Category Archives: True Tahoe Support

Planning is in Full Swing for the 2024 Live at Lakeview Summer Music Series

Another summer of free live music on the beach made possible by The City of South Lake Tahoe, Lake Tahoe Visitors Authority and dozens of additional local businesses. 

“The rumors were true, Live at Lakeview almost didn’t come back this summer after experiencing a drastic increase in production costs,” states Rob Giustina of On Course Events. “Thankfully, The City & LTVA stepped up for our community with an increase in support to keep the South Lake Tahoe Signature series going!”

Live at Lakeview is a free weekly concert series that has been in production since 2012. For over a decade, every Thursday in the summertime, the series has welcomed hundreds of visitors and locals to Lakeview Commons.

Each event offers free live music on the beach, along with a variety of local merchants and delicious food vendors, a free bike valet service, plus amphitheater style seating and breathtaking views of Lake Tahoe from the beer & wine garden.

It’s become a staple event in the community, voted Best of Tahoe in 2023 with more than 100 free concerts produced and countless memories provided over the years. Since the first show in 2012, over 30,000 bikes have been parked in the free valet, 160 local businesses have been involved in the series, 27 food trucks have served up tasty treats, 26 local non-profit organizations have raised money or recruited volunteers for their cause and more than 155 different bands have rocked the one-of-a-kind lakefront stage.

Businesses interested in getting involved for the 2024 season as a vendor or series sponsor are encouraged to contact the On Course Events team by emailing

For updates on the series and a first look at the 2024 lineup when it’s released in early June, connect with @LiveatLakeviewCommons on Facebook and Instagram.

True Tahoe Support | Vendor Love – EEKOE Socks

Socks are like excuses, everyone has them and they mostly stink and wear thin after a couple weeks. Thankfully, you won’t have excuses for terribly smelling feet anymore with Eekoe and its line of durable socks.

Chad Ottenbreit and Mark Gardner have been action sports junkies for a long time now, in and out of different boots on a daily basis. After years of dealing with standard socks that would wear out after a day or two of use, the two decided to take matters into their own hands with their own feet.

Eekoe socks are made from bamboo and are softer and more comfortable than regular socks, being cooler in the summer and warmer in the winter. In addition to comfort, Eekoe socks are anti-fungal and also more durable, with the ability to wick away moisture. Throw a couple pairs in your travel bag and your feet will be more than set for the days ahead of you.







Ottenbreit and Gardner are happy to be a part of the Live at Lakeview community and want everyone to check out their tent to try on “The World’s Greatest Sock.” While in store, prices range from $12-$16, Eekoe socks are available for only $10 a pair if you come out to their booth to enjoy the music and community. If that isn’t enough for you, the brand is also 100% designed in California and made in the U.S., making sure your socks are completely homegrown.

Endorsed by bikers, boarders, skiers and other outdoor aficionados, Eekoe socks are sure to pass any test you throw at it.

Written by: Garrett Bethmann

The Magic Behind Your Thursday Nights at Live at Lakeview

Live at Lakeview has been a cherished part of the summers in South Lake Tahoe for the past four years. It brings the community together to celebrate music, food, beer, local businesses and taking a break to enjoy the beautiful place everyone calls home.

The best part about Live at Lakeview is that this weekly party is put on for free every week, so everyone has a ticket to attend. But while the event is free, putting it on certainly is not. From four to six months of planning with bands, renewing contracts with vendors and supporters, to the day-of hassles of putting on an event, Live at Lakeview is a colossal undertaking that requires a lot of time, money, hard work and support from the community to organize and execute. We want to open the hood of Live at Lakeview and share how the community comes together to create such a spectacular event that has elevated from a whimsical vision to a centerpiece of summer.

Live at Lakeview started four years ago when Rob Giustina suggested to the City of South Lake Tahoe about having a concert series at the newly renovated park at El Dorado Beach. With a goal of putting on weekly, family-friendly concerts the community could enjoy, Giustina rustled up a dozen local sponsors to help organize and fund the event. His vision has come along way and Live at Lakeview has been going for four strong years and has been given an additional five-year contract with the city.

And the City of South Lake Tahoe has been the primary sponsor and host of Live at Lakeview since its inception. In addition to providing monetary donations, the city also provides the event with a free venue to hold the festivities, helps coordinate with Cal Trans for road closures, procures the South Lake Tahoe Police Department to provide support and helps promote the event. Live at Lakeview wouldn’t be a possibility without the gracious support of the City of South Lake Tahoe.

The event would also never be a reality without the contributions of over 30 local sponsors, who all squeeze together on the colorful Live at Lakeview banners like friendly neighbors. The sponsors are willing to help out however they can, whether it be from a monetary donation to offering their services, like Sprouts Cafe feeding all the bands that appear at Live at Lakeview.

