Everline Resort & Spa, the North Lake Tahoe, California-based resort formerly known as Resort at Squaw Creek, unveiled its new name and brand rooted in respect for the Washoe Tribe and Native Nations Olympic Valley, California.
The word “squaw” is considered a highly offensive word by indigenous peoples in the United States and Canada.
“Our resort is dedicated to fostering spaces where everyone feels welcome. This name change was a top priority for the resort and community and a decision that has been made in collaboration with the Washoe Tribe, who have lived in this area for thousands of years,” said Manfred Steuerwald, general manager of Everline Resort & Spa. “Our new name is rooted in the upmost respect for the Washoe Tribe’s history and ancestors.”
Inspired by the resort’s evergreen mountain escape, the name “Everline” reflects the destination’s ability to welcome guests season after season, year after year, to a snowy winter getaway or a summer retreat in the North Lake Tahoe area. It also conveys the resort’s onsite experience catering to adventure, exploration and togetherness.
Everline Resort & Spa’s rebranding message focuses on connection—to nature, to self and to shared experiences between friends, family, colleagues and other travelers. The design of the resort’s new logo and corresponding artwork is centered around the resort as a “Gateway to Natural Wonder” and celebrates the natural surroundings through its boldness, natural colors and texture-forward elements, with the goal of making Everline an extension of the environmental experience it’s surrounded by.
“We have spent time with Washoe Tribe representatives to thoughtfully reimagine the resort’s name. We will be continuing the rebranding process throughout the coming months,” Steuerwald said. “Guests can expect to see many visual changes as we finalize the rebranding with an updated website and social media pages, replaced signage, logos and collateral throughout the property.”
This information is based on a press release from Everline Resort & Spa.
