What’s in a name? Pasco company offers $1M to rename TRAC

The “TRAC” name could soon disappear or at least fade in Pasco.

Pasco’s West Coast Auto Dealers is offering a 10-year deal worth $1 million to secure naming rights for the public recreation, meeting and event center at 6600 Burden Blvd.

The Franklin County Commission will consider the offer, which would re-brand TRAC with the West Coast name through 2027, when it meets at 9 a.m. Wednesday at the Franklin County Courthouse, 1016 N. Fourth Ave., Pasco.

Under the deal, West Coast would pay $400,000 for naming rights for the first five years, as well as $100,000 to install new signs. The annual rate would increase to $100,000 in the final five years, boosting the total value to $1 million.

Franklin County owns TRAC and splits any operating loss with the city of Pasco. The revenue picture has increased in the past year, but the county entertained naming rights offers in a bid to improve its overall financial performance.

West Coast would have its name prominently placed on TRAC’s Road 68 reader board, included on all “monument signs” on the TRAC campus and on welcome signs at entrances and other entries.

The boardroom would be renamed the West Coast Auto Dealers Lounge and the partner would be able to use the lounge for early morning executive meetings on Fridays for 48 weeks.

Other terms include allowing West Coast to hold a one-week car sale event at TRAC every other month and the use of other facilities. Welcome mats and staff uniforms would include the West Coast logo, as well.

The agreement could be terminated with one-year’s notice by either side.

This story was originally published July 28, 2017 at 4:17 PM with the headline "What’s in a name? Pasco company offers $1M to rename TRAC."