OREM — It's time to give another name a try.
Utah Valley University has been all about name changes lately, taking on its own new name in 2008, and now, at the original donors' request, they've dropped the "David O. McKay" letters from the Events Center name, hoping for a more lucrative marketing opportunity in a time when enrollment numbers are rising and operating budgets are falling.
"It is, and will be, the most prominent university naming opportunity in the state, in terms of its visibility to the greater public," UVU President Matthew Holland said Tuesday. He said the 8,500-seat center faces the second-busiest intersection in the state. It also faces I-15, where more than 150,000 cars pass by the university daily.
"It's only going to get busier," Holland said. The building will remain nameless until a top paying donor steps up.
Enrollment growth, coupled with a 17 percent budget cut, has tightened financial resources for the university, requiring administrators to become more creative in fundraising techniques.
"Any responsible, serious university has to give its everything to secure as many resources as it can to help protect the institutional mission we have before us," he said. "It's vital that we do that."
For nearly 15 years, the bustling athletics and community center has borne the name of former LDS President David O. McKay, who was an educator by profession. Anonymous donors provided $3 million to put the name on the building in 1996. The same individuals approached the university to move the name to the Education Building, which is "more fitting" for the name, said UVU School of Education Dean Briant Farnsworth.
"During his life, he made some very impactful statements about education, and more importantly, he was focused on the application of learning," he said, adding that UVU education students are encouraged to do the same. In the past decade, the school of education has grown from 30 students to more than 830 studying in professional programs. UVU student teachers are working in 31 of the state's 41 school districts and 20 of the state's 72 charter schools. In April, UVU will graduate its first education master's degree class.
Having the school named after McKay, Farnsworth said, establishes an important model for students to follow.
"We've had a great run with the McKay name on the events center," Holland said. "It's time for someone else to have a turn."
In the early '90s, the school had enough money to build the events center but not enough to outfit it, according to Utah County Commissioner Steve White. He said a $7.2 million bond was placed on the ballot, in order to purchase the bleachers inside. Naming rights money helped accomplish that goal and the center has since turned into a significant money-maker for the university, which hosts more than 150 concerts, graduation ceremonies, athletic competitions and other events every year.
"It has become the single most-used facility in the county," White said.
Through the years, Holland said, there have been periodic inquiries for the naming space, which faces I-15. "So we know there is interest out there," he said, adding that the university is prepared to entertain offers from individual or corporate donors of any kind. Whomever takes over the space would likely keep it for a shorter period than the McKay name was used, as Holland said the trend in the naming of athletic facilities leans toward short-term/temporary rights.
Officials believe the spot will generate a competitive donation for the university.
"We probably aren't in a position to command the kind of price we might in a more robust economy," Holland said. "But on the other hand, we're facing significant growth in a year of significant budget cutbacks and so money now means more to us at some level."
e-mail: wleonard@desnews.com