Upon Halloran's retirement toward the finish of 2015, the Memphis Development Foundation procured Brett Batterson as the new President and CEO. With this progress in administration, the Memphis Development Foundation embraced a self-assessment process, rethinking its vision, statement of purpose, and name. In May 2016, the association embraced its new character and a refreshed logo and brand configuration to end up plainly the Orpheum Theater Group, a philanthropic organization committed to the beforehand expressed statement of purpose.