The last time you were in Yosemite, you may have noticed that many of the classic hotels and restaurants had new names鈥攖here were tarps over the entrance signs to the Ahwahnee and the Wawona hotels, assigning odd monikers like 鈥淭he Majestic鈥 and 鈥淏ig Trees鈥 in their stead. This three-and-a-half-year identity crisis was due to a trademark dispute between Yosemite鈥檚 former concessionaire, , on one side and the听new concessionaire, , and the National Park Service听on the other.
Delaware North had, during the decades that it held the contract as the Park鈥檚 concessionaire,听quietly trademarked many of Yosemite鈥檚 most famous names, including the Ahwahnee Hotel, Curry Village, the Wawona Hotel, and Badger Pass ski Area. They even trademarked the name Yosemite National Park and since 2016, according to the , park products like hats and coffee mugs have read simply: Yosemite. When Delaware North鈥檚 contract expired in 2015, they wanted $51听million for their alleged intellectual property.听
In a $12 million settlement announced Monday, Yosemite National Park got听the right to use the original names of some of its most iconic hotels and attractions, many of which, it鈥檚 worth noting, were derived from听native 听names, the tribe that was indigenous to the area.听Effective July 15, all trademarks and service marks听transfer from Delaware North to Aramark.听The National Park Service can also return to听using hundreds of other trademarked monikers and phrases, including the classic 鈥淕o Climb a Rock鈥 slogan that鈥檚 graced tens of thousands of T-shirts bought at the Yosemite Mountaineering School and the Half Dome logo.
And under Aramark鈥檚 contract with the National Park Service, those trademarks and service marks will transfer (at no cost) back to the National Park Service once Aramark鈥檚 contract ends. The听settlement to Delaware North includes $3.84 million paid from the U.S. government. The rest of the money comes from Aramark.听
鈥淪ome people ask why the government got involved and paid the money,鈥 says Scott Gediman, the park鈥檚 spokesman. 鈥淢y answer is that the lawsuit was active for three-and-a-half years and the attorneys on both sides realized it was time to settle. It is not a small sum of money, but it could have dragged on for years with no resolution.鈥澨
Word of the settlement spread quickly in the park. 鈥淚鈥檝e been with Yosemite for 23 years, and I鈥檝e never seen such jubilation,鈥 says Gediman. 鈥淧eople were clapping and in tears鈥攖here was a very emotional reaction. I knew our staff and guests would be excited, but had no idea how incredibly moving the reaction would be. The settlement is not just about signs and logos. We鈥檝e ensured that symbols of the park鈥檚 history will remain the property of the American people.鈥 Ken Yager, president of Yosemite Climbing Association and 43-year Valley resident, was more pragmatic.听鈥淚 think that locals never embraced the new names,鈥 Yager says. 鈥淚 continued to call the Ahwahnee Hotel 鈥榯he Ahwahnee.鈥欌澨
Immediately after the settlement, Yosemite鈥檚 employees got to work removing the temporary signage they鈥檇 erected in 2016. New menus, directories, website listings, and merchandise like听ball caps,听souvenir shot glasses, and听T-shirts听now reflect the traditional names.听
The precedent is significant for other parks who are dealing with trademarks and concession contracts. A similar battle is being waged at Grand Canyon National Park. In reaction to the lawsuit, the state of California has passed the , a law that forbids park concessionaires from claiming or trademarking any of the cultural, recreational, or historic resources in the areas where they operate. 鈥淭his is good for Yosemite National Park,鈥听says听Gediman. 鈥淭he money the U.S. government spent will protect other state, local, and national parks. For that reason alone it is a good deal.鈥