LOVELAND, CO – In a proposal that initially appears rooted in branding strategy, local officials are exploring a potential name update for one of Northern Colorado’s most recognizable landmarks: the Devil’s Backbone.
Early discussions suggest the iconic rock formation could be renamed Cupid’s Spine or, in a slightly softer variation gaining traction, Cupid’s Ridge as part of a broader effort to align regional assets with Loveland’s identity as the Sweetheart City.
“The area surrounding the formation is already filled with romantic naming conventions,” said Sue Donym, Director of the Larimer County Department of Nomenclature. “When you consider Loveland’s long-standing traditions—from the Valentine Re-Mailing Program to public art celebrating love. It raises a fair question about whether the current name reflects the tone of the community.”
A Change of Heart
At first glance, the proposal seems like a natural extension of destination branding. The formation’s sweeping curves and dramatic ridgeline have long attracted hikers, cyclists, and photographers—many of whom already describe the views as “breathtaking” or “romantic.”
Local resident Lila Rosewood agrees. “Devil’s Backbone sounds a little aggressive,” she said. “Cupid’s Spine feels more… Instagrammable.”
But the conversation has also prompted renewed curiosity about how the formation got its original name.
A Questionable Origin Story
According to loosely documented frontier lore, early settlers in the 1800s referred to the jagged ridge as “the Devil’s Backbone” after claiming it resembled the spine of something “too unpleasant to describe in polite company.”
A lesser-known account from an 1873 wagon journal suggests the name may have originated when a group of early settlers attempted to drive their oxen and wagon up the ridge, thinking it was a clear passage to the top of the Rockies, slipped dramatically, and declared—mid-tumble—that “only the Devil himself could have built such a cursed staircase.”
More recently uncovered (and highly debated) notes from a supposed local historian claim the name stuck after a group of cowboys, frustrated by repeatedly losing poker hands at the base of the formation, blamed their misfortune on “the Devil sitting just up there, watching and cheating.”
While none of these accounts have been formally verified, officials say they highlight an important point: the name may have always been more folklore than fact.
Love at First Hike
From there, the rebrand concept begins to expand. Tourism planners have floated ideas for guided “Cupid’s Hikes,” complete with storytelling stops, proposal packages, and scenic “moment benches” designed for popping the question. A limited-edition trail map featuring heart-shaped route markers is reportedly in development, along with commemorative merchandise like “I Climbed Cupid’s Spine” apparel and lockable trailhead kiosks for couples wanting to symbolically “seal their love” before heading out.
Another controversial branding move is to carve a heart out of the Keyhole Formation to frame the view with a heart outline.
A pilot program would even explore ambient sound installations along the trail—subtle birdsong mixed with faint violin music and, during peak sunset hours, a barely noticeable whisper of love poetry carried on the wind.
Expanding the Vision
As discussions have progressed, so too have the ideas. Draft planning notes reference the potential introduction of “emotionally supportive wildlife naming conventions,” which would see rattlesnakes rebranded as Snuggle Serpents, prairie dogs as Cuddle Critters, and turkey vultures as Sweetheart Scavengers.
There is also early consideration of seasonal enhancements, including biodegradable rose petal releases from drones, synchronized sunset light projections casting heart-shaped shadows across the ridgeline, and a once-nightly “Aurora of Affection” created using carefully positioned, solar-powered reflectors and—pending FAA approval—a modest number of glitter cannons.
One concept rendering even proposes a 200-foot-tall, softly glowing arrow appearing to “pierce” the ridgeline each evening at dusk.
Not Everyone is Love Struck
Some aren’t willing to give the name change their full backing. “It’s called Devil’s Backbone because it looks like one,” said local hiker Grant Stone. “We don’t need to turn every rock formation into a Valentine’s card.”
Retired Loveland chiropractor, Dr. Reed Alynment, stated, “For some reason, I have always LOVED the name of the formation, but I can understand why for some this name would need adjustment. I don’t know that ‘Cupid’s Spine’ is the right name for it. That being said, I would encourage officials to let folks in the public submit names. I’d definitely like to get my hands on the project and take a crack at it.”
Others have raised practical concerns, including impacts to navigation systems, trail maps, and the feasibility of training local wildlife to respond to their new names.
The Final Verdict
Officials say the proposal is still under review, with a final decision expected soon.
In the meantime, planners encourage the public to share feedback, remain open-minded, and perhaps take one last hike at Devil’s Backbone Open Space before it becomes… something much, much more romantic.
Or not….
Happy April Fool’s Day.
