New name for Qwest Center
The Qwest Center Omaha has had a nice run.
But change is coming.
By the end of August, the facility will don the name of CenturyLink, the Monroe, La.-based telecommunications company that is expected to close its $22 billion merger deal with Qwest Communications on April 1.
CenturyLink's name and green sunburst logo will replace everything from trash cans and hand dryers, to uniforms and the giant outdoor signage that currently carries the name Qwest and its Q emblem.
CenturyLink will pay for the
expansive branding makeover, bringing a new flavor to
All Qwest properties including Qwest Field in Seattle, home to the National Football League's Seattle Seahawks and Major League Soccer's Seattle Sounders, and Qwest Arena in Boise, Idaho will transition to the CenturyLink name and brand, said Danny Pate, who will serve as vice president and general manager for Nebraska operations.
Additionally, the company will
swap out the Qwest signage atop the Omaha World-Herald building
All Qwest properties will adopt the CenturyLink name, Pate said in a statement.
CenturyLink and the organization
that operates the Qwest Center Omaha did not disclose the costs
associated with renaming the
CenturyLink's consultant has visited Qwest Center Omaha and has an accurate count of our inventory, said Roger Dixon, president and chief executive of the Metropolitan Entertainment and Convention Authority. We expect a change may occur, but we haven't been informed one way or another.
Denver-based Qwest inked the $14.05 million, 15-year naming rights deal with MECA in 2003.
Post-merger, the two telecommunications companies will undergo a strategic branding initiative with advertising and educational material for consumers who aren't familiar with CenturyLink, a Qwest spokeswoman said.
Those initiatives will be
tailored to each market. In the
That way, customers will learn that the companies are working together versus seeing just the CenturyLink name and logo and possibly growing leery of the newcomer, said Joanna Hjelmeland, the Qwest spokeswoman.
If the latter were to happen, competitors potentially could swoop in and take advantage of customers wanting to ditch their service because of the unfamiliarity with CenturyLink.
Qwest is not going away. The brand will, eventually, but the company isn't going away.
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