Zappos Theater has been one of the most prominent live entertainment venues on the Las Vegas Strip for at least a decade now. And long before it hosted concert residencies from Britney Spears, Jennifer Lopez, Gwen Stefani and the Backstreet Boys, it was the site of the former Aladdin Theater. It took the Zappos name in 2018, thanks to a sponsorship with the Downtown-based online retailer, changing from its former name of Axis.

This week brings another name change for the Planet Hollywood Resort’s top entertainment destination. On March 24, it officially becomes Bakkt Theater, thanks to a new partnership between resort operator Caesars Entertainment and Bakkt Holdings Inc., a digital asset company headquartered in Georgia. Live Nation will continue to exclusively book the venue.

“As we begin this new chapter as Bakkt Theater … we remain committed to creating an unforgettable live entertainment environment for our guests along with the best experience we can provide the artists who grace our stage,” Jason Gastwirth, president of entertainment for Caesars Entertainment, said in a statement. “We look forward to building upon the venue’s incredible legacy with our new brand partner and the exciting renovations that are underway.”

The theater has been undergoing multimillion dollar enhancements over the past year, according to the announcement, including renovated artist dressing rooms and amenities and other aesthetic improvements. It already benefitted from state-of-the-art audio and technical capabilities and nightlife-inspired amenities like VIP table seating and bottle service, popular offerings for many of those residency shows.

John Legend and Shania Twain recently wrapped up residency runs at the theater, and country stars Keith Urban and Miranda Lambert have launched new engagements in recent months. Lambert will be the first to play in the rechristened Bakkt Theater on March 24, 25 and 30. For tickets and other information, visit caesars.com/planet-hollywood/shows.

“We’re excited for the unveiling of this physical representation of our relationship with Caesars in Las Vegas,” Mark Elliot, chief sales and marketing officer at Bakkt, said in a statement. “The Bakkt Theater is one of the many ways our brand will be visible to Caesars customers as we work together to offer new cryptocurrency options, and we are proud that the Bakkt name will be attached to a premier live entertainment destination for millions of fans moving forward.”