KETCHUM, Idaho — Utah billionaire and Sun Valley resort owner Earl Holding is said to be considering changing the name of his Snowbasin resort in Utah to Sun Valley.

The resorts' managers said Holding has been considering the idea for years, and it could have two benefits.

A little of Sun Valley's history could rub off on Snowbasin, and the "Sun Valley" name would get exposure during the internationally televised 2002 Winter Olympic events being held in Snowbasin.

But Jack Sibbach, Sun Valley Co.'s chief of marketing, said the Sun Valley resort has an individuality that should be maintained.

"We have a community here," he said. "Maybe that's selfish. Personally, I hope he doesn't do it."