Friends bring friends to Sun Valley

If you are over 45, affluent and live in the West, you are the most satisfied Sun Valley skier. You are also likely to be a loyal, repeat customer.

On the other hand, if you are young and looking for terrain parks, Sun Valley doesn’t make you all that happy. And for all skiers, getting to and from Sun Valley is a major inconvenience.

The results of the 1997/98 National Skier/Boarder Options Survey are in, and they will be used by Sun Valley Company, the resort owner, and the Sun Valley/Ketchum Chamber of Commerce to compare this area to 35 other resorts nationwide-- specifically Aspen, Steamboat, Crested Butte, Purgatory and Winter Park.

"Certainly it’s a snapshot," said Carol Waller, executive director of the chamber. "This survey compares you with other areas. You don’t know how you can do better until you get this information."

A total of 726 visitors were surveyed during last year’s ski season, from December to April. Seventy-nine percent of those on the mountain ski only, while 2 percent snowboard only. Twenty percent ski and snowboard.

Of the 35 ski resorts surveyed, Sun Valley placed first in satisfaction with lifts and base lodge facilities. But Sun Valley was given lower than average ratings for those looking for terrain parks, children’s programs and parking accessibility.

Sun Valley Company general manager Wally Huffman said terrain parks have been a topic for discussion. How extensive a park should be and where it should be located are currently being considered by the company.

Huffman also said he does realize that advertising could be directed more to younger skiers.

"We want to do something more fun for kids," he said, while emphasizing that Sun Valley has always portrayed itself as the classic ski resort, appealing to an older crowd.

The biggest drawback to skiing at Sun Valley, according to those surveyed, was its inaccessibility, which also affected repeat visitation. On a scale of 1 to 10, Sun Valley rated a 5.9 for being "easy to get to." The regional average is 7.2.

Waller said that the chamber is working more and more with Boise as a port of entry for skiers.