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Vail Announces a New Name for Park City Mountain Resort

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In a media alert distributed on July 9, Vail Resorts announced that Park City Mountain Resort would unveil its new brand later this month. And in the press release, the company referred to PCMR as "Park City Mountain," indicating that "Resort" is no longer part of the Park City moniker. Based on this bold renaming, it looks like PCMR's new name isn't that different from its old name. Everyone who had placed bets on "Vail in Utah" is out of luck. Also, we wonder how much of this summer's $50 million capital improvement project was spent on dropping "Resort" from the brand.