Lake Tahoe needs work to lure foreign travelers
By Kathryn Reed
STATELINE – Tahoe doesn’t have it. It could. But it’s going to take a concerted effort for that to happen.
That was the message delivered Thursday by two women who know tourism.
The it is what it takes to be on the list of places foreign visitors want to travel to.
Caroline Beteta, CEO of Visit California and chairwoman of Brand USA, along with Denise Pirrotti Hummell, CEO and founder of Universal Consensus, delivered their views about the future of tourism and what Lake Tahoe must do to capture a greater share of the market.
Lake Tahoe continues to struggle to be a tourist destination that has it all. Photo/LTN file
In particular, the two spoke of the growing international market. Much of the focus was on China, where Beteta just returned. She was there with Gov. Jerry Brown on a mission to lure Chinese to the Golden State.
In 2012, Chinese travelers made more trips than people from any other country – 83 million. They spent $102 billion abroad last year.
Beteta said with the United States finally focusing on tourism, this should bode well for everyone. It used to take about 45 days for someone in China to secure a U.S. visa. Now it’s about five days.
But more needs to be done. Nikki Ekstein of Travel + Leisure magazine recently wrote, “According to a new survey conducted by the U.S. Travel Association, 43 percent of foreign travelers will tell their friends to avoid coming to the States. But it’s not cultural, culinary, or political differences that are turning off the international crowds—it’s our customs entry process, which 84 percent of visitors complain about and believe could be vastly improved. The survey polled 1,200 non-U.S. resident overseas travelers — of whom 1 in 7 missed a connection because of long customs lines.”
Even Beteta commented on how her travel plans were disrupted this week when American Airlines had to ground all of its planes because of a computer glitch.
For Tahoe, though, the advice is much simpler.
Hummell said how the sign Chocolate Nugget Factory would be confusing for the average international traveler. What’s a nugget? And how would they know shopping of some sort is available through those doors?
She showed pictures of the casino corridor and Park City.
“The center of town is not what I’m used to in mountain towns,” Hummell said of the South Shore.
The consultant suggested harmony with colors, installing quaint signs – even ones that are in English, Spanish and Mandarin, and putting in more lighting.
Guest relations need a drastic improvement, too, based on Hummell’s experience.
The speakers on April 18 also commented on how tourists want a locale where shopping is abundant – and that doesn’t mean multiple T-shirt shops. All one has to do is look at Las Vegas to see how shopping on The Strip is an activity unto itself.
The creation this summer of 20,000-square-feet of retail along Highway 50 as part of the stalled Chateau project is reportedly being marketed to businesses that would bring a different mix to the area compared to what exists today.
The state tourism agency is focusing on what it calls pillars. The five are: family fun, culinary, culture-entertainment, outdoor-adventure-recreation, and luxury-indulgence.
A series of commercials were shown, including the one filmed in 2011 featuring Olympians Julia Mancuso of Squaw Valley and Shannon Bahkre who grew up in Tahoe City.
“We should ride the coattails of outdoor adventure,” South Lake Tahoe City Manger Nancy Kerry told Lake Tahoe News after the forum. “When spending money on tourists you get a direct investment return.”
At the City Council’s first meeting in May the strategic plan will be discussed, which will include the topic of whether the city is doing its part to draw tourists to the area and working enough with the Lake Tahoe Visitors Authority.
“We know more tourists means more jobs,” Kerry said.
Hotel taxes in the city are up 26 percent from October through February compared to the previous year and sales tax for the last quarter of 2012 is up 13 percent from 2011.
The former number is definitely because of tourists, and the latter is partially tourists.
“Our job is to create a desire for the California experience,” Beteta told the group at Harveys.
After that, well, it’s up to the respective destinations to make it an experience people want to have again and one they want tell their friends about – in a good way. After all, word of mouth is still the best (or worst, depending on the message,) form of marketing.
The ONLY way Tahoe will be able to lure tourists from far away is to revive air service into the airport. Short of that, nobody in their right mind will fly into Reno and drive up to Tahoe. Air service into and out of Reno is horrific thanks to the airlines and their schedules. Couple that with the drive, and nobody in their right mind wants to put up with it.
