CLEVELAND — Cavaliers chairman Dan Gilbert expects some skepticism over Tuesday’s renaming of Quicken Loans Arena to Rocket Mortgage FieldHouse, similar to the feedback he received when his company purchased the naming rights in 2005.
“I know that sometimes change, you get a little resistance and people say, ‘Why are they changing it?’ and ‘How’s that name going to work?’” Gilbert said at a press conference Tuesday at the FieldHouse. “We heard that initially when it was the Gund Arena to Quicken Loans Arena. I think after time there will probably be some kind of short nickname that takes place naturally and it will fit right in perfect with Cleveland, Ohio for a lot of reasons.”
As Quicken Loans, America’s largest residential lending corporation, aligns its branding with Rocket Mortgage, the first completely digital mortgage experience, Gilbert sees parallels between the city and the new name.
“When you think of rock, you think of the Rock & Roll Hall of Fame, you think about the basketball being a rock, you think about house mortgage, did you catch that, that was just lucky, that came at the end. We’re very excited to marry it up in one brand.”
Opened in November, 1994, the arena is undergoing a $185 million transformation, which began immediately after the 2016 Republican National Convention. The official reveal will be Sept. 30 for a concert by The Black Keys.
One of the unique features will be an LED installed in the ‘O’ in Rocket Mortgage FieldHouse signs on East Fourth and East Sixth streets that will reflect what’s going on in the building. For example, the ‘O’ could be a basketball, a musical note or a hockey puck.
Cavs players Kevin Love, Jordan Clarkson, Larry Nance Jr., Tristan Thompson, Cedi Osman, Collin Sexton, Brandon Knight and Ante Zizic attended the press conference, along with Cavs CEO Len Komoroski, General Manager Koby Altman, Quicken Loans CEO Jay Farner, Cleveland mayor Frank Jackson and Cuyahoga County executive Armond Budish.
Marla Ridenour can be reached at email@example.com. Read the Cavs blog at www.ohio.com/cavs. Follow her on Twitter at www.twitter.com/MRidenourABJ.