The current naming rights are licensed to U.S. In July 2018, the City of Asheville Finance Committee approved a process to explore licensing agreements with respect to the naming of the Civic Center. The venue is home to the Arena and Thomas Wolfe Auditorium and has served as the host site for Fed Cup international tennis events, Southern Conference Basketball Championships, and Warren Haynes Presents Christmas Jam in recent years.

Once the new contract goes into effect, the Civic Center will be renamed the Harrah’s Cherokee Center Asheville. “The Harrah’s Cherokee brand has a strong, supportive position in Western North Carolina, and we are excited to be a part of that relationship.” As part of the new agreement, there are several new fan experience initiatives that we will be able to bring into fruition,” said Chris Corl, General Manager of the U.S. “We are very excited to embark on this new adventure with Harrah’s Cherokee. Cellular for their sponsorship during the last nine years,” the Mayor added. “We appreciate the investment they are making in downtown Asheville.” “The City of Asheville is looking forward to growing our relationship with the Eastern Band of Cherokee Indians through the naming rights for the Civic Center,” said Mayor Esther Manheimer. The vote concludes a year-long effort to explore licensing agreements with respect to the naming of the Civic Center property. The new agreement will replace the existing contract with U.S. Asheville City Council voted 6 to 1 May 28 to accept an offer for a 5- to 10-year naming rights agreement with Harrah’s Cherokee for the Asheville Civic Center in downtown Asheville.

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