In the lineup of businesses and companies started on the hallowed grounds of the Wood River Valley, First Lite used to be considered the new guy. Now in its 15th year of business since its founding in 2007, that’s hardly the case, and since its acquisition by media company MeatEater in 2018, First Lite has only continued to reach a bigger audience and market. First Lite, at its core, is a clothing company, creating merino wool garments in camouflage print for hunting. But with its focus on conservation efforts, a new flagship store, and the continuous growth provided by parent company MeatEater’s audience, First Lite has become a game-changer in the outdoor industry. How It Started First Lite started in the early 2000s as so many great ideas start—because of a need for something that doesn’t exist. Founders Kenton Carruth and Scott Robinson had both moved to Ketchum in the mid ‘90s and worked in the winter sports industry. The two enjoyed the outdoors, particularly hunting, but found that there were limited options to wear while hunting that would keep them warm in the chilly fall Idaho mornings. After wearing merino wool while hunting, which they discovered was an …
What We’re Made of: Sun Valley Mustard
written by Hayden Seder Whether you’re new to Ketchum or have been here for years, chances are you’ve come across an iconic glass jar of Sun Valley Mustard. One of the longest running local brands in the area, Sun Valley Mustard (SVM) has been operating for over forty years, switching hands five times in the brand’s lifetime. Its latest trio of owners have invigorated new life into SVM, while simultaneously tapping into the brand’s original ethos, creating a blend of old-school Ketchum vibes with new marketing, products, and innovation. Sun Valley Mustard’s History SVM started as a hobby for local Lois Allison, who had a delicious multigenerational family recipe that friends and family couldn’t get enough of. They encouraged her to jar her mustard, which she did, originally simply calling it “Lois’s Mustard.” Eventually demand required her to ramp up her production of mustard, and in 1984, she opened her first mustard “factory” in a small room in the Colonnade Building in Ketchum and changed the name to Sun Valley Mustard, turning her hobby into a true entrepreneurial endeavor and changing the face of condiments in Sun Valley forever. Over the years, and throughout several different ownerships, SVM gained …
What We’re Made Of: Satori Sake
Written by Hayden Seder In a small garage space by the airport in Hailey is the production facility for Idaho’s first sake brewery: Satori Sake. While the Wood River Valley may not seem like the most obvious place to launch a sake business, for owner and brewmaster Shin Hasegawa, quitting his job in tech, moving to the Wood River Valley, and tapping into his Japanese heritage ended up being a “satori” moment for him—and one that sake lovers in Southern Idaho have responded to with enthusiasm. How It Started Like so many others who move to the Wood River Valley, Shin was looking for a change. After leaving his home of Tokyo, where he trained as a sushi chef, he moved to California and worked as a sushi chef before eventually relocating to the Bay Area to work in tech. Though he had left Japan, he brought a piece of home with him, through making fermented foods at home: beer, kombucha, miso paste, soy sauce, and kimchi. Eventually, he quit his job and moved to Ketchum in 2020, unsure what his next move was. His “satori” moment (satori is the Japanese Buddhist experience of awakening) came on the chairlift, when …
What We’re Made Of: Kika MacFarlane
There’s a good chance you haven’t heard the name Kika MacFarlane, but you’ve likely seen her work in various spots across the Wood River Valley. The art director, designer, illustrator, and animator based out of Hailey has worked with various local companies and businesses, creating such fun works as the mural on the backside of Sturtevant’s in Hailey, a colorful bench that sits outside The Wylde Beet restaurant as well as a T-shirt for them, the art wrap for The Community Library’s bookmobile, posters for the Alpine Ski World Cup, or the new logo and branding for local women’s mountain bike apparel Wild Rye. After studying design and liberal arts, Kika went on to design graphics in-house for Patagonia and Stio, then eventually cofounded her own studio, Two Toes Creative (with cofounder Tala Schlossberg, who lives in New York) where she makes animated videos, designs for purpose-driven brands, and leads creative retreats. Prior to moving to the Wood River Valley three years ago, Kika was based in another mountain town, Jackson Hole, Wyoming. Though Jackson had a similar vibe to Ketchum, her and her then boyfriend (now husband), who grew up in the area, felt ready for a change and …
What We’re Made Of: Maude’s Coffee & Clothes Owners – Jacob & Tara
The Entrepreneurial Spirit Jacob and Tara Frehling are the newest generation of a host of entrepreneurial Frehlings in the Wood River Valley. Jacob’s mother, Annette, owns the clothing shop Sister in Ketchum, cousins Maeme and Callie Rasberry own the lunch spot Rasberry’s in Ketchum, and father James opened the original Esta’s restaurant on Main Street. Now Jacob and Tara own Maude’s, a combination coffee shop and vintage clothing store in the heart of Ketchum. After owning a food truck before Maude’s and with aspirations for future businesses, these Frehlings plan to leave a long legacy in Ketchum. “Our whole pastime in life as a couple is spit-balling business ideas,” says Jacob. The business-minded couple, who married in 2017, met while attending the same high school in Portland, Oregon. Although Jacob grew up in the Valley, he attended the last few years of high school at Northwest Academy and then attended Portland State University a year behind Tara. “We were living in a house with seven other people, a total teenager house,” explains Tara. The couple began dating during college and graduated with degrees in psychology (her) and sociology (him) before Jacob headed back to his hometown to open the first …
