Sue Rae Irelan

Published in the Sierra Sun on December 21, 2024 >

When the North Lake Tahoe Tourism Business Improvement District (TBID) was formed by the business community, it created, for the first time, a way for both day and overnight visitors to help contribute to the region’s vitality. It also launched an entirely different way for our community to leverage revenues generated by tourism and a new opportunity for local decision-making related to reinvesting these funds back into our community.

Why does this matter? Simply put, when our community is actively involved in decisions that impact those who live, work and play here, the outcome is better for us all. We – as a collective community – have representation on the committees and the Board of Directors convened by the North Tahoe Community Alliance (NTCA). These members are local business and community organization representatives and residents representing all geographic areas of our region and businesses, both large and small. The collective “we” are vested in this community’s success while recognizing that success relies on achieving balance in the unique environment we all are fortunate to call home.

Prior to the TBID, approximately $5M per year in Transient Occupancy Tax (TOT), paid only by overnight visitors who stay in local hotels or short-term rentals, was reinvested in North Lake Tahoe. Those funds were used to support quality-of-life services like transportation initiatives, bike paths, and other infrastructure upgrades. It also supported economic vitality efforts, including marketing the destination to encourage tourism – the cornerstone industry of our region.

Today, our community has more decision-making ability on how funds generated by tourism are reinvested than ever before. The formation of the TBID gave the NTCA’s locally based volunteer Board of Directors the final decision on the expenditure of TBID funds. And, together with the new committees formed to represent a diverse collection of local voices, the NTCA Board can better advocate for community needs regarding the recommendation of TOT funding expenditures that the Placer County Board of Supervisors ultimately has the authority to approve.

This broad coalition of community members, 56 people in total, meets regularly to evaluate projects and programs that have requested funding support and decide which to invest in – projects like Lease to Locals, the expansion of TART Connect’s service hours, and the Sierra Community House’s Workforce Housing Advocacy & Direct Assistance Program.

Because of the TBID, the revenue available to address community needs, help support the business community, and bolster a year-round economy, has increased from $5M to approximately $11M annually.

Another major change that occurred because of the TBID was the shift in the NTCA’s focus. The organization now serves as North Lake Tahoe’s Destination Management and Stewardship Organization and has refocused its marketing strategy to support the destination during off-peak seasons and mid-week, while refocusing the peak season messages to educate visitors about how to help take care of Tahoe when they’re here. TBID funds also support locally produced events that contribute to the character of our community and are used to help mitigate tourism impacts by funding projects like the BEBOT beach cleaning robot and the Lake Tahoe Ambassador program.

Because of the TBID, more TOT dollars are available to support critical transportation and workforce housing initiatives that benefit those who live and work in our community. This shift, which requires local committee recommendations in the process of reinvesting TOT funds in North Lake Tahoe, gives our region greater influence over our destiny than ever before.

In 2026, the North Lake Tahoe business community will have the ability to renew the TBID. Its continuation will allow the valuable work being done through the TOT-TBID Dollars At Work program to support local businesses and our community’s top priorities.

If it is not renewed, we’ll have roughly $6M less in available funding annually for workforce housing and transportation projects and programs, and less direct, local influence over how tourism revenues are allocated. 

In simple terms, without the TBID and the additional funding it provides, we lose a broadened funding bucket that has local oversight and is directed at tackling our community’s most important priorities as set by those who live, work and play here.

Interested in learning more about the TOT-TBID Dollars At Work program and how tourism generated funds are being reinvested in our community? Read the NTCA’s Annual Report at http://www.northtahoecommunityalliance.com.

Sue Rae Irelan is the Chair of the North Tahoe Community Alliance Board of Directors

The “Love North Tahoe” program launched today in support of local businesses in North Lake Tahoe. A shop local initiative supported by the Business and Chamber Advisory Committee and funded by the TOT-TBID Dollars At Work program, Love North Tahoe aims to encourage residents and visitors to shop at local stores, dine at neighborhood restaurants, and use nearby services. As part of the program, a North Lake Tahoe eGift Card has been relaunched that can be used at participating retailers, restaurants, services, sports and entertainment options within the region.

