Former President Gerald Ford was a patron of the arts and deeply fond of Vail, Colorado. His name was added to the world-class outdoor amphitheater to honor his legacy in the Vail Valley. The Vail Valley Foundation has stewarded the beautiful venue since its opening in 1989. However, the branding of the venue was always treated as an afterthought. In 2020, the Vail Valley Foundation Chose to seek out an intentional brand that would help bring larger partnerships with musicians, promoters and more, and give the theater a strong brand to help it stand out as a world-renowned venue.