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Overview
Basics
Basics
The Water Trail Multicultural Outreach Campaign and educational materials are designed to educate California’s diverse populations about water safety, stewardship, and responsible public access to human-powered paddling recreational opportunities using the public Water Trail launch/landing sites to help protect the watershed and shoreline plants and wildlife. Combining recreation with environmental protection, the Water Trail is a 72-mile water route along the shoreline that connects public launch/landing sites supported by educational wayfinding interpretive signage installed at 20 trailhead sites that include restrooms, trashcans, parking, paddle outfitters, and facilities.
Completed
2020
2020
2021
$268,820
Becky Bell (bbell@sierrabusiness.org)
12/11/2020
11/22/2021
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| Location Information | Location Notes |
|---|---|
Organizations
Organizations
| California Tahoe Conservancy (CTC) | Whitney Brennan - California Tahoe Conservancy (CTC) | |||
| Sierra Business Council (SBC) | Becky Bell - Sierra Business Council (SBC) | |||
| Tahoe Regional Planning Agency (TRPA) | Kat McIntyre - Tahoe Regional Planning Agency (TRPA) |
EIP Details
EIP Basics
EIP Basics
04.02.01.0018 - Lake Tahoe Water Trail Lake Access and Stewardship Outreach & Education Campaign
Performance Measures
Expected Performance Measures
Expected Performance Measures
| Educational and Interpretive Programs Produced | [Primary EIP Program: Sustainable Recreation], [Program Objective: Education and Interpretation], [Program Status: Delivered] | 8 | number |
| Educational and Interpretive Programs Produced | [Primary EIP Program: Sustainable Recreation], [Program Objective: Education and Interpretation], [Program Status: Produced] | 4 | number |
| People Served | [Primary Service Type: Education or Interpretation Program] | 72000 | number |
| People Served | [Primary Service Type: Education or Interpretation Program] | 32507 | number |
Reported Performance Measures
Reported Performance Measures
| Educational and Interpretive Programs Produced | ||||||
|---|---|---|---|---|---|---|
| 2020 | 2021 | Total | Units | |||
| Primary EIP Program | Program Objective | Program Status | ||||
| Stewardship | Education and Interpretation | Delivered | 1 | 8 | 9 | number |
| Stewardship | Education and Interpretation | Produced | 7 | 8 | 15 | number |
| Total | 8 | 16 | 24 | number | ||
Funding
Expected Funding
Expected Funding
$268,820
$268,820
$0
| Total | |||
|---|---|---|---|
| California Tahoe Conservancy (CTC) | $150,000 | $150,000 | $0 |
| Sierra Business Council (SBC) | $58,820 | $58,820 | $0 |
| Tahoe Regional Planning Agency (TRPA) | $60,000 | $60,000 | $0 |
| Grand Total | $268,820 | $268,820 | $0 |
Reported Expenditures
Reported Expenditures
| Total | 2021 | 2020 | |
|---|---|---|---|
| California Tahoe Conservancy | $150,000 | $75,508 | $74,492 |
| Sierra Business Council | $58,820 | $32,652 | $26,168 |
| Tahoe Regional Planning Agency | $60,000 | $40,000 | $20,000 |
| Grand Total | $268,820 | $148,160 | $120,660 |
Photos
20 LTWT Designated Launch Landing Sites with Signage
(Timing: During) (~515 KB)
2021 LTWT Map & Access Guide English version
(Timing: During) (~1,785 KB)
Access for all celebrated along the Water Trail
(Timing: During) (~2,426 KB)
2021 LTWT Map & Access Guide Spanish-Translated version
(Timing: During) (~1,088 KB)
Facility Paddler Access Signage
(Timing: During) (~391 KB)
2021 LTWT Stewardship Safety Brochure English version
(Timing: During) (~170 KB)
Kayakers identifying where to land to avoid Tahoe Yellow Cress
(Timing: During) (~3,046 KB)
2021 LTWT Stewardship Safety Brochure Spanish Translated version
(Timing: During) (~162 KB)
Lake Tahoe Water Trail for generations to come
(Timing: During) (~1,669 KB)
LTWT digital ad sample - Female Latino paddleboarder playing it safe.
(Timing: During) (~132 KB)
LTWT digital ad sample - Kayakers paddling safely near Nevada Beach.
