EDITORIAL: Marketing the region as a whole
Save for some possible, minor traffic headaches, there’s nothing but good news surrounding the Amgen Tour of California coming to the Truckee/Tahoe region this May. It’s a world-class event with world-class athletes that is sure to bring international media coverage for the region and an influx of visitors that should jump-start the economy.
The news got better last week when officials announced they already are looking at 2012 to host another leg of the race. What’s even better is the town of Truckee was asked to collaborate with the north and south shores of Lake Tahoe to bring the tour back next year by marketing the region as a whole.
Everyone who was involved in collaborating on this project in 2011 deserves a lot of kudos, and they deserve even more congratulations for bringing in Truckee for the 2012 bid.
Tahoe’s communities have been trapped in silos for decades. North Shore doesn’t want to be associated with South Shore. Truckee doesn’t want to be associated with the lake. Incline Village doesn’t want to be associated with Kings Beach. It’s a self-centered mantra that’s evident from the way some locals shop, recreate and debate.
While we applaud our residents’ loyalty and the effort to make each community unique, thinking this way all the time is damaging to the region as a whole.
When people from the Bay or the East Coast hear “Lake Tahoe,” they don’t think of Tahoe City or Zephyr Cove – they think of the entire lake. When they come here, they’re going to visit the entire area.
We have to see the opportunities to collaborate as an entire region and market ourselves as a whole.
Past and current efforts with the Amgen Tour should serve as an example of how well we can do things if we put our mind together. Let’s not forget how good that feels.