The Toronto Skydome was opened in 1989 and is famous for its fully retractable roof. It can seat up to 50,000 people and in 1993 the Toronto Blue Jays beat America at something for the first time since 1812. I saw my first concert (N’Sync), my first baseball game and my first Powwow there. Its amazing use of technology, versatility and epic name made it one of the world’s most popular entertainment centers.
The building underwent much needed renovations and was bought by Rogers Communications Inc to ensure the building was kept in ‘Canadian hands’. On February 2, 2005 the building officially had its name changed to the Rogers Center.
Passing by the Dome, driving into downtown Toronto, you cannot miss the massive structure that looks less like an entertainment hub and more like a billboard with ROGERS slapped onto the side of it. The power of capitalism comes forth in this renewal project. There is something uneasy about big companies buying up devalued landmarks and naming it after themselves. BUILDING BRANDING. Thinking about cell phones and internet is exactly what they want when you think about this building but it doesn’t seem like the most appropriate approach. The name change is justified by the amount of money invested in the building’s restoration thus making it difficult to criticize. For many this change is not harmful, only annoying.
The building remains in good working order and in Canadian hands, so what is the big deal? Perhaps it is habit or perhaps my refusal to buy into the lack of creativity in the new name but I have not yet referred to it as the Rogers Center. It is and will always be the Skydome to me… Rogers customer service is no good anyway.
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