With so many people and organizations from the community helping to put on Live at Lakeview during the summer, Live at Lakeview finds it important to make sure to give back to the loving community. In addition to providing an awesome way to spend a Thursday on the beach, Live at Lakeview donates a percentage of its beer garden sales to benefit the South Tahoe BMX Association. This organization is working closely to help build the Bijou Bike Park  and they are saving up for a new starting gate at the current track. These donations are bringing them closer to their goal every week! Essentially, every beer you drink goes right back into helping the community.

Live at Lakeview is an event that is given life by the community and it is the hope of Live at Lakeview it injects a little life into everyone that attends.

Written by: Garrett Bethmann

True Tahoe Support | Vendor Love

Not all business is work, and for Becky Helvie her love of fabric and colors has blossomed into ScarfLady, which specializes in brightening up women’s day with an extensive collection of scarves.

How extensive exactly? Pretty extensive, to the tune of over 250 gorgeous scarves. Helvie started as just another fan of scarves and pendant jewelry, picking them up at gift shops around the country on trips. After people started asking her where she got her scarves from, she knew she could turn her hobby into a business.

Helvie loves selling her scarves and interacting with customers that come to her store. She believes scarves aren’t essential to life but are a great way for people to look good and feel good about themselves.

Helvie is a big fan of Live at Lakeview and enjoys being in the joyous atmosphere interacting with customers and listening to the music. Since moving to Tahoe in the spring from Bakersfield, CA, she has loved the Tahoe weather and lifestyle.

Be sure to stop by and say hello to Helvie on Thursday at Live at Lakeview and check out all of her scarves, which are all currently on sale.

Written by: Garrett Bethmann

True Tahoe Support | Vendor Love

Paper cutouts, unspooled yarn and splattered paint have been lifelong companions for artist and business owner Lisa Schafer. With her store Wildwood DIY Boutique, she hopes to inspire others to pick up a brush or pair of scissors and join the creative journey with her.

Growing up in beautiful South Lake Tahoe, the lake and surrounding Sierras were a constant inspiration for Schafer. Her dreams of becoming an art student in the Pacific Northwest were fulfilled when she graduated from Humboldt State University with a B.A. in Art Education.

Schafer has been teaching arts and crafts ever since leaving the Arcata forests. Hosting numerous potluck craft nights for family and friends inspired her to take her teaching and creativity to the next level, opening Wildwood DIY pop-up workshops in the summer of 2014.

When a spot opened up next to Schafer’s friends at Gaialicious Boutique in South Lake Tahoe, she decided to make her operation more permanent and set up her dream workspace and shop. With a home for her business, Schafer is now able to support the artistic endeavors of artists and locals who have done so much to support her.

Wildwood DIY Boutique specializes in giving local and independent artists and craftspeople a place to show and sell their work. With beautiful works of art and handmade crafts surrounding customers, Schafer hopes the space also serves as a way to inspire people to engage with their own creativity and their community at large.

To spark its customers’ creative undertakings, Wildwood carries a small selection of craft supplies for projects and also holds three to four DIY workshops every month, which are listed on its website ( The community is also invited to First Friday events Wildwood hosts with its neighbors Gaialicious Boutique, in which a featured artist from each shop is given a booth to display art and small workshops are offered to anyone who visits. “I believe that everyone has the ability to be creative and I enjoy seeing the excitement and satisfaction in each individual as they finish a project they thought they could never do,” said Schafer in an email.

Be sure to join Schafer at the next First Friday event on August 7th, where you can check out the new mini yarn store, Knits and Knots, as well as Live at Lakeview where she will have a booth for Wildwood DIY Boutique. Web browsers can check out Wildwood DIY Boutique on Facebook and Instagram.

Written by: Garrett Bethmann

True Tahoe Support – Drinking for Charity

hannah beer pourThis summer, being charitable is as easy as ordering a cold one at your favorite outdoor concert series! That’s right, when Live at Lakeview returns to the beach this Thursday and you order that first ice cold beer of summer, you’re not only supporting the series you’ve all grown to love, you’re also supporting a great local non-profit organization.

It’s simple. We know you love beer/wine (we do too), we know you care about this community (we do too!) and the best part is, you can have it all!!

On Course Events has chosen the South Tahoe BMX Association as this season’s beer/wine garden beneficiary. If you have a kid, or know of one, that rides at the local bmx track – your beer supports his future races! If you want to see the exciting new Bijou Bike Park project come to life – your next glass of wine proceeds help to make that dream reality.


So as you sip on those cold beers, feel good about yourself for the charitable donations you’ve made and give cheers to Coors & Blue Moon for making it all possible!

Cheers to a beautiful summer ahead!


True Tahoe Support – Creative Design

Last week we gave a special tribute to all of our local media partners who help us spread the good word of free live music. Before we can paint the town blue in posters or advertise in publications such as Tahoe Action, Lake Tahoe Entertainer, or Tahoe Mountain News we need some assistance in the creative design of our ads so the branding can be on point. That’s where our friends at Dollar Signs & Graphics come in!

