SAM Magazine - Whitefish, Mt., June 14, 2007 - The Montana ski resort of Big Mountain, outside of Whitefish, has announced that the ski area is launching a new branding and positioning initiative for Big Mountain Resort. As a result, Big Mountain will change its name to Whitefish Mountain Resort

As part of the resort's positioning strategy, the ski area is re-evaluating all facets of its business, including products, services, employee actions, facility design and amenities.

The name change comes on the heels of a $20 million dollar investment in facilities including a new day lodge, two high speed quad chairlifts, a new beginner area with a Magic Carpet and new beginner chairlift, as well as other amenities to improve the guest experience.

The name change was necessary, says president and CEO Fred Jones because the name Big Mountain was "often underestimated and misunderstood" and was "highly generic."

The new branding is a culmination of nearly a year of research and analysis that included interviews with customers, employees, influencers and community members, visits to and analysis of major competitive resorts, as well as analysis of Big Mountain's relevant strengths, differentiators and opportunities to improve the customer experience.

Big Mountain's rebranding transition will take place over the course of the summer season and will be fully integrated into operations, guest services, and marketing and sales for the upcoming 60th anniversary.