To: Board of Supervisors
From: County Administrative Office
Agenda Section: Departmental
Vote Requirement: Majority
SUBJECT:
title
Humboldt County Marketing Asset Inventory Analysis and Countywide Travel and Tourism Marketing Strategy and Transient Occupancy Tax Fiscal Year 2026-27 Funding Recommendations
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RECOMMENDATION(S):
Recommendation
That the Board of Supervisors:
1. Receive a presentation on the Humboldt County marketing asset inventory analysis and Countywide Travel and Tourism Marketing Strategy; and
2. Accept and adopt the attached Countywide Travel and Tourism Marketing Strategy; and
3. Approve Transient Occupancy Tax (TOT) allocations to be included in the fiscal year (FY) 2026-27 Proposed Budget, including Measure J, at the same level as FY 2025-26 with adjustments as outlined in the staff report.
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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 and the development of a countywide strategic marketing framework.
In response, a Request for Proposals (RFP) was issued on Dec. 18, 2024, 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, in the amount of $49,460.
Since then, JayRay Ads & PR has worked closely with County staff and community partners to complet...
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