Name Game

Name Game Last night, Houston’s Reliant Stadium hosted the Final Four NCAA championship game, and one must wonder: “Who is Reliant?” Well, it is an energy company (no, not related to Enron) who I’m sure paid a boat-load for the stadium’s naming rights. Every stadium, arena, and relevant theatre gets a name, and it’s worth a bundle. Last week I attended a New York City Broadway show and settled into a comfy seat significantly funded by, and named for, a private benefactor. Development may be slow to recover, but as the tide turns, you can bet that big buck naming rights will continue to play an important part in the mixed-use development process. Corporate dollars are all about branding. Private dollars are all about legacy. Either way, it’s good.