Carefree amphitheater renamed Sanderson Lincoln Pavilion

By Sonja HallerThe Arizona Republic-12 News Breaking News TeamFri Sep 13, 2013 9:12 AM

The Carefree amphitheater has been renamed the Sanderson Lincoln Pavilion in exchange for $250,000 the town will use for amphitheater upgrades.

The Valley car dealership agreed this week to pay Carefree $25,000 a year over 10 years in exchange for naming rights.

The money allows the town to improve the lighting, sound system and amphitheater shading. Earlier this year, the town budgeted up to $300,000 to pay for amphitheater upgrades but only if donations could be found to fund the cost of improvements.

Mayor David Schwan said the upgrades could lead to more bookings at the amphitheater, which is surrounded by many of the town’s businesses.

A lack of shade, even in winter months, wasn’t suitable for some groups. Also, the lack of a sound system and evening lighting may have precluded some groups from using the space, he said.

The town could receive some money from increased bookings through permits but that’s not the goal of the amphitheater improvements.

“The objective is to get more people involved and to get them in Carefree,” Schwan said.

Councilwoman Melissa Price led the naming-rights effort and she credited the relationships of Kim Prince of Proven Media, who has done promotion for the town, and Councilman Glenn Miller with Sanderson Lincoln contacts.

The Town Council unanimously accepted a letter of intent and authorized the mayor to sign a contract with Sanderson Lincoln on Sept. 10. Bids for the improvements should go out in the next couple of months, with upgrades to start in April.

“We are humbled and grateful to be thought of for the naming rights,” said Patrick Heigel, manager of Sanderson Lincoln. The Phoenix car dealership on Bell Road considers Carefree “a home away from home,” he added.