A Second Century for Tucson's Crown Jewel

Client Challenge

Fox Tucson Theatre, a 1930 downtown performing arts landmark in Tucson, Ariz., known locally as the Crown Jewel, was planning a major renovation and expansion to coincide with its 100th anniversary. The expanded complex would add new performance and event spaces, lobbies, bars and a rooftop terrace — significantly growing the Theatre's inventory of sponsorable assets. To help fund the expansion and modernize its partnership program, Fox Tucson Theatre needed an independent valuation of naming rights and sponsorship opportunities grounded in comparable deals and a defensible asset-level methodology.

Approach

Victus Advisors conducted a sponsorship and naming rights valuation that assessed both tangible benefits (signage, media, hospitality, activation and digital exposure) and intangible benefits (prestige, sponsor exclusivity, audience engagement). The valuation was benchmarked against ten naming rights agreements at comparable performing arts venues nationwide. Victus then structured a recommended three-tier partnership model — one Naming Rights Partner, five Founding Partners and five Premium Partners — with asset packages and annual values for each tier.

Benefits to Client

The valuation equipped Fox Tucson Theatre with a defensible pricing and packaging roadmap for its full sponsorship portfolio — anchored by a naming rights partnership projected at approximately $447,000 per year over a 20-year term and supported by Founding and Premium Partner tiers. Victus's recommended three-tier structure projected total annualized partnership revenue of roughly $1.4 million, more than double the Theatre's current sponsorship program at its hypothetical maximum. These findings positioned Fox Tucson Theatre to approach corporate partners with clear pricing, a defined partnership hierarchy and a commercial narrative tied to its centennial expansion.