Entertainment venues such as the Jackie Gleason Theater in Miami used to be named as such – after a person of interest and it was both commemorative and honorable to do so. Today, thanks to out of control marketing, our entertainment venues are named after corporations. These names are not only obnoxious but also confusing. Every time the venue is acquired by a new corporation, the name of the building is changed to match the corporation name – as in the Office Depot Center here in greater Fort Lauderdale. But wait, is that still the name? I heard an advertisement for something to be held at the Target Center – is that the same place? Or is the Target Center a new building I didn’t know about? You can see where the confusion lies. The Jackie Gleason Theater has been called that since I’ve lived here and I know exactly where it is.
Marketing has always been annoying to me but I suspect this trend is also irritating to many others. It is a practice that needs to stop immediately. Let the corporations that own the venue put up a huge logo on the building – I don’t really care about that. But the name of the facility should always be the same. I’ve heard it is bad luck to change the name of a boat – it can’t be good for a building either. If you want people to show up at your event – let them easily know where it is.
I think the Office Depot Center (Target Center?) would be much better named something recognizable and permanent – like the denbec Center. It does have a ring to it.
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