SOUTH LAKE TAHOE, Calif. — The Shops at Heavenly Village announced that it has joined the El Dorado Hills Chamber of Commerce, expanding its regional business relationships and tourism outreach along the Highway 50 corridor and into one of South Lake Tahoe’s most important Northern California drive markets.

The decision reflects a deliberate effort by Heavenly Village leadership to align with organizations that demonstrate active support for businesses, tourism and economic development.

Village leadership said it has been particularly impressed by the El Dorado Hills Chamber’s proactive approach to supporting and promoting its members, including its recent engagement involving Alcohol Beverage Control licensing matters. The Chamber’s willingness to advocate for businesses in South Lake Tahoe and its understanding of tourism and the economic connection between El Dorado County, the Highway 50 corridor and South Lake Tahoe helped make the partnership a natural fit.

“We have been very impressed with the El Dorado Hills Chamber, its leadership and the way it supports and promotes its business community,” said Gary Casteel of Trans-Sierra Investments / The Shops at Heavenly Village. “They understand that strong businesses create strong communities, and they recognize the importance of tourism and regional partnerships. El Dorado Hills is an extremely important market for South Lake Tahoe, and we believe there is tremendous opportunity to work together.”

The move also represents a broader shift in Heavenly Village leadership’s approach to chamber participation. Village leadership has not maintained membership for years with the Tahoe Chamber organization, citing concerns over what it views as insufficient advocacy and engagement on business performance, tourism, lodging, and economic growth important to the Village and its tenants.

“This was a very intentional and strategic decision,” said Dreu Murin, spokesperson for The Shops at Heavenly Village. “We have been impressed with what we have seen from the El Dorado Hills Chamber. They support their businesses, promote their community and understand tourism. That is the type of relationship we want to build on.”

Murin said chamber membership should represent far more than simply paying annual dues or having a business listed in a directory.

“Businesses need organizations that actively advocate for them, engage with their members and understand the economic realities facing tourism-dependent communities,” Murin added. “We want to invest our time and resources with organizations that are willing to engage, collaborate and stand up for businesses at both the local and state levels. The El Dorado Hills Chamber has demonstrated that kind of leadership and commitment.”

The partnership will also strengthen Heavenly Village’s direct connection with residents and businesses throughout El Dorado Hills, Folsom, Sacramento and the broader Highway 50 corridor, communities that represent a critical drive market for South Lake Tahoe that has been overlooked and taken for granted by local marketing agencies. 

“Tourism does not begin when someone crosses the South Lake Tahoe city limits,” Casteel added. “It begins in the communities where our visitors live that we need to market to. El Dorado Hills sits along the gateway to Lake Tahoe, and developing stronger relationships with the people and businesses in that corridor is smart tourism, smart marketing and good for the entire South Lake Tahoe economy.  We want people on the Western slope to know Lake Tahoe welcomes them to visit anytime, and let them know we are open for business.”

Heavenly Village invests substantial resources each year in events, entertainment, marketing and promotions designed to attract visitors to South Lake Tahoe, extend stays, provide unmatched guest experience, encourage repeat visitation and generate economic activity for local businesses.

The Village expects its El Dorado Hills Chamber membership to create new opportunities for cross-promotion, networking, tourism partnerships and direct engagement throughout the region.