JB’s daughter fights to keep father’s legacy intact
By Timothy Cox
For Atlanta Daily World (Real Times Media)
For nearly 20 years, the largest concert venue in Augusta, Ga. has been named to honor the city’s favorite son – the “Godfather of Soul,” James Brown.
In recent weeks, following the demolition of the former James Brown Arena (JBA) earlier this year, Augusta city officials have informed local media that the Godfather’s name will possibly be removed from the soon-to-be rebuilt replacement complex, again located in the same location, on 7th Street in downtown Augusta.
In addition to several city leaders and local residents, James Brown’s oldest daughter, Dr. Deanna Brown Thomas, has naturally taken offense to her father’s name deletion and has publicly stated her opposition to a potential name-change.
“First of all, it’s disrespectful to my father’s legacy,” Dr. Brown-Thomas told Atlanta Daily World, from her Augusta offices, where she serves as president of the James Brown Family Foundation.
She continued: “I remember when I called my father to tell him the Augusta-Richmond Coliseum Authority wanted to name the Civic Center after him (August 2006). He was quiet and was obviously emotional. He was so thankful and honored. He realized for that building to be named for him, it was also a symbol for young black children to realize that someone who looked like them could attain such an achievement, she said.
The Civic Center was officially renamed the James Brown Arena in October 2006. The idea to float James Brown’s name for the old Civic Center, was proposed by a conservative Augusta radio personality named Austin Rhodes, around 1997.
Rhodes’ suggestion eventually caught steam and by fall 2006, the Coliseum Authority latched onto the new name, while residents and civic officials alike figured would bring an international flavor to a small-town arena.
At the October 2006 renaming celebration. several of Mr. Brown’s associates, band members and business staffers attended the celebratory event, which attracted folks like the Rev. Al Sharpton, former band members like Bobby Byrd, saxophonist St. Clair Pinckney, trumpeter Joe Collier and drummer, Tony Cook.
Fortunately, the special re-naming occurred in October 2006, because just two months later, the “Godfather of Soul” died on Christmas day, reportedly of pneumonia issues.
The Coliseum Authority recently claimed a company called Primary Wave Music, has rights to James Brown’s name, image and likeness and were in support of a possible name-change in order to welcome corporate name sponsors, similar to Mercedes-Benz like in Atlanta at the former Georgia Dome site.
Dr. Deanna Thomas Brown refuted that claim and urged Primary Wave officers to offer an official response, likewise negating any connections to an omission of Mr. Brown’s name for financial reasons.
Augusta club owner, Cuthbert “Coco” Rubio, co-owns the Soul Bar on Broad Street with his brother Jason Rubio. His downtown Augusta live-music/dance club was originally designed to honor the Godfather of Soul, he said. “In the mid-‘90s, there was no James Brown Blvd. or a James Brown statue. We were first to show Mr. Brown the love he deserved in his hometown,” said Coco Rubio. Paraphernalia and trinkets dot the club’s scenery, along with posters dedicated to past touring dates and schedules. Since opening in October 1995, Soul Bar has become a destination spot for Augusta tourists and visitors.
Rubio, 58, said he’s disappointed that such a discussion even exists. “But, I’m not surprised. It’s almost like reverting back to 1995 again. It should be a no-brainer to name an entertainment venue after the world’s most famous musician. He loved Augusta – so continue to give him the flowers he so deservedly earned,” said Coco Rubio. “He paid the cost to be the boss.”
As of late June 2025, Augusta mayor Garnett Williams, along with recently retired Augusta-Richmond County Commissioner Alvin Mason and other city leaders have publicly announced their stance to keep the James Brown name boldly upon ensuing marquee and signage on the new facility upon completion.
Nearly 3,000 area citizens have voiced their efforts to “preserve” the James Brown Arena name via a signed petition on change.org
Building contractors have projected the facility to be completed by spring 2027, in time to house graduation ceremonies for the city’s many class of 2027 area high school graduates.
Calls to reach mayor Williams and commissioner Mason were unreturned.
(Timothy Cox is a member of the National Association of Black Journalists, a former Augusta Chronicle staff writer and Scripps-Howard news chain. His career started as Entertainment Editor with the New Pittsburgh Courier. He can be reached at teacawks2@gmail.com).
