One of the more prominent pieces of Abbotsford Centre branding was replaced on Thursday (Dec. 11).
Pattison Outdoor Advertising's massive sign located at the end of Salton Road and visible to all drivers on Highway 1 received a brand new Rogers Forum logo.
The new logo replaces the former Abbotsford Centre sign, which was found above the 14-by-48-foot digital sign.
This particular sign is part of a 20-year deal with POA that began in 2011. The deal stated that Pattison has "the exclusive right to sell advertising on digital structures within the city," with the exception of existing structures like the Tradex and Fraser Valley Auto Mall signs.
The deal also includes two smaller 10-by-20-foot signs located on Sumas Way and Highway 11. Those signs didn't receive any new signage.
The deal stated that POA would pay for all capital costs associated with the signs and the City of Abbotsford would receive 10 per cent of advertising time on all signs and receive a minimum guaranteed share of the advertising revenue. City officials estimated that over the 20-year deal they could earn close to $10 million and receive $4.6 million in free advertising.
The News previously confirmed with the City of Abbotsford that this contract is still intact.
The city also had the option for six more signs if the program proved to be successful; however, no additional signs have been added since 2011.
"We believe we have made the best deal possible for the city," said Frank Pizzuto, the city manager at the time.
Pizzuto said the city chose the Pattison group for a variety of reasons, including the guarantee of revenue.
"The potential is limitless and we are in control. We decide whether we want to expand the number of signs or not," he said.
"It's a pretty good deal for us," stated George Peary, mayor at the time, following the council vote to approve the sign. "This sign by the freeway is long overdue."
Coun. Les Barkman said in 2011 that the sign could be sponsored, generating more revenue, and perhaps help land a long-awaited naming sponsor for the arena.
Of course, Rogers is now the sponsor for the arena. Abbotsford Centre was renamed to the Rogers Forum on Nov. 13. Details on the duration and dollar amount of that contract have not yet been made available.
