Yosemite Has Lost Its Brand
Although we understand the critical importance of trademarks in preventing others from profiting from your intellectual property, we are disappointed in the move by Delaware North to try to extract $51 million from the National Park Service for a shortlist of iconic location brand names in Yosemite Park. To us, Delaware North is holding these properties for ransom from the American people, for a few historic names that will have little to no value anywhere else.
Let’s back up a minute – last year, Delaware North lost the contract to run hotels and concessions at Yosemite National Park. Shortly thereafter Delaware filed suit, claiming that the Park Service (or its new contracted vendor) no longer has the right to use the familiar and iconic names of historic park facilities (Ahwahnee Hotel, Curry Park, Badger Pass, the Yosemite Lodge at the Falls, and Wawona Hotel). It turns out the Park service had never trademarked the names, so Delaware North took advantage of the situation and trademarked them themselves. Rather than pay a ransom to use the names, The Park Service has agreed to create new names for the facilities.
