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For the week of February 28 through March 6, 2001

Name game

It was good news to learn that Sun Valley will keep its own name.

Owner Earl Holding decided against giving Snowbasin, his Utah resort, the Sun Valley name. Instead, it will be called "Snowbasin, a Sun Valley resort."

The decision links the two areas, while maintaining each one’s unique identity. It will avoid confusion and protect the business franchises that have been built around the name Sun Valley. Yet, the name link will lend itself to joint marketing of the two areas and should benefit both.

There’s only one Sun Valley. Its Bald Mountain offers some of the longest uninterrupted downhill in the world. Its world-class skiing and extensive snowmaking is unsurpassed. Its lodges offer incomparable comfort.

There’s only one Snowbasin. It will host the downhill race in the 2002 Salt Lake Olympics. Although long a locals’ hangout in Utah, Snowbasin is a newcomer to the world stage, and Holding is working hard to get it ready for its debut next winter.

Snowbasin’s many moderate slopes combined with the new downhill course will give it broad appeal to skiers of every level. One recreational skier from Sun Valley who tried out the downhill course said skiing the top is like "jumping off a cliff."

Holding’s smart move in the name game will boost both the upstart Snowbasin and Sun Valley, the grand dame of American skiing. When the world focuses on the 2002 Olympics, millions of people will hear and see both names. It’s the kind of marketing no amount of money can buy.

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Copyright © 2001 Express Publishing Inc. All Rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Express Publishing Inc. is prohibited.