I use it anywhere from 250 to 2000, depending on what sort of look I want, and/or what I can get away with exposure wise.
When I want it to look how Kodak intended it to look, I rate it at box speed and use an incident meter.
When I know I want to overexpose every single shot, for whatever reason (usually for a tad more bite and detail in the shadows), I rate it at 250. I don't rate it below that even if I want more overexposure. I prefer to do the additional overexposure manually after doing the first 2/3 stop built in by rerating.
When placing low tones, I usually use EI 500, and push 1/2 stop, due to the film's relatively low contrast.
It has a lot of underexposure latitude (relatively), and is low in contrast (relatively), so it is good for underexposing and pushing. It is the only fast color 4x5 film in existence, so I use it hand held, often rated at 500, 1000, or 2000, depending on the light. You can pull off 250 with hand held 4x5 in good light, but once you shoot in darker light, you need to underexpose, and the film performs well when you need to do this, up to about 2-1/2 stops (EI 2000 or so), if you push to compensate.