Roanoke, VA - The Roanoke Civic Center has a new name, The Berglund Center.
The Berglund Auto Group outbid Haley Toyota for the rights to the facility's name for the next ten years.
The winning bid came in at $1.75 million, plus one car to give away a year for ten years.
Berglund Center General Manager, Robin Schon, said the bid was more than expected.
She said the money will go to offset the city's subsidy to the facility for the next ten years.
The current subsidy is $590,000.