Fly Sun Valley Alliance, Inc. is an Idaho non-profit 501c(6) corporation. Our volunteer board of directors is structured to effectively represent and speak for the entire Wood River Valley community and therefore includes various governmental agency representatives and key valley business stakeholders with a diverse array of experience and expertise.
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FSVA Executive Director
carol@flysunvalleyalliance.com
Carol has played a key role in commercial air service development and marketing efforts in Sun Valley for the past 25 years. She was actively involved in successfully securing one of the first USDOT Small Communities Air Service Development grants to start nonstop flights between Los Angeles and Sun Valley in 2002, and was instrumental in securing a new airline (United) to serve SUN with additional nonstop flights to San Francisco, Denver, and Chicago. She led the destination tourism marketing program for the Sun Valley area as Executive Director of the Sun Valley/Ketchum Chamber & Visitors Bureau (SVKCVB) for 13 years, and spearheaded the formation of the Blaine County Air Transportation Advisory Group, which operated as a committee of the SVKCVB until Fly Sun Valley Alliance was formed as an independent non-profit organization in 2008. She provided management of FSVA during her tenure at the SVKCVB, and became director of FSVA in 2011. Her past experience in destination tourism marketing and economic development also includes serving as Marketing Director of the Jackson Hole (WY) Visitors Council/Chamber for eight years, and Governor-appointed Tourism Commissioner for the State of Wyoming Tourism Division. She has held leadership positions on national, regional and state travel and PR industry boards, and has received numerous industry awards for her work. Carol began her 30+ year career in the travel & tourism industry serving coffee and cocktails at 30,000 ft. as an international flight attendant for Pan Am.
Ron McNeill has served as FSVA’s airline consultant for 10+ years. He is a former airline executive with 38 years of experience in airline marketing, operations, planning and revenue management. He was formerly Vice President of Revenue Management, Vice President of Airline Planning, and Staff Vice President – Forecasting and Analysis for Trans World Airlines (TWA) and Manager – Marketing Development for American Airlines. Ron’s TWA experience included route analysis, forecasting and revenue management for domestic and international hubs including STL, John F. Kennedy International Airport in New York, Luis Muñoz Marín International Airport in San Juan and Charles de Gaulle Airport in Paris. Ron currently works as a senior air service consultant in Mead & Hunt’s St. Louis office.
During his airline career, Ron was responsible for the automation development of systems used for passenger reservations and airport processing. In his role as Vice President of Revenue Management, he was responsible for published airline fares and pricing, unpublished fare negotiations, group policies, bookings and pricing, and the development of systems used to manage airline bookings and revenue. When TWA was acquired by American Airlines, Ron was appointed to the officer level Core Integration Group that was tasked with integrating TWA practices and employees into those of American Airlines. He was specifically responsible for evaluating procedures and identifying best practices for revenue management, domestic passenger sales, frequent flyer programs and ambassador clubs.
Ron has extensive experience with models and analytical tools used by airlines in forecasting and evaluating new markets. His reputation and contacts in the airline industry get clients high-level airline management attention. He provides Mead & Hunt clients with an airline perspective for air service analysis and airline presentations. Since joining Mead & Hunt, Ron has used his knowledge of airline revenue and forecasting systems to identify service opportunities for clients that fall beneath the traditional thresholds used by carrier systems. Having worked on the other side of the table, he can present carriers with unique analytical approaches to assess and evaluate community opportunities.
Dave Madaras
Dave Madaras is currently managing the CargoGlide category at Decked. Prior to Decked, he was COO of FuelerLinx, business aviation’s leading fuel management software. In that role, Dave interfaced with many of the aviation industries largest software providers, aircraft operators, FBOs and airports. Prior to his time in the aviation industry, Dave spent 10 years working as a derivatives trader at Barclays Capital and Citibank in New York and London. Dave graduated from the University of Virginia in 2006 with a BS in Systems and Information Engineering. He served as a consultant to the Sun Valley Air Service Board in 2018/19. He moved his family to Ketchum in 2015 and loves the work-life balance the Wood River Valley provides. Dave believes the mission of FSVA is critical to the continued success of the Wood River Valley.
