Ojai CHAUTAUQUAfiles.constantcontact.com/fa4cc69d301/5a793a85-da09-4c4e... · 2017-11-15 · Ojai...

Panel on Tourism in the Ojai ValleySunday, November 19th • 4:30-6:30PM

1129 Mar icopa H ighway #156 • Oja i , Ca l i fo rn ia 93023

Phone : (805) 231 -5974 • Emai l : o ja i cha t@gmai l . com • Webs i te : www.o ja icha t .o rg

CHAUTAUQUAOjai

DRAFT 11-15-17

The Ojai Chautauqua is part of a 150-year tradition that has thrived across the United States since the 19th century. The concept of the Chautauqua is to build community by bringing together ideas, entertainment, discussion, and expertise to local family and community gatherings. Former U.S.

President Theodore Roosevelt is quoted as saying that the Chautauqua is “The most American thing in America.” Ojai has modernized the Chautauqua tradition by focusing on today’s need to improve civil discourse on controversial subjects, where passions tend to run high. Civil discourse is noticeably absent from many aspects of contemporary life. The result of this failing is not only sad... It is dangerous. Through the Ojai Chautauqua, we hope to develop this essential ability so that together we can affect a positive change that extends far and wide. Visit www.ojaichat.org to view our past panels, to learn about future events, and to contribute to this endeavor.

• Ojai Chautauqua Panel on Tourism in the Ojai Valley • Sunday, November 19, 2017

We sincerely thank our Advisory Committee for helping us to craft questions, gather data, and to produce a balanced panel. Members of the committee include: Misty Hall, Kit Stoltz, Scott Eicher, Tim Dewar, Veronica Cole, Andrew Cantwell, Kimberly McLin, Bill Moses, Bret Bradigan, and Ulrich Brugger.

Ojai Chautauqua Advisory Committee

Tom KrauseTom Krause is the President of the Ojai Chautauqua Committee. Over the last 35 years, Tom has been an entrepreneur, consultant and frequent author and speaker on topics such as culture change, cognitive bias, leadership development, executive decision-making, behavioral safety, and patient safety. He is currently president of The Agora Foundation, a member of the Board of Visitors and Governors for St. John’s College, and the Board of Directors of Thomas Aquinas College. In 1979 Tom co-founded Behavioral Science Technology (BST) now a global consulting firm acquired in 2012 by DEKRA Insight. Tom has a Ph.D. in Clinical Psychology from the University of California-Irvine, master’s degrees from California State University-Long Beach and St. John’s College of Santa Fe, New Mexico, and

a bachelor’s degree from California State University-Long Beach. He is a long-time Ojai resident and non-profit contributor.

Ojai Chautauqua Moderator

Ojai Chautauqua Panelists

Ojai Chautauqua Panel on Tourism in the Ojai Valley • Sunday, November 19, 2017 •

Caryn BossonIn 1996, Caryn Bosson led a year-long community process that yielded the Ojai Valley Youth Master Plan, which became a statewide model for how a community can proactively provide opportunities for young people. The next year she founded the Ojai Valley Youth Foundation. She served as the OVYF’s

Executive Director for ten years, and for the past ten years was a staff member at TreePeople, a 45-year-old community forestry organization in Los Angeles. In 2012, as a board member of the Ojai Valley Green Coalition, Caryn helped put on an Ecotourism Forum at Meditation Mount, which involved panelists and community members in exploring ecotourism possibilities for the Ojai Valley. Caryn is now a nonprofit consultant, and a senior faculty member of California Lutheran University’s Center for Nonprofit Leadership. Visit her website at www.carynbosson.com.

Johnny JohnstonJohn F. Johnston, a 45-year resident of Ojai, holds a Master’s Degree in Public Administration from the University of Southern California and has more than forty years of executive management experience in both the public and private sectors. His governmental service includes 32 years as

a City Manager, Judicial Administrator, and County Executive Officer. Johnny has managed and advised numerous cities and several counties in California. In conjunction with his work at the Superior Court, he gave seminars on Public Ethics. He also taught Leadership in the graduate school of Public Policy at California Lutheran University. Prior to his retirement, Johnny was CEO of Ventura County, where he successfully resolved public employee labor disputes and eliminated a long-standing structural budget deficit.

