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Squaw Valley ski resort vows to change ‘offensive’ name
California’s popular Squaw Valley ski resort is changing its name to remove the ‘derogatory’ Native American term.
Ron Cohen, President and Chief Operating Officer of Squaw Valley Alpine Meadows said it will choose a new name which is expected to be announced next year.
The name was given to the land near Lake Tahoe where the ski resort is located by early settlers in the 1850s.
Over time, the word ‘squaw’ has become an insulting term for Native American women.
It had been a ‘topic of discussion’ with Native American groups for many years but there is now increased scrutiny and pressure on brands to remove names that convey racist or misogynistic stereotypes.
NFL team the Washington Redskins announced it would change its name for the same reason.
"While we love our local history and the memories we all associate with this place as it has been named for so long, we are confronted with the overwhelming evidence that the term ‘squaw’ is considered offensive," Cohen said.
"The simple fact is that the word ‘squaw’ is now widely accepted as a racial and sexist slur towards indigenous women, and we can no longer ignore the pain caused by perpetuating the use of this term."
The ski resort first became popular after it hosted the 1960 Winter Olympic Games.
Written by Ray Montgomery, US editor
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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