North Lake Tahoe has seen a dramatic rise in the number of visitors this year... in what is usually a very slow time for business.
Events like this past weekends Ironman and other races have helped push visitation up over last year. Andy Chapman of the North Lake Tahoe Resort Association says per room revenue is up 80% and occupancy is up 40%. The association has focused on bringing in events during the slow season. Its single largest expenditure is marketing. Chapman says the money that is spent on marketing is returned by event visitors who pay hotel taxes known as Transient Occupancy Taxes or T.O.T.
“So it is really this reinvestment and the circulation of these dollars investing them into programs that relate back to driving TOT and visitation in the region,” said Chapman.
The hope is that those visitors decide to come back when there isn’t a big event too.