National focus on South Lake Tahoe's snowpack during Operation Sierra Storm

The annual television meteorologist's conference, Operation Sierra Storm (OSS), couldn't have happened at a better time to bring the national spotlight to early January's storms fondly nicknamed Snowmageddon and Januburied.

Jim Cantore and Paul Goodloe, leading correspondents at The Weather Channel, both broadcast live from Heavenly Mountain Resort and showcased South Lake Tahoe’s powder-filled ski conditions for two days, eight hours each day during the historic snowfall January 10-13, 2017.

The 20th version of the conference established records for earned media value of $15.3 million – what the television, online and print exposure would have cost if purchased as advertising and reached an audience of 31.8 million viewers.

“One of the best days of my life here at the Weather Channel,” espoused Jim Cantore, storm specialist and AMHQ co-anchor, while broadcasting live from Heavenly Mountain Resort California Lodge during OSS 2017.

“The national exposure of this event is comprehensive and positions South Lake Tahoe with desirable conditions for the remainder of the season,” said Carol Chaplin, president and CEO of the Lake Tahoe Visitors Authority. “The coverage in various key drive and flight markets helps reinforce our brand, South Shore’s winter product and its ongoing renaissance.”

Operation Sierra Storm included segments from South Lake Tahoe and Heavenly Mountain Resort with The Weather Channel, as well as major market network affiliates. Interviews conducted from California Base Lodge exposed Tahoe’s historic winter snowpack, quality skiing, drought impacts, and efforts to improve lake clarity.

Attendees included television meteorologists representing The Weather Channel and stations in Los Angeles, Chicago, Denver, San Francisco, Sacramento, Charlotte, Billings, and Reno.

Presentations from climate science experts centered on this winter’s ‘Snowmageddon’ and global climate change. Attendees were provided timely, trending and newsworthy story ideas, compelling speakers, ongoing education, networking opportunities and capabilities to broadcast live or taped stories to their viewing audiences.

Keynote speaker Kevin de León, California State Senate President Pro Tempore, candidly addressed the impacts on policy, environmental initiatives and funding of the Trump administration.

Richard Somerville, professor emeritus, Scripps Institution of Oceanography, University of California, San Diego also provided insights on expected climate change policy options and the impacts of COP 21 policy implementation.
OSS also featured presentations by Bernadette Woods Placky, Climate Central, Chief Meteorologist & Director of Climate Matters; Sally Falkow, Social Media, Digital PR & Content Strategist; and Julie Regan, Tahoe Regional Planning Agency.

The Lake Tahoe Visitors Authority invited the community to attend the de León and Somerville presentations, while also attracting viewers via Facebook Live.
Event sponsors included the Lake Tahoe Visitors Authority, Tahoe Douglas Visitors Authority, Heavenly Mountain Resort (host ski resort), Tahoe Regional Planning Agency, Tahoe Fund, Harrah’s Lake Tahoe, Harveys Lake Tahoe, MontBleu Resort Casino & Spa, Lake Tahoe Resort Hotel, Hard Rock Casino Lake Tahoe, Edgewood Tahoe, Sierra-at-Tahoe Resort, and South Tahoe Airporter.