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A Naming Rights Blueprint for The Ruth at doTERRA

Victus Advisors delivered an independent valuation for naming rights and founding partner opportunities at a new $55 million performing arts center in Pleasant Grove, Utah.

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Client
Cook Impact

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Sector
Performing Arts, Brands

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Project
Naming Rights & Founding Partner Valuation for The Ruth at doTERRA

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Year
2024

Client Challenge

Cook Impact engaged Victus Advisors to develop an independent valuation of naming rights and founding partner opportunities for The Ruth at doTERRA — a new $55 million performing arts center in Pleasant Grove, Utah. The work needed to quantify both tangible and intangible value to ensure donor agreements balanced philanthropic intent with fair commercial market value.

Approach

Victus Advisors analyzed comparable performing arts naming rights deals, conducted market and demographic research, inventoried available sponsorship assets and calculated fair market value across both commercial and goodwill elements. The valuation accounted for estimated impressions, signage, digital media, activation opportunities and benchmark deals, resulting in a multi-tiered framework for naming rights and founding partner packages.

Benefits to Client

The analysis equipped Cook Impact and The Ruth with defensible valuations for naming rights, founding partners and premium donors. By quantifying both commercial and charitable components, stakeholders gained confidence that major donations were appropriately recognized while preserving room for ongoing sponsorship revenue and community impact. The final roadmap supports a long-term fundraising strategy to sustain high-quality programming and community engagement at one of the state's most significant new arts venues.