Andy Chapman: New brand reflects enhanced mission of Travel North Tahoe Nevada (Voices)

The role of tourism organizations is evolving rapidly.

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

The rebranding of the organization now known as Travel North Tahoe Nevada is more than a new name and new logo. It reflects the organization’s ongoing commitment to leadership of sustainable tourism initiatives at Lake Tahoe.

To be sure, the organization’s previous name — “Incline Village Crystal Bay Visitors Bureau” — didn’t exactly trip off the tongue, and the initials “IVCBVB” sounded like they might represent some obscure office in the bureaucracy of the federal government.

While the organization’s branding is new, Travel North Tahoe Nevada already has been deeply involved in development and oversight of efforts to create more sustainable destination experiences.

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

Travel North Tahoe Nevada was among the creators of TART Connect, the groundbreaking, free on-demand shuttle service that began last summer. Our organization’s commitment of nearly $400,000 to the program helped deliver over 258,000 rides (108,000 in Incline Village and Crystal Bay alone) that reduced traffic and pollution at North Lake Tahoe.

We launched The Traveler Responsibility pledge, a promise by visitors to visit North Lake Tahoe respectfully, responsibly and mindfully. Travel North Tahoe Nevada is a founding partner of the Stewardship Tahoe Council, a group of like-minded organizations and individuals with a goal of regional sustainability.

On Independence Day, the environmentally friendly SkyShow that wowed viewers with its 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 eliminated the noise that disturbs wildlife as well as the pollution — heavy metals, toxic wastes —that traditional pyrotechnics shows leave in Lake Tahoe.

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

Members of the board of directors and professional staff of Travel North Tahoe Nevada are passionate about the organization’s dedication to destination management. Even more important, they bring the skills and experience the community needs to enhance high-value visitation and provide international leadership in destination stewardship.  Travel North Tahoe Nevada combines understanding of the community’s history with excitement about its vision for the future.

The Incline Village and Crystal Bay communities are changing. The addition of Sierra Nevada University to the University of Nevada, Reno, system as well as the flowering of new innovative and entrepreneurial companies are bringing a burst of energy and the dawning of all sorts of exciting possibilities.

Destination management focused on sustainability will be among the cornerstones of our future. Travel North Tahoe Nevada is enthused to move forward under our new brand to preserve and enhance the destination experience for visitors and residents alike.
Andy Chapman is president and chief executive officer of Travel North Tahoe Nevada.