Woodbury has sold the naming rights to its mammoth Bielenberg Sports Center to a medical nonprofit, HealthEast.
A 14-year sponsorship agreement calls for HealthEast's name to become the "primary name on the facility," in the words of a memo to the City Council.
The city gets $126,785 a year, and after 14 years, HealthEast can extend the agreement for five more years for $307,163 a year. The deal comes on the heels of a number of hiccups in developing the center, including failed plans to install a restaurant and to make it a showcase for professional soccer training.
HealthEast runs four hospitals and 14 clinics in the Twin Cities. City officials say HealthEast may use the facility to host flu shot clinics, screenings and the like.
The facility includes a 90,000-square-foot indoor fieldhouse, three ice rinks, 36 athletic fields and other features. It was initially named for a family important in the city's history, including the first mayor, and officials report that the Bielenberg family supports the change.
Terms of the deal include:
• A total fee of $1,774,990, payable over 14 years;
• The city's rights to sell ads that could total $800,000 over those 14 years;