Wednesday, October 5, 2011

Ketchum OKs increase to marketing group

City Council approves $450,000 contract

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By REBECCA MEANY
Express Staff Writer

In a show of support for marketing the area as a destination resort, the Ketchum City Council raised its contribution to the Sun Valley Marketing Alliance Monday.

Jake Peters, board president, appeared before the council to give a brief overview of the request before council members voted to approve the $450,000 contract—$50,000 more than the city approved for the 2010-11 fiscal year.

"That will really help us a ton," Peters said.

The money will come out of the city's local-option tax fund.

In this current fiscal year, which began Oct. 1, the alliance will see a "significant shift," according to a summary of activities included in a staff report.

"While the first year was one of creating structure, content and a marketing strategy, this next year will see the implementation and results of those efforts," the summary states.

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Goals include building long-term awareness in Los Angeles and Seattle, cities that have good air access to the valley; minimizing minimum revenue guarantees; enhancing branding; facilitating partnerships; promoting the area through public relations; and demonstrating value to members.

Councilman Larry Helzel reiterated his belief that the alliance should work to fold Fly Sun Valley Alliance into the marketing group.

"There seems to be a lot of common interests there," he said. "I just hope you keep pushing in that direction."

The marketing alliance is scheduled to give a quarterly update to the council on Oct. 17.

Rebecca Meany: rmeany@mtexpress.com

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