some business that it is using it as a big billboard! Name it after Olympia Snowe…William Cohen…..Joshua Chamberlain….Colonel Porter…..even Paul Bunyun…BUT not an insurance company!

    1. They couldn’t come up with the $3 million, most of those named being dead and all……

    2. Well since baseballs newest field is call Tropicana Park and the Trop for short maybe they could have named it “Allen’s” after Allen’s Coffee Brandy and called it Brandy for short.

    3. Since we voted for the auditorium, surely we could have had a shot at giving it a name that covers what it does?  

      The Paul Bunyan Entertainment Center…?  Anything – but an insurance agency? 
       Hannibal Hall,  Cohen Coliseum, Palmer Palladium…

      Don’t get discouraged.  The long ago – thought it was forgotten -Amphitheater, will need a name, too. That’s another  project still pinned to the city council’s drawing boards.

    4. Just look at the college bowl games. The Orange Bowl is now the DISCOVER ORANGE BOWL. When millions of jobs left this country-we got a whole lot poorer. The public just does not have the funds to front these areanas and sporting events. It would be great to put a fallen soldier’s name on the building-and that would have happened years ago, but not in these economic times.

  9. The Cross Family are nice people. Anyone saying 4 millon for 10 years???
    I’m happy it’s not some of the companies I thought it might be..
    How much did it cost for the marketing company to do this?

  10. Oh yes, a classy name. Like Madison Square Garden or The Cow Palace or the Superdome. I appreciate the fact that they are footing so much of the bill but it would be nice to have a classier name that people would remember

  11. Thank You Cross Family!  Unfortunately, this will not cover the decline in Slots, now Casino Revenues

  12. Don’t think Paul Bunyan had a Cross day ever!  Expect more than a few of Jesus’s followers (including Paul) wish they had had some Cross Insurance.

  13. How about letting the people of bangor vote on the name. No company should be allowed to by the name.  The tax payers should be the one to choose the name.  

    1. Makes total sense…rather than have it cost nothing to have someone pay to name it, have it cost money to have a name that will generate no revenue.  (sarcasm off now)

  14. This was a golden opportunity for UME Athletics to expand its branding operations. Had Bob Kennedy still been UME President, he’d have made sure that the handful of faculty hires he approved would have been cancelled and that maintenance on all academic bldgs. would be deferred further. He knew that the promotion of UME Athletics was the principal purpose of higher ed in Maine–as did his good friend John Baldacci. Cross Insurance is a wonderful local company, but Black Bear Sports would have been a better choice. 

  15. Good point about why the wealthy Friends of the Arena didn’t step up once the naming opportunities were there. Miles Theeman’s top hospital execs could have funded this with a day’s salary from each of them. Typical response of Republicans when there’s a civic need. 

  16. Wow, how original Cross was.  Why not the Cross Insurance Events Center, Or the Cross Insurance Arena?  Calling it just a center sounds like its the home office of Cross Insurance and sorry, but as far as sporting events or concerts or other events go, that isnt a great selling point.  Disappointed that Cross couldnt come up with something that not only publicized their investment, but the venue itself.

  17. Well to the naysayers another successful business understands the huge impact and potential to Bangor, Maine, and New Engkand as echoed @ the last Bgr Chamber meeting with Hollywood Casino, Global Spectrum, and Waterfront concert Senior General Mangers. This is another real and concrete, postive economic decision from the seeds planted by the new Arena , that will mushroom in the next few minths, mire to come! Good show Cross Family.

    1. The Chamber is a joke, self appointed bunch, cramming debt down the Bangor taxpayers throats. The chamber members like giving each other awards, LOL!! who cares what they think, really just themselves.. The city Bangor gives them corporate welfare on the taxpayers backs…
      The meek shall inherit the earth.

      1. Oh and many of those Chamber members are Bangor taxpayers to both through their businesses and their homes.

  18. Kenny Chesney Live at the Cross Insurance Center, Bangor Maine. I like it. I’m sure after awhile it will have The Cross Center adopted as the quick-to-say-name. It’s no different than Live at the Fleet Center, Comcast Center, Star Center. Congrats to Cross. People will remember the arena, and they will come for the entertainment.

