Last month, NTCA CEO Tony Karwowski was appointed to the CalTravel Executive Committee, presenting a new opportunity for North Tahoe to have a substantial role in shaping the direction of the association and its efforts in FY2027 and beyond.

As the state association tasked with protecting and advancing the interests and investments of California’s travel industry through advocacy, collaboration, and education, CalTravel has been a valuable resource to the North Tahoe business community—in particular as it relates to being informed and having influence on issues affecting businesses that operate in the travel and tourism sector.

As part of our membership, the NTCA has represented North Tahoe at CalTravel’s annual Advocacy Day in Sacramento, giving our region an opportunity to be represented in meetings with elected officials to share the perspective and priorities of businesses in our region. In addition, CalTravel’s experienced lobbyists help compile resources that all of us are able to use to help advocate for our interests, including the status tracking of bills, connecting us with our  legislators, providing tips for legislative meetings, and more.

By joining the CalTravel Executive Committee, Tony is charged with helping CalTravel grow in influence, effectiveness, and value, further supporting the interests of the North Tahoe region.  Ultimately greater influence in this area helps ensure our local economy is supported by legislation friendly to the priorities of our local businesses.

We’re looking for an experienced leader to help shape the future of North Lake Tahoe. The North Tahoe Community Alliance is hiring a Vice President of Economic Impact to lead our financial strategy, strengthen public-private partnerships, and turn strategic investments into measurable economic and community outcomes. If you have a background in finance, accounting, economic development, data, and strategic investment—and are passionate about creating lasting regional impact—we encourage you to apply. Explore the position highlights below, then view the full job description and application.

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View the full job description and submit your application here:

By Tony Karwowski

When the North Lake Tahoe Tourism Business Improvement District was formed, it created a new opportunity to invest tourism-generated funding back into our community. We started to address critical issues like workforce housing and transportation, while also taking action to support the needs of local businesses. 

With the new 10-year TBID term set to begin July 1, and the work underway to refine how funds generated by tourism are reinvested, North Lake Tahoe’s tourism economy is poised to work more effectively on behalf of all of us.

Historically, Transient Occupancy Tax (TOT) generated by those who stay overnight in hotel or short-term rental properties was guided by the (now dated) 2015 Tourism Master Plan. Now, in partnership with Placer County, the NTCA is refining the framework that defines how that funding is invested back into the community.

The Economic Health and Catalyst Initiatives Roadmap will replace the Tourism Master Plan as the primary reference document for TOT investments. It will also provide new long-term funding opportunities for high-impact projects and programs. With this new model in place, it will translate to greater opportunities for investment in critical workforce housing, transportation, and infrastructure initiatives that enhance the quality of life in our region. And, paired with the TBID, we — as a community — will continue to have the ability to support community enhancement, environmental stewardship, and more with tourism dollars.

Over the next year, while the new roadmap is being refined, we’re continuing to reinvest tourism-generated funds in a variety of ways that will help our region thrive. From efforts designed to drive responsible mid-week and off-peak season visitation in support of North Tahoe’s economy to direct support for local businesses, downtown revitalization, event sponsorship, and more, we’re focused on advancing the programs and projects that are making a positive impact in our community.

In fact, over $250,000 is budgeted this year to bring ideas to life that were identified in the revitalization study that the North Tahoe Chamber completed in partnership with the TCDA and the Kings Beach District. The intention is that these opportunities will help enhance the vibrancy and connectivity of our downtown areas.

Tourism dollars are also supporting more local events than ever before, with the North Tahoe Chamber allocating $660,000 to activate 48 special events, including 12 ongoing events, this year. From local favorites like the Made in Tahoe Festival and the Alpenglow Sports Winter Speaker Series to the Tahoe City Food & Wine Classic and many more, events support our business community and add to the variety of things to do and experience in North Lake Tahoe.

And, the Placer County Board of Supervisors recently approved TOT funding that the NTCA Board and TOT Committee recommended to ensure the continued support of Lease to Locals, the Workforce Housing Preservation Program, and TART Connect while the new roadmap process is completed. 

As the roadmap is being refined, community and committee members, implementers and subject matter experts will have opportunities to weigh in and help shape what it becomes. Stay tuned for more in the coming months.

