A new name and re-branding has been announced for Harrogate International Centre (HIC Yorkshire) as part of a decade -long plan to lay foundations for its future.
HIC Yorkshire will take the title of Harrogate Convention Centre from April this year and its current logo will be replaced with a take on its iconic main auditorium.
Design work and the re-naming process cost £12,000 while work continues towards the launch of a new website.
Brain Dobson, head of sales and events at the venue, said: “The re-branding is part of our 10-year plan to modernise and keep the business relevant in a tough market while drawing on the experience, not only of our venue but of Harrogate as a town in welcoming major events.
“We have been hosting conventions in Harrogate for almost 200 years and through smart investment in our facilities and recognising our strengths we have a great foundation for the next 200 years.
“It’s about staying relevant in a rapidly changing events industry.
“We want to get more emphasis on the name ‘Harrogate’ in our branding. The name HIC Yorkshire didn’t really get across what we do or where we are.
“Harrogate really is our unique selling point; people love it when they come here. It’s a great town.
“We decided on the word ‘convention’ because it means a gathering of people with similar interests or professions, whether at a conference or exhibition – and that’s exactly what we do here.”
“The new logo is also a physical representation of our new customer-focussed approach.”
Funding for the project came from the Convention Centre’s own annual marketing budget while North Yorkshire companies were used to carry out all work on the centre.
Knaresborough-based TIG Design designed the new logo while Extreme Creations, a Harrogate agency, provided a new website as part of the re-branding efforts.
This spring the re-branded centre will host the returning BBC Good Food Show for a fourth year alongside its first ever Stitching, Sewing and Hobbycrafts show from May 11 to 13.