North Lake Tahoe putting community and stewardship into resort association rebranding

NORTH LAKE TAHOE, Calif. - A new Tourist Business Improvement District (TBID) covering the north shore of Lake Tahoe is already yielding results that benefit the community, the environment, and the visitor.

Launched in July 2022, an assessment fee was added to all business transactions for those who provide any type of visitor service including food and beverage, and retail. The fee can be paid for by the business, or added to the customer's bill, and is paid by all who use the business, visitor or not. Depending on the zone the business is located in, the fee is one or two percent.

These newly collected funds are used to fund tourism promotion and economic development activities designed to increase revenues for the assessed businesses. The purpose is to increase visitation to North Lake Tahoe during mid-week and shoulder seasons, increasing economic stability and increasing revenues for assessed businesses. Committees made up of the partners have been created and the board votes to determine what is funded.

"There has been overwhelming support," said Kirsten Guinn, director of marketing and public relations for what is now called the North Tahoe Community Alliance (NTCA).

The North Tahoe Community Alliance (NTCA) has officially launched as the destination stewardship and management organization for North Lake Tahoe. Formerly known as the North Lake Tahoe Resort Association, the organization changed its name to align with its mission to positively impact the economic health of the region, contribute to community vitality, and promote environmental stewardship.

The businesses overwhelmingly approved the TBID and assessment, and it is in place for five years. It can be renewed by another vote before it expires on June 30, 2026.

Guinn said five years is not a lot of time and a lot more systems will be added in 2023.

"We'll be firing on all cylinders," said Quinn of the work ahead this year.

Infrastructure is being put into place for reinvesting the collected funds, generating a lot of investment in the community by 2024-25.

"It is going to be a very exciting year in 2023!" said Guinn as they dial in the strategic opportunities.

The stewardship principles the organization is aligned around include:
- Elevating the experience of Lake Tahoe for all
- Honoring the region’s culture and history
- Ensuring that natural resources are cared for by visitors and residents
- Creating opportunities that support a balance for business owners, employees, and residents
- Engaging partners in collaborations toward common outcomes

In addition to supporting the North Lake Tahoe business community by contributing to the maintenance of a vibrant, sustainable year-round economy, the NTCA’s role is to address key issues that impact the community. Through this lens, it will continue to seek out and advocate for local transportation and workforce housing solutions, visitor services, and tourism mitigation projects that can be funded by and leveraged with Transient Occupancy Taxes (TOT) as well as the TBID assessment dollars.

TOT remains in place for lodging properties on the north shore. It is a permanent tax approved by voters. With the TBID in place for local investment (and local control), TOT funds are freed up for Placer County to use for transportation and housing initiatives.

Annual income received by the TBID is expected to be $6 million.

In its first year, projects that requested TBID funding were supported with over $750,000, including:

- 2023 Local events that bring the character and spirit of our communities to life for residents and visitors
- 2023 Event sponsorships that occur primarily during off-peak season times of year and contribute to the region’s year-round economy
- Funding of the annual operating contracts for the North Tahoe Business Association and the Tahoe City Downtown Association in support of the local business community
- Downtown lighting programs in Tahoe City and Kings Beach
- Drone Light Shows in Kings Beach and Tahoe City over Labor Day weekend
= Funding for ambassadors to promote stewardship and responsible travel tenants to visitors during peak periods at parks and trailheads
- Ongoing marketing to support responsible travel and stewardship education efforts

In 2022, over $4M was allocated to projects that align with the North Lake Tahoe Tourism Master Plan’s quality of life initiatives and recommended by the NLTRA Board of Directors or CAP committee, namely:

- Continuation of the free, on-demand microtransit service that is being offered year-round through TART Connect.
- Funding of the new Lease to Locals program that incentivizes vacation homeowners to rent long-term to the local workforce in North Lake Tahoe.
- Support for pre-development efforts related to the proposed Dollar Creek Workforce Housing project.
- Funding for trails and recreation including the Martis Valley Trail, Waddle Ranch Trail Loop, Resort Triangle Trails, Tahoe Cross Country Lodge Entitlement Process, Donner Summit Recreation Plan, Van Norden Meadow Restoration and Recreation Project, Tahoe City Gateway Trail, North Tahoe Regional Park Tennis and Pickleball Reconstruction Project, Tahoe Vista Recreation Area Marina Trail and Scenic Overlook Improvement Project, and the Sequoia Trail Crossing.
- Tourism mitigation initiatives including funding toward the purchase of the Tahoe City Public Utility District’s changeable message sign and solar trash compactors.

“The organizational shift we made over the last year presented an opportunity to align our name more directly with our revised purpose,” said Tony Karwowski, NTCA president and CEO. “Instead of purely marketing the region and encouraging visitation as the NLTRA did for 65 years, the NTCA’s efforts are now focused on promoting responsible travel during off-peak seasons, stewardship education, and collaborating with regional stakeholders to identify and implement solutions to issues that impact our residents, businesses and visitors.”

For more information on NTCA, visit https://www.nltra.org/.