As tourism becomes a key driver of Plumas County’s economy—supporting hundreds of jobs in hospitality, restaurants, and retail—local lodging owners remain divided over how best to promote the region and fund marketing efforts.
At a Nov. 4 public meeting, the Plumas County Board of Supervisors heard arguments for and against renewing the Plumas County Tourism Marketing District (TMD) for 10 years and increasing the transient occupancy tax (TOT) from 2% to 3%. The Plumas County Tourism Association (PCTA), representing lodging providers mainly in the western half of the county, seeks the extension and tax hike to expand professional marketing initiatives, including their website which has attracted over one million devices and generated nearly 17,000 booking clicks recently.
Supporters like PCTA President Susan Bryner and business owners Tracy Wixted and Riccardo Jacobus highlighted the benefits of coordinated marketing, local event grants, and the association’s role in driving visitors to lodging businesses.
Opponents, including long-time Lake Almanor lodging owner Clint Koble and others from the eastern county, raised concerns about the length of the renewal, the tax increase, and the limited geographic scope of the district. Koble proposed a more inclusive approach distributing TOT revenues to all chambers of commerce, arts organizations, and innovation hubs countywide to foster a unified, collective tourism effort.
Several lodging owners also criticized the weighted voting process—based on confidential revenue figures—that determines support for the district renewal, arguing it disproportionately favors larger businesses and sidelines smaller operators.
County Supervisor Jeff Engel voiced concerns about fairness in voting and the additional administrative costs incurred by the Treasurer-Tax Collector’s Office to redirect TOT revenues to the tourism association.
The Board of Supervisors will continue discussions at a public hearing scheduled for Dec. 9 at 10 a.m. in the Plumas County Courthouse. The decision will shape Plumas County’s tourism marketing strategy and funding for the coming decade.
