Mountain Area Preservation

What Mountain Area Preservation does

Mountain Area Preservation (MAP) is a grassroots 501(c)(3) nonprofit environmental advocacy organization founded in 1987 and headquartered at 10116 Jibboom Street in Truckee, California. The organization's stated mission is to preserve the Truckee-Tahoe region's mountain character and natural environment for present and future generations through open-space protection, advocacy for responsible land use, and support for workforce housing affordability. MAP's core service is land-use advocacy: in 2025 the organization tracked more than 20 land use applications across four planning jurisdictions, attended 59 public hearings and workshops, and submitted 39 public comments to decision-makers, including substantive engagement with the Tahoe Regional Planning Agency's housing policy update and the Town of Truckee's 2027-2035 Housing Element.

The organization's portfolio includes signature community events (the 10th Annual Wild & Scenic Film Festival and the Sierra Forage Dinner), the Trout Creek Pocket Park community asset, an annual Environmental Scholarship Program (now $2,500 per recipient), the Conservation Legacy planned-giving program, and a volunteer program. Landmark advocacy outcomes include the 2021 Canyon Springs preservation (290 acres, $11.6 million raised with 700+ donors in partnership with Truckee Donner Land Trust, SOS Glenshire, and The Martis Fund) and a 2024 unanimous California Third District Court of Appeal ruling stopping the Martis Valley West development. Cumulatively, MAP claims protection of more than 7,000 acres from poorly planned development over two decades.

MAP's business model is donation-based and member-powered. Revenue is generated through individual memberships, a tiered business membership program (77 business members in 2025), signature event ticket sales and auctions, year-end and matching-donor campaigns, foundation grants, appreciated stock donations, and planned-giving bequests. The organization runs leanly on a staff of approximately five (including Executive Director Alexis Ollar, MS, GISP), supplemented by seasonal interns, and relies on EveryAction for email and donation infrastructure and Squarespace for its public website. The donor base comprises 522 individual members, 77 business members, and a network of recurring family foundations and corporate sponsors concentrated in the Truckee-Tahoe region.

Name

Mountain Area Preservation

Legal name

Mountain Area Preservation

Website

https://mountainareapreservation.org

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Mountain Area Preservation is a 1987-founded Truckee, California 501(c)(3) nonprofit that advocates for open-space preservation and responsible land use in the Truckee-Tahoe region through grassroots member support, public-hearing engagement, and coalition-led conservation campaigns.

Ownership category

akta.pro rank

Product category

Environmental Advocacy Services

NAICS

Nature Parks and Other Similar Institutions (71219), Nature Parks and Other Similar Institutions (712190)

SIC

Forestry (800)

akta.pro primary industry

Land Trusts & Protected Areas (BPAGAGAC)

akta.pro secondary industries

Environmental & Climate Grantmaking Foundations (BPAGAKAM), Historic Preservation & Landmarks Conservation (BPAGAHAE)

Keywords

• Land use advocacy
• Open space preservation
• Conservation nonprofit
• Environmental advocacy
• Smart growth planning

Headquarters

HQ city

Truckee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Individual Membership Donations: Individual members contribute annual donations to support MAP's advocacy work. Members receive perks including shirts, decals, and event benefits.
2. Business Membership Program: Business members pay annual fees with tiered benefits including e-newsletter spotlight, social media spotlight, event sponsorship opportunities, and MAP shop discounts. 77 business members as of 2025.
3. Signature Events Revenue: Wild & Scenic Film Festival generates revenue through ticket sales ($30 general admission, $50 membership tickets) and virtual auctions. Sierra Forage Dinner raises funds through ticket sales and auctions.
4. End-of-Year Campaigns: Annual giving campaigns with matching donors. Raised $100,050 in recent campaign from 182 donors. Previous year raised $55,000 through Give Back Tahoe campaign.
5. Grant Funding: Foundation grants from Teichert Foundation, Union Pacific Railroad Foundation, Tahoe Truckee Airport District support specific projects like Trout Creek Pocket Park shade structure.
6. Stock Donations: Accepts appreciated stock donations providing tax benefits to donors while generating charitable contributions.
7. Conservation Legacy Program: Bequests and estate planning donations through the Conservation Legacy Society, supporting long-term organizational sustainability.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Mountain Area Preservation is a grassroots environmental advocacy nonprofit that preserves open space and advocates for responsible development in the Truckee Tahoe region. The organization tracks more than 20 land use applications across four planning jurisdictions annually, attends public hearings, submits public comments, and engages in regional planning processes. Funding comes from individual and business memberships, signature events (Wild & Scenic Film Festival and Sierra Forage Dinner), foundation grants, and planned giving through the Conservation Legacy Program.

