Sun Valley is known the world over for its array of wintertime activities. However, summer is certainly the busiest time of year in Blaine County, and in spite of record-high gas prices, this season looks to be no different.
Sun Valley Resort, which draws large numbers of convention attendees, reported that reservations for the summer appear to be on par with last year. Premier Resorts Sun Valley, which manages a long list of vacation rentals, shows a spike in reservations for this July compared to last year.
"I don't think the gas prices have bothered travelers a bit," said Jack Sibbach, director of sales, marketing and public relations for Sun Valley Resort.
That may be the case now, but according to a "travelhorizons" nationwide survey co-authored by the Travel Industry Association of Yesawich, Pepperdine, Brown & Russell, the country is teetering on the point at which gas prices will affect summer travel.
The "tipping point" for the majority of Americans is likely to be $3.50 per gallon, at which price a slight majority of travelers state they would re-evaluate their summer travel plans.
As of Monday, June 4, according to the American Automobile Association, Idaho's average price for a gallon of regular gas was $3.24 and premium was $3.55. The national average for regular was $3.15 and premium was $3.47. Over the weekend, Gerry's Market in Ketchum had regular gas posted at $3.89 and premium at $4.09.
If gas reaches the all-important $3.50 per gallon average, 35 percent of travelers said they would take fewer trips this summer, while 31 percent said they would cancel their trips altogether. One out of four travelers said they would either drive a shorter distance or postpone their vacations until gas prices fell. Of the 1,546 leisure travelers surveyed, 16 percent said they would not change their summer plans regardless of gas prices.
Dave Carlson, spokesman for AAA Idaho, said the Gem State is in a strong position to gain summer visitor business because of the relatively low cost of lodging and restaurants compared to the national average.
"When we factor in Idaho's excellent recreational opportunities and lower vacation costs, there's reason to believe Idaho can be a great travel destination," Carlson said. "When you consider this year's record gas prices, the trend toward shorter getaways closer to home makes more sense than ever."
Sun Valley Resort reported that reservations for the beginning of June are down slightly from this time last year but appear to return to average for the latter part of the month.
"July will be better this year than last," Sibbach predicted.
He said the resort's reservations are up 2 to 3 percent from July of last year. He said August should be about the same as last year and September about 3 percent better.
Sixty-five percent of Sun Valley Resort visitors come for a convention or meeting. However, Sibbach said, "we have always been a family destination."
He said the second highest percentage of visitors staying at either the Sun Valley Lodge or the Sun Valley Inn are in town to attend a wedding or family reunion.
"A lot of the groups we host bring their families with them," Sibbach said. "That's why we see a slow early June, because a lot of schools, in the East especially, are still in school."
Joe Vallance, director of sales and marketing for Premier Resorts Sun Valley, reported that July bookings are up 23 percent from last year. He said bookings for August are down, though he pointed out that it is still early in the season and reservations for August could increase.
"The return of the Utah Bar Association convention helps," Vallance said.
The bar association stays at Sun Valley Resort, but, he said, the entire valley benefits from the overflow.
Vallance said that bookings for the Fourth of July are down this year—most likely because it falls on a Wednesday this year.
The Sun Valley-Ketchum Chamber & Visitors Bureau reports that since 2001, an average of 95,000 travelers made their way to the Sun Valley area during the winter compared to 135,000 summer guests. Summer travelers, on average, report earning 57 percent less than their winter counterparts.
Luxury jets sit idle at Friedman Memorial Airport in Hailey during the annual Allen & Co. business and media conference held in Sun Valley. Sun Valley Resort expects convention business to remain strong this summer. Photo by Mountain Express
