The Sun Valley City Council last week enthusiastically confirmed the nomination of Scott USA employee Scott Montgomery to a newly minted marketing board, saying he was just the person to revive "the dog-eared product" that Sun Valley has become.
Now, the marketing board is charged with appointing a CEO and implementing ideas to salvage the beleaguered business scene. Sun Valley Resort Area Marketing Inc. is a singularly-purposed board that will take over marketing of the resort area from the Sun Valley-Ketchum Chamber & Visitors Bureau to raise the area's profile.
Montgomery, who was hired in 2004 to establish Ketchum-based Scott USA's bicycle division, had previously tackled the image overhaul of his father's bike empire—known then as Cannondale—when it slid into bankruptcy. He lost his job after bringing the company around to such a lucrative state that it was bought out by its parent company.
"He's a consummate pro, focused on what he does," said Councilman Nils Ribi at the Aug. 19 meeting. "No one else on the board has a (marketing background) as strong as his."
He joins Sun Valley Resort General Manager Tim Silva, professional skier Zach Crist, former bank executive Jake Peters and businesswoman Jane Rizzo on the board.
Councilman Bob Youngman added that, without calling Sun Valley bankrupt, having someone who understands how to take a company from ashes to restored glory is essential.
"We have a name that everybody knows," he said. "But we have a dog-eared product that needs reviving."
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Council members then listened as Youngman reviewed the timeline of the board, and urged a more aggressive tactic than what they have seen since it was formed in June.
Youngman wants the council to formally demand that the board tap an interim CEO to "ensure continuity in near-term marketing."
"This sends a message to the board that we are not going to wait to proceed with marketing initiatives that have direct economic impact on the city of Sun Valley," he said.
Mayor Wayne Willich did not mince words.
"We are a year late," he said. "I haven't seen anyone in attack mode in two and a half years. We either go flat out and full steam, or shut it down."
Willich said city leaders were "schmoozing" a major U.S. city to boost business here. but until a solid marketing program is in place, he lacks the credibility to promote the area.
One event requiring an immediate public relations campaign is the Sun Valley Nordic Festival, set for February.
Youngman said the board needs to be moving twice as fast to not miss opportunities.
Chamber Executive Director Carol Waller—who resigned this week—said the chamber has authorized $17,000 to promote the Nordic Festival and that the marketing effort there is full-speed ahead.
In an earlier presentation, Waller noted in her quarterly update that after surviving "the worst year in the history of travel," in 2009, local travel numbers were up slightly, as were the dollars collected. "It couldn't get any worse, so we are seeing things getting a bit better."
Scott Montgomery
