“I think $400,000 is a very healthy price,” Zimbalist said by phone on Monday. The pact seems like a good financial deal for the city and the arena operator, said Andrew Zimbalist, an economics professor at Smith College in Massachusetts who is a national naming rights expert. In addition, a new professional lacrosse team, the San Diego Seals, will begin playing there in January. The arena, which opened in 1966, hosts more than 150 events a year, including home games for the minor league San Diego Gulls and the San Diego Sockers. “Large venue naming rights opportunities rarely avail themselves, so this was an opportunity we just couldn’t pass up.” “It’s one of the top venues for entertainment in California,” he said. Munoa said the sports arena’s concert line-up for next year, which includes Elton John and Justin Timberlake, made the deal especially appealing. He said Pechanga typically draws more customers from Orange County and Los Angeles County than San Diego County. Munoa said Pechanga knows it faces fierce competition for San Diego customers from other local casinos, including Viejas, Sycuan, Barona, Harrah’s Rincon, Valley View and Jamul Casino.
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