NTCA President and CEO Tony Karwowski shares his insights from the CalTravel Board of Directors Meeting.

As part of the NTCA’s advocacy efforts, I attended the CalTravel Board of Directors Winter Meeting in San Francisco last week. I participated in conversations related to destination stewardship, North Lake Tahoe’s hosting of the CalTravel Summit in October 2025, and more.

This forum also provided an opportunity for North Lake Tahoe to have a voice at the table as it relates to proposed legislative actions that can have impacts on the tourism industry and affect businesses in our region.

Other topics discussed include:

• San Francisco is working hard with new leadership to provide a safe, clean city with a thriving business community targeted at reviving the tourism industry. As San Francisco is a major entry point into Northern California for international visitors, North Tahoe will benefit from the success of tourism in San Francisco as international visitors return. 
• The two-year legislative session has opened. CalTravel is monitoring proposed legislative actions that have both positive and negative impacts on the tourism industry and preparing positions on the bills moving forward for the membership. At Advocacy Day on May 20, NTCA will join over 200 other Travel and Tourism industry representatives to meet with legislators and share the real-world impacts of the proposed legislation on our local businesses and communities. 
• Visit California gave an update on the statewide Destination Stewardship planning process they have been working on in conjunction with the 12 different tourism regions and representatives of those regions. As a partner involved in the High Sierra region planning effort, NTCA was able to bring themes that surfaced in our Lake Tahoe Destination Stewardship Plan development process. We also helped integrate regional priorities into the state-funded effort while highlighting relevant priorities like workforce housing, transportation, human impact mitigation, and environmental stewardship.
• CalTravel also highlighted CalTravel Summit 2025, which will be held at Everline Resort in Olympic Valley from October 6-8, 2025. This is their largest annual gathering, bringing over 400 travel and tourism leaders for three days of compelling speakers, interactive breakout sessions, and unique networking opportunities—all geared toward professional and personal growth. Through our strong partnership with CalTravel, NTCA was instrumental in bringing this iconic summit to North Lake Tahoe, allowing us to showcase our destination to the most influential travel professionals from across the state of California and beyond. There is a discounted rate for members who wish to attend. For more info, visit https://www.caltravel.org/upcoming-events and let us know if you would like to attend!

The North Tahoe Community Alliance is updating a strategic plan to support a thriving local economy while preserving residents’ unique quality of life, enhancing the visitor experience, and respecting the natural environment that makes North Tahoe so special. You have two opportunities to voice your thoughts and contribute to shaping the future of North Tahoe.

Take the NTCA Strategic Planning Survey

By taking five minutes to complete our Strategic Planning Survey, you’ll help guide the NTCA staff and board in making informed decisions that benefit our entire community.

Please submit your responses by February 21, 2025. Thank you for your time and valuable insights!

Join a Virtual listening session to share your insights

As part of the strategic planning process, the NTCA and our partner, the Coraggio Group, are conducting two virtual listening sessions to gather perspectives and insights from the community.

These focus groups delve into the NTCA’s future direction, challenges, opportunities, and partnerships around the region. Your unique perspective is crucial to ensure that our strategic plan is comprehensive, inclusive, and reflective of our community’s needs and aspirations. This is an opportunity to voice your thoughts and contribute to shaping the future of North Tahoe.

Join a focus group

Dates: February 10 and February 13
Time: 2:30-4:30 pm PST
Location: Online via Zoom
Facilitated by the Coraggio Group

For additional information, please email Jen Gray-O’Connor at jen@coraggiogroup.com.

Sara Van Siclen

Published in Moonshine Ink on December 12, 2024 >

As the snow begins to fall, many of us are eagerly planning our winter trips to the ski resorts. For years, the routine has been the same for residents and visitors alike: load up the car, drive to the resort, and look for parking for a day of skiing or snowboarding. But with the introduction of parking reservations at Northstar California Resort and Palisades Tahoe starting last winter, it’s time to consider an alternative: taking fare-free transit to the slopes.

