Santa Barbara, CA – A significant milestone was reached on Tuesday when the Santa Barbara County Board of Supervisors unanimously voted to advance the proposed 1% tax on winery sales to fund regional marketing efforts. The plan, known as the “Wine BID,” was officially endorsed by the board, paving the way for the next steps in its approval process.
The proposal, spearheaded by the Santa Barbara County Association of Vintners, will now require support from each city within the county before returning to the Board of Supervisors for a public hearing on January 14. If all proceeds as planned, the Wine BID could be established at the board’s February 11 meeting.
During Tuesday’s session, the Board heard a presentation that emphasized the success of similar initiatives, such as the Business Improvement District (BID) in Temecula Valley, which saw a notable increase in visitation following its implementation. Alison Laslett, executive director of the Santa Barbara Vintners, explained that the Wine BID could generate between $1.5 to $1.6 million annually, which would be allocated to marketing efforts designed to boost the region’s wine tourism.
“This will bring representation and visitation to our region like we’ve never seen before,” said Laslett.
The meeting also featured input from six speakers, five of whom were winery owners or executives who voiced strong support for the proposal. Keith Saarloos, owner of Saarloos & Sons, expressed the challenges smaller wineries face when competing with large corporate wine companies. “Our little association is really fighting giants here,” he said.
However, the proposal was not without its critics. Stephen Pepe, owner of Clos Pepe Vineyard, raised concerns about potential legal issues surrounding the tax and pointed to 250 online comments that reflected opposition to the idea.
Supervisor Joan Hartmann expressed her support for the Wine BID, noting its potential to strengthen collaboration across the county’s visitor bureaus and hotel associations. “This will provide synergy for the entire region, even for industries beyond wine tourism,” Hartmann remarked.
Supervisor Bob Nelson, though initially concerned about the allocation of funds for political advocacy unrelated to wine, ultimately expressed support for the measure. He recalled a conversation with a struggling winemaker in the Lompoc area who expressed a willingness to accept a tax increase in hopes of revitalizing the local industry. “It’s unusual for a business to say, ‘Tax me more because I’m on life support,’” Nelson said.
The Board’s approval marks a critical step toward realizing the Wine BID, which, if successful, could significantly bolster the marketing efforts of Santa Barbara County’s renowned wine industry.
As the meeting concluded, the board members closed out their final session of the year, with many likely to celebrate the day’s decision in the heart of the county’s wine country.
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