SOUTH LAKE TAHOE CATCHY CAMPAIGN TO LURE TOURISTS

"Travel Safely, Adventure Greatly," that's the tagline of a new campaign, called Sierra Safely, aimed at bringing tourists to South Lake Tahoe and Carson City, Nevada, this winter while focusing on public health safety, KCRA 3 News reported.

Tahoe has been deeply affected by tourism this year due to the novel coronavirus outbreak and the resulting public health restrictions. The region was closed to tourists in the spring, then overwhelmed with visitors in the summer.

Now, businesses aren’t quite sure what to expect for the coming winter, but they say they’re optimistic.

“To be honest with you, I don’t know what to expect,” said Adam Alicea who manages the restaurant Fire & Ice. “We’re hoping for the best. We’re going to prepare for a busy season, and we’re going to do our best to keep everybody safe while having fun at the same time”

That’s the focus of the Sierra Safely campaign, which is a collaboration between the South Lake Tahoe and Carson City visitors authorities, is funded by Douglas County CARES Act money.

“Our goal is to create some messaging that welcomes visitors back to the destination in a safe and responsible way," South Lake Tahoe Visitors Authority CEO Carol Chaplain said.

Businesses are on board with welcoming the winter tourists, even though it will certainly require changes to how they operate. Ski resorts are particularly anxious to reopen after the pandemic forced an early end to the ski season in March. As a result, many resorts, including Heavenly, are implementing new procedures with chair lifts and lodges.

“The focus this year is to stay open and stay open for the entire season, and that is why we put in those safety measures the physical distancing, the face coverings, the reservation system," Heavenly Ski Resort spokesperson Russell Carlton said.

At the same time, many restaurants have purchased additional heat lamps, expanded patio seating and are planning for more outdoor dining, even on those snowy winter days.

“Obviously after the sun drops, it does get pretty cold out here," Alicea said. "But with our heat lamps and all that stuff we’re going to put out here, hopefully, it’s going to be a little bit easier for people to be out."