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M O R E F A Q SM O R E F A Q S

ABOUTABOUT

WHY IS THE WINE PRESERVE BEING CREATED? WHY NOW?Currently, wine industry marketing is funded through various channels, including events, grants,sponsorships, and membership dues to the Vintners Association. The ambitions of the industry

continue to outpace the funding available. The Wine Preserve is the most effective, efficient, andinfluential solution to create long-term, meaningful and stable funding for promoting the entire wineregion. Why now? Competition for wine tourism has never been greater. SBC wines have gained inreputation and recognition, but the sales and visitation do not match the exceptional quality of the

product. It is time to change that dynamic.

SANTA BARBARA COUNTY WINE PRESERVE

FOR  MORE INFO : SBCOUNTYWINES .COM /SANTA -BARBARA -WINE -PRESERVE

The Santa Barbara County Wine Preserve is a Wine BusinessImprovement District (BID) created to provide funding for Santa Barbara

County wine, winery & vineyard promotions. A 1% assessment on Direct-to-Consumer (DTC) sales that may be passed to the

consumer funds marketing and education programs.

WHICH WINERIES WILL BE INVOLVED? IS PARTICIPATION REQUIRED?

There are several wine regions seeking to create aWine BID, but none have been formed yet. You have

probably seen a BID in action before. Visit SantaBarbara, Visit Santa Ynez Valley, Explore Lompocand Discover Santa Maria Valley are all Tourism

BIDs that charge a small fee on hotel stays to fund their marketing efforts.

The Wine Preserve (BID) is funded by a 1% feecharged on all DTC sales that incur CA sales

tax. This includes wine, tasting fees,merchandise and food, events, and wine clubs.

All Santa Barbara County wineries andvineyards with Direct-To-Consumer sales will

pay into the assessment. They will bemembers of the new district, funded by the

Wine Preserve. No assessed member will paymembership dues.

Legally, any Business Improvement District(BID) requires all businesses within thespecified industry (e.g. hotels, wineries, etc.)to participate. Each city, as well as theCounty, will vote on joining the WinePreserve.

The winery collects the fee as part of the normalcustomer transaction. A third-party accountingfirm then collects the fee from the winery anddistributes it to the Wine Preserve, keeping allinformation confidential. The County has the rightto audit the system and would do so through thethird-party accounting firm.

ARE THERE OTHER WINE BIDS? WHO DECIDES TO CREATE THE BID?

WHO FUNDS THE BID? HOW ARE FUNDS COLLECTED?

The majority of an assessed industry decides topetition to create a BID. In our case, the district isSanta Barbara County and the majority will becalculated on total DTC revenue. Each winery isweighted by their contribution to the total. Once50%+ of the represented revenue is reached, thedistrict may move forward with formation.

90% 10%

FUNDINGFUNDING

ADVOCACY

FUNDS RAISED BYEVENTS & NON-

WINERYMEMBERSHIP

REVENUE

Salaries

27.9%

Overhead & Reserve

18.6%

Marketing Agency

11.4%

Digital Advertising

10.2%

Visitor Center

8.7%

Marketing Materials

8.5%

Social Media

4.8%

PR Firm

4.8%

App Development

1.5%

Salaries

27.9%

Overhead & Reserve

18.6%

Marketing Agency

11.4%

Digital Ads

10.2%

Visitor Center

8.7%

Marketing Materials

8.5%

Social Media

4.8%

PR Firm

4.8%

App Development

1.5%

PROMOTIONS

P R O M O T I O N S B U D G E TP R O M O T I O N S B U D G E T

SANTA BARBARA COUNTY WINE PRESERVE

FOR  MORE INFO : SBCOUNTYWINES .COM /SANTA -BARBARA -WINE -PRESERVE

CUSTOMERS PAY 1% FEEON ALL CA PURCHASESAT ASSESSED WINERIES

FUNDS ARE MANAGED BY THENEW WINE PRESERVE

ORGANIZATION FORMARKETING OUR REGION

FEES ARECOLLECTED BY A

THIRD PARTY ANDKEPT CONFIDENTIAL

1ST YEAR BUDGET: $1,000,000 5-YEAR BUDGET: $5,000,000

10%

90%

"Sourcing grapes from Santa Barbara County

as well as our own estate vineyard allows me

to make well-balanced table wines that are

meant to be paired with food. Consumers are

looking for small-batch, high-quality wines they

can bring home for dinner or a special

occasion. It is time for our region to have an

increased marketing presence with sustainable

funding so Santa Barbara County wines can be

shared by wine lovers in our tasting rooms and

in their homes."

