Temecula Wine Country Tourism District Wins Board Approval

TEMECULA, CA - The Board of Supervisors Tuesday unanimously approved formation of the Temecula Wine Country Tourism Marketing District, which will generate revenue for promotional campaigns to attract more visitors to southwest Riverside County for the benefit of vintners and other businesses.

"We've come a long way," said Supervisor Chuck Washington, whose Third District encompasses the Temecula Valley. "This is a clean industry that is generating a lot of business, as well as tax revenue."

The marketing district, analogous to a business improvement district under state law, was conceived by the nonprofit Visit Temecula Valley, which will oversee future public outreach and media campaigns.

According to county Economic Development Agency documents, all lodge proprietors within the boundaries of county-designated wine country -- currently 31 -- will be required to set aside 2 percent of gross receipts from overnight stays and dedicate that revenue to Visit Temecula Valley's marketing efforts.

Funds will be procured on a quarterly basis by the county Office of the Treasurer-Tax Collector.

Supervisor Kevin Jeffries noted that the district will maintain an "opt- out" provision, allowing hoteliers who don't want to participate to forgo payments in support of the district.

"That's what brought me on board with this," Jeffries said. "It's as fair as you can get. There's no forced taxation."

It's estimated the district will generate roughly $188,000 annually.

Visit Temecula Valley spokeswoman Kimberly Adams told the board that wine country generates upwards of $696 million in economic activity annually, generating $21 million in state and local tax receipts.

"That's roughly the same impact as March Air Reserve Base, which we consider an economic icon," Supervisor Marion Ashley said. "And you're just getting started. This is going to be enormous"

Adams said forming the district took nearly a decade.

"We've not had anybody say they're not in favor of it," she told the board.

– By City News Service / Image by Renee Schiavone