The Lompoc City Council narrowly voted 2-1 against joining a new Santa Barbara County business improvement district focused on promoting wine tourism. The proposal included a 1% levy on retail sales at local wine-tasting facilities, potentially generating $1.65 million annually for marketing efforts. Winery representatives highlighted the need for increased publicity to compete with better-funded wine regions. While public support was evident, a three-vote majority was needed for approval, underscoring ongoing challenges in attracting tourists amidst shifting consumer preferences.
"Home to some of the best, most renowned wines in America but struggling to attract consumers and not getting the respect it deserves."
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