Ski resort gets new name

Big Mountain Resort now will be known as Whitefish Mountain Resort.

A longtime Northwest Montana recreational centerpiece is changing its name.

Big Mountain will change the name of the ski and summer resort from Big Mountain Resort to Whitefish Mountain Resort, taking its namesake from the historic railroad town where the resort was founded in 1947.

Winter Sports Inc. President and CEO Fred Jones said in a news release that the name change is part of a new branding and positioning initiative.

"On the eve of our 60th anniversary, we have looked back to understand what has made us special and unique to our guests," said Jones. "We have looked at where we are today from the perspective of our guests' current and evolving needs, as well as our dynamic competitive landscape and where gaps exist to meeting and improving on guest needs."

The new branding platform is a culmination of nearly a year of research and analysis that included interviews with customers, employees, influencers and community members, visits to and analysis of major competitive resorts, as well as analysis of Big Mountain's relevant strengths, differentiators and opportunities to improve the customer experience.

The transition will take place over the course of the summer season and will be fully integrated into operations, guest services, and marketing and sales for the upcoming 60th anniversary.

Whitefish Mountain Resort opens for summer season June 20 to Sept. 3. It will reopen for its 60th winter season Dec. 8.

For more details, see Thursday's Daily Inter Lake.