MONTVALE—Pascack Valley Regional High School District board trustees voted, 7–1, in mid-May to approve spending $172,350 for a “moderate” mascot rebranding plan to replace the retired Indian and Cowboy mascots with new mascots on signage, as well as update school facilities and provide new uniforms for both boys’ and girls’ sports teams.
Of three rebranding options presented by Superintendent P. Erik Gundersen at various cost levels, trustees approved a “moderate” rebranding effort, with a $25,000 addition for “gender equity” in uniforms replacement.
All plans involved rebranding of signage, facilities and uniforms.
From low to high, the minimal, moderate and full rebranding plans that Gundersen discussed were estimated at $87,100, $147,350, and $283,450
Trustee Michael Fronte, who voted no, said he favored the full rebranding plan at a cost of $283,450. Fronte said he believed the board should “do the whole thing,” including replacing the turf in Pascack Hills’ football field end zone currently emblazoned with the moniker Cowboys.
He said having players run around with one name on uniforms and another in the end zone “looks very foolish.” The full rebranding plan called for replacing the end zone turf at a cost of $75,000, said the superintendent.
The new mascot for Pascack Hills Broncos (replacing Cowboys) and for Pascack Valley Panthers (replacing Indians) were both approved about two months ago by the school board, following a monthslong selection process facilitated by students and administrators.
Both mascot selections were approved by majorities of students and staff at both high schools, although strong public resistance remains. The board ruled the Indian and Cowboy mascots offensive and non-inclusive and declined to reconsider its unanimous 2020 decision to replace the mascots.
Since June 2020 when the board voted unanimously to “retire” the mascots, public pushback from students, parents, public and four district towns’ mayors has roiled the community, leading to heated board meetings and accusations of bias against the superintendent by the area’s four mayors.
Gundersen rebutted the mayors’ charges of bias, and the school board issued a statement fully supporting the superintendent.
Gundersen departs the district June 30 to join Suffern Central School District in New York on a four-year contract as superintendent at a base $265,000 annual salary.
Gundersen has served 27 years in various teaching and administrative roles in the district, including 10 years as superintendent.
Pascack Hills High School opened in Montvale in 1964 and serves families from Montvale and Woodcliff Lake.
Pascack Valley High School Hillsdale opened in 1955 and serves families from Hillsdale and River Vale.
Following a half-hour exchange on rebranding options May 10, trustees approved an amended motion to approve the moderate $147,000 plan, plus $25,000 to replace uniforms for the two girls’ teams at Pascack Hills.
Several trustees, including Michael Weaver, emphasized the importance of “gender equity” in the replacement of sports team uniforms. Previously, Weaver said he opposed the “moderate” option and preferred the “minimal” mascot rebranding program that cost $87,100.
At a prior meeting, Weaver opposed spending nearly $300,000 on the rebranding effort, which was the “full” rebranding program as detailed by Gundersen.
However, after board discussion, Weaver changed his mind and voted for the “moderate” rebranding program, noting the vote was mainly due to the “gender equity” component for Pascack Hills’ girls teams.
All Pascack Valley teams already had gender equity in terms of uniforms, said trustee Joseph Blundo, who amended his original motion to initiate the moderate rebranding program, which Gundersen also recommended. Gundersen said it would cost about $25,000 more to purchase uniforms for the two Pascack Hills’ girls teams.
Gundersen said he recommended the plan after extensive communication with the finance committee and board members. He said the moderate plan does not include replacing the end zone with the Cowboys mascot, but that may be something that can be done later by taking the $75,000 cost out of maintenance reserve funds, he said.
He said the moderate rebranding plan addresses “what do we really need to replace right now that makes sense for our schools.” Gundersen said that may not include things such as replacing a large scoreboard, where a former logo may be temporarily covered over, or less important items such as floor mats, that may be replaced later by class purchases or donations.
Trustee James Stankus called the moderate plan “a good compromise for now that moves us forward” and called for its passage.
Several trustees, including Blundo, said the moderate rebranding plan provides Gundersen guidelines for beginning rebranding efforts prior to the budget year ending June 30.
He and others noted that the moderate plan was a compromise and that simply because $172,350 was appropriated does not mean that the superintendent will spend the total amount.
Others noted that bills must be approved by trustees, providing another check on spending.