In TheirIn TheirOwn WordsOwn WordsQUOTES FROM THE

SBC WINE INDUSTRY

"Our family has been growing

winegrapes for five generations as well

as operating our winemaking facilities.

Over the years, we have seen the

positive impact of collective, regional

marketing. We fully support the Wine

Preserve and all of the benefits it will

bring to our local wine industry ."

Nicholas MillerVice President, Marketing

Thornhill Companies/Bien Nacido Vineyards

Douglas Barden MargerumOwner/Winemaker

Margerum & Barden Wines

THE GROWER

THE WINEMAKER

about the Wine PreserveAlison Laslett

CEOSanta Barbara Vintners

"The Santa Barbara wine country isuniquely positioned to become one ofCalifornia's premier wine destinations.We have made tremendous strides infinding funding for our region and theWine Preserve guarantees success for

years to come."

“We are a 2-billion-dollar industry in this

county with no voice or advocacy. It is easier

to drill an oil well than to build a winery in this

County. We need a loud, united, well-funded

voice to fight for our rights. The future of

Santa Barbara Wines rests in the constant

funding the Wine Preserve will provide for

promotions, allowing us to use other revenue

for advocacy."

THE INFLUENCER

QUOTES FROM THE

SBC WINE INDUSTRY

"The Santa Barbara County Wine

Preserve provides an opportunity for

our region to finally receive the

promotional opportunities needed to

put us on the map."

Chad MelvilleOwner/Winemaker

Melville Winery

Keith SaarloosOwner/Winemaker

Saarloos + Sons

THE WINEMAKER

about the Wine PreserveStephen JanesPence Vineyards & Winery

President, Santa Barbara Vintners

“The wines coming out of Santa Barbara WineCountry compete with the best in the world, no

matter what varietal you are drinking. As aregion, we have never had consistent and

stable funding to tell this story and therefore,consumers have no idea how great our winesare and how beautiful it is here. Creating theSanta Barbara Wine Preserve will change thatdynamic forever. We will look back in five toten years and say that was the best thing we

could have ever done.”

In TheirIn TheirOwn WordsOwn Words

"As the owner of a boutique winery, I

handle a majority of the winemaking

and promotions for my business. The

new Wine Preserve helps small wineries

like mine reach customers through a

collective marketing effort. The

Preserve provides exposure for all

wineries thanks to the support of

consumers visiting our tasting rooms."

THE BOUTIQUE WINERY OWNER

QUOTES FROM THE

SBC WINE INDUSTRY

"Santa Barbara County's wine industry is

like one giant family. We all help each

other out but we don't always see eye-

to-eye. The beauty of the Wine Preserve

is that every winery contributes to

funding used to promote our region and

all that it has to offer. Everyone

benefits."

Tim SniderPresident

Fess Parker & Epiphany Wineries

Jessica GascaOwner/Winemaker

Story of Soil Wines

THE FAMILY LEGACY

Photo credit | doug wilder, purely domestic wine report

"The prospect of a well-fundedmarketing effort benefitting all SantaBarbara wine industry businesses is

exciting and long overdue.  This is justthe boost our company and our winecommunity needs to recover from thechallenges of 2020 and grow into a

prosperous future.."

Becky BarieauCo-owner

Foxen Vineyard & Winery

about the Wine Preserve

In TheirIn TheirOwn WordsOwn Words

TIMELINETIMELINESANTA BARBARA COUNTY WINE PRESERVE

APRIL 2018

Begin Wine Preserve project: raise sponsorship,

contract Civitas Consulting.

JUNE 2019Draft Management District Plan (MDP) at 2%

of all CA Sales, based on County data.

O C T

2 0 2 0

PETITION DRIVE &

STAKEHOLDER

EDUCATION

PUBLIC HEARING

PROCESS (CITIES &

COUNTY) & EDUCATION

IMPLEMENT WINE

PRESERVE, BEGIN

COLLECTING FEE. NEW

BOARD MEMBER SPOTS

OPEN

JUNE 2018Meet with Santa Barbara County staff

AUGUST 2018 -MARCH 2019Sales data is gathered by County.

