Ad space for the Official North Lake Tahoe Visitor Guide is available now! The Guide is distributed throughout North Tahoe, Reno, and Carson City and has an online presence in English and Spanish on www.gotahoenorth.com. This magazine highlights year-round experiences and businesses and promotes sustainability throughout the North Lake Tahoe region. 

North Tahoe Chamber members will receive $200 off the ad price. The deadline to reserve ad space is April 1.

The NTCA Board of Directors has approved a total of $625,000 to sponsor 41 events in North Lake Tahoe this year. Events that receive priority promote community vitality, environmental stewardship, and economic health in the region. Each event’s traffic management and sustainability plan are also evaluated, with organizers responsible for identifying and outlining how they will mitigate attendees’ impacts on the community and the environment.

View the Events

Traffic congestion in mountain towns is certainly nothing new — especially on weekends and holidays during the winter — but new data suggests the use of free-to-the-rider shared transportation options in the Lake Tahoe region is increasing.

“Simply put, if you’re in traffic, you are part of the traffic,” said Nettie Pardue, executive director of the Destination Stewardship Council. “Whether you live in Tahoe full-time or travel to the region to enjoy it for the day, the weekend, or longer, it’s up to all of us to do our part and use shared transportation options like TART Connect, Lake Link, resort shuttles, free park and ride services, or just simply carpool. All of these options are aimed at reducing the number of people traveling one person per car wherever they want to go in the region.”

As an example of progress, this year, from the season-opening through the holiday period, additional shuttles from both Tahoe City and Truckee provided service to Palisades Tahoe, which in total provided 2,977 rides as compared to 1,013 over the same period last year – 194% increase in use. Resort parking reservation programs have also improved conditions. At Northstar California Resort, they have had a positive impact on morning traffic during peak periods on SR-267 and Northstar Drive with 65% of all Village View parking reservations being made for vehicles with 4+ passengers.

The reinvestment of tourism-generated funding has also contributed to the expansion of the variety of free-to-the-rider shared transportation options available in the region. Here’s how to get around in anything but one car per person this winter:

North Lake Tahoe to Palisades Tahoe
Park and Ride: On weekends through April 14, 2025, park at the Tahoe City Transit Center and take a free shuttle to and from Palisades Tahoe. Shuttles are offered hourly starting at 6:30 a.m. in Tahoe City with a $10 food and beverage voucher incentive.

TART Connect: Daily on-demand winter service operates through April 6, 2026 throughout North Lake Tahoe (from Incline Village to the West Shore, plus Northstar and Olympic Valley). All zones in California operate from 6 a.m. to 11 p.m. and provide easy connections from home to the Park & Ride as well as all TART fixed route bus services. Incline Village and Crystal Bay on the Nevada side operate from 3 p.m. to 11 p.m. daily.

Mountaineer: Free, on-demand winter transportation is offered daily in Olympic Valley from 7 a.m. to 11 p.m. Service is offered Thursday through Monday from 7 a.m. to 11 p.m. in Alpine Meadows (plus Feb. 18-19), and daily between the two valleys from 5 p.m. to 11 p.m. through April 20, 2025.

Truckee to Palisades Tahoe
Park and Ride: On weekends through April 14, 2025, park at the Truckee High School fields/TTUSD parking lot and take a free shuttle to and from Palisades Tahoe. Shuttles are offered hourly starting at 7:42 a.m. in Truckee with a $10 food and beverage voucher incentive.

Truckee to Northstar
Park and Ride: On weekends through April 14, 2025, free shuttle service is offered to and from Northstar from the Lift Workspace parking lot in Truckee starting just after 7 a.m. Additional service will be offered Feb. 22-23.

TART Connect: In Truckee, daily on-demand winter service is offered through April 6, 2025 from 6:30 a.m. to midnight, and can connect to the Park & Ride.

North Lake Tahoe to Northstar
TART Connect: Daily on-demand winter service operates through April 6, 2026 throughout North Lake Tahoe (from Incline Village to the West Shore, plus Northstar and Olympic Valley). All zones in California operate from 6 a.m. to 11 p.m. and provide easy connections from home to the Park & Ride as well as all TART fixed route bus services. Incline Village and Crystal Bay on the Nevada side operate from 3 p.m. to 11 p.m. daily.

Truckee to Sugar Bowl/Donner Summit
Free daily service is offered between Truckee and Donner Summit through April 20, 2025 when Old 40 is open starting just after 7 a.m.

