Part of the project to make the La Crosse Center more modern is to start a branding campaign.
At a meeting of the center board of directors today, board members could vote to seek out companies that could help advertise the 39-year-old building to regional and national audiences.
Board president Brent Smith said local staff is not necessarily trained to ‘brand’ the building.
The $42 million renovation campaign also includes an effort to modernize the logo.
The La Crosse Center brand design seen on the sign outside the building has been used since the early 1980s. Some staffers would like to see a fresher image for the building.