The improved meeting rooms are intended to attract more professional gatherings, trade shows and conventions, Corl said. He envisions the daily programming at the center in future, with events like conventions scheduled during the week and major entertainment on the weekends.
“We want less dark days and more people in town,” he said.
Tambellini noted that the visitors bureau is identifying new businesses to reach out to for booking and are reapproaching large groups that passed over the center in the past.
Another major supporter of the center: It’s new namesake, U.S. Cellular. A 2012 sponsorship transformed the Asheville Civic Center to its current moniker. In return, the city will get at least $810,000 paid over five years and up to $1.35 million over eight years, along with marketing and technology assistance.
The Civic Center “as it was in its original form, was a stepping stone for us downtown businesses,” said Jan Davis, owner of Jan Davis Tire on Patton Avenue, City Council member and city liaison to the U.S. Cellular board. “It really was a lynchpin for the city’s redevelopment. … Every great community needs a great community gathering place.”
