Our Mission

To improve commercial air service access to the Wood River Valley for the benefit of the community.


Fly Sun Valley Alliance (FSVA) is an Idaho non-profit 501c(6) corporation.  The volunteer board of directors includes private sector business members and public sector representatives from Friedman Memorial Airport, Hailey, Ketchum, Sun Valley and Blaine County. 

Fly Sun Valley Alliance works with the airport, area governments, private businesses, community groups, regional economic development organizations and other partners throughout the region to determine current and future strategic priorities for local resident needs, tourism, business development, cultural and environmental sustainability.

The air service development work of Fly Sun Valley Alliance (FSVA) is funded through investment partnerships with both public and private sector entities. Public sector investment is provided through annual contracts with Sun Valley Air Service Board through 1% for Air Local Option Sales Tax revenues.  Significant private sector investment is provided by Sun Valley Resort with additional support provided by other local businesses through FSVA and Sun Valley Resort partner programs such as Realtors for Air, Air Support Business Ski Passes and Ski for Air Service Day.

Air Service Development

  • Negotiate contracts for service with airlines* – monitor, evaluate, track bookings, fares, P&L

  • Support coordination of start-up effort for new nonstop flights (i.e., SFO, DEN, ORD)

  • Coordinate marketing of the air service with partners via promotions, fare sales, campaigns, etc. (Partners include Sun Valley Resort, Visit Sun Valley, local lodging properties and businesses, Idaho Tourism, and airlines)

  • Work with airlines and contract diversion busing providers to improve service/experience

  • Research and pursue new and/or expanded air service opportunities from target markets

  • Support Friedman Memorial Airport efforts to improve airport infrastructure and services

  • Keep abreast of key air service/industry trends nationally and within Sun Valley’s competitive set

  • Maintain strong relationships with key industry contacts: airlines, consultants, state and local officials, other air service program directors, etc

Background & Airline Contracts

Many airlines require a ‘contract for service’ to provide flights to smaller seasonal markets like SUN. These contracts typically include a financial risk-mitigation component, usually in the form of a Minimum Revenue Guarantee (MRG) to ensure the airline does not have significant loss on the route. Airline contracts, managed by Fly Sun Valley Alliance, have been a key reason that SUN has been successful in providing the community with more nonstop flight options from more cities over the past decade.


  • Develop and implement Air Passenger Surveys at SUN to determine travel trends, economic impact, other relevant data for use in decision making

  • Monitor other air service data within our competitive set

  • Monitor monthly SUN commercial air service statistics

  • Work with Friedman Memorial Airport on passenger leakage reduction, fare monitoring, etc


  • Manage the AIR SUPPORT BUSINESS SKI PASS program, in partnership with Sun Valley Resort

  • Manage the REALTORS FOR AIR program, in partnership with Sun Valley Board of Realtors and Sun Valley Resort

  • Manage SKI FOR AIR SERVICE DAY event, in partnership with Sun Valley Resort

  • Pursue other fundraising opportunities as feasible

Community Outreach/Education

  • Provide public information and outreach on FSVA’s air service development programs and progress.

  • Coordinate communications efforts with Friedman Memorial Airport on key air service issues.