Blue Hills Bank has signed a multi-year agreement with Live Nation Entertainment to become the title-sponsor for the Boston waterfront concert venue formerly known as the Bank of America Pavilion.
“We saw the opportunity to become the title sponsor of the pavilion as a way to extend brand awareness and name recognition for Blue Hills Bank,” William M. Parent, Blue Hills Bank president and CEO, said in a statement. “We’ve made no secret that we plan to grow the bank, and this sponsorship will reach an audience we serve now, and plan to serve in the future.”
The venue serves as a prime summer concert venue, which hosts 30 to 50 shows each year. Bank of America became the title sponsor for the pavilion in 2004, but ended its agreement with the venue in October.
“This is a great property for a company looking to build brand locally,” T.J. Crawford, a Bank of America spokesman told The Boston Globe in October. “While we have some named properties in our portfolio, it is no longer part of our brand strategy.”
The pavilion was first developed by Don Law Co. in 1994. It was known as Harborlights and located on Fan Pier between Anthony’s Pier 4 and the Moakley Federal Courthouse. It relocated in 1998, and reopened as BankBoston Pavilion at its current Wharf 8 location in 1999. The pavilion has since operated at that location under the names FleetBoston Pavilion, Bank of American Pavilion, and, now, Blue Hills Bank Pavilion.
“The venue’s management and staff are excited about the new partnership,” Jim Jensen, general manager of the newly named venue, said in a statement. “The new name, Blue Hills Bank Pavilion, has strong local connections, and that will allow us to provide the great customer service we’re known for with a heightened sense of ‘home team’ pride. We look forward to filling our role in growing the Blue Hills Bank brand in our region.”
With assets of over $1.2 billion, Blue Hills operates six branches in Brookline, Dedham, Hyde Park, Norwood and West Roxbury. In August, Blue Hills Bank announced it would acquire Nantucket Bank, which has three branch offices.