Pete Sonntag joined Sun Valley Company as Vice President and General Manager in June 2021. Sonntag brings many years of experience and a passion for the mountains to his role. He has overseen multiple ski resorts including Whistler Blackcomb and Heavenly and has also served as Ski School Director at a number of resorts including Vail, Beaver Creek, Keystone and Copper Mountain. He began his career in the mountains as a grounds maintenance worker at the Beaver Creek Golf Course.
Pete is thrilled to be a part of the Wood River Valley community and is joined by his wife and three children, all of whom share a passion for the outdoors. “Sun Valley Company continues to stand out as a family-owned, independent resort focused on its loyal guests, employees and the Wood River Valley, and to that end, the importance of air service into our valley cannot be understated,” said Sonntag, “I am eager to serve on the Fly Sun Valley Alliance Board to support the critical work of this organization.”
President, Sawtooth Forensics, LLC
wdenekas@sawtoothforensics.com
As a businessman and booster for the Wood River Valley, Walt is a strong proponent of air service to the area for both locals and visitors. He was chairman of the committee that developed the new noise abatement procedures into and out of Friedman Airport to maintain aircraft safety while minimizing the impact of aircraft noise on the community.
Since Walt joined the board, FSVA has added commercial air service to San Francisco, Denver, and Chicago.
Tracy Groll moved to the Wood River Valley in 2014 with Zions Bank as Region President for the resort market. Tracy took a special interest in the air service industry as he recognizes that the success of commerce within the Wood River Valley is driven heavily by the ability to access reliable and convenient air travel. Tracy recently took on a new assignment as Regional Director of Commercial Banking. Within his role at the bank, Tracy has access to review trends of metropolitan areas and other resort markets within the bank footprint that reinforces his awareness regarding the importance of having quality air service for businesses to thrive in our community. Prior to moving to Sun Valley, Tracy focused primarily on Commercial and Industrial Lending to mid-size companies throughout the Intermountain West. Tracy and his wife Amy and their children continually enjoy many of the superb outdoor, educational and cultural activities that the Wood River Valley has to offer.
Marty Albertson has an extensive retail industry background and is currently a consultant for several products being sold through various retail channels in the music industry and the broader mass merchant channel. In 2023, Marty became the majority partner of the Elephant’s Perch, a leading sporting goods retailer in Ketchum, Idaho.
Marty spent 33 years at Guitar Center, before retiring as Chairman/CEO in August 2010. Mr. Albertson joined Guitar Center as a salesperson in 1979 and held various positions with increasing responsibility. In 1980 he served as Advertising Director and in 1984 became National Sales Manager. Thereafter in 1985 Mr. Albertson became Vice President of Corporate Development and became the Vice President of Sales and Marketing in 1987. In 1990, Mr. Albertson became Executive Vice President and Chief Operating Officer. Mr. Albertson served as President and Co-Chief Executive Officer from 1999 to 2004 and then became Chairman and CEO from 2004 until 2010. Marty was a board member of Guitar Center from 2010 until Jan 7, 2015. During his time in retail he served as a board member of the National Retail Federation and the National Association of Music Merchants. He currently is the Board Chair for Playground Sessions and a Board Member for Ambiance Radio and the past Chairman of the Sun Valley Marketing Alliance. He is committed to public school reform and served as the Event Chair of the Sun Valley Roundtable for the American for the Arts as well as the Chair of the Education Committee for the Sun Valley Center for the Arts. He has been a Board Member and past Chairman of the Mr. Holland”s Opus Foundation since 1999 and served on the Board of Americans for the Arts
Executive Director, Sun Valley Tourism Alliance, dba Visit Sun Valley
Ray has been with Visit Sun Valley since 2015 and risen through the ranks where he currently serves as the Executive Director of the organization. Gadd is a born and raised Idahoan with background in marketing, pr, and photography. He is passionate about the area and Idaho as a state. When he’s not looking for the next generation of visitors that will love and appreciate this place, he can be found skiing, mountain biking, fly fishing, shooting photos, and exploring the wonders of Idaho and the world round.
Mr. Palmedo is President and Managing Member of Sun Valley Gold LLC, an S.E.C registered investment advisory firm, established in 1992 in Ketchum, Idaho with a research office in Vancouver B.C. Prior to moving to Sun Valley, Peter worked in New York City for Morgan Stanley & Co. specializing in the development and application of equity derivative products for major domestic and international investor clients. His current work continues to focus on intensive financial analysis to evaluate risk-adjusted opportunities in investment markets around the world. For both business and pleasure, he is a frequent flier in and out of Friedman Memorial Airport, and welcomes the opportunity to assist FSVA in its important task of improving air service in the Wood River Valley.
