The Paul G. Poulin Auditorium at the Augusta Civic Center is set up Feb. 24, 2024, for the Maine Principals’ Association high school basketball tournament. The naming rights for the auditorium could be sold to Hammond Lumber Co., based in Belgrade, under a proposed 10-year, $828,000 deal under consideration by the Augusta City Council. Joe Phelan/Kennebec Journal file

AUGUSTA — The Paul G. Poulin Auditorium at the Augusta Civic Center, the site of numerous basketball games, conventions, trade shows and concerts, could soon be renamed for Hammond Lumber Co.

Paul G. Poulin, a longtime Augusta city manager, in a photograph from the Feb. 23, 1973, edition of the Kennebec Journal. The auditorium at the Augusta Civic Center is named in Poulin’s honor. Kennebec Journal file

The change would be part of 10-year, $828,000 deal with the Belgrade-based lumber company. It is made possible by an agreement reached last month with the family of Poulin, a longtime city manager in Augusta, who would have the main entrance to the city-owned building named in his honor.

“The key element to it was making sure we had the blessing of the Poulin family,” Margaret Noel, the director of the Augusta Civic Center, said. “We discussed it and came to an understanding that we could move forward with this with their permission.

“What I’m really excited about is we found a way to still keep the dedication, so we’re not losing the history of the Civic Center, which is an important history. But we can also look forward as well. We can do both. We can keep what we have and also move to the future.”

If city councilors approve the deal, Augusta would receive $83,500 a year for nearly 10 years, when combined with Hammond Lumber Co.’s other advertising at the Civic Center. The first year would be prorated to begin in February.

Noel said about $50,000 of the yearly revenue would be for naming rights to the auditorium, with the remainder for other advertising at the building.

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Located at 76 Community Drive, the Civic Center operates separately from the city. In years when expenses have exceeded revenue, the taxpayer-funded city general fund has been used to close the gap. While the Civic Center has covered its expenses some years, it has not done so since the COVID-19 pandemic, which shut down most large public events and caused the facility to struggle financially.

Noel said the deal should help the Civic Center recover financially from the pandemic, balance the budget and fund efforts to update the facility to remain competitive for events.

The deal would allow other advertising at the auditorium, but not for any of Hammond Lumber Co.’s competitors. It would not prevent the city from selling the naming rights to the entire building to another entity, though previous efforts to do so have not found takers.

Trash cans and a bucket catch water leaking through the roof over the Paul G. Poulin Auditorium at the Augusta Civic Center in February 2024. The auditorium would be renamed under a deal that would pay the Civic Center $828,000 over 10 years, which officials say would help complete needed maintenance. Joe Phelan/Kennebec Journal file

Noel said she is aware of nine other “sub-naming” rights deals in Maine that name a portion of a facility for an advertiser for payment, including the Saco & Biddeford Hall of Fame Lounge at Cross Insurance Arena at 1 Civic Center Square in Portland.

Noel said Poulin’s family said he would want the Civic Center to be able to survive.

Poulin served as city manager in Augusta from 1965 to 1983. He was a key member of the committee that oversaw the construction of the Civic Center, which, when opened in 1973, was the largest convention center north of Boston.

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The facility hosts many events and is considered an economic driver in Augusta, bringing people into the city and spurring the development and growth of a nearby shopping area.

City Manager Jared Mills said the Poulin family suggested naming the main entrance to the Civic Center for him after city officials said they wanted to find other ways to recognize him at the building.

Noel said the entrance would be rededicated as the Paul G. Poulin Entrance.

There is also a concept plan to use the lobby to document the history of the Civic Center, which marked its 50th anniversary in 2023. The display would recognize Poulin and other members of the committee who Noel said were instrumental in the Civic Center’s creation.

City councilors could vote on the proposal as soon as their business meeting Thursday.

“Congratulations on finding another revenue source for the Civic Center. Anything you can do to sort of maximize the revenue there is to be applauded,” Mayor Mark O’Brien said to Noel at a council meeting Jan. 23. “Also, congratulations on finessing the situation with the Poulin family. I know it was important to me, and other councilors as well, that legacy and honor be protected somehow. And I think you and the family have hit on a terrific solution.”

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