Elliott Kennedy

A vote yes on Measure FF would increase Santa Rosa’s transient occupancy tax from 9% to 11% to address the general fund’s budget deficit.

Measure FF on the Sonoma County ballot calls to increase the city’s transient occupancy tax, also known as the “hotel tax,” on guests staying in Santa Rosa hotels and other guest lodgings to 11%. 

California gives the right to levy a hotel tax at the city and county level. Unincorporated Sonoma County’s transient occupancy tax is 12%, but all California cities set their own rates. 

If passed, Measure FF would go into effect on Jan. 1, 2025 and extend indefinitely until ended by voters. The transient occupancy tax has not been adjusted since 1993, according to the City of Santa Rosa’s impartial analysis. 

The City Council unanimously voted to place Measure FF on the November 2024 ballot. Santa Rosa’s general fund expenditures are currently over budget, with a $13.3 million deficit for the 2024-2025 adopted budget. 

The 2% increase will bring in $1.2 million annually into the general fund and address issues like maintaining streets, parks and providing public services, according to Santa Rosa City Manager Maraskeshia Smith’s written voter update. 

Santa Rosa’s hotel tax is low for the area compared to 10% in Petaluma, 12% in Rohnert Park and 14% in Healdsburg, according to Sonoma County’s latest transient occupancy tax report. 

In her official written argument for Measure FF on Aug. 13, Mayor Natalie Rogers stated that the tax increase would contribute to maintaining critical infrastructure like roads and public safety services without affecting Santa Rosa Residents. 

Eric Fraser, campaign manager for No On EE and FF, said, “There are a lot of reasons why people seek transient lodging, in a city like Santa Rosa. People that are workers, over the past five years, the people that were evacuees and victims of emergencies, traveling nurses, people in the area traveling in town for medical appointments.”

Fraser admitted that the opposition to Measure FF is small, but felt that tax increases like this merit opposition because they reduce human freedom. “People want a government that works for them as they pursue what they need to pursue. To us, it’s sort of a broader civil rights issue.” 

A vote yes on Measure FF would increase Santa Rosa’s transient occupancy tax from 9% to 11% to address the general fund’s budget deficit. 

A vote no on Measure FF would keep Santa Rosa’s transient occupancy tax at 9%.