As The Danger Recedes, Lake Tahoe's PR Machine Kicks Into High Gear

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Lake Tahoe - Angora Fire Site 27-June-2007

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It's a fire sale!

Not really, but you get the idea?

As crews work diligently to control the remaining embers of a near disaster, so too the emergency personnel of the local economy are working hard to fight another potential disaster. The Angora Ridge Fire has brought a lot of media attention to Lake Tahoe just as this resort community was gearing up for the peak summer vacation season. With little time to recover, local economic leaders are already beginning to react.

July Fourth will mark the official beginning of summer. Compared to ski season, which was virtually non-existent last year, summer is (for local businesses and residents) "the Big Season."  It's just around the corner. Occupancies for this resort town typically run 60% midweek and 100% on the weekends, straight through mid-October.

The mainstream media will always zoom in and focus on the drama, panic and tragedy. I'll put emphasis on the words, "zoom in and focus." Because that's exactly what is happening. Many reservation agents are having to answer calls like, "Are you OK? Is Tahoe burning down?" The camera is so tight, they miss the fact that Lake Tahoe is bigger than the area of the fire.

Did you know Lake Tahoe contains over 39 trillion gallons of water?!

What, me...worried?!

Now that the action has died down and cameras begin to point elsewhere, the local PR machine also wants to make sure you do not miss the bigger picture outside the frame. It will be very important in the next week or two that the news continues to show the positive stories and the wider angles.

Is it safe to come to Lake Tahoe?

Of course.

The area of the fire is approximately 3100 acres (about 5 square miles) and is in an isolated area on the edge of town, 5-10 miles from most attractions.

• Fallen Leaf was saved


• Camp Richardson is unscathed


• Heavenly is beautiful


• Emerald Bay is a Jewel


• All major highways into Lake Tahoe are open

There are over 1,800 firemen on the line, or on stand by.  2 close calls and otherwise no injuries. Unprecedented in my mind. They are doing an extraordinary job. Control over the fire and the light winds we've been experiencing are helping the overall situation. The air has pretty much cleared up,  things are looking very good.

Personal losses? Uncalculated at this time. Over 200 large family homes were lost and many of those affected are only beginning to view the areas where their homes once existed. However, the community is coming together to help each other, like at no other time. Most of the local resorts have opened their doors to many of the evacuees, providing comfortable places to stay. Others have simply donated time and effort to make sure everyone one is taken care of.

Events will continue to go on, as scheduled. The Lights on the Lake fireworks display is always the best show this side of the Mississippi. The upcoming American Century Celebrity Golf Championship will also bring some additional media attention to Lake Tahoe. In the meantime, many of the resorts here in town will be watching the phones for the next 10 days.

Ron A. Parker

South Lake Tahoe, California


 

6/30/2007 11:15am 

70% Containment  - Fire crews are working the surrounding areas of the burn up to 500 feet. A demobilzation effort in underway. There were 2,174 firefighters working the fire by Wednesday. The number of firemen and fire trucks in town has visibly dropped by about 60% since yesterday. 

The word is getting out that Lake Tahoe hasn't burned down...

In reality, if you are planning to come up for the Fourth of July, you do not want to miss this show. This will be one of the best Fireworks shows in years. There is no doubt that this show will be dedicated to firemen (and women too!) who are the true heros of the Summer of 2007.