Squaw Valley Considering Name Change

According to a report from 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 against Indigenous 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 maintain its competitive edge over other Lake Tahoe destinations regardless of what it’s called.