In the aftermath of the Penticton Vees joining the Western Hockey League (WHL), city officials are looking to restart the process of selling the naming rights for the team's arena.

In October 2024, the city issued a Request for Proposal (RFP) for organizations interested in securing the naming rights to the South Okanagan Events Centre (SOEC), then home of the BCHL's Vees.

But now, with the club moving to major junior hockey and set to embark on their inaugural WHL season this fall, city officials say the value of a potential naming rights deal has "significantly" altered.

On May 27, Penticton City Council will be asked to approve the issuing of a new RFP seeking an "agency, firm or individual to secure facility naming rights of the SOEC," according to staff.

Last year, when the Vees were in the BCHL, the city said bidding for a potential SOEC naming rights deal would start at $150,000 per year for a term of up to 10 years.

"Now that the venue is confirmed to host a WHL franchise team, the facility naming rights opportunity has changed quite significantly due to the increased national exposure this league provides," reads a staff report to city council.

The city, which has recommended contracting an agency or broker to secure a deal, said it will work with its potential naming rights partner to ensure the nsyilxc蓹n language is incorporated into the naming.

"An agency will have the expertise and experience to conduct a new valuation on the opportunity and leverage existing relationships with partners across Canada to maximize the opportunity," the report added.

The 5,000-seat SOEC opened in 2008 and has hosted several high-profile concerts, including Ringo Starr, Rihanna, Carrie Underwood and Eric Church, among others.

Along with the Vees, the venue has also played host to the Vancouver Canucks' training camp, Young Stars Classic and national curling tournaments.