SUN VALLEY, Idaho – January 29, 2008
, wintertime's largest sports, music and entertainment tour, heads to Sun Valley on March 14-16 for the final event of the season, it will represent an appropriate homecoming for the Idahoans who in only two years have turned this celebration of the mountain culture into a national phenomenon.
Billed as the "Loudest Show on Snow," 48STRAIGHT emerged from the consolidation of the Jeep® King of the Mountain Series, one of the most renowned professional race programs over the past 15 years and Ketchum-based The Ski Tour, an event that in its inaugural year redefined the merging of high-level racing with high demand musical offerings. The result is a jam-packed weekend of on-snow and off-snow social, educational and recreational activities ranging from ski and snowboard cross racing and halfpipe competitions to over a dozen live concerts, street parties, art exhibits, stage productions and environmental expos.
Though widely diverse in scope, the festivities planned for Sun Valley share the common theme of recognizing, celebrating and ensuring the viability of the mountain culture. A sampling of the planned events include:
Environmental Symposiums – March 11-13
As a prelude to the kick-off of 48Straight, the tour will host a three-night series of environmental symposiums titled "Green Your Scene," that will examine the impact of climate change on mountain towns and address how people living in these communities can reduce their carbon footprint. The series will be moderated by Aimee Christensen, a Sun Valley native and global sustainability consultant, and will feature authors and guest speakers such as musician Michael Franti, actress Mariel Hemingway, former Salt Lake City Mayor Rocky Anderson and many others.
Ski & Snowboard Cross Racing and Ski Halfpipe Competitions – March 14-16
The sports action at Sun Valley will feature arguably the world's most thrilling winter events – snowboard cross and ski cross racing – as part of the grand finale of the Jeep King of the Mountain competition. Friday will feature the finals of snowboard cross, with ski cross finals taking place Saturday. Headlining the line-ups will the top names in each discipline, including Shaun Palmer, Nate Holland, Graham Watanabe, Seth Wescott, Lindsey Jacobellis, Daron Rahlves and Casey Puckett, among many other Olympians, World Cup titlists and national champions. The winner will drive down the mountain in a new Jeep, along with a lion's share of the record $250,000 cash purse.
Then on Sunday, the top ski halfpipe riders from across the globe will participate in the Paul Mitchell ski halfpipe competition followed by a special "Monster Hit" blowout event.
Those set to appear include defending champion Simon Dumont, joined by X Games standouts Jossi Wells, Xavier Bertoni, Justin Dorey and Colby West.
Live Concerts – March 14-15
The heart and soul of the weekend is the 48STRAIGHT Music Festival, an abundance of diverse live performances showcasing some of the top acts in the industry, spread across town at popular hot spots, street parties and the enormous Basecamp Pavilion. A sampling of the entertainers signed on for Sun Valley include:
- Kamphire Collective & DJ Logic – Friday, 7 p.m. @ Basecamp Pavilion
- Slightly Stoopid – Friday, 8:05 p.m. @ Basecamp Pavilion
- DJ Native Wayne – Friday, 10 p.m. @ Street Party
- Salem – Friday, 10:30 p.m. @ Whiskey Jacques
- Bassnectar – Friday, 10:30 p.m. @ Roosevelt Tavern
- Dirtie Blonde – Friday, 10:30 p.m. @ Sawtooth Club<
- Mickey Avalon – Friday, 11:30 p.m. @ Basecamp Pavilion
- DJ Logic – Friday, 11:55 p.m. @ Whiskey Jacques
- Ky-Mani Marley – Saturday, 7 p.m. @ Basecamp Pavilion
- Michael Franti & Spearhead – Saturday, 8:10 p.m. @ Basecamp Pavilion
- Micky and the Motorcars – Saturday, 10:30 p.m. @ Whiskey Jacques
- Dirty Sweet – Saturday, 10:30 p.m. @ Roosevelt Tavern
- DJ Bedz & The White Shadow – Saturday, 10:30 p.m. @ Sawtooth Club
- Swollen Members – Saturday, 11:30 p.m. @ Basecamp Pavilion
Arts, Culture & Miscellaneous Parties – March 14-16
Each afternoon of 48Straight will feature après ski parties with live music at locations such as Apples in Warm Spring Village and the base of Dollar Mountain and Baldy. On Friday, visitors may enjoy the Company of Fools theater presentation of "Danny and the Deep Blue Sea" at Whiskey Jacques, followed by a gallery walk in Downtown Ketchum. Then on Saturday, in addition to concerts, a street party with various DJ performances will be held on Ketchum's Main Street.
Full event information, including dates, times, locations and ticket information for 48STRAIGHT activities can be found online at
. Tickets may be purchased for concert events at
Coverage of the action from Sun Valley will be televised to a national broadcast audience on March 29 and 30 on CBS Sports and on nationally syndicated television beginning March 28. Check local listings for specific airdates and times.
The Jeep® King of the Mountain was established in 1993, and Jeep serves as the event's title sponsor. The winter series, now in it's 15th season, is the sister event to the Mountain Biking World Professional Championships. Other marketing partners for the Jeep King of the Mountain Series include Crocs, Firm Green, Infinity, John Paul Mitchell Systems, Monster, Scott USA, Sprint, Spyder and Sun Valley.
The Jeep brand expanded to seven nameplates in the 2007 model year, the most available to retail consumers at one time in the brand's 66-year history. With the introduction of the all-new 2008 Jeep Liberty mid-size sport-utility vehicle (SUV), the Jeep brand offers customers the freshest, most capable and widest range of sport-utility vehicles under one brand in the industry.