We used to get a lot of travelers from South America and Asia. That came to a screeching halt with 9-11. They had to come on so many different airplanes to get here that they only went into locations with direct connections to their home countries.
We can’t change that portion, but for those that want to come all the way to Lake Tahoe we certainly can be more welcoming. When I worked at Caesars we had a list of employees that spoke a 2nd (or 3rd) language so they could be called upon when a guest was having trouble with English. The college used to give a quick foreign language class (3 months I think) on communicating with our guests in Spanish. I learned how to say phrases to them but didn’t understand back (but the guests were thrilled I tried).
We can also have materials at lodging places with directions and activities in more than 2 languages. It will be costly to change to accommodate but we can be prepared with service skills on how to help our foreign guests.
What I see doing a Tahoe related blog online is that Tahoe draws considerable interest worldwide. I get 1000s of followers from China, the middle east, and Latin America who seem highly interested in learning about and visiting Tahoe. We could easily market to these people, but lack of any reliable connection to an international airport kills any chance of them getting here.
A.B.— I don’t actually agree about the drive. I went out of my way to drive to Lake Como in Italy which doesn’t have an airport. The Lake, the history of the area and the quaintness of the hotels was the strong draw. Strolling through the street markets, lounging on the beach and enjoying the food made it all worth while.
The question needs to be how can we provide features and benefits for all tourists (not just gamblers and mountain bikers) to attract them from the Bay area or Reno.
What we need to think of is “IMAGE”. What image does someone get when they research Lake Tahoe. Is it a area rooted in the history? Is it an area with historic lodgings (homes and hotels) which might attract people to spend a few days? Is it an area which provides easy access to the water for someone who doesn’t want to swim or ski? What about during the Winter months.
We are currently advertizing to attract outdoor experiences (sking, biking, zip lining, hiking, etc.) and should also expand that to include Tahoe’s role in the “wild west” which is a big foreign draw. Where, in close proximity to the South Shore hotels, can I read signage talking about our lumber and fishing role with Virginia City, Mark Twain, the Pony Express, the wagon trains which created the Lincoln Highway (Hwy 50). Where can I find out about the steamships which used to travel the lake from North to South? Where are the stories about the characters who made this area (Billy Lapham, Starvation Smith, etc.)?
Think “IMAGE” and then drive that image into the existing businesses and new buildings. When you travel through other tourist places in the World the exterior of historic buildings are mainatained while the interior is modern with great amenities.
A first opportunity might be to make the “Chateau” a development which screams a connection to the past, to the Lake, to the mountains. Don’t let it become a strip mall with no character.
All your replies are great — you should establish a SLT Tourism Think-tank. I also think better access to the lake should be a priority… especially at the Stateline area for kayaking, swimming, paddle-boarding,e tc. instead of having to go to Lakeview Commons from your hotel. Maybe ferry service to Camp Rich & the Vahalla area (that is cost-effective). The Chateau development should create an image and not be a strip mall…. and until that whole property ownership issue is resolved, an effort to cover up the hole & rebarb & construct a platform-stage-event site, surrounded by mountain-themed eating, drinking, shopping and info stalls. Heavenly could offer mountain top concerts to compliment concerts offered at the Chateau event stage (which could also offer exhibitions of free-style ski & snowboarding training, and classes.)
I think LTCC should offer short, one-week classes for rock-climbing, and other sports & language training (like the ISSI Program).
You’ve got some more good ideas Irish Wahini.
The Stateline area has great access for kayaking, swimming, paddle-boarding and it has a ferry from Lakeside Marina which runs to Camp Richardson. None of this costs the city any money as the property owners in Lakeside Park who own the beach and marina land pay all the costs and have opened it for the public to use. They have for years but very few of us were aware of it.
Events like the Iron Girl and Tahoe Marathon and the Pro Vollyball tournament a few years ago use it for activites.
Every day throughout the year the beach is open. During the summer a fee is charged non-property owners to cover a portion of the costs of lifeguards, cleaning, garbage, playground equipment, restrooms, etc.
