LTVA looks at plan Wednesday | TahoeDailyTribune.com
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LTVA looks at plan Wednesday

Sally Taylor

The Lake Tahoe Visitors Authority Board of Directors will meet Wednesday to consider a revised, compromised and ironed out 1998 advertising plan.

The meeting begins at 3 p.m. at Horizon Casino Resort.

The revised media plan for 1998 “incorporates additional requests into the first request (from the Lake Tahoe Gaming Alliance),” said acting executive director Terry LeBan.

With destination marketing already under way, plus “no less than $450,000” new dollars will balance the $900,000 for Northern California advertising in such a way “that everyone can buy into it,” LeBan said. Plus, the new plan incorporates a special events element.

The original marketing plan developed as part of a yearlong strategic planning process was approved in concept by the board in October. It directed the bulk of the organization’s marketing dollars to destination marketing in Orange County with a smaller portion combined with cooperative programs to maintain the Northern California market.

In November, the Lake Tahoe Gaming Alliance put the brakes on the destination marketing plan and spearheaded a compromise plan to focus advertising in Northern California with cooperative programs to carry development of new markets.

Douglas County commissioners refused to commit future funding to the LTVA – although monthly payments have been maintained – until the LTVA and Gaming Alliance came to an agreement.

Dec. 22 and 29, the LTVA Marketing Committee worked on the latest version that will be presented for board approval today.


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