TAKING THE ‘P’ COST ARTS CENTRE $150K

TAKING the P out of the acronym for Geelong Performing Arts Centre was part of a process that took a design agency three years at a cost of $150,000.

The city’s much-loved arts hub GPAC made the transformation to GAC last month in a bid to reimagine it as a home for all creative industries, young artists and creative businesses across many disciplines.

But the abolition of the centre’s instantly recognisable nickname GPAC caused many to question the change.

Advertiser readers did not hold back when criticising the name change.

“That silly name won’t be used — it doesn’t sound right when spoken in the short form, which real people like to use — it will stay GPAC for a long time,” Carmel said.

“People justifying their position. No need to rename the joint. And 3 years research? Give me a break,” Bonita said.

“Why mess with something so well known. The MCG doesn’t just host cricket,” Sean said.

Responding to criticism online the Geelong Arts Centre wrote; “Our new name is Geelong Arts Centre, not GAC. We understand the special place that ‘GPAC’ holds within the heart of the community, as it does in ours. We appreciate the legacy of this and anticipate that we will continue to be referred to by a mixture of both names for a while with our fans and friends.”

Brand and design agency The Contenders undertook three years of consultation to shape the new branding — which also included design and marketing costs — receiving $150,000 over the period.

When announcing the rebrand, Geelong Arts Centre chief executive Joel McGuiness said the centre was changing how it was positioned “in a broad market”.

“We are incredibly proud of our 38-year history and our deep connection to Geelong and its residents,” Mr McGuiness said. “We intend to evolve alongside our city and to continue meeting its creative needs as it changes and grows.”

The GPAC rebranding is the latest organisation name change to divide the community, with Karingal St Laurence’s rebirth as genU raising eyebrows in late 2017.

The charity had changed name twice in about a year after the 2016 merger of Karingal and St Laurence.

At the time genU chief executive Mike McKinstry said the rebrand was to allow the charity to respond to a new generation of people.