Friday saw a hive of activity at the base of River Run, with crowds not only lining up for the chairlift to the top of Bald Mountain or exploring the Big Wood River, but also arriving to take advantage of the new season pass discount offered by the Sun Valley Resort.
July 3 was the fist day the recently created Sun Plus Pass went on sale for $1,499—$500 off the regular price of $1,999, a discount being offered only until the end of this month.
Sun Valley Resort employee Joe Real, who was selling passes on Friday out of the Pete Lane's sport shop adjacent to the River Run lifts, said pass sales were steady throughout the day, both to customers coming into the shop and online.
Jack Sibbach, spokesman for the Sun Valley resort, said figures for the pass sales were not yet available, but that it was a good start for the company's new program.
"Ticket sales are going well," Sibbach said. "We're happy so far, but we still have a long way to go to the end of July."
The special price for season passes offered in July represents a sharp decrease compared to last year's pass, which cost $2,050 and was one of the most expensive passes in the country.
The price of the pass will increase to $1,699 starting Aug. 1 and then rise again to full price beginning Nov. 1.
The 20-day pass will increase from $750 to $900 on Aug. 1, then to $1,000 on Nov. 1.
Jon Duval: email@example.com