Who
Pete Sonntag, Chief Operating Officer and General Manager of Sun Valley, Idaho
Recorded on
April 9, 2025
About Sun Valley
Click here for a mountain stats overview
Owned by: The R. Earl Holding family, which also owns Snowbasin, Utah
Pass affiliations:
Ikon Pass – 7 days, no blackouts; no access on Ikon Base or Session passes; days shared between Bald and Dollar mountains
Mountain Collective – 2 days, no blackouts; days shared between Bald and Dollar mountains
Reciprocal pass partners: Challenger Platinum and Challenger season passes include unlimited access to Snowbasin, Utah
Located in: Ketchum, Idaho
Closest neighboring ski areas: Rotarun (:47), Soldier Mountain (1:10)
Base elevation | summit elevation | vertical drop:
Bald Mountain: 5,750 feet | 9,150 feet | 3,400 feet
Dollar Mountain: 6,010 feet | 6,638 feet | 628 feet
Skiable Acres: 2,533 acres (Bald Mountain) | 296 acres (Dollar Mountain)
Average annual snowfall: 200 inches
Trail count: 122 (100 on Bald Mountain; 22 on Dollar) – 2% double-black, 20% black, 42% intermediate, 36% beginner
Lift fleet:
Bald Mountain: 12 lifts (8-passenger gondola, 2 six-packs, 6 high-speed quads, 2 triples, 1 carpet - view Lift Blog’s of inventory of Bald Mountain’s lift fleet)
Dollar Mountain: 5 lifts (2 high-speed quads, 1 triple, 1 double, 1 carpet - view Lift Blog’s of inventory of Dollar Mountain’s lift fleet)
Why I interviewed him (again)
Didn’t we just do this? Sun Valley, the Big Groom, the Monster at the End of The Road (or at least way off the interstate)? Didn’t you make All The Points? Pretty and remote and excellent. Why are we back here already when there are so many mountains left to slot onto the podcast?
Fair questions, easy answer: because American lift-served skiing is in the midst of a financial and structural renaissance driven by the advent of the multimountain ski pass. A network of megamountains that 15 years ago had been growing creaky and cranky under aging lift networks has, in the past five years, flung new machines up the mountain with the slaphappy glee of a minor league hockey mascot wielding a T-shirt cannon. And this investment, while widespread, has been disproportionately concentrated on a handful of resorts aiming to headline the next generation of self-important holiday Instagram posts: Deer Valley, Big Sky, Steamboat, Snowbasin, and Sun Valley (among others). It’s going to be worth checking in on these places every few years as they rapidly evolve into different versions of themselves.
And Sun Valley is changing fast. When I hosted Sonntag on the podcast in 2022, Sun Valley had just left Epic for Ikon/Mountain Collective and announced its massive Broadway-Flying Squirrel installation, a combined 14,982 linear feet of high-speed machinery that included a replacement of North America’s tallest chairlift. A new Seattle Ridge sixer followed, and the World Cup spectacle followed that. Meanwhile, Sun Valley had settled into its new pass coalitions and teased more megalifts and improvements to the village. Last December, the resort’s longtime owner, Carol Holding, passed away at age 95. Whatever the ramifications of all that will be, the trajectory and fate of Sun Valley over the next decade is going to set (as much or more than it traces), the arc of the remaining large independents in our consolidating ski world.
What we talked about
The passing and legacy of longtime owner Carol Holding and her late husband Earl – “she was involved with the business right up until the very end”; how the Holdings modernized the Sun Valley ski areas; long-term prospects for Sun Valley and Snowbasin independence following Mrs. Holding’s passing; bringing World Cup Downhill races back to Sun Valley; what it took to prep Bald Mountain for the events; the risks of hosting a World Cup; finish line vibes; the potential for a World Cup return and when and how that could happen; the impact of the Challenger and Flying Squirrel lift upgrades; potential upgrades for the Frenchman’s, River Run, Lookout Express, and Christmas lifts; yes Sun Valley has glades; the impact of the Seattle Ridge chairlift upgrade; why actual lift capacity for Sun Valley’s legacy high-speed quads doesn’t match spec; explaining Sun Valley’s infrastructure upgrade surge; why Mayday and Lookout will likely remain fixed-grip machines; the charm of Dollar Mountain; considering Dollar lift upgrades; what happened to the Silver Dollar carpet; why Sun Valley is likely sticking with Ikon and Mountain Collective long-term after trying both those coalitions and Epic; whether Sun Valley could join Ikon Base now that Alterra ditched Ikon Base Plus; RFID coming at last; whether we could still see a gondola connection between Sun Valley Village and Dollar and Bald mountains; and why Sun Valley isn’t focused on slopeside development at Bald Mountain.
