Dells resort sues competitor

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A popular Wisconsin Dells resort is suing a Minnesota company for alleged trademark infringement and unfair competition because it says the competitor’s similar name and website domain name cause confusion for customers.

The suit was filed Thursday in the Western District of Wisconsin court by Wilderness Hotel and Resort Inc., the company that owns the Wilderness Resort at the Dells. It claims that Wilderness Resort Villas, based in Edina, Minn., “is causing actual confusion among customers” because of its similar name and services offered, according to the lawsuit.

Court papers state that a customer recently showed up at the Dells resort, saying he had a reservation, only to later find out he had made it on the Minnesota resort’s website.

The Dells hotel company is asking U.S. District Judge Barbara Crabb to ban Wilderness Resort Villas from using the name in promotional materials, as well as to order an unnamed amount in damages and attorney fees. They also are asking Crabb to award them the Minnesota resort’s domain name.

Wilderness Resort Villas has not yet filed a response to the lawsuit.