California Business Minute™

Hi, I am Tim Johnson and welcome to the California Business Minute.

Earlier this Spring, the Placer County Office of Economic Development and three
tourism agencies the office works with: Placer Valley Tourism, the Placer County
Visitors Bureau and North Lake Tahoe Resort Association released the findings of
a study on tourism for the county..

The study identified tourism’s contributions during 2008, totaled $787 million,
earnings were $232 million and tax receipts for local and state governments were
$43.9 million. Earnings include wages and salaries, paid benefits and proprietor
income. The industry accounted for an estimated 9,460 jobs during 2008. Travel-
related employment remained relatively flat from 2002 to 2008, but spending grew
at an average rate of 3.8 percent per year. 

The study examines Placer County’s three main regions, making recommendations
for each:

•The Placer Valley is largely comprised of the cities of Roseville, Rocklin
and Lincoln. The study concludes the area is uniquely positioned for marketing
as a team sports and lifestyle destination under the leadership of Placer Valley
Tourism, saying such an approach links well with community-development efforts
and the promotion of travel and recreation throughout the county
 
•The Gold Country stretches from just below Auburn up to the High Sierra snowbelt.
The study emphasizes the area features a full range of outdoor recreation,
historical and cultural attractions that offer potential for significant tourism
growth. The study calls for more coordination among the organizations that market
the area

•The High Country includes North Lake Tahoe and the western slope of the
High Sierra within Placer County. The study notes the area has internationally
known destinations such as Lake Tahoe and world-class ski resorts and a model
tourism-development organization, the North Lake Tahoe Resort Association. The
study stresses the need to maintain support for the resort association and
promotion of the area.

I am Tim Johnson and this has been the California Business Minute.

A copy of the tourism study is posted on the Office of Economic Development’s
Website. To view it, first go to Placer County’s homepage at www.placer.ca.gov.
Click on the “Economic Development” icon under “Business Services” on the right
side of the homepage. When Economic Development’s Website appears, click on the
“2009 Placer County Travel Industry Assessment” under “Quick Links.”