In Tahoe, we’re used to transitions. Snow to sun. Crowds to quiet. Shoulder seasons where the streets feel empty one week and overflowing the next. For decades, we’ve learned how to ride those shifts—adjusting hours, menus, and even our energy to match the rhythm of this place.

But in 2025, we’re facing another kind of shift. The country itself feels in transition, policies and forecasts changing fast, markets wobbling, consumer confidence fragile. It’s the same feeling we had during the early COVID months—not a panic, but a pause. People are waiting, watching, holding back before they commit.

And when the ground feels unsteady, businesses that lead with clear, steady information are the ones people trust most.

Tahoe Knows Shifts—Here’s What We’re Really Looking At

• Domestic spending is tightening.
• Small business forecasting is fuzzy.
• Customers are cautious, waiting for clarity.
• But people still crave connection—and still want to know what’s happening here.

We’ve weathered blizzards, fires, droughts, floods, and economic slowdowns before. Tahoe businesses know how to adapt. What’s different now is that the transition isn’t just seasonal—it’s national.

Why Information Is Marketing

During uncertain times, discounts or gimmicks don’t cut it. What people value most is reassurance. Broadcasting useful information builds trust and keeps your business relevant, even if customers aren’t buying today.

Think “public service meets brand message.” That’s what resonates.

Big Water’s biggest win for one of my clients was a simple video explaining how to navigate Tahoe during the pandemic. One video booked a resort for three solid months during the shoulder season.

5 Types of Content Tahoe Businesses Can Share Right Now

1. Timely Local Knowledge: Trail conditions, road closures, fire safety updates, community events. Be the business that keeps locals and visitors in the loop.
2. Clear Pricing & Policies: Show people what’s included, what’s flexible, and how you’re making it easier to book or buy.
3. Behind-the-Scenes Decisions: Talk about how you’re adapting—whether adjusting hours, offering locals’ nights, or adding easier online booking.
4. Ideas & Itineraries Share Tahoe tips: “A family day in Truckee for under $100” or “Best fall hikes after the first snow.” Give them reasons to come now.
5. Words of Encouragement: Remind people Tahoe is still Tahoe—beautiful, resilient, and worth showing up for.

A Lesson From Tahoe’s Past

During heavy fire smoke years, I saw local businesses thrive by becoming the voice of clarity: sharing air quality updates, where to find clean indoor activities, or which trails were open. People didn’t just remember those businesses for their products—they remembered the feeling of being looked after.

The same is true now. In times of transition, useful information is the strongest form of marketing.

Your Next Step

Ask yourself: What’s one piece of information you could post this week that helps your audience feel steady, informed, and connected to Tahoe?

Do that—and you’ll rise above the noise.

If you’d like to brainstorm what that could look like for your business, let’s talk—over coffee, a hike, or even just a quick call. I share information freely. I only ask to be paid when I do the work.

tgold@bigwaterci.com

Closing Thought

Tahoe has always adapted to change. Now we just have to apply that same resilience to a country shifting beneath our feet. Because when the market shakes, the clearest voices rise.

Trina Gold

Master Creator, Big Water CI

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