This season presents the perfect opportunity to explore transit options. Not only do these services provide an environmentally-friendly, free, and convenient solution when resort parking is full, but they also offer a chance to connect with fellow skiers and enjoy a more relaxed, community-focused experience.

Last winter, the parking reservation programs at Northstar and Palisades helped stagger arrival times, easing congestion on weekends and reducing traffic on Highways 89 and 267. Tahoe Truckee Area Regional Transit (TART) has been supporting this change, offering fare-free and convenient transportation alternatives. By utilizing the TART Park & Ride program, TART’s mainline bus service, and TART Connect, skiers and snowboarders can leave their cars behind and take free transit to the resorts.

For visitors heading to Palisades, TART and Palisades Tahoe have teamed up to offer a free weekend Park & Ride program again this season at two locations: Truckee High School and the Tahoe City Transit Center. From there, passengers can catch a free shuttle to the resort. New for this season, the TOT-TBID Dollars at Work program, which reinvests revenue into the community, will be funding additional shuttles that will add service and reduce headways to every 20 minutes when traffic is flowing smoothly.

Palisades Tahoe skiers and riders are encouraged to use Mountaineer, the free, on-demand transportation service providing rides within Olympic Valley, Alpine Meadows, and between the valleys. For more details, visit mountaineertransit.org.

Northstar also offers a convenient Park & Ride service on weekends. Parking is available at Lift Workspace near the Truckee Tahoe Airport with free hourly TART service to Northstar. Additionally, supplemental shuttle services will operate on holiday weekends to accommodate the larger crowds expected on those dates.

Sugar Bowl and Donner Ski Ranch are joining the transit trend this winter with shuttle service between Truckee and Donner Summit. Starting this season, there will be free daily shuttle service from the Coldstream transit stop in Truckee to these resorts. Employees, visitors, and residents can catch a TART bus to the Coldstream bus stop or get an on-demand ride from TART Connect, then transfer to a shuttle that will take them directly to Sugar Bowl or Donner Ski Ranch. This new service offers a hassle-free alternative to driving up Old 40 or I-80.

In addition to Park & Ride options, TART Connect provides on-demand microtransit to help skiers make that first and last mile connection. TART Connect allows riders within a designated service area to request a fare-free ride from their home or rental property to the nearest shuttle stop. Simply download the app, schedule a pickup, and you’ll be on your way shortly. This added layer of convenience makes it easier than ever to leave your car at home.

These transit options are made possible through the collaboration of local organizations, including Placer County, the Town of Truckee, Tahoe Forest Hospital, Visit Truckee-Tahoe, Palisades Tahoe, Northstar, Sugar Bowl Resort, and North Tahoe Community Alliance.

By ditching your car and enjoying a more relaxed journey to your favorite ski resorts this season, you’ll also have the opportunity to enjoy the ride and connect with others on the way to the slopes. You might just find that the journey to the resort is as fun as the skiing and riding itself.

All schedules and route details are available at tahoetruckeetransit.com.

Sara Van Siclen is the executive director of the Truckee North Tahoe Transportation Management Association, a nonprofit dedicated to fostering public-private partnerships and resources for advocacy and promoting innovative solutions to the unique transportation challenges of the Tahoe/Truckee Resort Triangle. Sara lives in Truckee with her husband, son, and dog, Jax.

The North Tahoe Community Alliance Board of Directors endorses Cindy Gustafson for Placer County District 5 Supervisor. A 40+ year resident, long-time community leader and advocate for North Lake Tahoe, Cindy has deep passion for our region and is widely recognized as a “bridge builder” in our community. She is an effective communicator, an active listener to all sides of issues that affect our region, and a collaborative leader who works with all stakeholders to achieve the best outcomes on behalf of us all.

