No more concerts at the Air Canada Centre because…

No more concerts at the Air Canada Centre because…
Scotiabank has been working hard to be associated with hockey across the country for the last number of years. A new 6,000 square-foot restaurant with theatre seating is being built in the northeast corner. “ACC” was so much more fun to say that “Scotiabank Arena.” Suggestions for shortening that up into something a little more pithy? Gates 2 and 6 will be reconfigured to shorten queues of people waiting to get in. 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. 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. What will stay the same? This adjustment is going to take some time. Thirteen years after it became the Rogers Centre, I still often call it the Skydome. Each corner of the building will have new full-motion video screens. 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. There are more than 150 categories branded Air Canada that need to flip over to Scotiabank. …as of today (July 1), the building where the Leafs and Raptors play is now officially The Scotiabank Arena. A new HD screen will replace the eight-year-old unit in Maple Leaf Square. How long will it take for us to get used to the new name? To me, the big arena in downtown Hamilton is the Copps Coliseum. They will stand out against a new colour for the roof, which will be turned black. The criss-cross spotlights will be part of the new logo. Apparently, Scotia is richer than we think.