South Lake Tahoe to Heavenly
Lake Link: Free, on-demand transportation is offered daily in South Lake Tahoe from 7 a.m. to 9 p.m. Sunday through Thursday and 7 a.m. to 10 p.m. Friday and Saturday.

Public Transportation: Offered by the Tahoe Transportation District and funded in part by Tahoe Douglas Visitors Authority, fixed route bus service offered on the South and East shores of Lake Tahoe includes:

• 30-minute service is available along Hwy 50 from 6:30 a.m. to 8:30 p.m.
• Hourly fixed route services along Hwy 50 and into some neighborhoods from 6 a.m. to 7 p.m.
• Hourly local service between Stateline and Daggett Summit along Kingsbury Grade
• Regional commuter service between South Lake Tahoe and Minden/Gardnerville and Carson City via SR-207

Heavenly Resort Shuttles: With routes that start as early as 6 a.m. depending on direction, accessing Heavenly’s four base areas (two in California and two in Nevada) is easy from a variety of lodging properties and businesses in South Lake Tahoe. Heavenly Resort added seven new shuttle times this season, a new Lodging Route, and doubled frequency for the Kingsbury route. As a result of implementing parking reservations, carpool numbers are up to 63% of drivers.

“No one likes sitting in traffic, but every one of us has options when it comes to being part of the solution,” continued Pardue. “If you haven’t yet tried park and ride, TART Connect or Lake Link, or a good ol’ fashioned carpool, now is the time.

The full press release was picked up by media outlets including Powder, Snowbrains and Snow Industry News.

NTCA President and CEO Tony Karwowski shares his insights from the CalTravel Board of Directors Meeting.

As part of the NTCA’s advocacy efforts, I attended the CalTravel Board of Directors Winter Meeting in San Francisco last week. I participated in conversations related to destination stewardship, North Lake Tahoe’s hosting of the CalTravel Summit in October 2025, and more.

This forum also provided an opportunity for North Lake Tahoe to have a voice at the table as it relates to proposed legislative actions that can have impacts on the tourism industry and affect businesses in our region.

Other topics discussed include:

• San Francisco is working hard with new leadership to provide a safe, clean city with a thriving business community targeted at reviving the tourism industry. As San Francisco is a major entry point into Northern California for international visitors, North Tahoe will benefit from the success of tourism in San Francisco as international visitors return. 
• The two-year legislative session has opened. CalTravel is monitoring proposed legislative actions that have both positive and negative impacts on the tourism industry and preparing positions on the bills moving forward for the membership. At Advocacy Day on May 20, NTCA will join over 200 other Travel and Tourism industry representatives to meet with legislators and share the real-world impacts of the proposed legislation on our local businesses and communities. 
• Visit California gave an update on the statewide Destination Stewardship planning process they have been working on in conjunction with the 12 different tourism regions and representatives of those regions. As a partner involved in the High Sierra region planning effort, NTCA was able to bring themes that surfaced in our Lake Tahoe Destination Stewardship Plan development process. We also helped integrate regional priorities into the state-funded effort while highlighting relevant priorities like workforce housing, transportation, human impact mitigation, and environmental stewardship.
• CalTravel also highlighted CalTravel Summit 2025, which will be held at Everline Resort in Olympic Valley from October 6-8, 2025. This is their largest annual gathering, bringing over 400 travel and tourism leaders for three days of compelling speakers, interactive breakout sessions, and unique networking opportunities—all geared toward professional and personal growth. Through our strong partnership with CalTravel, NTCA was instrumental in bringing this iconic summit to North Lake Tahoe, allowing us to showcase our destination to the most influential travel professionals from across the state of California and beyond. There is a discounted rate for members who wish to attend. For more info, visit https://www.caltravel.org/upcoming-events and let us know if you would like to attend!

The North Tahoe Community Alliance is updating a strategic plan to support a thriving local economy while preserving residents’ unique quality of life, enhancing the visitor experience, and respecting the natural environment that makes North Tahoe so special. You have two opportunities to voice your thoughts and contribute to shaping the future of North Tahoe.

Take the NTCA Strategic Planning Survey

By taking five minutes to complete our Strategic Planning Survey, you’ll help guide the NTCA staff and board in making informed decisions that benefit our entire community.

Please submit your responses by February 21, 2025. Thank you for your time and valuable insights!