—Tony Karwowski is president and CEO of the North Tahoe Community Alliance

By Tony Karwowski, NTCA president & CEO

Last month, I participated in advocacy efforts to protect and advance the interests of California’s travel industry with state legislators. As part of the annual advocacy day facilitated by the California Travel Association (CalTravel), I had the opportunity to elevate North Lake Tahoe’s priorities during in-person meetings with Senator Dahle, Assemblymember Hadwick, and staff of Assemblymember Gallagher.

In particular, the delegation representing CalTravel voiced support for Senate Bill 690 (SB 690), and opposition for Assembly Bill 1869 (AB 1869). SB 690 would reform an outdated wiretapping law, the California Invasion of Privacy Act (CIPA), which is being used against businesses using standard website tools such as cookies or web analytics. By exempting commercial business purposes already governed by the California Consumer Privacy Act from CIPA liability, SB 690 would stop predatory lawsuits and protect businesses, while preserving strong consumer protections.

AB 1869 proposes amendments to California’s Revenue and Taxation Code addressing how income from lodging facilities is characterized for Real Estate Investment Trust (REIT) tax purposes. If passed, AB 1869 would have changed ownership models, increased costs, and disincentivized development of and investments in all hotels. Following our meetings, the bill died in suspense. It will not advance.

Advocacy efforts like this, plus representation at the federal level with legislators in Washington, D.C. as part of the “Team Tahoe” delegation earlier this spring, give our community an opportunity to have our collective voice heard by our elected officials. These meetings are one way we advocate for funding and legislation that benefits all of us, and provide a chance to demonstrate how our region is successfully addressing challenges and how continued support will allow us to do even more.

The North Tahoe Community Alliance, the North Tahoe Chamber, and Lake Tahoe Travel exist to support and strengthen the North Lake Tahoe community through a unique collaborative ecosystem where the three pathways work together under a single strategic plan while maintaining distinct areas of focus.

How It Works

While each pathway has its own work plan and specialized services, they share staff, resources, and strategic alignment to maximize efficiency and impact. 

• NTCA manages and reinvests Tourism Business Improvement District (TBID) funds and partners with Placer County to recommend Transient Occupancy Tax (TOT) investments through the TOT-TBID Dollars At Work grant cycle. These funds support community projects including trails, transportation, workforce housing, community enhancement, and environmental stewardship and tourism impact mitigation. This program is a key component of NTCA’s community vitality strategic initiative.
• The North Tahoe Chamber is funded entirely by TBID dollars and focuses on supporting local businesses through advocacy, events, and business-driven programming that strengthens workforce development. The Chamber also administers event funding and supports downtown revitalization efforts — all aligned with NTCA’s Economic Health & Resiliency strategic initiative.
• Lake Tahoe Travel is fully funded by TBID dollars and leads destination marketing efforts that promote responsible, sustainable tourism. By attracting visitors who align with community values and stewardship principles, this work supports local businesses and contributes to North Tahoe’s overall economic health and community vitality.
• Together, NTCA, the Chamber, and Lake Tahoe Travel intersect across strategic priorities — from Destination Stewardship to Organizational Excellence — creating a coordinated ecosystem that maximizes community impact.

Why This Matters

This collaborative approach allows a singular organizational structure—one staff team, one overarching strategy—to deliver a wide range of services to the community. Each pathway focuses on what it does best, while shared planning, communication, and resource coordination reduce duplication and improve efficiency.

Understanding the Impact

The ecosystem diagram highlights each pathway’s areas of focus and shows how collaborative efforts drive community impact.

Through this coordinated model, North Tahoe can align funding, programming, and promotion to support residents, businesses, and a vibrant year-round economy—demonstrating the power of collaboration in action.

When the North Lake Tahoe Tourism Business Improvement District (TBID) was renewed by the business community for another 10 years, the Management District Plan (MDP) detailing how the approximately $6.5M in funds generated by the assessment are spent was also updated. The intention was to simplify and more clearly communicate how TBID revenues are allocated to benefit the businesses that pay them. To achieve that, new budget categories were established in the MDP for 2026-2036.

Aligned with community priorities, the TBID budget supports economic health and resiliency (47%), community vitality (22%), environmental stewardship (10%), and Zone 1 (lakeside communities) specific services (15%), with 4% held in contingency, and 2% allocated to Placer County for collection administration fees.

