Last year the City of Rio Vista’s Transient Occupancy Tax (TOT) earned $30,000 for the city’s General Fund. Rio Vista landlords collect ten cents on every dollar spent by visitors staying in local hotel and motel rooms. Property owners also collect a TOT for short-term rental housing, like bed-and-breakfasts or vacation rentals of less than 30 days.
Since December 1, 2006, the city has taken in TOT’s at a10% rate and paid out this money in grants to local businesses, charities, and community organizations, like the Rio Vista Downtown Association and the Chamber of Commerce. Organizations like these submit grant requests detailing how they will spend the money to encourage increased tourism or local economic growth. Unlike other taxes, the city can legally spend TOTs from the General Fund for roads, parks, emergency services, or to promote economic development.
By comparison, the cities of San Bruno and Sonoma charge a TOT rate of 12 to 14%. The city of Anaheim (think Disneyland and lots of hotels and motels) assesses a 15% rate and last year generated a TOT of nearly $180 million. This is still less than their pre-covid $200 million pace.
In November of last year, the Rio Vista City Council adopted a resolution that created the Commerce & Tourism Transient Grant Program. This program aims to support local businesses and tourism through event promotion, social media, beautification, and direct grants. After forming the grant program, the city council voted to allocate $10,000 of the TOT funds to local groups as in the past but earmarked the $20,000 balance to promote the city. During the February 17th council meeting, members were asked to provide suggestions on how the $20,000 could best be used.
Council members came up with over a dozen suggestions including:
Local event advertising signs on top of City Hall, visible from the river.
Painting the water tower at the old army base with “City of Rio Vista.”
Print ads promoting Rio Vista for fishing/water sports.
Replacing downtown street light pole promotional banners with seasonal themes.
Improving Rio Vista advertising with a contracted social media consultant.
Electronic signage along Highway 12, visible from both directions, pointing drivers downtown for events.
Co-funding the new downtown street lighting project.
Sprucing up and maintaining the city boat launch for eye appeal.
Replacing dying plants and trees along the promenade riverfront. Parking and trash cans to be included in any improvements.
Co-sponsoring with local merchants the Yiftee Shop Local Gift Card program.
(www.yiftee.com).
Using “data analytics to identify economic development opportunities and analyze the success of City (of Rio Vista) sponsored events for marketing campaigns.” (Extract from March 17th City Council Meeting.)
After hearing from members of the public and further discussion among the council members, Mayor Edwin Okamura directed staff to investigate the practicality and cost of the top four ideas. At a future city council meeting, City Manager Kristina Miller will report on contracting with a social media consultant for enhanced marketing, and the possibility of combining data analytics to measure media messaging impact. She will also report on any new locally unique economic opportunities, more light pole advertising banners, and the possibility of Highway 12 electronic billboard advertising.
For more information on the TOT program, go to www.riovistacity.com and click on Agendas & Minutes. In the archive list, select the City Council March 17, 2026, VIDEO tab.
