The ski pass wars ratcheted up last week with the unveiling of Alterra Mountain Co.’s Ikon Pass, which includes 23 ski resorts in nine U.S. states and three Canadian provinces.
Skiers and snowboarders won’t find Sun Valley Resort on the Ikon Pass list, and that’s just fine with resort General Manager Tim Silva. Silva said Wednesday that caution is necessary when it comes to deciding how to affiliate the Sun Valley brand.
Aspen Skiing Co. and Alterra—a newly formed affiliate that owns 12 ski resorts—are backing the Ikon Pass, aimed at competing against Vail Resorts’ Epic Pass.
“The Ikon Pass is a collaboration of like-minded mountain destinations across North America where incredible terrain, unique character and local traditions are celebrated,” Erik Forsell, chief marketing officer of Alterra, said in a news release. “We’ve curated a community of iconic destinations.”
Silva spoke at a Sun Valley Air Service Board meeting, which was held at Hailey City Hall on Wednesday afternoon. Sun Valley Mayor Peter Hendricks quizzed Silva as to why Sun Valley was not included in the Ikon Pass.
“It’s something we should weigh very, very carefully,” Silva said. “We have to be very careful about who we associate with. Getting that just right is very important.”
Silva said Sun Valley is included in the Mountain Collective pass, which will continue into 2019. He said that has been successful in bringing business to the resort.
“Mountain Collective drives visits this year,” he said. “I think the success with Mountain Collective will just continue. We’re confident that Mountain Collective will continue to be the boon it has been for the last several years.”