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Tourism and Community Investment Master Plan

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Tourism and Community Investment Master Plan NORTH LAKE TAHOE Tourism and Community Investment Master Plan September 2004 NORTH LAKE TAHOE Tourism and Community Investment Master Plan Prepared for: North Lake Tahoe Resort Association Prepared by: Design Workshop, Inc. 1390 Lawrence Street, Suite 200 Denver, Colorado 80204 303.623.5186 September 2004 Consultant Team: NLTRA Project Staff: Design Workshop, Inc. Steve Teshara Advisory Group Ron McIntyre RRC Associates Andy Chapman LSC Transportation Sally Lyon Consultants, Inc. Janet Loverde Advisory Committee: Ron Treabess - Chair Ray Lacey Sylvia Ambriz Roger Lessman Eric Brandt Rick Lierman Ann Bryant Julie Maurer Rich Colwell Jennifer Merchant Breeze Cross Matt Michael Valerie Dawes Milena Miteva-Regos Jesse Desens Ron Parson Theresa May Duggan Alvina Patterson Ken Grehm Rick Pendleton Cindy Gustafson Jim Phelan Joseph Guzman Ruth Schnabel Carl Hasty Tim Silva Jon-Paul Harries Hank Simmons Ed Heneveld Gail Tondettar Wendy Hummer Paul Vatistas Bob Ingols Keith Vogt Sue Rae Irelan Eric Westenberg Roger Kahn John Wilcox Steve Kastan Carolyn Willette Leah Kaufman Steve Wright T.J. Kelly North Lake Tahoe Resort Association Board of Directors June 2004 Representing Jim Phelan, President Recreation Ben Shaff, Vice President Small Lodging Mike Salmon, Treasurer Ski Area Dan Tester, Secretary Large Lodging Wally Auerbach General Dave Wilderotter Retail Bob McCormick At Large Doug Carlson Restaurant Jeff Cleeland Property Management/Real Estate Rich Colwell Placer County Executive Office Theresa May Duggan Community At Large Julie Regan Tahoe Regional Planning Agency Placer County Board of Supervisors July 2004 Harriet White, Chair District 3 Bill Santucci District 1 Robert Weygandt District 2 Edward "Ted" M. Gaines District 4 Rex Bloomfield District 5 VISION STATEMENT The natural environment of the North Lake Tahoe region is our greatest economic asset. Because of our community’s unique sense of place and values, the North Lake Tahoe Tourism and Community Investment Master Plan has been developed as a guiding document and investment strategy for the cooperative efforts necessary to achieve economic and environmental sustainability and community improvement. Our goal is to ensure the long-term enhancement of our natural and human environment, and historical and cultural heritage. The result of our vision will be an improved visitor experience and quality of life for residents in the North Lake Tahoe area. North Lake Tahoe Tourism and Community Investment Plan TABLE OF CONTENTS 1. Background and Framework .............................................................................................................1 a. Introduction ....................................................................................................................................1 b. Situational Analysis .........................................................................................................................9 c. Competitive Analysis ....................................................................................................................29 2. Environmental Stewardship .............................................................................................................45 3. Marketing ..........................................................................................................................................49 4. Transportation ..................................................................................................................................59 5. Visitor and Community Facilities and Services ..............................................................................73 6. Redevelopment .................................................................................................................................85 7. Community and Workforce Housing ..............................................................................................91 8. Funding the Master Plan ................................................................................................................101 9. Conclusions and Recommendations .............................................................................................115 Appendix Working Papers A. Marketing ........................................................................................................................................127 B. Visitor and Community Facilities and Services ............................................................................137 C. Recreation, Culture and Arts ..........................................................................................................147 D. Transportation Resources ...............................................................................................................161 E. Management Resources ..................................................................................................................193 F. NLTRA Organization .....................................................................................................................201 G. Affordable Housing ........................................................................................................................215 H. Finance and Funding ......................................................................................................................227 I. Redevelopment ...............................................................................................................................239 Web Site Survey ..........................................................................................................................................243 Mailback Survey .........................................................................................................................................251 North Lake Tahoe Tourism and Community Investment Plan North Lake Tahoe Tourism and Community Investment Master Plan 1 1. BACKGROUND AND FRAMEWORK: a. Introduction There have been many accomplishments since the North Lake Tahoe Tourism Development Master Plan was completed and approved in 1995. One of the most significant has been the consolidation of a fragmented constituency into the single voice of the North Lake Tahoe Resort Association (NLTRA). The organization has assisted in influencing and shaping tourism-related policy at a local and county level. It has increased its activities and role as the lead organization responsible for marketing the region. It has evolved during a period of rapid change in the tourism industry. It has helped to develop and fund more than 30 tourism and community infrastructure projects. It has made modest but vital financial contributions to improving transit and mobility in the region. Perhaps most importantly, the NLTRA recognizes that much remains to be done to make the region more competitive as a destination resort and a more livable place for all those who make the community their home. The world has seen major changes in the past nine years, events that have had a profound effect on tourism – locally, regionally and nationally. In an effort to build upon its past achievements, manage change and establish a vision and strategy for the future, the NLTRA has undertaken development of a new Master Plan. This plan focuses on investments that will support not only tourism as the region’s primary industry and economic engine, but work to meet the changing needs of those who live, work and have a stake in the community. The purpose of this, the North Lake Tahoe Tourism and Community Investment Master Plan (TCIMP), is to provide a practical roadmap for the tourism industry and community of North Lake Tahoe by defining a long-term vision, and an investment plan for the area which supports the vision and the specific goals and objectives set forth in the plan. Project Context Blessed with magnificent natural beauty and located relatively close to large populations in the Sacramento region and the San Francisco Bay Area, North Lake Tahoe has long been a favored retreat for northern California’s urban dwellers. As documented in the recent report, The Economic Significance of Travel to the North Lake Tahoe Area, tourism remains the largest component of North Tahoe’s economic foundation. It accounts for some 71 percent of the area’s jobs and millions of dollars annually in personal and business income, and in local, county and state tax revenues. Clearly, tourism, and the income and North Lake Tahoe Tourism and Community Investment Master Plan 1 1. BACKGROUND AND FRAMEWORK: a. INTRODUCTION revenue it drives, must be sustained and grown to ensure regional prosperity and health. This must and can be accomplished in a responsible manner, consistent with environmental and community values. Recognizing the importance of the economy, environment, and community in balance is a fundamental foundation of this Master Plan. Nearly 10 years ago, Placer County funded the initial Master Plan because of static economic conditions. Visitor numbers were down, the area was strewn with old and tired facilities and accommodations, residents and businesses had little organized political influence, and revenues from the Transient Occupancy Tax (TOT) had fallen under $3.5 million. Simultaneously, visitor expectations regionally and nationally were on the rise due to increased competition from other resorts. © Keoki Flagg 2003 and North Lake Tahoe Resort Association The tourism planning consultant team assembled a 27-member advisory committee to help shape the 1995 Tourism
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