To: Board of Supervisors
From: County Administrative Office
Agenda Section: Consent
Vote Requirement: Majority
SUBJECT:
title
Resolution to Establish Humboldt County Tourism Advisory Board
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RECOMMENDATION(S):
Recommendation
That the Board of Supervisors:
1. Adopt Resolution to establish the Humboldt County Tourism Advisory Board; and
2. Approve and adopt the Humboldt County Tourism Advisory Board Bylaws.
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STRATEGIC PLAN:
This action supports the following areas of your Board's Strategic Plan:
Area of Focus: A Diverse, Equitable & Robust Economy
Strategic Plan Category: 2002 - Promote a robust tourism economy
DISCUSSION:
On June 10, 2024, your Board allocated funding for a marketing asset inventory analysis and the development of a countywide strategic marketing framework.
On Dec. 18, 2024, a Request for Proposals (RFP) was issued seeking qualified firms to conduct the inventory, access existing efforts and develop a comprehensive travel and tourism strategy. The RFP emphasized strong partner engagement and alignment with the county's tourism and economic development goals, including sustainable tourism, support for local businesses, unified branding, year-round visitation and inclusive community engagement. The RFP closed on Jan. 22, 2025, with six proposals received. Following evaluation and staff recommendation, your board approved a professional service agreement with JayRay Ads & PR on June 13, 2025.
On April 28, 2026, your Board received a presentation on the marketing asset inventory analysis and Countywide Travel and Tourism Marketing Strategy. After which your Board accepted and adopted the strategy and approved Transient Occupancy Tax (TOT) allocations for inclusion in the fiscal year (FY) 2026-27 proposed budget, including Measure J.
The strategy directly advances the county's Comprehensive Economic Development Strategy (CEDS) by establishing a framework for developing a unified brand and messaging, recommending govern...
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