Same mission, improved recognition for ski trail system’s operator
By Don Nelson
In the beginning, 37 years ago, it was the Methow Family Sports Club. Later it became the Methow Valley Ski Touring Association and then, more recently, the Methow Valley Sport Trails Association (MVSTA).
On Nov. 1, the nonprofit operator of the valley’s 120-mile system of groomed Nordic trails — North American’s largest cross country ski area — assumes a new name and a new logo.
Methow Trails, the organization’s new name, is meant to more quickly identify where it operates and what it does, Executive Director James DeSalvo said this week.
“It makes it easier to share who we are and where we are,” DeSalvo said.
DeSalvo said the organization has been considering a name change for the past several years, and “the board and staff wanted to be careful and deliberate” about a new brand.
Outside of the valley, MVSTA “doesn’t mean as much,” DeSalvo said. And it’s not an acronym that trips lightly off the tongue.
“Our new name gives us a lot range … we want to highlight what we’re doing in every season,” DeSalvo said. “We think it just makes it easier for people to share the trails and the experience.”
DeSalvo said the organization researched other large ski areas and found that “the ones that branded well explained what they do and where they are quickly.” In the past, he said “we haven’t branded our location” as effectively.
The new logo was designed by Baylie Peplow, a Methow Valley native who now operates a design business in Seattle.
DeSalvo said that Methow Trails will continue looking for ways to expand and improve the valley’s trail system for various uses in all seasons.
The new website URL is methowtrails.org. Methow Trails is located at 309 Riverside Ave. in Winthrop; the phone number is 996-3287.