Some years ago in a previous time of city envy, in a letter to the editor I suggested that Ketchum simply change its name to Sun Valley or some closer variation as New Sun Valley. The name change was because all Ketchum people and businesses always refer to their location on Earth as Sun Valley, and many have Sun Valley addresses to create an image as high-class, exclusive, superior, posh, swank and uptown. The name Sun Valley shows originality, spark and verve. Ketchum is unimaginative and mundane, something you eat. So who can blame Ketchumites?
Forget the present juncture of Ketchum and Sun Valley merger and hassle. It is so simple. At the next Ketchum City Council meeting, just officially change the city name to New Sun Valley. Everyone rejoices with the out-of-the-shadows new image and 50 percent increases in property worth and net worth. Visitors and hotels swarm in. The airport can't keep up. New Sun Valley pols rejoice with huge increases in property valuations and taxes. The city's financial woes are gone. The city sails on past Sun Valley, on its own bright new course. What a fabulous win at zip cost!
The chamber brings Tony Bennett to sing, "I left my heart in New Sun Valley. High on Bald Mountain it calls to me. When I come home to you, New Sun Valley, your golden sun will shine for me."
New Sun Valley. The time has come.