Civic Theatres Toronto, comprising three city-owned facilities: the Toronto Centre for the Arts, St. Lawrence Centre, and the Sony Centre) is rebranding as TO Live as part of a 15-year, $30.75M partnership with the Meridian Credit Union
This is one of the largest agreements of its kind in the arts and culture community in Canada. Toronto Live is also launching the TO Live Foundation to encourage community engagement and help with fundraising goals.
The Sony Centre for the Performing Arts and the Toronto Centre for the Arts will respectively become Meridian Hall and Meridian Arts Centre, effective September 15.
In addition to exclusive naming rights for the venues, the expansive partnership will include Meridian branding and content fully integrated into the venues, as well as the Centres’ digital and promotional platforms.
“We are very excited about this new partnership with Meridian,” said Clyde Wagner, President and CEO of TO Live. “It was important for us to find a partner whose values align so closely with ours and who share a commitment to building strong and enduring communities. Meridian is a natural fit for TO Live and an ideal partner to help achieve our vision for arts and culture in Toronto.”
“Today’s announcement demonstrates Meridian’s commitment to improving the lives and wellbeing of the communities we serve, so it is only fitting that we partner with the city’s best-in-class arts and cultural establishments,” said Bill Maurin, President and CEO of Meridian. “We are thrilled to enter this long-term partnership to help enrich the cultural vibrancy of the city, province and country.”
“City building is at its best when private and public sectors unite in a common vision”, said Robert Foster, Board Chair of TO Live. “Meridian’s commitment to the arts and culture sector reflects the importance for businesses to invest and connect with local communities.”
"This has been a project long in the works and I believe it is the right and logical next step forward for our theatres," said Mayor John Tory. "This new partnership will help build our community and ensure our theatres are strong, vibrant, creative places in our city."
The three venues include seven performance spaces and attracted 500,000 ticket holders to events last year.
– Supplementary reading
Toronto’s Sony Centre will be renamed Meridian Hall as of September – The Toronto Star
Civic Theatres Toronto announces long-term partnership with Meridian – Canada Newswire