Las Vegas Ski & Snowboard Resort Goes Back To Its Roots with Name Change to Lee Canyon
By: Lee Canyon
“Despite changing our name to Las Vegas Ski & Snowboard Resort in 2003, locals and longtime guests still refer to us as Lee Canyon,” explained Kevin Stickelman, Lee Canyon president and general manager. “After 40 years what Lee Canyon stood for was a part of DNA: an unpretentious year round family outdoor recreation area. And that’s who we are today.”
Inspiration for Lee Canyon’s brand identity comes from the rich heritage of ski patches, which skiers would sew onto their jackets and backpacks. Over the years, these patches served as reminders of fond memories created during winter adventures.
“This idea perfectly encapsulates Lee Canyon’s rich history and bright future,” adds Stickelman. “We wanted to create something filtered through a nostalgic lens while staying modern and relevant.”
Lee Canyon’s brand identity was designed by Hovercraft, a Portland, OR based brand identity, advertising and brand development agency that has worked with outdoor and lifestyle brands like NIKE, Boreal Mountain Resort, and Ride Snowboards, among others.
Lee Canyon is one of eight mountain resorts owned/managed by Powdr, a private, family-owned company run with the mission to share, inspire, and celebrate lifestyle and mountain sports.
In 2011, the U.S. Forest Service approved Lee Canyon’s Master Development Plan (MDP) after many years of examining the extensive multiphase project. Included in the MDP are additions to the area such as the addition of 50 trails and 10 lifts that will take roughly a decade to complete. In the last four years, Lee Canyon has added 14 new trails, installed two new quads to replace older chairlifts, upgraded its snowmaking capacity, renovated its base lodge, retail and rental shop, among other improvements.
Gina Traficant, Forte PR