Affinity Credit Union and the City of Estevan have announced that the Spectra Place events centre will be renamed Affinity Place, effective January 1, 2014.
After the partnership between Affinity and Spectra Credit Union took effect on July 1, there has been much speculation to the future name of the arena.
“People in the community have been asking us if the name would change after our partnership took place,” said Tim Schroh, who is the chief operating officer at Affinity Credit Union, and was the chief executive officer for Spectra Credit Union before the partnership.
“Prior to the decision to merge with Affinity Credit Union, one of the key decision factors in choosing a partner was continuing our commitments to our communities. Now that the partnership has been finalized for a few months, we feel that changing the name of the arena to Affinity Place shows that as a credit union, our core value of community support is still in place.
“It is a first class facility, and we are very proud to have the name Affinity attached to it.”
Spectra Credit Union purchased the naming rights to the events centre for $1 million, to be paid out over 10 years.
It is expected to carry the Affinity Place name until at least 2020.
With the launch of a new name, a new logo has been developed. The logo incorporates familiar pieces of the Spectra Place logo, and is inspired in part by the architectural design of the complex.
Over the next few months, users of the facility will see re-branding to the new look and logo.
“The City of Estevan is pleased to announce a new facility name, Affinity Place,” said Mayor Roy Ludwig. “We feel the new name choice carries on the continuity of the former name and will continue with exciting events for Estevan and area to enjoy. We are looking forward to working with our partners at Affinity Credit Union; we appreciate their support of Affinity Place.”