The long awaited reopening of the historic Sun Valley Lodge is “on schedule” to reopen June 15. Originally built in 1937, the lodge has entertained celebrities from Earnest Hemingway to Marilyn Monroe. According to Tim Silva, Sun Valley General Manager, “Those days are over. The contemporary, Four Seasons resort business model is designed around the twenty-two to twenty-eight year old demographic and their parent’s money.”
The new marketing strategy is evident per the Sun Valley website’s new architectural sketches, depicting a 'Jersey Shore in the Intermountain West' feel. Silva added, “Just look at whose hanging poolside….good looking, body minded millennials, relaxing, strutting, and dropping OMGs and LOLs all over the swim deck. It is going to get jiggy around here.” Silva concluded, "I can't believe how much time we've wasted all these years. All you have to do is provide a gift shop with hair gel, fitted tank tops, and specially formulated forearm-tattoo protective sun screen. Live and learn. Live and learn....."