Will it always be Deer Creek? The history of the Noblesville amphitheater's name

For many, it will always be Deer Creek. But Noblesville's sprawling amphitheater has known a handful of names over the years, owing largely to its sale from local promoters to what would become the nation's largest concert and ticketing giant.

Some bands — Phish, Dave Matthews Band, various incarnations of The Grateful Dead — became synonymous with the venue regardless of its name. But here's how more than two decades of corporate sponsorship has affected Ruoff Music Center's history.

Deer Creek Music Center

1989-2001

In this 1991 photo, Sunshine Promotions owners Steve Sybesma, left, and Dave Lucas pose at Deer Creek Music Center (now known as Ruoff Music Center).
In this 1991 photo, Sunshine Promotions owners Steve Sybesma, left, and Dave Lucas pose at Deer Creek Music Center (now known as Ruoff Music Center).

Sunshine Promotions opened the amphitheater as Deer Creek Music Center in 1989.

More: Report: Ruoff Music Center ranked No. 1 amphitheater worldwide for ticket sales

SFX Broadcasting, which had previously been in the radio business, bought Sunshine in 1997 and transformed into SFX Entertainment, a concert promoter. Clear Channel Communications (which would eventually spin off into current owner Live Nation) purchased SFX in 2000 and expanded its lawn to increase capacity to 24,000.

Sunshine promotion owner , Dave Lucas , (Right) showing  Sandi Patti  (Left) and Anderson Mayor Mark Lawler  the plans for Deer Creek Music Center, in this 1989 photo
Sunshine promotion owner , Dave Lucas , (Right) showing Sandi Patti (Left) and Anderson Mayor Mark Lawler the plans for Deer Creek Music Center, in this 1989 photo

Verizon Wireless Music Center

2001-2011

Willie Nelson, left, John Mellencamp and Martina McBride join with other stars of Farm Aid to sing "This Land is My Land"  Saturday, Sept. 29, 2001 at the Verizon Wireless Music Center.
Willie Nelson, left, John Mellencamp and Martina McBride join with other stars of Farm Aid to sing "This Land is My Land" Saturday, Sept. 29, 2001 at the Verizon Wireless Music Center.

Verizon Wireless purchased naming rights for the venue shortly following its sale to Clear Channel.

In 2006, after its name change, Live Nation attempted to sell the venue. The company ultimately changed its mind a year later.

More: James Taylor will bring his All-Star Band to Ruoff Music Center on summer tour

Klipsch Music Center

2011-2017

Klipsch Audio, an Indianapolis-based speakers and home theater company, purchased the naming rights in 2011. Its contract ended in 2016, but the venue kept the name for an additional year as it found a new sponsor.

Singer Bret Michaels of Poison greets fans during their performance at Klipsch Music Center in Noblesville, Ind., Sunday, June 25, 2017. Tesla and Def Leppard completed the hair metal trifecta on the final stop of their North American tour.
Singer Bret Michaels of Poison greets fans during their performance at Klipsch Music Center in Noblesville, Ind., Sunday, June 25, 2017. Tesla and Def Leppard completed the hair metal trifecta on the final stop of their North American tour.

Ruoff Home Mortgage Music Center

2017-2019

Imagine Dragons lead vocalist, Dan Reynolds, takes the stage during a  performance at Ruoff Home Mortgage Music Center in Noblesville Ind. on Friday, June 22, 2018.
Imagine Dragons lead vocalist, Dan Reynolds, takes the stage during a performance at Ruoff Home Mortgage Music Center in Noblesville Ind. on Friday, June 22, 2018.

Fort Wayne's Ruoff Home Mortgage bought the naming rights following the venue's 2017 season and promptly jammed its full title into the new name.

Ruoff Music Center

The crowd at Ruoff Music Center in Noblesville watches Interpol play Saturday, Sept. 9, 2023.
The crowd at Ruoff Music Center in Noblesville watches Interpol play Saturday, Sept. 9, 2023.

2019-present

In 2019, a few simple social media posts trimmed the name down to what we know it as today.

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Rory Appleton is the pop culture reporter at IndyStar. Contact him at [email protected] or follow him on X, formerly Twitter, at @RoryEHAppleton.

This article originally appeared on Indianapolis Star: Deer Creek to Ruoff Music Center: Noblesville amphitheater timeline