Changing drivers in the race for tourists

When Keb Mo took the Harveys parking lot stage two years ago for the casino's outdoor concert series, the blues guitarist and singer marveled over the deep beauty longtime locals and visitors have come to know as Lake Tahoe.

It was obvious. Even celebrities are in awe.

That's why Stateline casinos and tourism officials have placed a lot of weight in the experience outside their doors, a departure from the old days.

And take heart Lake Tahoe, Reno is a little slower catching on to this idea, gaming consultant Steve Browne told an audience of 200 tourism professionals gathered at the 2004 SMG Lake Tahoe Tourism Conference last week. Gone are the days, he said, of visitors spending the days and nights in the casino.

"Position gambling as an added amenity. I think Tahoe bids to be a world-class destination, and gambling is not going to be the driver. It will be just another amenity," said Browne, who runs Reno-based Raving Consulting Co. "No matter what happens to gaming, (Tahoe) will be a place for opportunity. If it's a desirable place to live, it will be a desirable place to visit.

"Probably the biggest challenge facing Northern Nevada is that all those corporations look at the numbers. They don't see the revenue opportunities here as they do in Mississippi. If you're looking for capital, you must position yourselves as an area of growth."

And Tahoe has a distinct advantage.

"One thing Tahoe can do is target offerings that focus on the world-class visitor.

It means bringing attractions in like Cabo Wabo," he said, citing Harveys new restaurant owned by rock star Sammy Hagar. "You don't have to spend money on new capacity. You can focus on your existing (infrastructure)."

Browne also suggested the Stateline casinos connect with other area events and not be afraid to fail and target a younger crowd.

That's part of the equation for the latest offerings at Harrah's Lake Tahoe - indicated by this year's Cabo Wabo opening and outdoor concert acts like Counting Crows playing the 5,000-seat arena.