LTVA will fund winter ski events |

LTVA will fund winter ski events

The Lake Tahoe Visitors Authority Board of Directors on Thursday showed its approval of several winter sporting events.

Heavenly Ski Resort received approval of $100,000 for its Winter Celebration, which includes three major events, and Sierra-at-Tahoe was allocated $25,000 for the Van’s Triple Crown Championship.

“The ski industry is making quite an impact,” LTVA Director Terry LeBan said on Friday. “The increased (visitors) in the area are never just due to one entity. It’s a combined effort.”

Heavenly will host the Sprint U.S. Freestyle Grand National World Cup event, Jan. 21 through 23; the Bumps and Jumps competition on Feb. 12 through 13; and a third event to be determined.

“The goal is to spread the events over the winter so we’ve got national TV exposure throughout the season,” said Jan Vandermade, Heavenly’s director of sales. Television coverage, which shows scenes of Lake Tahoe, its weather and amenities, provides “images of what type of terrain we have and gets the word out.”

The same can be said of Sierra, which will host Vans Triple Crown Championship, Feb. 24 through 27.

Each of the resorts puts up a substantial amount of its own dollars to host the events. The LTVA funds add an extra promotional bang, but also ensure the resorts have the funds needed to secure the events in the first place. The funds leverage the LTVA’s efforts and ensure promotion of the LTVA’s central reservations number, 1-800-AT-TAHOE, according to Sierra spokeswoman Kristy Bray.

“Any way we can get that (number) out,” she said.

All the events receive major television coverage especially in the region and nation but also internationally. Television exposure is one of the major things the LTVA looks for when it considers an event sponsorship.

“Television coverage at both Heavenly and Sierra are great for our area,” LeBan said. “It’s made Colorado nervous.”

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