• Hans

Magic Valley

Updated: Apr 25, 2020


This most unique area of south-central Idaho is home to “The Magic Valley,” the cities of Twin Falls, Jerome, and Buhl, along with many surrounding communities. The magnificent Snake River cuts into hundreds of feet of volcanic rock and flows through the area playing an integral part to the economy and recreation of the area. This Magic Valley is at the heart of one of the world’s most productive farming regions. Nearly a hundred years ago pioneering farmers homesteaded and irrigated the fertile Snake River Plain, turning a sagebrush desert into productive agricultural land.

This high desert area of southern Idaho became an agricultural center with agriculture continuing as a cornerstone of the region’s economy. Twin Falls and Jerome have long been agricultural centers with several of the largest employers being involved in food processing. In the past decade Twin Falls has become a small urban center with a diversified economy of agriculture, manufacturing, light industry, service, wholesale, and retail. Specialty shops bring shoppers to the tree-lined historic downtown, while exterior boundaries of Twin Falls are brimming with numerous franchise stores and the Magic Valley Mall. Twin Falls is also the center of commerce, medical care, entertainment, and education for the people of southern Idaho and northern Nevada.

Entertainment is plentiful, offering fairs, rodeos, stock car racing, along with top-notch junior college and high school sports. Touring and local groups present a wide variety of fine and performing arts.

Recreational activities are endless; there are canyons, rivers, and mountains in southern Idaho offering year-round recreational opportunities. Golf and tennis facilities are available, one can fish for everything from trout to sturgeon, soak in hot springs, enjoy white water rafting, kayaking, water and snow skiing, scenic boat tours, hunting, and more. With all this area has to offer, it is no wonder people are moving here. Some move to southern Idaho because they have been transferred by major corporations based in the region, others come to live a less hectic life-style, some like the weather, yet others enjoy the close proximity to the metropolitan areas of Salt Lake and Boise. Young families and retirees alike find southern Idaho an ideal place to call home.

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