Join a Virtual listening session to share your insights

As part of the strategic planning process, the NTCA and our partner, the Coraggio Group, are conducting two virtual listening sessions to gather perspectives and insights from the community.

These focus groups delve into the NTCA’s future direction, challenges, opportunities, and partnerships around the region. Your unique perspective is crucial to ensure that our strategic plan is comprehensive, inclusive, and reflective of our community’s needs and aspirations. This is an opportunity to voice your thoughts and contribute to shaping the future of North Tahoe.

Join a focus group

Dates: February 10 and February 13
Time: 2:30-4:30 pm PST
Location: Online via Zoom
Facilitated by the Coraggio Group

For additional information, please email Jen Gray-O’Connor at jen@coraggiogroup.com.

Sara Van Siclen

Published in Moonshine Ink on December 12, 2024 >

As the snow begins to fall, many of us are eagerly planning our winter trips to the ski resorts. For years, the routine has been the same for residents and visitors alike: load up the car, drive to the resort, and look for parking for a day of skiing or snowboarding. But with the introduction of parking reservations at Northstar California Resort and Palisades Tahoe starting last winter, it’s time to consider an alternative: taking fare-free transit to the slopes.

This season presents the perfect opportunity to explore transit options. Not only do these services provide an environmentally-friendly, free, and convenient solution when resort parking is full, but they also offer a chance to connect with fellow skiers and enjoy a more relaxed, community-focused experience.

Last winter, the parking reservation programs at Northstar and Palisades helped stagger arrival times, easing congestion on weekends and reducing traffic on Highways 89 and 267. Tahoe Truckee Area Regional Transit (TART) has been supporting this change, offering fare-free and convenient transportation alternatives. By utilizing the TART Park & Ride program, TART’s mainline bus service, and TART Connect, skiers and snowboarders can leave their cars behind and take free transit to the resorts.

For visitors heading to Palisades, TART and Palisades Tahoe have teamed up to offer a free weekend Park & Ride program again this season at two locations: Truckee High School and the Tahoe City Transit Center. From there, passengers can catch a free shuttle to the resort. New for this season, the TOT-TBID Dollars at Work program, which reinvests revenue into the community, will be funding additional shuttles that will add service and reduce headways to every 20 minutes when traffic is flowing smoothly.

Palisades Tahoe skiers and riders are encouraged to use Mountaineer, the free, on-demand transportation service providing rides within Olympic Valley, Alpine Meadows, and between the valleys. For more details, visit mountaineertransit.org.

Northstar also offers a convenient Park & Ride service on weekends. Parking is available at Lift Workspace near the Truckee Tahoe Airport with free hourly TART service to Northstar. Additionally, supplemental shuttle services will operate on holiday weekends to accommodate the larger crowds expected on those dates.

Sugar Bowl and Donner Ski Ranch are joining the transit trend this winter with shuttle service between Truckee and Donner Summit. Starting this season, there will be free daily shuttle service from the Coldstream transit stop in Truckee to these resorts. Employees, visitors, and residents can catch a TART bus to the Coldstream bus stop or get an on-demand ride from TART Connect, then transfer to a shuttle that will take them directly to Sugar Bowl or Donner Ski Ranch. This new service offers a hassle-free alternative to driving up Old 40 or I-80.

In addition to Park & Ride options, TART Connect provides on-demand microtransit to help skiers make that first and last mile connection. TART Connect allows riders within a designated service area to request a fare-free ride from their home or rental property to the nearest shuttle stop. Simply download the app, schedule a pickup, and you’ll be on your way shortly. This added layer of convenience makes it easier than ever to leave your car at home.

These transit options are made possible through the collaboration of local organizations, including Placer County, the Town of Truckee, Tahoe Forest Hospital, Visit Truckee-Tahoe, Palisades Tahoe, Northstar, Sugar Bowl Resort, and North Tahoe Community Alliance.

By ditching your car and enjoying a more relaxed journey to your favorite ski resorts this season, you’ll also have the opportunity to enjoy the ride and connect with others on the way to the slopes. You might just find that the journey to the resort is as fun as the skiing and riding itself.

All schedules and route details are available at tahoetruckeetransit.com.

Sara Van Siclen is the executive director of the Truckee North Tahoe Transportation Management Association, a nonprofit dedicated to fostering public-private partnerships and resources for advocacy and promoting innovative solutions to the unique transportation challenges of the Tahoe/Truckee Resort Triangle. Sara lives in Truckee with her husband, son, and dog, Jax.

