With the crappy economy, one might hope for less corporate arrogance in branding. But one would be foolish to do so.
As of today, the south Denver concert hub Fiddler's Green Amphitheatre will now be known as ... Comfort Dental Amphitheatre. Yes, as in the dental chain. Because who doesn't want to think about crowns, cavities, scaling and painful bills while enjoying a show?
The name will remain for three years under the Comfort contract.
I admit, Fiddler's Green may not have been the most kick-ass name ever, but it beat Coors Amphitheatre (its moniker during much of the last decade). And it sure beats this one.