The Making of a Brand

April 25, 2022

In 2010 on the heels of the recession, the Truckee Chamber of Commerce facilitated four community meetings to begin the dialogue of working together as a region to identify economic opportunities, challenges, and projects.

In 2013, a group of civic and community leaders were brought together and presented with four economic development strategies. The overwhelming group consensus was to pursue the creation of a Truckee brand and implementation of a place-based marketing effort that would create a centralized website providing live, work and play information.

In 2015, in partnership with the Town of Truckee and investments from public/private partners, the Truckee Tomorrow economic development initiative began. And in 2016, as a result of Truckee Tomorrow – Phase I, the new Truckee Brand Identity, Base Camp for a Big Life, and Truckee.com website were developed.

The Base Camp for a Big Life Brand

Public outreach that shaped the town brand included the Truckee community participating in two online surveys, four workshops, and interviews with vested local stakeholders and organizations. This public process helped develop a compelling brand tagline, “Truckee, Base Camp for a Big Life”. Additional important outcomes of the brand self exploration process for our community was a clear identification of Truckee’s core values that support our overarching Quality of Life mission.

Core Values

  1. Quality of life
  2. Healthy living
  3. Family friendly
  4. Environmentally conscious
  5. Community minded
  6. History & culture

Brand Essence

Attitude & Personality

  1. Truckee is friendly and welcoming
  2. Truckee is exciting, adventurous, and playful
  3. Truckee is creative and open-minded
  4. Truckee is laid back, casual, and relaxed
  5. Truckee is energetic and confident
  6. Truckee is authentic and natural

Best Qualities and Unique Attributes

  1. Natural beauty
  2. World class ski areas
  3. Access to recreational activities
  4. Open spaces
  5. Authentic small town vibe
  6. Convenient location
  7. Proximity
  8. Community spirit

Brand Promise

Truckee promises an authentic mountain town experience, with easy access to inspiring natural beauty, world class recreation and a vibrant community.

The Base Camp for a Big Life brand has been widely integrated into all marketing campaigns since its creation:

  • Big Life Locals profiles have run in annual Visitors Guides and more recently in the Truckee.com Insider’s Guide quarterly magazines.


Most recently, the Base Camp for a Big Life brand has helped welcome a large influx of new residents that have relocated to Truckee prompted by the COVID-19 pandemic and the ability to work remotely. The Truckee Chamber of Commerce has created a Big Life Connections program to help new residents connect with the community, develop relationships, encourage engagement and highlight volunteering opportunities, connect with businesses and the people behind the business, and share Truckee’s character, culture, values – what it means to be a Truckee Local!

Read the blog posts linked to the large banner photos on our website homepage for more insight into Truckee’s brand essence.