RAA Place – Adelaide’s most iconic city building gets a new name

28 April, 2023

The new RAA sign set to top Adelaide’s most iconic city building is one step closer to gracing the city’s skyline.

RAA, the state’s largest membership organisation, has also given the building a new name – RAA Place.

RAA has now received development approval from the City of Adelaide for the new sign, with local South Australian business, Ecept, to begin construction within weeks and installation to be complete by the middle of the year.

Chief Executive Officer Nick Reade said the state’s largest membership organisation was growing rapidly as more and more South Australians choose to become members.

“RAA is so much more than a motoring club and more South Australians are seeing the value in becoming members every day,” Mr Reade said.

“We’re an iconic and trusted South Australian organisation that’s known for roadside assistance and insurance but are growing our offerings for members in exciting areas like travel, home, solar and energy and the electric vehicle sector.  

“That growth is also reflected in our workforce and with more than 1,200 employees we’re moving into the city to help accommodate that growth.

“Our city presence will allow us to build stronger relationships with other city-based stakeholders so we can better advocate for our members.”

Mr Reade said the new RAA sign will be different to anything seen before on the 91 King William Street building, with the ability to change colours. 

“Like the organisation itself, the new RAA sign will be dynamic – able to change colour to promote and raise awareness for important causes and events like National Road Safety Week,” Mr Reade said.

“We’re extremely proud to support a local business, Ecept, who specialise in the construction of signs and have also worked with a number of other iconic SA brands.

RAA Place represents the inclusive and progressive organisation that we are and also ties into the Adelaide City Council’s vision for that part of the city – which we’ll be right in the heart of.”

Late last year RAA announced that approximately 200 of its more than 1200-strong team will relocate to 91 King William Street to help accommodate the organisation’s growth.