Live Nation Announces Fair Park Amphitheater Name Change: Center Will Now Be Called The Gexa Energy Pavilion

Categories: DFW Music News
Welcome to North Texas, dudes!
After three years of existing under the name of Center, the Live Nation-owned and -operated concert amphitheater located in Fair Park announced today a new corporate sponsor for its facilities -- and with it, yet another name in a long line of names.

Since opening in 1988 as the Coca-Cola Starplex Amphitheatre, the Fair Park concert venue has held many names -- Starplex (which became the official name in 1998 after the venue's Coca-Cola sponsorship expired), Smirnoff Music Center (which took over the rights in 2000) and Center (which held the naming rights since January 2008) -- and, now, it has a brand new one. Effective immediately, Live Nation representatives announced today at a press conference held at the House of Blues' Foundation Room, the venue will now be known as the Gexa Energy Pavilion.

Gexa Energy, a Houston-based electricity provider, becomes the venue's fourth corporate sponsor in its 23 year life span. That company's director of marketing, Victor Howard, described today Gexa Energy's purchasing of the venue's naming rights as "by far the most notable sponsorship our company has ever undertaken."

The naming rights deal negotiated, Live Nation senior vice president Danny Eaton tells DC9, is a three-year deal with options for an extended relationship. Terms of the deal were not disclosed. Eaton also declined to share whether any North Texas-based companies had made any offers to get involved in the naming rights negotiations.

Nonetheless, it's an interesting move for Gexa Energy, which, up till now, hasn't held much, if any, of a reputation in the North Texas market. And that's exactly the company's motive in purchasing the naming rights, explains Howard.

"It's all about the chance to have the breadth and longevity -- and the chance to have a strong foothold in the North Texas area," Howard says.

The real question, perhaps, is whether anyone will bother to use the new name in informal  discussions -- even amidst the Smirnoff and eras, fans in the region still referred to the venue as, simply, the Starplex. As for us? Well, we like this suggestion, which came from one of our Twitter followers in the immediate wake of our passing along of this information there about an hour ago: Really, why not refer to it now as the Gexaplex? I mean, it's kind of catchy. Right?

Location Info


Gexa Energy Pavilion

1818 First Ave., Dallas, TX

Category: Music

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It will always be the Starplex. Unless Gexa wants to pay me 50 cents each time I say Gexa Energy Pavilion. No, screw it. Let’s just all agree it is the Starplex. And that means you too media. Unless you are getting some type of kickback, just call it the Starplex in your print and broadcast stories.


Still a kick ass place to see a show! With the exceptions of outrageously priced beers, the sound and security are always spot on!


I enjoyed the near-tongue twisting and time-wasting "super pages dot com center". because it usually stopped any conversation concerning it with: "you mean the starplex?"


I refer to it as the place I hate most seeing a concert. I have to really want to see the performer before I buy a ticket there and even then I sometimes pass. Instead of just changing the sign on the door they should put some money in fixing up the place.


yeah I like Gexaplex. to me it will always be The Shed.


Agreed need new video screens these are as old as the Starplex! Need LG or Samsung to sponsor some High Def Video for the lawn seats!

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