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Getting the word out about North Shore

The North Lake Tahoe brand just got some oomph in the form of greenbacks.

The Placer County Board of Supervisors approved a $3.7 million budget, which includes money for the marketing of North Lake Tahoe as a premiere destination.

Additionally, the North Lake Tahoe Resort Association and Incline Village Crystal Bay Visitors Bureau will combine efforts and dollars beginning in October to promote North Lake Tahoe as a whole.



This collaboration will help to create one voice of the community at large, eliminate some confusion and stretch budgets to help increase visitation.

“The single message of North Lake Tahoe has a lot more horsepower,” said North Lake Tahoe Resort Association Director of Tourism Andy Chapman.



The $3,762,864 comprises the following year’s budget, broken down into three general areas including marketing, transportation, and infrastructure.

Forty-two percent of this budget is allotted for marketing, which includes the operational costs as well as consumer branding, such as magazine and newspaper advertisements.

Efforts will be focused on consumer messaging for two markets: those who drive and those who fly. Los Angeles has strong market potential, said Chapman, and Australia is now also on the radar screen. Meanwhile, it is important to protect the core business of the drive market, for example Bay Area tourists.

Expect to see this consumer messaging in the media, including the San Francisco Chronicle, various ski magazines, and advertisements in the LA Times.

“Pure Experiences” was developed over two years ago as the North Lake Tahoe brand, and will be used to reach a larger audience in the upcoming marketing efforts to further promote North Lake Tahoe.

“The ultimate goal is to have the most effective marketing plan,” said North Lake Tahoe Resort Association Executive Director Steve Teshara. “”In cooperation with Incline Village Crystal Bay Visitors Bureau … we’ll have an outstanding and productive cooperative relationship.”

Marketing: 42 percent

Infrastructure: 47 percent

Transportation: 11 percent


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