Celebrations echoed throughout Santa Barbara’s wine country on Tuesday as the County Board of Supervisors unanimously voted to establish a 1% assessment on direct-to-consumer sales at local wineries. The move aims to generate funding for regional marketing and strengthen the area’s position in the competitive wine industry.
The measure, known as the “Wine BID,” had initially faltered when it was proposed in 2020 due to lack of support. However, it has now garnered significant backing and is expected to raise approximately $1.5 million annually. The funds will benefit the Santa Barbara County Vintners Association, which will use the revenue to promote the region. Currently, other wine regions like Livermore and Temecula have already implemented similar programs, with the Wine BID funding model anticipated to grow in popularity as other areas such as Paso Robles and Monterey consider adopting it.
The Wine BID was discussed in over a dozen meetings in the last three months, including hearings in each of the county’s eight cities. A strong majority of wineries supported the proposal, with 126 signing petitions in favor, representing nearly 60% of the county’s wine sales. Opposition, represented by only four petitions, accounted for just 1.2% of sales.
While most city hearings were filled with overwhelming support for the initiative, Lompoc initially opted out. The city’s council, requiring three out of five votes for approval, saw one member vote against the BID, leaving the city out of the district. However, after a special meeting last Friday, Lompoc’s city council unanimously reversed the decision, joining the Wine BID.
Tuesday’s Board of Supervisors meeting had a smaller turnout compared to previous hearings, with only three public comments. Among those in opposition were Stephen Pepe of Clos Pepe Vineyard, who expressed concerns over consumer resistance to the fee and potential legal challenges. Kate Griffith from Flying Goat Cellars also raised issues regarding the integration of the fee into payment systems. In response, county staff clarified that the Santa Barbara Vintners Association had agreed to indemnify the county against any lawsuits, and Alison Laslett, the association’s president, pledged support for wineries transitioning to the new fee structure.
Supporters of the Wine BID also took to the podium, including Stephen Janes, a board member of the Santa Barbara Vintners and general manager of Gainey Vineyard. Janes highlighted the unity within the wine industry, with nearly 60% of local wineries coming together to back the initiative. “This issue has brought us all closer together,” he said, praising the strong, unified support from the region’s eight cities, all of which voted in favor of the Wine BID.
Supervisor Joan Hartman, representing the Santa Ynez Valley, where most of the county’s wineries are located, voiced her support for the measure. “This is a way for wineries to pool their resources and advertise the Santa Barbara brand,” she said. Hartman also downplayed concerns that consumers would oppose the fee, stating, “I don’t think one percent is a big deal.”
With the approval of the Wine BID, Santa Barbara County aims to strengthen its wine industry and boost its visibility in an increasingly competitive marketplace.
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