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Board directs staff to renegotiate Humboldt Lodging Alliance governance, approves consulting review
Summary
Following an HLA annual report, the Humboldt County Board of Supervisors directed staff to begin negotiations with the Humboldt Lodging Alliance over the management district plan and voted to retain or consult a TBID governance expert; the motion passed unanimously.
The Humboldt County Board of Supervisors received the Humboldt Lodging Alliance (HLA) annual report on July 7 and directed county staff to open negotiations with HLA to update the Tourism Business Improvement District (TBID) management district plan and the county’s agreement for services. The board also authorized staff to retain or consult with a nationally recognized TBID governance consultant to assist during negotiations; the action passed 4‑0.
HLA Executive Director Meredith Matthews summarized two years of activity: roughly $1.5 million in destination marketing, about $756,000 in event funding and more than $1 million in tourism infrastructure and capital investments supported by lodging assessments and HLA members. HLA’s campaigns and event investments include off‑county advertising, social‑media outreach and grants to local festivals and capital projects intended to increase overnight stays and visitor spending.
Chair Wilson reiterated concerns he has raised previously about transparency and Brown Act compliance, and asked staff to include an analysis of whether a room‑occupancy tax (TOT) ballot measure might be an appropriate alternative to the current TBID construct. County staff told the board that a consultant engagement is likely to cost under $50,000 and could be funded from contingencies; staff and board members suggested the HLA could be asked to share consulting costs but left the allocation to the ad hoc and staff to negotiate.
Supervisors applauded HLA’s reported investments in countywide events and capital projects but asked for clearer governance, reporting and fiscal oversight provisions. The board asked staff to negotiate clarifying amendments on governance responsibilities, fiscal oversight, allocation authority and reporting requirements and return with proposed contract language. An ad hoc board (supervisors Bushnell and Madrone) will be involved in the negotiations and staff will come back to the full board with recommendations; the motion to direct staff and retain consultant passed 4‑0.
What happens next: staff will begin negotiations with HLA and solicit a TBID consultant to assist (estimated cost under $50,000). The ad hoc supervisors will participate in the process and the board will receive a return report and proposed contract amendments for approval.