Owner, Wilson Construction
davidwilson@wilsonconstruction.com
Dave Wilson is a long-time Wood River Valley resident and owner of Wilson Construction. The first registered Master Builder in Idaho, Wilson has more than 30 years of industry service at the local, state, and national levels including President of the National Association of Home Builders, Idaho Building Contractors and the Wood River Building Contractors Association. Wilson was named Idaho’s Home Builder of the Year and was twice honored with the Outstanding Achievement award for Profound Influence of the Building Industry. He has served as Mayor and City councilmen for Sun Valley. He is also a private pilot and is interested in helping to continue to improve air service at SUN.
Managing Principal, McCann Daech Fenton Realtors
Dick has been actively involved with air service to Sun Valley as an informal liaison between the resort, the air carriers and the airport since mid-70’s, and served on the Blaine County Air Transportation Advisory Group for 6 years before taking a seat on the Fly Sun Valley Alliance Board when it was formed in 2008. Dick was involved in initiating SkyWest service from SLC, Horizon service from SEA and subsequently from LAX with USDOT grant, charter programs from SFO, LAX, SNA, obtaining contract tower, MLS, and TLS, advising on 1990 Relocation Study, 1994 Master Plan, 2006 Relocation Feasibility Study. Dick holds an MBA from Harvard, was a management consultant at KMPG and has extensive experience in resort planning, development, operations, marketing and corporate finance for projects throughout the US, including Bear Valley, Telluride, Vail, Park City, Sunriver, Kapalua, Newport Beach, and Lake Tahoe. He has also been a strategic planning and financial consultant on mergers and acquisitions within the commercial airline industry.
SUN Airport Interim Director/Airport Liaison
Tim has been with the Friedman Memorial Airport since 2020 and currently serves as its Interim Airport Director. Prior to this appointment, Tim served as the Deputy Director of Airport Operations where he was responsible for the safe and efficient day-to-day operations of the Airport including federal compliance, emergency management, and snow removal operations. Prior to joining the Airport team in Hailey, Tim has served in various Airport Operations and Emergency Management capacities at Boeing Field/King County International Airport in Seattle, San Jose International Airport in California, Aspen/Pitkin County Airport in Colorado, and the Massachusetts Port Authority in Bedford, MA.
When Tim is not at the Airport, he can be found having fun in the backcountry mountains of Idaho with his wife, daughter, and dog; or riding one of his many motorcycles to faraway locations! Over the last 15 years, Tim has logged over a quarter million miles on different motorcycles on 4 continents and 77 countries! He has driven a motorcycle from the top of Alaska to the bottom of South America and from the bottom of Africa to the top of Norway.
Blaine County Commissioner
Lindsay is a Blaine County Commissioner, appointed by Governor of Idaho to her position. Her previous professional experience includes serving as Executive Director of the Environmental Resource Center in Ketchum, Deputy Chief Analytics Officer for the City of New York and as an assistant economist at the Federal Reserve and the International Monetary Fund. Lindsay grew up in the Wood River Valley and holds a bachelor’s degree in economics from Brown University in Providence, Rhode Island.
Lindsay is a Blaine County Commissioner, appointed by Governor of Idaho to her position. Her previous professional experience includes serving as Executive Director of the Environmental Resource Center in Ketchum, Deputy Chief Analytics Officer for the City of New York and as an assistant economist at the Federal Reserve and the International Monetary Fund. Lindsay grew up in the Wood River Valley and holds a bachelor’s degree in economics from Brown University in Providence, Rhode Island.
Sun Valley City Council Liason
Michelle was elected to the Sun Valley City Council in 2011 and serves as the city’s liaison to FSVA. She is also the Executive Director ARCH Community Housing Trust working to maximize funding for affordable housing development in Blaine County. Her past experience includes working as a Derivatives Trader and Minerals Trader for BP International, and as Manager of BP Oil’s Network C-Stores managing product line, promotions and advertising programs. Michelle and her husband have been full time Wood River Valley residents since 2009, following 17 years abroad in various locations resulting from Harry’s work with an international oil company.
