Santa Barbara County is one step closer to establishing a vintners’ business improvement district, which could generate $1.65 million annually and promote the county as a top destination for wine tourists. This district aims to better market Santa Barbara as a premier wine region against competitors like Paso Robles and Monterey.
However, a similar effort was attempted four years ago but faced opposition from smaller vineyards and was withdrawn in 2020. Concerns were raised about the one percent levy on gross sales that would be imposed by the district, seen as burdensome by smaller operators. Some argued that this levy constituted a new tax under state law, requiring a statewide vote for approval.
The proposed district would require a majority vote among the county’s wine growers, with votes weighted based on each operator’s gross sales. This data would need to be released to a private consultant for the voting process. If over 50 percent of all vintners agree to the improvement district, it would move forward. The Santa Barbara County Vintners Association emphasized the importance of the district for maintaining regional competitiveness.
Despite some concerns about the potential impact on smaller vineyards, with worries that the financial burden may be too high, there is ongoing discussion within Santa Barbara County’s wine industry about how best to promote the region as a leader in the wine market.