For the third time since it opened in 1994, the St. Louis Blues’ home arena is changing names.
In a press conference held Monday, the Blues announced Scottrade Center will become Enterprise Center effective later this summer.
Enterprise Holdings, the Clayton-based company owned and operated locally by the Taylor family, has signed a 15-year agreement with the option to extend the naming rights for an additional five years. Enterprise Holdings also owns and operates Enterprise Rent-a-Car, National Car Rental and Alamo Rent a Car.
“When we were assembling our ownership group several years ago, we knew that if we were going to put the Blues back on solid ground we needed highly respected, committed St. Louisans to join our group,” Blues Chairman Tom Stillman said during the press conference. “Sure, we wanted people who loved hockey and loved the Blues, but even more importantly we wanted people who were committed to doing the right things for St. Louis. Now of course the Taylor family epitomizes that kind of commitment.”
Andy Taylor, Executive Chairman of Enterprise Holdings, and Jo Ann Taylor Kindle, President of the Enterprise Holdings Foundation, were both on hand to help make the announcement of a long-term partnership between the two organizations.
“What a showcase for our brand and what a marriage for two proud St. Louis organizations,” Taylor Kindle said.
Senior Vice President and Chief Marketing and Communications Officer of Enterprise Holdings Pat Farrell noted that Enterprise has been a NHL-wide sponsor since 2009 and added that the new partnership is a good fit for both organizations.
“Today’s announcement makes sense for a lot of reasons but first and foremost the Blues and Enterprise are both St. Louis originals,” Farrell said. “Last year both of these organizations celebrated milestone anniversaries — 50 years for the Blues and 60 for Enterprise.”
The Blues have been looking for a new sponsorship since late last year after TD Ameritrade announced it had acquired Scottrade Financial for $4 billion in September with no intention to keep the naming rights. That deal was to run through 2021.
The arena has been known as the Scottrade Center since 2006, when it took over for Savvis Communications, which paid to get out of its naming rights deal. Prior to that it was known as the Kiel Center from 1994 to July of 2000.
The Blues are currently in the midst of a 3-year renovation plan. Earlier this year, the arena underwent $30 million dollars in renovations which included a brand new scoreboard, better ice system and enhanced seating near the Blues attacking zone.