What We’re Made of: Liberty Theater
Written by Hayden Seder Standing proudly on Hailey’s Main Street is the iconic Liberty Theater, a landmark in the area since it was built in 1938. In its almost 100 years of history, it has had many owners, seen a variety of performances come through, and been an entertainment mainstay to the residents of the Wood River Valley. History The original Liberty Theater was built in the early 1900s across the street from the present-day theater, which was built on the site of an old outdoor skating rink in 1938. It sold to new owners in the ’70s, and again, in 1994, to new locals Bruce Willis and Demi Moore. It was Willis who convinced his friend Denise Simone of the then two-year-old theater company Company of Fools (CoF), then located in Richmond, Virginia, to relocate to Hailey, Idaho, and use the theater as her company’s new home. Despite having never been to the area, Simone and her CoF cofounders were convinced, and promptly relocated to their new town and the theater they would call home for the next few decades. The company debuted with a performance of Nikolai Gogol’s Diary of a Madman, which performed to thirty people …
Why Sun Valley is the Original Mountain Town
Written by Hayden Seder The West is full of unique mountain towns, with storied histories, small-town charm, and retaining the kind of values that drew people to them in the first place. But few can compare to Sun Valley, which many argue is the “original” mountain town, and has been able to maintain so much of the original allure that made it such. A truly unique confluence of community, culture, and wilderness, Sun Valley is still the perfect mountain town that it was throughout its storied history, from its start as a mining town to becoming the country’s first ski resort. Photo courtesy of The Community Library Center for Regional History Mining History Though the Sun Valley area has been populated for thousands of years, from when Indigenous members of the Shoshone, Bannock, and Lemhi tribes migrated to the area, the Sun Valley we know today began to take shape with the discovery of gold in the West in the 1870s. European settlers and prospectors began to settle in the area, searching for gold (and ultimately forcing out the tribes that had settled in the area). By the early 1880s, the discovery of silver, lead, and other minerals had led …
Cool Off in Sun Valley, Idaho: Your Guide to Local Ice Cream
written and photographed by Hayden Seder For a small town, Sun Valley has a wide variety of ice cream options, from year-round shops to seasonal stands to locally made flavors available for purchase. With the summer heat in full swing, it’s time to learn about the best spot for grabbing a scoop, cone, or shake to satisfy your ice cream cravings. The Sweet Spot Located next to Ramen Cowboy (and under the same ownership) is The Sweet Spot, a Japanese-inspired ice cream shop serving taiyaki ice cream and a variety of imported candies, treats, novel beverages, and savory snacks. Taiyaki is a popular Japanese style of ice cream that uses a crispy, mochi fish-shaped cone to hold the icy delights rather than a traditional waffle cone. These delightful-looking cones are made on a griddle behind the counter, so you can see your fish-shaped cone coming to life as you wait. The shop offers classic flavors as well as more adventurous Japanese ones, like ube, and non-dairy options are available as well. From the cone–shaped lights to the cone itself to the shop’s outdoor courtyard, practically every moment of eating ice cream at this shop is memory (and Instagram) worthy. Leroy’s …
What We’re Made Of: Ketchum Run Club
written by Hayden Seder It’s hard to imagine in a town as active as Ketchum that there’s never been a run club before, but indeed, before this summer, this was the case. Enter Ketchum Run Club, the Wood River Valley’s newest way to socialize, meet new people, and, of course, run. How It Started Ketchum Run Club (KRC) is the brainchild of two area natives, Meggie Rose and Madison Hendrix. Rose is a personal trainer and group fitness coach at The Mill SV in Ketchum and also offers a variety of online training programs through the Solin app. Despite her obvious love of fitness, running is a relatively new hobby for Rose. Though she did cross-country running in high school and ran on and off in her twenties, it wasn’t until signing up for a half-marathon in Jackson Hole in spring 2024 and getting into the training of the sport that she really fell in love with it, both for the mental clarity and the freedom it provides. Although Madison Hendrix also grew up in the area and thus is plenty active outdoors, it wasn’t until signing up for the Standhope Ultra Challenge 30k two years ago (a lengthy trail …
What We’re Made of: Merlin’s Magic Lantern
Ketchum’s only movie theater, Merlin’s Magic Lantern, has been a presence in this town for fifty years, seeing countless movies appear on its screens and just as many patrons, both local and out-of-towners, come through its doors. New owner Bob Peterson has taken over the historic theater, breathing new life into the business born of former owner Rick Kessler’s passion for movies. The History It’s hard to believe there was a time in Ketchum’s history when the Magic Lantern wasn’t in operation, but until owner Rick Kessler moved here in 1972 and opened the theater three years later, in 1975, that was indeed the case. The theater, named for the 17th-century image projector, originally opened in the Odd Fellows Hall, on Washington Avenue, until the size of the growing community demanded a bigger space, and Kessler moved into the theater’s current space across the street, on Second Street. Just 25 years old when he opened the Magic Lantern, Kessler envisioned providing something he saw as essential to a community: not just a space to see movies, but a place to meet friends, a place for kids to go on a summer afternoon, a place for tourists to go in the …