Whistler specialist hired to lead area marketing

Steve’s breakdown: A few months ago Sun Valley decided to go after young affuents. Then they needed a new marketing chief and here she is. The president of the organization said “Very clearly this is a new initiative, and solid leadership is imperative.” As a new business guy, that means there’s a new agency a-comin’.

SUN VALLEY, ID: The Sun Valley Marketing Alliance has hired a marketing professional from Whistler, British Columbia, to lead efforts to promote the Sun Valley area.

After a series of delays, the alliance has named Arlene Schieven as its president and chief marketing officer.

Schieven most recently was vice president of marketing for Tourism Whistler, a member-based organization that seeks to increase tourism for the benefit of all members and sectors.

She will begin working full-time for the Marketing Alliance in late July and will move to Idaho in the fall once work visa criteria have been met for her immigration to the U.S., according to a news release from the alliance.

“Whistler is a leader in the resort and destination marketing realm, and bringing a leader from that culture here is a very logical step,” Tim Silva, Sun Valley Co. general manager and Marketing Alliance board member, said in the release. “We needed a seasoned veteran heading the SVMA and Arlene is the ideal candidate.”

According to the release, Schieven has more than 15 years of experience in tourism marketing, including advertising and creative, events, research, destination media relations, corporate communications, web and information technology, social media, partnerships and promotions.

She also has experience in research and strategic planning for other destinations and organizations, as well as more than five years overseeing the Tourism Marketing program within the School of Business at the British Columbia Institute for Technology.

“Very clearly this is a new initiative, and solid leadership is imperative,” Marketing Alliance board President Jake Peters said in the release. “Few people have the experience and acumen in such a specific field of marketing. Arlene also holds a deep-rooted understanding of community marketing, which we feel is a key component of our organization’s success. Our recruiting efforts have produced a superb candidate.”

Schieven, an avid cyclist and Nordic skier, said she looks forward to her new home and the role she will play in it.

“Sun Valley is truly unique and has everything it needs to return to the top of the destination tourism conversation,” Schieven said in the release. “I firmly believe in the success of the organization’s mission, and I am eager to become a part of the community and raise my son in such an amazing place.”

Candice Pate has been serving as interim leader of the alliance’s marketing efforts since last fall.

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