Concertgoers this summer will be able to see acts like Rod Stewart and the Dave Matthews Band at the newly rebranded Northwell Health at Jones Beach Theater.
The 21-hospital health system said today it has purchased exclusive naming rights to the venue under a five-year agreement with Live Nation, which manages the 14,000-seat amphitheater on behalf of the state Office of Parks, Recreation and Historic Preservation.
Northwell started doing outreach during concerts at the venue last year, after the Islanders hockey team, which Northwell sponsors, moved from its home in Nassau Coliseum on Long Island to Brooklyn’s Barclays Center.
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“We were lacking a staging area for a Long Island–based place to engage with consumers,” said Ramon Soto, chief marketing and communications officer at Northwell. During events at the venue, Northwell has done health screenings, handed out pamphlets and even recruited employees.
“The incremental cost to do the naming rights was actually quite reasonable for us, so we jumped at the opportunity to deepen our relationship,” said Soto. “Jones Beach is just so quintessentially Long Island.”
Northwell would not disclose the financial terms of the arrangement, but the fee is likely on the low end for such sponsorship deals, said Ben Sturner, president and chief executive of Leverage Agency, a Manhattan firm that handles sports, entertainment and media marketing.
Since Jones Beach Theater is not a major sports arena and is a seasonal venue, Sturner estimated the naming rights could cost between $500,000 and $1.5 million per year. The deal is likely to pay off for Northwell, he said, considering it is still promoting its new name.
The health system changed its name from North Shore-LIJ to the less geographically specific Northwell Health last January to reflect its growth elsewhere in the New York metro area. But Long Island is an important—and increasingly competitive—market, said Soto, and Northwell aims to maintain a strong presence there.
“The marketplace is changing pretty dramatically in health care, and you have to really fight for your fair share of patient volume,” he said. “We have competitors coming into our backyard.”
NYU Langone announced plans to acquire Winthrop-University Hospital in Mineola, L.I., in September. Meanwhile, Memorial Sloan Kettering Cancer Center is bulking up its presence on the island with a $140 million outpatient cancer center slated to open near Nassau Coliseum in fall 2019.
Northwell replaced Nikon as the title sponsor of Jones Beach Theater. Tommy Hilfiger has also previously been a title sponsor.
Concertgoers this summer will be able to see acts like Rod Stewart and the Dave Matthews Band at the newly rebranded Northwell Health at Jones Beach Theater.
The 21-hospital health system said today it has purchased exclusive naming rights to the venue under a five-year agreement with Live Nation, which manages the 14,000-seat amphitheater on behalf of the state Office of Parks, Recreation and Historic Preservation.
Northwell started doing outreach during concerts at the venue last year, after the Islanders hockey team, which Northwell sponsors, moved from its home in Nassau Coliseum on Long Island to Brooklyn’s Barclays Center.
“We were lacking a staging area for a Long Island–based place to engage with consumers,” said Ramon Soto, chief marketing and communications officer at Northwell. During events at the venue, Northwell has done health screenings, handed out pamphlets and even recruited employees.
“The incremental cost to do the naming rights was actually quite reasonable for us, so we jumped at the opportunity to deepen our relationship,” said Soto. “Jones Beach is just so quintessentially Long Island.”
Northwell would not disclose the financial terms of the arrangement, but the fee is likely on the low end for such sponsorship deals, said Ben Sturner, president and chief executive of Leverage Agency, a Manhattan firm that handles sports, entertainment and media marketing.
Since Jones Beach Theater is not a major sports arena and is a seasonal venue, Sturner estimated the naming rights could cost between $500,000 and $1.5 million per year. The deal is likely to pay off for Northwell, he said, considering it is still promoting its new name.
The health system changed its name from North Shore-LIJ to the less geographically specific Northwell Health last January to reflect its growth elsewhere in the New York metro area. But Long Island is an important—and increasingly competitive—market, said Soto, and Northwell aims to maintain a strong presence there.
“The marketplace is changing pretty dramatically in health care, and you have to really fight for your fair share of patient volume,” he said. “We have competitors coming into our backyard.”
NYU Langone announced plans to acquire Winthrop-University Hospital in Mineola, L.I., in September. Meanwhile, Memorial Sloan Kettering Cancer Center is bulking up its presence on the island with a $140 million outpatient cancer center slated to open near Nassau Coliseum in fall 2019.
Northwell replaced Nikon as the title sponsor of Jones Beach Theater. Tommy Hilfiger has also previously been a title sponsor.
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