Even those who hate going to the dentist might be willing to take in a concert or two this summer at the Comfort Dental Amphitheatre — the recently renamed 18,000-seat venue in Greenwood Village.
Formerly known as Fiddler’s Green Amphitheatre, the open-air venue off Interstate 25 and East Orchard Road in the Denver Tech Center is owned by the Museum of Outdoor Arts and operated by Live Nation. Comfort Dental, a Colorado-based chain with more than 1.5 million patients in five states, on Tuesday acquired the naming rights for the next three years.
The name sounds silly at first, right? But so did Dick’s Sporting Goods Park. And Invesco Field at Mile High? Yeah, we might get used to these corporate-sponsored names, but they rarely roll off the tongue. The Comfort Dental Amphitheatre has the benefit of being named after a local company — heck, I think I got my teeth cleaned at one of their joints in Boulder or Westminster back in the mid-’90s. That said, the new name of the venue also opens up the door for plenty of jokes.
One Denver Post reader got started early this morning with this comment on the original story: “This makes sense. Buying a ticket to concerts is about as pleasant as a root canal.”
Rim shot. And they’ll keep coming all day, folks — all year, even, that is for those who choose to stop calling it Fiddler’s Green.
Already booked for this summer at Colorado’s largest outdoor amphitheater are Chicago and the Doobie Brothers on June 23 and Tim McGraw and Lady Antebellum on July 31.
“When people enjoy the music at Comfort Dental Amphitheatre, that positive feeling carries over to our brand and their next dental visit,” Comfort Dental vice president Neil Norton said in a statement.
From 2002 to 2007, the venue was known as Coors Amphitheatre.
Follow Reverb on Twitter! Here!
Ricardo Baca is the founder and co-editor of Reverb and an award-winning critic and journalist at The Denver Post. He is also the executive director of the Underground Music Showcase, Colorado’s premier indie music festival. Follow his whimsies at Twitter, his live music habit at Gigbot and his iTunes addictions at Last.fm.