Stakeholder Information
Our core teams are working closely with government and health officials in Placer County, local Business Associations and Small Business Owners to help manage operational modifications and business survival tactics due to COVID-19. We are also working with our neighbors in Truckee and South Lake Tahoe to ensure consistent visitation messaging is distributed while also collaborating on key resources for local communities.
Knowing that real-time information is critical to our business community and residents, the NLTRA is regularly disseminating information through NLTRA channels: newsletter, blog and social pages. Please make sure you’re signed up to receive our blog posts with business recovery resources and our newsletter for direct communications to your inbox.
Our Approach
As one of two Destination Marketing & Management Organizations for North Lake Tahoe (Incline Village Crystal Bay Visitors Bureau being the other), promoting travel to the region has shifted dramatically since the onset of COVID-19. Our combined goal is to ensure full-time residents are safe and business recovery tools are in place and communicated. In an effort to slow the spread of COVID-19 in our regional communities, NLTRA response tactics have included the following:
Visitor Education:
- Immediately following the Placer County Shelter in Place directive on March 19, 2020 the North Lake Tahoe destination (NLTRA + IVCBVB) issued a press release asking all travel plans to be rescheduled. Stay Home messaging was reinforced through the GoTahoeNorth.com consumer website, newsletter and social media channels. All paid media went on hold March 16 and remains paused. A secondary press release was issued to drive market media on April 2 along with video messages from Placer County District 5 Supervisor, Cindy Gustafson, President & CEO of Tahoe Forest Health System, Harry Weis, and Jeffrey Hentz, CEO of North Lake Tahoe Resort Association re-stating that Shelter in Place and Stay Home directives need to be followed for the safety of our community, even for second homeowners.
- As the destination began to reopen in early summer, focus shifted to visitor education. Content tools were developed, including a robust Know Before You Go Guide, to outline safe travel practices, leave no trace messaging, and sample itineraries. Responsible travel is at the root of all consumer content and continues to be conveyed through social media and video messaging.
- As popularity of the Lake Tahoe region continues to grow, a Traveler Responsibility Pledge was launched on Earth Day to help protect and preserve vulnerable ecosystems and residential communities. Regional visitor bureaus joined forces to focus on educational tactics that reinforce the importance of mindful, responsible travel. Composed of six tenets that align with primary sustainability initiatives of the region, the pledge outlines actions we can do to immediately reduce our travel related impacts. Partner Toolkit coming soon.
- Learn more about COVID Response on North Lake Tahoe’s consumer channels HERE.
Local Advocacy Efforts:
- A stakeholder group was organized to ensure ongoing response efforts were coordinated. This included the NLTRA Board of Directors Executive Committee, NLTRA CEO and Communications Director, and key representatives from Placer County, including District 5 Supervisor, Cindy Gustafson, Economic Development leaders, and the local team based in Tahoe City. Calls continue to take place weekly ensuring open lines of communication.
- A business and community resource page was added to the NLTRA.org website outlining recovery programs, public health directives, ways to support small businesses, and workforce/employee tools.
- NLTRA has issued direct communications once per week with new information for the local business community; the blog and Facebook pages are also updated daily.
- NLTRA has facilitated a number of stakeholder calls and virtual Town Hall meetings; the first focused on public health and tourism resources, the second focused on securing a financial lifeline through COVID-19. The third phase took place through business industry roundtables. Information from industry leaders were compiled into recommendations for Placer County to help inform reopening policies and were utilized in business readiness toolkits. Virtual Town Hall meetings to discuss business survival tactics and funding resources continue to take place.
- A Stronger Together video series was created to share messages of positivity with the local community. Videos were created on behalf of the local emergency workforce, school district, community and public agencies, and business leaders.
- A gift card initiative was launched on the NLTRA.org website where a collection of regional businesses who offer a gift card product are listed. This was an effort to put dollars into the hands of our local business community during a critical time period.
- The Mask Up Tahoe advocacy campaign launched in July, highlighting local leaders with global reach to reiterate the importance of wearing a mask. Eleven videos were shared across local and consumer channels to amplify messaging around safe travel, reminding visitors and residents that “wearing a mask is a simple act but a grand gesture to stop the spread of Coronavirus.”
- Takeout Tahoe is a new initiative to support and promote local restaurants. The campaign includes a downloadable guide to help visitors and locals navigate the 150+ restaurant options in the region. A North Tahoe EATS! Facebook Page was launched to share real-time information and specials, and a contest element will award restaurant gift cards to further support eating local. Learn more.
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Shop Local: On Nov. 28 (Small Business Saturday), North Lake Tahoe kicked off a five-week shopping challenge, encouraging locals and visitors to shop local. The free shopping contest will run through the Goosechase App, awarding players points as they shop through five districts in the region.
Learn more.
- Free Personal Protection Equipment (PPE) Distribution Days have been facilitated for local businesses to gather supplies for reopening safely. Items include face masks, hand sanitizer, signage, physical distancing graphics and gloves. Contact Kym to order: Kym@gotahoenorth.com.
- Learn more about NLTRA’s local COVID response HERE
Business Industry Toolkits:
