Arrowhead credit stadium union

Sky Sox sell stadium name -- now its Security Service Field

The Colorado Springs Sky Sox on Thursday unveiled a naming rights deal changing the ballpark's name to Security Service Field, as well as details of a $4 million stadium renovation project.

The stadium naming rights deal, which is worth $1 million to $1.5 million over 12 years, involves a partnership with Security Service Federal Credit Union.

Security Service is a San Antoniobased company with 550,000 members. It has 110,000 members in Colorado. Security Service is the 10thest credit union in the country, with more than $3.5 billion in assets.

"From a marketing standpoint, this is a great instrument for what we're trying to accomplish," Security Service Chief Operating Officer Jim Laffoon said. "It has a dual purpose. This gives us more image awareness, and we believe in what the Sky Sox are doing."

In August, Sky Sox owner Dave Elmore announced he was seeking a naming rights deal to help offset costs of the expansion project. Elmore built Sky Sox Stadium, near the corner of Powers Boulevard and Barnes Road, in 1988 for about $4.5 million.

Elmore also owns the Double-A San Antonio Missions of the Texas League and has had a solid working relationship with Security Service since 1988.

"We're doing this renovation project with no taxpayer dollars," Elmore said. "That means that we had to find a partner to help offset the costs."

This is the second stadium naming rights deal for Elmore. In 2001, he secured a 10-year, $700,000 deal with Arrowhead Credit Union for his Single-A San Bernardino club in the California League. Elmore owns seven minor league clubs.

He is hopeful that the renovation project and naming rights deal will help draw more fans. The Sky Sox, who play in the Pacific Coast League, have averaged about 3,500 fans per game in the past five seasons.

"It won't happen overnight," Elmore said. "I would love to think we can average 5,000 a game in June, July and August. It may take time to generate excitement."

The Sky Sox are the eighth PCL team to secure a naming rights deal.

"Naming rights deals are a tremen- dous shot in the arm for clubs," PCL president Branch Rickey III said. "With all the competition out there, they help you compete in today's Triple-A game."

The stadium renovation is the second phase of an upgrade to the ballpark. Before the 2004 season, a $400,000 playing surface and drainage system was installed.

The commitment by Elmore to upgrade the stadium was a key factor in the Sky Sox and its parent club, the Colorado Rockies, extending their player development contract last summer. The deal runs through the 2008 season.

"Dave Elmore stepped up to the plate," said Marc Gustafson, the Rockies' assistant director of minor league operations. "The relationship has never been stronger."

Hitting coach Alan Cockrell has been associated with the Sky Sox since 1988. He said improvements to the playing surface and a new home clubhouse were much needed.

"Now we're on par with the rest of the Triple-A clubs," Cockrell said.

The Sky Sox are scheduled to host the Rockies in an exhibition game April 2.

Elmore said Rockies owner Charlie Monfort has expressed concern about whether the home clubhouse will be finished in time for the game.

"We're still hopeful it will be completed by then," Elmore said.

Barnes Architects in Colorado Springs is the designer for the renovation project. Bryan Construction of Colorado Springs is the general contractor.

IMPROVEMENTS TO THE STADIUM

A new home clubhouse along the first-base line. Two stories underneath the clubhouse will be an indoor batting and pitching facility.

A five-tiered picnic area above the home clubhouse that will seat 600 people. Above the picnic area is an enclosed banquet facility with seating for 250 people. The banquet facility can be used 365 days a year for wedding receptions, business meetings and other events.

2,536 hunter green theater-style seats with cup holders, replacing the stadium's reserved seats. c An elaborate plaza area and entrance for fans as they enter the ballpark from the parking lot. The Security Service Field logo will be prominently displayed.

A handicapped seating area inside the seating bowl.

A kids' play area down the left-field line.

Upgrades and improvements to the 18 sky boxes.

An expanded covered patio along the concourse.