Collectively, the projects and programs making tangible progress within these categories, along with the work to advance these efforts by the North Tahoe Community Alliance, the North Tahoe Chamber, and Lake Tahoe Travel, are all funded by the TBID. Our staff is shared to maximize efficiency, with each workstream playing a different role while working toward the same goals.

Here’s how the TBID budget categories are organized:

Economic Health and Resiliency (47%)

Prioritized to receive the largest portion of funding, economic health and resiliency-focused initiatives include infrastructure, programs, and services that support a thriving business environment. It also means leveraging tourism-generated funding to strengthen North Lake Tahoe’s economy, broaden efforts to protect the environment, and support sustainable tourism that benefits our community’s well-being.

Community Vitality (22%)

To drive economic benefit to assessed businesses, efforts focused on community vitality include those designed to improve accessibility and enhance both the experience and North Lake Tahoe’s appeal.

Work within this category includes increased connection and collaboration amongst our community and investment in impactful programs that address our community’s priorities. Examples include efforts to implement workforce development strategies, develop and expand transportation and transit programs, and invest in infrastructure improvements that enhance North Lake Tahoe’s competitive position to attract visitors to assessed businesses.

Environmental Stewardship (10%)

As a community, we’re focused on environmental stewardship and teaching everyone how to help take care of Tahoe. The TBID supports efforts to encourage sustainable visitation by funding initiatives like additional trash collection during peak seasons at popular locations, pedestrian crossing management to reduce traffic congestion, and snow removal on year-round trails. It also supports efforts to proactively educate visitors on sustainable tourism tenets before they arrive and when they’re here.

Zone 1 Specific Services (15%)

Funds raised by the additional 1% levied on Zone 1 (lakeside) lodging businesses are allocated to activities that can include any services detailed in the other service categories (economic health and resiliency, community vitality, and environmental stewardship).

Finally, up to 2% of the annual TBID budget is paid to Placer County for administration of the collection of TBID, and a contingency holds a small percentage of the annual budget in reserve for higher than anticipated program costs, if any.

Want to learn more? Read the Management District Plan here.

The North Tahoe Community Alliance is seeking candidates for a newly combined TBID Advisory Committee — a unique opportunity to directly influence how Tourism Business Improvement District (TBID) funds are invested in the community. This unified committee brings together the former TBID Advisory and Zone 1 Committees to streamline governance, reduce duplication, and strengthen how local business assessments support the region. The application period is open from April 2 through May 2.

As a committee member, you will serve as a voice for the business community, helping guide investments that support economic health and resiliency, community vitality, and environmental stewardship. This includes projects and programs such as transportation, workforce housing, stewardship initiatives, community enhancements, and visitor-serving infrastructure. The committee is comprised of voting seats held by TBID-assessed businesses, along with a limited number of non-voting advisory seats to incorporate broader community perspectives. Funding recommendations are made to the NTCA Board of Directors, who retain final authority over TBID expenditures.

This is an opportunity to engage in local governance, make meaningful recommendations, and help shape the future of North Lake Tahoe.

Tourism-generated funding is supporting initiatives aimed at improving the experience for North Lake Tahoe residents, businesses and visitors

As part of the TOT-TBID Dollars at Work program’s Annual Grant Cycle, the NTCA Board of Directors recently approved and recommended a total of over $6 million in tourism-generated funding for 12 projects and programs focused on enhancing community vitality and improving quality of life for residents, businesses, and visitors.

“The response to the TOT-TBID Dollars at Work Annual Grant Cycle was strong this year, with 39 projects aligned with community-identified funding categories submitted for consideration,” said Tony Karwowski, NTCA president and CEO. “The projects that were approved and recommended for funding were selected by a broad coalition of local residents who volunteer their time on committees convened by the NTCA because they have the potential to have a positive impact on the day-to-day experience for everyone in North Lake Tahoe.”

At the recommendation of the TBID Advisory and Zone 1 committees, the NTCA Board of Directors approved up to $688,935 in TBID funds. Through the TBID, both day and overnight visitors contribute to North Lake Tahoe’s vitality by spending at activity providers, restaurants, and retailers. TBID funds must be spent on programs and activities that directly benefit the businesses paying the assessment.

