Santa Barbara County Vintners’ District: A Step Toward Boosting Wine Tourism and Business, Amid Controversy Over One Percent Levy

On Tuesday, the county supervisors took a step towards establishing a vintners’ business improvement district in Santa Barbara County. If approved, this district aims to promote the region as a premier destination for wine tourists and direct buyers, generating $1.65 million annually to market the wine scene against competitors in Paso Robles and Monterey.

However, a similar effort was attempted four years ago but was withdrawn in 2020 due to opposition from smaller vineyards. Critics argue 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.

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 believe that it is necessary for Santa Barbara to remain competitive in the region’s wine industry and enhance marketing efforts to promote the area as a leading destination for wine enthusiasts.