Welcome to Sierra Rec Now Episode 18! In this special edition, we're shining a spotlight on small businesses that define the essence of the Sierra Nevada region. Join us as we sit down with Ethan Gotts, a key figure in the vibrant community of Truckee, California.

Ethan is part of the dynamic family behind California 89, a beloved fixture in Truckee's landscape. Founded by Lisa Gotts, California 89 began its journey in 2012, offering a unique blend of mountain lifestyle apparel and accessories. Now, the CA89 family proudly introduces CA89 Home, fulfilling Lisa's dream of a home store that reflects the heart and soul of the Sierra.

In this episode, Ethan shares insights into the journey of building and expanding the California 89 brand, fueled by a passion for Truckee's rich culture and the majestic beauty of the surrounding Sierra Nevada. Discover how this family business weaves together a tapestry of tradition, innovation, and a deep connection to the mountains.

Join us as Ethan takes us on a journey through his upbringing in Truckee, where the mountains were not just a backdrop but an integral part of everyday life. Learn how he balances his love for skiing and mountain living with the responsibilities of running a thriving family business.

From sourcing unique pieces from around the world to curating a space that elevates the ordinary, Ethan gives us a glimpse into the ethos of CA89 Home—a place where every item tells a story and reflects the spirit of the Sierra.

Tune in as we delve into the essence of small-town entrepreneurship, the magic of Truckee's community, and the art of living life to the fullest amidst the stunning landscapes of Lake Tahoe's backyard. This is Sierra Rec Now—where the stories of the Sierra come to life.