(Timing: During) (~122 KB)
LTWT digital ad sample - Latino couple paddling safely in Emerald Bay
(Timing: During) (~129 KB)
LTWT digital ad sample - paddlers along DL Bliss coastline.
(Timing: During) (~124 KB)
Map & Access Guide
(Timing: During) (~199 KB)
Paddle boarder being a Tahoe Keeper along the Lake Tahoe Water Trail
(Timing: During) (~2,640 KB)
Planning a safe and responsible paddle outing at Watermans Landing at CA Tahoe Conservancy Site
(Timing: During) (~1,454 KB)
Tahoe kayaker using Lake Tahoe Water Trail waterproof Map & Access Guide.
(Timing: During) (~1,749 KB)
Tahoe paddler inspecting his gear for AIS
(Timing: During) (~2,904 KB)
Tahoe paddlers aware of other boaters along the Lake Tahoe Water Trail
(Timing: During) (~2,905 KB)
Tahoe paddlers playing it safe along the Lake Tahoe Water Trail
(Timing: During) (~2,963 KB)
Water Trail Logo representing Tahoe paddler culture steeped in stewardship, safety and responsible lake access.
(Timing: During) (~657 KB)
Other Details
Watersheds
No watersheds set for this project.
Threshold Categories
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In addition to the public lake access and socio-economic benefits, the multicultural educational recreation stewardship safety brochure, Map and Access Guide, Spanish-translated website and social media outreach are designed to motivate paddlers of all skill levels and physical and economic mobility challenges to be an essential component of the ecological preservation solution, and to enjoy low impact nature-based activity with health and wellness benefits to cultivate diverse future generations of conservationists.
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Campaign helps to launch a more user-oriented inclusive, equitable, and forward-looking conservation movement to protect, preserve, and restore natural systems in the Tahoe Basin. The educational materials and outreach campaign direct paddlers away from launching and landing on public beaches with Tahoe Yellow Cress and shoreline bird habitats along river outlets/marshes. It also positions the Water Trail as the natural communication stage to promote the user’s involvement to help prevent the introduction and spread of AIS into the watershed and surrounding water bodies by being Tahoe Keepers.
Local and Regional Plans
No Local and Regional Plans set for this project.
Related Projects
Related Projects
No Related Projects set for this project.
External Links
Notes
Notes
| 11/08/2021 12:36 PM | Becky Bell | 2021 Lake Tahoe Water Trail EIP Tasks and Deliverables: Task 1: Maps & Access Guide - Produce and Deliver (June to October 2021) Deliverables: - Produced 1,500 English & 1,000 Spanish-translated guides in 2021 - Delivered (distributed) 405 English Guides (June to October 2021) - Delivered (distributed) 150 Spanish-Translated Guides (June to October 2021) Task 2: Stewardship Safety Brochures - (June to Sept 2021) Produced and Delivered (distributed) 7,500 English & 7,500 Spanish-translated brochures (15k per year) Deliverables: a. Produced and delivered (distributed) 7,500 English & 7,500 Spanish-translated brochures (15,000 total brochures) in the Tahoe Basin at paddle shops, retail outlets, lodging properties, visitor centers, sponsors, Tahoe Family Resource Centers, Boys & Girls clubs, SOS Outreach, Truckee Gateway Mountain Center, lake-wide fire protection districts, US Coast Guard Tahoe Station, Reno/Carson City retail, lodging properties, and visitor centers, and four California Welcome Centers in San Francisco, Los Angeles, El Dorado Hills, and Truckee. Task 3 Outreach: Social Media, Advertising & Public Relations (February to October 2021) Deliverables: (February to Oct 2021) a. Social Media (Facebook, Instagram, Twitter) Total Impressions: 208,000 b. Advertising: (May to Sept 2021) 1. Digital Advertising (Google Ads, Facebook, Instagram) Total Impressions: 197,660* * NOTE: 2021 Total Impressions are considerably lower in 2021 due to federal legislation for mandatory Internet Opt-Out ad tracking/location options (Cookies) and the 2021 Apple iOS 14.5 release that allows iPhone and iPad users to Opt-Out of ad tracking and demographic targeting posts and ads on Google and Facebook. 2. Print Advertising – Ads placed in 4 publications: Adventure Sports Journal, Tahoe Weekly, Moonshine Ink, Tahoe Mountain News June – September print ads: Total Readership: 446,500 3. Public Relations: Articles and images distributed to 170 regional and national media, featured in six SBC e-newsletters reaching 2,100 average monthly subscribers Task 4: Website Updates & Program Measurement (February to Oct 2021) Total Users: 26,334 Total User Sessions: 34,561 Total Pageviews: 57,163 |
