Vail Resorts readies new name for PCMR
July 10, 2015
There is apparently a new name for Park City’s namesake resort: Park City Mountain.
In a Park City Mountain Resort release this week, the resort is referred to as ‘Park City Mountain.’ The release announces that a rebranding will be made public later in July. It would be the first name change at the resort since the 1990s.
Colorado-based Vail Resorts acquired PCMR in 2014 and intends to link PCMR and Canyons Resort into a single property this summer. Vail Resorts operates Canyons Resort as part of a long-term agreement with the Talisker corporate family.
The release includes a prepared statement from Bill Rock, the chief operating officer at PCMR, that refers to the resort as Park City Mountain.
"Unveiling our new brand will mark a historic day for Park City Mountain. The ambitious $50 million capital improvement project to connect Park City and Canyons to create the largest resort in the U.S. is well underway and we are excited to share the new identity of the combined resort with our community," Rock said in the statement.
The Park City Mountain Resort moniker has been used since the mid-1990s, when Powdr Corp. acquired the property. It had been called Park City Ski Area before the Powdr Corp. acquisition, and some long-time Parkites occasionally still refer to the resort as the ski area. That name change, made in 1996, was an acknowledgement of the growth of snowboarding and marketers did not want to discourage snowboarders with a name that included the words ski area. Park City Mountain Resort is widely referred to as PCMR.
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A change to the Park City Mountain name starting in the 2015-2016 ski season would represent a shift in strategy by Vail Resorts. The company in December, as it announced details about the PCMR-Canyons Resort connection, said the single property would be operated under the Park City Mountain Resort moniker during the upcoming ski season. It said what was the base area at Canyons Resort would be called ‘Canyons at Park City.’ The Vail Resorts statement said it would "continue to maintain the unique history and atmosphere of the two base areas with differentiated marketing for the diverse hotel and hospitality experiences."
PCMR said more details will be made public on July 29. The release indicates a community celebration will be held that day. A new logo and a redone trail map will be some of the highlights of the July 29 event.
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