“Our local business community is a major part of what gives North Lake Tahoe its distinct character and charm, so it’s exciting to have a meaningful way for residents and visitors to help strengthen the overall well-being of our community,” said Kimberly Brown, executive director of the North Tahoe Chamber. “Shop local programs like this not only encourage people to keep their money close to home, but help support local business and keep local employees working during quieter off-peak seasons.”

Businesses supported by the Love North Tahoe program are located within the resort triangle communities between Kings Beach and Tahoe City, Olympic Valley, Northstar, and along Lake Tahoe’s West Shore. In addition, businesses that are members of the North Tahoe Collaborative Single Membership (North Tahoe Chamber, Tahoe City Downtown Association and North Tahoe Business Association) receive automatic inclusion in Love North Tahoe’s business directory.

“We purchase North Tahoe eGift Cards to support local businesses and accept them at Tahoe Treetop as well. We issue them as staff incentives for exceptional customer service, or for exceeding expectations in the workplace,” said Krissy Holder, Tahoe Treetop Adventures. “The variety of options for our staff to choose from is amazing and growing by the day, and the ease of delivery with a personal note is just icing on the cake.”

The North Lake Tahoe eGift Card can be purchased online at lovetahoenorth.com in any denomination, and can be used at more than 50 participating shops, restaurants, and businesses. To celebrate the relaunch of the program, eGift card purchasers who buy between Oct. 15 and Nov. 30, 2024 will receive an extra $5 for every $25 spent. Those who pledge their love by signing up online will receive confirmation entitling them to a free LOVE sticker that can be picked up at North Tahoe Visitor Centers in Kings Beach or Tahoe City.

Learn more about “Love North Tahoe” and buy an eGift card at lovenorthtahoe.com. Local businesses interested in signing up for the program are encouraged to contact hello@lovenorthtahoe.com.

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

Recently, NTCA president and CEO Tony Karwowski penned the op-ed you’ll find below. This op-ed was published in the Sierra Sun.

Tourism is Benefitting Our Community More Than Ever
By Tony Karwowski, NTCA president and CEO

Although the debate continues to be ongoing with regard to whether tourism benefits our region, the fact is our local economy relies on it. Tourism is what keeps many local businesses open, provides career and other job opportunities to many of our region’s residents, and generates TOT and TBID funding that our community is able to reinvest into programs, services, and infrastructure improvements we need.

The NTCA’s focus since early 2022 has been to establish the framework and processes that allow for the reinvestment of the funds tourism generates, with local oversight. Ultimately, TOT and TBID-generated funds are what allow our community to make progress on workforce housing initiatives, transportation and infrastructure projects, mitigate some of the tourism-related impacts felt by those who live and work here, and enhance quality of life for us all.

I’m pleased to report that with significant community involvement and the ongoing participation of dedicated volunteer committees, processes to reinvest tourism dollars have been enacted and are ensuring tourism is giving back in ways that matter. In fact, because of the relatively recent formation of the North Lake Tahoe Tourism Business Improvement District (NLT-TBID), our region has more tourism-generated funding to allocate to community priorities than ever before.

In April, at the recommendation of the volunteer committees it convenes, comprised of local business and community members, the NTCA Board of Directors voted to invest a total of $4.3 million in tourism-generated funding. Through the TOT-TBID Dollars At Work program’s Annual Grant Cycle, 13 projects that benefit the North Lake Tahoe community were recommended for grants. This investment provides access to matching funds of over $6.3 million, bringing the total investment—in specific workforce housing projects, trails and recreation improvements, litter clean-up, accessibility, and business incubator efforts—to over $10 million.

The projects that received funding through the Annual Grant Cycle are in addition to the 17 projects that were selected in Fall 2023 to receive up to $20 million in funding support over three years through the Sponsorship & Multi-Year Investment Program. The impact of the projects that received sponsorship funding will be felt through workforce housing, trail transit corridor, transportation and tourism impact-related efforts, and have the potential to unlock matching funds up to $35.3 million that can be leveraged over the next three years.

