Board approves Lodi Winery Business Improvement District to boost tourism promotion
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Summary
The Board voted 5-0 to establish the Lodi Winery Business Improvement District with reduced boundaries and an initial management plan; proponents said the assessment will fund marketing and events to draw visitors to Lodi and San Joaquin County.
The San Joaquin County Board of Supervisors voted unanimously on Nov. 18 to establish the Lodi Winery Business Improvement District (BID), approving a final management plan and boundaries that exclude wineries in adjacent jurisdictions.
Kelly Cadello, Senior Deputy County Administrator, summarized the feasibility process and noted that the final plan uses the same methodology as earlier outreach but omits wineries in Sacramento County and the cities of Elk Grove and Galt. With the revised boundaries, the organizers reported written petitions in favor representing 72 percent of affected winery owners by the methodology used.
Stuart Spencer of the Lodi Wine Grape Commission and consultant Gina Reed described the BID's priorities: joint regional marketing, event promotion and a new campaign called "No Reservations" intended to broaden Lodi's appeal and increase visitation. Spencer said the BID would be governed by an owners'association board representing small and large producers and would fund marketing campaigns and event promotion aimed at drawing multi-day visitors to the Lodi region.
Supervisor Dean defended the structure and rejected the characterization of the assessment as a general tax. "This isn't a tax," he said. "It's a visitor's tax'a business improvement assessment similar to a hotel occupancy tax," and he argued the district will support regional tourism assets beyond wineries alone.
The board approved the resolution to establish the district and adopted the final management district plan; collections are expected to begin Jan. 1, and the county administrator's office will contract with the owners'association to administer the program and return annual reports to the board.
The vote was 5-0.
