Keep Memory Alive (also known as KMA) was founded by Larry Ruvo, senior managing partner of Southern Wines and Spirits, in memory of his father, Lou Ruvo, a victim of Alzheimer's Disease, together with his wife Camille, Mirage Resorts CEO Bobby Baldwin (who also lost his father to Alzheimer's Disease), and Bobby Baldwin's wife Donna. KMA supports the mission of the Lou Ruvo Center for Brain Health and has held several star-studded galas, attended by celebrities and notables from around the world. It has become one of Las Vegas’ most important charity initiatives and a key participant in the nation fight against Alzheimer's disease. Since its inception, the event has raised more than $20 million towards achieving its goal – the realization of the Lou Ruvo Center for Brain Health. Funds committed by such supporters as the Spector Family Foundation, the Roland and Terri Sturm Foundation, Steinberg Diagnostics, the Hard Rock Hotel and Casino and America Online will be utilized for the construction and operation of this state-of-the-art facility. The Center is planned to become a national resource for the most current research and scientific information for the treatment of Alzheimer's, Parkinson's, Huntington 's Diseases, Multiple Sclerosis and ALS (Lou Gehrig's Disease) as well as focusing on prevention, early detection and education.

The two main areas of the building, separated by a corridor that marks the opposition of one another, bring to mind the classic dichotomy of the cerebral hemispheres, the medical and research wing more rational and contained and the events hall, more free and fantastic..
This gap also seems to allude to the divided loyalties of architects in their work should pay equal attention to practicality and creative, order and desire. Gehry, in particular designed based on an approach that varies between analytic and completely intuitive.