Ketchum planning push for tourists

KETCHUM, Idaho – After losing millions of tourist dollars because of a wildfire that threatened thousands of homes and Sun Valley Resort’s ski area, officials in central Idaho are planning a public relations campaign to draw in visitors.

“We’re going to work the PR angle as hard as we can,” Carol Waller, executive director of the Sun Valley-Ketchum Chamber and Visitors Bureau, told the Idaho Mountain Express.

Fire managers on Tuesday declared the Castle Rock fire, burning near the posh resort town of Ketchum, 100 percent contained.

The fire, caused by a series of lightning strikes in mid-August, burned 78 square miles, forced the evacuations of more than 2,000 homes and came within 50 yards of a $12 million Sun Valley ski lodge atop Bald Mountain.

For nearly two weeks, the fire made advances toward homes outside Ketchum and was the most prominent wildfire in the state.

The fire also forced the cancellation of events that would have drawn thousands of tourists over the Labor Day weekend.

Waller estimated the loss at $1 million to $2 million, including tourism money lost during the weeks leading up to that weekend.

The Labor Day weekend was one of the last big opportunities for local businesses before ski season.

Waller, who is on the board of the Society of American Travel Writers, said the chamber would be contacting various publications in hopes of producing stories to entice tourists.

She also said the chamber was hoping to get money for marketing from the Idaho Department of Commerce.

“We don’t have a lot more in our budget but we’re trying to work with the state to get some more marketing money,” she said.

John Deveney, head of Deveney Communication in New Orleans, represented that city for a year after Hurricane Katrina. His company now works with the Louisiana Department of Culture, Recreation and Tourism.

“Making sure that you maintain your credibility and that you partner with groups, individuals and community groups that have credibility is very important,” Deveney said. “You also want to make sure you have consistency.”

He said using the Internet can also work, and that his company has reworked tourism Web sites to increase their appeal.

Waller said that besides public relations options, the chamber is also helping business owners apply for low-interest loans.

But a return of tourists is what’s really needed.

“We’re open for business,” she said.