The Arena at Gwinnett Center now named Infinite Energy Arena

BY MELISSA RUGGIERI

Goodbye, Gwinnett Center. Hello, Infinite Energy Center.

The Gwinnett Convention and Visitors Bureau Board of Directors has inked a contract with Infinite Energy for $18 million and official naming rights for the Duluth entertainment complex -- renamed Infinite Energy Center -- for the next 20 years.

The name change means the 13,000-seat Arena at Gwinnett Center will now be known as the Infinite Energy Arena, with the former Gwinnett Convention Center becoming the Infinite Energy Forum and the former Gwinnett Performing Arts Center now christened Infinite Energy Theater.

New signage for the properties will be introduced this fall.

The arena's website has been changed to reflect the new name: http://www.infiniteenergycenter.com/

(For a more in-depth look at the name change, check out this story by my colleague, Arielle Kass.)

As naming rights go, at least this one is pithy and conveys a sense of excitement, unlike some of the more ridiculously named venues around the country: Farm Bureau Live at Virginia Beach, Smoothie King Center in New Orleans and the jackpot winner of all time, the former 1-800-ASK-GARY Amphitheatre in Tampa, now known as the almost equally as clunky MidFlorida Credit Union Amphitheatre.

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