The Dollar Signs & Graphics crew provides a ton of True Tahoe Support by creating all of our collateral for the season. From stage banners to posters and even new event logos, they are our true rockstars!

dollar signs

We’re especially pumped about the new logo and branding for On Course Events’ newest series, that we have affectionately dubbed Live at Lakeview’s little sister… the 10th Tee Summer Music Series at the Lake Tahoe Golf Course!

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If you’re looking for a fresh design or have any printing needs, Dollar Signs is the place to go! Nicole Swartz at Dollar Signs created the awesome logo and poster for this brand new, free community concert series which kicks off summer here in South Lake Tahoe this Sunday, June 21st with local bands Bison + Little Norway.

10TH_11x17poster copy

We hope to see you on the 10th Tee this Sunday, the fun kicks off at 4pm!

True Tahoe Support – Media Blitz

LTTV logo 14 black 3D KRLT




The media blitz for Live at Lakeview has begun, and it’s all thanks to our local media sponsors! Pretty soon you won’t be able to tune into Lake Tahoe Television or KRLT/KOWL Radio without hearing about the series. Both of these media sponsors have been HUGE supporters from day one of the series with weekly interviews, daily commercials and constant encouragement.

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Inside the June 2015 Edition of Lake Tahoe Entertainer

Every time you pick up a copy of the Tahoe Mountain News, Tahoe Action or Lake Tahoe Entertainer you’ll be able to scope out the lineup and plan your summer! Most of these ads and write-ups are provided as a trade for sponsorship of the series. True Tahoe Support like this makes it all possible!

For those of you who are not located in South Lake Tahoe and don’t have the privilege of picking up a local paper when you stop by Sprouts (one of our favorite Live at Lakeview sponsors) for lunch, there are a lot of online publications spreading the good word as well!

2015 Lineup Announcement on
2015 Lineup Announcement on will be providing insight to each week’s entertainment. Their staff has an uncanny ability to connect with artists and provide a unique insight to the style and sound that defines each band. They will also provide recaps so you can relive the magic or catch up on what you missed. Who dares to miss out on a Thursday night thought?!

Insight into Live at Lakeview, courtesy of
Insight into Live at Lakeview, courtesy of

Thanks to, you’ll be able to catch recap photos from each weeks concerts on the beach and select entertainment previews throughout the season. We’re stoked to have this new media sponsor on board, they rock and you’re gonna want to check them out.

You’ll also find tons of event information on, among many other online calendars. The information is out there, so get tuned in, start making your summer plans and we’ll you on the beach real soon!


True Tahoe Support

If you’ve started to notice all your friends and co-workers have been requesting Thursday’s off this summer, well that’s because they know what’s up! South Lake Tahoe’s signature summer concert series, Live at Lakeview, is returning to the beach on June 25th with ten weeks of incredible music lined up!

Now is the time to preview the lineup, request Thursdays off from work (and Friday’s if you know what’s good for you) and most of all, get STOKED for a great summer filled with live music on the beach!

Live at Lakeview Summer Music Series 2015
What: FREE summer music series
Where: Lakeview Commons, Lakeview Ave + HWY 50, South Lake Tahoe, CA
When: Thursdays 4:30 – 8:30 pm (June 25 – August 27)
Who: See full lineup below

One of the most commonly asked questions! You know this 10-week series is FREE to enjoy, but it’s not free to produce. So, HOW does it all happen?



The community support has been incredible since season one, with more new sponsors getting involved each year! As we gear up for season four, there are 30 local businesses and organizations (count the logos above) that have offered their support through monetary sponsorships, equipment and/or services trades, and shared promotions. Some are able to make larger contributions but the fact of the matter is that every little bit helps.

We’re proud to have so many incredible sponsors and ask that each of you pass along your appreciation to each and every one of them. Whether its your employer, favorite lunch spot, or local newspaper – make sure you express your gratitude to each of them for the ten weeks of fun they have provided for you!

Next time you stop by Sprouts Natural Foods Café for lunch, thank Tyler & Cheryl for feeding keeping your favorite musicians fueled up so they can rock the beach for you!

When your friends and family see the lineup and want to join in on the fun, send them to our friends at Inn by the Lake for incredible lake views and great deals within walking distance from the venue. Don’t forget to thank them for housing all of our entertainment so this could all be possible!

When you stop by Sno-Flake Drive In for ice cream, thank the new management for the great events they’ve helped to support!

When you need an adjustment after too much dancing on the beach, stop by and see one of our newest sponsors at Tahoe Chiropractic Clinic (located behind Sprouts).

If you run into any trouble this summer in the day-to-day Tahoe life, such as legal issues, car troubles, or the daunting idea of moving into a new place – our friends at Woelfel Law Firm, South Shore Bail Bonds, Eloise Automotive and Davey Paiva Realty are all here for you! Just make sure you let them know how much you love Live at Lakeview .

I think you get the idea, so thank you all for spreading the love! We can’t wait to see you on the beach.

Stay tuned to our blog for exclusive coverage on upcoming entertainment, a backstage look at all the work that goes into each show and tons of insight on the amazing amount of support this community provides in order for you to have enjoy the great music, great vibes & great views at Live at Lakeview every Thursday.