Roanoke Civic Now Bergland

The facility, which includes the 10,800-capacity Coliseum, 3,500-capacity events center and 1,509-capacity theatre, will become the Berglund Center, named after the Berglund Automotive Group.

One of Berglund’s 10 auto dealerships is a few blocks from the civic center.

The company bid $1.75 million for the 10-year contract along with one free car per year for promotional purposes worth at least $25,000. The total package of $2 million topped the only other bidder, rival dealership Haley Toyota, which bid $1.55 million, according to the Roanoke Times.