Saint Paul Arena Company manages the RiverCentre convention and meeting complex that includes Xcel Energy Center (home of the Minnesota Wild, plus 140 entertainment events annually), Touchstone Energy Place (a state-of-the-art convention and meetings facility), and Roy Wilkins Auditorium (5,600 seat entertainment area).

Because of the overwhelming success of Xcel Energy Center, which was dominating the other facilities, and with Touchstone Energy not renewing their contract, we were engaged to develop a new brand architecture for the RiverCentre complex.

Following this we guided the development of a specific Brand Strategy for the new RiverCentre convention and entertainment complex.

Engaged with:

• Bill Huepenbecker, Executive Director
• Jim Ibister, Vice President and General Manager