Julie Brown
Sierra Sun
Rob Weston

Rob Weston describes himself as the “spark plug” of the West Shore Association because he’s the guy who gets the ball rolling.

“My personal role is to sort of get behind the projects and make things happen,” Weston said.

From the West Shore Association’s fundraiser for Sugar Pine Point State Park, which raised $16,000 for grooming equipment used on the 1960 Olympic Nordic

Ski trails, to the annual opening day on the lake, which attracted big crowds last year ” Weston is actively involved in it all.

His most recent endeavor is working with Squaw Valley to coordinate a 50th Anniversary Celebration in honor of the 1960 Olympics.

The West Shore Association is about promoting businesses located between the Tahoe City wye and Emerald Bay, Weston said. But it’s also about preserving the stunning beauty and unique terrain the West Shore has to offer.

“[The West Shore] is really where Lake Tahoe plays,” Weston said. “There’s just incredible vistas, access to the lake, state parks … there’s just so many different, incredible things to do on the West Shore.”

A West Shore resident since 1982, Weston opened his shop, West Shore Sports, in 2005. In the winter, the store is a full-service ski shop, in the summer it offers biking, kayaking and paddle boards.

“That’s the business I kind of grew up in,” Weston said.

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