Business retains naming rights for Horseshoe Park arena in Queen Creek

Chapman Automotive Group gets to keep its name on Arena 1 at Horseshoe Park & Equestrian Centre.

The Queen Creek Town Council voted 4-0 on Wednesday to renew the group’s agreement for the park’s only covered arena. Council Members Dawn Oliphant and Travis Padilla were absent from the meeting, and Mayor Julia Wheatley is on leave until late fall.

The agreement was on the council’s consent agenda in which all items are voted on through one motion and vote.

On Dec. 18, 2019, the council approved the naming rights program for the Horseshoe Park & Equestrian Centre, 20464 E. Riggs Road, and honored a $100,000 donation by Chapman Automotive Group by naming the covered arena The Chapman Automotive Group Arena for five years.

That five-year term has now ended and on Aug. 27 the town conducted a public auction for the arena’s naming rights.

“Chapman Automotive Group submitted the highest acceptable bid and was selected, subject to the council’s approval of the agreement,” a staff report stated.

Under the new agreement, the arena will retain the Chapman Automotive Group name for five years, after which the town will offer the business an additional five-year term.

Chapman Automotive Group has agreed to pay $135,000 annually, payable in advance each year for a total of $675,000.

“Licensee is responsible for costs associated with production, installation and maintenance of approved signage on the south gable of Arena 1,” the report continued. “Revenue to support (Horseshoe Park & Equestrian Centre) operations and enhancements, as well as expanded visibility and sponsorship opportunities.”

Chapman Automotive Group is required to maintain $2 million in liability insurance, indemnify the town, and comply with Arizona statutory requirements related to public contracts.

The 38-acre Horseshoe Park & Equestrian Centre was founded in 2009, and the town has invested resources and capital improvements to the site as part of an effort to attract, retain and grow events. Arena 1 is 150 feet by 300 feet and is the site of many of the park’s largest events.

Along with hosting the annual Roots N’ Boots Rodeo, the park also hosts equestrian events, vendor fairs and concerts.

The Queen Creek Town Council approved the park’s five-year strategic plan in 2023. Earlier this year, a new 40-foot-tall monument LED sign for the park was approved.

Since 2011, Horseshoe Park & Equestrian Centre has nearly tripled its revenues, according to David Solum, the park’s general manager. During the 2023-24 fiscal year the center hosted 245 events with more than 216,000 attendees and 12,000 horses.

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