Midtown Phoenix has taken a skyscraper step in rebranding its image

Viad

ViadBy Mike Sunnucks | Phoenix Business Journal

One of Phoenix’s most well-known office buildings has a new name.

The Viad Corporate Center on Central Avenue north of McDowell Road has been named the Central Arts Plaza. The building used to be the corporate headquarters of the Dial Corp.

Phoenix Mayor Greg Stanton and the owners of the Midtown building — California-based McCarthy Cook & Co. — announced the renaming this morning.

The 500,000-square-foot, 24-story building is home to the corporate headquarters of the Viad Corp. (NYSE: VVI).

The building is near the Phoenix Art Museum, Arizona Opera and Heard Museum. The city is trying to brand the area as an arts district.

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