FALL 2011
TruckeeTomorrow n
Creating Economic Prosperity
What is Truckee Tomorrow?
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ruckee Tomorrow – Creating Economic Prosperity, is a collaborative economic development initiative led by the Truckee Donner Chamber of Commerce in partnership with the Town of Truckee and the Truckee Downtown Merchants Association (TDMA) In November of 2010, a small group of 37 leaders were brought together for a series of four facilitated meetings. Over the course of four months, highly regarded facilitator Pam Hobday led the committee of leaders and visionaries through stimulating dialogue and conversation designed to identify key economic opportunities and challenges, and determine implementable projects – keeping both short and long term in mind. “This was not just bringing together people to talk – we had highly defined deliverables. This group clearly identified priority projects that can lead to greater prosperity for Truckee and the region,” explains Tonya Beyer, Chamber Board Chair.
THE PRIORITIES IDENTIFIED INCLUDE: n
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Downtown Truckee improvements – creating a more appealing atmosphere Enhanced marketing of Truckee – creating a “bigger voice” for Truckee and the region Business retention and recruitment – with a focus on second homeowners Transportation – leveraging Truckee’s position as a gateway to the region
The committee consisted of diverse industries such as ski resorts, health care, developers, construction, commercial real estate, small business, and financial. Most, if not all, of the committee members have committed to continued efforts on these projects. “The Chamber was the energy behind bringing this group together to create the vision and the projects,” explained Beyer. “We will continue to work with our partners, committee members, and the community to continue the momentum and ensure the level of engagement continues. We are all very excited about the positive energy and collaborative spirit that infused this effort.”
PRIORITY PROJECTS: GOALS & PROGRESS
DOWNTOWN TRUCKEE IMPROVEMENTS
Goals: n Create downtown Truckee to be the premier visitor destination in the North Lake Tahoe region n Provide facilities, gathering places and amenities that regularly attract locals and visitors to downtown Truckee n Enhance the parking and pedestrian experience in downtown Truckee Progress to date: n Town Square – In conjunction with the Depot Streetscape Project, a Town Square was preliminarily discussed. Downtown Specific Plan Update (to begin this fall) could focus on further development of such project n Depot Streetscape Improvement Project – project underway, complete this season n McIver Roundabout to Gateway sidewalk – project underway, complete this season n Bridge Street Streetscape Improvement Project completed n Carmel Gallery Streetscape Improvement Project completed n TDMA continues downtown landscaping of planters, cleaning and maintenance of newsracks and trash cans n Parking Working Group recommendations to begin implementation this fall n Hotel Avery MOU in place with Town; Railyard Project (request pending) n Town Downtown Streetscape Improvement Loan and Historic Preservation Financial Assistance Loan Programs in place n Downtown Truckee Historic District signage installed on Interstate 80 directing traffic downtown, as a result of Truckee’s placement on the National Register of Historic Places n Good Morning Truckee’s May 10th presentation focused on Downtown Truckee improvements including the Hotel Avery, Railyard Project, and TDMA activities
ENHANCED MARKETING
Goals: n Develop Truckee “brand” and build long term business and marketing strategy around it n Increase the number of visitors frequenting Truckee, with a focus on lengthening the duration of their stay n Expand awareness of Truckee’s unique attributes including downtown, dining, outdoor recreation, ease of access, quality of life Progress to date: n Significant energy and resources were spent toward co-op marketing efforts in conjunction with the Amgen Tour of California n Partnered with TDMA on Amgen Tour-related events; production, printing, distribution of downtown Truckee rack card and brochure n The 2011 Official Truckee Visitors Guide was produced by the Chamber that included 2-page feature on Zagat-rated restaurants (suggestion made in Truckee Tomorrow discussions). n TDMA-produced Truckee Thursdays completed its 10-week summer run with over 2,000 people in attendance each week. Several testimonials to its success for entire community. One business (located out of downtown core) can attribute at least five sales of over $10,000 directly to Truckee Thursdays participation n Downtown events, in partnership with TDMA, to take place this fall include Downtown Truckee Wine, Walk & Shop, and Historical Haunted Tour. In addition, First Fridays continues and new events are planned by TDMA for Halloween and Holiday Season. PAGE TWO
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The 3/50 Project, local buying program, continues to be promoted by Chamber Chamber and TDMA in discussion for enhanced collaborative downtown-specific marketing projects Initial discussions with North Lake Tahoe Resort Association for marketing and visitor services project partnerships Tourism committee, including identified stakeholders, will begin discussions on expanded marketing efforts/resources this fall
BUSINESS RETENTION/RECRUITMENT
