The county supervisors approved a step on Tuesday that could lead to an election among county winemakers to establish a vintners’ business improvement district. This district aims to promote Santa Barbara County as a premier destination for wine tourists and direct buyers. If approved, the district could generate $1.65 million annually to market the region’s wine scene against competitors in Paso Robles and Monterey.
A similar effort was attempted four years ago but was withdrawn in 2020 due to opposition from smaller vineyards. Some concerns still exist about the proposal, with critics arguing that a one percent levy on gross sales would be burdensome for smaller operators. There are also questions about whether the proposal would constitute a new tax under state law, requiring a statewide vote of the people.
Under the proposal, a simple majority of county wine growers would need to vote in favor of the improvement district. Votes would be weighted based on a wine operator’s gross sales. To provide accurate data for this process, supervisors approved the release of sales tax information for all 350 operators to a private consultant. The district would pass if 50% of vintners, plus one, vote in favor.
Proponents of the improvement district, such as Tom Snyder from the Santa Barbara County Vintners Association, believe that it is necessary for Santa Barbara to remain competitive in the region’s wine industry. The district aims to enhance marketing efforts and promote the area as a leading destination for wine enthusiasts.