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Santa Barbara City Council unanimously consents to inclusion in countywide wine business improvement district
Summary
The council voted to consent to the County of Santa Barbara’s proposal to form a countywide Wine Business Improvement District and include territory within the city; the district would levy a 1% industry assessment on direct‑to‑consumer retail sales and is expected to generate about $1.5 million annually for regional wine marketing.
The Santa Barbara City Council voted unanimously on Feb. 4 to grant consent to the County of Santa Barbara to form the Santa Barbara County Wine Business Improvement District (SBC Wine BID) and to allow territory within the City of Santa Barbara to be included in that district.
County‑run business improvement districts are industry‑led assessment programs. Allison Laslett, CEO of the Santa Barbara Vintners Association, told the council the proposed wine BID would assess 1% on direct‑to‑consumer retail sales at wineries and tasting rooms (for example, retail purchases, wine‑club signups, souvenir merchandise), exclude wholesale and out‑of‑state sales, and be collected through a third‑party collections firm (HDL) that would take a 2% administration fee. Laslett said the BID is projected to generate approximately $1.5 million annually for regional wine marketing and promotion.
Laslett described the proposed BID as a predictable, stable funding source that would replace annual Vintners Association dues and enable sustained marketing that the association said previously produced measurable increases in visitation. The presentation cited prior grant-funded marketing of roughly $800,000 that the association used between 2020 and 2023, which Laslett said helped grow county wine sales about 49% from 2018 to 2022. The proposed BID, Laslett said, would not fund philanthropic work; the Vintners Association’s foundation would continue separate charitable fundraising.
More than 60% of county wineries had signed petitions in support of the district, Laslett said. Dozens of vintners and tasting‑room operators spoke at the council meeting in favor of inclusion, saying the BID would help the region remain competitive with other California wine regions and support lodging, restaurants and other local businesses that benefit when winery visits increase.
Council members discussed the procedural question of what council approval meant: the city’s vote allowed any ballots from city‑based wineries to be counted at the county level. Council Member Sneddon moved the staff recommendation to grant consent; Council Member Harmon seconded. The council then voted and the measure passed unanimously.
Because the county will be the governing board for the BID, the county will tabulate ballots and, if the county’s adoption vote succeeds and the requisite approval thresholds are met, the county will establish the district and collection arrangements. The city’s action on Feb. 4 authorized the inclusion of city territory in the ballot and counting process.
