Words said on social media by Tahoe Heartbeat owner Parker Alexander caused an uproar in South Lake Tahoe and beyond this week, bringing action by many, from the burning of hats to phone calls to businesses carrying the popular gear.

It was a display of a unified effort to support the Latino population and stand up against hate speech.

Tahoe Heartbeat products were pulled off the shelves of stores, local groups came out with statements about how they would not support the brand on their own clothing, and the actions showed people were outraged.

There were also some perhaps unintended consequences.

Many local businesses were the target of hateful phone calls and messages, not because they carry the brand but because they “liked” a social media page for Alexander’s Tahoe Heartbeat along the way. That is a common practice to show support for other business owners, and the “like” could have been years old.

Things have escalated and Alexander said he is now getting death threats.

Now is the time to move forward with love and understanding for the community, and education for people on the topics that divide. The last few days have been hard on many, and while people came together in support of a large portion of the community, it has also created a divide with another segment.

South Lake Tahoe can be one community where people are open and understanding and vow to be educated on topics and learn to debate and not hate. There is a peaceful march and protest on Saturday that will have many groups with resources on hand about rights for Latinos, immigration, and the LBGTQ+ community.

There are many local businesses owned and operated by minorities in South Lake Tahoe – support them as a form of protest of how others behave. Supporting is a great way to win.

Some are choosing not to throw away their Heartbeat hats, but to redesign them with a positive message. Wildwood Maker’s Market on Tallac Avenue in South Lake Tahoe has patches that can be put on hats and other items with a positive message, as do other retailers.

This is a good time to reflect on who we are as a community, what we want to be, and how we are going to get there.

We are “we” not an us and them. This has been the subject of many editorials on South Tahoe Now over the years after several topics of conversation escalated on tourism, different measures on the ballots, or concerning our neighbors over the state line.

Locally we’ve seen long-time residents vs. new residents, full-time residents vs. part-time residents, Measure T advocates vs. those who want short-term rentals and the jobs they bring, and growth advocates vs. those who don’t want change (and so on).

There is division across the globe, and that affects all of us, but that doesn’t mean we have to have a divide in our community. Everyone can have a part in healing the fabric of our community and bridge the divides.