In January 2019, the City of Petaluma approved the establishment of a Petaluma Tourism Improvement District (PTID) which is an assessment district that includes all lodging businesses within the city boundaries. The annual assessment rate is 2 percent of gross short-term room rental revenues and provides benefits to the payors including funding of marketing and sales promotion efforts. The PTID has a five year life.
There are many benefits to the PTID:
- It is designed, created and governed by those who pay the assessment.
- It provides a long-term funding source for tourism promotion.
- Funds cannot be diverted to general government programs.
- Funds allow for a wide range of services.
The PTID Management District Plan calls for the PTID to contract with an “owners association” which is the Petaluma Lodging Association (PLA), a non-profit corporation. The PLA has contracted with the Petaluma Downtown Association to manage the overall non-local destination tourist promotion and marketing activities for the Petaluma Visitors Program.
Chair: Max Childs – Sheraton Sonoma Wine Country Petaluma
Vice Chair: Ken Murakami – Home 2 Suites
Secretary: Pauline Wood – San Francisco North/Petaluma KOA
Treasurer: Adrian Vasquez – Hampton Inn Petaluma
PLA BOARD OF DIRECTORS MEETING: AGENDAS
PLA BOARD OF DIRECTORS MEETING: APPROVED MINUTES