  19. have front row call Steve Abbott and find a company for the PIT naming rights.  Although there will be no PIT is my guess.  What a trainwreck

  20. You have got to be kidding me! Maine Performing Arts Center renamed to the Collins Center; Black Bear Field House now New Balance Field House. And now the Bangor Civic Center is the Cross Insurance Center. Gag me with a spoon. What happened to the good ole days when a nice plaque in the foyer would do? 

    1. Do you feel the same way about the Alfond? It was named for its major benefactor, Harold Alfond.

      1.  Yup and Baxter State Park, too. Acadia National Park was not named Roosevelt Family Park yet we all know we are indebted to that family for it. The hubris of the wealthy these days has nothing to do with giving. It is all about self-glorification. It is not about the national interest, it is about self-interest. Sickens me. When there are strings attached to any gift it is not a gift. And, it is not ‘ours’. It belongs to whomever and we are ‘allowed’ to partake of their holdings. 

        1. Who said that the $3,000,000.00 for naming rights was a gift. Did I miss something? What if TD bank bought those rights? Most people don’t know it, but that stands for Toronto Dominion-a Canadian bank-that’s what they call it TD…..They could have….

          1.  By golly you are absolutely correct. Thanks for pointing that out. So we are saddled with that name for a 15 year contract that amounts to $3 mil after that 15 years? Oh, yeah. Bangor City Council did a great thing for Bangor with that deal. And, the rights to a ten year extension? Yup, everything is up for sale and for not much. When will the state be renamed?

      1.  Well now that I understand that the naming rights were bought, sold out from under the taxpayers of Bangor, for $50,000 a year for 15 years…… not $3 mil this year or any one year, I am even more outraged and I am not even a resident of Bangor. So when is the name of our state going to be put on the auction block? You are right. Plaques are used by those who would like some acknowledgment of their in excess of taxes contribution but do not need the narcissistic pleasure of seeing their name in lights. They simply take pleasure in knowing they did something for the greater good.

  21. Why couldn’t the arena have been named after the heroes of the Occupy Bangor movement?   Lasting recognition for the awareness these brave and sometimes unsanitary folk brought to the people of Eastern Maine.

  22. I guess this explains why their premiums are so high.  My mother was able to go to another agency and re-write her policy at renewal with the SAME company for 40% less.  Gotta make those $50k quarterly payments some how, why not prey on the poor people in the Bangor area?

  23. Interesting that some of  “most impressive”buildings that I have seen in citys are insurance companys??non-profit?how will that change with “Obama Care”?

  24. Wonder if there were any other bidders.  The way the story is written, it looks like the marketing firm did the deal one-on-one.

  25. Whine   whine   whine thats all you people do why don’t you get a life if you are not whining about one thing you are whining about some thing else

  26. Great, I am insurance broke and now have to save to catch a show at an insurance arena….OUCH

  27. Good for the Cross boys, real good, but when did the RFP go out. I know organizations that would have paid 3 times that and loved it.

  28. well i’m glad they aren’t my insurance company, saves me from looking for a new one. you’d think they’re customers would be very unhappy with this…

  29. For someone that proclaims themselves as a follower and believer in Christ you sure seem to live in a very dark place….very dark.

  30. I think people will probably call it the New Bangor Arena, regardless of whether the Cross Insurance name is on it or not.  Like we always called the bridges: the old bridge, the new bridge, and the new, new bridge.

  31. I’m quite surprised that the tremendous egotist Alex Gray didn’t pony up this pocket change to have it named after himself.

  32. I absolutely detest this practice. It would only be acceptable if they bought or leased the property. People who support this type of thing probably don’t think most things through much at all. This is no different from putting corporate names on our airports, libraries, city halls, public schools, police and fire stations, streets and highways, etc.

    I got nailed for speeding on I-WalMart but I’m going to show up at the Irving Courthouse and fight it.

  33. I believe if any name on the new arena should be Bangor Savings.   This way at least the name Bangor would be listed.  The arrogance of the Cross family is quite evident.  Please allow the town of Bangor’s residents to vote on this issue. 

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