Most people think of Ski Town USA as Steamboat Springs, Colorado. The Steamboat Ski and Resort Corporation trademarked the name in 1959. Earlier this year, in order to entice more skiers to their city, the Visit Salt Lake organization started a campaign urging people to visit Ski City USA. They advertised that once you visited Ski City you would never again visit Ski Town.
The Steamboat Corporation first sent a cease and desist letter and when they didn’t get the response they wanted, decided to file suit. In the lawsuit, they allege trademark infringement and violation of unfair competition laws in that Ski City USA was an attempt to confuse consumers and leverage the highly successful and long-held brand. Also named in the suit were Snowbird, Alta, Solitude and Brighton, which are areas close to Salt Lake City.