Detroit's famous State Theatre has changed its name to The Fillmore Detroit. No, the first artist to play at this newly branded venue will not be the Allman Brothers Band, but instead will be Fergie. Yet, in Fillmore tradition, there will be a basket of apples in the lobby, and the decor will be vintage Fillmore.
Clearly, the Fillmore brand means a great deal to Classic Rockers, but nothing special to Gen Y's. Yet, a simple re-branding effort can renew interest in this facility, and help make it buzz-worthy and special. This was clearly part of what The Hog in Milwaukee was thinking when they "re-branded" away from the old Lazer moniker.
If it were me, they would have called it The Fillmore Midwest. But it's an interesting concept at a time when the concert business is soft, and the economy here in Detroit is softer. What does your brand say about your station, and in some cases, does the cost of re-wrapping the van or printing new stationery stand in the way of a makeover?