Open season for summer tourists |

Open season for summer tourists

Susan Wood

Heading off the possibility of lower lodging bookings at the pass, tourism officials want to run a promotional campaign designed to lure Central Valley residents this summer.

The print and radio campaign should attract those trying to escape the scorching heat of Sacramento and Modesto.

The Lake Tahoe Visitors Authority and Tahoe Douglas Visitors Authority estimated the effort will cost $300,000, in addition to the LTVA’s primary advertising campaign.

“We’re seeing a softness (in the market). So can we come together as a community to do something about it,” TDVA Executive Director Steve Teshara asked. The TDVA chipped in $100,000 for the effort, which requires a buy-in from the lodging community.

South Lake Tahoe Lodging Association President Charlie McDermid said he’s hearing from the properties that April bookings are down, but by how much is unknown at this time.

“I tell them, don’t be alarmed that you’re doing something wrong. Everybody seems to be complaining,” McDermid said.

As for the winter season, the city had a 37 percent occupancy rate in January.

Tourism officials are keeping an eye on California room nights, which appear to be down, LTVA Executive Director Terry LeBan said.

Then again, LeBan admits it may be premature to tell what the summer picture looks like, as tourists tend to give themselves a shorter window of time to book than in previous years.

National Tourism Week is scheduled for May 6-12.

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.