AUGUSTA, Ga. — For nearly 20 years, the largest concert venue in Augusta, Georgia, was named after the city’s favorite son — “Godfather of Soul” James Brown.
In recent weeks, following the demolition of the former James Brown Arena (JBA) earlier this year, the Augusta-Richmond County Coliseum Authority told members of the media that the soon-to-be-rebuilt replacement complex will be named the New Augusta Arena, but that naming rights would be available for sale. The new complex will be located in the same spot as its predecessor in downtown Augusta, a city 144 miles southeast of Atlanta. James Brown grew up in the city of 200,000 after spending his first five years in South Carolina.
In addition to several city leaders and local residents, James Brown’s oldest daughter, Dr. Deanna Brown Thomas, has publicly shared her opposition to the potential name change.
“First of all, it’s disrespectful to my father’s legacy,” Brown Thomas told Atlanta Daily World from her Augusta offices, where she serves as president of the James Brown Family Foundation.
She continued: “I remember when I called my father to tell him the Augusta-Richmond Coliseum Authority wanted to name the Civic Center after him” in August 2006. “He was quiet and was obviously emotional. He was so thankful and honored. He realized for that building to be named for him, it was also a symbol for young Black children to realize that someone who looked like them could attain such an achievement.”
The developments come at a time when the names of heroes and heroines from marginalized groups are being stripped from sites intended to honor them, mostly due to the current White House attack on diversity, equity, and inclusion. In June, the White House announced it will rename Fort Johnson in Louisiana. The base is named for Black World War I hero Henry Johnson, who was from Albany, New York. Also last month, the Pentagon announced it would rename replenishment oiler USNS Harvey Milk, which was named for the first openly gay man elected to public office in California.
While the Civic Center in Augusta was officially renamed the James Brown Arena in 2006, the idea to float James Brown’s name for the site was proposed by conservative Augusta radio personality Austin Rhodes around 1997.
Rhodes’ suggestion eventually caught steam and by 2006, the Coliseum Authority latched onto the new name, while residents and civic officials alike figured it would bring an international flavor to a small-town arena.
At the renaming celebration, several of Brown’s associates, band members and business staffers attended the event, which attracted folks like the Rev. Al Sharpton, former band members like Bobby Byrd, saxophonist St. Clair Pinckney, trumpeter Joe Collier and drummer Tony Cook.
Fortunately, the re-naming occurred when it did because later that year, on Christmas day, the “Godfather of Soul” died of congestive heart failure related to pneumonia.
New York-based Primary Wave Music bought the rights to Brown’s name and likeness in 2021, The New York Times reported. After making the purchase, the company gifted Brown’s name to the Coliseum Authority and said, in a statement, that authority’s stance is disappointing.
“We are appalled that ARCCA is apparently declining continued use of the free license and that its partner is seeking to monetize what has long been a monument to Mr. Brown’s generosity and care for his community,” Catie Monck, Primary Wave’s senior vice president of publicity, said in a statement published by WJBF. “We stand with Deanna and the family of James Brown to retain his name on the James Brown Arena. Mr. Brown’s name is synonymous with the beautiful city of Augusta. James Brown is more than a name – it is a legacy.”
Cuthbert “Coco” Rubio, who co-owns the Soul Bar in downtown Augusta with his brother, Jason Rubio, said he is disappointed that such a debate over James Brown’s name even exists. The Rubios’ live-music/dance club was originally intended to honor the “Godfather of Soul,” Coco Rubio said.
“In the mid-‘90s, there was no James Brown Boulevard or a James Brown statue,” he said. “We were first to show Mr. Brown the love he deserved in his hometown.”
Paraphernalia and trinkets related to Brown decorate the club’s interior, along with posters advertising his touring dates and schedules. Since opening in October 1995, Soul Bar has become a destination spot for Augusta tourists and visitors.
Rubio, 58, said while he’s unhappy about the rift over the Brown name, he’s not surprised.
“It should be a no-brainer to name an entertainment venue after the world’s most famous musician,” Coco Rubio said. “He loved Augusta – so continue to give him the flowers he so deservedly earned.”
The club owner added: “He paid the cost to be the boss.”
As of late June 2025, Augusta Mayor Garnett Williams, along with recently retired Augusta-Richmond County Commissioner Alvin Mason and other city leaders have publicly announced their stance to keep the James Brown name on the marquee and signage on the new facility upon completion.
Nearly 3,000 people have voiced their desire to preserve the James Brown Arena name via a signed petition on change.org
Contractors estimate the facility will be complete by spring 2027, in time to host high school graduation ceremonies for the class of 2027.
Calls to Mayor Williams and retired Commissioner Mason were unreturned.
