Santa Rosa Tourism Business Improvement Area Advisory Board Meeting - September 24, 2026

The Santa Rosa Tourism Business Improvement Area Advisory Board met on September 24, 2026. It reviewed the 2025 annual report, which documented approximately $139,000 in event awards and increased destination-marketing spending amid lower-than-expected lodging revenue, supported by excess cash flow from prior years rather than reserve funds. The board unanimously approved a motion to accept the report with clarifications and amendments and recommend that the City Council receive and adopt it. Staff also announced that applications were open through September 30 for a $50,000 event-support funding round covering events scheduled January 1 through June 30, 2027, and sought board members for the application review panel.

Staff reported that the City’s RFP for a Santa Rosa tourism strategic plan had received 11 responses; a stakeholder group will score proposals, interview top-ranked respondents, and bring a vendor-selection recommendation to the board. The resulting plan is expected to inform a more comprehensive scope for the City’s contract with Visit Santa Rosa, with a short-term extension of the existing contract planned in the interim. The board also received an update on the Ross Street activation, which had received SRTBIA funding and was scheduled to continue through October 31; results will be reported to the City Council.