Leslie ClarkLeslie Clark is a 4th generation Ojai resident who obtained her Masters in Fine Arts in painting from George Washington University in Washington DC. When she started life as a professional artist she also started traveling — finding inspiration for her paintings from her travels. She went to Africa first in

1994 and in 1996 opened Nomad Gallery in Ojai to showcase her work along with arts and artifacts from Africa and other travels. In 1998 she founded the Nomad Foundation to better the lives of the nomadic people in Niger who had so enriched her own. Today the Nomad Gallery and Foundation are still based at 307 E. Ojai avenue and she continues her mission to bring economic opportunity, health care and education to nomads and to give those who visit her gallery a virtual visit to Africa and beyond without having to buy a plane ticket.

Hallie KatzHallie Katz is co-owner of HumanArts Gallery, 246 E. Ojai Avenue, with her husband Stan. The gallery of American made fine crafts and furniture represents over 150 artists and has been in the Arcade in Ojai’s main shopping district for 42 years. Through the years Hallie has

served on the board of the Ojai Valley Chamber of Commerce, and on the advisory board of the Ojai Visitors Bureau. She was chairperson of the Ojai Village Merchants Committee for 20 years as well, organizing events such as art walks, holiday strolls, and the annual Merchant’s Back Yard Sale. Since 2009 she has designed and published the user-friendly Ojai Village Walking Maps found all over town to guide visitors and residents to over 80 downtown stores and restaurants. Still active in Ojai Village Merchants, Hallie and committee members will be creating an updated version of the map for 2018/19.

Michael HaleyMichael Haley is a pro-community activist, and a new arrival to Ojai. He and his wife Jennifer moved from Napa two years ago where they were grape growers for thirteen years. Upon arriving he became actively involved with community causes, including opposing the proliferation of short term

rentals. He was very active in local politics in Napa, serving on the General Plan Steering Committee, helped write the 2009 Napa County transportation plan, was President of the Napa Valley Taxpayers Alliance, served on the Watershed Information and Conservation Commission, and was a member of the Groundwater Resources Advisory Committee which wrote the state mandated plan for the conservation of groundwater in Napa.

Dennis RiceDennis has lived in Ojai since 1977, serving as Director of Happy Valley School (now Besant Hill School) until 2004, Director of Education at Laurel Springs School, and Asst. Headmaster for Academics at Villanova until 2014. He is the proud father and step-dad to five children, three of whom still live

and work in Ojai. His wife, Meredy, is a school administrator at Oak Grove School, where Dennis serves on the Board. A passion for learning and for how to best teach led him to an M.Ed. at U.C. Berkeley, graduate work at Harvard Graduate School of Education, and an MAE in Educational Leadership from Antioch. He currently serves as the President of the Ojai Valley Defense Fund, but he hopes to convey that the opinions expressed in the panel are entirely his own.

A Brief History of the Ojai Valley AWHAI

Signs of human activity have been found on the Channel Islands dating from 11,000 to 12,000 years ago. By 1000 A.D., descendents of these early Native Americans, named the Chumash, inhabited a large area of Southern California that included the Channel Islands and a coastal strip and inland valleys extending from Malibu Creek to Morro Bay.

Milling Stone Horizon (formerly called the Oak Grove People) is the name archaeologists now give to the period between 6,500 to 8,500 years ago due to the abundance of milling stones (basin metates and manos) that appeared during this time. This culture flourished from San Diego to San Luis Obispo.

Robert Browne, one of the founders of the Ojai Valley Museum and curator from 1967 until his death in 1993, discovered a Milling Stone Horizon site in the 1970s. He and his wife subsequently bought the property that was located in the Mira Monte-Oak View area. Browne and a crew of archaeologists excavated over 4,000 artifacts from the site.

The Chumash arts of basket weaving and boat construction are well known, and their extensive cosmology has been documented. The Chumash called the Ojai Valley “Awhai” (A-HA-EE), meaning moon. The Awhai village, one of five main villages in this area, was located in the Upper Ojai Valley.

RANCHO OJAY

In a period from 1769 to 1823, Spanish Franciscan fathers established 21 missions in Alta California. Mexico gained its independence from Spain in 1821, and in 1833 the Mexican government ratified a law to secularize the California missions. This order ushered in the Rancho Period. The mission and other lands were divided among the political and military leaders of early California. These rancheros ruled over vast estates.

