The home of the St. Louis Blues won’t be the only property on the popular downtown block to undergo a name change this year.
Months after revealing that the Scottrade Center would be renamed the Enterprise Center (as in the rental-car company), it was announced that the Peabody Opera House is now the Stifel Theatre (as in the financial firm).
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“Having two staples of our community come together for this agreement is a big moment for everyone who loves and believes in St. Louis,” Chris Zimmerman, president and CEO of the St. Louis Blues, Enterprise Center, and Stifel Theatre stated in a news release. “Stifel Financial Corp. has shown an incredible level of commitment to the St. Louis community during more than a century of operation here, and this is yet another example of its efforts to cultivate economic growth for our urban core and make our downtown one of the premier entertainment destinations in the Midwest.”
In 2010, the Blues ownership group and developers Chris and Joe McKee announced plans to renovate the former Kiel Opera House, which had been unused for nearly two decades. After undergoing a dramatic $79 million renovation, the venue reopened in October 2011. At the time, the group had reached a naming-rights deal with St. Louis-based coal company Peabody Energy.
“We would very much like to thank Peabody, which has its global headquarters in St. Louis and has been an essential part of bringing a historic building back to life through its naming-rights sponsorship,” Zimmerman said in the release.
Now, St. Louis-based Stifel Financial Corp. has signed a 10-year naming rights deal. “Stifel’s roots in downtown St. Louis date back to 1890, and we’re excited to lend our name to another local institution through our sponsorship of the Stifel Theatre,” said Stifel CEO/chairman Ron Kruszewski.
Financial terms of the deal were not disclosed.
