City of Santa Rosa \\ Business \\ Santa Rosa Tourism Business Improvement Area

Empire Building, Vineyard, Food on Plate, Roses

Santa Rosa Tourism Business Improvement Area (BIA)

The Santa Rosa Tourism Business Improvement Area (BIA) was established by the Santa Rosa City Council via ordinance #3946 on August 3, 2010.

The Santa Rosa Tourism BIA is a public/private sector partnership between the City of Santa Rosa, the Santa Rosa Chamber of Commerce and Santa Rosa hoteliers to provide efficient and complementary destination marketing; tourism and convention sales to benefit lodging operators by marketing Santa Rosa as a tourist destination; and providing programs that encourage overnight stays.

The City of Santa Rosa will collect a 3% BIA assessment on lodging operators within city limits. After deducting a two percent (2%) administrative fee, the City of Santa Rosa’s Economic Development Program will receive thirty percent (30%) of the receipts for the City’s destination marketing and special event efforts. The Santa Rosa Chamber of Commerce will receive the remaining seventy percent (70%) to fund the operations and activities of the Santa Rosa Convention and Visitors Bureau.  Lodging businesses include hotels, motels, bed and breakfast inns, vacation rentals, and all similar lodging businesses.

The initial strategic plan, approved by the BIA Advisory Board and the City Council, includes four key components:

  • Group Sales to bring groups and organizations to the community for meetings and conventions;
  • Event Support and Attraction to sustain and grow existing events and overnight visitors to our community, to create new events that do the same and to attract events currently taking place elsewhere that bring overnight visitors to Santa Rosa;
  • Marketing and Promotions/Public Relations activities are critical to brand Santa Rosa as a tremendous destination in the heart of wine country; and
  • Welcome Center Operations to direct visitors to the various hotels, restaurants and retail shopping opportunities and attractions in our community.
The current BIA Annual Report and Work Plan are available here.

 GovDelivery Notification


 Event Support Application

This application is for consideration for financial support from the Santa Rosa Tourism Business Improvement Area (SRTBIA). Only events that produce lodging room nights will be considered for funding. The SRTBIA’s goal is to support events that produce a minimum of 100 room nights now or in the future.

 Out There Campaign

The City of Santa Rosa is excited to announce the Out There campaign to brand Santa Rosa as a destination for overnight stays and shopping.

 Info for Hoteliers

Lodging operators subject to the BIA assessment can download forms and other information here.