MONDAY, JANUARY 5, 2026. BY STUART SPENCER, LODI WINEGRAPE COMMISSION.
On November 18, 2025, Lodi took a decisive step forward. With over 72 percent support from Lodi wineries, the San Joaquin County Board of Supervisors voted to officially form the Lodi Winery Business Improvement District (LWBID), a milestone that positions our region to compete, grow, and thrive in an increasingly dynamic wine marketplace.
This wasn’t a quick decision. It was the culmination of a thoughtful, transparent, three-year process in which wineries of all sizes worked together, voiced concerns, refined plans, and ultimately built consensus around a shared vision for Lodi’s future.
The result is a sustainable, winery-led funding model that ensures Lodi has the resources to promote our wines, attract visitors, and strengthen our community for decades to come.
LWBID community supporters with San Joaquin County Supervisor Steve Ding following the November 18 meeting.
Building on a Strong Foundation
For 35 years, Lodi growers have provided the primary financial support for promoting the Lodi wine region funding marketing, events, media outreach, and the programs that have helped define and elevate Lodi’s reputation. This grower support through the Lodi Winegrape Commission has created tremendous value for the entire region and has played a central role in the success of Lodi wineries.
The LWBID doesn’t replace that partnership, it strengthens it. By creating a parallel, winery-funded structure, we’re ensuring that both growers and wineries are investing together in Lodi’s future. This balanced approach reflects our shared commitment to building something stronger than any one of us could achieve alone.
This custom 3-bottle wine mailer extended the Commission’s grower-funded $400K+ “A Rising Tide” campaign, helping reach millions of consumers through video views, website traffic, and social media interaction.
The Time to Promote Lodi is Now
The wine marketplace is shifting rapidly. U.S. wine consumption has declined for three consecutive years as consumers explore an ever-expanding range of beverages and experiences. At the same time, wine-producing countries around the world are investing millions in the U.S. marketplace, many backed by substantial government subsidies, while California wine regions compete for the same attention, time, and travel dollars.
In response, wine regions across the state are forming or expanding business improvement districts to secure stable, dedicated funding for promotion and visitor engagement. The regions that invest in professional marketing, exceptional visitor experiences, and strong community infrastructure are the ones that will succeed.
The LWBID gives us the ability to compete effectively, tell our story boldly, and welcome the next generation of wine lovers to Lodi. This is how we ensure California and Lodi wine remains relevant, competitive, and visible in our home market.
What the LWBID Is, and How It’s Funded
Beginning January 1, 2026, all Lodi wineries will contribute an assessment of 1.5% on taxable direct-to-consumer sales, including wine, tasting fees, events, merchandise, and other in-state transactions subject to California sales tax. Out-of-state consumer sales and wholesale are exempt. San Joaquin County will contract with HdL, a third-party administrator, to ensure accurate and transparent quarterly collections.
Importantly, wineries may choose to pass this assessment on to customers, itemized on receipts, similar to how hotels pass through tourism fees. Others may prefer to absorb the fee internally. The decision rests with each winery, allowing flexibility while maintaining consistency in how funds are generated.
Activities the LWBID Will Support
The district will provide a significant new source of funding that will support two major areas of work: marketing and business improvement. Together, these efforts will help build demand for Lodi wines, strengthen winery operations, and elevate the region’s visibility across the state and beyond.
Marketing and Brand Awareness
The primary goal is to increase demand for Lodi wines and attract more visitors to our tasting rooms. Activities may include:
- Integrated advertising and outreach campaigns
- Creation of video, print, and digital content
- Expanded engagement with media, influencers, and travel writers
- Signature events in Lodi and in key markets to broaden our customer base
- Trade and industry outreach
- Regional signage and visitor information
- Coordinated marketing that aligns with the Lodi Winegrape Commission
- Strengthening the Lodi Wine identity across all communication channels
A recent example of the type of programming the district can help expand is the “No Reservations” initiative. This initiative celebrates Lodi’s welcoming and relaxed hospitality, reminding visitors that they can simply stop in, explore, and discover our wines without barriers. It highlights what sets Lodi apart and speaks directly to the kind of experience many consumers are seeking today.
Business Improvement and Community Engagement
These programs are designed to strengthen our wineries from within and build a more unified, professional, and connected community. Activities may include:
- Training for tasting room staff in hospitality, sales, and customer service
- Winemaking and production workshops that support continual improvement
- Workforce development partnerships with educational institutions
- Peer learning, professional development, and winery networking opportunities
- Tools, education, and communication that support a strong, engaged winery community
Together, these initiatives aim to raise the bar for the entire region and ensure that every guest experience reflects the quality and authenticity Lodi is known for.
Celebrating its 29th anniversary in 2026, Lodi Wine & Chocolate Weekend attracts thousands of visitors each year and funds key winery marketing and education programs, an event long managed and funded under the grower-supported Commission.
Working Together
A new 501(c)(6) winery association will oversee all LWBID funds, guided by a ten-member board composed of winery owners or their representatives along with one public member. Board positions will be staggered with annual elections to ensure continuity, accountability, and transparency. This winery led structure gives Lodi wineries direct oversight of how their funds are invested and provides a clear framework for setting priorities, allocating resources, and directing regional marketing efforts.
Just as important: for the first time, three strong, distinct organizations will be working together toward a shared vision for Lodi:
- Lodi Winegrape Commission – Grower funded marketing, research, education, and sustainability programs
- Lodi Winery BID – Winery funded marketing and business development
- Visit Lodi – Tourism promotion for lodging, dining, events, and regional attractions
Together, these organizations form a coordinated promotional engine that strengthens every part of the Lodi wine community. By aligning grower, winery, and tourism efforts, Lodi is better positioned to reach more consumers, attract more visitors, and compete more effectively in an increasingly crowded marketplace. This unified approach allows us to stand out not only in California, but on the national and global stage.
The Commission’s “Save the Old” campaign, showcased here in print, celebrates Lodi’s old vines and the wines they produce. Building on this work, Lodi growers recently sponsored part of the international Old Vine Conference, drawing media and trade to the region and reinforcing Lodi’s expertise in old vine viticulture and wines.
A Shared Future Built on Partnership
The formation of the Lodi Winery Business Improvement District marks a turning point for our region. It honors the legacy of our growers, empowers our wineries, and ensures that Lodi has the resources it needs to navigate a changing marketplace.
More importantly, it reflects our shared desire to strengthen community, define our identity as a wine region, and work together with a renewed sense of purpose. The priorities expressed by the new board, including building camaraderie, creating meaningful visitor experiences, and elevating Lodi wineries and wines, show a unified commitment to move forward together while remaining true to the values that define us. We know from experience that we are stronger together than apart, and this effort reflects that belief.
This Lodi Winery Business Improvement District is not just a funding mechanism. It is a commitment to each other and to the future of Lodi.
Contact author Stuart Spencer, Executive Director, Lodi Winegrape Commission with any questions about the new Lodi Winery Business Improvement District.
He can be reached at stuart@lodiwine.com or 209-367-4727.
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