The Godfather of Soul’s daughter feels vindicated after a decision on a new name for the Augusta Entertainment Complex, which includes the Bell Auditorium and a new arena under construction. The new name will recognize Augusta’s connection to the Hardest Working Man in Show Biz.
The Augusta-Richmond County Coliseum Authority has voted unanimously to change the name to the James Brown Entertainment Complex.
Deanna Brown Thomas, Brown’s daughter who fought for more than a year to preserve his name, posted a reaction on her Facebook page.
“The Augusta Coliseum Authority voted to approve naming the entertainment complex that covers the arena AND The Bell Auditorium. I hope the citizens who voted for a James Brown Arena will be pleased that now his name is preserved. Thank you to so many who not only voted but helped push for what was right. “If a man can dream, then he can defy,” she wrote.
“We’ve been saying all along we were going to honor his legacy, and this was kind of in our hip pocket all along, and we just have been waiting for the timing to be right, and this was the time to do it,” Brad Usry, chairman of the authority’s arena construction subcommittee, told ABD. “We’ve always wanted to honor his legacy, and renaming the Augusta Entertainment Complex was a great way to honor him.
In the press release announcing the decision, authority chairman Cedric Johnson called Brown a music legend who never forgot where he came from.
“His music changed the world, but his heart was always here in Augusta. As we prepare to open a world-class entertainment destination, we couldn’t think of a more fitting way to honor his extraordinary life and legacy,” said Johnson.
While the complex has been named for Brown, the final name of the arena is still to be determined. Usry said talks are ongoing with businesses for naming rights. He said the Oakview Group (OVG), which manages the entertainment complex, is responsible for finalizing that.
“They’ll be marketing that and talking to people,” he said. “It just really kind of glues the whole thing together.”
For Johnson, naming the entertainment complex ties in with steps he has taken in the past, including displays honoring the Godfather of Soul at Augusta Regional Airport. At that time, he was chairman of the Aviation Commission.
“From the airport to the statue downtown, we’ve worked to make sure his contributions are never forgotten. Naming our entire entertainment complex in his honor is another
important step in that commitment, and one that will introduce his legacy to generations of visitors and performers,” said Johnson.
It is anticipated there will be ways to recognize Brown within the finished arena. That, along with the complex name, must be approved by Primary Wave, who purchased Brown’s estate and musical assets for $90 million from the Brown Family in 2021.
For Usry, he hopes the announcement will satisfy the public, but for him, the focus is on what is next for the arena project.
We’re on time and on budget. That’s our goal, just to get it complete,” he said. “We’re a little bit ahead of schedule, and hopefully, this time next year you’ll be watching hockey. You’ll be watching great, great shows. That’s our focus. Now we’ve got this behind us, so we can focus on getting this building finished on time and on budget.”
The new arena will have a seating capacity of 10,500, including luxury suites and premium club spaces. It is connected to the Bell by the Grand Concourse. There will also be green spaces and plazas for the public to enjoy.
