Big Mountain, citing confusion with other resorts, launched its new name amid a backlash of local criticism. "Our offering is often underestimated and misunderstood and to many more, our name is highly generic," said Fred Jones, then CEO of the company, who has since resigned for unrelated reasons. He explained the new name evokes more of a connection with the historic railroad town of Whitefish where the resort was founded in 1947. Some local critics disagreed with the name change, and a month of vandalism ensued. Road signs to the resort disappeared or were destroyed, causing tourists to spend hours looking for the route to the resort. It's not the first name change for Big Mountain. The ski hill was known as the Hellroaring Ski Club and Haskill Mountain before incorporating as Big Mountain. Topographical maps will still carry the Big Mountain name for the 6,817-foot peak.