Vail Resorts has unveiled a new name, logo and tagline for the conjoined properties commonly known as Park City Mountain Resort and Canyons Resort. The resort executives unwittingly chose “There is only one,” a slogan adopted last year by Salt Lake County’s tourism bureau as part of its SkiCity campaign.
SkiCity.com was rolled out last September as a way to market Salt Lake County as a ski destination. It touts Alta, Brighton, Snowbird and Solitude and their close proximity to a vibrant urban landscape under the tagline: There is only one Ski City. At the time, Colorado resort Steamboat Springs protested, see Steamboat Remains Ski Town USA.
In addition to Steamboat, Salt Lake’s campaign initially ruffled a few feathers on the Park City side. But the tension was quieted by assurances that Salt Lake was not challenging Park City’s status as a great ski town.
Now Vail adds to the confusion with a concept and logo that are strikingly similar to those being used to market their competition on the Wasatch Back. Isn’t there any original creative thought available to ski executives?