Why now was a good time for this interview
Since I more or less covered interview timing above, let me instead pull out a bit about Sun Valley’s megapass participation that ended up being timely by accident. We recorded this conversation in April, well before Vail Resorts named Rob Katz its CEO for a second time, likely resetting what had become a lopsided (in Alterra’s favor) Epic-versus-Ikon battle. Here’s what Sonntag had to say on the pod in 2022, when Sun Valley had just wrapped its three-year Epic Pass run and was preparing for its first season on Ikon:
… our three-year run with Epic was really, really good. And it brought guests to Sun Valley who have never been here before. I mean, I think we really proved out the value of these multi-resort passes and these partner passes. People aspire to go other places, and when their pass allows them to do that, that sometimes is the impetus. That's all they need to make that decision to do it. So as successful as that was, we looked at Ikon and thought, well, here's an opportunity to introduce ourselves to a whole new group of guests. And why would we not take advantage of that? We're hoping to convert, obviously, a few of these folks to be Sun Valley regulars. And so now we have the opportunity to do that again with Ikon.
When I asked Sonntag during that conversation whether he would consider returning to Epic at some point, he said that “I'm focused on doing a great job of being a great partner with Ikon right now,” and that, “I'm not ready to go there yet.”
With three winters of Ikon and Mountain Collective membership stacked, Sonntag spoke definitively this time (emphasis mine):
We are very very happy with how everything has gone. We feel like we have great partners with both Ikon, which is, you know, partnering with a company, but they’re partners in every sense of the word in terms of how they approach the partnership, and we feel like we have a voice. We have access to data. We can really do right by our customers and our business at the same time.
Should we read that as an Epic diss on Broomfield? Perhaps, though saying you like pizza doesn’t also mean you don’t like tacos. But Sonntag was unambiguous when I asked whether Sun Valley was #TeamIkon long-term: “I would see us staying the course,” he said.
For those inclined to further read into this, Sonntag arrived at Sun Valley after a long career at Vail Resorts, which included several years as president/COO-equivalent of Heavenly and Whistler. And while Sun Valley is part of a larger company that also includes Snowbasin, meaning Sonntag is not the sole decision-maker, it is interesting that an executive who spent so much of his career with a first-hand look inside the Epic Pass would now lead a mountain that stands firmly with the opposition.
What I got wrong
I mischaracterized the comments Sonntag had made on Epic and Ikon when we spoke in 2022, making it sound as though he had suggested that Sun Valley would try both passes and then decide between them. But it was me who asked him whether he would decide between the two after an Ikon trial, and he had declined to answer the question, saying, as noted above, that he wasn’t “ready to go there yet.”
Why you should ski Sun Valley
If I was smarter I’d make some sort of heatmap showing where skier visits are clustered across America. Unfortunately I’m dumb, and even more unfortunately, ski areas began treating skier visit numbers with the secrecy of nuclear launch codes about a decade ago, so an accurate map would be difficult to draw up even if I knew how.
However, I can offer a limited historical view into the crowding advantages that Sun Valley offers in comparison to its easier-to-access peer resorts. Check out Sun Valley’s average annual skier visits from 2005 to 2011, compared to similarly sized Breckenridge and Keystone, and smaller Beaver Creek:
Here’s how those four ski areas compare in size and average skier visits per acre:
Of course, 2011 was a long time ago and multi-mountain passes have dramatically reworked visitation patterns. Breck, Keystone, and Beaver Creek, all owned by Vail during the above timeframe, joined Epic Pass in 2008, while Sun Valley would stand on its own until landing on Mountain Collective in 2015, then Epic in 2019, then back to MC and Ikon in 2022. Airline service to Sun Valley has improved greatly in the past 15 years, which could also have ramped up the resort’s skier visits.
Still, anecdote and experience suggest that these general visitation ratios remain similar to the present day. Beaver Creek remains a bit of a hidey-hole by Colorado standards, but Breck and Keystone, planted right off America’s busiest ski corridor in America’s busiest ski state, are among the most obvious GPS inputs for the Epic Pass masses. No one has to try that hard to get to Summit County. To get to Sun Valley, you still have to work (and spend), a bit more.
So that’s the pitch, I guess, in addition to all the established Sun Valley bullet points: excellent grooming and outrageous views and an efficient and fast lift network. By staying off the Ikon Base Pass, not to mention Interstates 70 and 80, Sun Valley has managed to achieve oxymoron status: the big, modern U.S. ski resort that feels mostly empty most of the time. It’s this and Taos and Telluride and a few others tossed into the far corners of the Rockies, places that at once feel of the moment and stand slightly outside of time.
