Only One Name is Appropriate for Augusta’s Arena

Do you want to see the Reverend Al Sharpton and President Donald Trump angry and working together to defeat a terrible idea?  

Just tell them you are about to take James Brown's name off Augusta's new $250 million arena and see what happens. 

This week the Augusta-Richmond County Coliseum Authority offered an update on the continuing construction of the facility that will replace the recently demolished James Brown Arena. They dropped a bombshell in the process. There is a distinct possibility that the new venue will no longer bear the name of the most famous entertainer to call Augusta, or Georgia for that matter, home. 

This would be a horrendously disrespectful, shortsighted, and yes, stupid move. 

In the interest of full transparency, it should be noted that I, as a member of the Authority between 1997 and 2002, was the guy who first made the motion proposing to change the name in honor of the Godfather of Soul. That was on May 23^rd, 2000. 

Because of silly infighting and political differences, the Authority did not get around to approving my proposal until August 2006. Thank God James Brown and his family were able to celebrate that honor, as we sadly lost him a mere four months later. His public funeral, held at Mr. Brown's namesake arena, was filled to capacity with family, friends, fans, and fellow superstars. Michael Jackson, Stevie Wonder, Little Richard, and many others came to Augusta to mourn his passing and recognize his contributions. None of us need to argue his importance. The greatest names in the history of entertainment already did that. 

I certainly understand that the Coliseum Authority is doing its level best to make the new facility as financially successful as possible. Still, they must know that ripping the name of an internationally beloved icon off the marquis in the process is not the way to do it. 

I have been told naming rights are worth - at minimum - $750 thousand a year, and that several interested entities are stepping forward. One wonders if any of those prospects recognize the cloud that will hang over that process if they do succeed in removing James Brown’s name from the building.  

Mr. Brown's surviving family is rightfully livid over the proposed name change, and quite frankly, so are a lot of people, quite a few with real pull, in this community. 

The only individuals I have ever met who didn't appreciate the effort to rename the venue when I made the proposal 25 years ago were either ignorant, racist, or both. No doubt those fools will be the only ones happy to hear this latest development. Still, we must be realistic. I believe in this instance, the oft-celebrated business sense of the Godfather of Soul would be honored if a compromise were reached. I believe we could have the benefit of a real sponsorship and keep the iconic name. 

A completely new name for the new arena? No. 

We need to nip that horrific notion in the bud pronto, diffusing any ill will. Instead, let potential stakeholders know if they step up with sponsorship dollars AND the foresight to keep Mr. Brown’s name in the mix, it will make them heroes in the process. 

How about "The (insert name here) Stage at James Brown Arena," or "The James Brown Arena at the (insert name here) Entertainment Complex." 

Problem solved. 

If the Authority doesn't fix this problem pronto, they will be unleashing a world of hurt they apparently had no idea was coming. 

And unlike Dr. Ricardo Azizz, best remembered for his bungled rebrand of Augusta University, our local Coliseum Authority members will not have the ability to leave town on the next train, no matter how badly they may want to.