Pine Knob is the name of a ski resort and recreation area located near Clarkston, Michigan. It opened in 1958 under the name Pine Knob Ski Resort and operated under that name for over 50 years until changing ownership in 1998. Since then, the resort has undergone some renaming and is currently known by a different name than its original Pine Knob moniker.
In this article, we will take a closer look at the history of the Pine Knob Ski Resort, trace its renaming timeline over the years, examine what it is called now, and provide some context around the reasons for the name changes. Understanding the evolution of the resort’s branding provides an interesting case study into how and why large recreation areas rebrand over time.
A Brief History of Pine Knob Ski Resort
Pine Knob Ski Resort first opened in 1958 under the ownership of two Detroit-based families, the Steinmans and the Talons. They developed the land into a ski destination complete with ski slopes, lifts, lodges, and other amenities.
The name “Pine Knob” came from a notable pine-covered hill on the grounds that the slopes were built around. Pine Knob reached the height of its popularity as a ski resort during the 1970s and 1980s. However, a decline in the Detroit automotive industry during the 1990s negatively impacted tourism and recreation in Michigan.
In 1998, Pine Knob was purchased by National Ski Areas Association (NSAA) in an effort to revitalize the declining resort. This ownership change marked the beginning of the renaming timeline for Pine Knob.
The Renaming Timeline
Here is an overview of the major name changes for the former Pine Knob property over the years:
1998 – Big Snow Resort
Under new ownership by NSAA, Pine Knob was rebranded as Big Snow Resort in 1998. The new name was meant to emphasize the extensive snow-making capabilities at the resort. The Big Snow name only lasted one season before changing again.
1999 – Summit at Sno-Valley
In 1999, the resort became known as the Summit at Sno-Valley. “Sno-Valley” was a reference to the geographic snow belt region near Clarkston, MI while “Summit” highlighted the peak elevation at the resort.
2000 – Summit Sports and Ice Complex
After just one year as Sno-Valley, the name was tweaked to the Summit Sports and Ice Complex in 2000. This name placed more emphasis on the multi-sport complex aspect rather than just winter skiing.
2001 – Summit at Grand Traverse
Grand Traverse is a term for the geological formation that extends across lower Michigan. Using Grand Traverse in the name in 2001 was meant to reference broader geographic appeal.
2006 – Mount Brighton
The current name, Mount Brighton, was adopted in 2006 when the resort was purchased by another Michigan-based ski company called Boyne USA Resorts. The new ownership felt the name Mount Brighton better captured the local history and terrain. Brighton is the name of a township bordering the resort property.
What Is Pine Knob Called Now?
After many years of name changes under different ownership groups, the former Pine Knob Ski Resort is now called Mount Brighton Resort.
The resort is currently owned and operated by Boyne Resorts of Michigan. The Summit at Sno-Valley, Summit at Grand Traverse, and other rebranding attempts are all now defunct names no longer associated with the property.
Mount Brighton is the resort’s identity and brand today. Marketing materials, trail maps, websites, and all references use the name Mount Brighton when promoting the destination.
Some skiers who grew up skiing there in the 1960s, 70s, and 80s still fondly refer to it as Pine Knob and reference the “good old days” before the name changes. But Pine Knob exists now only in memories and is no longer an active brand.
Reasons for the Name Change from Pine Knob to Mount Brighton
There were likely a few factors that motivated the name change from Pine Knob to Mount Brighton in 2006:
– Expand appeal beyond just pine-covered ski slopes to other terrain and activities
– Align with new ownership goals after purchase by Boyne Resorts
– Distance itself from outdated perceptions or baggage of the Pine Knob era
– Emphasize Brighton township location and local connection
– Modernize the name and branding image of the resort
While nostalgia still exists for the Pine Knob name among longtime skiers, the rebranding to Mount Brighton opened a new chapter in the resort’s history. The new ownership likely saw Pine Knob as outdated and ripe for reinvention. Mount Brighton positioned the resort for the future.
Conclusion
Pine Knob Ski Resort has undergone numerous name changes between 1958 and today, reflecting shifts in ownership and branding strategies. After many transitional renamings in the late 90s and early 2000s, the resort is now known as Mount Brighton after taking on that name in 2006.
While the original Pine Knob name is cemented in Michigan ski history, it no longer accurately represents the resort. Mount Brighton incorporates local geography and history while giving the resort an updated identity under current ownership. The new name marks an evolution but the slopes and ski culture that generations grew up with live on.