People from different countries do come to Tahoe, When they are planning a trip since they are coming from so far they hit multiple areas, they hit san Francisco, then drive to Napa, then go to Tahoe and Yosemite. It is rate that anyone coming from overseas is going to just one location they want to see it all. Many times on a Tour
Foreign tourists are nothing new to Tahoe. Years ago, Heavenly, the casinos and the airlines had ski/hotel packages for virtually every foreign country with air service to the U.S. Heavenly even had trail maps in Japanese. Once again, at Tahoe it appears necessary to reinvent the wheel.
Reloman—you are right. The goal is to get them to include Tahoe in their plans for something other than a roadside stop to take a photograph.
What? I thought that when we spent millions on schools, sidewalks, lights for the football fields and bike trails people would flock here.
Not to mention the new catch phrase and logos for the chamber
PS
I love the fact that people are starting to discuss access. Do you really think people go to Truckee for the round about?
Maybe it’s the four lane freeway and the airport!
Re comments by Tahoe Advocate…. Is Lakeside Marina the private beach where the beach restaurant is (bottom of Stateline & Park ave I think?). I have had a place at SLT for 23 years, and I don’t know anything about access to that private beach? I think the City should open it up as a public beach… That whole area of old motels, etc could be rejuvenated and be an alternative to Nevada Casino hotels and bring revenue to SLT. The LTVA $$ puts all the assets into the Nevada casinos and the City of SLT does not benefit or move forward on their own assets. The casinos put $ into our community, but only on their terms…. we need to enhance SLT assets (beaches, outdoors, etc…. and the casinos can hook on to our coattails insteac of holding us hostage).
I have served on City Commissions in the Bay Area — and I would be willing to serve on a citizens’ commission/committee for SLT to reinvent SLT. The current program is not working…. it seems to serve big business, and not revitalize the city & tourism opportunity(s). I used to bring skiers into Tahoe for several years from biotech…. I have an idea what folks want. Let’s open the doors and let some fresh air in to get some working ideas in place to make SLT functional. It is not that hard…. it just takes folks to sign on and move forward….. If community came up with functional ideas, probably the big bucks from Vail/Heavenly and the Casinos would jump onboard….. we can’t jump onboard their programs because they are limited.
Yes, Lakeside Beach is between Stateline and Park. It is and has been private property since the 1800’s and access was restricted, like the Meadows, to property owners and their guests until about 20 years ago.
Today, Lakeside Beach allows the public access throughout the year. If you were down there today you would have seen between 50 to 100 people sitting on the benches, swinging on the swings, throwing footballs, kids playing on the playground equipment and people testing the temperature of the water. Most of these people are tourists. Today there was a group of about 20 tourists all speaking German. Permanent bathrooms are open when there is no danger of pipes freezing. The property owners also voted to pay for a porta potty during the months from October till May so beach goers have a toilet when city beaches don’t.
All this is done in spite of the fact that the non-profit corporation which owns the land (and is in turn owned by the Lakeside Park property owners) doesn’t have to provide access just like you don’t have to let people on your land.
As members of the South Lake Tahoe communicty the property owners felt this wasn’t right and now everyone can access this private property.
From October until May there is no request of the public to help cover the hundreds of thousands of dollars it costs to keep it clean, haul away the garbage the public leaves, pay for the toilets, pay the property taxes, pay the State Lands Department for beach front property, hire the lifeguards and maintanence people , etc. It is the only beach on the South Shore which provides lifeguards.
During the Summer months the owners ask that non-owners purchase a season pass (owners pay their share through their Lakeside Park Association bill throughout the year) or purchase a day pass which helps cover the operating costs. Again, it is non profit and only pays expenses.
The city pays nothing but the public has access to the beach in a location which is within walking distance of the main tourist area. This is an advantage to the city as they collect property tax without maintanence costs like their other beaches. This is an advantage to the State as they collect a State Lands fee. This is an advantage to every taxpayer as the city can spend your money on other things.
Go down sometime and check it out.
Of course you might have to pay to park as the city has decided to install paid parking at this privately owned beach starting this summer.