Click to edit Master title style Visitor Services and Tourism Economic Cluster Meeting Facilitated by Doug Svensson, Trish Kelly, Kathie Studwell and Michael Ward April 22, 2010 Embassy Suites, South Lake Tahoe Lake Tahoe Basin Prosperity Plan

Click to edit Master title style Meeting Agenda Introductions Overview of Lake Tahoe Basin Prosperity Plan Review of Economic Clusters, Process, Schedule Recap of Environmental Scan – Issues, Opportunities, Barriers Validation of Cluster components Discussion and Identification of Priorities for Action Plan Development

Click to edit Master title style Project Background Regional collaboration to develop a Basin-wide economic prosperity strategy Address high rates of unemployment & seasonal employment, income disparities, workforce skills gaps, brain drain, environmental challenges, aging built environment, infrastructure gaps Goal – develop an action plan for a more resilient economy that enhances environmental quality, improves standard of living, grows local businesses and supports entrepreneurs

Click to edit Master title style Steering Committee Members Carson City, Nevada City of South Lake Tahoe, California Douglas County Nevada El Dorado County, California Lake Tahoe Community College Lake Tahoe School Lake Tahoe South Shore Chamber of Commerce North Lake Tahoe Chamber of Commerce Placer County, California Tahoe Regional Planning Agency Washoe County, Nevada Western Nevada Development District

Click to edit Master title style What is an Economic Cluster?

Click to edit Master title style What is an Economic Cluster? We are here

Click to edit Master title styleLake Tahoe Resident Population

Click to edit Master title style Lake Tahoe School Enrollment

Click to edit Master title style Lake Tahoe Basin Employment , Basin and Larger Region Comparable Data – Non-Farm Payroll Jobs Long-Term Trend, using change Counted at place of work (though workers may live elsewhere) Region may be gaining, but Tahoe Basin is losing jobs Region: +24% Tahoe: -6%

Click to edit Master title style South Lake Tahoe Gaming Revenues

Click to edit Master title style Key General Themes Declining population affects workforce, markets for goods and services, sense of community Lack of affordable housing is a drain on young talent and barrier to business growth; middle class families are priced out; high percentage of home owners are non-resident Demographic change, increasing skills gaps Traffic congestion a serious problem Aging existing development contributes to environmental degradation

Click to edit Master title style Tourism Trends Tahoe Basin is losing jobs compared to the broader region Gaming revenues are down in both South and North Shore as is employment Hotel occupancy rates have declined and at all- time low for Casino Corridor Sales tax revenue has declined Transient Occupancy Tax revenue has declined Traffic volumes have declined although commuter traffic has increased Workers commute long distances due to high housing costs

Click to edit Master title style Tourism Trends and Themes The most popular visitor activities are alpine skiing, gaming, sightseeing, fine dining, snowboarding and shopping Tourism generated $1.2 billion in direct spending in South Lake Tahoe (in 2006); almost 27% of jobs were in the leisure and hospitality sector Visitor spending in North Lake Tahoe generates over 60% of earnings and 2/3rds of all employment The population within a 4 hour drive is expected to grow 28% over next 14 years

Click to edit Master title style Tourism Context Gaming industry recognizes need for diversification and to “reinvent” itself, taking advantage of the unique amenities of the Lake Tahoe setting – to be an amenity rather than a driver Reno is planning a major “rebrand” of the region – Reno Tahoe USA in 2010 Tahoe Douglas Visitors Authority plans new campaign and strategic plan

Click to edit Master title style Key Overall Themes Build on the foundation of sustainability Create more mobility options (biking, walking, transit, other) Focus on job quality (living wage jobs with career pathways) Continued investment in infrastructure is needed, including technology (broadband) Develop a cohesive regional strategy Diversify, redevelop, revitalize – both the economy and the built environment – the private sector is innovating; shift in role for TRPA

Click to edit Master title style Cluster Process Identify key clusters and components Convene participants, validate cluster components Identify key issues, opportunities and barriers Identity key priorities Develop an action plan with key initiatives and strategies, led by champions Engage cluster partners including businesses, non-profits, government and support organizations

Click to edit Master title style Cluster Evaluation Criteria Size of contribution to economic base Future job creation prospects Ability to help diversify the economy Ability to enhance environmental quality Short term organizational capability Long term sustainability Unique to the assets of Tahoe

Click to edit Master title style Trends in Major Industries Declining Industries

Click to edit Master title style Economic Cluster Analysis

Click to edit Master title style Preliminary Cluster Groupings Visitor Services and Tourism Tourism Hospitality Entertainment/Cultural Resources and Amenities Recreation Historic Preservation Transportation (tours, moving visitors in and out, etc.) Recreational/Outdoor Apparel and Equipment Research and Testing

Click to edit Master title style Draft Cluster Findings Visitor Services is the largest cluster but it is declining and needs to restructure to thrive. Outdoor apparel and equipment product development do not appear to produce lots of jobs currently. Health care is also a large cluster. This sector offers opportunities to help re- brand the region as a wellness center and build on recreation amenities.

Click to edit Master title style Issues Fragmentation in marketing Blighted communities Need for improved access to public lands Need to rebrand/reinvent the region Gaming industry needs to reinvent itself Coordination across the region for synergies

Click to edit Master title style Opportunities Several lodging, resort and casino establishments have major redevelopment plans Leverage Arts and culture Create new venues Become more of a destination with more diverse amenities Focus on environmentally sustainable infill and redevelopment Connect recreation with wellness and healthy lifestyles Improve access to public lands

Click to edit Master title style Regional Opportunities Connect with food and wine products in West Slope and Nevada Grown – culinary tourism and visitor experiences Specific local targets for Douglas County include outdoor lifestyle manufacturers (surf boards, go-peds, etc.) – look at dual applications for manufacturing and tourism – in the areas of boating, kayaking, climbing, skiing, etc. Collaborate with tribal leaders

Click to edit Master title style Next Steps Form cluster work groups and prepare draft action plans – first meeting April 21 st to identify priority issues and opportunities; second meeting May 22 nd to develop draft action plans Prepare draft prosperity plan summer 2010 for review and input by agencies, the community and partners Launch implementation plan in fall 2010

Click to edit Master title style Contact Information Doug Svensson, ADE President Trish Kelly, ADE Principal Kathie Studwell, ADE Senior Associate, Michael Ward, Project Manager

Click to edit Master title style BUILDING THE KNOWLEDGE AND RESOURCES CLIENTS NEED TO REALIZE THEIR ECONOMIC AND BUSINESS POTENTIAL Lake Tahoe Basin Prosperity Plan