There’s no doubt the TOT-TBID Dollars At Work program is doing exactly what it was designed to do. It has provided our community with a structured way to reinvest TBID and TOT dollars generated in North Lake Tahoe in support of initiatives that contribute to our community’s vitality, economic health and environmental stewardship. These funds are actively being used to address priorities surfaced through community forums, workshops, and surveys, including workforce housing, economic development, transportation, sustainability, tourism mitigation, and trails.

This is just the beginning. The first Annual Grant cycle is now complete, and we are already looking ahead to the next one that will launch in early Fall 2024. Tourism dollars are being spent to improve what matters most to North Lake Tahoe residents, businesses, and visitors.

Learn more about the projects and initiatives that have been funded by tourism here.

Op-ed submitted on behalf of the NTCA and its Board of Directors

At their January board meeting, the North Tahoe Community Alliance Board of Directors unanimously endorsed Cindy Gustafson for Placer County District 5 Supervisor, a role for which her unparalleled dedication and deep-rooted understanding of Eastern Placer County uniquely qualify her.

A resident of North Lake Tahoe in Placer County for over 40 years, Cindy has a profound connection to our community. Her commitment to Eastern Placer County is not just a matter of record; it is a testament to her dedication to the residents, businesses, visitors, and place she calls home.

Having held a variety of leadership positions in our community, Cindy’s leadership style is marked by an unwavering commitment to inclusivity and open-mindedness. She actively pursues and engages with all viewpoints, showing a remarkable capacity for understanding diverse perspectives and concerns. This approach has been crucial in fostering a community where different ideas are invited, heard, and valued.

A staunch advocate for local control, Cindy has consistently supported the reinvestment of locally generated resources in Eastern Placer County, ensuring that our community thrives on its own terms. Her voting record aligns with the pillars of the NTCA, demonstrating her alignment with the priorities and efforts of our stakeholders.

Perhaps most importantly, Cindy has shown an exceptional dedication to the sustainability and stewardship of our natural environment, particularly in Tahoe. Her prioritization of sustainable practices and environmental care is not just a policy stance but a reflection of her deep respect and love for this special place, and wish to preserve it for generations to come.

In sum, Cindy Gustafson represents the epitome of dedicated, insightful, and responsive leadership. Her tenure in Eastern Placer County has been marked by significant achievements and an unwavering commitment to the well-being of our community. We believe that Cindy Gustafson is not only the best choice for Placer County District 5 Supervisor, but also the right choice to lead us into a future where our community’s unique needs are met with understanding, care, and strategic foresight.

No public funds have been or will be used in any candidate endorsement activities carried out by the NTCA. 

At the recommendation of the volunteer Chamber Advisory Committee, the North Tahoe Community Alliance (NTCA) Board of Directors awarded $192,000 in sponsorship funding, generated by the North Lake Tahoe Tourism Business Improvement District (NLT-TBID), to six events scheduled to take place in North Lake Tahoe in 2024. Scoring and funding prioritization were based on how the events contribute to and benefit economic health, community vitality and environmental stewardship. Each event’s traffic management and sustainability plans were also evaluated, with organizers responsible for identifying and outlining how they will mitigate the impacts of tourism on the community and environment.

The six events that received funding for 2024 include:

• Alpenglow Speaker Series (Nov. 30, 2023; Jan. 4, Feb. 15, March 7, 2024)
• Stifel Palisades Tahoe World Cup (Feb. 23-25, 2024)
• Snowfest (Feb. 28-March 10, 2024)
• The Great Ski Race (March 3, 2024)
• Winter WonderGrass Tahoe (April 4-7, 2024)
• Broken Arrow Skyrace (June 21-23, 2024)

In early December, the NTCA will begin accepting applications for funding support of events coming to the community between May 1 and July 30, 2024. Submission criteria and the application process will be outlined soon, with a mid-January date the deadline to submit.

LEARN MORE