The Santa Barbara County Board of Supervisors approved a crucial step on Tuesday that could lead to a vote 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, thereby generating $1.65 million annually to market the region’s wine scene against competitors in Paso Robles and Monterey.
Four years ago, a similar effort was attempted but was withdrawn due to opposition from smaller vineyards. Critics argue that the one percent levy on gross sales would be burdensome for smaller operators, and there are still questions about whether this proposal would constitute a new tax under state law, requiring a statewide vote of the people.
If approved, the district would require a simple majority of county wine growers 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 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 by enhancing marketing efforts and promoting the area as a leading destination for wine enthusiasts.