The North Tahoe Community Alliance Board of Directors endorses Cindy Gustafson for Placer County District 5 Supervisor. A 40+ year resident, long-time community leader and advocate for North Lake Tahoe, Cindy has deep passion for our region and is widely recognized as a “bridge builder” in our community. She is an effective communicator, an active listener to all sides of issues that affect our region, and a collaborative leader who works with all stakeholders to achieve the best outcomes on behalf of us all.

Cindy understands the economic engine of our region, the challenges and opportunities that come with it, and actively advocates for resources necessary to maintain a healthy economy, environment, and community. She has pioneered impactful initiatives including the creation of the North Lake Tahoe Tourism Business Improvement District, which has resulted in local control of how funds generated in our community are reinvested in our community. She is also responsible for leading the development and revisions of the short-term rental policy including ongoing management of STRs and utilizing resident feedback to develop and implement solutions.

Unsurprisingly, Cindy has the support and respect of other Placer County supervisors she works with. This is a testament to her integrity and ability to build consensus to get things done on behalf of our community. It also makes her unique in this role; no previous Eastern Placer County Supervisor has had the same level of support or ability to garner collective support on issues.

Cindy’s deep understanding of the priority issues in our community, tapestry of organizations, individuals, mechanisms available to collaborate with on these issues, and personal connection in the community are an unparallelled asset. Her voting record aligns with the pillars of the NTCA, and we believe she is the right person to continue leading as Placer County District 5 Supervisor.

NTCA remains focused on reinvesting revenues generated by tourism into impactful initiatives that address community priorities and benefit residents, local businesses and visitors. In total, over $25M was allocated last year through the TOT-TBID Dollars At Work program to make progress on workforce housing, traffic flow and transportation, trails and recreation improvements, litter and human impacts, accessibility and community enhancement. Read about the projects and programs that received funding in the 2023-24 Annual Report below.

Read the Annual Report Leer el informe anual

The California Travel Association announced that the North Tahoe Community Alliance received its 2024 Sustainability and Stewardship Award. The award recognizes a CalTravel member individual or organization that has successfully implemented sustainability and stewardship practices that enhance environmental health, manage visitor impacts, and improve the well-being of residents in their communities.

The NTCA was honored for its shift in focus from previously serving as a Destination Marketing Organization to becoming a Destination Management Organization focused on reinvesting tourism revenue into tangible solutions to benefit the natural environment and the community.

“On behalf of the NTCA staff and our board of directors, it’s an honor to be the recipient of this year’s CalTravel award for Sustainability and Stewardship. We have made tremendous progress in our community over the past several years as we’ve successfully begun reinvesting funds generated by tourism into local programs and initiatives that align with North Lake Tahoe community priorities, but we’re really just getting started. Our board and the committees we convene are actively committed to contributing to the triple bottom line of community vitality, economic health and environmental stewardship in our community.”

– Tony Karwowski, NTCA President and CEO

“The North Tahoe Community Alliance was recognized with the California Travel Association’s 2024 Sustainability and Stewardship Award because of their extraordinary and ongoing efforts to better manage outdoor recreation and tourism in their region. By reinvesting funds generated by tourism, they are making a difference as it relates to stewardship education, reducing litter, improving transportation, and advancing workforce housing initiatives that ultimately benefit residents, local businesses and the visitors of North Lake Tahoe.”

– Barb Newton, CalTravel President and CEO

The NTCA will be further recognized by the state association at its annual CalTravel Summit in September. Learn more about the NTCA’s efforts to leverage tourism revenues through the TOT-TBID Dollars At Work program below.

Learn More

The importance of the North Lake Tahoe Visitor Center continues to grow as evidenced by the increasing number of local business referrals and people visitor center staff have directly engaged with over the past year. In Tahoe City, Kings Beach, plus by phone, email and at events, visitor center staff engaged with almost 65,000 people, representing a 21% increase over the previous year.

Approximately 130 referrals to local restaurants and shops, historic mansions, campsites, museums and more were made every day of the year, totaling over 47,000 and representing a 19% increase as compared to last year. And, sales of merchandise sold through the visitor center, which includes the work of local artisans who often do not have their own storefronts, increased 39% in 2023-24.

With a permanent new visitor center coming online in Kings Beach mid-August, there will be even more opportunities to engage with residents, visitors, and support our local business community! Your TOT-TBID dollars are at work and we are proud to support the business community through these referrals.

Learn More about the Visitor Information Center here.