Magic is on the rise.
Mountain management has been working hard for the last five years to get Magic in a position, both with its ski product and its finances, for reasonable growth and long-term sustainability. That time has come, with the last two years operating at break-even to slight profit. It ain’t been easy. And Jim and Matt deserve credit for making hard choices and getting Magic to the point where the co-op partnership is not needed for survival, but rather to make our ski experience even better through product improvements to snow-making, the lifts and the lodge.
This is the start of a new, more confident era, with a focused vision of what Magic is—southern Vermont’s most challenging mountain with a spirited skiing-first community. This is an original and real Vermont ski area and experience (we are not a fancy resort). And, Magic needs a brand identity that matches—and the most recent logo really was in conflict with the reality of who we are.
So to look forward with optimism, we also looked back to the best of Magic’s heritage. And from that, we built off an original 1960s logo with a prominent “M” helping form a mountain peak. Since Magic is first and foremost about its adventurous terrain, this is where we needed to again put our “stake in the ground”. Magic is not for everyone, and it is as important to realize what you are not, as it is to realize what you are. Magic is carving its own trail and does not need to appeal to everyone to succeed—there are too many big-time resorts there already. We are therefore boldly embracing our steep Vermont hill and its authentic community spirit with our revitalized big “M” for Magic’s community and a black diamond peak which completes the mountain shape as one unified symbol. For enthusiasts everywhere, Magic’s mountain is on the rise and the new logo is symbolic of both its original vision and promising future.
The new Magic website is designed to bring Magic’s personality to life by showcasing its awesome natural terrain and the community of skiers who make it happen. There is also more access to social tools to help visitors get to know and take part in our ongoing conversation, along with the inevitable highs and lows of being a real part of a skier-owned mountain.