Cindy understands the economic engine of our region, the challenges and opportunities that come with it, and actively advocates for resources necessary to maintain a healthy economy, environment, and community. She has pioneered impactful initiatives including the creation of the North Lake Tahoe Tourism Business Improvement District, which has resulted in local control of how funds generated in our community are reinvested in our community. She is also responsible for leading the development and revisions of the short-term rental policy including ongoing management of STRs and utilizing resident feedback to develop and implement solutions.

Unsurprisingly, Cindy has the support and respect of other Placer County supervisors she works with. This is a testament to her integrity and ability to build consensus to get things done on behalf of our community. It also makes her unique in this role; no previous Eastern Placer County Supervisor has had the same level of support or ability to garner collective support on issues.

Cindy’s deep understanding of the priority issues in our community, tapestry of organizations, individuals, mechanisms available to collaborate with on these issues, and personal connection in the community are an unparallelled asset. Her voting record aligns with the pillars of the NTCA, and we believe she is the right person to continue leading as Placer County District 5 Supervisor.

NTCA remains focused on reinvesting revenues generated by tourism into impactful initiatives that address community priorities and benefit residents, local businesses and visitors. In total, over $25M was allocated last year through the TOT-TBID Dollars At Work program to make progress on workforce housing, traffic flow and transportation, trails and recreation improvements, litter and human impacts, accessibility and community enhancement. Read about the projects and programs that received funding in the 2023-24 Annual Report below.

Read the Annual Report Leer el informe anual

The California Travel Association announced that the North Tahoe Community Alliance received its 2024 Sustainability and Stewardship Award. The award recognizes a CalTravel member individual or organization that has successfully implemented sustainability and stewardship practices that enhance environmental health, manage visitor impacts, and improve the well-being of residents in their communities.

The NTCA was honored for its shift in focus from previously serving as a Destination Marketing Organization to becoming a Destination Management Organization focused on reinvesting tourism revenue into tangible solutions to benefit the natural environment and the community.

“On behalf of the NTCA staff and our board of directors, it’s an honor to be the recipient of this year’s CalTravel award for Sustainability and Stewardship. We have made tremendous progress in our community over the past several years as we’ve successfully begun reinvesting funds generated by tourism into local programs and initiatives that align with North Lake Tahoe community priorities, but we’re really just getting started. Our board and the committees we convene are actively committed to contributing to the triple bottom line of community vitality, economic health and environmental stewardship in our community.”

– Tony Karwowski, NTCA President and CEO

“The North Tahoe Community Alliance was recognized with the California Travel Association’s 2024 Sustainability and Stewardship Award because of their extraordinary and ongoing efforts to better manage outdoor recreation and tourism in their region. By reinvesting funds generated by tourism, they are making a difference as it relates to stewardship education, reducing litter, improving transportation, and advancing workforce housing initiatives that ultimately benefit residents, local businesses and the visitors of North Lake Tahoe.”

– Barb Newton, CalTravel President and CEO

The NTCA will be further recognized by the state association at its annual CalTravel Summit in September. Learn more about the NTCA’s efforts to leverage tourism revenues through the TOT-TBID Dollars At Work program below.

Learn More

The importance of the North Lake Tahoe Visitor Center continues to grow as evidenced by the increasing number of local business referrals and people visitor center staff have directly engaged with over the past year. In Tahoe City, Kings Beach, plus by phone, email and at events, visitor center staff engaged with almost 65,000 people, representing a 21% increase over the previous year.

Approximately 130 referrals to local restaurants and shops, historic mansions, campsites, museums and more were made every day of the year, totaling over 47,000 and representing a 19% increase as compared to last year. And, sales of merchandise sold through the visitor center, which includes the work of local artisans who often do not have their own storefronts, increased 39% in 2023-24.

With a permanent new visitor center coming online in Kings Beach mid-August, there will be even more opportunities to engage with residents, visitors, and support our local business community! Your TOT-TBID dollars are at work and we are proud to support the business community through these referrals.