The five projects to receive TBID funding support include initiatives that contribute to community vitality, economic health and environmental stewardship:

• Workforce-Strengthening Childcare & Youth Development Programs (Boys & Girls Club of North Lake Tahoe) – $250,000
• Eastern Placer Employer Housing Concierge & One-Stop Housing Resource Hub (Truckee-Tahoe Workforce Housing Agency) – $95,060
• Tahoe Wood: Strategy Development for Local Wood-Based Business Opportunities (Tahoe Prosperity Center) – $62,685
• The 72-Mile Deep Clean of Lake Tahoe (Clean Up The Lake) – $110,787
• Lake Tahoe Conditions and Water Quality (UC Davis TERC) – $150,403

The Placer County Board of Supervisors recently approved over $5M in TOT funding (generated by overnight visitors who stay in local hotels or short-term rentals) for seven projects recommended by the TOT Advisory Committee and the NTCA Board of Directors through the NTCA’s TOT-TBID Dollars at Work Annual Grant Cycle:

• Sierra Community House’s Workforce Housing Advocacy and Direct Assistance Program (Sierra Community House) – $350,000
• Eastern Placer County Launchpad Program (Placer County) – $3,000,000
• Tahoe City Events Park and Ride Pilot (TNT-TMA) – $92,840
• Scotty Lapp Memorial Skatepark in Tahoe City (Scotty Lapp Foundation) – $400,000
• Public Art Installation in the North Tahoe Regional Park (NTPUD) – $65,000
• TCPUD Dianne Feinstein West Shore Tahoe Trail Reconstruction Project, Segment 1 (TCPUD) – $1,500,000
• Sawtooth Trail Expansion Project (High Fives Foundation) – $43,975

In total, the TOT-TBID Dollars at Work program has reinvested over $40 million in tourism-generated funding in support of 58 projects and programs that support the community and a vibrant, year-round economy in North Lake Tahoe.

NTCA President and CEO Tony Karwowski’s op-ed was recently featured in Moonshine Ink.

As we turn the page on another year, it’s a natural moment to pause, reflect, and take stock of how far we’ve come—and where we’re headed.

For me, this year-end reflection carries particular meaning for our community. It marks five years since the launch of the North Lake Tahoe Tourism Business Improvement District (NLT-TBID), an initiative that didn’t just change how we fund destination stewardship efforts in our region—it fundamentally reshaped what has become the North Tahoe Community Alliance (NTCA) and how we serve our community.

When the TBID was formed, NTCA was essentially built from the ground up. We transitioned from a traditional destination marketing organization into a modern destination stewardship organization—one focused not just on marketing, but on reinvesting tourism-generated funding locally to improve quality of life and address the real challenges that face our unique community, while continuing to ensure North Lake Tahoe remains a desirable place to live, work, and visit.

That transformation was not simple, and it was not fast. It required the development of new governance and community-focused priorities, and new systems to put tourism-generated funding to work. It also included the creation of new committees that allow for local, community-led decision-making, establishing new working relationships with partners like Placer County, and a clear commitment to transparency and measurable outcomes.

Looking back over the last five years, I’m incredibly proud of what that effort has delivered.

Because of the TBID, local businesses chose to invest in our community—and those dollars, to the tune of over $40 million, have gone directly back into North Lake Tahoe. From transportation solutions and workforce housing investments, to trail improvements, litter management and other environmental stewardship, visitor education, and community vitality projects, TBID funds have helped address long-standing issues while laying the groundwork for a more resilient future.

Perhaps just as important as the projects themselves has been the shift in mindset. The TBID allowed North Lake Tahoe to move beyond simply promoting visitation and toward actively managing it—reinvesting in infrastructure that reduces peak-day congestion, encourages responsible recreation, encourages shoulder-season travel, and supports our community year-round.

That evolution has been guided by collaboration. NTCA does not do this work alone. Our success is tied to strong partnerships with local businesses, residents, agencies, nonprofits, and regional leaders. Together, we’ve embraced the idea that destination stewardship is shared work—and that long-term success depends on balancing economic vitality with environmental health and community wellbeing.

This year, the support for renewing the NLT-TBID reinforced just how strongly our community believes in this approach. In total, 70.6% of revenue-weighted petition signatures were in favor, representing 98 businesses in the assessment area.

