The home of the RoughRiders has become a valuable community asset with a new partnership that looks to continue that progress.

It was announced Monday that after 20 years, the Cedar Rapids Ice Arena will be rebranded.

In a naming rights agreement between the City of Cedar Rapids and ImOn Communications, the new name will be "ImOn Ice". The agreement is effective through 2024, and VenuWorks will continue to be the manager of the arena.

Interior and exterior signs are being replaced with the new name and the new website is under construction. City Manager Jeff Pomerantz said in a statement:

We look forward to continuing to operate and enhance the ImOn Ice venue, which offers vital entertainment and recreational opportunities that benefit our entire community

Additionally, VenuWorks plans a $1.5 million upgrade to concession stands,  installation of new decks in the endzones and installation of new seats.

The virtual reality arcade built inside the ice arena last summer continues steady growth and the venue will host the 2020 Roller Sports Championship and 2021 National Curling Championship.

[Via Imon Ice, CBS2]