SAM Magazine—Park City, Utah, July 21, 2016—Vail Resorts abandoned its effort to trademark the name “Park City” on July 16 in the face of opposition from a long line of critics.

In May it was reported that Vail Resorts filed a trademark application to secure the name “Park City” as it pertains to Park City Mountain Resort, a property the company purchased in 2014. The move to trademark the name of a town that was founded in 1869 and is included in the name of several local businesses went over like a monsoon in February. VR got the hint, and has decided to drop the plan.

Since submitting its application, the company has insisted it would not pursue any action towards other business entities bearing the Park City name, and that its aim was only to protect the brand of the ski resort. VR pointed out the description of services associated with the application read, “providing facilities for skiing and snowboarding, and conducting classes and instruction in skiing and snowboarding.” Despite those assurances, it didn't sit well with the locals, including local government officials.

According to reports, the withdrawal came as City Hall and several owners of businesses that use the recognizable Park City appellation, as well as a strong band of residents, were considering mounting formal opposition to the campaign. In addition, “Park City officials were also preparing to discuss whether to continue discussions with Vail Resorts about a partnership that is expected to put public monies into a parking garage and other improvements at PCMR,” according to the Park Record.

Everything culminated last week with a demonstration outside a building in town where local leaders were meeting with Vail Resorts executives. The peaceful demonstrators got creative with their messages, sporting signs that read, “You're so Vail, you probably think this town is about you,” and “Don't trademark on me.”

In the end, VR decided it was far more important to maintain a positive relationship with the town. In a statement, Park City COO Bill Rock said, “… This has clearly become a distraction that is pulling our collective focus away from the important work that lies ahead for our city on critical issues, such as affordable housing, parking, and transit, among others.” Rock added that Park City resort would also update signage around town “to address any local confusion about the difference between the resort and the municipality.”

Park City Mayor Jack Thomas echoed Rock's sentiment, saying in a prepared statement, “Our strong relationship with both of our ski resorts has been and will continue to be critical to our success. We look forward to getting back to the important work we are doing with both resort partners on the City Council's critical priorities of transportation, housing, and energy.”

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