Man wants to trademark ‘last best’ marketing tool

MISSOULA – It’s a phrase many Montanans have come to identify with since it was coined by a Missoula author 17 years ago.

But soon, businesses and public entities, including the state, could be prohibited from using “The Last Best Place” in their names, slogans and promotional materials.

David Lipson, a Las Vegas businessman and owner of the luxury Resort at Paws Up, has applied for eight trademarks for exclusive use of the phrase in the resort’s advertisements, brochures and other commercial ventures.

The trademark applications, which would cover about 100 commercial uses of the phrase, are in the final phase before registration, according to records of the U.S. Patent and Trademark Office.

Lipson declined to comment on his applications. Others, however, are upset about his effort, including the man who coined the phrase in 1988. Author William Kittredge, who first used the phrase for the title of an anthology of Montana writing, called the applications offensive.

“I’m vehemently opposed to it,” he said.

Lipson’s applications would give him claim to “The Last Best Place” for travel, lodging and food service as well as for use with a variety of retail and manufactured items including furniture, clothing, cookware, crockery and even lingerie, according to the Patent and Trademark Office.

The phrase has become almost as synonymous with the state of Montana as the phrase “Big Sky Country,” Montana Arts Council director Arnie Fishbaugh said.

“It means Montana,” she said.

Former Gov. Ted Schwinden used a similar phrase during his 1984 re-election campaign and recalled seeing the book co-edited by Kittredge and loving the title.

“It was neat. I was a little envious,” Schwinden said. “It would have fit better on our banners.”