Squaw Valley Considering Name Change
Updated:
October 13, 2024
According toa reportfrom the Sacramento Bee, one of Lake Tahoe’s best-known resorts may see a name change soon. In the wake of growing calls around the U.S.to remove emblems of past minority oppression,Squaw Valley’s owners are planning discussions with Native American tribes over the use of the word “Squaw,” which has historical roots as a slur againstIndigenous North American women.Such a change would follow in the footsteps of the resort’s town, which rebranded as Olympic Valley in 1960.
Our Take
We respect the owners for maintaining an open mind on this topic, and a name change (or lack thereof, should one fail to transpire) may affect consumer sentiments about Squaw Valley. However, it won’t change the resort’s overall mountain experience. We expect the area to maintainits competitive edgeover otherLake Tahoe destinationsregardless of what it’s called.
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