It's a river that Roos, 59, has spent the last 30 years fighting for.

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"There's more cachet to the Aspen name than a place like Telluride, " says Ben Roos, a real-estate agent at Aspen Snowmass Sotheby's International Realty.

WSJ: In Search of Sand and Snow | Spread Sheet

Roos and 550 other merchants have used the company's catalog and training services to take their stores online.

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But Roos, a 47-year-old ski buff who's owned businesses in the resort town for 22 years, usually meets or beats the prices charged by office superstores 70 miles away, in Twin Falls, and by online sellers.

FORBES: Paper Tiger