Learn More about the Visitor Information Center here.

The ADU Accelerator program is out of the beta testing phase and is currently accepting interested homeowners as new applicants. Learn more below.

The Tahoe Housing Hub recently launched the ADU Accelerator program, modeled after Hello Housing’s successful Hello ADU program. The ADU Accelerator program aims to streamline the process of developing ADUs in North Lake Tahoe, providing comprehensive support to homeowners from start to finish. By participating, homeowners will have the unique opportunity to be among the first to benefit from these services at no cost! The program support includes:

1. Feasibility Assessment: The Tahoe Housing Hub evaluates the property and helps establish a viable project vision that fits within your resources.
2. Design and Planning: The Tahoe Housing Hub provides professional design referrals and coordinates with the chosen team on design, cost estimating and optimization.
3. Permitting: The Tahoe Housing Hub guides your project through the permitting process.
4. Construction Management: The Tahoe Housing Hub supports the entire construction process, ensuring effective project management.
5. Lease Up: The Tahoe Housing Hub assists with market evaluation, and property management referrals, and provides lease templates.

The Tahoe Housing Hub is seeking homeowners who are flexible and understanding, as this is a new program, but who are also committed to the process. The feedback received through this process will be invaluable in helping them refine their services to ensure the program’s success.

If you are interested in participating, please complete the fillable form below and email it back to Karolina Scarcia, Tahoe Housing Hub Housing Development Project Manager, at karolina@tahoehousinghub.org. She will contact you to schedule a phone call and share more about the services and approach.

The thriving Kings Beach community will soon be home to a permanent, year-round Visitor Information Center. Designed to serve as a hub for visitors and the business community, the facility will house an educational video exhibit created by the UC Davis Tahoe Environmental Research Center, a retail component where local makers and artisans can feature their works, and a well-informed staff happy to give tips and insights in-person to all who enter and to connect visitors with the local business community in support of the region’s economic health. Additionally, there will be a satellite office for the North Tahoe Chamber.

A North Tahoe Chamber Mixer and Grand Opening celebration is planned for Thursday, August 15 from 4:00 p.m. to 6:00 p.m. that will be open to the public.

Following the grand opening event, the new Visitor Center will be open daily from 9:00 a.m. to 5:00 p.m. every day except Thanksgiving and Christmas Day.

The new Kings Beach Visitor Information Center is located at 8611 North Lake Blvd. at the intersection of SR-28 and Racoon Street. Learn more about North Lake Tahoe’s Visitor Centers at http://www.northtahoecommunityalliance.com/visitor-center/.

The North Tahoe Community Alliance is seeking two more candidates for the newly formed TOT Advisory Committee. The committee merges the responsibilities of the former TOT and CAP committees and streamlines efforts to direct the roughly $10M of Transient Occupancy Tax (TOT) revenues generated by overnight stays in local hotels and short-term rentals in North Lake Tahoe. 

The NTCA is currently seeking applicants for:

• One additional member who represents workforce housing with knowledge or background in housing planning, construction, and/or financing, with experience or knowledge navigating regulatory frameworks and developing community consensus around housing projects.
• One additional representative who could represent the Donner Summit area of Placer County.

Applications are now closed.

Applications will be accepted from June 10 – July 10, 2024. The NTCA Board of Directors will seat the two additional committee members at their August 7, 2024 meeting.

The TOT Advisory committee is comprised of 13-15 regional business and community representatives who will recommend TOT funding for projects and programs aligning with community priorities of the TOT-TBID Dollars at Work Program. Committee members will provide valuable input and help guide the work of the NTCA. Committee positions require a two-year commitment, with typical committee meetings taking place once per month and lasting 1-3 hours per meeting.

Learn more about the committee and the application process here. For questions on the application process, or to request a paper application, please email tara@northtahoecommunityalliance.com.