By Marshel Couso
Welcome to our weekly feature dedicated to covering Susanville and Lassen County’s business scene! Grand openings, new employees, renovations, new hours… each week we’ll keep you up to date with important information about the businesses you rely on.
Highway to the Gaming Zone
Susanville’s Highway to the Gaming Zone, located on Main Street, has officially leveled up. The midtown staple recently clinched the number three spot in a ranking of area game stores for November 2025, according to the web ranking platform BusinessRate.
The award highlights the store’s impact on the local gaming community and its reputation for quality service. For owner Thomas Herrera, the recognition is a reflection of the bond built between the shop and its patrons.
“We are honored to have recently received a Top 3 Business Rate Award for local video game stores,” Herrera said. “This distinction is based on positive customer feedback, making it especially meaningful to us.”
A Six-Year Journey
Since opening its doors six years ago, Highway to the Gaming Zone has focused on more than just selling consoles and cartridges. Herrera notes that the core mission has always been about fostering a local culture.
“We are deeply grateful for this recognition and for the continued love and support we have received over the past six years,” Herrera shared.
“From the beginning, our goal has been to create a welcoming space where everyone feels valued and a true sense of belonging within our shop.”
Looking Toward the Future
The BusinessRate award comes at a time of momentum for the store. As the gaming industry continues to evolve, Herrera is looking for ways to scale the business to meet the demands of Lassen County gamers.
“We sincerely thank every individual who has supported us along the way,” said Herrera. “This journey has been incredibly rewarding, and we look forward to continued growth as we expand our business to better serve the needs of our community.”
Whether you are looking for the latest release or a retro classic, you can visit Highway to the Gaming Zone on Main Street to see what makes them one of the top-rated spots in the region.
Lassen County Chamber of Commerce
The Lassen County Chamber of Commerce has officially ushered in a new era of leadership for 2026, announcing Morgan Wemple as the President of its Board of Directors.
According to the Chamber, Wemple steps into the role with a reputation for energy, organization, and a deep-seated commitment to the Chamber’s mission of fostering a thriving local economy. As President, she is set to lead the charge in supporting local business owners, strengthening community ties, and driving sustainable economic growth throughout Lassen County.
A Leader Rooted in Local Tradition
For many in the region, Wemple is already a familiar face. She is an integral part of Wemple’s Pumpkin Patch, a multi-generational family operation and one of Lassen County’s most beloved seasonal landmarks.
At the patch, Morgan manages the on-site coffee shop, ensuring a warm and welcoming experience for the thousands of families and visitors who travel to the area each autumn. Her work at the pumpkin patch highlights her dedication to local agriculture and her understanding of the vital role tourism plays in our rural economy.
Commitment to Community Service
Beyond her business and Chamber duties, Wemple is a tireless advocate for community traditions. She currently serves on the Lassen County Fair Board, where she helps oversee one of the area’s most significant annual events. Her involvement across these various boards showcases a collaborative leadership style and a genuine desire to see Susanville and the surrounding communities prosper.
“Morgan is known for her willingness to take on new challenges and her passion for small business development,” the Chamber shared in a statement. “Whether she’s working with business owners or supporting community events, she brings enthusiasm and a strong sense of service to everything she does.”
Life in Susanville
When she isn’t busy with her professional and volunteer responsibilities, Morgan enjoys spending time in the community with her husband, Mat, and their three daughters. She remains a firm believer in making Susanville a vibrant, welcoming place to live and work.
As the Chamber moves into the 2026 calendar year, Wemple’s blend of business savvy and community-first leadership is expected to play a key role in the continued progress of the Lassen County business landscape.
Lassen County Chamber of Commerce
Stay compliant in the New Year! The Lassen County Chamber of Commerce has announced that there are still a few 2026 California and Federal Employment Notices in stock at the Chamber.
These all-in-one posters ensure your business meets mandatory posting requirements. Local business owners can pick them up directly from the Chamber office at 1516 Main Street in Susanville.
Posters are $35 each and will be gone soon. To secure your copy, click the link below to order online, or stop by the Chamber https://forms.gle/yjuJ3HJSFha35C6u9
Is something noteworthy happening with your business? Let us know about it! Each Thursday morning, we present a round-up of interesting news from the Lassen County business scene and we want to hear from you. E-mail your business news to Marshel at [email protected].
