Angelina Montgomery: What's in a Name?

In recent years, many places in the United States have been renamed to avoid appropriation or racist slurs, but the pushback against renaming remains fervent. Angelina Montgomery tells us her Perspective on the use of Native names.

As an Indigenous person, I am struggling with what to do when I encounter a business that uses Native American-derived names or logos, yet does not have a business owner who is Native.

Names are sacred. Names hold meaning. Names hold power. And when a business appropriates Native names and culture for profit, whether well-intentioned or not, it tells me a lot about its values – or lack, thereof – when it comes to respecting Native culture.

While traveling with my family to Murphys, California (unceded lands of the Central Sierra Miwok), we were recommended to visit a winery called Indian Rock because of its delicious wine and kid-friendly location. I was surprised to find that Indian Rock vineyards was not owned by Native Americans, and even more surprised to be greeted by a headdress-wearing, cigar store Indian statue instead of a plaque stating why this vineyard was named Indian Rock in the first place.

I have trouble supporting companies like this that use a name or identity in their brand without acknowledging their namesakes or even why they chose it. And it was only after I sent Indian Rock Vineyards a message on Instagram that they shared that there were grinding stones found throughout the creek running through the property, and that the name was chosen sometime in the 70s when grapes were first planted there.

Okay, so there is kind of a historical reason for the name, but why is there no mention of this on their website, or an acknowledgement of the tribal communities that used those grinding stones? By not mentioning the “why” they are erasing the “who.”

That is the power of a name. It can empower people to feel seen. It can honor the community and history of the land. Or, if derogatory, racist, or appropriated, a name can make people feel unwelcome, dishonored, and angry.

I don’t want to be angry when I travel with my family, so I try to do research to avoid places that appropriate Indigenous culture in name, title, or logo. I want to enjoy traveling to places without worrying about feeling unwelcome, disrespected, or commodified by a logo or title. I hope someday my kids can travel without carrying that same worry.

With a Perspective, I’m Angelina Montgomery.

Angelina Montgomery is co-founder of a travel blog for families of color and a mother of two. She lives in Alameda.