Podcast Notes
On Sun Valley/Pete 1.0
Sonntag first joined me on the pod back in 2022:
On Carol Holding
Longtime Sun Valley owner Carol Holding passed away on Dec. 23, 2024. Boise Dev recalled a bit of the family legacy around Sun Valley:
“One day, I spotted Earl and Carol dining on the patio and asked him again,” Webb told Bossick. “And Carol turned to him and said, ‘Earl, you’ve been saying you’re going to do that for years. If you don’t build a new lodge, I’m going to divorce you.’ That’s what she said!”
The lodge opened in 2004, dubbed Carol’s Dollar Mountain Lodge.
In a 2000 interview with the Salt Lake Tribune, Carol made it clear that she was as much a part of the business as Earl, whose name caught most of the headlines.
“I either became part of his business or lived alone,” she said.
The pair often bought distressed or undervalued assets and invested to upgrade them. She told the Tribune that paying attention to the dollars in those early years made a big difference.
“I still have the first dollar bill that anyone gave me as a tip,” she said.
Once they bought Sun Valley, Robert and Carol wasted no time.
Wally Huffman, the resort’s GM, got a call to the area above the Ram Restaurant. Someone was stuffing mattresses out the window, and they were landing with a thud on the kitchen loading dock below. Huffman called Janss – the person who had owned the resort – and asked what to do.
“I think you should do whatever Mr. Holding tells you to do.”
Robert and Carol had purchased the property, and upgrades were well underway. They didn’t know how to ski. But they did know hospitality.
“Why would anyone who didn’t know how to ski buy a ski resort? That wasn’t why we bought it—to come here to ski,” Carol said. “We bought it to run as a business.”
Earl Holding’s 2013 New York Times obituary included background on the couple’s purchase of Sun Valley:
A year later, Carol Holding, who was her husband’s frequent business partner, showed him a newspaper article about the potential sale of Sun Valley. He bought the resort, which had fallen into disrepair since its glory years as a getaway for Ernest Hemingway and others, after he and his wife spent a day there skiing. They had never skied before.
Davy Ratchford, President of sister resort Snowbasin, told a great story about Carol Holding on the podcast back in 2023 [31:20]:
Mrs. Holding is an amazing woman and is sharp. She knows everything that's going on at the resorts. She used to work here, right? She'd flip burgers and she'd sell things from the retail store. I mean she's an original, right? Like she is absolutely amazing and she knows everything about it.
And I was hired and I remember being in our lodge and I had all the employees there and she was introducing me, and it was an amazing experience. I remember I was kneeling down next to her chair and I said, “You know, Mrs. Holding, thank you for the opportunity.” And she grabs both your hands and she holds them in tight to her, and that's how she talks to you.
It's this amazing moment. And I said, “I just want to make sure I'm doing exactly what you want me to do for you and Earl's legacy of Snowbasin.” I know how much they love it, right? Since 1984. And I said, “Can I just ask your advice?” And this is exactly what she said to me, word for word, she said, “Be nice and hire nice people.” And every employee orientation since then, I've said that: “Our job is to be nice and to hire nice people.”
Listen to the rest here:
On Sun Valley’s evolution
When the Holdings showed up in 1977, Sun Valley, like most contemporary ski areas, was a massive tangle of double and triple chairs:
The resort upgraded rapidly, installing seven high-speed quads between 1988 and 1994:
Unfortunately, the ski area chose Yan, whose bungling founder’s shortcuts transformed the machines into deathtraps, as its detachable partner. The ski area heavily retrofit all seven machines in partnership with Doppelmayr in 1995. Sun Valley has so far replaced three of the seven Yans: the Seattle Ridge sixer replaced the detach quad of the same name last year and the Broadway sixer and Flying Squirrel quad replaced the Broadway and Greyhawk quads in 2023, on a new alignment:
Sonntag outlines which of the remaining four Yan-Doppelmayr hybrids will be next on the pod.
I’ve summarized the Yan drama several times, most recently in the article accompanying my podcast conversation with Mammoth COO Eric Clark earlier this year:
On World Cup results
While we talk in general about the motivation behind hosting the World Cup, what it took to prep the mountain, and the energy of the event itself, we don’t get a lot into the specifics of the events themselves. Here are all the official stats. Videos here.
On glades
Yes, Sun Valley has glades (video by #GoProBro, which is me):
On Ikon Pass’ evolution
I feel as though I publish this chart every other article, but here it is. If you’re reading this in the future, click through for the most current:
On the Sun Valley Village masterplan
We discuss an old Sun Valley masterplan that included a gondola connection from the village to Dollar and then Bald mountains:
The new village plan, which is a separate document, rather than an update of the image above, doesn’t mention it:
Why? We discuss.
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