City of South Lake Tahoe joins in “Pay It Forward” initiative with $10,000 donation

SOUTH LAKE TAHOE, Calif. - Paying it forward has spread quickly through the South Lake Tahoe community this holiday season, and now the City is joining in to help those in need while at the same time helping out small locally-owned restaurants.

The “Pay It Forward” initiative involves community members and organizations contributing money to open tabs at local restaurants. It’s a program that helps those in need and helps support the restaurants when they need it the most.

Luca Genasci, owner of Lake Tahoe AleWorx, started with giving $100 a day for the month of December to a local restaurant to open a tab for people in need of food. That plan has steamrolled and he was joined by Brian Cohen, owner of Overland Meat & Seafood, Tahoe Wellness Center and other businesses and members of the public who have added to the tabs each day. In the last four days alone, a $1,370 tab was opened at Keys Cafe, $1,370 at either of the Red Hut Cafes, $1,440 at the new Third Man Taphouse and Gourmet Deli, and $1,470 at Burger Lounge.

Now the City of South Lake Tahoe is adding to the mix with a $10,000 contribution to the Family Resource Center.

“There is so much need in our community right now, and the Family Resource Center is doing their part to help,” said Mayor Tamara Wallace, “The City is proud to help them, help others, and give back to those who are struggling right now.”

City Council approved the donation last week during a discussion about COVID-19 and its impact on our community.

“This is a great way to help ensure our local business can stay open and help get food to people in our community who find themselves in a place of food insecurity right now,” said Bill Martinez, executive director of the Family Resource Center of the City's donation. “Our LatinX community is being affected by COVID-19 disproportionately compared to other groups not just here but across the country. A lot of our clients work in the service industry, which has been hit very hard. They don’t have the ability to work enough hours to support themselves or their families. This money will go a long way.”

Earlier this month the South Lake Tahoe Police Department celebrated the season with their 12 Days of Kindness. Each day cash donations from staff went to purchase gift cards and items at local small businesses and then gave them to deserving community members including the front line staff at Barton Hospital.