Cavs arena takes on fresh identity

Quicken Loans Arena, the home of the Cleveland Cavaliers, has been renamed Rocket Mortgage FieldHouse as the NBA basketball franchise’s owner, Dan Gilbert, seeks to grant further exposure to that part of his business.

Gilbert is founder and chairman of Detroit-based Quicken Loans, the nation’s largest home mortgage lender. The downtown arena, commonly known as ‘The Q,’ was called Gund Arena, after former owner Gordon Gund, for its first 11 years, before being renamed Quicken Loans Arena when Gilbert bought the franchise in 2005.

In late 2015, Quicken Loans introduced Rocket Mortgage, the first fully digital mortgage experience, and today, 98% of all home loans originated by the company utilise this technology. The renaming comes with the 25-year-old arena in the midst of an $185m (£141.6m/€164.1m) renovation project.

Set to complete in time for the 2019-20 NBA season, the renovation (pictured) will increase the total square footage of the venue from 95,380 sq. ft. to 152, 970 sq. ft. A new glass façade featuring 1,475 glass pieces and atrium will add 42,530 sq. ft. of new public space to create a fresh exterior presence. Rocket Mortgage Fieldhouse will have eight new public destination hospitality spaces and feature the latest in cutting-edge technology that the Cavaliers state will re-define the fan experience.

Gilbert said: “Since 1994, Cleveland has shared countless unforgettable moments at this arena. From hosting world-class music acts to multiple NBA Finals games, the Rocket Mortgage FieldHouse has been the epicentre of entertainment in Cleveland for decades. Today (Tuesday) marks the beginning of the next chapter in the evolution of this incredible facility, as not just one of the world’s premier sports and entertainment venues, but a hub of technology that is leading the charge in innovation, efficiency and fan experience.”

The publicly-owned facility is a joint-venture between the City of Cleveland, Cuyahoga County, the Gateway Economic Development Corporation and the Cavaliers. Rocket Mortgage FieldHouse signage will be prominently featured on the new glass facade that spans the entire north side of the building, reflecting the downtown Cleveland skyline.

The new Rocket Mortgage FieldHouse branding will be installed over the coming months and includes exterior and interior signage, LED roof signage, playing surfaces, and other assets throughout the arena.

The transformation will extend the Cavaliers’ lease for seven more years through 2034, committing to the arena for at least 40 years since the team’s original lease, which is among the longest facility tenures in US pro sports.

Rocket Mortgage FieldHouse will close in mid-May to complete the renovation in time for the grand-opening on September 30, a concert by Ohio natives the Black Keys.

Image: Gensler Sports