Jones Center rebrands, opens renovated ice arena

The Jones Center in Springdale^[1] recently released a new brand and renovated its ice arena in celebration of its 30th anniversary. The project cost $625,000.

The rebranding effort was led by the Jones Center marketing department in collaboration with Doxa/Vantage and AMP Sign & Banner. The new brand was introduced following the Jones Center’s release of a new strategic plan earlier this year. Its new tagline is, “Your place to thrive.”

The rebranding included a new name for the nonprofits supported by the Harvey and Bernice Jones Trust, the entity that oversees the Jones Center. The new name is the Jones Community for Nonprofits. About 100 nonprofit affiliates are housed in the Centers for Nonprofits in Rogers and Springdale. Jones Community for Nonprofits will soon expand to include shared resources for area nonprofits.

The first glimpse of the new brand was installed at center ice in the renovated Joel Carver Ice Arena. Renovations included modern amenities for users such as updated locker rooms, showers, new flooring, new cubbies and lockers in public areas, and a new loft for events and arena viewing.

According to a spokeswoman, the Jones Center used money raised during Big Night in 2021, support from Tarkett Commercial Flooring and Spacestor, and contributions from the Harvey and Bernice Jones Trust to pay for the renovations. Tyson Foods Inc. helped support the cost of the ice melt/refreeze of the ice rink.

Buffalo Builders was the contractor. The Jones Center maintenance and operations team managed the ice resurfacing. Over two weeks, the team melted the ice and spent many hours resurfacing the floor, placing the new logos, and installing and painting hockey lines and curling lanes for future programs, the spokeswoman said.

“Reaching our 30th anniversary is an incredible milestone that salutes the lasting impact of Bernice Jones, the founder of this center,” said Joe Lloyd, president and CEO of Jones Center. “This brand is built with a clear, powerful purpose celebrating her legacy, and positioning ourselves to serve this community for the next 30 years and beyond.”

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