This past February, Boyne Resorts made it clear that, after acquiring Shawnee Peak in 2021, they were heavily considering a name change for the small ski mountain in Maine. A recent press release and website update has confirmed that, as of September 14th, the ski area’s name will once again be Pleasant Mountain.
Here’s a little history for ya: when the mountain was first open to skiing in 1938, it was named after its physical location, Pleasant Mountain. In 1988, the mountain was purchased by a new ownership group and the area’s name was changed to Shawnee Peak to match the groups other mountain, Shawnee Mountain. Unfortunately, that name change, first of all, totally tossed the original name out the window with little consideration towards guest’s opinions. Second of all, and possibly more importantly, the name “Shawnee Peak” comes from the Shawnee tribe, a tribe that, historically, had zero presence in the state of Maine.
Boyne Resorts, which owns both Sugarloaf and Sunday River on top of Pleasant Mountain, didn’t decide upon this name change overnight. Instead, according to General Manager Ralph Lewis’ letter, they asked for and considered feedback from the public, which, after several months, ended up heavily favoring the change.
“It gives me great pleasure to return to our original name and also to know that this ski area is poised for a great future so others may experience what many of us already have. Memories of growing up on these slopes were instrumental in framing my passion for skiing and like many others, Pleasant Mountain changed my life.” – Ralph Lewis, General Manager
On top of the name change, the ski area announced a new logo. Rather than the simple mountain and trail logo that once represented the area, the company has chosen to go towards something that more successfully represents the region in which the mountain exists.
“Like Pleasant Mountains’ name change, our new logo is inspired by Maine, our rich history in skiing, and the natural beauty of the Lake Region we call home. We started with the majestic red pine tree since it is one of the oldest trees in Maine and is well-known to visitors and locals. The Polar Star pays homage to our Maine heritage and Pleasant Mountain’s stunning year-round vistas. The skyline “wave” serves as our backbone and draws direct inspiration from the environment that surrounds us and what makes Pleasant Mountain special to everyone.” – Pleasant Mountain
I think this change is fantastic. It’s successful in both returning to the mountain’s origin and actually representing where the mountain is located. You might see this as PC culture coming in and forcing a name change, but it really just makes things more accurate. I don’t know about you, but I wouldn’t be too happy if a company swooped in, purchased Copper Mountain, and renamed it something like Michigan Peak. That just wouldn’t make much sense, and nor does naming a mountain in Maine “Shawnee Peak”. Also, I think the new logo is much more interesting. I’m excited to see what kind of gear comes from it!
Image Credit: Pleasant Mountain Maine on Instagram