Bedlam (originally Bethlem) was an asylum built in London, where "patients" were kept in deplorable conditions and served as a passing attraction for rich visitors. Ever since I learned about Bedlam, I've been fascinated (and horrified) by it. I figured it'd be a suitable name for a degenerate, everything-goes gladiatorial arena.
On another note... The identity of the mystery caller on page 9 of this chapter is revealed!