Cool Blog Name to Come

Weekend report

- June 24th, 2012

I worked all weekend. All the reporters here have to work weekend shifts in a rotation that spreads the pain around.

How was your weekend?

On another note, what do you think of the plan to rename the John Labatt Centre Budweiser Gardens?

I remember when they renamed the SkyDome, one radio announcer refused to call it the Rogers Centre. All he would say when reporting ball scores was that the Blue Jays played in a “corporately named” stadium.

My solution would have been to re-christen it the Rogers SkyDome, which would have satisfied the corporate bosses and traditionalists too. It’s that simple.

Categories: News

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11 comments

  1. a says:

    Looks like the reputation London has for being a test-market is playing out in ‘testing’ the idea of naming a venue not after a corporate sponsor, or benefactor, but rather an actual product brand-name.

    I’d venture to guess there are a lot of corporations watching this to decide if they’ll follow suit and if the trend will catch on. In the works are “Vasigil Place”; “Kotex Centre”; “Arrid Extra-Dry” Arena.

  2. Charlotte says:

    John Labatt Centre was a very clever way to include corporate sponsorship while simultaneously paying homage to local history. Good for the city, good for Labatts.

    As for the new name, I like that it’s ‘Gardens’ and not ‘Centre’. I’m not personally a fan of new brand of beer, and not a fan of how it simply feels like a corporate name (I know it was before, but it was clever).

    HOWEVER… if London is serious about becoming a place to be (I believe that was the point of letting music festivals go loud and long), then a name with international recognition is going to help. Someone from Alabama is going to go ‘John laWho Centre?’ Now they’ll know we’re big time, since they know what Budweiser is. (And we can fool European tourists into thinking it’s named after a European beer…)

  3. Tom Brown says:

    ‘Beer garden’ seems an odd image for that building and its uses. And implies that drinking is allowed.
    Some from southern US did get up to Canada to attend events at the O’Keefe Centre in its day and even Massey Hall, as we managed to discover Madison Square Garden in New York.
    An American beer brand association seems to be the basis of a marketing plan to up sales of this brand. Whether this is in the best interests of London taxpayers remains to be seen. Not happy with the secrecy over the amount of money that is changing hands – is the term still a decade?
    What about the money invested to date in the JLC label for the skating next year?

  4. pinkypie says:

    I’m with Charlotte…I like the new name. Some of the comments I’ve read (not here) and some of the reasoning for not liking the change is just down right silly! For goodness sake, they’re not changing the name of Labatt’s Brewery! It’s not like this will be a snub to Labatt’s….They’re the ones that want the change! I think “Budweiser Gardens” has a nice ring to it. They can go ahead with it now…they have my blessing LOL!!!

  5. question says:

    I wonder what will happen if during the sponsorship naming period consumer taste changes (as fickle consumer taste always does) and people do not respond to Budweiser. Perhaps it might even engender a negative consumer association. Just because the brand is currently ascendant and popular doesn’t mean it will always have the same cache a few years down the road…and guess what we’ll still be stuck with a toxic name of an addictive unhealthy product.

    Consider what would have happened had Coca-Cola nemed a facility “New Coke Centre” or if Ford had named an arena “Ford Pinto Place” or any other name from the Product Hall of Shame?

  6. pinkypie says:

    Besides, you know the name will get shortened and I like the sounds of going to “The Bud” to watch a game…

  7. Charlotte says:

    @ question

    That’s the beauty of ‘Budweiser’. It’s been a stable brand for well over 100 years.

    In the unlikely event people suddenly hate it in the next 10 years, InBev owns many other brand names.

    However, if InBev itself completely implodes, we can sell the naming rights to Budweiser of the Czech Republic, which predates American Budweiser by 100 years. We wouldn’t even have to change the signs!

  8. Cynic says:

    I also like the John labatt center and never knew why it was not called the John?? And frankly, since every town in no america has an arena of some sort, I don’t understand what this international reputation Charlotte started yaking about. If you find more than 10 people a year travel specifically to go to an event because of the name of an arena, I will pay you $100 for each of their names. I have some Tropicana Stadium land to sell them in Florida.

  9. Charlotte says:

    Cynic, if name recognition didn’t matter, we wouldn’t be discussing why the name of the arena matters.

    We might agree that it’s a silly reason to choose to go someplace, but it’s the truth.

    I am sorry I don’t have a list of people who will go someplace they’ve heard of.

  10. question says:

    @ Charlotte…Good points. I also did a little research and found out that part of the naming contract gives the “namer” the right to withdraw or change names at will. Perhaps if InBev’s new acquisition of Mexican beer Corona takes off, maybe next year they’ll decide to switch it to that name. It’s all up to them. City residents get no say whatsoever.

    I for one though have decided to get into this naming game too. I’m going to give Budweiser naming rights to my front porch, That’s why I’m starting a pile of empties there. Maybe when the corporate honchos drive by they’ll be so impressed by my “marketing skills”. the’ll drop me a few bucks too.

  11. question says:

    Let’s sing it…”sign, sign everywhere a sign….”

    How long before there’s corporate namng of Everything in this town?

    Starting with every building in the downtown…oh wait, I guess Farhi already has that idea covered. There’s name recognition for you. And he didn’t have to pony a penny to the City for all of his naming rights. Sweet deal.

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