Board renews Tourism BIA assessment for FY25‑26; county tourism projects to continue with $9.3M in estimated revenue

The Board of Supervisors held a public hearing to consider continuing the county’s Tourism Business Improvement Area (BIA) assessment for fiscal year 2025–26. Catherine DePasqua, Director of Special Projects with the Economic Development Collaborative, said there had been no protests as of 10 a.m. and asked the board to continue the assessment without change.

Brian Markey, chair of the Sonoma County Tourism board, and Kelly Bass Seibel, vice president of community engagement, outlined the organization’s use of BIA funds and presented 2024 economic indicators from Dean Runyon Associates: visitor spending in the county rose 3.5% to $2.4 billion; travel and hospitality supported roughly 22,500 jobs; tourism generated about $218.4 million in tax revenue. They said the BIA is estimated to generate roughly $6 million next fiscal year and that Sonoma County Tourism also expects $3.3 million in transient occupancy tax (TOT) funding, for total tourism revenue of about $9.3 million in FY25‑26.

SCT staff described marketing priorities — including a ‘‘Wine Country for All’’ inclusion initiative, experience‑based tourism programs, and expanded consumer marketing — and said they plan partner training and municipal outreach to demonstrate return on investment. The board heard brief public comment both supporting and criticizing the BIA assessment; one resident urged discontinuing the assessment to reduce guest costs.

Following public comment and board questions, the board approved continuation of the BIA assessment and authorized staff to execute a one‑year agreement to fund Sonoma County Tourism’s programs for FY25‑26.