Industry news
Truckee Town Council Approves TTBID Rate Adjustment to Strengthen Lodging Demand
On February 10, 2026, the Truckee Town Council unanimously approved Visit Truckee-Tahoe’s Annual Report and adopted Resolution 2026-03 restoring the Truckee Tourism Business Improvement District assessment rate to 2%, effective July 1, 2026.
This adjustment restores the TTBID rate to its original 2% level. In 2021, Visit Truckee-Tahoe voluntarily reduced this rate to ensure the passage of Measure K, creating a vital funding stream for workforce housing—a priority we continue to champion. Restoring the rate now ensures Truckee’s lodging community remains competitive as the market stabilizes following the pandemic surge.
A Market in Transition
Truckee’s lodging market has entered a normalization phase. Gross lodging revenue is currently approximately 8% below the FY 22/23 peak. This shift translated to roughly a $650,000 reduction in TOT revenue for the Town.
At the same time, Visit Truckee-Tahoe’s program budget has declined by 40% since FY 22/23.
While the market has stabilized, competition has intensified. Out of 112 California TBID districts, Truckee ranks in the bottom 11% with a 1.25% rate, while peer mountain destinations invest 5 to 12x more annually in destination marketing and management.
Restoring the rate to 2% returns Truckee to a more competitive position while remaining within the range authorized in the adopted 2025–2035 Management District Plan.
Focused on What Lodging Partners Need
Visit Truckee-Tahoe’s strategy is centered on supporting overnight demand and improving performance during need periods.
Driving Shoulder Season Occupancy
66% of media spend is directed toward spring and fall. All press trips, influencer visits, and VTT supported events are scheduled during off-peak windows to support occupancy without increasing peak-period strain.
With restored capacity, VTT will:
- Expand shoulder season event support to drive off-peak demand
- Increase midweek demand through meetings and groups
- Maintain year-round premium advertising and targeting in key markets
- Invest in visitor communication and education that supports the guest experience
What 2% Means for Guests
The adjustment represents a modest change at the consumer level.
For a $300 nightly rate, the difference between 1.25% and 2% is $2.25 per night. On a three-night stay, that is $6.75 total.
The assessment continues to be paid by overnight visitors and collected alongside TOT through the Town’s quarterly reporting process.
Supporting the Broader Tourism Economy
Over 90% of visitor-paid tourism taxes directly support Town services and workforce housing through TOT and Measure K. A stable and competitive lodging market is essential to maintaining that funding.
In addition, VTT has asked Council to explore STR optimization strategies to improve utilization of existing permitted inventory. The focus is improved performance, not expansion.
The rate adjustment followed public presentation, Council deliberation, and a formal public comment process before unanimous approval on February 10, 2026.
Official Documents
Watch the Council Deliberation
On February 10, 2026, the Truckee Town Council deliberated on the TTBID Annual Report and the requested rate restoration. You can watch the presentation and the unanimous Council approval below.
Frequently Asked Questions (FAQ)
When does the 2% rate officially take effect?
The adjusted rate of 2% applies to all lodging stays occurring on or after July 1, 2026.
What if a guest booked their stay months ago for a date in July?
The 2% assessment applies to the date of the stay, not the date of the booking. If the stay occurs on or after July 1, 2026, the 2% rate must be applied and remitted to the Town, regardless of when the reservation was made.
How do I update this in my booking platform (Airbnb, VRBO, etc.)?
Most platforms allow you to set custom tax or assessment rates. We recommend updating your settings by June 1, 2026, to ensure all new bookings for the summer season reflect the correct rate.
- Tip: Check your "Local Tax" or "Community Tax" settings within your host dashboard.
Is this the same thing as TOT?
No, but they are collected together. Transient Occupancy Tax (TOT) supports general Town services (like snow removal and trail maintenance), while the TTBID assessment is a dedicated fund managed by Visit Truckee-Tahoe specifically to support the lodging economy and tourism management.
Does this change how I report my quarterly taxes?
The process remains the same. You will continue to report and remit the assessment through the Town of Truckee’s standard quarterly reporting portal. The only change is the calculation rate (from 1.25% to 2%).