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Allstream Centre Rebranding as Beanfield Centre


TORONTO — Toronto City Council has approved a multi-year sponsorship agreement between Exhibition Place and Beanfield Metroconnect for the title sponsorship of the conference venue, to be called Beanfield Centre (formerly Allstream Centre), it was announced Jan. 10.

Meeting room at Allstream Centre.

Meeting room at Allstream Centre, to be renamed Beanfield Centre in March.

Taking effect in March , the 10-year agreement includes title sponsorship of the centre, creation of a new logo, venue telecommunication services, and building and exterior signage. Details of the arrangement and the Beanfield Centre’s re-branding launch will be made public in March.

“We are exceptionally pleased to be entering into this long-term partnership with Beanfield Metroconnect, an innovative Canadian telecommunications company with roots in our own Liberty Village neighbourhood,” said Exhibition Place chair Mark Grimes. “Beanfield Centre will offer complimentary WiFi, powered by Beanfield, and be a showcase for innovation for the conventions and meetings business.”

“At Beanfield, we pride ourselves on being local and servicing those in our community. Having provided telecommunication services to Exhibition Place for nearly a decade, we are thrilled to partner with our neighbours at this award-winning, eco-friendly venue. The centre hosts visitors from around the world to inspire technological innovation and we look forward to turning it into one of the most connected event spaces in Canada,” said Chris Amendola, president of Beanfield Metroconnect.

The 192-acre Exhibition Place is Canada’s largest entertainment and convention venue, attracting over 5.5 million visitors a year and hosting conventions, sport, festivals, recreation, culture and tourism. Exhibition Place features the LEED Gold Enercare Centre; Canada’s largest exhibition and convention centre, and the Beanfield Centre LEED Silver conference venue. Since 2004, Exhibition Place has undertaken an environmental stewardship initiative, entitled GREENSmart; which includes the promotion of sustainable development, environmental initiatives and green technologies and practices across the site.

Beanfield Metroconnect is a privately held, Canadian-owned company that owns and operates the largest private fibre optic network throughout Toronto and the GTA, specializing in fibre optic Internet, business phone, transparent LAN, dark fibre and broadcast services.