Allen Johnson
Welcome to the historic confines of (Your Name Here) Coliseum.
The building formerly known as the Greensboro Coliseum has been rechristened First Horizon Coliseum. For now.
Odds are it will be called something else in the future. And something else after that.
That's how the corporate name game works. Tradition lasts only as long as a contract.
And in this case the contract with Memphis-based First Horizon Bank lasts 10 years.
The terms of the deal -- $1 million per year -- are not insignificant. But a building steeped in so much history deserves better.
Time was when even the very idea of slapping a corporate name on the coliseum was considered heresy.
Remember 1999, when Matt Brown, then the coliseum's director, suggested selling naming rights to the venue?
Neither the City Council nor local veterans were amused. Nor was the public at large.
Brown fumed that the council was being "shortsighted."
The council was even less amused. Brown was made to apologize. Sort of.
"The city manager has brought to my attention that certain comments attributed to me ... were inappropriate," Brown said in a written statement to the council. "... I sincerely apologize to each of you, if the remark 'short-sighted' offended you."
The council then voted unanimously to keep the formal name as it had always been: the Greensboro War Memorial Coliseum Complex.
As some of us know, and many may have forgotten, the coliseum, which opened on Oct. 29, 1959, was originally built as a memorial to Greensboro's World War II and Korean War veterans.
Further, state lawmakers authorized and voters approved bonds to finance the building with the understanding that it would honor veterans.
That's why the coliseum's performing arts hall was called "War Memorial Auditorium."
And why the coliseum's volunteer advisory board is still called the War Memorial Commission.
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And why the News & Record declared in a Aug. 18, 1999, editorial: "When the City Council voted to keep the words 'War Memorial' on the coliseum, it was adding an official voice to those who were saying that some things simply are not for sale."
Oh well ...
Incidentally, the city attorney's office said back then that the name could not be changed without an act of the legislature.
How are things different now?
Winston-Salem readers may remember a similar discussion about Lawrence Joel Veterans Memorial Coliseum.
Wake Forest University, which bought the Joel from the city, was interested in selling naming rights.
And it presumably still is.
But in 2013, city and university officials agreed to keep the Joel name (in honor of a local war hero) and veterans memorial designation on the arena's facade and marquee. Wake also agreed to bestow that name on the coliseum's lobby and nearby monuments.
Not so long ago, even the prospect of sponsor names was considered a serious and consequential thing, especially for the most venerable stadiums and arenas.
Now it happens nearly as fast as you can sign the dotted line.
In Greensboro's case, there was an announcement followed quickly by a news conference where all in attendance shared platitudes and congratulations about the wonderfulness of it all.
And, by the way, if the new name sounds familiar, there's a good reason.
First Horizon Park was the original name of the Greensboro Grasshoppers' home field, which became New Bridge Bank Park in 2007, which became First National Bank Field in 2017. So even if First Horizon Coliseum begins to grow on you, don't get attached.
With corporate naming rights comes a state of permanent impermanence. Here today. Gone today. (OK, in 10 years.)
There's the loss of Greensboro in the name. There's the loss of historic tradition. Some places simply weren't meant to have corporate names. Can you imagine Tostitos Lambeau Field or GoDaddy Fenway Park?
Finally, there's the McDonald's effect, in which case a corporate sponsor (bless its heart) puts its name on the more than venue at the same time. Hence the name isn't even unique.
For a while, N.C. A&T's football stadium was named BB&T Stadium, Wake Forest's football stadium, BB&T Field. In 2020, they became Truist Stadium and Truist Field, respectively, when the sponsoring bank changed its name. Today, A&T's football home is still Truist Stadium. Wake Forest's is now Allegacy Federal Credit Union Stadium. (There'll be a quiz later.)
As for the Greensboro, uh, First Horizon Coliseum, there's at least one saving grace: If you don't like the current name maybe you'll like the next one.
Or the next one.
Or the one after that.
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