Goals: n Conduct research and analysis about business retention needs in the Truckee area n Establish immediate strategies that will enhance business retention n Actively recruit second homeowners who have businesses elsewhere to extend their time in Truckee by facilitating their ability to conduct business in Truckee n Analyze strategies used with recruitment of new businesses by Sacramento Area Commerce and Trade Organization (SACTO) and either model their processes or join their organization to formally establish core recruitment of the appropriate businesses to Truckee. Progress to date: n Town Small Business Loan Program in place n Town First Time Homebuyers Down Payment Assistance Program in place n Town New Business Start-up Program, that includes streamlined tenant improvements, in place n Truckee business Coffee Connection Business Retention monthly meetings launched in August n Truckee Tomorrow joined SACTO (Sacramento Area Commerce and Trade Organization) in June n Good Morning Truckee’s September 13th presentation focused on burden to small business by government over-regulation
TRANSPORTATION
Goals: n Create a comprehensive transportation plan that focuses on a golden triangle connection for Northstar and Squaw Valley culminating in Truckee n Analyze and include a transportation hub located in Truckee similar to Park City n Consider a parking garage in transportation plan (to be located in Truckee) n Expand and improve on existing transportation Progress to date: n Analysis of existing reports and regional transportation plans has been done n Update and discussion with Truckee Tahoe Airport District on their general plan update and opportunities for community input with options for transportation hub at airport n Update and discussion on other mountain community transportation plans has been done n General discussions with Placer County n Initial discussions of funding sources to enhance the regional bus service n Key stakeholders working with Reno/Tahoe International Airport to enhance air service to region n Transportation sub-committee met throughout the summer and will receive a proposal to review for enhanced transportation for the 2012 winter season on September 29th. TRUCKEE TOMORROW
PROJECT HIGHLIGHTS
© Rob Retting
Below are more details on some of the previously mentioned Truckee Tomorrow activity.
DOWNTOWN IMPROVEMENTS
Parking Working Group Recommendations Implementation to Begin In June, the Truckee Town Council adopted the recommendations of the Parking Working Group. Some of those recommendations include: n Simplified instructions on pay stations n Free parking in Beacon lot with 2-hour limitation n Jibboom and West River Street rates reduced n Eliminate progressive rate structure downtown n Eliminate $2 minimum credit card payment n Beacon lot free for all-day employee parking with permit n Terminate the Catholic Church parking lot lease n Provide additional free parking opportunities on West River, Jiboom and Church streets as funding allows n Implement public outreach program regarding downtown parking The Town of Truckee, the Chamber and TDMA will be working together in the development a marketing/public outreach program.
DOWNTOWN IMPROVEMENTS
Downtown Truckee to Become More Pedestrian Friendly Over $2.5 million in improvements will be making historic downtown Truckee a more pedestrian friendly and visually appealing destination. A new project to improve the frontage of the historic train depot in the heart of downtown where the California Welcome Center and Truckee Donner Chamber of Commerce is located began September 6th. Improvements will include new sidewalks, landscaping and street furniture, as well as a new pedestrian crossing to create a safer connection from the train depot to the shopping and dining across the street. Earlier this summer, a similar pedestrian-friendly project was done in front of the Bar of America-Pacific Crest Restaurant, creating an outside dining venue, and the Truckee Hotel-Moody’s Bistro and Lounge. This connects to a recently created sidewalk with planters in front of Carmel Gallery. All projects have been created to honor the historic integrity of downtown Truckee. Also underway, is a pedestrian and bicycle connection from downtown Donner Pass Road to the east Gateway area.
DOWNTOWN IMPROVEMENTS
Downtown Improvements Discussed at Good Morning Truckee Forum The May 10th Good Morning Truckee presented a panel focusing on historic downtown, often referred to as “the heart rs mbe and soul” of Truckee. A panel of speakers Cha ncil kee Town Hall, Cou 7:00-8:30am • Truc ort Road, 2nd floor included Art Chapman of JMA Ventures, 10183 Truckee Airp developers of the Hotel Avery; Rick Holliday ntown Truckee” of Holliday Development, developers of the “The Future ofFEATDow URING: Railyard Project; and Alyssa Westenburg, Art Chapman y l Aver JMA Ventures - Hote President of the Truckee Downtown Rick Holliday Railyard ent - The Merchants Association. The panel provided Holliday Developm rg Alyssa Westenbu ciation – n Merchants Asso an update on their developments; the role Truckee Downtow n ntow Dow All Things members ber these developments can play in creating cham $8 • • $10 Open to the public tal breakfast Includes continen a sense of vibrancy downtown; and what on, For more informati at contact the Chamber Sponsored by: is currently being done to market and or 57 530-587-27 m email info@truckee.co promote downtown.
