With all the talk about the city "branding" itself and "creating an identity," Orlando has taken a step in the direction of the generic. The Orlando Arena, which even earned the affectionate local-color "O-rena" nickname, has -- poof -- been rechristened as the TD Waterhouse Centre. Surely at the news city residents raised their voices in unison and cried, "The what?" And then they rightly added, "Can't you at least spell 'center' right?"
The City Council OK'd the name change because it will give RDV Sports Inc. -- owner of the Magic, the Miracle and the Solar Bears -- a boatload of money to keep them happy. TD Waterhouse, a discount-brokerage firm (you knew that, right?), is leasing the naming rights for $7.9 million over five years. Of that sum, the city gets a cut: $2.1 million.
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