Product overview

Mountain Area Preservation (MAP) is a grassroots environmental advocacy nonprofit offering a portfolio of programs and events to preserve open space and advocate for responsible development in Truckee Tahoe. The organization operates core advocacy services focused on land use planning, combined with signature events (Wild & Scenic Film Festival, Sierra Forage Dinner), youth and community programs (Environmental Scholarship, Trout Creek Pocket Park, Volunteer opportunities), and membership/mplanned giving programs (Conservation Legacy). The portfolio is unified by MAP's mission to preserve mountain character and natural environment through collaboration, education, and stewardship.

Differentiator

Problem solved

Functional benefit

Products and services

• Wild & Scenic Film Festival Annual environmental film festival featuring award-winning films about wildlife, advocacy, climate change, and outdoor recreation. Held over two nights at different local venues, includes live entertainment, raffles, and virtual auctions, with general admission tickets at $30 and MAP membership tickets at $50.
• Sierra Forage Dinner Annual fundraising dinner event at Mitchell's Meadows featuring live music, multi-course family-style menu with wine pairings, silent and live auctions, and live painting. Supports MAP's grassroots open space and land use advocacy efforts through ticket sales and auction proceeds.
• Environmental Scholarship Program Annual $2,500 youth environmental scholarship awarded through the Tahoe Truckee Community Foundation to graduating high school seniors from the North Tahoe-Truckee region pursuing environmental careers, demonstrating commitment to environmentalism in their higher education studies.
• Conservation Legacy Program Planned giving and bequest program allowing supporters to include MAP in wills or estate plans. Members are recognized in the Conservation Legacy Society, supporting long-term organizational sustainability for continued advocacy work.
• Land Use Advocacy Services Core advocacy services including tracking 20+ land use applications across four planning jurisdictions annually, attending 59+ public hearings, submitting 39+ public comments, and participating in regional planning processes such as TRPA housing policy updates and Town of Truckee planning efforts.
• Membership Program Annual membership program with tiered individual and business categories, providing perks including MAP merchandise (shirts, decals), e-newsletter spotlights, social media features, event sponsorship opportunities, MAP shop discounts, and member-only event benefits.

Quantifiable outcome

• 7,000+ acres protected from poorly planned development
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

16 partnerships are on record, tiered core, major and minor.

