The city of Chula Vista is exploring a possible November ballot measure that would raise the city’s hotel tax rate by roughly five percent to fund a new city tourism bureau along with additional public safety resources.

Hotel Tax Increase Proposal

The city recently hired an Encinitas-based polling firm called True North Research to gauge voters’ support for increasing the city’s hotel tax rate by four percent. Chula Vista’s base hotel tax rate currently stands at 10 percent for all guest stays of 30 days or less.

Guests at hotels along the city’s bayfront, including the recently opened Gaylord Pacific Resort and Convention Center, pay a higher rate of 15.5 percent. If the City Council decides to place a hotel tax increase on the November ballot, and voters approve the measure, Chula Vista’s hotel tax rate would rise to one of the highest levels in San Diego County.

City Councilmember Jose Preciado, who spearheaded the potential tax increase along with fellow Chula Vista Councilmember Cesar Fernandez, said charging all hotels the higher bayfront rate could generate roughly $3.5 million annually. The additional revenue would help pay for up to 10 new police officers and a new city-funded visitors bureau to market the city as a tourism destination and plan for future tourism growth.

Poll and Proposal

The poll currently being conducted by the city proposes earmarking new tax revenue for 911 emergency response resources, homelessness services, job creation efforts, and maintaining city parks. The Council would need to vote to place the tax increase on the ballot by the first week of August to meet a filing deadline for the Nov. 3 election.

Original reporting: Voice of San Diego — read the source article.