BRANDING WITH PARTNERS

From rebranding efforts to new management companies, university top stops are taking the necessary steps to set venues apart in competitive landscapes.
Michigan State University’s Wharton Center for the Performing Arts in Lansing commissioned Chicago-based Prophet in August to develop a new look and mission for its brand by next fall.
“Some elements are part of our 35th anniversary season,” said Diane Wilcox, the center’s director of marketing. “It’s about who we are and who we aspire to be, which is more than a presenter.”
In celebration of its 40th year, Frank Erwin Center at the University of Texas, Austin, has rolled out a new logo and website page, with more changes on the way, according to Liz Land, assistant director of marketing/sales & digital media.
Like non-university facilities, these facilities are becoming centerpieces of new development.
Colonial Life Arena at the University of South Carolina, Columbia, is now part of a completed city growth project called Foundation Square. The venue sits in the center of new housing, retail and restaurant space.
Iowa State Center at Iowa State University in Ames and Orlando, Fla.’s CFE Arena are booking dates further out, which is a new development, according to Brian Hixenbaugh, CFE Arena’s general manager.
“I have one November date and two December events booking now, which is not the norm,” said Hixenbaugh. “It’s all about traffic and how to get in front of it.”