Who We Are
Zero Proof, For You is a community-driven initiative designed to help residents of Truckee/Tahoe lean into well-being amid a tourism culture deeply tied to drinking. This program promotes judgment-free awareness, offers practical tools for change, and builds a visible network of supportive local businesses offering low- and no-alcohol alternatives. The campaign encourages personal resets—moments to pause, make a mindful choice, and reconnect to what really matters in Tahoe: health, nature, and community.
Our Mission
To empower our community to drink differently by embracing mindful choices around alcohol, without judgment, and by providing accessible resources, supportive spaces, and alcohol-free and lower-alcohol options that celebrate connection and well-being.
Our Vision
A community of balance, where locals and visitors alike can enjoy the lifestyle without alcohol dependence, and where “Zero Proof” is just as celebrated as craft beer and cocktails, or fine wine. A community where every person has the tools, support, and confidence to choose what’s right for them today, tomorrow, and beyond.
Core Pillars
Choice – It’s not about saying “no” to alcohol; it’s about being open to your options.
Community Support – Empower local businesses and residents to offer and access alternatives.
Health and Healing – Reduce alcohol-related harm by providing information, resources, and access to support networks.
Tomorrow Matters – Every small choice today builds a stronger, safer, healthier tomorrow.
Built With Community, For Community
Zero Proof, For You was intentionally developed through extensive community-driven engagement to ensure it reflects the real experiences, needs, and culture of Truckee/Tahoe. Following a community screening of Feel It All in June 2024—featuring professional skier and mental health advocate Drew Petersen—residents, workers, and business owners voiced a shared desire for healthier, more intentional ways to cope, connect, and unwind in a high-pressure resort environment where alcohol is often the default.
Inspired in part by the Boozeless campaign in Summit County, Colorado, the initiative was shaped through community workshops, focus groups, pop-up conversations at local events in Truckee, Tahoe City, and Kings Beach, as well as online surveys, and individual interviews, with particular attention to voices from the service industry and local retailers.
Zero Proof, For You is a program of The Speedy Foundation, made possible through funding from the Katz Amsterdam Charitable Trust, in partnership with the Truckee Tahoe Community Foundation.
Bring to Your Town
COMING SOON - A white-label version of Zero Proof, For You will be available soon for communities interested in launching their own local campaign. Built to be adaptable, Zero Proof supports leaders, businesses, and organizations in creating inclusive spaces that promote balance, connection, and mindful choice—without judgment or labels.