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TRUCKEE TOMORROW
Good Morning Truckee is a community forum presented by the Truckee Donner Chamber of Commerce to provide timely and relevant information on a variety of topics and create a networking opportunity. Good Morning Truckee is open to the public – everyone is invited. It is held the second Tuesday of every month at Truckee Town Hall from 7:00–8:30am. Price at the door for general public is $10; You’re invited to Truckee Donner Chamber members $8 and … Truckee Busines includes a continental breakfast. s Coffee Connectio n Good Morning Truckee is presented by the Truckee Donner Chamber of Commerce in partnership with sponsors Citizens Dates set monthly ▪ 8:00-9:00 a.m. Bank, The Office BOSS, the Sierra Sun, Truckee Californ ia Welcom 10065 Donner Pass e Center 101.5FM Truckee Tahoe Radio, and the Road Town of Truckee. Additional sponsorships opportunities are available.
BUSINESS RETENTION
The Truckee Donn er Chamber of Comm the Truckee Down town Merchants Assoc erce is partnering with the Town of Truck the business comm iation (TDMA) to ee and open up a dialogue unity and the Cham between ber, Town and TDM A. Please join us for a small, informal to help us unde rstand how Truck gathering of Truckee businesses ee can for local businesses create a better environment to succeed. On a monthly basis, we will meet with busine dividual challenges sses throughout the and suggestions. We want to listen, we want Town to discuss your inbusinesses does, we want to know what brought you to Truck to hear what each of your Truckee — and if you’re looking to expan ee, what keeps you in d or move, what would If you are interested keep you in Truckee. in more about it, please being invited to a future Coffee Conn Lynn@truckee.com contact Lynn Saunders at (530) 587-2 ection, or to learn . 757 or e-mail Lynn Saunders Tony Lashbrook President/CEO Alyssa Thomas Town Manager Truckee Donner
Coffee Connection Invites Feedback from Small Business Economic conditions are forcing companies to rethink every aspect of their operations. Many businesses are facing issues that directly impact their ability to survive in difficult market conditions. On a monthly basis, the Truckee Donner Chamber of Commerce, the Town of Truckee, and the Truckee Downtown Merchants Association will invite a few businesses for a small, informal gathering to help us understand how Truckee can create a better environment for local businesses to succeed. “This program is all about hearing about individual challenges and suggestions. Its learning what we have, what problems there may be and what we can do as a business community to make it better,” said Lynn Saunders, President/CEO of the Truckee Donner Chamber of Commerce. “It’s not just meeting and listening to what people need, but being able to respond to that,” said Saunders. “We are not selling Truckee, we are not selling the chamber. We are having them come in because we want to listen, we want to hear what each of those businesses does, we want to know what keeps them in Truckee, and if you’re looking to expand or relocate, how we can make that easier,” “It’s about expanding the dialogue between the business community and the Town with a focus on the needs of business in these tough economic times,” said Tony Lashbrook, Truckee Town Manager. If you are interested in being invited to a future Coffee Connection, or to learn more about it, please contact Lynn Saunders at (530) 587-2757 or e-mail Lynn@truckee.com. Chamber of Comm
erce
Creating Econom
ic Prosperity
Town of Truckee
President Truckee Downtown Merchants Associa tion
Truckee Tomorrow is an Truckee Donner Chambe economic development initiative in partnership with the r of Commerce, the Merchants Associat Town of Truckee, ion, to identify and and the Truckee Downto impleme for Truckee and the region. For more informa nt strategies to create economic prosperi wn Donner Chamber of Commerce at 530.587. tion, contact Lynn Saunders at the Truckeety 2757 or e-mail Lynn@t ruckee.com.
BUSINESS RETENTION
Government Deregulation Discussed at Good Morning Truckee The September 13th Good Morning Truckee featured two speakers discussing the financial burden on California businesses, particularly small businesses, brought about by over-regulation. Good Morning Truckee brought two speakers together to engage in a dynamic discussion, moderated by Jeff Ridgel, owner of The Office BOSS, about what is being done to help small businesses to succeed with limited government interference. PAGE THREE
PROJECTS HIGHLIGHTS
California Senator Ted Gaines has introduced “Red Tape” legislation that aims to reduce the number of existing regulations by one-third. Karla Lyngvar, CEO and co-founder of the Small Business Economic Impact Alliance (SBEIA), helps small businesses thrive and grow, gather and share information, and promote small business legislation in California. Local action suggested by moderator Jeff Ridgel included: 1. Identify local regulations that are “a problem” 2. Review each “problem” regulation, and ask: * is this regulation impacting small local businesses? * why was it adopted? * can it be reformed or eliminated? * what is the likely outcome? 3. Revise regulations: work with the town on adopting change that may lead to a better business climate
BUSINESS RETENTION
Assisting Clear Capital with Much Needed Parking Space Over the past several years, Clear Capital has experienced consistent growth and has expanded to several buildings within Pioneer Commerce Center. This growth has increased the number of employees working at this location, resulting in near-capacity parking conditions throughout the Clear Capital parking areas. As a shortage of employee parking could limit Clear Capital’s ability to continue expanding its number of employees in the future, Clear Capital requested that the owners of Pioneer Commerce Center construct an additional 72-space parking lot to accommodate the increased employee parking demand. As a result, the owners of the Pioneer Commerce Center approached the Town with a proposal. In exchange for additional parking spaces in a designated open space area adjacent to an existing parking lot, the Pioneer Commerce Center owners would transfer the open space requirement to another property they owned on Levon Avenue, directly south of the Town-owned property commonly referred to as the Sled Hill adjacent to Donner Pass Road in the eastern Gateway Area, and “gift” this property to the Town as permanent open space. The Town Council approved this “swap”, resulting in a “win-win” for all parties involved. This land swap is an example of the Truckee community working together to accommodate local business growth, while preserving open space in the process.
