Highway 1 Tourism Marketing District formation
Summary
The county launched proceedings to formally establish the H1TMD, which levies a 2% assessment on coastal lodging to fund tourism marketing and community amenities — including the Upwell turtle sculpture in Avila Beach.
At a glance
- Total mentions
- 6
- Last 30 days
- 4
Discussed at 2 meetings in the last 60 days; most recently Nov 3, 2026.
Impact analysis
2% assessment on lodging businesses in coastal communities.
Coastal lodging businesses and the communities that share in tourism-funded amenities.
Oceano Pier Avenue short-term rental owners, who say they're taxed without representation and lumped into the wrong marketing area; Supervisor Ortiz-Legg raised Avila concerns too.
Mentions & discussions (3)
Board of Supervisors - Nov 3, 2026
A new tourism marketing district covering ten unincorporated coastal communities is one step from formation. Lodging assessments fund marketing; the board approved the Alliance's spending policy, with the final levy vote set for November 17.
Board of Supervisors - Sep 29, 2026
The county launched proceedings to formally establish the H1TMD, which levies a 2% assessment on coastal lodging to fund tourism marketing and community amenities — including the Upwell turtle sculpture in Avila Beach.
Board of Supervisors - May 19, 2026
The 2% lodging assessment was renewed after almost no protests, but Supervisors want changes — more accountability, better community benefit, and answers on overlaps with Visit SLO CAL — before converting to a 1994-model district this fall.
We'll email you when it's on an upcoming agenda and when it's voted on, at most once a day.
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