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.

The North Tahoe business community’s pursuit of a 10-year renewal of the North Lake Tahoe Tourism Business Improvement District (NLT-TBID) has been achieved with the Placer County Board of Supervisors’ unanimous approval of the initiative at their December 9 meeting. This milestone would not have been possible without the overwhelming support of assessed local businesses, of which 70.6% of revenue-weighted petition signatures were in favor, representing 98 businesses in the assessment area.

The TBID’s renewal will allow the North Tahoe community to build on the progress and success this substantial funding source has provided for the region. Created to provide—for the first time—a way for both day and overnight visitors to contribute to the region’s vitality, the TBID also provides a way for community members, business owners, and leaders serving on NTCA committees to engage in local decision-making related to the reinvestment of the roughly $16 million of TBID and TOT generated by tourism annually.

Because of the TBID, over $40 million in TOT-TBID Dollars at Work direct revenues have been invested in alignment with the community’s priorities since 2022. With the business community’s decision to renew the TBID, it ensures tourism will continue to benefit not only the assessed businesses and the local workforce, but everyone who lives, works, and plays in North Lake Tahoe – to the tune of roughly $160 million over the next 10 years.

Additionally, the TBID frees up the Transient Occupancy Tax (TOT)  that previously  funded tourism marketing efforts to instead support workforce housing and transportation projects and programs. If the TBID hadn’t been renewed, there would be significantly less funding available than currently exists to support housing, transportation, and  local businesses.

These two funding sources (TBID and TOT), which collectively total approximately $16 million annually, are being directed toward projects designed to sustainably support businesses year-round, aid the local workforce, and offer a better experience for everyone in North Lake Tahoe. This includes investments in economic health and resiliency, community vitality, and destination stewardship.

Because of the TBID, the committees convened by the NTCA have funded projects like those recently supported through the 2025-26 Annual Grant Cycle. At their December meeting, the NTCA Board of Directors approved expenditures of up to $668,935 in TBID and Zone 1 funding to support projects including workforc- strengthening childcare and youth development programs provided by the North Lake Tahoe Boys & Girls Club, the Eastern Placer Employer Housing Concierge, a one-stop housing resources hub, and more.

The NTCA Board also recommended up to $5,451,815 in TOT fund allocations to the Placer County Board of Supervisors for approval at their February 2026 meeting. If approved, those funds will support Sierra Community House’s Workforce Housing Advocacy and Direct Assistance Program, Eastern Placer County Launchpad, Tahoe City Events Park and Ride Pilot, trail reconstruction and expansion projects, and more.

To date, because of the TBID, $40,204,262 in direct funding through the TOT-TBID Dollars at Work program has supported 58 projects and programs that benefit the North Lake Tahoe community. 

Thank you to every business that contributed to the TBID renewal effort. Your partnership and commitment has and will continue to make meaningful, lasting impacts in the region we all love.

Last month, NTCA and North Tahoe Chamber leadership made public comments at the Liberty Utilities rate case hearings on August 21 and 23 to advocate for our local business community amid proposed rate hikes. Utility Judge Commissioners heard from 18 businesses and community speakers directly, and received a total of 323 written comments to the court docket demonstrating how the proposed rate hike will impact businesses, our economy, and our community. It’s not too late to submit a comment to the court docket to have your perspective heard. Learn more about the Liberty Utilities rate case and submit your comment below.

As our community is well aware, CalTrans’ planned road construction projects in Tahoe City are underway. Over the past few weeks, during the midst of our region’s busy summer season, parking availability through the downtown corridor was essentially unavailable and negatively impacting our community.

To address the multitude of impacts, the NTCA and Supervisor Gustafson co-convened a meeting with CalTrans officials, county staff, and Assembly member Hadwick’s staff to share our business community’s concerns and the economic impacts experienced by our business community during mid-summer.

As a result of the meeting, cones restricting parking throughout Tahoe City were immediately removed, returning parking to normal. In addition, CalTrans, in coordination with their sub contractor, agreed to adjust the timing of the work underway in an effort to reduce impacts to area businesses and our community for the remainder of the summer.

As a direct result of this coordinated advocacy, the revised CalTrans work schedule now includes:

• Work will resume in Tahoe City the week of August 17

• Night work only will occur through the end of August, with project stages that require daytime work to occur after Labor Day

• The Wye project is being placed on hold until after the Fanny Bridge project is complete given the complexities of that project and potential impacts to the wye

The collaboration among organizations and our elected officials to achieve these results is a testament to the great work that can be achieved together on behalf of our businesses and community.

Looking Ahead

To influence the timing of future projects and plan in advance for any potential impacts, the collective group inquired about the best way to know in advance what projects are planned.

CalTrans representatives confirmed that an environmental review process occurs for each project they implement. The NTCA plans to monitor the CalTrans projects coming forward for environmental review in our region. The public comment period during that process will be used as an opportunity to convene discussions, with the intention of providing feedback on economic and other impacts planned projects may have on our community (i.e. how projects affect school bus delays, etc.).

Ad space for the Official North Lake Tahoe Visitor Guide is available now! The Guide is distributed throughout North Tahoe, Reno, and Carson City and has an online presence in English and Spanish on www.gotahoenorth.com. This magazine highlights year-round experiences and businesses and promotes sustainability throughout the North Lake Tahoe region. 

North Tahoe Chamber members will receive $200 off the ad price. The deadline to reserve ad space is April 1.

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.

