Update at 11:33 a.m. to include more details about the name change.
Just when we were getting used to the new, old name Starplex Pavilion, the music venue located in Dallas' historic Fair Park will no longer be called that.
The newly renovated amphitheater is now... drum roll please...
Dos Equis Pavilion.
According to announcement Friday, the new name comes from a "multi-year agreement" between Live Nation, the venue's talent buyer and promoter, and Heineken USA. The music venue's new name, Dos Equis Pavilion, is in effect immediately and signage is expected to be changed soon. For shows that target the 21-and-under demographic, the venue will be marketed as the Pavilion at Fair Park.
As local music lovers will recall, this is just the latest in a long lineage of brand-based names for the venue. It opened in 1988 as the Coca-Cola Starplex Amphitheatre, which is why fans went wild last year when we broke the news it had reverted to a semblance of its original moniker after Gexa Energy's naming rights expired.
But we also knew this day would come. Live Nation has been seeking a title sponsor for the venue since early 2017.
As for what else the Heineken partnership might mean, it's unclear. Andy Peikon, senior vice president of Live Nation, said in a statement he's looking forward to "delivering in experiences that build brands." We're guessing that means you'll be able to find Dos Equis at more bars throughout the venue. Selfishly, we're hoping that means more Lagunitas IPA, too. (A Live Nation spokeswoman says the venue's concessionaires act independently, including when it comes to selection.)
Whatever the outcome, it will take some time before Dos Equis Pavilion rolls off the tongue as seamlessly as Starplex. Or any of the venue's previous names, for that matter.
