Here’s How the NTCA is Putting Tahoe’s Tourism Economy to Work for All of Us

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 $660,000 helping 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. Funding for Winter and Events Park & Ride services will be considered later this summer.

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