BYU-Idaho's Center Stage announced they've re-branded to BYUI Live! in a press release this morning.

Tanner Christensen, BYUI Live!'s entertainment promoter, said the change came due to a few reasons, one being the shift from the series focusing on the fine arts to a broader form of entertainment.

"Center Stage has been the name ... and has served well," Christensen said. "But it was formally focused more on the fine arts, and now that we've moved more into live events with comedy and concerts, we wanted something that was a little more modern and also that didn't conflict with the new Center Stage Theater in Idaho Falls, and that's where the name BYUI Live! came from."

Dale Hillier retired as the Center Stage Head Manager in January after over 20 years of service. Hillier grew up in Rexburg and said the series has been Center Stage for at least 50 years. While he had no input regarding the name change, he did state that he had seen and been part of the entertainment shifts over the course of his career.

Hillier said they made the decision to move fine arts performances into the College of Performing and Fine Arts and then had Center Stage focus more on popular and larger commercial acts.

"We did a lot of focus groups and surveys with students. We noticed that students had trouble really defining what the series was about. Was it fine arts? Was it popular? What is it? I think that was really disabling us in terms of being able to build an audience, because people didn't even really know what the series is about," Hillier said. "It was really a move of how we can bring the experience to more people, more individuals, more students. Where we can bring the top-level talent to them here in Rexburg."

Christensen said the name change was also part of the desired experience the series wanted to bring to students and the Rexburg community.

"Moving forward, we're wanting to make any show at BYU-Idaho, not just an event, but a full experience that people are able to come, have a good time, have photo ops, maybe food, get merch, and it's not just a concert, but it's a whole experience," Christensen said. "And that's what this name change and everything that President Meredith wants to bring to the university."

According to the press release, "The new brand launches alongside an exciting lineup of upcoming events. BYUI Live!’s first performance will feature two-time Grammy Award-winning artist Lauren Daigle on Friday, September 18 at the BYU-Idaho Center. Guest artists for the university’s annual Christmas production and other upcoming performances will be announced in the coming weeks."

The release added that while the name has changed, their mission to “to provide uplifting, high-quality entertainment that enriches the student experience, strengthens community, and creates lasting memories” remains intact.