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 Recharge Our Community’s Economy (ROCE). This four-part workshop series was designed to identify new paths for economic growth. Over four months, local business owners, nonprofit leaders, and residents joined forces as “Storytellers,” “Champions,” and “Action Drivers.”
Together, they used the WealthWorks model to turn local assets—from natural beauty to cultural heritage—into a roadmap for sustainable growth.
Three Community Projects Move Into Action
The ROCE process resulted in three major initiatives. These projects are now moving from the planning stage into real-world implementation:
Town Center: A Hub for Commerce
The Town Center project (formerly the Town Plaza) will serve as a central hub to “put butts in businesses” and strengthen the local economy. Key strategies include:
Better Amenities: Adding high-tech information stations, public restrooms, and gathering spaces to encourage longer visits.
Visitor Retention: Using beautification efforts to turn pass-through traffic into active shoppers.
Business Support: Reducing vacant storefronts and supporting a new merchants’ association.
Year-Round Events: Hosting up to 250 days of programming, from wellness fairs to concerts.
Event Coordinating Entity: Elevating Tourism
This initiative proposes a dedicated role to market and promote events across the basin. Specifically, the entity aims to:
Increase Awareness: Use centralized calendars and trail maps so visitors always know what is happening.
Extend the Season: Support local merchants year-round by developing events beyond the 100-day summer peak.
Coordinate Regionally: Align calendars with neighbors like Westwood and Susanville to encourage multi-day stays.
Expanded Transportation: Improving Mobility
To solve local travel challenges, the Transportation Team is recruiting Uber and Lyft drivers and exploring seasonal rentals. This project will:
Close the Mobility Gap: Provide reliable transportation for residents and visitors alike.
Support the Vulnerable: Improve access to medical appointments for seniors and veterans.
Enhance Tourism: Provide essential services for PCT hikers and aviation tourists.
Looking Ahead to 2026
Implementation begins immediately. The Town Center group will meet bi-monthly starting in January to establish a Funding Committee. Meanwhile, the Transportation team is already recruiting drivers for the 2026 summer season.
Community Leadership & Commitment
This effort succeeded thanks to a partnership between The Almanor Foundation, Seneca Healthcare Foundation, and the Lake Almanor Area Chamber.
Furthermore, Plumas County has reinforced its commitment by hiring a full-time Community Coordinator, Brianna Swofford. Swofford will dedicate the majority of her time to supporting these ROCE initiatives.
“Let’s Roc Almanor” – Get Involved
Participants have named this initiative “Let’s Roc Almanor”—a rallying call for community progress. To join a project team, visit the Plumas County ROCE webpage or contact The Almanor Foundation.
