2024 SANT A ROSA TOURISM BUSINESS
IMPROVEMENT AREA ANNUAL REPORT , BUDGET
AND FUTURE WORK PLAN
City Council Meeting
November 4, 2025
Scott Adair, Chief Economic
Development Officer
Planning and Economic Development
1 BACKGROUND
Santa Rosa Tourism Business Improvement Area (SRTBIA)
Established: May 25, 2010, by City Council Ordinance No. 3946 • Formed under the Parking and Business Improvement Area Law of 1989 (Streets & Highways Code §36500 et seq.)
Purpose:
• Fund programs, services, and activities that promote tourism in Santa Rosa
• Support lodging operators by increasing overnight stays through marketing and promotion of the city’s scenic, cultural, and recreational assets
2 STRUCTURE
3 Assessment Structure:
• 3% fee on overnight stays at Santa Rosa lodging
establishments
• Funds dedicated to marketing and tourism-related activities that drive overnight visits
Fund Administration:
• Lodging operators remit assessments quarterly to the City • City retains a 2% administrative fee
• Remaining 98% distributed:
• 30% → City of Santa Rosa Economic Development
Division
• 70% → Santa Rosa Metro Chamber (contracted for tourism and welcome center operations)
GOVERNANCE
4 SRTBIA Advisory Board:
• Established by City Council
• Recommends use of funds and assessment methodology
• Prepares Annual Report each fiscal year (per §36533)
detailing expenditures and benefits
Ongoing Oversight:
• City Council annually adopts the SRTBIA Board’s Annual Reports, Budgets, and Work Plans
Staff Support:
• Staffing and SRTBIA Board liaising through the City of Santa Rosa Economic Development Division
REVENUE
5 ANAL YSIS
6 SRTBIA Annual Report, Budget & Work Plan Overview
Annual Report (Exhibit A):
• Summarizes activities and expenditures from the last reporting period
Budget (Exhibit A):
• Outlines planned expenditures and anticipated use of future assessments
Work Plan (Exhibit A):
• Expands fund uses to include additional tourism-related activities
• Aligns with Ordinance No. 3946 and the Parking & Business Improvement Area Law of 1989
ANNUAL REPORT
7 The Santa Rosa Tourism Business Improvement Area Advisory Board met on September 25, 2025, to approve the Annual Report, Budget and Future Work Plan.
Required Elements of the Annual Report & Work Plan
(Per Parking and Business Improvement Area Law of 1989, Streets & Highways Code §36500 et seq.)
• Changes to Boundaries: No changes recommended
• Improvements & Activities: Detailed in report
• Estimated Costs: Outlined in report
• Changes to Assessment Method or Basis: No changes
recommended
• Surplus or Deficit Revenues: Outlined in report
• Other Contributions (non-assessment sources): Outlined in report
WORKPLAN
8 • Three-year plan (amendable annually)
• Shifts administrative and clerical duties not assigned to the Board to staff
• Calls for development of a Santa Rosa Tourism Strategic Plan • Increases collaboration with regional tourism partners • Directs an evaluation of SRTBIA operations, including processes, board composition, and meeting frequency
• Calls for greater support of art, culture, and economic development initiatives
IMPACTS
9 Fiscal Impact:
• No impact to the City’s General Fund
Environmental Impact (CEQA):
• Not considered a “project” under CEQA §15378
• Alternatively exempt under CEQA §15061(b)(3) — no potential for significant environmental effects
RECOMMENDATION
10 The Planning and Economic Development
Department recommends that the Council, by
resolution, approve the 2024 Santa Rosa Tourism
Business Improvement Area (SRTBIA) Annual
Report, Budget and future Work Plan and the
continuation of the annual assessment on Santa
Rosa lodging businesses as further defined in § 6-
56.300 et seq, in City of Santa Rosa code.