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.

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.

Senator Harry Reid and John Ensign; U.S. Representative Shelley Berkley, Jon Porter and Dean Heller, Gov.

The center is approximately 65,000 sq ft (6,000 m2) and includes 13 examination rooms, offices for health care practitioners and researchers, a "Museum of the Mind", and a community auditorium.