Dallas Performing Arts Center Goes Corporate: Let's Hear The Details

1962: Lincoln Center, New York.

2003: Disney Hall, Los Angeles.

2009: AT&T Performing Arts Center, Dallas.

What a progression, from a president to an entertainment executive to a phone company.

Yesterday, the country's newest and self-described "most significant" new performing arts complex to be built since Lincoln Center, nee the Dallas Performing Arts Center, announced that it would henceforth bear the name of AT&T. It will open on schedule on October 12, and the website URL has already been changed to www.attpac.org.

The "naming sponsorship" with AT&T does not involve a gift to the capital campaign for the $354 million complex, which is still short more than $30 million, according to The Dallas Morning News. The city contributed just $18 million to the huge project, though, and the PAC has done well to raise what it has. AT&T is contributing operating funds for the complex.

This is a tough fundraising climate, and it's understandable that the Dallas center would take the money it needs wherever it can get it, even if it means a corporate name. (I regret it, but I understand it.) What I do not understand is why the center will not say how much money is involved, according to the News. And neither will the company.