KITCHENER — The Aud will remain so in name, for now.

Rebranding the East Avenue barn — home to the Kitchener Rangers — is a low priority for citizens, according to a survey done by a city committee.

"The general public basically stated that they would rather us do something different than (renaming) the Aud," said Paul Pickard, manager of the Aud and arenas. "It doesn't mean it can't happen."

As head of the steering committee for the municipal partnership program, Pickard is currently preparing a report for council that identifies potential revenue streams at the city's rinks, pools and fields, among other things.

The Aud is the city's centrepiece when it comes to selling naming rights. A major sponsor at the 64-year-old arena could mean millions in revenue.

But changing the name is a touchy subject.

"We haven't gone out and actively tried to get a sponsor or naming rights person," said Pickard. "But if we were approached, I guess all things would be considered."

Other cities with teams in the Ontario Hockey League are cashing in.

The Meridian Credit Union coughed up $5.23 million over 25 years to put its name on the home of the Niagara IceDogs when it opened last year.

The John Labatt Centre changed to Budweiser Gardens in London in a decade-long deal for $6.4 million three years back. That same year, Erie bid farewell to the Tullio Arena and welcomed the Erie Insurance Group in a $3-million, 10-year exchange.

Hamilton did the switcheroo last year when the long-standing Copps Coliseum — named after one time mayor Victor K. Copps — turned into the FirstOntario Centre at a price tag of $3.5 million over 10 years.

Only four other OHL teams play in arenas without a sponsor — North Bay, Peterborough, Sudbury and Owen Sound.

Kitchener has sold naming rights before, at least in the form of a donation. In 2008, the Activa Group gave $500,000 toward the $20-million twin-pad arena on Hanson Avenue in an arrangement that expires next year.

The Aud is a unique case. It opened in 1951 as a living memorial to soldiers, so slapping a neon logo on it could be seen as bad taste. Another consideration is the main rink in the three-pad building, which is named after former Kitchener mayor Dom Cardillo.

"It's a shrine to the community," said Pickard, adding that to his knowledge no formal offers have been made to rename the Aud in the past four years under his watch. "I just think the rich and deep tradition is something the community really treasures."

Ward 2 Coun. Dave Schnider grew up going to Rangers games with his dad Stan and would rather see funds generated from renaming trail systems or other sports facilities.

"For me, renaming the Aud, I'd be very upset about that," said Schnider, who has also been the Rangers' public address announcer for the past 20 years.

"I go back to going to Rangers games with my dad since 1965. In those days the box office was on the East Avenue side and that wooden plaque that is beside the box office now was hung up above those windows.

"My dad always made a point of pointing out the message on that — this is a living memorial. I think that it's something very sacred."

Though, as a city councillor, Schnider added that he would represent his constituents' desires.

"If it was overwhelming that people are OK with this, I would have to support that but in my heart anything that would take away from that tribute is very difficult for me."

Also at issue is whether or not the Rangers would realize any gains in a sponsorship deal at the rink. After all, as the primary tenant, the OHL franchise would be the chief promoter of a new moniker as it plays at least 34 games in the arena each season.

Pickard said he doesn't think the club would share in any revenue from a potential pact since the city owns the building. And that jibes with Rangers' chief operating officer Steve Bienkowski's view of the team's current deal with the city.

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"If I look at our contract we're not entitled to revenue outside the bowl," he said.

Regardless, the Rangers aren't in favour of change. When the team sunk about $14 million into renovations at the Aud three years back, it discussed assurances with the city that the facility would keep its original title.

"It was built to honour war veterans and then all of a sudden because someone can get a few dollars you're going to drop that — (it) doesn't make a lot of sense to us," said Bienkowski.