A juicy deal
Mary Brown’s expected to give new life to 20-year-old Mile One Centre in St. John’s
Referring to Mile One Centre as the name of a chicken business will take some getting used to for many residents, including the man who first named it.
“I love the name, no doubt about it,” said businessman and former premier Danny Williams, who paid $1 million for the naming rights to the facility in 2001. “I spent a lot of time thinking about it.”
But Williams is glad to see such an iconic and respected company as Mary Brown’s be associated with the facility.
“I hope a new name and new infusion of capital … gives it new juice … new life,” Williams said.
“Sometimes a brand new look can give it a new infusion of energy. I hope it has a bright future. I really, honestly do.”
In a Thursday, Oct. 14, news release, Mary Brown’s Chicken announced it bought the naming rights to the 20-year-old downtown St. John’s facility with a plan to rebrand it as the Mary Brown’s Centre.
The news came as a shock to many, but not to Williams, who had known for the past year that St. John’s Sports and Entertainment — a wholly owned subsidiary of the City of St. John’s that is responsible for the operation of Mile One — had been seeking a corporate sponsor for the name.
“(The Mile One name) has been around for 20 years and it stood the test of time, but I, for one, can accept it’s time for a change,” said Williams, owner of Dewcor Development, which is behind the Galway development.
“If funds have to be raised for the facility, corporate is the way of the world these days.”
The terms of the 10year deal will include Mary Brown’s paying $150,000 per year, which will total about $1.5 million.
The term of Williams’ 10year naming rights deal have been expired since 2011, but the city continued to use the Mile One name.
When asked if the city asked permission to continue using the Mile One name — as the Williams Family Foundation still owns the trademark — Williams said it did not, but didn’t elaborate. He noted he wasn’t approached by the city to offer a bid on the naming rights, “but that’s fine, from my perspective.”
He said he originally got involved in 2001 to help get the centre off the ground and to add private money to go with the funds already allocated from the city and the provincial government.
Williams — who said he didn’t want to put a corporate name or his own name on the facility — said naming such a core facility was a tough decision.
“Sometimes a brand new look can give it a new infusion of energy. I hope it has a bright future. I really, honestly do.” Danny Williams, St. John’s businessman
After he bought the naming rights, Williams said, he hired advertising agencies and put out a call to the public for help in naming the building.
Ultimately, he decided on Mile One Centre, indicating the geographical location at the start of the Trans-canada Highway, as well as the many historical firsts that happened here, such as the Alcock and Brown flight, the first transatlantic flight, that began in St. John’s in June 1919.
“I wanted something that reflected our place in the country and Mile One says it all,” said Williams, adding that it was a joint effort between many people, including artist Jim Miller.
“Kilometre One didn’t work, so we went with Mile One.”
He said the decision on the name was sparked by mention of Mile High Stadium in Denver, Colo.
He noted many civic centres around the world have corporate names. They include the Scotiabank Centre, formerly the Air Canada Centre, in Toronto; the Bell Centre, which was formerly known as the Molson Centre, in Montreal, Que.; the Rogers Centre, which was originally the Skydome, in Toronto; the Scotiabank Saddledome in Calgary, Alta.; Rogers Place in Edmonton; the Scotiabank Centre in Halifax; and, in this province, the Pepsi Centre in Corner Brook.
“If money has to be raised through a good corporate sponsor and they’re prepared to pay for those rights, well, so be it,” Williams said.
Mary Brown’s owner and CEO Greg Roberts couldn’t be reached for comment Thursday, but in a news release stated he is thrilled to have his company’s name associated with the building.
“Having our name on a facility that brings world-class talent, sports and entertainment to Newfoundlanders is a pleasure for us,” said Roberts, who became a franchisee in 2003 and by 2007 owned the entire company.
“It’s rewarding to support our home province in this way.”
The fast-food franchise is set to build a 45-foot sign across the front of the building. Sports teams playing at the venue will also receive sponsorship from the restaurant.
The rebranding will begin on Nov. 5, with a gradual changeover expected in the coming months.
There are also plans to open a Mary Brown’s Express location in the centre.
Coun. Jamie Korab, who chairs the St. John’s Sports and Entertainment board that oversees Mile One, said they’ve been searching for a new naming partner for the last decade and they’re glad to see a local company acquire the naming rights.
“Change is always difficult no matter what it is, but this is something that should be celebrated. It’s a local company and they have some 200 stores across the country,” said Korab, noting Mary Brown’s first opened in 1969 at the Avalon Mall in St. John’s.
“This is a good thing. It’ll take some time for people to get used to, but we’re glad we’ve got a local company on board. It’s great for the city.”