Brett Blume/KMOX

Peabody Opera House Gets New Name - Stifel Theatre

Stifel Financial Corp. signs 10-year naming rights deal.

July 16, 2018 - 4:29 pm

ST. LOUIS (KMOX) - For the better part of a decade, you've known the elegant structure at Market and 14th streets as the Peabody Opera House.
But the downtown entertainment venue got a new name as of Monday -- the Stifel Theatre.

"Stifel's been associated with St. Louis for 130 years," said Ron Kruszewski, chairman of Stifel Financial Corporation. "We want to invest in downtown. What an iconic institution the Opera House, now the Stifel Theatre, is."
Originally known as the Kiel Opera House when it opened during the Depression, the venue had been closed for almost 20 years when it underwent an $80 million renovation and reopened in 2011 as the Peabody Opera House.
"In July 2010, we stood in the dust-covered lobby of the former Kiel Opera House and announced our plans for renovating and reopening this beautiful venue," said Chris McKee, principal and Chief Development Officer of CRG. "On that day we made a commitment to our community to bring life back to this part of Market Street. Eight years later, having hosted more than 500 events in our main theater and welcoming more than one million guests, 1300 Market Street has become a vibrant part of downtown."
Speaking during a Monday afternoon press conference announcing the name change was Chris Zimmerman, president and CEO of the St. Louis Blues, Enterprise Center and Stifel Theatre.
"Having two staples of our community come together for this agreement is a big moment for every who loves and believes in St. Louis," Zimmerman said. "Stifel Financial Corporation has shown and incredible level of commitment to the St. Louis community during more than a century of operation here, and this is yet another example of its efforts to cultivate economic growth of our urban core and make our downtown one of the premier entertainment destinations in the Midwest."
Kruszewski said Stifel is leading by example when it comes to reinvigorating the downtown experience.
"I think people need to invest in downtown St. Louis," Kruszewski said. "People need to come downtown. We're going to have some fun shows."
Financial terms of the 10-year naming agreement were not announced.