Credit union buys naming rights for arena's theater shows

'There truly isn't a bad seat in the whole venue'

READING, Pa. - Diamond Credit Union is banking on select shows at the Santander Arena in Reading to help broaden awareness of its business in Berks County.

The Pottstown-based credit union has inked a deal with the SMG-managed arena for naming rights for the venue's theater.

The Diamond Credit Union Theater is a conversion of the arena that features a pair of seating configurations for 2,500 and 4,500 patrons, providing them with a more intimate show setting.

"The Diamond Credit Union Theater at the Santander Arena is the perfect setup for family shows and more intimate concerts," said David Farrar, the arena's general manager. "We already have an awesome performance space, but when set up in this theater configuration, there truly isn't a bad seat in the whole venue."

The Diamond Credit Union Theater will debut this weekend with a Mannheim Steamroller Christmas concert on Friday and the Gaither Christmas Homecoming show on Saturday.

"We feel this new venture for Diamond provides a unique opportunity to reach diverse groups of area residents through the vast mix of high-quality entertainment and events that are brought to our region by the arena," said Todd Rothenberger, Diamond's SVP/chief marketing and retail delivery officer.

In addition to its location in Pottstown, Diamond Credit Union has branches in Boyertown, Exeter Township, Spring Township, and West Reading.

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