When a facility undergoes a name change, it is typically a pretty big news story. While a press conference will carry the day of the announcement, there are a number of ways to make sure the brand stays in the forefront. The building itself presents a major opportunity for both interior and exterior signage. However, don’t overlook the little things. You might add the new mark to business cards, letter head, envelopes, beverage cups, schedules, napkins, giveaway T-shirts, directional signs in the park or the parking lot.
We have also named a college baseball tournament and a high school baseball tournament after the brand. And don’t just look at naming rights as the only opportunity for branding consideration— remember special events. While we changed from Enron Field to Minute Maid Park in 2002, since last July we have been branding many things with the logo for the 2004 All-Star Game held in Houston. We will end up with a year-and-a-half of branding the All- Star Game mark from the time we unveiled the logo in July of 2003 through the end of the 2004 season.
Rob Matwick
Senior Vice President, Operations & Communications
Houston Astros Baseball Club
Houston, Texas
When preparing to change the name of the facility, it’s imperative to take a full inventory of all signage, stationary, napkins, cups, envelopes, ticket envelopes, etc. It’s recommended to have the items changed and ready for roll-out. You don’t want to change the name of the facility and still have items with the old name and logo on it. It’s also best recommended to have the name change prior to the start of the sports season. Again, it’s difficult to change in midseason and it would be very hard to get people to call your facility by its new name if the old name and logo are still on the ice and court.
We sent out notification cards to members of the media, season ticket holders, sponsors and premium seating customers that said, “Only the name has changed, the highlights and memories continue.” We also created a media advisory board and coordinated the day the new sign was up, all stationary in place and an event that night, to release to media and generate the awareness of the name change.
Ike Richman
Vice President of Public Relations
Global Spectrum
Philadelphia, Pennsylvania
Obviously there are numerous variables. The media is the one group which you have to pay close attention to, depending upon the type of venue. One thing which I have found successful (for music venues) is to put together gift packs of various items related to the name change and deliver to the program directors of the most important/influential radio program managers. The delivery is timed to coincide with the issuance of the press release and/or the press party announcing the name change. It makes them feel special and gives you the opportunity to put your new name in front for maximum awareness.
Larry Fontana
Vice President and General Manager
NOKIA Theatre
Grand Prairie, Texas
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