We're Back With More VK 4 Good!

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Our goal with this secondary newsletter is to highlight the work of our amazing community and the ways creativity is being produced and supported in Idaho - from sitting on boards, to building programs, or producing public art projects.

Each month, we'll highlight the VK 4 Good projects we have going on, or we'll talk about a local creative that inspires us. Really, we just want to spread the love our community deserves.
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Re-envisioning Winter Sports Culture with
​A New Winter

Before we get into the project, allow us to introduce our very good friend, Sofia Jaramillo. Born in the Wood River Valley, Sofia is an accomplished photographer and film director who has worked for media outlets such as The New York Times, National Geographic, and The Guardian. Her work focuses on uplifting and telling the stories of BIPOC in outdoor spaces.
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When Sofia first came by the studio to hang and tell us all about her creativity and past projects, we immediately were inspired. She walked us through this project and what motivated her to gather a dream team crew and talent roster. The result is truly something so magical and impactful - we couldn't wait for the world to see it.
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A New Winter aims to re-envision winter sports culture in the United States by exploring its origins and historical images. The project critically examines the Eurocentric ideas that have endured. By reimagining the first images of skiing in the United States, A New Winter challenges the stereotypes and expands beyond the culture perpetuated by these initial depictions. This project was spearheaded by Sofia as Director and Photographer, supported by our very own Aaron Rodriguez as Director of Lighting and Photography.
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Q: Why do you think this project is important right now?

Although snow sports is changing, there is still a lot of room for improvement. According to the Snow Sports Industry of America's annual report in the 2022-2023 season, only thirteen percent (13%) of skiers were Hispanic, 9% Black and 8% were Asian. Aside from statistics, the slack of diversity is undeniable just by what we see at any U.S. ski resort daily. Everyone deserves to experience the joy of sliding on snow and being outside in nature in the winter. The more folks that feel included and represented in skiing and snowboarding, the richer our winter sports culture will become.
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This project contrasts conventional images and invites a more inclusive future. By centering people of color in these images, the project seeks to make winter sports culture more accessible and relatable for everyone and serve as an example for underrepresented communities to see themselves in winter sports culture.

Below you can find the original, historic photo above the A New Winter remakes.

Q: Why do this work? What's the story, what was the inspiration?

Inspired by Sofia's experience growing up as a Latina in Sun Valley, Idaho, A New Winter reflects her journey with identity and her desire to see a wider array of faces and stories on the ski slopes. As a National Geographic Explorer and Photographer, Sofia's mission is to create images that include the diverse faces she wished she had seen represented as a child.
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Using Sun Valley—the location of the first ski destination and ski lift in the U.S.—as its natural backdrop, A New Winter reimagines the iconic photos of skiing in order to forge a more inclusive narrative.
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Q: How can folks get involved or support A New Winter as an ongoing project?

The Sun Valley Museum of Art is supporting the project and will be hosting an exhibition of the work in 2025. Helping fund the project and its continuation by donating (see link below) to the Sun Valley Museum of Art is greatly appreciated!
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When you donate, please make sure to specify its a "donation for A New Winter" in order for it to be used directly for this project.
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Q: Why do you think it's important to do this kind of work alongside commercial projects?

A note from Aaron: This is the stuff that keeps me going. I have a love for photography for all of the reasons I got into it in the first place - as a tool of exploration and expression. I love making interesting, creative, and powerful work for commercial clients… but projects like this one provide a sense of purpose and fulfillment that is much more difficult to get from your typical commercial project. I feel a deep sense of gratitude to be included in work that could have a profound impact on others around me.
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