Friday, December 25, 2009

Merry Christmas, from Sun Valley

Resort buys pass holders subscription to Ski magazine

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By TREVON MILLIARD
Express Staff Writer

Copies of the December 2009 issue of Ski magazine arrived in Sun Valley pass holders’ mailboxes this week.

Sun Valley Resort's approximately 1,500 pass holders received a Christmas present this week from the company: a one-year subscription to Ski magazine.

Pass holders already subscribing to the magazine will receive an extra year.

Sun Valley Resort spokesman Jack Sibbach said the company isn't paying for each magazine but was offered the deal by the magazine, at no cost. He said Sun Valley already does a lot of advertising with the magazine. This just became part of the package, and is the first time it has happened.

"This also benefits them (Ski magazine) because of the extra readers," Sibbach said.

The resort also ventured into another first-time promotion this winter with Idaho Powerball, at no cost to Sun Valley. Powerball lottery players were given a chance to register for an "Un-hibernate Sweepstakes" to win a two-night trip to the resort. Sibbach said the sweepstakes has concluded with a man from Twin Falls winning the prize.

Sibbach said this promotion was the brainchild of Powerball, which came to the Idaho Ski Areas Association. Other mountains are participating in the same sweepstakes.

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Sibbach said it's not unusual for Sun Valley to experiment with new forms of advertising. This is only the latest.

"We do packages and promotions all the time," he said.

Trevon Milliard: tmilliard@mtexpress.com