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Visit Truckee Tahoe presents TBID annual report as lodging revenue normalizes
Summary
Visit Truckee Tahoe reported 2023 visitor spending, adjustments to TBID spending toward brand promise, and a TBID renewal planned for mid‑2025; council approved the annual report unanimously.
Visit Truckee Tahoe (VTT), the TBID owners association, presented its 2024‑25 annual report to the Town of Truckee Council, reporting lodging‑driven visitor spending that underpins town revenue and outlining a strategic shift to brand development and shoulder‑season attraction.
"Truckee is a rarity...a living, breathing mountain community," Jackie Calvert, VTT director of tourism marketing, told council as she presented the TBID’s brand work and strategic plan. VTT reported that in calendar year 2023 about 500,000 visitor trips generated $244 million in visitor spending; taxable lodging sales were about $63.4 million and produced roughly $7.6 million in TOT. VTT said lodging revenue is normalizing after pandemic peaks, falling 11% from the prior year, and forecast further softening in FY 2024–25.
VTT told council it will direct more TBID funding this year toward brand promise and visitor attraction while continuing stewardship and experience investments such as TART Connect, visitor information, and targeted events to grow mid‑week and shoulder‑season overnight stays. VTT also noted a newly adopted advocacy policy, an eco‑lodging program and stewardship investments supporting trailheads and public amenities.
Carissa Binkley, the town’s economic vitality analyst, said the town will work with VTT on the TBID renewal process; VTT must seek renewal approval by assessed lodging properties before June 30, 2025. Council members asked about environmental stewardship, off‑season marketing, the effect of declines in lodging revenue and how the town can help improve airport‑to‑Truckee transportation. VTT said stewardship investments totalled about $828,000 to date and that TART Connect funding (about $590,000 to date) has been central to its work.
Council voted unanimously to approve the TBID 2024–25 annual report and tasked staff to continue collaborative work toward the TBID renewal and stewardship goals.
