As Augusta’s new state-of-the-art arena steadily rises in the heart of downtown, an unexpected controversy is brewing over one simple but powerful issue — its name. The facility, currently known simply as the “New Augusta Arena,” is stirring strong feelings among many residents, with some Augustans deeply unhappy about the possibility of losing the cherished name associated with the city’s most famous native son, James Brown.
The Legacy of James Brown Arena
For decades, the James Brown Arena has been much more than just a building. Named in 2006 after the legendary “Godfather of Soul,” James Brown, who was born and raised in Augusta, the arena became a symbol of pride, cultural heritage, and community spirit. Since opening in 1980, the arena has hosted thousands of events, ranging from concerts to sports and community gatherings — all while honoring the legacy of a man who shaped American music and put Augusta on the global map.
The old arena was demolished in 2024 to make way for the new venue, which is designed to be a modern entertainment hub with a seating capacity exceeding 10,000. It promises luxury suites, club-level seating, and enhanced amenities intended to attract a variety of large-scale events, including concerts, sporting events, and conventions. The new facility will also be physically connected to the historic Bell Auditorium, sharing infrastructure such as offices and box offices.
The Name That Won’t Sit Well With All
Despite the excitement around the new arena’s features and opportunities, its name is now at the center of heated debate. Many residents and fans of James Brown feel the original name should be preserved as a tribute to the music legend’s lasting impact on Augusta and beyond.
Currently, the city and the Augusta-Richmond County Coliseum Authority are referring to the facility simply as the “New Augusta Arena.” This generic title, some argue, erases the personal and cultural significance that the previous name carried. To push back, a petition titled “Preserve the name of James Brown Arena” has gathered close to 1,000 signatures, urging officials to keep James Brown’s name on the new building.
Dr. Deanna Brown, James Brown’s daughter, has publicly voiced her concerns about the potential renaming. She reminded officials and the community that residents voted in favor of a “new James Brown Arena,” not just a new arena without its historic name. For her and many others, the name symbolizes more than just a title; it is an emblem of community pride, history, and identity.
Corporate Naming Rights vs. Community Heritage
The Coliseum Authority has hinted that they are considering selling corporate naming rights for the new arena as a revenue source. This is a common strategy for modern venues, as sponsorship deals can help offset construction and operational costs.
However, this move has raised questions about balancing financial needs with respect for cultural heritage. While corporate partnerships may bring in much-needed funds, they also risk alienating the community by replacing a beloved name tied to Augusta’s identity with a corporate brand.
Brad Usry, spokesperson for the Coliseum Authority, explained that the new arena’s 10,000-seat capacity reflects careful planning and market research. Two consulting firms determined that this size is ideal for the Augusta market, and Usry expressed confidence that the venue would sell out for major events, signaling strong local support.
Community Voices and Future Impact
For many Augusta residents, the debate is more than just a name—it’s about how the city honors its past while looking ahead. Losing the James Brown name could be perceived as losing a piece of Augusta’s soul.
The arena is expected to open its doors in 2026, and until then, the conversation around its naming will continue. Community forums, city council meetings, and public input are likely to shape the final decision.
Regardless of the outcome, the new arena represents a significant investment in Augusta’s future as a hub for entertainment, culture, and business. It promises to bring jobs, tourism, and a vibrant downtown atmosphere. However, the community hopes that these benefits will not come at the cost of losing a name that holds deep emotional value.
Official Information and Further Reading
For official updates on the arena and related city planning, residents can visit the Augusta-Richmond County government’s official website at augustaga.gov and the Augusta-Richmond County Coliseum Authority page at augustaga.gov/coliseum-authority.
In summary, the future of Augusta’s arena name reflects a classic tension between progress and tradition. As the city builds a new landmark for entertainment and community, it must decide how to honor a local hero while navigating economic realities — a challenge that has sparked passionate debate and captured the attention of many Augustans.