Tourism dollars flowing to TID

The Tourism Improvement District (TID), a funding mechanism that tacks on 2 percent to a hotel bill that does not go into city coffers, was unanimously approved for another 10 years by the Sonoma City Council Monday.

The TID is a benefit assessment district that helps fund marketing and sales promotion efforts for Sonoma lodging businesses. It includes all lodging businesses located within the boundaries of the City of Sonoma.

Bill Blum, general manager of MacArthur Place, who serves as the organization’s secretary, gave an over-all presentation noting that the additional 2 percent (added to the city’s 10 percent transient occupancy tax) raised about $644,000 this past fiscal year, which exceeded the budged amount by about $100,000.A small amount of money, representing 1 percent, goes to the city annually to cover the cost of collection on behalf of the District. The bulk of the money goes to the Sonoma Valley

Visitors Bureau for marketing.

“We budget very cautiously,” said Blum. “We do not want to fall short of our projections.”

In addition to promotion of Sonoma as a tourist destination, the group annually funds events that are considered promotional.In the past year $7,500 went to the Sonoma International Film Festival, $5,000 went to both Valley of the Moon Vintage Festival and Sonoma Valley Museum of Art, and $2,500 went to the Valley of the Moon Certified Farmers Market.

Wendy Peterson, executive director of the visitors bureau, commented on the three main promotional programs which are Holidays in Sonoma, Olive Festival, and Girlfriends Getaway Month. She discussed how advertising dollars are spent, noting that the focus is on winter months. She added that additional holiday lighting around the Plaza was paid for by the campaign.

The formation of the district two years ago was not without its share of controversy. Opponents of the district believed the additional money should be voted on and added to the city’s transient occupancy tax, and made available for any city program. Councilmember Steve Barbose had suggested a five-year renewal at the last meeting, but voted for the lengthier extension.

In other business the Council:

Approved the conversion of the Weyl House, a historic structure at 162-166 W. Spain St., to vacation rentals, overturning a Planning Commission denial by a 3-2 vote.

Modified Housing Element programs to make them consistent with state law, focusing on the housing unit allocation process.

Approved converting the Field of Dreams well to public use.

Tabled consideration of the establishment of a Tobacco Retailers Licensing Program until after the election.

Could not reach agreement on a new special events policy, leaving the existing one in place until further modifications can be made.

Placed an emergency ban on Automated Purchasing Machines in Sonoma, machines that purchase electronic gear on the spot after scanning the device.

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