Creating the Future for Sun Valley: Heritage, Charm, and a Diverse Economy

Is Sun Valley, Idaho, a classic ski destination, about to destroy its heritage?

As the resort industry becomes increasingly commercialized, Sun Valley has managed to retain its charm. It is still a place of free-spirited, beauty-loving, outdoor recreationists who cherish its Western flavor and authentic, friendly community.

But that is changing. Decades of promoting tourism and second-home development over economic diversity, along with insular leadership, are undermining its historic character, quality of life, and entrepreneurial spirit, while creating a growing wealth divide.

• The commercial core is becoming urbanized
• Workforce housing is virtually nonexistent
• Young people and workers are leaving in droves
• A huge wealth gap has more than half the community struggling to make ends meet

Author, business consultant, and one of Idaho’s Women of the Year Jima Rice, Ph.D. asks, “Will Sun Valley preserve its historic essence and character? Or will it succumb to the commercialization adopted by other get-away havens?”

Creating the Future for Sun Valley follows the unique evolution of the first destination ski resort in America and the rural Idaho mountain community that cradles it. Built by Averell Harriman, and then owned by Olympic-class skier Bill Janss and Sinclair Oil magnate Earl Holding, the Resort cultivated a celebrity following and international reputation.

Along the way, the community developed a lively personality, known for its close-knit, eclectic small-town culture and peaceful beauty: a place for ski bums, Hollywood stars, hippies, entrepreneurs, wealthy retirees, and dedicated outdoor recreationists. After 80 years, the community is still tight, sharing rich memories, generations of adventure, and an extraordinary quality of life.

The pursuit of tourism over economic diversity

Economic experts have advised Sun Valley to build a resilient and innovative economy founded on entrepreneurship and business diversity, not transient visitors. But that advice has yet to be heeded. Creating the Future for Sun Valley sides with the economic experts, suggesting why and how the community must advance Main Street interests to preserve its unique character.

• Will leaders realize the local quality of life depends on the binding fabric of its small business community?
• Will they acknowledge that tourism and thriving entrepreneurship can complement each other?
• Will leaders finally build the diverse business base needed for economic stability, innovation, and growth?

The Valley’s historic success was born out of entrepreneurship. Creating the Future of Sun Valley takes readers on a well-written journey through the area’s unique history, present-day threats to its future, and what it must do to sustain its extraordinary lifestyle.