THINK LOCAL highlights the importance and impact of being a localist, and not just when it comes to shopping — it’s about services, restaurants, medical care, nonprofits, businesses, and even media.

THINK LOCAL is a signature on a statement saying we believe in Tahoe/Truckee and want to see a thriving community we all love.

Local Lifts


It’s time to put all the visitors and their cars to good use in Tahoe. That’s what ONE TAHOE, supported by the TAHOE TRANSPORTATION DISTRICT, is doing: exploring revenue options for meeting current transportation needs. Current projected funding falls short by $1.53 billion, but thanks to an extensive public process and support from groups like the LEAGUE TO SAVE LAKE TAHOE, the NORTH TAHOE PUBLIC UTILITY DISTRICT, and WASHOE COUNTY, ideas are being brainstormed to capture funding proposals, mechanisms for best capturing visitor contributions, and impacts of possible revenue on the regional economy.
Per the One Tahoe website, “recent studies have determined that there are about 50 million vehicle trips into, out of and within the Lake Tahoe Basin annually. Of these trips, about 75% are made by visitors and 25% are made by residents and workforce.”

Commuting or tourist-ing by foot, bike, or ferry puts folks on the ground among the shops of locals. By improving Tahoe’s transportation, people will more easily navigate the lake’s shores, not clogging the roads on the way up to the ski resort or heading to the beach. One Tahoe means one community working together.



Convenience versus community. That’s one of the biggest things Amazon has going for it — the ability to promise the just-ordered shiny new toy on your doorstep within two days, maybe even one, and all for a cheaper price than the mom and pop store on Main Street. Even folks over in Kentucky dealing with an Amazon fulfillment center in their very town, those whose businesses are being shouldered out by the ease of internet, would turn around twice and still order from the behemoth company (see Prime Anchor: An Amazon Warehouse Town Dreams of a Better Life in The New York Times).

To combat the free shipping and quick delivery, local businesses turn to the “buy local” movement, prioritizing transparency, embracing niches, and establishing a no-place-like-home(grown) attitude. Sure, the internet has come blazing through the 21st century, but there are people still out there who shop where they live and prefer it that way. Double down on personalization and show your appreciation in ways a guy who apparently makes $8.9 million an hour never will (here’s looking at you, Jeff Bezos).

The good news for businesses is that you don’t have to be everything to everyone. Hone in on what you love and that’ll shine through to your community. Know your industry inside and out, don’t spread yourself too thin by being too much.

You matter, and so do the businesses you love. Now get out there and show them.


  • Alex Hoeft

    Alex Hoeft joined Moonshine staff in May 2019, happy to return to the world of journalism after a few years in community outreach. She has both her bachelor's and Master's in journalism, from Brigham Young University and University of Nevada, Reno, respectively. When she's not journalism-ing, she's wrangling her toddler or reading a book — or doing both at the same time.

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