Tops Signs Marketing Deal with Darien Lake

March 5, 2013 Updated Nov 11, 2013 at 2:37 AM EDT

By Business First

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Tops Signs Marketing Deal with Darien Lake

March 5, 2013 Updated Nov 11, 2013 at 2:37 AM EDT

Tops Friendly Markets has entered into a sponsorship pact with Darien Lake Theme Park and Live Nation for the Darien Lake Performing Arts Center Concert Series.

Financial terms of the three-year deal, starting this year, were not disclosed.

The Williamsville-based grocer announced Monday the contract with Darien Lake and Live Nation Entertainment.

Tops will offer season passes to the park for $64.99 - which includes free parking for the season, and daily admission tickets for $34.99, $10 off the main gate admission price.

Tops will also sponsor "Ignite the Night," Darien Lake's new, million-dollar, laser light and fireworks show. In conjunction with Live Nation, operator of the Darien Lake Performing Arts Center, Tops will sponsor The 2013 Darien Lake Performing Arts Center Concert Series. As a benefit of this sponsorship, Tops BonusPlus card holders will have pre-sale access to Darien Lake Performing Arts Center concert tickets, and have access to the best seat locations before tickets go on sale to the public.

In addition, Darien Lake Performing Arts Center will introduce the Tops Family Zone at Darien Lake Performing Arts Center. The exclusive, family-oriented area will be located in the center of the lawn seating section, and will prohibit alcohol and tobacco use within its boundaries. Concert-goers can visit the spot for every concert.