The Ruth at doTERRA: A Naming Rights Blueprint for the Arts
Victus Advisors delivers an objective, data-driven valuation for The Ruth at doTERRA, empowering capital fundraising and partner alignment for this landmark performing arts center.
Client
Cook Impact
Sector
Performing Arts & Live Entertainment
Project
Naming Rights & Founding Partner Valuation
Year
2024
Client Challenge
Cook Impact engaged Victus Advisors to develop an independent, research-backed valuation of naming rights and founding partner opportunities for The Ruth at doTERRA — a new $55 million performing arts center intended to elevate Utah’s cultural landscape. The challenge: quantify both tangible and intangible value elements 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 for both commercial and goodwill elements. The valuation incorporated estimated impressions, signage, digital media, activation opportunities, and comparable benchmarks, resulting in a robust framework for multi-tiered naming rights and partner packages.
Benefits to Client
The analysis provided Cook Impact and The Ruth with clear, 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 opportunities for ongoing sponsorship revenue and community impact. The final roadmap supports a long-term fundraising strategy to sustain high-quality programming and community engagement.