• Truckee Donner Land TrustcoreStrategic or Co-development Partner · 1 January 2021Primary conservation partner in Canyon Springs preservation (290 acres, $11.6 million). Land Trust manages property stewardship, trail planning, and forest health projects. Ongoing collaboration for open space protection in Martis Valley and North Lake Tahoe.
• SOS Glenshire (Save Open Space Around Glenshire)coreStrategic or Co-development Partner · 1 January 2021Conservation coalition partner in Canyon Springs acquisition. Collaborated to secure $12 million for property purchase and ongoing stewardship.
• The Martis FundmajorStrategic or Co-development Partner · 1 January 2021Conservation partner in Canyon Springs campaign. Part of coalition that raised $12 million for property acquisition.
• Prosser Building and DevelopmentminorStrategic or Co-development PartnerBuilt permanent shade structure at Trout Creek Pocket Park in Historic Downtown Truckee. Construction completed September 2025.
• 35+ Sponsors (Wild & Scenic Film Festival 2026)majorGTM or Marketing PartnerSponsors including Earthjustice, Sierra Nevada Brewing, Tangled Bank Studios, Impact Capital, Martis Fund, Martis Camp, Cabona's, Tahoe Forest Hospital, Teichert, Truckee Donner Land Trust, and many local businesses supporting annual film festival.
• Tahoe Regional Planning Agency (TRPA)coreStrategic or Co-development PartnerPrimary regulatory partner. MAP engages in TRPA planning processes, housing amendments, and regional planning advocacy. Participated in Cultivating Community process and submits public comments on housing policies.
• Tahoe Truckee Community FoundationmajorStrategic or Co-development PartnerPartnership for Give Back Tahoe end-of-year fundraising campaign (10th year in 2024). Also administers MAP's Environmental Scholarship through TTCF Scholarship Program.
• Sierra Watershed Education Partnerships (SWEP)minorStrategic or Co-development PartnerPartner for Tahoe Truckee Earth Day Festival and youth environmental education. 30 years of promoting stewardship in the region.
• Alibi Ale Works - Truckee Public HousemajorGTM or Marketing PartnerVenue host for Wild & Scenic Film Festival Night 1 (2026). Provides venue, food, and drinks for sold-out event.
• Alder Creek Adventure Center (Tahoe Donner)majorGTM or Marketing PartnerVenue host for Wild & Scenic Film Festival Night 2 (2026). Sells tickets and provides venue for sold-out event.
• Synergy RepsminorGTM or Marketing PartnerHosts annual sample sales with outdoor brands (KÜHL, Kari Traa, SAXX, KINCO) donating 20% of proceeds to MAP.
• Smart Growth NetworkminorOthersResource partner for smart growth principles and sustainable land use planning education.
• Tahoe Institute of Natural ScienceminorStrategic or Co-development PartnerPartner for Trout Creek Pocket Park outdoor classroom, providing naturalist interpretation for educational panels.
• The Villager NurseryminorStrategic or Co-development PartnerPartner for Trout Creek Pocket Park restoration and stewardship activities including native plant replanting.
• Town of TruckeecoreStrategic or Co-development PartnerGovernment partner for Trout Creek Pocket Park, River Revitalization Steering Committee, and various planning processes. MAP engages in Town planning efforts and community benefit projects.
• Sierra Buttes Trail StewardshipminorStrategic or Co-development PartnerOrganizers of Lost & Found Gravel Festival where MAP hosts expo booth for community outreach.

Scale indicators16 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Trust for Public Land: National land conservation organization that operates at far greater scale but pursues a closely related mission of open space protection, often partnering with regional groups like MAP on acquisitions.
• Sierra Club: National grassroots environmental advocacy organization with a long-standing Toiyabe Chapter covering the Tahoe region; overlaps with MAP on land use advocacy but operates at significantly larger scale.

Direct peers

• Tahoe Fund: Tahoe-focused environmental nonprofit that funds and advocates for the protection and restoration of the Lake Tahoe basin, operating a similar member/donation-driven advocacy model in the same geography as MAP.
• The Martis Fund: Conservation coalition partner of MAP in the Martis Valley and Canyon Springs campaigns; specifically dedicated to protecting the Martis Valley from overdevelopment.
• Sierra Watershed Education Partnerships (SWEP): Regional environmental education nonprofit operating in Tahoe-Truckee with 30 years of stewardship programming; a current MAP partner that addresses an adjacent but overlapping mission of environmental stewardship.
• Sierra Buttes Trail Stewardship: Regional nonprofit that builds and maintains trails in the Sierra/Butte region and runs the Lost & Found Gravel Festival where MAP tabling; shares the small-team, event-driven grassroots nonprofit profile.
• Truckee Donner Land Trust: The closest regional peer; TDLT is a land trust that acquires and stewards conservation easements in the same Truckee-Tahoe geography and was MAP's primary partner on the $11.6M Canyon Springs acquisition.
• SOS Glenshire (Save Open Space Around Glenshire): Grassroots citizen group that collaborated with MAP on the Canyon Springs acquisition; operates in the same Truckee sub-region with a similar community-led advocacy focus on preventing development.
• Tahoe Institute of Natural Science: Truckee-Tahoe-based conservation nonprofit that delivers naturalist interpretation and education, including at MAP's Trout Creek Pocket Park; comparable small-team regional environmental model.

Others

• Tahoe Truckee Community Foundation: Regional community foundation that administers Give Back Tahoe (in which MAP participates) and the environmental scholarship program; a key ecosystem partner rather than direct competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mountain-area-preservation

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mountain Area Preservation