I've now had three people ask me the same questions in PMs. I've both 'sent' and 'received' Arachnid referral wheels to other service centers/buyers several times, and never had a problem. The service center calls the award winner (me or someone else) and they tell the SC that someone else will pick them up (or have them installed). And that was it. Either I went to get them at my local service center that someone else 'sent', or someone else went to their service center to pick up wheels I had won and 'sent' there. One time even I went and picked up wheels that I had won myself, stored them for a few weeks, then drove them to another service center in New Jersey, where they installed them, for free, to the person I sold them to.
I really don't know why some isolated service centers appear to be making up local "new" rules that only the award winner can pick up the wheels. And trying to call/email the referral program at corporate will definitely not say they are transferrable, so involving them will only make it worse. MOST of the folks at the service centers are really friendly and reasonable and will cooperate with you with having someone else pick up the wheels.