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Amphitheatre needs a new name | News

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Amphitheatre needs a new name

Tampa, Florida -- With much fanfare in 2010, the Ford Amphitheatre got a new and big-long name: The 1-800-Ask-Gary Amphitheatre.

And Tuesday, when 10 News asked people about the Ask-Gary name, they gave it mixed reviews.

"I think that made me remember the venue; it was different," said one woman in Hyde Park Village. But her friend responded, "We used to make fun of it kind of. I didn't call it that and I didn't go to it much."

So why are companies willing to pay big bucks to put their name on a building? USF Marketing Professor Dip Biswas says it's a way to gain name recognition and advertise, without hitting people over the head.

"So it gets your name out there, without making a formal advertising claim, so that's why a lot of companies do that," says Biswas.

Representatives from Live Nation, which runs the concert complex, and Ask-Gary did not return calls to 10 News Tuesday, so we don't know exactly why the two companies broke their ties.

However, the venue has a prime spot right along I-4 for capturing eyeballs, so given time, Biswas predicts the amphitheatre will eventually have a new name.

"As we say in marketing, you can sell almost anything if you're willing to be flexible on the price," says Biswas.

Follow 10 News Reporter KathrynBursch on twitter @Kathryn Bursch


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