On June 24, the Placer County Board of Supervisors met to discuss the 39° North project in Kings Beach — a proposal that could reshape the center of town for decades to come.
Residents, local organizations, and longtime community members showed up — not just with opinions, but with questions, vision, and deep care for the place they call home.
At the center of the discussion? Whether public land and public incentives will be used in a way that reflects community priorities.
Was the project approved? What exactly did the Board vote on — and why does it matter?
We’re here to break it all down — clearly, factually, and with the community in mind.
Just want the quick version? Here’s what you need to know:
- The County approved an Option Agreement that reserves 146 Tourist Accommodation Units (TAUs) and allows Kingsbarn to later request a Transient Occupancy Tax (TOT) rebate worth up to $38.6 million.
- The project itself was not approved. No public land or community funds have changed hands. No permits were issued.
- More than 40 letters and over 20 public speakers urged the County to prioritize transparency, process, and public benefit — and the Board acknowledged that message.
- The developer now enters the CEQA process — California’s public environmental review phase — where project details, technical studies, and alternatives will be evaluated.
- There’s still time to ensure this project reflects the community’s values — or to press pause if it doesn’t. Join the 39N Project Action Group to get involved.
Want to listen instead of read? Here is an audio overview:
What Did the Board Actually Approve?
The June 24 vote approved an Option Agreement, not a project.
Here’s what that means in practical terms:
- 146 TAUs were reserved — not transferred — for potential future use by Kingsbarn
- The developer may apply later for a TOT rebate, capped at $38.6 million over 20 years. This represents one of the largest public subsidies for a single private project in Kings Beach history — and it’s why many in the community are asking: if that much public value is on the table, what’s the guaranteed return for the public?
- No land was transferred, no permits issued, and no public funds were committed
- No decisions were made about what gets built, how much housing will be affordable, or what the final design will look like
Think of the Option as a placeholder: the County signaled it’s open to considering incentives — if Kingsbarn (the developer) completes CEQA, secures approvals, and demonstrates real community benefit.
The Community Showed Up — And the Board Listened
“Not yet — not without community at the table.”
Kings Beach residents, Tahoe organizations, and longtime locals made themselves heard — both in writing and in person.
More than 40 letters were submitted ahead of the meeting, and over 20 individuals spoke during public comment. The messages were clear, consistent, and deeply rooted in community values.
Common themes included:
- “Not yet.” Many urged the Board to wait until CEQA is complete before approving incentives tied to public resources.
- Transparency first. Commenters called for clear financial disclosures, a public-facing pro forma, and competitive review of any land transaction.
- Meaningful public benefit. Housing affordability, public space, and long-term community impact must be clearly defined — not promised later.
- Process integrity. Several cited concerns about bypassing community-first planning and emphasized that public land decisions should follow CEQA and public engagement — not precede it.
Across different backgrounds — from housing advocates to small business owners — one thing was clear: People want to see Kings Beach thrive. But they also want to see that future shaped with the community, not without it.
In Their Words: What the Community Said
“We urge the Board to vote no… The public deserves to see the project application before substantial financial and community benefit is granted to a project of this magnitude.”
— Mountain Area Preservation (letter)
“If incentives are considered, the County must clearly outline the public investment — and the public return.”
— Kelsey Johnston, Sierra Business Council (public comment)
“There’s a big stack of letters behind me — and they all say the same thing: not yet.”
— Nick Harris, Strong North Tahoe (public comment)
“We support the concept of economic development in Kings Beach, but not at the expense of public process, transparency, and long-term affordability.”
— North Tahoe residents (letter, page 28)
The Board Responded
Whether in writing or in person, the public made one thing clear: this wasn’t a rejection of development — it was a call for process, accountability, and public value. And the Board acknowledged that.
Supervisors Gustafson and Jones directly addressed concerns about transparency and timing:
“The public deserves transparency. I think that’s a fair request — not for today, but before we move forward.”
— Supervisor Gustafson
“We expect full financial disclosure and a development agreement before any public investment is finalized.”
— Supervisor Jones
Supervisor Landon, who introduced the motion, emphasized that this agreement was a reservation, not an approval — and that final decisions will come only after environmental review is complete.
What We Heard From the County: Key Commitments
- No project approvals yet — only an Option to request public tools
- CEQA must be completed before any TAUs, TOT rebates, or land transfers
- Transparency expected — including a financial pro forma
- A development agreement is required before any public investment
- Final decisions will follow public process
These are important commitments — and the community will be watching to ensure they’re kept.
These commitments are a strong starting point. Now, we invite both the County and Kingsbarn to go further — by opening up early dialogue with the community, sharing more detailed information as it becomes available, and helping build the trust needed for long-term support.
