Announcing the new branding, the Royal National Agricultural and Industrial Association of Queensland (RNA) said the name Brisbane Showgrounds would create an easily identifiable and unifying brand for the precinct.
“In line with the RNA’s $2.9 billion Regeneration Project – which sees the long-term urban renewal of the site – the new name succinctly captures the core attributes which best identify the precinct,” said RNA Chief Executive Brendan Christou.
“We believe the new name, Brisbane Showgrounds, will help to raise the profile and identity of the precinct nationally and internationally.
“It will also better represent the various uses of the area – from the home of the Ekka and the new Royal International Convention Centre (Royal ICC), to the location of an adjoining colourful community featuring residential, commercial and retail developments in the future,” he said.
“Brisbane Showgrounds will provide a clear, meaningful and easily identifiable name that will become part of Brisbane’s vernacular, much the same way as South Bank or the city’s other key precincts,” he said.