Alpine outlines hotel-occupancy-tax grant rules and opens applications through April 17

The City of Alpine has opened applications for hotel-occupancy-tax grants for the Oct. 1, 2025 through Sept. 30, 2026 fiscal year, and applicants must deliver materials to City Secretary Gio Calderon by 5 p.m. on Thursday, April 17, Chris Ruggia, director of tourism for the City of Alpine, said during a public information session.

"The hotel occupancy tax is a state law, and the law, makes a 2 part test to determine whether any given expenditure is legal," Ruggia said, describing the test: an expense must (1) directly support the hotel industry in Alpine and (2) fit within one of the law's enumerated categories.

That two-part test is the threshold for eligibility and explains why certain categories and limits apply. Advertising is the largest category and, under both state law and Alpine's guidelines, Alpine must spend at least half of its hotel-occupancy-tax revenue on advertising targeted outside the city. Up to 15% of an awarded advertising grant may be used for production costs (video, photos, graphic or web design); the remaining advertising funds must be used to buy media space or placements. Ruggia said advertising placements must acknowledge the City of Alpine; staff must review and approve ad…