LTVA fills gaming position
The new gaming representative to the Lake Tahoe Visitors Authority Board of Directors will work to keep the focus and funding of the marketing organization despite the currently volatile dynamics of South Shore promotions.
“I see my role is to maintain LTVA’s focus on destination marketing and to maintain Douglas County’s commitment to the LTVA,” Michael H. Bradford, president of Lakeside Inn and Casino, said Thursday. He will replace Dan Barnett, the former general manager of Harrah’s Lake Tahoe, as the Lake Tahoe Gaming Alliance representative to the LTVA beginning with the agency’s Sept. 18 meeting.
Bradford, 47, has been with Lakeside Inn for 11 years and is the longest seated member of the Gaming Alliance.
This as a critical time for the LTVA, he said, due to the formation of the Tahoe-Douglas Visitors Authority and the need for funding for both promotional organizations. The creation of the TDVA, mandated by the Nevada Legislature, is expected to have impacts on the LTVA, although the nature of these impacts remain uncertain.
“The mission of the LTVA is stable and, I believe, should be unchanged,” Bradford said, referring to its focus on destination marketing and promoting the South Shore as a whole. “The mission of the TDVA has yet to be defined.”
From discussions with other Gaming Alliance members, he expects it to focus on gaming-oriented and special event promotions.
“My role now is to support the LTVA mission,” Bradford said.
Bradford came to the South Shore 11 years ago from San Francisco. He and his wife Kathy have two daughters going to Kingsbury Middle School. A CPA, Bradford has a degree from the University of California at Berkeley.
Since his arrival on the South Shore, he has been involved in politics and the economy on both sides of the state line. He currently serves on the Lake Tahoe Airport Commission and previously served on the Douglas County Airport Land Advisory Council.
“I’m not a big corporate player. I live here. I’m part owner of this operation,” Bradford said. “Although as the representative of the LTGA I intend to speak for them, my perspective is a little bit smaller and more entrepreneurial than previous board member.”
Bradford sees the South Shore as an economic unit.
“The people that visit South Lake Tahoe do not recoginze the state line. The economy is completely integrated,” he said. “The well-being of South Lake Tahoe is tied directly to the well-being of Douglas County and the well-being of Douglas County is tied directly to the well-being of South Lake Tahoe.
“My objective is to strengthen the relationship of the business community and use the funds available from both (sides of the state line) to seek a strong economy.”
Bradford commended the efforts of the LTVA to promote the community under difficult economic circumstances.
“The LTVA has done a very good job of responding to difficult marketing economic forces. It’s difficult driving business with forces far beyond the resources of the LTVA to deal with,” he said.
“The bottom line is that (the LTVA) has very limited resources. We need to be focused on a small number of things we do well and avoid spreading ourselves out to more options than we can service.”
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