What's in a name? Well, plenty if we're talking about the Rath EastLink Community Centre.
That's the handle given to Colchester County's sparkling new arena/aquatic pool complex and it's a fair bet most residents have already formed an opinion on it, some positive, others not so much.
On the plus side, there are those who are applauding the enormous generosity exhibited by Truro businessman Stu Rath, not only to this $50-million project but to many others over the years.
And, hey, if EastLink Television founder John Bragg wants to pony up some serious cash for the naming rights, why should anyone have a problem with that? After all, most major arenas in Canada, from Rogers Arena in Vancouver to the Bell Centre in Montreal, carry a business tag nowadays.
Even Wrigley Field in Chicago was named after a product (gum) back in the 1920s.
The detail that rankles for some, however, is the secrecy surrounding the amount of money that Rath and Bragg contributed. What, in fact, did it take to get your name (or your company's name) on the side of a public facility? A cool $1 million? More? Less?
Rath and Bragg aren't saying, which is their prerogative, and neither is anyone else for that matter, so we are left to speculate. And speculation sometimes leads to grumbling.
Maybe, as one astute trurodaily.com website commentator pointed out, ‘a simple statement (by stadium officials) on the concept of naming rights as a revenue generator might have gained some buy-in' prior to this week's announcement.
But it's too late for that now.
In the meantime, we continue to tout the many benefits of this wonderful facility, which will serve Colchester County well for the better part of this century. It is a testament to everyone in the community who has made financial contributions, both large and small.
We'll also ponder a more affectionate name for the Rath EastLink Community Centre. Something that sounds a little less clunky in casual conversation.
The most obvious choice, it would seem, is the REC Centre, but, with apologies to a certain truck stop restaurant in Lower Debert, we also like the Double C. As in, ‘let's catch a Bearcats game at the Double C this weekend.'