Roll over Averell
Sun Valley founder Averell Harrimanand a host of
other ski luminarieswill roll over in their graves if the name of their favorite
resort is purloined by Utahs Snowbasin.
The whole idea is nonsense.
Snowbasin isnt Sun Valley. Sun Valley isnt Snowbasin. Baldy is
the worlds best ski mountainbar none.
Ski mountains are not Big Macs. Ski resorts are more than a hotel chain,
interchangeable and unidentifiable no matter where they are located. Intentionally trying
to confuse or homogenize will do nothing but make the skiing public mad and make a
laughing stock of Snowbasin and Sun Valley.
Sun Valley owner Earl Holding is swimming against the new centurys
marketing tide. These days "branding"making and emphasizing the distinct
benefits and characteristics of different productsis everything.
Theres nothing wrong with making sure people know that Snowbasin and
Sun Valley are sister resorts, under the same ownership.
Theres nothing wrong with making sure people know that the mountain
facilities at both are the best anywhere. New lodges at Snowbasin will echo the luxurious
lodges in Sun Valley. Both were designed by the same architects whose trademark is a
distinct alpine flair.
But replacing Snowbasins name with Sun Valleys name is like
attempting a brain transplantit wont work and the outcome could be
devastating.
Besides, whats wrong with the name Snowbasin anyway? It speaks of
the deep fluffy powder snow for which Utah is famous. Its the perfect balance for
Sun Valleys long groomed magic carpet rides and steep bump runs. Given the right
marketingwith distinct namesthey could be a hard act to beat.