AUGUST 2019County reviews MDP

SEPTEMBER 2019 -AUGUST 2020

SBCOUNTYWINES .COM /SANTA -BARBARA -WINE -PRESERVE

Stakeholder education & feedback, over 20

group meetings conducted and countless

individual conversations.

FEBRUARY 2020County provides corrected data; BID structure

reduced to 1% of all CA Sales.

AUGUST 2020

Educational workshop to County BOS, who

requests auditable structure; BID returns to 1%

of all CA Sales.

SEPTEMBER 2020Finalize MDP with County and continued

Stakeholder Education on 1% of all CA Sales.

NEXT STEPSNEXT STEPS

N O V - D E C

2 0 2 0

Q 1

2 0 2 1

Q 2 - Q 3

2 0 2 1

WINE PRESERVE

FUNDING RECEIVED

BY THIRD QUARTER

JUNE 2020Wineries choose 1.5% of Tasting Room Sales

only to remove Wine Clubs. Structure is

pending Board of Supervisors (BOS) approval.

M Y T H # 1 : T H E 1 % F E E W I L L D I S S U A D E C U S T O M E R S F R O MV I S I T I N G S B C T A S T I N G R O O M SHistorically, BIDs see an increase in visitation and sales within their industryeach year. Our local Tourism BIDs in Santa Barbara County have experienced increases in yearly visitation, overnight stays, and sales &marketing funding. BID organizations succeed in reaching more visitors,increasing visitation, and increasing sales.

M Y T H S

M Y T H # 2 :THE WINE PRESERVE WILL MARKET SBC WINES TOWHOLESALERSNo Wine Preserve funds may legally be spent on marketing SBC wines towholesalers since the assessment is paid for through DTC sales. A successfulmarketing program will result in a halo effect that benefits all aspects of thewine industry, such as an increased demand for wine grapes and wine. Anyevents marketing to wholesalers will be funded from other revenue sources,including non-winery memberships and non-Wine Preserve, self-sustainingevents. We will continue to find ways that everyone may contribute to ourpromotional efforts. For instance, we will maintain grower membershipssince the Wine Preserve precludes them from participating in the BID, aswell as business and hospitality memberships. We will also pursue a GrapeCommission.

M Y T H # 3 : VINEYARDS SELLING GRAPES OUTSIDE OF THE COUNTYWILL NOT BE CONTRIBUTING TO THE PRESERVEIt is illegal to tax or charge a fee on crops outside of a government structure.Therefore, the Wine Preserve would never be able to add a fee to sales ofwine grapes without creating a Grape Commission, which is a separate entityunrelated to the Wine Preserve. 

M Y T H # 4 : THE BID FEE IS JUST A WAY FOR THE ASSOCIATIONTO FUND ITSELF AND DO WHAT IT WANTSBy law, all BID funds must be managed by members who pay the assessment,and may only be used for legally defined activities, such as marketing andcommunity engagement. All funds and direction will be finalized by the neworganization and future Board of Directors.

FOR  FAQS VIS IT : SBCOUNTYWINES .COM /SANTA -BARBARA -WINE -PRESERVE

SANTA BARBARAWINE PRESERVE

C O N T A C T U S

SANTA BARBARAWINE PRESERVE

Alison LaslettCEO

310.463.0262

alison@sbcountywines.com

Stephen Janes

President

Pence Vineyards & Winery

(2019-2021, Second Term)

Tyler Thomas

Star Lane/ Dierberg

Vineyards

(2019-2021, First Term)

Karen Steinwachs

Buttonwood

Winery & Vineyard

(2018-2020, First Term)

Phil CarpenterDirector of Membership

805.697.6970

phil@sbcountywines.com

Katy Rogers

Vice President

Jackson Family Wines

(2018-2020, First Term)

Callie Gleason

Refugio Ranch/Roblar Winery

(2018-2020, First Term)

Tim Snider

Epiphany Wine Co.

(2020-2022, First Term)

Jessica Gasca

Story of Soil

(2020-2022, First Term)

Wayne Kelterer

Secretary

The Hilt

(2019-2021, First Term)

Riley Slack

Foxen

Vineyard & Winery

(2019-2021, First Term)

Nicholas Miller

The Thornhill Companies

(2019-2021, First Term)

805 .688 .0881 | INFO@SBCOUNTYWINES .COM | SBCOUNTYWINES .COM

B O A R D O F D I R E C T O R S

Media contact: Kady Fleckenstein | 805.291.9389 | kady@kadydidconsulting.com