LTVA Bulletin – July

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Welcome to the July edition of the Lake Tahoe Visitors Authority’s South Shore Bulletin. Our aim is to highlight tourism trends, strategies, initiatives, and programs that increase visitor awareness, support our community and environment, and strengthen our economy.

Familiarization Tour

Visit Lake Tahoe staff coordinated a familiarization tour in June, hosting nine highly vetted meeting planners from top target markets to explore what South Lake Tahoe has to offer for association, corporate, and incentive meetings. The three-day itinerary included an Event Center hard hat tour, lodging site tours, and participation in group activities, which resulted in first hand insights into the area’s diverse lodging and meeting options. Guided by LTVA’s Senior Director of Marketing & Business Development, Stuart Maas, and Sales Services Coordinator, Cameron Wiebe, the familiarization tour received additional support from OVG360 Sales Manager, Aline Thibodeaux, and representatives from Digital Edge (LTVA’s Marketing Agency of Record), who provided administrative assistance and captured multimedia assets for future marketing endeavors.

Sales Update

In June, LTVA’s Senior Director of Marketing & Business Development, Stuart Maas, attended the Meeting Professionals International (MPI) World Education Congress (WEC) conference, where he effectively spread our message and generated valuable connections. Stuart’s efforts in promoting South Lake Tahoe as a premier destination for meetings and conferences resulted in valuable connections with meeting planners and receptive tour operators. These connections have opened up new avenues for growth and solidified Lake Tahoe’s standing as a top-choice location for professional events. This is the first time the LTVA has attended this event, strengthening our ongoing relationship with MPI members and the foundation’s board.

Also in June, Director of Tourism, Juraj Sojka, participated in the Midwest Sales Mission with Travel Nevada, representing the Reno-Tahoe Territory. The mission concentrated on St. Louis, Chicago, and Minneapolis, based on airline connectivity to Reno-Tahoe International Airport. The events in each city saw attendance of more than 100 travel agents and travel advisors, including airline partners from American Airlines, Delta, and Sun Country, learning more details about the territory and the destination. The sales mission confirmed that Lake Tahoe is a very popular destination for all three markets and the demand is constantly growing, based on direct flight connections from Chicago and Minneapolis.

Media & Summer Creative Update

The LTVA Marketing Advisory Committee (MAC) recommended to the Board of Directors to approve the FY24 July through December Media Plan. The Board approved the $900,000 budget, which includes the goal of creating awareness and driving consideration for Visit Lake Tahoe in top feeder markets through a strategic integrated media advertising campaign, while driving traffic to the website and encouraging partner referrals. The plan targets nine established and emerging markets through a mix of media including digital, social, outdoor, email and advanced TV, aligning content based on audience.

The Summer Creative Plan was also approved and aligns content based upon our target audiences. Summer creative will be switched out to Fall and then to Winter, and will come back to the MAC and Board for approval prior to those seasonal changes.

The media buy is supported by other initiatives, including public relations, sales, and events, which are funded outside of the media budget.

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