Truckee Hoteliers Meet for Fall / Winter 2025

MEETING ATTENDEES

Properties:

• Martis Valley Lodge: Kyle Overacker, Kirsten Lant, Ann Cotroneo
• Gravity Haus: Stefan Moore
• Springhill Suites: Tatum Hogarth, Spring Untalan

VTT Staff:

• Jackie Calvert, Executive Director
• Tracy Weingard, Director of Brand & Marketing

Guest Presenters:

• Truckee Chamber of Commerce: Jessica Penman
• Common Pine: Rikesh Patel

AGENDA

1. Roundtable News
2. Marketing Updates
3. Annual FY 24/25 Report
4. Lodging & Visitation Data
5. New Truckee Developments

Attendees shared insights on market performance, guest behavior, and operational trends heading into winter. Overall, summer delivered steady weekday business but softer weekends, with some hotels noting that aggressive rate strategies early in the season impacted demand. Guests are showing shorter booking windows and increasing price sensitivity, reflecting broader market shifts.

Conversation also touched on staffing challenges, particularly in housekeeping and front desk roles, with properties exploring new approaches to retention and cross-training.

On the operations side, hotels are looking at creative parking solutions, including third-party valet partnerships and modest self-parking fees, to manage space and strengthen revenue performance.

Finally, while Airbnb continues to compete for share, Truckee hotels remain confident in their advantage — offering professional service, reliability, and a consistent guest experience that continues to set the local lodging community apart.

Visit Truckee-Tahoe highlighted recent and upcoming marketing initiatives from the Hotelier Fall & Winter 25/26 Updates presentation:

• New Website: Driving a 218% increase in booking engine views and 488% growth in purchase revenue since launch.
• AI Trip Planner (Mindtrip): Usage up 593%, with 1,000+ itineraries built in just 60 days; now integrating direct booking through Ripe.
• Fall Media Plan: A $100K investment spanning Google, Meta, Expedia, and CTV — maintaining visibility through shoulder season.
• Winter Lodging Offer: The popular $150 Gift Card Promotion returns to drive early bookings and longer stays.
• New Visitors’ Map: A comprehensive branded guide showcasing Truckee’s trails, dining, lodging, and local favorites for guests on the go.

Visit Truckee-Tahoe’s FY 24/25 results reflect strong marketing performance across all channels, with notable gains in reach, engagement, and conversion. The organization continues to build momentum in driving sustainable, year-round visitation to Truckee. 

• 14.5M total impressions (+41% YoY) achieved despite a reduced media spend.
• 80.3K social followers, up 104% year-over-year.
• 396 PR placements reaching 5.1B UVM.
• 608K website pageviews (+18% from FY 23/24).
• Lodging referrals increased 67%, and direct offer conversions surged 371%.
• TART Connect usage rose 10 points YoY, highlighting growing use of sustainable local transit options.

Truckee Chamber’s Placer.ai data provides a broader look at community-wide visitation trends and how tourism patterns continue to evolve across the destination.

• FY 24/25 established a strong performance benchmark for tracking visitor engagement, marketing reach, and conversion.
• Visitation data shows that visitors consistently outnumber residents, reinforcing Truckee’s position as a visitor-dependent destination and the importance of continued investment in responsible tourism growth.
• Thursdays have become the busiest day of the week, now outpacing Saturdays during peak summer — a clear indicator of how popular community events like Truckee Thursdays can drive local vibrancy and visitation.

The Old Lumber Yard

Truckee’s heritage meets modern mountain living in this reimagined community hub on the former Truckee Tahoe Lumber Co. site (1931–2020).

• Phase I: Dining, fitness, art, and gathering spaces including Dopo Pizza & Pasta by Coffee Bar, Liv Studio, Alpenswing, Ryan Group Architects, and anchor tenant Fifty-Fifty Brewing.
• Phase II (pending approval): 3-story housing, 2-story event center, and a 10–12 room boutique hotel.
• Plans include outdoor events, public art, fire pits, and community activations that honor Truckee’s creative spirit.

Mtn Scout Hotel (Gray’s Crossing)

A 129-room boutique hotel blending contemporary mountain design with Truckee’s heritage.

• Amenities include a conference center, restaurant and bar, Tunnel 6 whiskey lounge, outdoor fire pits, hot tubs, and event lawns.
• Developed by Gray’s Crossing Hospitality and the Abbate Family, with construction by Huff Construction.
• Groundbreaking: June 2025; Opening: Early 2028.

Common Pine

Common Pine, presented by Rikesh Patel, shared an update on Truckee’s upcoming mass timber hotel planned for the Truckee Railyard Master Plan area.

Key project details include:

• 60 hotel rooms and 15 residential units
• 5,000 sq. ft. of food & beverage space, including a ground-floor restaurant and rooftop bar
• 2,300 sq. ft. of wellness space and rooftop pool with mountain views
• Commitment to sustainable timber construction, using local sourcing and innovative fire-resistant materials

Timeline: Permitting anticipated by 2027, with construction to begin shortly after and opening targeted for 2029

View Fall 2025 Presentation