Katz Group rebrands Edmonton's arena district

Edmonton's downtown arena district is nowthe Ice District.

The Ice Districtreflects the"celebration of Edmonton's winter city statusand the sport that fuels our passion - hockey," the Katz Group said.

"Ice District arosefrom theneed for a new arena, the catalyst that sparked a vision totransform downtown Edmonton.

"It's a tribute to those things thatmake Edmonton and Edmontonians truly unforgettable and truly unique."

One business professor at the University of Alberta said he thinks the new name will catch on.

"I think it says a little bit about Edmonton ... the priority of hockey in the description of what's going on there," said JohnProcejus,an associate professor of marketing. "And also, of course, it's a place that's cold in the winter. We have our own ice, unlike other famously other hockey towns... so those things all work at a branding level."

Coun. Scott McKeenpraised the new name.

"I like it. I thought it might be Connor McDavidLand, but Ice District is great."

McKeendescribed the district's impact on the cityas transformational.

"Our downtown is undergoing the greatest transformation ever seen in this city, in large part due to all the wrangling that went on between city council and the Katz Group around that arena," he said.

"This kind of investment really is sparking an excitement in our community, but also across the country and, in fact, around the world," McKeensaid.

Oilers CEO Bob Nicholsonsaidthe district will eventually become"the largest mixed-use sports and entertainmentdistrict in Canada."

TheIceDistrict encompassesmore than 25 acres anchored by Rogers Place, "the most advanced sports and entertainment venue inNorth America," Nicholsonsaid.

The districtextends from 101stStreet to 104th Street and from 103rd Avenue to 106th Avenue.

The first phase of development for the Ice District includesa luxury hotel, two office towers,condominiums andapartments, restaurants and nightlife,casino, theatre complex, andretail stores.

• On mobile? Have your say on the name in our poll

Below is YouTube video from the KatzGroup explaining the name.