Music venue name change postponed
GATESHEAD’S flagship music centre will now not be announcing its long-awaited name change until 2023, it has been revealed.
Sage Gateshead had launched a campaign in June inviting the public to share ideas for a new name for the venue and it had initially intended to announce its new identity around September. But now it says this will not happen until 2023.
Managing director Abigail Pogson says the name change is a big decision and they want to get it right.
The Sage is looking to adopt a new identity to make it distinct from the new Sage conference centre taking shape on Gateshead quayside nearby and to embrace a new chapter as it prepares to celebrate its 20-year anniversary in 2024.
The Norman Foster-designed building, which is renowned as a world-class music centre, takes its name from technology giant Sage which is a patron.
But the company is sponsoring the nearby conference centre and arena which are currently under construction, having agreed a £10m naming rights deal.
Besides being seen as necessary to avoid confusion, a name-change is considered timely because the music centre has been taking stock, since the pandemic, of its place and role in the community and considering how best to face the future. Involving the public in the changes through the #sgchanges campaign has been a big part of that.
The campaign invited people to share their Sage experiences and have a say on ideas for the venue - and Abigail says the feedback has been inspiring.
She said: “Thank you to the many, many people who took part in the campaign sharing memories, hopes, and the reasons Sage Gateshead matters to them. It was inspiring.”
She added: “A new name is a big and exciting moment.
“We want to get it right and have decided to announce it alongside some fantastic new opportunities for people who love live music.
“All of this will be ready in 2023. It’ll be part of a new chapter for our organisation as we near our 20th birthday in 2024. Till then we expect people will keep guessing!”
In September, Sage Gateshead was among the North East cultural venues which paid special tribute to the Queen following her death. The late monarch opened the music centre in 2004 and a further honour followed when the ‘royal’ title was bestowed to its orchestra Northern Sinfonia.