Truckee Downtown Merchants Association hires first executive director |

Truckee Downtown Merchants Association hires first executive director

Kevin MacMillan
Cassie Hebel is the new executive director for the Truckee Downtown Merchants Association.
Courtesy Rob Retting |

TRUCKEE, Calif. — For the first time in its 42-year history, the Truckee Downtown Merchants Association has a paid executive director.

The member-driven nonprofit organization that’s advocated for Historic Downtown Truckee businesses since 1972 last week announced the hiring of Cassie Hebel to the part-time position.

Hebel brings 20 years of nonprofit work and 11 years of affiliation with The Cooking Gallery, a long-standing downtown retail business, to her new role.

“It is an honor to advocate for downtown merchants in all the multifaceted ways needed to ensure the beautification, development and sustainability of Historic Downtown,” she said. “I’m excited for this opportunity and look forward to meeting all downtown merchants, friends of TDMA and partners.”

Hebel, who holds a bachelor’s in social work from Southern Illinois University, moved to Truckee in 1997. She’s worked with Tahoe Tahoe SAFE Alliance and was also a board member for seven years with the Nevada Network against Domestic Violence, among other volunteer endeavors to support domestic and youth violence awareness.

Her work experience has ranged from advocacy, program development, facilitation, collaborative work and coordination of special events.

Over the years, TDMA has operated almost exclusively on volunteer efforts, said Board Member Alyssa Thomas.

However, with the growth of TDMA’s premier event, Truckee Thursdays, and continuing success of the Truckee Follies, coupled with more downtown businesses joining the association, Thomas said the idea of hiring an executive director became strong about five years ago.

“This is a very exciting time for TDMA and we look forward to an ever-unfolding future,” Thomas said. “Cassie is definitely the right choice.”

Aside from hosting events, TDMA has established scholarships for Truckee students, Thomas said, and members also coordinate and conduct year-round beautification and upkeep of Historic Downtown Truckee.

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