DIARY: Arena is at center of TX name game

Quick gym quiz: what do you call a large building used for sporting events with seats arranged around an open space? If you answered ’arena,’ Dallas’ LeMaster Group would make you run laps.

Quick gym quiz: what do you call a large building used for sporting events with seats arranged around an open space? If you answered ’arena,’ Dallas’ LeMaster Group would make you run laps.

Quick gym quiz: what do you call a large building used for sporting

events with seats arranged around an open space? If you answered

’arena,’ Dallas’ LeMaster Group would make you run laps.



The agency, with help from Allyn & Co., is trying to convince Dallas

residents to call a new sports facility a ’center’ instead of an

’arena.’ Why? American Airlines, which bought the naming rights for the

building, also plopped down millions for the privilege of naming a

just-opened Miami venue ’American Airlines Arena.’ Hence the Dallas

facility will be called ’American Airlines Center.’



Try explaining that to the locals, who’ve called the project an arena

since its proposal in the mid-’90s. ’It’s a hard habit to break,’ admits

project leader Lisa LeMaster, noting that at least one trade publication

has confused the two in print.



Newsrooms have been flooded with gifts (notebooks, mouse pads) bearing

the slogan, ’Say whatever you like, as along as you get the name right.’

Now, if only the Dallas Mavericks could get a good center on the

court ...



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