The “Tatry Mountain Resorts, a.s.” name has been used since 2009, when the company shareholders agreed to rename the former “Jasná Nízke Tatry, a.s.” business. The company has been growing with new name ever since and the latest change of the logo is a natural result of progressive expansion beyond the borders of Slovakia.
The official company name – Tatry mountain resorts, a.s. remains the same but the logo will have a new TMR image. “We have spent ten years with our brand during which the company has crossed the borders of the Tatras. We have become international and need a brand that would be simple and could be understood easily everywhere,” explained Juraj Chovaňák, the TMR marketing general manager. He added that in certain situations, it had been difficult to work with a name related to a specific region when the company had been active all around Europe. “We simply wanted to give new weight to the TMR brand. One of a strong investor, developer, operator of resorts, a strong partner in several regions. Weight of a company that is a dynamic entity and a stable employer,” emphasised Juraj Chovaňák.
The path of the brand has been beaten by people
The TMR company does its best to move forward constantly and the same applies to its logo. “The brand needed to be refreshed. The image has to move with the times,” said Juraj Chovaňák. Among other things, inspiration was drawn from big companies that had become international. One of top-level players in the field of Europe – Compagnie des Alpes (known as CDA today) has chosen the path of abbreviating its name as well. The company has operated the largest ski resorts in the French Alps and significant European amusement parks for 30 years. Tatry Mountain Resorts have been helped by the fact that the public and company employees have actually chosen the TMR abbreviation themselves. “People started to use the abbreviation naturally. We could say they have beaten the path and we are following in their footsteps,” told Mr. Chovaňák.
Mountains not as the essential symbol
The company logo has been modernised too. The symbol of the mountains is not the crucial one anymore. “We have a new wavy line symbol that stands for freedom, dynamics, development possibilities. We can see mountains in the symbol but also a water park wave and an amusement park rollercoaster,” explained Juraj Chovaňák and added that good things had to be preserved. This was the case too. “We have kept the symbolic red square as this didn ́t need to be changed in our opinion.”
Tatry mountain resorts, a.s. (TMR) is the leader in tourism in Central and Eastern Europe; it owns or leases and operates attractive mountain resorts, amusement parks, golf resorts, restaurant facilities, sports services, stores and hotels. In the Low Tatras, Slovakia TMR owns and operates the resort Jasná Nízke Tatry and hotels Hotel Grand Jasná, Boutique Hotel Tri Studničky, Chalets Jasná De Luxe, Hotel Srdiečko, Hotel Pošta and Hotel Rotunda. TMR is also the owner of Aquapark Tatralandia, the largest Slovak water park with year-round operation, which besides water entertainment includes Tropical Paradise, a special tropical indoor hall with sea water, as well as Fun Park, and accommodation in bungalows and suites of Holiday Village Tatralandia. In Slovakia’s High Tatras TMR owns and operates the resort Vysoké Tatry with mountain areas of Tatranská Lomnica, Starý Smokovec, and Štrbské Pleso, which TMR co-manages. In the High Tatras TMR also owns hotels Grandhotel Praha Tatranská Lomnica, Grandhotel Starý Smokovec, Hotel FIS Štrbské Pleso and A night on Mt Lomnický štít. In Austria the Group owns and operates the alpine glacier resort, Mölltaler Gletscher, and its sister resort, Ankogel Mallnitz. In Czechia TMR also owns a minority share in Melida, a.s., which leases and operates the Špindlerův Mlýn resort. TMR also leases and operates the ski resort Ještěd, Golf & Ski Resort Ostravice and leases Kaskáda Golf Rezort Brno, where it runs a hotel, a restaurant and a conference centre. In Poland TMR owns and operates Szczyrk Mountain Resort and Legendia – Silesian Amusement Park (Śląskie Wesołe Miasteczko). Real estate projects are mostly focused on development, construction, and selling of apartments and non-residential premises and on hotel lease in the TMR resorts. By the end of 2018 around EUR 350 mil. had been invested into development and modernisation of TMR’s resorts. TMR shares are traded on three European stock exchanges – in Bratislava, Prague, and Warsaw.