Chester, CA 1-30-26 . . . The Chester–Lake Almanor Basin is more than a scenic destination — it is a community fueled by local talent, deep roots, and a shared commitment to a thriving future. This fall, Plumas County partnered with the Rural Community Assistance Corporation (RCAC) to launch the Recharge Our Community’s Economy (ROCE) a four‑part, hands-on series of workshops designed to identify the needs for economic growth.
Over four months, local business owners, nonprofit leaders, and residents came together as “Storytellers,” “Champions,” and “Action Drivers” to explore opportunities grounded in the region’s strengths. Using the WealthWorks model, which focuses on and leverages local assets from natural beauty to cultural heritage. This allowed participants to capitalize on our strengths to create a roadmap for sustainable, driven growth and wealth.
Three Community‑Driven Projects Move into Action
The ROCE process produced three major initiatives now transitioning from planning to implementation: a Town Center project, an Event Coordinating Entity, and Transportation to include car rental and rideshare services.
Town Center: A Hub for Commerce and Community
The Town Center project, formerly known as the Town Plaza/Square, is envisioned as a hub designed to “put butts in businesses” and strengthen the local economy. Key strategies include:
- Infrastructure & Amenities: High-tech and low‑tech information stations, public restrooms, and gathering spaces to encourage longer visits.
- Visitor Retention: Beautification aligned with the 2030 Caltrans project to convert pass‑through traffic into active shoppers.
- Business Growth: Reducing vacant storefronts, supporting a merchants’ association, and attracting new residents.
- Year‑Round Programming: Up to 250 days of events, from wellness fairs to concerts and weddings, connecting Main Street to Chester Park.
- Strategic Partnerships: Collaboration with financial institutions and pursuit of funding through USDA Rural Development, Community Development Block Grants, and other sources, guided by a proposed Advisory Council and Funding Committee.
Event Coordinating Entity: Elevating Tourism & Local Revenue
A proposed small business or paid position, the Event Coordinating Entity will serve as a centralized hub for planning, marketing, and promoting events across the basin. Its goals include:
- Increasing Visitor Awareness: Centralized calendars, wayfinding, and trail and shopping maps to ensure visitors know what’s happening.
- Boosting Local Revenue: Attracting new audiences through turnkey private and corporate events.
- Extending the Season: Developing events beyond the traditional 100‑day peak to support merchants’ year‑round.
- Regional Coordination: Aligning calendars with Westwood, Susanville, Quincy, and others to encourage multi‑day tourism.
- Hosting Catalytic Events: Launching at least one major contracted event in year one to demonstrate impact.
Car Rental & Rideshare Service: Expanding Mobility for All
To address the region’s transportation challenges, the Car Rental & Rideshare team will host “Drive for Dollars” recruitment events to bring Uber and Lyft drivers to the basin while exploring seasonal rental options. The initiative aims to:
- Close the Mobility Gap: Provide reliable, affordable transportation for residents and visitors.
- Recruit Local Drivers: Engage 5–10 new drivers to serve the area.
- Support Seniors, Veterans & Youth: Improve access to medical appointments, activities, and essential services.
- Enhance Tourism: Serve PCT hikers, aviation tourists, and destination travelers.
- Expand Services: Encourage on‑demand shuttles and food delivery options.
- Centralize Information: Ensure transportation details are easy to find across multiple platforms.
Significant outreach and public information efforts will continue through early summer 2026.
Looking Ahead to 2026
Implementation begins immediately:
- The Town Center group will meet bi‑monthly starting in January to establish an Advisory Council and Funding Committee.
- The Event Coordinator group will meet monthly to set priorities and outreach strategies.
- The Transportation team is preparing early recruitment efforts to support the 2026 summer season.
Community Leadership
Three organizations played a pivotal role in ensuring the ROCE workshops were well‑attended and community‑driven. The Almanor Foundation, Seneca Healthcare Foundation, and the Lake Almanor Area Chamber collaborated on outreach, led participant recruitment, and provided food and beverages at each session.
Susan Bryner, President and CEO of The Almanor Foundation, shared, “ROCE showed us what we’ve always believed — when this community comes together, we create real momentum. These projects reflect the talent, creativity, and determination of the people who call the Lake Almanor Basin home, and we’re proud to help move them from ideas into action.”
Plumas County Demonstrates Long‑Term Commitment
Plumas County has reinforced its support by hiring a full‑time Community Coordinator, Brianna Swofford, who began on January 28. Working under the Planning Department, Swofford will dedicate 60–70% of her time to RCAC‑related efforts, split between ROCE and Quincy’s Recreation Economy for Rural Communities, with the remainder supporting Planning Department initiatives.
“Let’s Roc Almanor” — Get Involved
At the final workshop, participants selected “Let’s Roc Almanor” as the name for the initiative — a rallying call for community‑driven progress. To learn more about these projects or join a project team, visit the Plumas County ROCE webpage or contact The Almanor Foundation at [email protected].
