Description
Squaw Valley and Alpine Meadows are separate ski resorts northwest of Lake Tahoe that are proximate to each other and both owned and operated by Squaw Valley Ski Holdings, LLC (SVSH). Portions of the two resorts are located on National Forest System lands administered by the Tahoe National Forest under a Special Use Permit (SUP). Each resort has its own unique SUP with differing terms and expiration dates.
Squaw Valley Ski Resort, then known as Squaw Valley, was the host site for the 1960 Winter Olympics. Located in Olympic Valley, California, Squaw Valley Ski Resort covers 3,600 acres (15 km2) employing 30 chairlifts and the only funitel in the U.S. It is the second-largest skiing complex in the Lake Tahoe area after Heavenly Mountain Resort.
In 2012, Squaw Valley and Alpine Meadows were combined to offer joint access to 6,200 acres (25 km2), 43 lifts and over 270 trails.
The use of the word "squaw" is considered to be a derogatory and offensive ethnic and sexist slur.
In mid-2020, the owners of Squaw Valley Alpine Meadows acknowledged the controversial nature of the term. Company spokesperson Christine Horvath stated that the business was creating a plan to review the use of the term “squaw” and invite regional tribal leaders to provide guidance.
On August 25, 2020, in response to long-running complaints from the Washoe Tribe of Nevada, Ron Cohen, President and COO of Squaw Valley Alpine Meadows, issued a statement which included the following apology:
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 ‘squaw’ is considered offensive.
He intended that action will be taken to change the resort's name which will be announced in summer 2021.
"While some believe that the most common origin story honors the legend of Native American women waiting in the valley, the idea of “honor” is contradicted by history and context. California became a state in 1850, around the same time that Squaw Valley was given its name. Upon becoming a state, California immediately enacted laws to protect and reward the kidnapping, enslavement, and sale of Native Americans. By this time, the term squaw had already taken on a primarily dehumanizing and derogatory context."
No matter the true origin or intent of the name, we do not believe you can honor someone with a name that they clearly consider to be offensive.
- Squaw Valley Alpine Meadows Website
LETTER FROM RON COHEN
August 25, 2020
Today is a difficult but exciting day in the long and storied history of Squaw Valley. I am pleased to announce our commitment to removing “squaw” from our resort name. The concerns about our name have been long discussed, but as we all find ourselves in a time of increased awareness and righteous demands for accountability, our leadership team has concluded we must move from discussion to action.
After extensive historical research, consultation with Native Americans (including the Washoe tribe, who are landowners in our community), and outreach to our local and wider community, our leadership has made the firm decision that it is time for our resort to move away from having our identity represented by a term that is deeply rooted in an offensive, demeaning and often violent history. The simple fact is that the word “squaw” is now widely accepted as a racial and sexist slur towards indigenous women, and we can no longer ignore the pain caused by perpetuating the use of this term, regardless of intent.
We want to be clear that we know the founders of our resort had no intentions of causing offense in choosing this name for the resort, nor have any of our patrons who have spoken this word over the last seven decades, since our grand opening on Thanksgiving Day in 1949. But as our society evolves, we must acknowledge the need for change when we are confronted with harsh realities. Having our name be associated with pain and dehumanization is contrary to our goal of making the outdoors a welcoming space for all people. I feel strongly that we have been given the rare opportunity to effect lasting, positive change; to find a new name that reflects our core values, storied past and respect for all those who have enjoyed this land.
What will this mean for you when you visit our resort? It will take some time for us to find the right name, and we are committed to doing this right, so you will not see immediate change. Behind the scenes, a team will begin work immediately on choosing a new name, which we will aim to announce in early 2021. We can’t feasibly implement mid-winter, so we will target summer 2021 for implementation. However, while the name of the resort will ultimately change, the things you love about Squaw Valley—that made you seek out our resort, join our mountain community and build cherished memories here—those will remain the same. This special place will always be the location of the 1960 Winter Olympics, the home of our beloved KT-22 chairlift and the legendary big mountain terrain where extreme skiing pioneers changed the sport forever, and the treasured mountain home for so many people who revere this amazing ski resort.
It can be jarring to face the stark ugliness that is embodied by the same word that names a place so magnificently beautiful, a place so many of us hold dear. By taking this action, we confront and acknowledge the hard truths, and we recognize that our love of this place and our cherished memories do not justify continuing to use such a divisive and hurtful word. Today we do our part to help retire this word to its place in history books. I am honored to lead the team responsible for putting us on this path, and as the resort president I am accountable for this decision. You are welcome to reach out to me to express your opinion, whether in favor or against, but please recognize that our decision is made and we are not looking back. Please join us as we move forward, together.
- Ron Cohen, President and COO of Squaw Valley Alpine Meadows