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Council renews TBID for 2025–26 after no protests; Visit San Luis Obispo highlights midweek growth campaign
Summary
The council affirmed continuation of San Luis Obispo's Tourism Business Improvement District for fiscal year 2025–26 after a public hearing produced no protests. The TBID funds Visit San Luis Obispo marketing programs and directs 1% of TBID revenue to urban tree planting.
The City Council on Oct. 21 held the second part of its annual Tourism Business Improvement District (TBID) review and, after hearing no written or oral protests, adopted a resolution affirming continuation of the citywide TBID assessment for 2025–26.
What the TBID does: The TBID is funded by a 2 percent assessment on gross lodging receipts for transient-occupancy-tax–paying businesses in the city. Revenue is used for tourism marketing and related efforts that benefit lodging operators in the district; an advisory board of lodging owners recommends use of the funds.
Presentation and accomplishments: Economic Development and Tourism Manager Laura Fiedler and TBID Board Chair Clint Pierce summarized last year’s achievements and the board’s recommendation to continue the district. Pierce highlighted Visit San Luis Obispo’s new five-year strategic plan and the early results of the "Slow Life" brand evolution and midweek-growth strategy, and noted partnerships that leverage marketing, public relations and community sustainability programs. Pierce said the TBID helped deliver tens of millions of paid impressions and a large public-relations reach; staff noted that Visit San Luis Obispo’s visitor center welcomed about 74,000 visitors last year.
Council action: With zero written protests filed and no public speakers during the hearing, Council Member Marks moved and Council Member Boswell seconded adoption of a resolution declaring the basis for the assessment and levying the TBID assessment for FY 2025–26. The motion passed 5–0.
Why it matters: TBID funds market San Luis Obispo to visitors across the region and support programs intended to spread visitor demand across weekdays and shoulder seasons, a strategy local business leaders say helps reduce concentrated impacts and increase local economic benefit. The TBID also supports local sustainability goals: board members noted that 1 percent of TBID revenue is allocated to urban tree-planting through a partnership with EcoSLO and the City’s Office of Sustainability.
