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Local lodging operators and Visit Comfort clash over proposed county hotel tax; Visit Comfort asks for $25,000 startup support
Summary
Public commenters representing Joshua Creek Ranch and Tapatio Springs urged commissioners to oppose a county hotel occupancy tax, citing competitiveness and governance concerns. Visit Comfort presented a downtown assessment and requested $25,000 for data tools and park-focused marketing to boost rural tourism.
Several local lodging operators and the Visit Comfort nonprofit made opposing public statements on June 9 about a proposed county hotel occupancy tax (HOT).
Kevin Welborn, managing director at Joshua Creek Ranch, read a letter from owners expressing concern that a county HOT would disproportionately raise lodging costs for their guests and risk misallocation or cronyism in fund administration. “This tax will significantly increase the lodging charges that our guests will pay,” Welborn said, urging the court to consider the impact on small local operators.
Lenore Okerberg, a resident opposing the HOT, told commissioners she gathered nearly 300 signatures opposing the tax and argued private businesses and existing organizations can coordinate marketing without creating a new county tax. Paul Reshofsky, general manager of Tapatio Springs, said he remained firmly opposed, asking for a clear five-year plan, governance structure and financial projections before any consideration of a HOT.
After public comment the court heard a formal presentation from Texas Downtown (consultant) and VisitComfortTX. The assessment recommended strengthening economic vitality, preserving authenticity, improving wayfinding signage and creating coordinated promotion and events to boost weekday activity. Missy Ivankovich, president of VisitComfortTX, and Sherry Reynolds, a short-term rental owner and marketing volunteer, said Visit Comfort has organized 40-plus local businesses, raised over $50,000 in private funds, and seeks a $25,000 county seed grant to buy data intelligence and support park/wayfinding marketing to extend rural tourism beyond Comfort.
“Comfort doesn’t need dramatic reinvention,” the consultant said. “It needs alignment, clarity and activation.” Visit Comfort emphasized it is not asking the county to adopt a HOT today but asked for partnership funding to launch marketing efforts that could reduce dependence on a tax. Commissioners acknowledged alternative mechanisms (e.g., a targeted property-improvement district or TPID) and suggested continued stakeholder discussions during the upcoming budget process.
