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Calaveras Visitors Bureau touts digital gains as local watchdog alleges governance problems
Summary
The Calaveras Visitors Bureau presented 2025 tourism data and a shift to digital marketing; public commenters urged continued funding while a publisher alleged the CVB misrepresented its nonprofit status and pointed to active legal complaints involving a local supervisor. The board heard both sides and did not take immediate funding action.
The Calaveras Visitors Bureau told the Board of Supervisors on May 26 that visitor spending in 2025 rose about 2.7 percent to roughly $266 million and that the bureau’s shift to search-engine optimization and social media produced large organic gains, including hundreds of thousands of website clicks and hundreds of keywords now ranking on Google page one. CVB presenters said the county’s transient occupancy tax (TOT) for 2025 exceeded budget expectations at just over $2.7 million.
The presentation, led by the CVB’s outreach team and external consultants, emphasized a data-driven move from paid search toward organic SEO and a stronger social strategy to convert online interest into overnight stays. “We increased clicks by 430 percent compared to 2024 and captured 52 keywords in the number-one position,” one presenter said, noting the bureau’s focus on high-value origin markets such as San Francisco, Sacramento and select out-of-state cities.
Why it matters: Tourism dollars are a major local revenue source and support businesses across the county. The bureau requested that its upcoming budget allocation remain consistent with last year’s level and outlined marketing work intended to drive longer stays and higher per-visitor spending.
Public comment following the presentation split between praise for the bureau’s work and sharp accusations. Christopher Butner, publisher of calaveraswatchdog.com, alleged that the CVB has been mischaracterizing its nonprofit status and named active enforcement complaints and a criminal complaint that he said involve a local official tied to the CVB. “This is alleged fraudulent misrepresentation,” Butner said, urging the board not to approve further funding until the legal matters are resolved. He cited case and complaint numbers presented to the board during public comment.
Board members and other commenters pressed for documentation and due diligence. Several local business owners and residents — including distillery and hospitality operators — defended the CVB’s work, saying promotional activity has brought customers to local businesses. The board did not vote on new CVB funding at the meeting; members thanked presenters and asked staff to ensure the bureau’s performance metrics and any outstanding governance questions are clear before budget decisions.
What’s next: The CVB said it will continue monthly performance reporting and enhance outreach. Board members said they expect briefings or documentation to clarify the governance and contracting questions raised during public comment before the board finalizes next fiscal year allocations.
