INTERVIEW WITH STEIN ERIKSEN

On October 16, 2002, Luxury Vacation Home News (LVHN) spoke with Stein Eriksen, director of skiing for Deer Valley Resort, as he was preparing to leave his Park City, Utah home for an afternoon of golf. In the 1950s, Mr. Eriksen achieved legendary status as a ski racer with a remarkable string of victories. At the 1952 Oslo Olympics, he won the gold medal in the giant slalom and silver medal in the slalom. At the 1954 World Championships in Aare, Sweden, he won three gold medals in the slalom, giant slalom and combined events, making him the first alpine skier in the world to win triple gold at a world championship. Now in his 70s, Stein Eriksen still awes Deer Valley Resort visitors with his gracious and fluid style on the slopes.

LVHN: Please tell us about Deer Valley's success?

ERIKSEN: During the past ten years, all the ski magazines have consistently rated Deer Valley Resort one of the nation's top mountain resorts. I think the reason is that we cater to what the public is hoping to find when they go on a ski vacation. At Deer Valley, skiers enjoy more than good skiing. They also feel pampered, they feel welcome, and they feel at home.

LVHN: You have skied and competed at ski resorts all over the world. Why did you come to Deer Valley?

ERIKSEN: Number one was the opportunity to be part of the ski resort's development…to create something unique in the ski business. There was nothing here when we came here. We started planning Deer Valley in 1977 and I have kind of been on the planning board ever since.

I was a good friend of Edgar Stern, which I still am, who is actually the main wheel in the whole operation. He owns 75% of Deer Valley and Roger Penske is there with 25%. Edgar said that he had a dream to make the ultimate ski resort and asked me to go with him. I said, "Edgar I am ready and I think we need something like that."

We knew the snow was the best. The easy access and the mountain were very pleasing and not too challenging. We could cater to any caliber of skier. It was an attraction for the most daring skier and also for the beginner. We now have about 65 miles of runs, so there is something for everybody.

LVHN: What is your favorite ski run?

ERIKSEN: Well, you don't have to ask me that, I have my name on it! It is called Steins Way and it is probably my favorite run. But there are so many other good runs now. They have expanded over to Empire Canyon and Deer Crest - both are the new areas in the last five years that have been developed.

LVHN: Why are Deer Valley runs so good?

ERIKSEN: There are all kinds of skiing for people. (Skiers) cannot get enough of it. They laugh and smile and have a good time. That is not the only reason that the runs are so good - I think it is the ambiance and the feeling. It is the courtesy and friendliness of the resort staff, the quality of food and the accommodations, the whole package. You get pampered from the moment you arrive. And that was the goal.

LVHN: In what ways has Deer Valley benefited from the 2002 Olympic Games?

ERIKSEN: We did a good job with the Olympics, and made a great impression on the public. Word-of-mouth about Deer Valley has spread all over the world. We draw visitors from South America, from Argentina and from Chile, and from all over Europe. Great Britain is very, very important for us. Every year more and more groups and tourists come in.

LVHN: How does Deer Valley compare to other resorts across the world?

ERIKSEN: I think in general that ski areas all over Europe, where I've been skiing, don't (give you) an extreme feeling of welcome. These people have had ski operations for many years and have established some kind of a pattern a little bit different than ours. Not that I am criticizing the way they run their operations, but I think a little bit more friendliness could be expressed when you go to other ski areas. Especially when you see what Deer Valley is doing and see how people respond to the way we treat them.

To go on a ski vacation is not an inexpensive experience. It is something people plan. They want to spend the money, but expect something back for it. So when they spend $10,000 or $8,000 for a week for a family of four, they expect a response to that. They expect service and they expect to be pampered and we are able to do that.

LVHN: What trends have you witnessed in Deer Valley real estate?

ERIKSEN: It speaks for itself. There are no more lots to build on in Deer Valley. When it was developed, we opened one section of the mountain for homeowners and home sites - it was sold. The demand increased so we opened another section and a third section and now just about everything is sold. The new development is now over at Deer Crest. It was connected to Deer Valley about two or three years ago. It is not part of the original part developed by Edgar Stern - it is an addition that has come in the last few years.

LVHN: Why has Deer Valley real estate been so desirable?

ERIKSEN: People would not by those homes unless they really felt that Deer Valley has something unique going for them in the ski business. I have not seen all the homes but it is quite amazing. They run in all different price categories, from two to 12 million dollars a piece. People don't really mind spending the money when they have something they really fall in love with. I think people are falling instantly in love with the operation of Deer Valley and they are not afraid of investing money in it.

It is not like buying a home in Telluride or in Aspen that is a little bit more remote. You can get to Deer Valley within 35 minutes from the (Salt Lake International) airport. (Owners) not only have (houses) as vacation homes, but as permanent homes. A lot of people commute to Los Angeles, to San Francisco and to San Diego. They leave their family here for longer periods of time and come back on the weekends. That is a big attraction - the easy access to the resort and the amenities we offer.

LVHN: What would you say about Deer Valley as a four-season resort?

ERIKSEN: We have all the music festivals. We have arts festivals. Mountain biking has been very big. We also have five beautiful golf courses within half an hour from town. Fishing is great. Tennis facilities are absolutely superb. There is not one sport or recreation that is not available within 20 to 30 minutes of Park City. You have everything.

When you think about the full year-round package, there is not a slow time any more. Well, the few months before and after the ski season, lets say two or three months out of the year, people need to recover. People need to redo things and redo facilities. That is the time of year you can really clean up. But, there is never a slag season anymore with all the activities and programs they have in the spring, summer and fall.

LVHN: Any final comments?

ERIKSEN: I can only say that these have been the happiest times in my ski business years. My twenty years with Edgar Stern and Roger Penske and the staff (at Deer Valley) that has been so close. There has never been friction within the operation and everyone has the same goal. The key persons responsible are really Edgar Stern and Roger Penske, who only want the best.

LVHN: Thank you so much for your time and good luck on the golf course!

ERIKSEN: I hope that this helps your readers. Good Bye.