The sellout crowds at this year's Florida Everblades post-season games illustrated what Craig Brush knew in November 1998 when he and his partners opened a $30 million arena along Interstate 75 in tiny Estero. His hockey team would pack 'em in. Furthermore, Germain Arena, formerly known as TECO, would serve up much more, including concerts, family shows and other sporting events, and would become a destination in Southwest Florida, says Brush, arena president.

The venue has flourished alongside Miromar Outlets mall and Florida Gulf Coast University, all of which have helped put the unincorporated community on the map.

At first, locals were skeptical that a hockey team playing in the subtropics would attract enough fans, Brush recalls. But the snowbirds and transplants from the North bought tickets and haven't stopped. "We developed a lot faster than we anticipated," says Brush, a Toronto native. "I remember when I could drive from Naples to the arena on I-75 without seeing another car."

1 What's behind the name change of TECO, now Germain Arena?
TECO Energy bought the naming rights to the arena on a 20-year contract. Germain recently approached TECO about acquiring the naming rights. TECO felt that over the past five years or so that their name has been on the arena, they had gotten their name out to the public enough, so they decided to transfer the naming rights to Germain for the remainder of the contract.
Bob Germain is the owner [of the car dealerships in Southwest Florida]. He owns naming rights to an amphitheater in Columbus, Ohio, and has enjoyed that. He decided he wanted to do the same thing here.

2 What challenges does the new Germain Arena face?
We're always trying to do more things and to utilize as many days at the arena as possible. We want to bring more and more events to the arena. We're going to shoot for 100 events a year.

3 What are some of the new entertainment draws coming to the arena?
We've just entered into an agreement with the National Basketball Development League (NBDL). We've booked 24 dates with them, beginning this November. About eight different teams in the NBDL will end up playing here. And that's in addition to the 40 hockey dates we have booked and the eight football dates. We're also looking to bring a lot more concerts to the arena, and a greater variety of shows. Those typically don't book until eight weeks out from the date. We have Cher coming for two dates in September.

4 How do you plan to attract big names to the arena?
We've found that promoters and artists like coming to the arena. Their events are always very well attended here and they are treated well. Word spreads.

5 What are your long-range goals for the arena?
We are going to continue what we're doing and provide as many entertainment options as possible. We bill ourselves as affordable family entertainment and we are a very service-oriented facility. We always try to make it a very pleasurable experience for our customers.