Truckee chamber gains ground town’s new vision, website |

Truckee chamber gains ground town’s new vision, website

Colleen Dalton, project manager of the Truckee Donner Chamber of Commerce's Place-Based Marketing Initiative, gives a presentation on the project during the Feb. 9 town council meeting.
Kaleb M. Roedel / Sierra Sun |


Visit to learn more about the Truckee Place-Based Marketing Initiative.

TRUCKEE, Calif. — Tucked among striking forests and the endless Sierra Nevada, and offering access to world-class ski resorts and North Lake Tahoe, one could argue Truckee is the premier place in the country to play.

Last week, the Truckee Donner Chamber of Commerce took another step forward in its efforts to promote Truckee as a destination to live and work, as well.

At the Feb. 9 Truckee Town Council meeting, the chamber presented an update on its Place-Based Marketing Initiative, unrolling its plans to create a “consistent and authentic message about Truckee.”

This stems from the project’s primary objective, which is revamping the website so it caters to not only visitors, but also current and prospective residents and business owners, according to the chamber.

The new website, which is being overseen by the Keith Design Group, will launch in June, said Colleen Dalton, the project manager.

The bulk of the chamber’s presentation revolved around the research culled from three formal workshops (which more than 200 residents attended), two extensive online surveys (618 respondents), and 34 one-on-one partner interviews.


The outreach process, which spanned roughly three months, “revealed the passion, the character and the concern for our town,” Dalton said.

Much was discovered, but perhaps the most important feedback centered on what residents of Truckee value the most about their mountain town and what personality traits and attitudes shape Truckee.

“Far and above — significant over every core value — was our value of a quality of life,” Dalton said. “We don’t want 15-hour work days; and we don’t want a two-hour commute time; and we appreciate starry nights and clean air and fresh water. So quality of life is really important; that’s what unites us a clan.”

Friendly. Adventurous. Creative. These were the top three traits that came out of the research study, according to the chamber.

The other big takeaway, Dalton said, was the importance access is to Truckee residents; access to everything from ski resorts and trails to Lake Tahoe and even the Bay Area.

“We used to be known as the gateway to the west, and perhaps now we’re the gateway to the east,” Dalton said. “This concept of a gateway location and this access and proximity is really critical in understanding our position in the marketplace.”

What’s next in the process?

Currently, chamber officials are meeting with special interest groups in the community to “aggregate the content” and “map out the brand route plan” for the new website, Dalton said.

“What we’re doing is a rather huge inventory or indexing of the town — and that’s live, work and play,” Dalton continued.

The chamber has reviewed more than 160 different websites as it zeros in on finalizing the look and feel of the new

Start-up costs?

The Place-Based Marketing initiative includes a $150,000 start-up cost, with $75,000 provided by the town through its Economic Development Support program, and the remaining $75,000 matched by the chamber through local business and district contributions.

The chamber, however, “matched it and then some” to bring the project’s start-up funds to $190,000, said Dalton.

“The bulk of the funds are being used for brand development and website development,” she added.

The Keith Design Group has developed a first-time logo and tagline for Truckee that is in the process of being trademarked.

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