PEORIA, IL (CelebrityAccess) — The Peoria Civic Center Authority and Illinois-based home improvement chain Prairie Home Alliance have agreed to a new naming rights agreement for the theater housed within the Peoria Civic Center.
The naming rights agreement with Prairie Home Alliance is the first in the venue’s 42-year history and will see the theater renamed as the Prairie Home Alliance Theater for the next seven years.
The 2,200-capacity theater, managed by ASM Global, features formal seating on the orchestra main floor, first balcony and second balcony. Planned renovations for the venue include a upgrades for the exterior glass for the venue’s arcade, along with new carpets, renovated restrooms and artist facilities.
In recent years, the theater has hosted performances from the likes of Harry Connick Jr.; Nate Bargatze; John Mellencamp; Steve Martin and Martin Short; Taylor Tomlinson; Whiskey Myers; Lauren Daigle; John Mulaney; along with Broadway productions such as Blue Man Group, The Book of Mormon and Mean Girls, among others.
“Our theater business has shown impressive growth over the past decade, including two of our best fiscal years in 2023-2024 by averaging over 70 events per year. We felt it was time to give this unique venue its own identity and allow for future growth,” said Rik Edgar, Peoria Civic Center general manager. “The financial support of this deal will allow us to be a little more aggressive in bringing more events to Peoria and furthering our goal of being the economic engine in the downtown area.”
“Prairie Home Alliance has been a longtime partner and sees the positive impact of the venue within the community firsthand. This partnership is a natural evolution that we will continue to build upon,” said Rick Semonis, PCCA chairman.
“Prairie Home Alliance is thrilled to support the Peoria Civic Center through this naming-rights agreement. Our team is very impressed with the recent venue improvements, and we are honored to play a role in the success of the facility’s future,” said Steve Jackson, Prairie Home Alliance President.
