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Board backs steps to convert CBID governance after stakeholder survey
Summary
After an independent survey showed lodging stakeholders prioritize marketing and greater transparency, the Board authorized staff to begin the conversion process to a 1994 Streets & Highways District structure and to draft a district management plan, moving governance of the County Unincorporated Tourism Business Improvement District toward a modernized framework.
The Board of Supervisors agreed Feb. 10 to direct staff to pursue conversion of the County Unincorporated Tourism Business Improvement District (CBID) from its current 1989 Streets & Highways code governance to the 1994 district model.
An independent survey administered by Whereabout and subcontracted by Highway 1 Tourism Alliance produced 235 responses (a 16% raw response rate, 33% when adjusted for properties that do not collect rent) and showed respondents prioritized tourism marketing and perceived CBID-funded marketing initiatives as the highest-impact use of assessment funds.
"Marketing was most frequently ranked as number 1 use of funds and received the strongest perceived impact scores," staff reported. Respondents also asked for clearer transparency on how local assessments connect to benefits and many expressed interest in greater engagement.
Staff said conversion to the 1994 law would provide clearer district management plan requirements, enhanced accountability and reporting provisions, and governance flexibility. The board instructed staff to draft a resolution of intention, work with Highway 1 Tourism Alliance on a district management plan and conduct the statutory outreach and hearing process required for a 1994 conversion.
Local industry leaders and tourism board members urged the change as a path to greater local control and accountability; some public commenters asked the county to require strong transparency safeguards in any new district management plan.
What comes next: Staff will prepare a draft district management plan, conduct outreach to demonstrate sufficient support among assessed businesses, and return for a public hearing on formation under the 1994 law and subsequent hearing to disestablish the current 1989 framework.
