Spring skiing supports steady growth in visitor spending in Truckee Tahoe
The growth in tourism this winter backed by heavy snowfall carried into the spring, with the opportunity to ski and swim in the same day are luring guests in.
“People (could) get out on the mountain on the morning and then go experience the lake on the same day,” said Liz Bowling, director of communications for the North Lake Tahoe Resort Association.
“We focus a lot of our efforts on the fact that people can experience those dual days,” she said. “When the weather is there we capitalize on that as much as possible.”
Squaw Valley totalled 719 inches of snow at upper mountain this season with a record-setting 315 inches of snowfall in February. This allowed the mountain to stay open until July 7.
Support Local Journalism
“The spring is a little more dependent on weather. You never know what you’re going to have,” said Sarah Winters, sales director for North Lake Tahoe Resort Association.
Data collected from the resort association showed occupancy in North Lake Tahoe was up 9.3% in April compared to the same month last year. From November 2018 to April the occupancy rate was up 17.5% from November 2017 to April 2018.
“We did have a longer winter so people were really able to plan and look at when they could come up,” said Winters.
Transient Occupancy Tax collection from April to June totalled $3.8 million, up 15% from the same period last year, an increase of $519,000. Tax collection from January through March was up 12% from that period last year, a $773,000 increase, totalling $6.8 million.
In the last decade there has been steady growth in TOT collection during every quarter, with larger increases during the shoulder seasons.
As visitation in the summer and winter is typically high, Bowling said the resort association tends to focus on the “shoulder season” in the fall and spring, which runs from October to December and from April to June.
Along with WinterWonderGrass, which attracted nearly 5,000 visitors in 2018, the resort association sponsors other events that pull in visitors during the shoulder seasons like the Autumn Food and Wine Festival and sporting events like the Spartan World Championship.
According to Amber Burke, director of marketing for the resort association, their website traffic also saw an increase in traffic in June.
“We saw that a lot of our spring messaging was resonating with people,” she said, which included marketing for spring skiing and lake activities. “People were staying on our site and they were engaged in the content they were finding.”
Hannah Jones is a reporter for the Sierra Sun. She can be reached at 530-550-2652 or firstname.lastname@example.org.
Support Local Journalism
Readers around Lake Tahoe, Truckee, and beyond make the Sierra Sun's work possible. Your financial contribution supports our efforts to deliver quality, locally relevant journalism.
Now more than ever, your support is critical to help us keep our community informed about the evolving coronavirus pandemic and the impact it is having locally. Every contribution, however large or small, will make a difference.
Your donation will help us continue to cover COVID-19 and our other vital local news.
Start a dialogue, stay on topic and be civil.
If you don't follow the rules, your comment may be deleted.
User Legend: Moderator Trusted User