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Amy Roberts Nails It on Park City and Vail

In today’s Park Record, columnist Amy Roberts expounds on her feelings toward Vail, Park City, and the trademark case. She has encapsulated the issue better than anyone I have read (including us here at the Park Rag).

Here are a few tidbits from Amy’s article, which most will have probably read, but I think are important:

  • “From where I sit, this argument isn’t really about a trademark. It’s about trust. A trust Vail has not yet earned, from a town that is hard to convince.”
  • “We do not believe you [Vail] when you state there are limitations to this trademark. We are confident you have something else up your North Face outerwear sleeve”
  • “That, and honestly, your timing is awful. There has been too much change in recent years, and this trademark bit is the proverbial pin in the grenade.
  • “The funky, quirky vibe Park City once had is all but gone. And we are frantically clinging to the “all but” portion of what’s left. We have been pushed to the brink of near extinction and the idea of losing our identity to a corporate trademark, no matter how farfetched, is the last straw.”

It gets even better as you read her article. If you haven’t read it, you must. Rarely are things perfect… but this comes as close as I’ve seen in a while. She tells Vail what many Parkites are feeling.

As I’ve said before, Vail are the smartest “guys” in the room. They know what they are doing. The question is whether the people of Park City (and Utah) care enough to hit them where it hurts. Where it hurts is the Epic Pass. No Epic Pass means no upfront revenue from locals and likely a decline in pass sales for Vail (MTN on the stock exchange). No Epic pass means no incremental revenue from $14 hamburgers. Do the people decide they would rather buy a few 10 Books at Deer Valley instead of the Epic Pass. Do they decide they are willing to drive to the Cottonwoods instead of spending $600+ on their Epic Pass? Do the people push for Guardsman pass to be open and maintained year-round so there is easier access to Big Cottonwood Canyon?

Who knows what the people will ultimately decide, but if you concur with Amy you may also want to consider how to cause change.

We definitely live in interesting times.




Combine really tame terrain, easy accessibility and the UT factor, and PC was never, will never be funky or cool.

I’ve lived in a bunch of ski towns. PC is by far the lamest for cool bro brahs, artists, musicians, etc. If you like kids events, mellow mountain bike trails, and easy access to SLC, it’s awesome. But not funky.

That said, the trademarking thing is a joke. Vail should drop it immediately.

grateful local

Everyone here in PC loves to jump on the latest “outrage”. The Trademark filing was actually filed by the previous owner Powdr Corp and Vail inherited it.
PCMR as Powdr did the minimal improvements to continue operations at PCMR, but never on the scale of Vail.

Take a vacation to just about any place around the country and there is traffic. You live in a community, a RESORT COMMUNITY, that people want to visit and that WE hope that people visit.

Home prices are up, people are moving into town because this is a desirable place to live.
But inevitably, those moving in will become as entitled, as grumpy and and as cantankerous as the rest of us that only moved here a few years before, seems to be the hobby here.

Agreed, the Trade Mark of only “Park City” is wrong. But look around you, there is a plethora of Trade Marks on the books with the words “Park City”
Park City Karate
Park City Lights
and even Park City Brewery has an application for the words “Park City”

Search for yourself:

So next time you jump on the next bandwagon of grumpiness, look around at where you live, take a moment to appreciate and be grateful and move on.

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