The U.S. Cellular Center is a well-known entertainment venue in Eastern Iowa. The facility is on the leading edge of bringing culturally rich, highly entertaining and visually stimulating events to the surrounding population. Opened in 1979 as the Five Seasons Center, the facility was renamed in July 2000 when an advertising partnership was formed with U.S. Cellular. Over the years, the facility has hosted concerts, family shows, motor sports, conventions, religious gatherings, consumer shows, ice shows, circuses and corporate events.