Ribi & Youngman Comment on Sun Valley Area Marketing

Below is a joint letter issued October 1, 2010 by Sun Valley City Councilmen Nils Ribi and Bob Youngman:

Dear Sun Valley Citizens and Stakeholders:

Nine months ago the City of Sun Valley embarked on a program to specifically improve the quality of the visitor experience, increase the number of visitors to the area, and increase visitor spending. This was based on extensive detailed research and data developed by the independent marketing committee, which showed the marketing and visitor operations run by the local Chamber were not producing positive results.

We are writing directly to you because we feel the local print media has not provided accurate coverage of the significant departures to what was expected from the implementation of that program.  

The implications of the recently announced merger of the originally planned marketing board (Sun Valley Resort Area Marketing, Inc. or SVRAMI) and the Chamber of Commerce into a “new marketing alliance” (Sun Valley Marketing Alliance or SVMA) are significant and deserve a full explanation because this merger essentially takes us back to where we were before we began this process. The important lines of functionality and accountability which were outlined for SVRAMI in the press release of June 11, 2010 from the Mayors of Sun Valley and Ketchum are not reflected in the structure of SVMA (click here to read the press release). The actions of the “new marketing alliance” have also caused unnecessary delays in the implementation of the tasked national and international marketing of the Sun Valley resort area.

There are three primary areas where the “new marketing alliance” has significantly deviated from the original plan:

1.     The original SVRAMI Board was to consist of an executive board of three members – one selected by Ketchum, one selected   by Sun Valley, and one representing the Sun Valley Company, with two additional at-large members named by the executive board. SVRAMI was to be tasked with all external marketing, visitor center services, event planning and execution, local promotion and advertising, and visitor customer service. All board members were to possess significant business skills, experience, and direct marketing experience, preferably in the resort and tourism industry. This Board was to be completely independent of the Chamber of Commerce. It was expected the Sun Valley and Ketchum business communities would form a separate Chamber of Commerce to operate traditional business support activities.

Instead, here is what happened:

A nine member “new marketing alliance” board was formed, with most members having no demonstrable successful experience in direct marketing of any type, let alone in the resort or tourism industry. This “new marketing alliance” board, with four “Chamber of Commerce” Board members added, is essentially a mirror image of the old Chamber of Commerce board, something we were attempting to move away from because, for many reasons, this approach was ineffective. The independent marketing committee  identified a real need to create clear accountability and a focus on goals and results. The SVRAMI structure outlined in the June 11, 2010 press release accomplished this (see June 11, 2010 press release SVRAMI organizational chart below).

2.     The SVRAMI Board was to immediately identify and hire a highly qualified Chief Executive Officer (CEO)/Chief Marketing Officer (CMO), whose role would be to develop strategic and operational marketing plans for the Sun Valley resort area which was to be presented to the two Cities for approval for funding. The importance of the CEO/CMO position cannot be underestimated as it is the experience, professionalism, and fresh perspective of a qualified person that were to play a central role in efficient and effective resort area marketing and to help lead us out of our economic decline.

Instead, here is what happened:

The “new marketing alliance” board did not hire a CEO/CMO, but instead announced it would develop its own marketing plan using an external marketing agency. The board appointments consist of individuals that are volunteers, have other business interests, and, in some cases, are not qualified to work in a direct fashion on marketing initiatives.  The need in the Sun Valley resort area is critical and we cannot depend on part-time volunteers to develop a detailed, complex, strategic marketing plan. A proven leader with substantial and successful resort area marketing experience is necessary and not optional.

3.     The SVRAMI Board was also to be tasked with overseeing visitor center services, event planning and execution, local promotion and advertising, and visitor customer service, all to be placed in a separate division from external marketing. It was to have its own Director. As noted above, we have attached the June 11, 2010 press release and organizational chart regarding this, where Mayor Willich and Mayor Hall enthusiastically support this organizational structure.

Instead, here is what happened:

The “new marketing alliance” decided, through its merger with the Chamber of Commerce, to relinquish all policy, oversight and budgeting for visitor center services, event planning, and visitor customer service back to the control of the Chamber of Commerce, an organization that presided over a 10 year decline in the Sun Valley resort area economy. We have attached the September 14, 2010 press release where Mayor Willich and Mayor Hall now enthusiastically announce and support this latest organizational structure (click here to read it). This structure is flawed and bears no resemblance to what was agreed upon during our budget deliberations.

By not following the recommendations or the directions of the policy-making body of the City, the “new marketing alliance” has caused our entire community to take a large step backwards. We are back to where we were before we began with essentially the same organization we have been trying to restructure; an organization we know from experience and analysis of data does not produce positive results.

Is there a solution to the mess they have created? Yes. The reasons for, and the long-term importance of, restructuring our resort area marketing to restore economic vitality to this community is just as valid today as it was nine months ago. The Cities can insist that the original organizational structure (as outlined in the June 11, 2010 press release) be reinstituted, a board of qualified individuals be appointed, a CEO/CMO be funded, recruited and hired, strategic and operational marketing plans be developed, and the plans be implemented. A Chamber of Commerce, independent of the local government, is needed and has a place in our community.

We are not sitting by idly while we hope others come to their senses. In the interim, we are working on a program to make sure critical upcoming events in Sun Valley receive the attention and support they need. At the October 21^st City Council meeting, we will be presenting revisions to Sun Valley’s External Contracts Policy to allow the Council greater ability to support and manage marketing and promotion of events which will increase the local option tax revenues and enhance the quality of life in Sun Valley.

Thank you for taking the time to understand the rest of the story.

Nils Ribi , Sun Valley Councilman                                        Bob Youngman, Sun Valley Councilman