Chula Vista’s Cricket becomes Sleep Train

Coors Amphitheatre became San Diego County's largest concert locale when it opened in July of 1998 (the Spice Girls put on the first sold-out concert a month later). In April of 2008, the Chula Vista venue became the Cricket Wireless Amphitheatre — a provincially celebrated sponsor shift from gas-station brewskis to contract-free cell phones.

In mid-January, Sleep Train, the mattress retailer, purchased naming rights in a five-year deal. (The corporation also recently put its name on an amphitheater near Sacramento.)

Yes, the venue that you all know and perhaps even fancy slightly is now going to be called the Sleep Train Amphitheatre. In mere months you are all going to be overhearing the following conversation: "Dude, are you going to the show at Sleep Train tonight?!" "Hell, yeah, bro! It's gonna be f*ing Posturepeeeedic!!"