Sun Valley
predicts average winter
season
By GREG
STAHL
Express Staff Writer
Despite
the ailing national economy, Sun Valley Co. is expecting good fall and
average winter tourist seasons, and it’s coming on the heels of a
season that, surprisingly, ranked third industry-wide for the total
number of people who strapped on skis and snowboards at U.S. resorts
last year.
"We
have good business now through most of November," Sun Valley resort’s
marketing and public relations manager Jack Sibbach said. "We’re
looking better than we did last year at this time."
Sibbach
said the company’s advance winter bookings are even for December, down
for January, up for February and down for March.
"And,
of course, the big word for the winter is snow," he said.
Sun
Valley posted fair skier numbers last winter, while the U.S. ski
industry recorded its third largest season ever, with 54.4 million skier
and snowboarder visits.
The
Pacific West region as a whole recorded its best season, with 12.1
million visits. Above-average Sierra Nevada snows and a travel market
seeking domestic options contributed to the region’s success, said
Stacy Stoutenberg, National Ski Areas Association communications
director
"The
2001-2002 ski season began under circumstances that were very
complex," said NSAA president Michael Berry. "The enthusiasm
generated by the prior season’s all-time record came to a halt,
following Sept. 11. In addition, travel safety concerns and the slowing
economy had the potential to seriously impact ski areas across the
country.
"Despite
these intense challenges, the U.S. ski resort industry performed
superbly. I think it is due, in part, to the comfort that the mountain
environment provides, along with some of the industry’s key programs
and strategic initiatives that are in play—such as pricing
innovations, an increased outreach to newcomers and many resort
improvements."
Sibbach
said he doesn’t believe travel worries and the potential for terrorism
attacks will impact this winter’s tourism as much as the ever-slipping
U.S economy.
He
pointed out, however, that Sun Valley was very consistent throughout the
1990s, and that consistency should continue.
"I
think that’s a testament to the snowmaking system, of course, but if
we get great snow, it helps," he said.
Sibbach
said Sun Valley’s mountain personnel are preparing to begin making
snow at the end of October or the beginning of November, weather
permitting.