What’s the vibe this summer? If you’ve been feeling like folks are holding their breath, you're not wrong. There’s a palpable “wait and see” energy in the air, and it’s showing up in how people are traveling, spending, and engaging with small businesses across California.
But here’s the twist: we’re also expecting crowds, especially locals, and they’re coming in with clearer expectations—they want value, they want time to think, and they’re tired of fluff. A good place to start? EASY. Just make it easy.
Good reading: Wall Street Journal It’s Summer Vacation Time
We’ve been feeling it since January:
That means more of our summer traffic will be regional and local—people driving in from the Bay, the Central Valley, or SoCal looking for a change of scene without breaking the bank.
This summer, people are:
Your takeaway? This is a value-first summer. That doesn’t mean “cheap.” It means thoughtful, intentional, and transparent. Packages that feel smart. Prices that feel fair. And experiences that feel worth it. Sprinkled with a bit of easy for that above and beyond experience.
This is the part nobody’s really talking about—but it’s everywhere. “Waiting for the other shoe to drop” probably sometime close to November if we’re lucky. Recent events this week could make life more difficult sooner.
You’ve probably felt it in conversations. That quiet, uncertain pause when someone says, “We’ll see how the next few months go.” It’s showing up in:
In short, people are guarded. We’re all feeling a little nervous—about the economy, about the world, about what happens next.
That doesn’t mean panic. It means we need to meet people where they are—with clear, reassuring, practical messaging that helps them feel grounded.
Here in the Tahoe-Truckee region, we’re always a bit of an exception. Our seasons, our rhythms, our people—it’s a different clock. But that “local-first” traveler? They’re coming. And they’re looking for:
The key is to make it easy for them to say yes. That means clear calls to action, helpful comparisons, and fast answers to “what’s included?”
Tahoe always seems to weather these intense storms. Yesterday’s thunderstorm with force was a reminder that the weather can turn quickly and with disastrous results. Be ready to fold up the umbrella quickly and head for cover. Make plan B easily accessible with a bit of unexpected fun. Yesterday, my band, “Touch of Gold,” was performing outside at The Donner Parks - Legacy Day. Within minutes of the hail and lightning storm arriving, we had pivoted to a cozy spot indoors and gave a wonderful, intimate acoustic performance to some very weary travelers. We all walked away with an easy sense of contentment rather than disappointment.
My advice: Stay light on your toes this summer and dance your heart out. The reason people come back every year? Us, the people of Tahoe. Whether residents, second homeowners, or regional day travelers, we are the heart and essence of Tahoe.
May our blue skies and sunshine bring joy to your journey this summer.
If there is a topic you’d like to hear more about, by all means, comment below or direct message, and I’ll do my best.
Nothing better than a good question to jump into.
Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com
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Trina Gold
Master Creator
