Name game
It was good news to learn that Sun Valley will keep its
own name.
Owner Earl Holding decided against giving Snowbasin, his
Utah resort, the Sun Valley name. Instead, it will be called "Snowbasin,
a Sun Valley resort."
The decision links the two areas, while maintaining each
one’s unique identity. It will avoid confusion and protect the business
franchises that have been built around the name Sun Valley. Yet, the name
link will lend itself to joint marketing of the two areas and should
benefit both.
There’s only one Sun Valley. Its Bald Mountain offers
some of the longest uninterrupted downhill in the world. Its world-class
skiing and extensive snowmaking is unsurpassed. Its lodges offer
incomparable comfort.
There’s only one Snowbasin. It will host the downhill
race in the 2002 Salt Lake Olympics. Although long a locals’ hangout in
Utah, Snowbasin is a newcomer to the world stage, and Holding is working
hard to get it ready for its debut next winter.
Snowbasin’s many moderate slopes combined with the new
downhill course will give it broad appeal to skiers of every level. One
recreational skier from Sun Valley who tried out the downhill course said
skiing the top is like "jumping off a cliff."
Holding’s smart move in the name game will boost both
the upstart Snowbasin and Sun Valley, the grand dame of American skiing.
When the world focuses on the 2002 Olympics, millions of people will hear
and see both names. It’s the kind of marketing no amount of money can
buy.
