The Lompoc City Council recently voted on joining a Santa Barbara County wine-focused district. Despite a 2-1 majority vote in favor, three votes were required for approval. The proposal would have added a 1% levy to sales at local wine-tasting facilities to fund promotional efforts for the area. However, the city ultimately did not join the district.
Council Debates Financial Impact of Levy
City attorney Jeff Malawy explained the financial mechanics of the proposal. The levy would fund promotions for wine-tasting facilities, including maps, advertisements, and events targeting wine tourists. If all areas in the county participated, it could generate $1.65 million annually for marketing. Public opinion, mainly from the wine industry, was largely supportive.
Many local wine producers, like Eric Wilson and Lisa Liberati, supported the idea, hoping to boost the region’s visibility. Lompoc is home to acclaimed wineries, but the area struggles to attract tourists compared to well-established regions like Paso Robles. They argued that joining the business district would help Lompoc compete against better-funded wine regions.
Concerns About Wine Industry Challenges
Some industry members, like Steven Janes of Gainey Estate Vineyards, voiced concerns about the state of the wine industry. With trends like sober October, dry January, and a shift toward alternative beverages, local wineries face tough times. Without additional publicity, they fear financial struggles will persist in an increasingly challenging market.
The council vote ultimately failed, with two council members recusing themselves due to financial ties to local wineries. Of the remaining councilmembers, Mayor James Mosby and Dirk Starbuck voted in favor, while Victor Vega voted against it. The proposal’s failure marks the second time Lompoc has voted down joining the wine business district, with other cities moving forward with approval.