Kim Hughes   Aug 30, 2011 3 Comments

Brandon Boyd and Incubus, play Tampa’s 1-800-Ask-Gary Amphitheatre September 18, courtesy Getty Images. How does the venue name sit with you?
By now most of us are accustomed to live music venues and sports arenas being named not for people or things but for big corporate sponsors – witness Toronto’s Air Canada Centre and Rogers Centre, the Verizon Theater in Los Angeles, the Budweiser Events Center in Loveland, Colorado and so on.

But should there be limits on what – or who – can muscle into your entertainment experience by scoring naming rights to venues? Should there be any kind of standard concerning what constitutes an acceptable name? And should the community a venue serves have a say?

Those are the thorny and very 21st century questions the good folks of Tampa, Florida faced last year when a local doctor/lawyer referral service called Ask Gary purchased the naming rights of the former Ford Amphitheatre and renamed it the 1-800-Ask-Gary Amphitheatre in a deal that sees the 20,000-capacity venue – the largest such outdoor facility in the Tampa Bay area - bear the name for three years. 

Granted, it’s better than… say… the League of Child Haters but is that cool? And how does it reflect on the community? A poll run last year by Florida’s St. Petersburg Times asking readers how they felt about the name-change came back overwhelmingly negative, with 58 percent of respondents saying they “hated it” and 37 percent saying they thought it was “pretty lame.”

Certainly, "1-800-Ask-Gary" won't look as cool on the back of a T-shirt beside a righteous band name as Madison Square Garden or the Royal Albert Hall.

Still, if a company is willing to pay for naming rights, and those funds help offset overhead costs that might otherwise be passed onto consumers through higher concession prices, does that make the name-change more palatable?

In that same newspaper article, County Commissioner Kevin White, who represents the district where the venue sits and is on the authority's board of directors, said the name change surprised him. "There could have been a much more appropriate name chosen for the amphitheater, one that's more reflective of the community or a major corporate sponsor within our community," White said.

Responded venue general manager David Harb: "It's an untraditional name, and that's okay. The truth be told, I'm not going to concern myself with it. I'm here to provide great entertainment."

I'm kind of on the fence about this (low prices=good, cheesy name=bad), and even though this particular example is a year old, it's likely this kind of thing will come up again.

So what do you think? Let us know in the comments section below.

: 8:00 AM in Controversy, News
3 Comments

Or perhaps the Shaw Shaw Festival if Shaw Media would buy the naming rights to that theatre company

Corporate sponsorship has become far too invasive and just belittles the performers, the audience and the comminity at large. Ticket prices are no lower because of it and the stadiums and theaters are just cold and lifeless. Tkae a look at the Woodstock documentary, no corporate sponsorship anywhere-it's refresshing.

u wanna name it? pay for it.

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