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.”
Support Local Journalism
Support Local Journalism
Readers around the Lake Tahoe Basin and beyond make the Tahoe Tribune's work possible. Your financial contribution supports our efforts to deliver quality, locally relevant journalism.
Now more than ever, your support is critical to help us keep our community informed about the evolving coronavirus pandemic and the impact it is having locally. Every contribution, however large or small, will make a difference.
Your donation will help us continue to cover COVID-19 and our other vital local news.
Start a dialogue, stay on topic and be civil.
If you don't follow the rules, your comment may be deleted.
User Legend: Moderator Trusted User
SACRAMENTO, Calif. (AP) — California on Monday re-opened enrollment for its state health insurance exchange, hoping more people will buy coverage now that the federal government is offering new assistance that could lower monthly premiums by $1,000 or more in some cases.