Renewal support is not just a vote of confidence in the NTCA—it’s an endorsement of local control, accountability, and reinvestment. It says that our business community sees value in working collectively and recognizes the benefits of coordinated solutions, and that North Lake Tahoe is committed to shaping its own future.  

As we look ahead, that support gives us both momentum and responsibility.

The next chapter of the TBID is about building on a strong foundation. It’s about continuing to invest in transportation and workforce housing solutions, and deepening our commitment to environmental stewardship, while supporting local businesses and protecting the very qualities that make North Lake Tahoe special. It’s also about expanding our collaboration with local, state, and national partners by advocating for the changes and support necessary to bring meaningful projects and programs to life.

Most importantly, it’s about staying responsive—to changing conditions, emerging challenges, and the voices of our community.

The past five years have shown what’s possible when we come together with a shared vision and the tools to act on it. As we step into a new year, I’m optimistic, energized, and deeply grateful—for the trust placed in the NTCA team, for the partnership of our community, and for the opportunity to keep doing this work on behalf of North Lake Tahoe.

— Tony Karwowski, president and CEO, North Tahoe Community Alliance

By Adam Wilson, North Tahoe Community Alliance chief operating officer

Over the past year, the North Tahoe Community Alliance (NTCA) and the North Tahoe Chamber partnered with Downtown Strategies to take a focused look at how we can strengthen the town centers of Kings Beach and Tahoe City through practical actions that build momentum and support long-term success. 

Together, we’ve developed a two-year strategic action plan designed to accelerate existing revitalization efforts, align partners around a shared vision, and identify near-term projects that can make a meaningful difference quickly. This work is rooted in local input, market realities, and the belief that small, well-executed wins lead to lasting change. 

Built with Community, Designed for Action

The revitalization study was shaped through an in-market discovery process that included stakeholder workshops with business and property owners, residents, and community leaders. Their insights helped identify strategies that are asset-based, market-driven, and ready to implement. 

Four Focus Areas Guiding the Work

The action plan is organized around four interconnected focus areas:

• Policy & Administration: Creating clearer, more efficient pathways for high-value businesses and development, including overlay districts tailored to each community and a regional “Get to Yes” approach to reduce barriers and speed up decision-making.
  
• Design: Enhancing vibrancy through low-cost, high-impact improvements like lighting, public art, banners, and visual activations that strengthen a sense of place and encourage people to spend more time in our downtown areas.
  
• Tourism & Promotion: Focusing on experiences that create better connections—not more people—by intentionally connecting events, businesses, and seasonal offerings to support a balanced, year-round economy.
  
• Economic Vitality: Capturing more local spending through strategies like a semi-permanent retail village in Kings Beach, beach-focused service expansions, and new partnerships that support entrepreneurs and small businesses.

From Strategy to Implementation

Revitalization only works if it moves from planning to action. That’s why implementation is structured around a North Shore Core Team, along with dedicated action teams for Kings Beach and Tahoe City, to keep projects moving forward and coordinated across partners. 

The goal is straightforward: create early wins, build confidence, and maintain momentum toward larger, long-term improvements that benefit the entire community. Things like seasonal workforce sharing, cross-promotional packages, and collaborative purchasing.

What This Means for Residents and Businesses

For residents, this work is about more vibrant, welcoming town centers that reflect local character, support year-round livability, and improve everyday experiences—not just during peak visitor seasons.

For businesses, the revitalization plan focuses on:

• Lowering barriers to entry and expansion
• Creating more foot traffic and longer stays
• Supporting collaboration instead of competition
• Keeping more visitor dollars circulating locally

Most importantly, this is not a top-down effort. Success depends on continued community involvement, shared ownership, and a willingness to test ideas, learn, and adapt. Community members are encouraged to join an Action Team, promote positive progress, and support initiatives that create a spark and help build momentum in our community. An action team interest meeting will be held on January 15 at 1:30 p.m. at the North Tahoe Event Center in Kings Beach. Participants can also join via Zoom, using the information provided below.

Meeting ID: 840 7588 2587
Passcode: 927945

Revitalization doesn’t happen all at once—but when short-term actions create a spark, momentum builds that can lead to broader change. That’s the path we’re on together in North Lake Tahoe.