SOUTH LAKE TAHOE, Calif. – The weather wasn’t ideal for a grand opening, but the snow didn’t dampen the spirits of the crowds that flocked to the grand opening of Sierra in South Lake Tahoe Saturday.

The doors opened at the newest location of Sierra at 8 a.m. Saturday. Those entering the store were treated by a team of staff members who handed out a shopping bag with a Sierra hat, water bottle, and a fanny pack, and everyone could take a spin on the wheel to win other prizes. Everyone was also invited to guess on the height of Sierra’s Active Wagon stationed in front of the store stacked with 100 Sierra products that will be available to shoppers in the new store including kayaks, sleeping bags, yard games, sporting goods, pet essentials, hiking boots, yoga mats, running shoes, ski and snow gear, and much more. The winner received a $500 gift card to the store.

“We were blown away this weekend by the number of residents and visitors who came to celebrate the store’s grand opening despite the heavy snowfall,” said Amanda Johnson, Sierra’s assistant vice president/marketing director. “As this is our first store in California, South Lake Tahoe set a high bar with their warm welcome!”

The TJ Maxx Family Of Brands (Sierra, TJ Maxx, Marshalls, and Home Goods) chose South Lake Tahoe as its first California location for Sierra, stating it was a perfect fit because of the wide range of exciting activities and a community passionate about getting active year-round.

“Here at Sierra, our mission is to encourage shoppers to get active in theways that suit them bes t – whether that’s going for a walk along the lakeshore, hiking
or cycling the local trails, camping at their favorite spot, or anything in between,” said Johnson. “We look forward to providing customers with the newest apparel, gear, and footwear at great everyday prices from the best brands to help them enjoy everything this beautiful region has to offer.

As the doors opened, Sierra was showing their community commitment by presenting Live Violence Free Executive Director Chelsea Thomas with a $10,000 check. The donation will support Live Violence Free’s mission to empower survivors of domestic violence, sexual assault, and child abuse by providing critical services such as emergency shelter, advocacy, counseling, and legal assistance.

South Lake Tahoe’s 93.9 The Lake supplied the tunes during the opening, with the station owner, Robin Rothschild, being the DJ from 9 a.m. to noon.

There are close to 30 staff members at the South Lake Tahoe Sierra store. They are currently hiring new full- and part-time store associates – learn more or apply online at jobs.tjx.com.

Sierra is located in the old Kmart store at the Y – 1056 Emerald Bay Road, South Lake Tahoe. They are open daily from 9:30 a.m. to 9:30 p.m.