Andy Chapman: New Brand Reflects Travel Mission of North Tahoe Nevada (Voices)

The role of tourism organizations is growing rapidly.

Communities that embrace this evolution have put themselves on the path to an economy, strong community culture, and environmental stewardship that will ensure visitors and residents enjoy the destination for years to come.

Now known as Travel North Tahoe Nevada, renaming the company is more than just a new name and a new logo. It demonstrates the organization’s continued commitment to leading sustainable tourism initiatives in Lake Tahoe.

To be sure, the organization’s former name — “Inclined Village Crystal Bay Visitors Bureau” — doesn’t exactly roll off the tongue, and the initials “IVCBVB” seem like they might represent some obscure office in the federal government bureaucracy.

While the company’s branding is new, Travel North Tahoe Nevada is already deeply involved in development and efforts to create sustainable destination experiences.

In fact, today 10 percent of the organization’s annual budget is dedicated to sustainability initiatives. And we’re not just talking about sustainability. We are taking action.

The North Tahoe Nevada trip was one of the creators of TART Connect, which started last summer. Our company’s nearly $400,000 commitment to the program has helped deliver more than 258,000 rides (108,000 in Acklin Village and Crystal Bay alone), reducing traffic and pollution in North Lake Tahoe.

We launched the Traveler Responsibility Pledge, where visitors pledge to visit North Lake Tahoe respectfully, responsibly and mindfully. Travel North Tahoe Nevada is a founding partner of the Steward Tahoe Council, a group of like-minded organizations and individuals with regional sustainability goals.

On Independence Day, the eco-friendly Skyshow, which wowed spectators with spectacular aerial effects created by a fleet of drones, was a direct result of a community effort led by Travel North Tahoe Nevada. The skyshow has eliminated the noise that disturbs wildlife as well as the pollution — heavy metals, toxic waste — that traditional pyrotechnics allow in Lake Tahoe.

We are working closely with local partners to strengthen our community. We recognize that our endless recreation and responsible tourism are the cornerstones of our community’s economy, but we also know that a vibrant, year-round local economy also depends on entrepreneurs, investment in community infrastructure, and careful stewardship of our natural resources.

Board of Directors members and Travel North Tahoe Nevada professional staff love the organization’s commitment to destination management. Most importantly, they bring the skills and experience the community needs to develop high-value tourism and provide global leadership in destination management. A North Tahoe Nevada trip combines an understanding of the community’s history with excitement about a vision for the future.

The communities of Eileen Village and Crystal Bay are changing. The addition of Sierra Nevada University to the Nevada, Reno, system and the flourishing of new creative and entrepreneurial companies is bringing an explosion of energy and all sorts of exciting opportunities.

Access management will be the cornerstone of our future focused on sustainability. North Tahoe Nevada Travel is excited to move forward with the new brand to protect and enhance the destination experience for visitors and residents alike.
Andy Chapman is president and CEO of Travel North Tahoe Nevada.