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| 01/08/2021 1:28 PM | Becky Bell | 2020 Accomplishments 4 Tasks and 7 Deliverables: Task 1: Maps & Guides (June - December 13, 2020) Deliverables: a. 2020 Maps & Access Guide – Delivered (distributed) 257 Guides b. Produced 7 Spanish-translated Day Trip Maps that were added to website: https://laketahoewatertrail.org/day-trips/ Task 2: Stewardship Safety Brochures (June - December 31, 2020) Deliverables: a. Produced and delivered (distributed) 7,500 English & 7,500 Spanish-translated brochures (15,000 total brochures) in the Tahoe Basin at paddle shops, retail outlets, lodging properties, visitor centers, sponsors, Tahoe Family Resource Centers, and to Sacramento lodging properties and California Welcome Centers in San Francisco, Los Angeles, El Dorado Hills, and Truckee. Task 3: Outreach: Social Media, Advertising & Public Relations (June - November 30, 2020) Deliverables: a. Social Media (Facebook, Instagram, Twitter) Total Impressions: 202,000 b. Advertising: - Digital Advertising (Google Ads, Facebook, Instagram) Total Impressions: 831,700 - Print Advertising (Adventure Sports Journal & Tahoe Mountain News) 5 issues with Total Circulation: 109,500 c. Public Relations: Articles and images distributed to 170 regional and national media, featured in six SBC e-newsletters reaching 2,300 monthly subscribers Task 4: Website Measurement (June - November 30, 2020) Total Users: 25,030 Total User Sessions: 31, 746 Total Pageviews: 52,347 |
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| 12/05/2020 3:35 PM | Becky Bell | Project Expected Accomplishments include 4 Tasks with 7 educational and interpretive program deliverables about public lake access and human powered recreation, stewardship and water safety targeted at diverse populations. 4 TASKS (2020 and 2021) 1. Maps & Access Guide - Produce and Deliver a. Produce 7 Spanish-translated Day Trip Maps, add to website b. Map & Access Guide - Produce 1,500 English & 1,000 Spanish-translated guides in 2021 - Deliver (distribute) Guides in both years (2020 and 2021) The number of people served by these educational interpretive wayfinding lake access program materials are calculated by the number produced and delivered in the Tahoe Basin including the underserved communities in South Lake Tahoe and Kings Beach, the surrounding bi-state region, and targeted California markets. 2. Stewardship Safety Brochures - (2020 and 2021) Produce and deliver (distribute) 7,500 English & 7,500 Spanish-translated brochures in both years (15k per year or 30k total brochures). The number of people served by these educational interpretive wayfinding lake access program materials are calculated by the number produced and delivered (distributed) in the Tahoe Basin including the underserved communities in South Lake Tahoe and Kings Beach, the surrounding bi-state region, and targeted California markets. 3. Outreach: Social Media, Advertising & Public Relations (2020 and 2021) a. Social Media: Produce social media campaign focused on public lake access, stewardship including AIS prevention, and water safety using photos and video with Latinx paddlers. b. Advertising: Produce digital ads on social media networks using photos and video with Latinx paddlers. Produce print ads targeted at California markets and Hispanic market segments. c. Public Relations: Produce press releases, e-newsletters and targeted emails to promote paddler lake access, stewardship, safety and the English and Spanish-translated brochures and Map & Access Guides. Outreach Deliverables (Metrics) The number of people served by these educational interpretive wayfinding lake access program materials are calculated by the number of people who saw the social media posts and digital ads (impressions), print advertising monthly circulation figures supplied by the publication, and e-newsletters, emails and press releases delivered to the media and opt-in subscribers. The goal of the Outreach Task is to drive the targeted audience to the LTWT website. 4. Website Updates & Program Measurement (2020 and 2021) a. Produce and deliver ADA compatible features, Spanish-translation, integrate diversity photography and video, new content/blogs for organic keyword ranking, e-commerce for English and Spanish-translated guides, and more. Deliver: Website user sessions and data calculates the number of people served by the educational interpretive wayfinding lake access program tasks and deliverables. |