The Mendocino County Board of Supervisors on Tuesday, May 9, 2006 unanimously introduced an ordinance approving the Mendocino County Lodging Business Improvement. The Business Improvement District will promote all hotels, inns, bed & breakfasts, and vacation rental businesses in the County of Mendocino and in the cities of Fort Bragg, Point Arena, Ukiah and Willits.

Under terms of the ordinance, lodging operators will assess themselves 1 per cent of gross room or rental receipts, raising an estimated $550,000 to promote tourism in the county. The County of Mendocino will provide 50% matching funds to increase the total promotional and marketing budget to approximately $900,000, in the first year . Private industry will design and deliver the promotional and marketing program, through the Mendocino County Lodging Association. The ordinance caps the county’s administrative costs at one-percent (1%).

“This is a huge private/public sector partnership win for the entire county,” said Jo Bradley, president of MCLA. “Now, the hard work begins as we seek out professional marketing firms to strengthen promotional efforts. We will coordinate with the Mendocino Winegrowers Alliance, the Mendocino County Promotional Alliance, Chambers of Commerce and other organizations so that efforts are not duplicated.” The Mendocino County Lodging Association is working to leverage every available dollar and harness the best talent available to create jobs and revenues through promotion and marketing.

Sacramento, Sonoma, and Marin Counties also have lodging business improvement districts. Bradley said, “If Mendocino County achieves the same success, then Mendocino County Lodging Owners will have increased occupancies, profits and less seasonal employment.” “If this happens,” explained Bradley, “the entire county will reap the benefits of more jobs, revenue and tax base for basic municipal services such as, road repair, fire and police protection, and social services.”

The Business Improvement District did raise protests by several lodging operators. In response, MCLA welcomes the opportunity for criticism and extends an olive branch to those lodging owners who protested, urging them to participate in the development of marketing plans and promotional efforts. The value of the written protests totaled approximately 26%. To win by 74% in an election would be considered overwhelming.