New name for The National Trade Centre

Canada's largest exhibition and convention facility re-named Direct Energy Centre(TM)
TORONTO, Feb. 20 /CNW/ - Direct Energy, North America's largest
competitive energy and related services provider, and Exhibition Place today
announced that they have signed a multi-year sponsorship agreement. The one
million square foot facility formerly known as The National Trade Centre will
be re-named Direct Energy Centre - An Exhibition & Convention Centre.
The ten-year, $7 million agreement includes title sponsorship of the
centre, creation of a new logo, exterior signage and a public education space
featuring an interactive energy education exhibit. Details of the arrangement
and the Direct Energy Centre's re-branding launch will be made public in
spring 2006 during a special event.
"Direct Energy Centre will be a wonderful venue to showcase our energy
management, service and technology capabilities, and we are extremely proud to
have our name on such a prominent and important building in the city," said
Bob Huggard, President, Direct Energy Canadian Operations. "Direct Energy
remains committed to being actively involved in the communities in which our
employees and customers work and live."
The naming rights fees will be used to invest in energy conservation at
Exhibition Place. Direct Energy will also work with Exhibition Place to
develop a unique solution to help it achieve its goals of energy efficiency
and self-sufficiency and environmental excellence. Ultimately the facility
will be a showcase that demonstrates commitment to conservation.
"Our goal with this relationship and in particular with the new
interactive energy education exhibit is to inspire visitors to consider new
behaviours in energy efficiency that will transform how we use and think about
energy," Mr. Huggard continued. "We also look forward to working with
Exhibition Place to help it achieve its objectives of becoming a model in the
field of energy efficiency."
"We are pleased to announce that our facility will be referred to as the
Direct Energy Centre, as of summer 2006," said Exhibition Place Chair and
Deputy Mayor Joe Pantalone. "This relationship with Direct Energy will prove
to be another major step toward energy self-sufficiency for Exhibition Place.
With the support of Direct Energy, the Direct Energy Centre will be a
showplace of cutting-edge conservation practices as well as North America's
best exhibition and convention destination."

Ugh.

"We are pleased to announce that our facility will be referred to as the...

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Does anyone else hate naming rights as much as I do? Makes me want to go to the SkyDome and yell out at the top of my lungs that the O'Keefe Centre is here to stay, the Leafs will play at the new Maple Leaf Gardens, I'm going to see the Marlies at the Coliseum, a play at the Pantages, and a musical at the North York Centre for the Performing Arts.

Grrrr.

This one is particularly bad, partly as this has been a name that has existed for years before naming rights were sold off (like SkyDome) and had a nice, classy, established name to boot. Secondly, sports venues and concert halls are more likely have naming rights when they are built, I haven't heard of major convention centres named for corportations before.

For those two reasons, I don't get too annoyed about the ACC, or the Four Seasons Opera House. SkyDome and the the National Trade Centre are different stories.

Is the expansion for the Direct Energy Centre still on the boards?

The naming rights fees will be used to invest in energy conservation

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I believe it's an excellent investment towards energy conservation projects at Exhibition Place.

However, I question the $7 million price tag. I believe renaming the National Trade Centre is worth much more than that over 10 years.

rdaner,

The expansion westward is still in our long term plans, however with no real target date.

The proposed hotel across the street can be considered dead.

Louroz

However, I question the $7 million price tag. I believe renaming the National Trade Centre is worth much more than that over 10 years.

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Air Canada paid C$40 million over 20 years
Richoh paid C$10 million over 10 years

How much in naming rights fees could be fetched at Metro Toronto Convention Centre, Toronto Zoo or the new soccer stadium at Exhibition Place?

Let the bidding begin.

Does anyone else hate naming rights as much as I do? Makes me want to go to the SkyDome and yell out at the top of my lungs that the O'Keefe Centre is here to stay, t

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Uh, just so you know the O'Keefe Centre was named after the beer company that paid for it.

That's a horrible name, but wasn't this announced a long time ago?

Meh. I've accepted Rogers Centre, I can handle this.

Shawn speaks.

Interesting to note re the name, though, that the Trade Centre is on the site of the Electrical Building (1928-1972), which used to sit across from the Automotive Building...

That sounds like what they should call the Portland's power plant project.