Businesses pay a lot of money to marketing people to help them with branding . In the first year of this ownership, Snowy launched the name "Baldy Mountain Resort." As a Baldy lifer, I saw that as a bit of a stretch, as in my view, we are still a Ski Area, and a long ways from what I would call a resort.
I refused to label the place as a resort, and started referring to it as BMR. Funny how things catch on - even the "resort" uses that term now.
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