UA Might Seek Title Sponsor for Proposed On-Campus Hotel

The other day Whispers was asked about the proposed hotel and conference center on the University of Arkansas campus next to the Sam M. Walton College of Business.

Whispers didn’t have an answer, so we did a little digging and this is what we came up with. The university is working with Flik International Corp. and Acquest Realty Advisors Inc., a partnership known as Flik/Acquest, to develop and operate the facility.

Everyone pretty much knew that. But what Whispers learned is that it’s at least an option for the university to consider corporate naming rights to sweeten the deal, as in Arvest Ballpark, the Walmart AMP, or Verizon Arena. 

Whispers has no idea what corporation might want to put its brand on a campus conference center, but don’t be surprised if a very familiar name and logo appear on the building when it’s done.

Whispers also couldn’t help but think about The Chancellor Hotel. A competing, 150-bed center on campus would have to hurt The Chancellor’s bottom line, right? After all, The Chancellor leans on its proximity to the university as a key selling point, and its very name implies a relationship with the school. Heck, even outgoing UA chancellor David Gearhart was at the hotel’s 2012 ribbon cutting.

It’s hard to think the relationship will be so cozy once the university has its own facility managed by an industry giant like Flik.

Keep in mind Southwind Hospitality Holdings LLC sunk $3.8 million into the purchase of the hotel and another $16 million into the renovation. With so much riding on the line, you’d have to think the Southwind principals aren’t too happy about a university-backed, corporate-branded hotel and conference center opening up a few blocks down the road.