PEORIA, Ill. – For the first time in the 42-year history of the facility, a portion of the Peoria Civic Center will have a name attached to it.
Civic Center and city leaders announced Friday a naming rights deal for the theater, to be known as the Prairie Home Alliance Theater.
General Manager Rik Edgar says it’s a seven-year deal with Prairie Home Alliance, but says the financial details of the deal are still being finalized.
Edgar says the deal came together organically, because PHA employees and leaders have always been at PCC events, or helped on its board. He says there were other potential suitors for the naming rights and discussions were had, but says they wanted a partner who would do more than just name the building.
Edgar says the theater has carved out a niche in the Midwest, and it was time to give it an identity of its own. And he says giving the theater a name can help it stand out on its own locally, and nationally.
“When you have a unique name, it helps you carve out, so when they’re looking at 40 venues, they’re just not seeing Peoria Civic Center, they now know there’s a theater in Peoria, and they’re gonna learn more about us,” Edgar said.
Edgar says the naming rights deal is part of a big year for the theater, with planned improvements and shows lined up. Those shows include comedian Jo Koy on January 23rd, Neil DeGrasse Tyson on April 25th, and the Wicked touring show for two weeks in mid- to late-August.
The Prairie Home Alliance Theater is currently the only part of the Civic Center with a naming rights deal. Edgar says the whole complex can be an opportunity for more naming rights deals.
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