Augusta Commissioner Al Mason gave an impassioned speech from the commission dais on Tuesday that was long on emotion and short on facts.
No, the Coliseum Authority did not “fraudulently deceive” anyone.
First of all, Augusta does not have a “James Brown Arena Authority,” it has a Coliseum Authority, and if they decide to sell the naming rights to the new arena, then that is well within their scope of authority. After all, it was the Coliseum Authority that made the decision to name the old arena after James Brown, not the Augusta Commission.
Mason also slyly used the race card in suggesting the “Black community” only came out and voted for a new arena because it came with the name of James Brown. Does he really think Black people in this community are that shallow and easily led?
We would be willing to bet that if Augusta voters were given the choice of keeping the arena name or giving up the possibility of a $750,000 annual paycheck in the form of naming rights, they would vote to receive the check.
It is just sound public policy when operating a costly arena.
The fact is, modern entertainment complexes sell sponsorship naming rights. Not only are amphitheaters and arenas given corporate monikers, but so are sky boxes and meeting and conference rooms. If they could get away with it, they would sell the naming rights to the bathrooms and parking lots.
The city of Savannah receives a $680,000 annual payment by Enmark Convenience Stores for the naming rights to their arena. This money can make all the difference in the world in trying to run a facility that rarely makes a profit through ticket sales and concessions alone.
There is no reason why the Coliseum Authority can’t sell the naming rights for the arena and still name the overall facility, of which the Bell Auditorium is a part, the James Brown Entertainment Complex.
Before we all get caught up in emotion, and start calling for removal and replacement of the Coliseum Authority, it is important that we look at the big picture and not sell ourselves short over a name.