Save the Date

North Tahoe Chamber Mixer: A Celebration of TOT-TBID Dollars At Work
4:00-6:00 p.m. at the Boatworks at Lake Tahoe

Join the NTCA and North Tahoe Chamber on May 16, 2024 as we celebrate the more than $5 million invested in North Lake Tahoe through the Annual Grant and Event Funding cycles of the TOT-TBID Dollars At Work program.

Please note that road construction is occurring in front of Boatworks Mall at Jackpine Street this week. NTCA recommends parking at Commons Beach or Lighthouse Center and using the lakeside trail for walking access to Boatworks Mall on May 16.

NTCA Board Votes to Invest $4.3M in TOT-TBID Dollars At Work Funding Into 13 Projects

At the recommendation of the committees it convenes, the North Tahoe Community Alliance Board of Directors voted to invest a total of $4.3 million in TOT-TBID Dollars At Work funding through the 2024 Annual Grant Cycle into 13 projects that benefit the North Lake Tahoe community. Four of the projects, recommended for TOT funding specifically, will now go before the Placer County Board of Supervisors for approval.

Committees convened by the NTCA are comprised of local business owners and their representatives, workforce housing and transportation experts and advocates, special districts, business associations, nonprofits, and other community members.

“Through the 2024 Annual Grant Cycle, we have recommended the investment of $4.3 million in TOT-TBID Dollars At Work funding that will unlock matching funds of over $6.3 million, bringing the total investment in North Lake Tahoe to over $10 million,” said Tony Karwowski, NTCA president and CEO. “The projects that were both recommended to the Placer County Board of Supervisors for TOT funding and approved by the NTCA Board to receive direct investment of TBID funding include specific workforce housing projects, trails and recreation improvements, litter clean-up, accessibility, and business incubator efforts.”

TBID funding, generated through local hotel and short-term rental stays, purchases at activity providers, restaurants, and retail/rental outlets, was awarded to nine projects totaling $1,638,669. The projects, recommended to and approved by the NTCA Board of Directors by the TBID Advisory and TBID Zone 1 Committees for direct TBID investment include:

• Deep Dive Pilot Cleanup Project and Litter Education Awareness Program (Clean Up The Lake)
• Tahoe Cross Country Lodge Project – Construction (Tahoe Cross Country Ski Education Association)
• Revitalize the Watson Cabin (North Lake Tahoe Historical Society)
• Don’t Drop the Top (Shane McConkey Foundation)
• Accessory Dwelling Unit Accelerator Pilot Program (Tahoe Housing Hub)
• Accessibility for All at North Tahoe Beach (California Tahoe Conservancy)
• Tahoe Backyard Micro Business Incubator (Tahoe Backyard)
• The Mural Project (Arts for the Schools)
• SNOW Sports Museum Expansion and Refurbishment (Sierra Nevada and Olympic Winter (SNOW) Sports Museum Foundation)

In total, four projects totaling $2,680,000 in TOT funds generated by overnight stays in local hotels or short-term rentals were recommended to the NTCA Board of Directors by the Capital Projects Advisory Committee (CAP) and the TOT Committee. The NTCA Board voted to recommend the TOT funding expenditures to the Placer County Board of Supervisors for approval. Projects include:

• Martis Valley Trail (Northstar Community Services District)
• Tahoe Cross Country Lodge Project – Construction (Tahoe Cross Country Ski Education Association)
• North Tahoe Recreation Access Plan Project – USFS 06/Thelin (Placer County Department of Public Works – Tahoe Engineering Division)
• North Tahoe Mountain Biking Trails / FS 73 Bypass (Tahoe Area Mountain Biking Association)

To date, the TOT-TBID Dollars At Work program has reinvested over $21.3 million in North Lake Tahoe and leveraged an additional match of over $29 million for a total investment of over $50 million in the Multi-Year Sponsorship and Annual Grant funding cycles to support projects and programs in the North Lake Tahoe Community.

The next Annual Grant Cycle will launch in early Fall 2024. Learn more about the projects that have been funded and how the TOT-TBID Dollars At Work program supports a vibrant, year-round economy in North Lake Tahoe here, and read the press release here.

The North Tahoe Community Alliance (NTCA) is seeking candidates for two volunteer committees that provide valuable input and help guide the work of the NTCA: the TBID Advisory Committee and the TBID Zone 1 Committee.

The TBID Advisory Committee is responsible for advising the NTCA board of directors in the implementation of the Management District Pan (MDP) as it relates to the total TBID budget and how it is allocated and spent within areas of focus that include: sustainability and mitigation of tourism impacts; economic development, transportation and other opportunities; Zone 1 specific services; business advocacy and support; visitor services and visitor centers; and marketing of responsible travel and stewardship initiatives, promotions and special events.

The TBID Zone 1 Committee makes recommendations on the use and implementation of funds specifically allocated to Eastern Placer County lakeside communities generated primarily by assessed lakeside lodging businesses.

Committee positions require a two-year commitment, with typical committee meetings taking place once per month and lasting 1-3 hours per meeting. In total, five seats are currently available:

• NLT-TBID Advisory Committee:
  • Assessed business – must own or represent an assessed business in the tourism business improvement district 
  • Assessed business – must own or represent an assessed business in the tourism business improvement district 

• TBID Zone 1 Committee:
  • Assessed Zone 1 lodging business – must own or represent an assessed Zone 1 lodging business 
  • At-large
  • At-large

Interested community members are invited to express their interest in committee participation by completing this form by 5 p.m. Monday, April 8 to be considered for either committee. Applicants will be notified before May 1 if they have been recommended to the committee for NTCA Board of Directors approval at their May 1 meeting. For questions on the application process, email anna@northtahoecommunityalliance.com.