brand story

Our Brand Story

This is not the story of a boom-and-busted American mining town. Nor is it the story of America's first ski resort. This is the story of a destination that has curated from its history, the best of both worlds - a picturesque, western mountain town with a rugged wilderness and adventurers to match, and the grand dame of ski locales that drew our last century's celebrities to its winter wonderland.

It is a story unique to Sun Valley. And one that has made it what it is today - a self-described quietly kick-ass yet cultured place, with a modest, unpretentious, down-to-earth feel that is reflected in how it embraces both its residents and guests as the same - regardless of their age, income or social status.

This is a place with a laid-back and easy-going vibe. It's a FOMO-free zone that's born from its lack of crowds, lineups or wait times, from its massive expanses of wilderness and quiet trails and from its long sunny days and star-filled nights. It's this easy-going attitude that has created a community that is missing the hype and competition of other mountain towns.

It's a place where arts and culture is woven into its very fabric - in fact, its locals insist that Sun Valley doesn't have an arts community, it is an arts community. Its vibrancy is defined by its celebration of performing and visual arts and its western heritage. It is, at once, sophisticated and refined and rootsy and homegrown. It's the kind of place that can combine symphony concerts with outdoor picnics and sheep herding demonstrations with culinary expos.

It is this cultural priority that has made Sun Valley a magnet for thought leaders, artistic icons, philanthropists, entrepreneurs and the occasional movie star. It is a melting pot of intellectual, cultural and social contributors who embrace a symbiotic relationship where they give back to the place that provides them with both an audience and a community.

This is a place that loves a good time.
You'll sense it in its event lineups, feel it in its festivals, hear it in its concerts, and see it in the costumes that emerge from its thrift shops onto its slopes and sidewalks. It's a community united by its desire to get out and celebrate, and its willingness to welcome everyone in to the party. While the events may feature world-class performers, athletes or intellectuals, Sun Valley never takes itself too seriously, and instead, takes every opportunity to make good ol' fashioned fun the priority.

This is a place that is home to the
inspiringly fit and the aspiringly adventurous.

It is the place where seventy year old trail runners will cheerfully greet you as they pass you, going uphill. Where Nordic Olympians are born, raised, made and returned. Where freeskiers, splitboarders, and alpine racers humbly wear their pro status like a base layer - comfortably, but under cover.

It's also a place with an enduring pioneering spirit that has, throughout its history, forged innovations through its entrepreneurial community. A destination-wide commitment to stay chain-free and locally-committed provides Sun Valley with its true and authentic feel and a future that is diverse and sustainable.

All this culminates in a people who passionately pursue the vision of a vibrant, diverse and sustainable community that meets the needs of not just its guests and second home owners, but also its year-round residents.

Sun Valley is not immune from the challenges of resort towns, but its community understands the inextricable link between its people and its tourism product and the need to create a place where both will thrive harmoniously.

It is this story that guides them.