Idaho Mountain Express: Marketing Alliance reports success

Friday, August 3, 2012

Marketing Alliance reports success

Councils request ‘benchmarking’ of results

By BRENNAN REGO
Express Staff Writer

The Sun Valley Marketing Alliance reported Wednesday that its summer marketing campaign was a great success.

"I'm pleased with the results from this summer," Sun Valley Marketing Alliance President Arlene Schieven said during a joint meeting of the Ketchum and Sun Valley city councils. "I'm very proud of our team for accomplishing them."

The summer campaign's accomplishments include the successful return of the USA Cycling Mountain Bike Cross-Country National Championships, including the Ride Sun Valley Bike Festival, and the online sensation Skippy, an online rock-skipping robot designed to raise awareness of Sun Valley.

The Marketing Alliance received praise from Ketchum Mayor Randy Hall, who said, "It just feels better in Ketchum," in reference to the business climate and number of tourists in town.

"If you're happy, I'm happy," Hall said. "Thanks for making a difference with such a small budget."

However, Sun Valley Councilman Bob Youngman expressed concern.

"Your numbers are not calibrated or benchmarked," Youngman said. "I don't know what your numbers mean, not even relatively."

Schieven told the councils that relevant numbers from other resorts are not readily available.

"We can look for industry standards, though," she said. "And include them next time."

"Where do we go from here?" Schieven said. "We don't go backwards. We've got momentum now, we should use it."

Brennan Rego: brego@mtexpress.com

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