By admin 
TUCSON, Ariz. (13 News) – Fox Tucson Theatre and Hughes Federal Credit Union on Thursday, June 4, announced a $5 million naming rights partnership for a new event center connected to the historic theater.
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The new event center will serve as the Stone Avenue entrance for an additional space for performing arts and community events. The historic Fox Tucson Theatre and its iconic sign will retain the Fox Theatre brand.
Bonnie Schock, Fox Tucson Theatre CEO, said the partnership was a big step forward to keep the landmark on pace with the changing economics around theatres, as well as moving forward in the expansion project.
“Just like in the 1970s when this was a movie theater, and it closed, the economics were changing at that time. And now those economics are changing, and it’s important for us to be responsive to those moments,” Schock said.
The partnership will add a new event center, expanding the property to reach Stone Avenue and providing a new gathering place and expanded lobby area.
The expansion, officially called the Hughes Federal Credit Union Event Center at the Fox Tucson, will provide a space for performances, community events, and educational programming of all types and sizes. It is estimated to bring in 150,000 guests and $18 million per year in economic impact.
“You’re bringing more people here to Tucson; you are bringing them downtown; it’s providing jobs, more business opportunities,” said HFCU Chief Experience Officer Elisa Ross.
Naming rights deals for historic landmarks have drawn mixed reviews. Recent changes to the names for Arizona Stadium and McKale Center garnered mixed reactions.
Which is why Tucson resident Mia Esquivel said it was important to keep history in mind during these deals.
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“It has history to it, so as long as we can build off of it and not replace it, I think that would be the way to go,” Esquivel said.
Theater officials said they structured the deal to expand the theater campus while keeping the historic theater and its name unchanged.
“It was absolutely critical. I mean, there was no other scenario that we could work with because the Fox Tucson Theatre is the Fox Tucson Theatre, and it’s gonna stay the Fox Tucson Theatre,” Schock said.
The naming rights deal brings the Fox Tucson Theatre to approximately half of its fundraising goal of $26.6 million for the expansion.
Officials hope to raise the remaining funds by their planned groundbreaking in late 2027, with a launch date tentatively set for 2030.
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