Representatives of the countys tourism district updated the Plymouth County Board of Supervisors on July 15, describing growth in digital marketing and visitor engagement but emphasizing financial fragility tied to noncompliance among short-term rental platforms.

Presenters traced the tourism districts origins to a 2012 decline in visitor-bureau funding and said a Tourism Investment District (TID) was formed after an eight-year process; two-thirds of county lodging providers joined. The district has operated for four-and-a-half years and reported increased website traffic, social media engagement and inclusion in statewide marketing efforts such as Visit California programs.

The tourism representatives reported several metrics: a recent surge in social media (Facebook reach reported at more than 305,000 and Instagram followers above 18,000), growth in website rankings and new digital "passes" (interactive itineraries) for micro-regions of the county. They said influencers and Visit California attention have increased inbound interest.

But presenters said the district budget is small (roughly $250,000 annual assessment revenue in recent years), administrative costs are disproportionately high, and the district faces a structural problem: widespread noncompliance among short-term rental operators, especially listings on VRBO and some private hosts that the presenters said do not register or pay the district assessment or the county's transient-occupancy tax (TOT).

A tourism board representative described localized noncompliance in the Lake Almanor area where local property managers remit TOT and the district assessment for roughly 170to180 vacation units managed locally, but many other individually listed vacation properties do not pay. "The VRBOs are often not paying TOT or the assessment and the Airbnb to date is paying TOT, but do not pay our assessments," the presenter said.

The presenters asked supervisors for support in several areas: help with compliance enforcement, outreach and education for property managers and homeowners, letters of support for grant applications, and consideration of options to achieve economies of scale, including possible expansion of the district or partnership with neighboring jurisdictions. The presenters said they will seek renewal of the district and may propose a higher assessment (an increase to 3% was mentioned) if the petition drive succeeds and more providers sign on.

County supervisors and staff discussed compliance options, including registration fees and annual registration ordinances that other counties have adopted. Staff noted state-level legislation under consideration that could allow counties to audit platforms such as Airbnb and improve enforcement. The tourism presenters said they are conducting a petition drive and expected to complete signature collection within a few weeks to meet renewal timelines.

Why it matters: The tourism district funds destination marketing intended to bring visitors who then spend on lodging, dining and retail; gaps in compliance erode the districts revenue base and may require assessment increases or consolidation to remain viable.