Naming rights for internal roads at Rockingham County Fairgrounds to be auctioned
Three of the primary internal roads at the Rockingham County Fairgrounds will soon have official names. Each of the three roads are used year-round by hundreds of thousands of people. The fairgrounds currently hosts more than 95 events per year in addition to the annual County Fair which saw record attendance in 2015 of 92,289 people over a six-day period. The overall Fairgrounds property welcomes more than 225,000 visitors per year.
Naming rights for the roads will be offered at a fund-raising gala and Naming Rights Auction scheduled to take place at the Fairgrounds on Saturday evening, October 17. The organization auctioned off naming rights for its marquee sign, 5 livestock barns and 2 show rings at a similar fundraiser auction last year.
Officials with the Fair Association, a 501(c)3 non-profit organization, say the Naming Rights program was developed in 2014 for two distinct reasons, one of which is to provide funds for upgrades and renovation of Fairgrounds facilities. Examples include improving handicap accessibility, expanding parking area, and adding safety and security features. The other reason according to Fair Association General Manager Jeff Ishee is to offer significant marketing value to local businesses and organizations. “The Fairgrounds attracts nearly a quarter of a million visitors annually and hosts the largest event in the Shenandoah Valley – the Rockingham County Fair,” said Ishee. “Placing your business name in front of so many people in such a positive atmosphere helps build brand loyalty, reinforces your commitment to the community, and offers significant value,” said Ishee. Roads may be named after persons, companies, farms, or RCFA-approved non-profit organizations.
Parties desiring to name a Fairgrounds road are required to complete an application to be reviewed by a specially appointed committee. Up for auction on October 17 are roads “A”, “B”, and “C” which are approx. 225’, 600’, and 850’ long respectively (see attachment). Information about gala tickets or further details concerning an application to bid can be obtained by calling the Fairgrounds office at 540-434-0005.
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