So long, HECFI. Hello, Core Entertainment.

The company that manages three of the downtown Hamilton’s most popular entertainment venues has a new name and brand identity.

Core Entertainment's general manager Scott Warren made the announcement at FirstOntario Centre during a Thursday afternoon news conference. 

“For us, it was a matter of trying to define who we were,” Warren told CBC Hamilton after unveiling the new name.  

“For a few reasons, Core really spoke to us, not only because where we are located.

"In the downtown core, we are really the heartbeat that sort of pumps economic impact and excitement into the restaurants and the hotels and everything else."

The re-brand also saw Core Entertainment launch a new website and updated social media accounts Thursday.

Warren said his team hopes the new site will make it easier for customers to book tickets online and find out about events taking place at Core venues. 

The American corporation Global Spectrum took over the management of the Hamilton Entertainment and Convention Facilities Inc. (HECFI) — which operates FirstOntario Centre, Hamilton Place and the Molson Canadian Studio — from the city last year.

Hamilton catering company and banquet hall Carmen’s took over the Hamilton Convention Centre, which had also been a HECFI property, at the same time.