After a little over a year of going by the name "Starplex Pavilion," Starplex Pavilion now has a new name and corporate master.
According to a release, Live Nation signed a marketing deal with Heineken giving their Mexican import beer Dos Equis the exclusive naming rights to the 20,000- seat venue located in historic Fair Park.
The largest amphitheater in Dallas/Fort Worth will now go by Dos Equis Pavilion.
Under the terms of a multi-year agreement, Dos Equis will be the exclusive naming rights partner of the facility and be integrated into the official logo of the Pavilion. Signage throughout the venue will include the façade, box office, and LED displays.
The shed has had a number of name changes since it opened in 1988 as Coca-Cola Starplex Amphitheatre.
Depending on its corporate partnerships, names have included Smirnoff Music Centre, Superpages.com Center, and most recently Gexa Energy Pavilion, its name from 2011-2017.
Gexa and Starplex parted ways in 2017, returning the venue to its original and most emotionally compelling name, Starplex. But someone gotta pay the bills.
Opened in 1886, Fair Park covers 277 acres just east of downtown Dallas. Its cultural, educational, sports and music facilities play host to more than seven million visitors each year.
Dos Equis Pavilion will play host to top music talent throughout 2018; the summer lineup includes Foo Fighters, Luke Bryan, Kendrick Lamar, Lynyrd Skynyrd, and Dave Matthews Band.
Live Nation SVP Andy Peikon is predictably "thrilled," stating that "we strongly believe this experiential marketing platform will drive consumer trial and loyalty through top-of-mind awareness, good times, and memorable occasions."
Regarded as the most coveted venue, the newly renamed Dos Equis Pavilion in the Dallas/Fort Worth area underwent over $8MM in upgrades in 2017.