The mountain formerly known as Big

The late Lloyd "Mully" Muldown, Ed Schenck and other Whitefish locals who built the Big Mountain ski resort have to be spinning in their graves.

Winter Sports Inc. has announced that the "Big Mountain Resort" is changing its name to the "Whitefish Mountain Resort" to "better communicate its position among ski resorts."

The name change is an affront on many levels.

Somehow, the management at Winter Sports Inc. - the parent company of the resort - is spin-doctoring the "branding and positioning initiative" as a change that is appropriate for the resort's 60th anniversary.

"On the eve of our 60th anniversary, we have looked back to understand what has made us special and unique to our guests," said Fred Jones, president and chief executive officer for Winter Sports Inc.

On the contrary, it appears that Winter Sports Inc. is not looking back very carefully.

What made the Big Mountain special is that it was gradually built over time as a local resort by local people, including Muldown and Schenck.

They did such a good job the ski area eventually started attracting visitors from far and wide.

The name change reinforces a perception that the resort's owners and marketing maestros have little regard for what locals want or think.

The Big Mountain is as much a name-place as Flathead Lake or Glacier National Park.

It is one of the Flathead Valley's Big Three recreation destinations.

While it has a lesser profile than other ski areas, Big Mountain has become well-known over time to skiers nationally and internationally.

The name change is akin to changing the name of Aspen or Vail.

We don't need a poll to know that the "branding and positioning initiative" will go over like a lead balloon in the Flathead Valley.

But heck, that would be interesting to see.

By all means, Inter Lake readers, let us know what you think about the "Whitefish Mountain Resort."