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Sears Tower to be renamed Willis Tower

The Sears Tower Has a Sky High Identity Crisis

The New York based owner for a Chicago based tower has signed a naming-rights deal with a London based insurance broker. Confused? OK here's all you need to know: the Sears Tower will soon be renamed to the Willis Tower.

Willis Group Holdings got the naming rights to America's tallest building after it decided to move 500 employees to the location. The rent is $14.50 a square foot, and naming rights for the iconic tower came included. Experts are wondering why the building gave the rights to a tenant who will only occupy 3.5 percent of the space.

The skyscraper has always been named Sears Tower, since it opened in 1973 as the headquarters for Sears Roebuck & Co, whose rights expired a few years ago.

Do you think the owners should have kept the name for tradition's (and visibility's) sake?


Join The Conversation
genesis, I can help you there: Kennedy Space Center is at or near Cape Canaveral.
genesisrocks genesisrocks 8 years
Grr just another thing for me to be confused about. I still don't know if its Cape Kennedy or Cape Canaveral or if they're even the same thing.
zeze zeze 8 years
Omg yes! I hated the Hudson's-->Marshall Fields change and then when i finally got into MF, they turn it into Macy's - ick! I don't even shop there because it doesn't feel like the same store, the change wasn't so bad from Hudson's to MF. That said, you buy it, you name it!
em1282 em1282 8 years
Yup, bella--my Macy's card is basically useless. Field's used to give cardholders a 15% off day (including makeup and perfume) for every $400 spent.
hypnoticmix hypnoticmix 8 years
I say change the name. We'll have a temporary wave of dissapointment and then every one will be burried in their lives once again and say Sear Tower who?
Beauty Beauty 8 years
Enh. As a former Chicagoan (albeit one whose bro works for Willis) it doesn't seem like a big deal to me. Everyone will still call it the Sears Tower. And I can't get all defensive over one corporation's name being chosen over another. I get more disappointed when it's a person or group being dismissed, like Macy's/Field's.
bellaressa bellaressa 8 years
Well, Marshall Fields did the same thing and I bet most people never really realized it.
bellaressa bellaressa 8 years
So, Em, are you sore b/c you get less discounts now?
em1282 em1282 8 years
"However, Comiskey Park change was hard to swallow being a southsider and I think Wrigley Field may also change. Some cities should keep some type of history. " Hell I'm a northside Sox fan the I hate it being called US Cellular field. Wrigley should never undergo a name change. I'm still sore about the Field's name change, and the Macy's switchover, because Field's had such awesome rewards programs for their cardholders. Macy's? MEH.
Faylinn Faylinn 8 years
As a Chicagoan, the name changes that have happened in the city bother me. I hate how companies buy naming rights to buildings as a form of advertisement. I'm not sure how they think this is effective, since when I go to a White Sox game I don't think "Hey, maybe I'll switch over to US Cellular." And I'm still sore over the Macy's/ Marshall Field's change. Nevertheless, I expect people not to take notice of the change and continue to call the building the Sears Tower.
MsWalton MsWalton 8 years
Despite the name change, I think it will always be referred to as the Sears Tower.
bellaressa bellaressa 8 years
This is a little weird. I wasn't upset about the Marshall Fields name change b/c MF did the say thing to Dayton and Hudson in their cities; so I wasn't upset with Macy's. However, Comiskey Park change was hard to swallow being a southsider and I think Wrigley Field may also change. Some cities should keep some type of history.
UnDave35 UnDave35 8 years
I can understand why they would change the name, and why they wouldn't care about the old name. I also think everyone in Chicago will still refer to it as the Sears Tower, no matter what kind of signage Willis puts on it.
valancyjane valancyjane 8 years
I think disgusted is just the right word. I’m tired of people changing building names “just because.” But I’m a Chicagoan too (sort of – grew up about an hour away) and I’m still not over the Fields/Macy’s thing, so I’m sensitive about this one.
em1282 em1282 8 years
Aight, fine, disgusted may be too strong of a word, but still...first they take away Comiskey Park's name, then they get rid of Marshall Field''s just sad, really.
em1282 em1282 8 years
"It's a good thing Conan is no longer hosting Late Night. This would destroy his "Sears tower in Sears clothing" bit! " :rotfl: lil! Well, I guess if you don't live in Chicago, you won't care, which is obviously fair. I care, and I'm pretty disgusted, to be honest.
lilkimbo lilkimbo 8 years
It's a good thing Conan is no longer hosting Late Night. This would destroy his "Sears tower in Sears clothing" bit!
starangel82 starangel82 8 years
Mr. Ticky :rotfl: I can understand why they would change it, but it is kind of iconic. I'm sure most people will still refer to it as the Sears Tower.
heatherhas heatherhas 8 years
Nah. Its a well know fact that the businesses that own the most floor space get the top billing on a building. It makes sense that they would change it.
kscincotta kscincotta 8 years
"Mr. Ticky" - LOL
Carrie-Sue Carrie-Sue 8 years
I'd have to agree with greenapples.
CaterpillarGirl CaterpillarGirl 8 years
whatchutalkinabout Willis renaming the Sears Tower? Have you no sense for history and tradition? I think I am going to buy buy Big Ben and name it "Mr Ticky"
greenapples1987 greenapples1987 8 years
i'm sure people will still refer to it as the sears towers.
greenapples1987 greenapples1987 8 years
who cares really??
wren1 wren1 8 years
I guess I can see Willis wanting to change it, but knowing it as that for so long and visiting there almost every year since I was little as well, as living there for 6 years, I think I'd stay sentimental instead of getting so up in my ego, and keep it as it is.
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