Plumas County Tourism Association Seeks Renewal and Expansion of Marketing District
The Plumas County Tourism Association, serving the western half of Plumas County, is requesting the formal renewal of its marketing and business improvement district. Currently funded by a 2% occupancy tax on hotels and short-term lodging rentals, over two-thirds of the revenue supports advertising aimed at attracting tourists to the region.
The association, formerly Feather River Tourism, must secure authorization from the Plumas County Board of Supervisors by December 30 to keep the district active. On October 21, the board indicated intent to renew the district for an additional 10 years and approved increasing the lodging assessment fee from 2% to 3%. However, the decision followed a delay caused by missing documentation verifying that more than 50% of district businesses support the renewal.
Supervisor Mimi Hall expressed concerns about the lack of detailed data confirming business support. After an hour-long recess, the association, with assistance from Civitas Advisors, provided the necessary weighted voting data showing that lodging owners representing 54% of revenue—including Airbnb hosts—support the renewal, and 59% support it excluding Airbnb. This satisfied the board’s requirements.
The district, established in 2020, has contributed to growing the local tourism economy through targeted marketing efforts funded by the occupancy tax collected by the county Treasurer-Tax Collector’s office. The office receives a 2% administrative fee, which Treasurer Julie White noted does not fully cover staffing costs. Supervisor Jeff Engel raised concerns about this burden on county resources, referring to the arrangement as a “gift of public funds.”
The association estimates the renewed district would generate approximately $390,000 annually for tourism promotion in western Plumas County.
The board unanimously approved its intent to support a 10-year district renewal and increase the lodge owners’ assessment fee to 3%.
The discussion will continue at a Nov. 4 public meeting to hear testimony on establishing the Plumas County Tourism Marketing District and levying assessments. A public hearing on the district is scheduled for Dec. 9. Both meetings are scheduled to start at 10 a.m. and will be held in the board of supervisors’ room on the third floor of the Plumas County Courthouse.
