(With all apologies to Shirley Ellis:) "Savvis, Savvis, bo-bavvis; bo-nanna-banna, bo-bavvis; fe fi mo-mavvis; Savvis"

On Monday afternoon, Bill and Nancy Laurie sang their rendition of the "Name Game" with the announcement of the naming rights sale of their building at 14th and Clark Avenues to Savvis Corporation. The structure will now be called the Savvis Center.

For a $70 million dollars price tag over a twenty-year period, Internet player Savvis Corporation will now have their name in lights and on the lips of National Hockey League (and perhaps National Basketball Association) broadcasters throughout North America. Fox Sports and ESPN will now take you "live to the Savvis Center". In April, 2001, the eyes of college basketball will be set on the Savvis Center as the Women's Final Four Tournament will tip off in a nationally televised extravaganza. Tim Mc Graw and Faith Hill, AC-DC, and the World Wrestling Federation will soon be appearing live on stage at the Savvis Center.

So what's in a name anyway? Obviously it is much money and much exposure.

The Final Score is a win/win for both the Lauries and Savvis.

Last September, the Lauries purchased the building formerly known as Kiel (with its major tenant, the St. Louis Blues) from the country club fraternity formerly known as Clark Partners. Since Mr. and Mrs. Laurie own their structure, they certainly have the inalienable right to name it anything they wish. Theirs is the ONLY vote that counts. Mr. and Mrs. Laurie only have to answer to themselves and/or their family.

They also have the right to auction that name to the highest bidder. Not only is that the American Way, but naming rights have become the newest revenue stream in big time professional sports. And, changing the building name doesn't cost the Lauries a dime.

The two other St. Louis professional sport franchises certainly know the value of naming rights. Back in 1995, Trans World Airlines scraped up millions of dollars from its oceans of red ink to have its name listed on the front door and roof of the home of the Rams. In late 1995, Anheuser-Busch obtained the naming rights of the stadium at 250 Stadium Plaza, as a "non-cash" payment to the then new owners of the Cardinals. It is more than a coincidence that the word "Busch" in the Busch Stadium sign on the manual centerfield scoreboard resembles the beer can with the same name rather than "Gussie".

Throughout the fruited plain, facility-naming rights have become a major revenue stream for owners. In Denver, local politicians wanted to retain the name "Mile High Stadium" for the NFL's Broncos' new facility. Reportedly, Bronco management told those civil servants that this could be arranged: for a cool $100 Million Dollars.

So what's in a name anyway? To start, very big exposure for the Savvis Corporation.

If you would ask the local sports crowd a week ago, "What is a Savvis?", I suspect very few would come up with the correct answer. Initially it seems the advertising ploy is working for the Internet Corporation in terms of name recognition.

For the Savvis name in lights in Downtown St. Louis: Priceless.

Not only that, from a business standpoint, Savvis has made a savvy decision. Business Professors have indicated that naming rights may be the most efficient use of marketing dollars. For $3,500,000 a year, Savvis now has and advertising vehicle that will be visible twenty-four hours a day, seven days a week from Highway 40 and Downtown. Tickets for all events at 1401 Clark Avenue will now have the name "Savvis" printed on them and available at all Savvis Center outlets. There is now a Savvis Center Metrolink stop.

Plus, local TV talking heads will provide a free Savvis ad-lib on their nightly sports reports. (Assuming they don't mistakenly call the place Kiel or mispronounce the new name. Hey, with the TV folks in our town, anything can happen!!)

Still, there is sadness and bitterness throughout the Gateway City by some sports fans and local residents on this change. It's seen as another retreat from the sports climate of past days. This is a new name (with two syllables) that has to be learned. I received e-mail from a colleague upset with the Savvis decision claiming that "big money wins again".

Sorry folks, we all have to deal with change. In the big picture, our votes do not count.

In today's era of player free agency and the hired gun mentality of agents and owners, loyalty simply does not exist anywhere in sports. Today's players with the help of their agents shop around for the highest deal/endorsement. More owners with their lawyers and accountants watch the value of their franchise and incoming television revenue escalate: waiting for the right time to sell. The name of the venue is simply another asset to rent.

This is the climate of sports in America today. From Continental Airlines Arena, to the First Union Center, to Pro Player Stadium, to Cinergy Field, to the RCA Dome to the United Center, to the Target Center to Coors Field, to Safeco Field to 3 Com Park, to the Staples Center to Qualcom Stadium, this is how the game is now played.

The litany of professional sports venues looks like the New York Stock Exchange.

(Incidentally to those of you who yearn for the past allow me a question: I wonder how many Generation X'ers know who Henry W. Kiel was anyway? Probably the same number who remember the significance of the name "Checkerdome".)

Bottom line: the naming rights of professional sports facilities is simply another "sign" of the times. It is another perk for the owners of professional teams.

In August 29th Post-Dispatch Sports Page, occasional columnist (and wife of St. Louis Blues hockey writer) Kathleen Nelson-Luecking wrote on this new name change for the 1401 Clark Avenue building. In her attempt to analyze this transaction, Ms. Nelson-Luecking implied that the Lauries have "sold out" and that all of the S's in the new building name resemble that of a serpent slithering on its belly. She encouraged her nation of readers to offer suggestions for a modified nickname of the newly named Savvis Center either by e-mail, fax, traditional mail, or carrier pigeon.

Memo to Mrs. Nelson-Luecking: Allow me to offer a suggestion: the site at 1401 Clark Avenue is Mr. and Mrs. Bill Laurie's building (and they can name it anything they want).

And might I add, I'm sure Mr. and Mrs. Laurie (as well as the executives of the Savvis Corporation) are smiling right now.