For over twenty years, Classic Residence by Hyatt built its reputation on its relationship with the Hyatt hotel brand. In 2007, company president Randal Richardson said that "Classic Residence by Hyatt has really translated the quality of the Hyatt brand into luxury senior living."[6]
In 2008, Classic Residence by Hyatt sold its trademark and agreed to discontinue use of the Hyatt name. When the new name - Vi - was revealed to residents at its Palo Alto community in June 2010, there was reportedly "an audible escape of air from the aged crowd" that included "murmurings of disbelief".[7]