Inside the Utah First Credit Union Amphitheatre naming rights deal
This story appears in the May issue of Utah Business. Subscribe.
Nestled in the foothills of the Oquirrh Mountains, an audience of fans rocked out to the Beach Boys during the USANA Amphitheatre’s inaugural concert in July 2003. That night was special for many reasons, but for concertgoers in Utah, it meant the opening of the first large outdoor concert venue since the closure of the Wolf Mountain Amphitheatre in 1997.
Finally, music fans of every genre had a place to escape to the sounds of their favorite artist or group thanks to the hard work of Jim McNeil, then-president of United Concerts; the cooperation of West Valley City and the sponsorship of USANA Health Sciences.
After two decades of concerts and shows, the amphitheatre in West Valley is getting a new name and sponsor. Utah First Credit Union recently announced it has become the title sponsor of the renowned open-air performance space in partnership with Live Nation, changing its name to the Utah First Credit Union Amphitheatre.
“We’re so thrilled about this collaboration. Part of our mission at Utah First Credit Union is to be significant in the lives of our members and the broader community. This sponsorship is our way of showing that we really mean it,” says Darin Moody, CEO of Utah First Credit Union. “The Utah First Credit Union Amphitheatre is our way of showing up for the community in a big way to provide a place where people can come together to relax, kick their feet up and build lasting memories.”
A live music hub
Based in Los Angeles, Live Nation — launched in 1996 as SFX Entertainment by Robert F. X. Sillerman — is now among the largest live entertainment companies globally. In October 2017, Live Nation expanded its portfolio by acquiring United Concerts, taking over the then-named USANA Amphitheatre and elevating the venue’s profile with more significant events.
“With a legacy spanning more than 20 years, this venue continues to be a vital hub for live music fans in Utah,” says Andy Peikon, SVP and head of venue sales at Live Nation. “Music brings people together, and this partnership with Utah First will allow us to deepen our roots within the community, promising to bring local music fans more live music experiences they’ll never forget.”
Major shows have already been announced for the 2024 concert season, including Red Hot Chili Peppers, Niall Horan, New Kids on the Block, Thirty Seconds To Mars, Alanis Morissette, Jason Aldean and Lainey Wilson.
“The amphitheatre is such an iconic venue and a community pillar here in Utah, and it’s hosted a lineup of superstars that’s as diverse as our membership,” Moody says. “We’re pleased to have the opportunity to be a part of bringing such unforgettable live music experiences to hundreds of thousands of Utahns every year.”
“Music brings people together, and this partnership with Utah First will allow us to deepen our roots within the community, promising to bring local music fans more live music experiences they’ll never forget.”
In-tune dealmaking
Initially, Live Nation approached Utah First Credit Union and several other Utah businesses to gauge interest in the title sponsor opportunity. After reviewing the initial proposal for the naming rights, the team at Utah First Credit Union decided to take the first steps of engagement.
Following a series of exploratory meetings, Live Nation and Utah First Credit Union engaged in a thorough discovery process to assess how naming rights could enhance their shared values, positively impact the community and intertwine their services with the fabric of the local arts scene. This collaborative effort led to a deep understanding and alignment on the strategic benefits of the partnership. As a result, both parties were able to forge an agreement reflective of their mutual vision and commitment to the community, which culminated in a successful partnership.
Partnership perks
The collaborative spirit between Utah First Credit Union and Live Nation paves the way for mutual benefits. For Live Nation, it’s an infusion of local enthusiasm and investment; for Utah First Credit Union, it’s a unique avenue to enhance its visibility and forge a deeper connection with the community. Moody is optimistic that the partnership will stimulate economic activity surrounding the amphitheatre by increasing foot traffic and, in turn, business for restaurants, hotels and shops.
Utah First Credit Union executives have designed perks they hope will incentivize both concert attendance and the use of Utah First Credit Union’s financial services. Patrons with Utah First personal checking accounts now have access to presale tickets for amphitheatre shows. Additionally, carrying the Orange Platinum Visa card from Utah First Credit Union offers members the convenience of fast-lane access at concerts. This premium benefit allows for expedited venue entry, streamlining the arrival process and providing a smoother, more enjoyable concert-going experience.
“Partnering with Live Nation has opened doors to new opportunities for our company, allowing us to expand our reach, strengthen our brand presence and connect with audiences in meaningful ways,” Moody says. “Whether it’s through innovative marketing initiatives, exclusive VIP experiences or community engagement programs, our collaboration with Live Nation has enriched both our business and the cultural landscape of Utah.” 
