Our Decision to Change the Name
After extensive research into the etymology and history of the term “squaw,” both generally and specifically with respect to Sq**w Valley, outreach to Native American groups, including the local Washoe Tribe, and outreach to the local and extended community, company leadership has decided it is time to drop the derogatory and offensive term “sq**w” from the destination’s name.
Work to determine a new name will begin immediately and will culminate with an announcement of a new name in early 2021. Implementation of the name change will occur after the winter season concludes in 2021.
With the momentum of recognition and accountability we are seeing around the country, we have reached the conclusion that now is the right time to acknowledge a change needs to happen. While we love our local history and the memories we all associate with this place as it has been named for so long, we are confronted with the overwhelming evidence that the term ‘sq**w’ is offensive. We have to accept that as much as we cherish the memories we associate with our resort name, that love does not justify continuing to use a term that is widely accepted to be a racist and sexist slur. We will find a new name that reflects our core values, storied past, and respect for all those who have enjoyed this land. While the resort name will change, this special place will always be the location of the 1960 Winter Olympics, the home of our beloved KT-22 chair lift, the place where extreme skiing pioneers changed the sport forever, and the beloved mountain home for so many people who revere this amazing ski resort.”
– Ron Cohen, President and COO of Palisades Tahoe
Visit here for FAQ’s and some of the research gathered on the etymology and history of the term “sq**w” as well as how the term is viewed today.
For the official press release and for media inquires please contact:
Kristin Rust, VP Communications
Alterra Mountain Company
303-801-7271 or krust@alterramtnco.com
