Many locals view the recent pandemic stampede as a mixed blessing. The lack of affordable housing and cost of living in ski towns are major concerns. There’s anxiety that newcomers, making higher wages than resort workers, are contributing to surging real estate prices, forcing locals further away to commuter towns. Some fear their small towns could become another playground for the rich. Others wonder whether new residents will shop Amazon or support local seasonal shops who traditionally struggle through the wind-down shoulder season. Could this new generation even buy and revitalize the beloved businesses—all ski towns have them—of aging owners? I’ve long loved the town of Ketchum, Idaho—where Sun Valley is located. It officially lists a full-time population of 4,095. When I spoke with Ketchum Mayor Neil Bradshaw about this new population wave, he admits the influx will be challenging for the town’s infrastructure—healthcare, housing, and school systems. “But we’re up for that challenge,” he says, “We welcome people who can contribute to our year-round economy, but we also want them to embrace the values of small-town mountain living.”
In early March, New York-based writer and literary agent Campbell Schnebly, 28, visited Big Sky, Montana for a ski vacation. It changed her life. When New York locked down, she and her fiancé, who had skied there with his family for years, remained, taking a wait-it-out attitude. She never fell out of love with the City; the couple was even looking to buy an apartment. As they both own their businesses, their mindset changed to let’s try working remotely while stranded. “Neither of us wanted to be in a small town just for the sake of it, but we wanted a new adventure—to be part of a growing community.” An image of an open field, a childhood memory from riding horses, also resurfaced. They returned to Manhattan, packed their bags, and never looked back. They’re starting a lounge and events space in town called True West, which will also showcase natural products, such as zero sugar electrolyte mixes from her fiancé’s company, LMNT. That open field? They just purchased a home on 65 acres.
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