Lonnie R. West

Yesterday at noon, it was announced that the Ford Amphitheatre in Tampa now has a new name: it is now the 1-800-ASK-GARY Amphitheatre.

Those of us on the West coast of Florida from Tampa to Ft. Myers are all a little too familiar with the ASK GARY ad campaign that we've had to live with for 6 years now. Roz (their spokeswoman) is seen on billboards, bus stops, TV and radio commercials everywhere hawking her signature line: "Don't be scared and confused... ASK GARY!"

It's become a routine part of many a bad joke. Partly because Roz ~is~ entertaining, partly because of the blatant "ambulance chaser" advertising, and mostly because it's in your face at every turn.

Corporate sponsorship of venues is nothing new. And we've all sadly watched over the last 20 years as all of our favorite arenas have sold their names to the highest bidder. Years ago the "Ice Palace" became the "St. Pete Times Forum" and we all reluctantly accepted it. (Even though many of us still call it the Ice Palace today!)

But this... This is an embarrassing slap in the face.

It took me to late last night to really understand exactly why I have such a negative reaction to this. It's not just because it is a ridiculous name, it's a bloody poster child for the culture (or rather, lack of) prevalent in our society today: nothing is sacred anymore.

Instead of retaining our dignity, sense of history, culture, and permanence, we sell out to the highest bidder with no regard for the implications of that sale. Or the message it sends to others.

We wonder so few things have value or significance to our kids. No wonder people from other countries regard us as a kind of pathetic walking joke.

A thought to ponder: Warwick Castle in the UK was built in the 11th century. It's changed ownership countless times over the centuries. It's ~still~ called Warwick Castle. It's not called the BBC Castle, or the Guinness Beer Castle.

And people there are justifiably proud of their history. They have a culture and know who they are. That means something to them.

If we had castles here, we'd plow them down and build condos in their place. We ~might~ put a little park and gift shop nearby to commemorate that castle.

But in 10 years, we'd rename that park to something like "The Sham-Wow Memorial Park" because some sponsor paid enough for the name.

Where did we go so wrong?