The following leaders participated in the initial series of meetings: Anderson, Richard – Town of Truckee Backlund, Kaitlin – Mountain Area Preservation Foundation Baird, Jeff & Patty – Cedar House Sport Hotel Beyer, Tonya – W&T Graphix, Truckee Donner Chamber of Commerce Carpenter, Steve – Contractors Association of Truckee Tahoe Chapman, Art & Colleen – JMA Ventures Coleman, Ed – Pacific Crest-Bar of AmericaPianeta’s PAGE FOUR
Cross, Andrew – Truckee Tahoe Lumber Company Davisson, Pat – Contractors Association of Truckee Tahoe Dee, Carolyn – Squaw Valley USA Eagan, Kathleen – Member-at-Large Etnyre, Robb – Tahoe Donner Association, Truckee Donner Chamber of Commerce Ferree, Laura – Truckee Family Resource Council Frisch, Steve – Sierra Business Council Gonzales de Valley, Adela – Truckee Family Resource Council Hobday, Pam – Pamela Hurt Associates
Below are more details on some of the previously mentioned Truckee Tomorrow activity.
BUSINESS RECRUITMENT
SACTO – The Inside Track Truckee Tomorrow joined SACTO in June. SACTO (Sacramento Area Commerce and Trade Organization) was founded in 1975. Its mission is to recruit and grow high-value investment in the Sacramento region. It serves as the region’s leading facilitator of economic development. It brings together the organizations, information, and resources in the pursuit of jobs, talent, and investment needed to ensure regional prosperity and global competitiveness. Over the last 35 years, SACTO has assisted hundreds of companies locate and expand in the Sacramento Region, generating billions of dollars of investment and strengthening our economy. Today the organization continues to create opportunities through focus and fulfillment of its mission. As a member of SACTO, Truckee Tomorrow will gain first knowledge of new company locations and expansions; attend SACTO annual events; opportunity for committee involvement; access to Center for Strategic Economic Research (CSER) for data services; subscription to all SACTO/CSER publications; listing in SACTO Membership Directory with detailed profile; be preferred vendor in proposals for prospects; have a featured link in The Insider “Industry Spotlight” section; and exclusive invitation to VIP reception at SACTO events.
Interested in Getting Involved in Truckee Tomorrow? Truckee Tomorrow identified four priority projects to focus on including: n Business retention and recruitment – with a focus on second homeowners n Enhanced marketing of Truckee – creating a “bigger voice” for Truckee and
the region
n Downtown Truckee improvements – creating a more appealing atmosphere n Transportation – leveraging Truckee’s position as a gateway to the region
Truckee Tomorrow is in the process of developing committees to tackle each of the four priority projects. If you have an interest or expertise in one of these areas, or want to get involved, please contact Lynn Saunders at the Truckee Donner Chamber of Commerce at Lynn@truckee.com or call 530-587-8808.
Holliday, Rick & Nancy – Holliday Development Kautz, Rob – Sugar Bowl Ski Resort Kucharski, Paul – Citizens Bank of Northern California, Truckee Donner Chamber of Commerce Lashbrook, Tony – Town of Truckee Loomis, John – Northstar-at-Tahoe Marshall, Kevin – Clear Capital Maurer, Julie – Squaw Valley USA Olivieri, Stefanie – Mountain Area Preservation Foundation Owens, Ted – Nevada County Ridgel, Jeff – The Office BOSS
Rock, Bill – Northstar-at-Tahoe Ryman, Chris – Member-at-Large Saunders, Lynn – Truckee Donner Chamber of Commerce Schneider, Maia – Tahoe Forest Hospital District Tirman, David – JMA Ventures Watson, Tom – Truckee River Associates Westenburg, Alyssa – Truckee Downtown Merchants Association, Truckee Donner Chamber of Commerce Wirth, Andy – Squaw Valley USA
TRUCKEE TOMORROW