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SALT LAKE CITY — Utah's capital can still market itself as Ski City — but not Ski City USA — after settling a lawsuit with a Colorado ski resort that claimed the winter sports slogan was too similar to its longstanding nickname for Steamboat Springs.
Steamboat Ski & Resort Corp. sued Visit Salt Lake last month, claiming a $1.8 million campaign designed to lure tourists from Colorado violates its Ski Town, U.S.A. trademark.
Both sides announced a settlement Friday and the case filed in U.S. District Court in Colorado will be dismissed.
Visit Salt Lake agreed to revise its campaign by dropping USA from the Ski City moniker. Other terms of the agreement were not released.
The slight change won't stop Utah tourism officials from hyping Salt Lake-area skiing.
"We are Ski City. We are going to tout all aspects that make up Ski City as the unique winter destination that it is. There's only one Ski City," said Shawn Stinson, Visit Salt Lake communications director. "It's what we're unapologetically going to promote and it is who we are."
We are Ski City. We are going to tout all aspects that make up Ski City as the unique winter destination that it is. There's only one Ski City. It's what we're unapologetically going to promote and it is who we are.
–Shawn Stinson, Visit Salt Lake
Rob Perlman, senior vice president of sales and marketing for the Steamboat resort, said he's pleased to have resolved the issue amicably before the start of the winter season.
“Steamboat appreciates Visit Salt Lake’s willingness to revise their campaign in order to address the concerns that resulted in the court filing," he said in a statement.
Visit Salt Lake President Scott Beck said he recognizes towns like Steamboat Springs are iconic in what they offer to winter enthusiasts and is pleased to reach an agreement that further distinguishes the two locations.
The Ski City campaign is unique and will continue to push the benefits of an urban community filled with restaurants, hotels, cultural arts and professional sports teams within minutes of world-class ski resorts and an international airport, he said.
When the campaign launched in September, Beck said it is absolutely aimed at luring skiers away from Colorado, which annually registers about three times more skier visits than Utah, according to figures from the National Ski Area Association. Last season, Utah had 4.1 million day visits from skiers and snowboarders — compared to 12.6 million in Colorado.
