The Bunker We Once Loved

I felt a little bit sorry this week for the U.S. Cellular Center.

“It's less than inspiring,” said Dan Thies of OPN Architects, which is designing a new convention complex and phone center makeover. The hulking arena, hunkered down along Interstate 380 downtown, doesn't give passers-by much of a “55 mph moment” to remember fondly, he said.

“It's gray. It's old. It's worn out,” Thies said. You really know how to hurt a bunker, don't you? Alas, it doesn't take an architect to recognize that its East German-esque exterior is not going to inspire much painting or poetry.

OPN proposes wrapping the 31-year-old arena in a massive mesh screen decorated with giant faces of local residents. (Pictured above) Will this big lampshade make it the life of the party? We'll see.

But was it always this way? Was there a day when this great edifice brought broad smiles?

Yes, sort of.

“I don't think the exterior meant anything to us,” said City Council member Chuck Swore, who helped push a successful $7 million, 1975 bond issue that built the then-Five Seasons Center, and Stouffer's hotel.

The potential for concerts, boat shows, basketball, etc., mattered more, he said. A city craving a big arena, and that got one only after a long fight, cared little about its rough exterior when it opened Jan. 25, 1979.

I read through lots of archival news stories, and found no mention of any opinions on what the center looked like from the outside. Many comments on the colorful, padded seats. But no architectural critiques.

At the groundbreaking, someone did toss an ear of corn into the photo op to protest its “corny” name. The Gazette explained, “Those five seasons are: Learning, working, growing, enjoying and the time for the other four.”

Then, as now, hopes were high. City leaders expected the new joint to attract 750,000 visitors and boost convention business from $3.3 million in 1978 to as much as $15 million in 1979. “The new U.S. Cellular Center is the greatest thing since the printing press,” proclaimed a Gazette advertisement. “It is a new dimension in entertainment and leisure time opportunity. This will help industry attract and keep quality employees.”

The full text of the ad:

The Five Seasons Center adds to the many reasons why people want to work and live in the Cedar Rapids area. It is a new dimension in entertainment and leisure time opportunity. This will help industry attract and keep quality employees. Also, the center and the new Stouffer's Five Seasons Hotel atop it are creating about 500 new full and part-time jobs for people in this area.

Leaders predicted development would follow. From the Dec. 17, 1975, Gazette, (front page below) the day after the bond issue passed:

(Bill) Fletcher (chairman of the committee promoting the project) said the affirmative vote proved "Cedar Rapids is a city that's really on the move" and predicted the community center will spur extensive development not directly related to the new facility.Mayor Don Canney said the result showed city residents are still progressive. "Needless to say, I'm elated," the mayor said. "It's going to be a tremendous step forward for this community. "I think it was a vote of confidence in the people of this city."

Mayor Don Canney said the result showed city residents are still progressive. "Needless to say, I'm elated," the mayor said. "It's going to be a tremendous step forward for this community. "I think it was a vote of confidence in the people of this city."

And it was a big draw, for a while. Bob Dylan, KISS, John Denver, Kenny Rogers, Motley Crue all took to the stage over the years. Not bad for a facility built without any food service equipment in its concession stands to stay under a very tight budget.

Then, over time,  the market, especially for conventions, passed it by.

Today's boosters predict the convention complex, upgraded Crowne Plaza Five Seasons Hotel and spruced-up arena, inside and out, will draw 375,000 visitors annually. They'll spend $22.8 million, with a total economic impact of $34 million, we're told. Between July 2009 and July 2010, visitors spent $11.8 million at conventions, meetings and sporting events, according to the Convention and Visitors Bureau.

I hope, after spending $75 million, those predictions mesh with reality. Or no amount of architecture is going to make residents feel very inspired.

 Comments: (319) 398-8452; todd.dorman@sourcemedia.net

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