A trademark spat between two US ski destinations has been settled, following Visit Salt Lake’s decision to revise its new promotional slogan.
Visit Salt Lake launched the ‘Ski City USA’ moniker earlier this year but that was quickly followed by a federal lawsuit alleging a trademark violation by Colorado’s Steamboat Ski & Resort Corp., which has used ‘Ski Town USA’ since 1959.
Visit Salt Lake said it had agreed to drop the ‘USA’ from the name and will promote itself only as Ski City.
In return, Steamboat Ski & Resort Corp will drop the lawsuit.
A joint press release by the two parties said Visit Salt Lake was revising its campaign "in a manner that is acceptable to the parties."
Visit Salt Lake has amended its logo and website text but Visit Salt Lake CEO Scott Beck said the message it is trying to convey remains the same.
"The Ski City campaign is unique and will continue to promote a distinct alternative experience — the benefits of an urban community teeming with restaurants, professional sports teams, cultural offerings and abundant hotel options," Beck said.
Rob Perlman, Steamboat’s SVP of sales and marketing said: "Steamboat appreciates Visit Salt Lake’s willingness to revise their campaign in order to address the concerns that resulted in the court filing."
