ASM Global and Desert Diamond Casinos announced in August a new 10-year partnership. Included in the deal is the Arizona casino franchise’s naming rights to Glendale’s Arena.
The previous Gila River Arena an 18,000-seat multipurpose sport and entertainment venue is now the ‘Desert Diamond Arena.’
“The new naming rights agreement continues the success of our rapidly expanding sports and entertainment district,” said the City of Glendale, AZ in a tweet. “#GlendaleAZ is proud of its strong partnership with the Tohono O’odham Nation.”
Big headliners, big promos, and big upgrades planned for the rebranded arena
The newly rebranded arena is preparing for a busy upcoming season. ASM Global plans a full schedule of big-name performances.
2022 will see concerts and acts from names like:
- Alan Jackson
- Roger Waters
- Pepe Aguilar
Professional Bull Rider Teams will also headline the arena. For 2023, top talent is already being booked and includes performances by Carrie Underwood and Rage Against the Machine.
The partnership will also allow for a boatload of new amenities and huge upgrades at the arena. Promotions and special offers are in the works to generate interest and revenue.
The partnership aims to grow the Glendale sports and entertainment district
Desert Diamond Hotels and ASM Global have a joint goal. That goal is to continue to grow the West Valley sports and entertainment district.
“With the City of Glendale,” said Jason Oberlander, ASM Global’s Chief Commercial Officer. “This partnership is more than the sum of its parts and we are excited to move forward with this new opportunity.”
The opportunity he speaks of will hopefully lead to an explosion of business and revenue for the entertainment industry in Glendale. Oberland added:
“This is about much more than changing the name of the arena. Strengthening our relationship with Desert Diamond Casinos through this new agreement will allow us to go further than ever before in delivering the highest level of entertainment experiences to our guests.”
Jerry P. Weiers, Mayor of Glendale, says the rebranding of the city’s arena points to a partnership that’s a “big win” for the city and the district. Weiers commented:
“Desert Diamond Casinos are leaders in entertainment, job creation, and driving increased business for retail, hotels, and restaurants. It is a perfect fit for their brand to be extended to our Arena. We are proud of the strong partnership between the Tohono O’odham Nation and our community.”
Desert Diamond says the partnership made sense
Desert Diamond Casinos are owned and operated by Tohono O’odham Gaming Enterprise. This is the gaming entity of the Tohono O’odham Nation.
As a leader in the region’s entertainment industry, the Arizona casino franchise aims to grow the Desert Diamond Casino name and also the community.
“Desert Diamond Casinos has always been committed to building a successful West Valley community with diverse entertainment options,” said Mike Bean, CEO of Tohono O’odham Gaming Enterprise.
“It just made sense to connect our capabilities with our neighbors at ASM Global and the City of Glendale.”
West Valley’s Desert Diamond Casino continues a multi-year expansion
Arena updates aren’t the only expansion plans in the works for Desert Diamond Casinos. In addition, there are upcoming plans for a new hotel and convention center to be added to the new West Valley casino.
The hotel plan includes 600 guest rooms, a spa, and 180,000 square feet of convention space.
The $400 million casino property in Glendale opened in February 2020. But then abruptly closed due to pandemic shutdowns almost a month after opening. The casino reopened in June of the same year with the franchise’s three other sister casinos in Arizona.
The casino currently has a casino floor spanning 75,000 square feet featuring:
- Five restaurants
- 36 poker tables
- 48 blackjack tables
- 1,400 slot machines
In December 2021, the casino added a retail sportsbook. The sportsbook houses a lounge serving food and beverages as well as 8 digital sports betting kiosks.