Sleep Train acquires naming rights to Chula Vista, Calif., music venue

Furniture Today Staff -- Furniture Today, January 17, 2013

SACRAMENTO, Calif. — Mattress retailer Sleep Train has signed a deal for the naming rights to Live Nation Entertainment's Chula Vista, Calif., venue, formerly known as the Cricket Wireless Amphitheatre.

The newly renamed Sleep Train Amphitheatre is a popular San Diego-area music venue, the retailer said. Sleep Train said it has a five-year partnership with Live Nation.

"We are proud to expand our partnership with Live Nation to become the title sponsor of this venue," said Dale Carlsen, founder and CEO of Sleep Train, an employee-owned company. "It allows us to deepen our connection with the San Diego area community and extend the reach of our award-winning Foster Kids Program with the addition of in-venue events."
Sleep Train created its Foster Kids Program in 2008 and conducts ongoing donation drives that benefit more than 60,000 foster children in California. As part of the new sponsorship, Sleep Train will host two donation events at the venue to collect goods such as pajamas, shoes, clothing, school supplies and gifts for local foster children.

Sleep Train Amphitheatre can accommodate about 20,000 people and presents some 26 events a year, with a 2013 lineup including One Direction, Keith Urban and the Vans Warped Tour.

Sleep Train also sponsors Live Nation venues in Wheatland, Concord and Shoreline, California.

"We couldn't be happier to expand on our 11-year partnership with Sleep Train," said Maureen Ford, president of Live Nation Venue Network. "Dale and his team of employee owners not only have built a terrific company in Sleep Train, but they are leaders in the community, and our positive work experience with their company makes this a great fit."

The retailer also recently obtained naming rights for the arena where the National Basketball Assn.'s Sacramento Kings play, now called Sleep Train Arena.