Bloomberg Businessweek

IF YOU BUILD IT, WILL THEY COME?

South Lake Tahoe, three hours from the Bay Area, wants to recruit San Franciscans.

Chris McNamara, an experienced rock climber and BASE jumper, was dangling from a cliff near the city of South Lake Tahoe in March 2016 when he had a vision: “It was snowy and super beautiful, and I realized this place ought to be a world capital of outdoor recreation—San Francisco’s cool, alternative mountain city, like what Boulder is for Denver,” he says. “We’ve got skiing and mountain biking. There’s sailing and

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