Tourism is a major part of Tuolumne County’s economy. But it is more than just a source of income for business owners. It is a lifeline for county services.

And when the snow does not fall, like this February, and the people are not coming to visit, that lifeline shrinks fast.

What Is TOT?

The Transient Occupancy Tax (TOT), sometimes called the “tourist tax,” or “bed tax” is collected from visitors who stay in hotels, inns, cabins, vacation rentals, and campgrounds. In Tuolumne County, that tax rate is 12%.

Every time someone books a place to stay, a portion of that payment goes directly to the county. Last year, that added up to more than $7 million in TOT revenue.

Why That Matters

Unlike sales tax, TOT is one of the few funding sources that brings in outside dollars. It is money spent by visitors, not residents. And that money helps fund:

Parks and recreation
Public safety and fire services
Tourism marketing and economic development
Community grants and special events

When tourism slows down, that revenue drops. And the impact hits across the board.

Why Tourism Promotion Matters in Every Season

When a season does not go as planned… whether it is not enough snow in winter, too much smoke in summer, a canceled event, or a closed trail… the impact is felt across our economy. Fewer visitors means fewer bookings, fewer sales at local shops and restaurants, and fewer Transient Occupancy Tax (TOT) dollars going back into our parks, recreation programs, and public safety.

That is why the work of Visit Tuolumne County is so important. As our official tourism bureau, their job is to share the story of Tuolumne County all year long. From hiking and history to food, music, and mountain charm… they help bring awareness and foot traffic to the places and people that depend on it.

Strong and consistent promotion is how we stay resilient. Especially in the shoulder seasons when tourism tends to dip. It helps keep our small businesses open, supports local jobs, and ensures that services funded by TOT can continue.

If we want to keep our towns vibrant and our economy strong, we need to support the organizations doing the work to bring visitors here… no matter the season.

Pinecrest Fee Proposal: A Barrier, Not a Benefit

One recent proposal that could make things worse is the introduction of a paid parking fee at Pinecrest Lake.

While it may seem like a small change, this kind of paywall can have big consequences. Pinecrest is one of the most accessible, family-friendly day-use areas in the entire Sierra Nevada. It is a major draw for valley residents, returning families, and first-time visitors.

If we start charging families $18 to $28 just to park and walk the trail or let their kids splash by the dam, we risk turning away the very people who fuel our local economy. They might stay closer to home. They might choose a different destination. Or they might just make it a shorter trip. Meaning fewer meals bought in town, fewer cabins rented, fewer tax dollars earned.

This affects not just Pinecrest businesses, but the entire 108 corridor, including Twain Harte, Sugar Pine, Mi-Wuk, Cold Springs, Long Barn, and Strawberry. When people stop coming up the hill, everyone feels it.

Fire Funding Affects Tourism, Too

TOT and fire protection may seem like separate issues, but they are closely connected.

Visitors want to feel safe when they come here. Families driving up from the Bay Area check fire risk. Insurance companies look at our response coverage. When the county cuts funding to critical fire infrastructure, like the vote to defund CAL FIRE Station 56, it sends a message.

That message? We are not prepared. That is not the story we should be telling.

By restoring fire funding and investing in year-round preparedness, we protect not just homes and lives, we protect our reputation as a safe place to visit. And when we have visitors, we have a stronger economy.

What We Can Learn from Others

Not all counties are exactly like us, but there are a few that could share a few smart ideas that could work here in Tuolumne:

Diversify what we promote

Tourism does not have to be limited to summer fun and skiing and snow play. We have world class trails, spectacular views, historic downtowns, community events, amazing theater, art, food, and more.

Make information easy to find

Visitors want to feel safe and prepared. A single easy page that collects travel conditions, event calendars, and local business highlights can make a huge difference.

Combine preparedness with promotion

Instead of seeing fire danger and winter readiness and tourism as separate, other counties treat them as part of the same visitor experience. Knowing where roads are cleared, where power is out, and where warming centers or events are happening helps visitors plan their trip and decide to stay longer.

Build events that do not depend on weather

Winter markets, wine and food weekends, historical tours, arts and music events. These keep the economy moving even in the off seasons.

So What Can We Do?

First, we can let our District Supervisor, Anaiah Kirk, know how we feel. Here is his email - akirk@co.tuolumne.ca.us

Feel free to send him your thoughts on how you believe we can improve our county so that we can increase tourism, not scare off our #1 resource.

If we want a healthy local economy, we need to think beyond the high seasons. Here are a few ways we can support winter and shoulder-season tourism, with or without snow…

Promote hiking, biking, and waterfall trails that are still accessible
Host winter markets or small festivals in town centers
Encourage snowless activities like guided nature walks, wine tastings, or live music events
Support indoor tourism: art galleries, history museums, makerspaces, and theater

But none of that works if we keep adding fees and cutting services. We need to make it easier to visit, not harder.

I Want Your Ideas

So friends and neighbors, what do you think would bring people up here in the off-season? What events or experiences would make a difference for your business or neighborhood?

I would love to hear your thoughts. You can email me at info@timfordistric3.com

If we want a stronger local economy, we need to plan for the full year, not just hope for the high seasons. That means we need county leadership that connects the dots between public safety, tourism, and economic growth.

Because when tourism slows, the ripple effects reach all of us.

What Happens to TOT When Tourism Slows Down?