The Long Center's outdoor community space has a new name.
It will now be called the H-E-B Terrace. The partnership was announced at the center's pre-Christmas event with "Santa on the Terrance," where hundreds of families gathered for photo opportunities, food and show.
"We love having it on Black Friday because it gives everybody a chance to digest, enjoy Thanksgiving and to kick off the Christmas season," Long Center President and CEO Cory Baker said.
H-E-B representatives said the terrace is the heart of the Austin district, and the grocery chain has
supported the Long Center since the beginning.
"They actually donated to our capital campaign ... so it was the perfect match going forward. We couldn't be more proud," Baker added.
The store helps to sponsor free events such as "All Summer Long" series, which includes
Bubblepalooza, Trailer Food Tuesdays and Sound & Cinema -- drawing in thousands of visitors.
"At H-E-B, our customers are families, and we know that not only do we have to nourish their bodies but also have to nourish their souls," H-E-B Public Affairs Manager Leticia Mendoza said.
H-E-B has the name rights to the terrace for the next five years.
“We are thrilled to be able to strengthen our partnership with the Long Center, as we share in the belief that arts are an integral part of building a strong community, understanding our diversity, preserving our history and building our future. The H-E-B Terrace is the ideal community gathering place for these beliefs to intersect -- it is the heart of the Austin arts district and welcomes everyone to experience art in a public way," H-E-B Central Texas Senior Vice-President and General Manager Jeff Thomas said.