What the Developer Shared
Kingsbarn (the developer) Capital presented a revised version of their proposal, which includes:
- A 132-room hotel (down from 179), now four stories tall (56 feet)
- 63 deed-restricted workforce housing units (up from 62), with more 2-bedrooms and more parking
- 38 for-sale condos
- Ground-floor retail, a rooftop bar, fitness center, and public/guest parking
- Public realm improvements: sidewalks, green space, and street realignments
These updates were described as a direct response to earlier feedback — but full project review has not yet begun.
What’s Next: CEQA — and Your Role
Now that the Option is approved, Kingsbarn (the developer) must begin CEQA — the California Environmental Quality Act review process.
This is where the project details are made public — and where the community has a formal opportunity to help shape what’s being proposed. Your voice can influence how the project evolves, what impacts are disclosed, and whether it ultimately aligns with Kings Beach priorities.
CEQA includes formal public comment windows, but it can also serve as a broader opportunity: to ask the hard questions, to propose alternatives, and to ensure all consequences — environmental, economic, and social — are honestly evaluated.
If community participation is limited to technical review alone, without open dialogue or visioning, we risk outcomes that don’t reflect public needs — and a process that feels like a formality, not a partnership.
What to expect:
- A full project description submitted to the County
- Release of technical studies and environmental documents
- Public comment periods
- Formal review by Placer County and TRPA
This is your chance to speak up about what this project means for Kings Beach — and whether it reflects community priorities.
What’s the Timeline?
According to the County’s land agreement with Kingsbarn (the developer) (amended December 2023), the following milestones must be met:
- Submit and gain acceptance of a stable Project Description by February 27, 2024
- Develop and fund a CEQA scope of work and consultant contract by July 31, 2024
- Complete and submit a final CEQA EIR/EIS for County review by March 31, 2026
- Provide quarterly written updates on project status, CEQA progress, and milestones
No TAUs, TOT funds, or land transfers can occur unless these milestones are met — and only after the full CEQA process is complete.
Now Is the Turning Point
The June 24 vote wasn’t the end — it marked the beginning of what comes next. The community didn’t say no to revitalization. It asked for something better: a process rooted in local priorities, with transparency, accountability, and real community input.
Strong North Tahoe supports revitalization — and we believe that when the public is involved, development can deliver lasting benefit for the entire community.
It’s important to be clear: this isn’t about stopping development. It’s about doing it right. Kings Beach deserves investment — but not at the expense of public process, local voice, or long-term benefit.
The project isn’t approved — yet. No permits have been granted, no public land has changed hands, and no final decisions have been made. The County approved an Option, with promises of future CEQA review, financial disclosure, and conditions tied to public benefit.
Now comes the bigger test:
Will the next phase be limited to CEQA — or will the County and developer create space for meaningful, two-way collaboration with the community most impacted?
Because here’s the truth: CEQA alone is not community engagement. It’s legal, procedural, and reactive. It doesn’t replace trust-building. It doesn’t surface better ideas. And it doesn’t answer the deeper questions of what this project should look like — and who it should serve.
If engagement stops at formal comment letters, there’s a real risk ahead:
- Community trust may erode further
- Support may fracture
- The process could become more contentious — not because people are against change, but because they feel shut out of shaping it
We’re not asking for perfect. We’re asking to be heard. We believe Kings Beach deserves a future built on trust, transparency, and local priorities.
We believe meaningful collaboration can lead to better design, stronger community benefit, and lasting support. When that much public support is being considered, the outcome must be more than speculative — it must be measurable, enforceable, and rooted in community-defined priorities.
If this process earns trust — and delivers real benefits — many in the community are ready to support the right kind of investment.
We believe there’s still time to get this right — together. And, what’s ahead is a chance to co-create:
- Housing and commercial space that actually serve locals
- Public spaces that reflect how this community lives, works, and gathers
- A scale and design that respect the character of Kings Beach
- A public return that reflects the value of public land and subsidies
This is the turning point. What happens now will show whether the County and developer are ready to build something with the community — or just try to build past it. If those promises aren’t honored, support will be hard to earn — and trust even harder to rebuild.
Want to Get Involved? Join the 39° North Action Group
This group has already helped organize turnout, track policy updates, and build momentum for a more accountable process.
We’re ready to work constructively — with the County, Kingsbarn (the developer), and each other — to shape a future that reflects Kings Beach’s needs and values.
The next phase of this project is just beginning — and your voice matters more than ever.
If you’re ready to stay informed, show up when it counts, and work with others to advocate for transparency, public benefit, and sustainable development in Kings Beach, we invite you to join the 39° North Action Group.
This is a community-led space to share updates, coordinate responses, and shape what comes next — together.
The door’s not closed — it’s just opening. Let’s step through it together. Not just as neighbors watching from the sidelines — but as full participants in shaping what’s next.
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