…as of today (July 1), the building where the Leafs and Raptors play is now officially The Scotiabank Arena. The naming rights of The Hangar (as it was known to some) has reverted to one of the big banks for a fee of $800 million over 20 years. Apparently, Scotia is richer than we think.
Scotiabank has been working hard to be associated with hockey across the country for the last number of years. Having their name on the best-known rink in the country is a big deal from a marketing point of view–and, obviously very expensive.
And the investment goes beyond just a new name and some new signage, so a full transition from one branding to another is a big deal. There are more than 150 categories branded Air Canada that need to flip over to Scotiabank. What will stay the same? The criss-cross spotlights will be part of the new logo.
Each corner of the building will have new full-motion video screens. They will stand out against a new colour for the roof, which will be turned black. A new HD screen will replace the eight-year-old unit in Maple Leaf Square. Gates 2 and 6 will be reconfigured to shorten queues of people waiting to get in. A new 6,000 square-foot restaurant with theatre seating is being built in the northeast corner.
How long will it take for us to get used to the new name? Thirteen years after it became the Rogers Centre, I still often call it the Skydome. To me, the big arena in downtown Hamilton is the Copps Coliseum. This adjustment is going to take some time.
“ACC” was so much more fun to say that “Scotiabank Arena.” Suggestions for shortening that up into something a little more pithy?