What were you thinking, Bradley?

Bradley decided to name its new arena the Renaissance Coliseum. I think its a really tacky name. Here's a letter I'm writing to Bradley and it pretty much says what I think about the naming:


Dear Bradley University,


I was shocked to find out that the new on-campus arena was named the “Renaissance Coliseum.” The online news release on the BU website gave no indication as to why the university chose the name Renaissance Coliseum, a name that I feel is extremely ill-suited for the arena. Without a doubt, the new facility is an impressive structure and the university should be commended for it. However, naming it the Renaissance Coliseum presents many flaws.

First and foremost, choosing a name simply to flaunt a building misrepresents the ideals that are taught at Bradley, namely modesty. As Shakespeare said “a rose by any other name would smell as sweet.” Likewise, the new facility would be associated with excellence, no matter what it is named. After all, the signature building on Bradley’s campus is simply referred to as Bradley Hall, not “The Magnificent Castle of Learning.” Also, no student is going to constantly say the name “Renaissance Coliseum” in conversation, as in “I’m going to have to pick up tickets at the Renaissance Coliseum,” “I’m passing by the Renaissance Coliseum.” The name is going to be shortened to “The Ren” which doesn’t indicate any sort of prestige.

Secondly, the name Renaissance Coliseum does nothing as far as preserving the history of BU. There would be nothing wrong in naming the facility the Robertson Memorial Fieldhouse, which was a huge branding aspect of the university. When you have a great name for an arena, you should keep it. When the New York Yankees built a new stadium, they only name on their mind was Yankee Stadium. The name Robertson Memorial Fieldhouse evokes some of the great moments of BU history, while the Renaissance Coliseum evokes confusion as to why the facility was named that.

Even if the university was set on another name, there were many good choices available. The arena could have been a way to honor one of the many people who have made a great contribution to the university or Bradley Athletics. Everything at Bradley has a named attached to it, except the arena. The Smith Career Center, Cullom-Davis Library, even the new practice court is named after Mitchell Anderson. But no name could be given to the new arena? Were naming rights available for a generous donor?


In writing this letter, I hope one of two things can be accomplished. I hope sometime in the near future, the facility can be renamed to honor someone who has made a significant contribution to the university or Bradley Athletics. I can think of no better person than Coach Joe Stowell, a BU player, coach, administrator, and broadcaster associated with BU for the past 60 + years. If the school does not want to name the facility after a person, I hope BU will allow corporations to bid for the naming rights, allowing the school to generate revenue. Perhaps Caterpillar would have some interest.


Sincerely,

Aaron Friedman