The $300 discount on Sun Valley winter season passes was supposed to come to a close last weekend, but the sale will continue until Nov. 8 because of high demand.
The resort has sold 40 percent more of the passes than last year.
"We're very pleased with pass sales so far," spokesman Jack Sibbach said, noting that overall pass sales aren't so impressive.
He said the company doesn't release sales figures.
But Sibbach did say a surge in season pass sales came at the expense of other passes, like the 20-day pass and college six-pack pass valid for any six days of the season. Sibbach said the numbers seem to show that many people who bought the 20-day pass last year have moved up to a season pass, which now costs the regular price of $1,999. For that reason, he said, overall pass sales have increased but "not too much" because of lack of new buyers.
He credits unusually high "enthusiasm" as the reason for increased season pass sales. He said people are excited for the new gondola on Bald Mountain and have taken advantage of the lower-priced season passes.
To promote the gondola, Sun Valley Co. is offering free rides on Saturday, Nov. 21, from 11 a.m. to 2 p.m. for the ribbon cutting. Normally, a roundtrip would cost $20 for adults and $10 for children. The ceremony will include avalanche dogs for people to see and food at the River Run base area.
"That will get the word out and get people excited," Sibbach said.
He said a big goal for the company this winter will be publicizing the resort to the rest of Idaho.
Sibbach said hotel bookings so far are off last year's by 15 percent.
"The phone didn't ring much in August and September," he said, adding that October's booking pace was similar to the same month last year.
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He credits the drop to destination skiers' not making the trip here.
"The number coming from back East has slowed with the economy," he said.
And, he said, Sun Valley Co. isn't seeing as many ski clubs planning their trips here. He said the resort usually sees 45 ski clubs booking stays at Sun Valley in a season, but that number's at 31 right now, partially because clubs are travelling by only direct flights. Sibbach said groups that are still coming aren't taking their usual two or three trips, but only one.
He said another reason for hotel-booking lulls might be that the Internet has "trained people" to wait for the snow and buy late to get the deal. He said Sun Valley saw a dry ski season last year, which typically hurts bookings the following year.
"If we get the snow, I'm very optimistic (bookings will pick up)," Sibbach said. "But we can't rely on waiting."
And the company isn't relying on hotel bookings either. Sibbach said the company's marketing department is pushing to get people from southern Idaho merely on the mountain. Sibbach said company representatives are personally inviting groups here by visiting cities' chambers of commerce, businesses and school groups. The company is especially promoting the college six-pack at College of Southern Idaho, Idaho State University and Boise State University.
Sibbach said that despite the increased marketing effort, Sun Valley Co. doesn't have an increased marketing budget.
"We're trying to be more efficient with the money we have," he said.
He said the company is doing all it can to invite people here.
"We have the greatest place in the world," he said. "We have to get better at inviting people here, and that's not just for the resort community but everyone. Pick up the phone and invite family and friends."
Trevon Milliard: tmilliard@mtexpress.com
Express photo by Mark Oliver.
Sun Valley Resort front desk clerk Jessica Francia-Maynard answers a call on Monday. Hotel reservations for the winter season are down 15 percent from last year despite increased ski-pass sales.