In 1837, Governor Juan Alvarado granted the 17,716.83 acres of the upper and lower Ojai Valley to Fernando Tico, a prominent figure in the social and political affairs of the region. As was typical, Tico raised cattle in the valley for the hide and tallow trade with Europe. Tico sold all of Rancho Ojay (Spanish spelling) in 1853. After a change in ownership several times, an Easterner named Thomas A. Scott bought the Ojai Valley land. Scott, acting Assistant Secretary of War under President Lincoln and President of the Pennsylvania Railroad, was interested in oil exploration. By 1868, with little success in striking oil, Scott’s agent Thomas Bard began selling off Ojai Valley land to settlers interested in farming and living in a healthy climate. NORDHOFF

R. G. Surdam of San Buenaventura laid out a town site in the lower valley in 1873 and promoted the new town far and wide. In 1874, Surdam named his new town, Nordhoff, in honor of Charles Nordhoff, the author of a popular book at the time called, California for Health, Pleasure and Residence. Although Nordhoff did not mention the Ojai Valley in the first edition of his book, he subsequently visited his namesake town and included some glowing comments about our lovely valley in his 1882 revised edition. The Ojai Valley quickly gained a reputation as a healing place, especially for people with respiratory illnesses. Families from across the country arrived with sickly members to settle here. The discovery of hot springs in the local mountains added to Ojai’s healing mystique.

1854 Lithograph of the lower valley by A.H. Campbell

Early Nordhoff

Chumash painting by Oatley Kidder-OVM

OJAI

The small town of Nordhoff became a mecca, not only for pioneer families seeking a healthy environment, but also for wealthy Easterners wishing to winter in a warm climate. By 1903, the elite Foothills Hotel had been built on a mountain overlooking the town. At this time, the Foothills was one of the top tourist resorts in Southern California. Here visitors enjoyed dining, music concerts, horseback riding, and hunting and fishing trips into the back country.

One Eastern couple who began wintering at the Foothills Hotel was Edward Drummond Libbey and his wife Florence. They first arrived in 1908. Mr. Libbey, a successful glass manufacturer from Toledo, Ohio, was charmed by the rural beauty of the area and decided to build a home here. Libbey soon became active in civic affairs and proceeded to give the dusty western town a facelift. In 1916, he hired Richard Requa, of the San Diego architectural firm of Mead & Requa, to design a unifying Spanish style village.

Mr. Libbey, now known as our town benefactor, contributed to giving the valley its signature structures, including the Arcade, Pergola, Post Office Tower, The Oaks Hotel, St. Thomas Aquinas Church (now the Ojai Valley Museum), Libbey Park, the Ojai Valley Country Club (now the Ojai Valley Inn & Spa), and the Ojai Library property. After the facelift was completed in 1917, the town changed its name from Nordhoff to Ojai. Ojai today is known for its artists, educational institutions, rich musical presentations, delicious tangerines, tennis tournaments, spiritual and health offerings, and scenic beauty.

Learn more about Ojai’s rich history at the Ojai Valley Museum, located at 130 West Ojai Ave.

Call 805-640-1390 or visit www.ojaivalleymuseum.com.

The Foothills Hotel – burned in the 1917 fire. Rebuilt in a Spanish style in 1919, then demolished in 1976.

Edward Drummond Libbey

Postcard of Ojai Post Office Tower, Arcade and Pergola

Pink Moment over the Topa Topa Mountains

Source: Ojai Valley Museum


A History of Ojai Tourism

A Brief History of the OTID


Source: Ojai Valley News

Oh, Then It’s Done? Marketing effort sees its last dayPublished on Tuesday, November 7, 2017Andra Belknap, Ojai Valley News reporter

The Ojai Visitors Bureau (OVB) closed its doors for good Oct. 31, after the dissolution of the Ojai Tourism Improvement District (OTID). OTID moneys, raised through an assessment on those staying at local hotels, funded the OVB.

OTID was formed by the Ojai City Council in 2012 for a five-year term that ended Oct. 31.

Members of the OTID Advisory Committee appeared before the Ojai City Council in January hoping to renew the assessment district for a 10-year term. A March 28 Council resolution reauthorized the assessment district for a three-year term.

Discussion of an OTID renewal led to a community-wide debate over tourism in Ojai and a citizen-led referendum was able to collect enough signatures to send the question to a city-wide vote.

Then Ojai City Clerk Cynthia Burrell certified to the Council May 23 that the petition received more than the 498 signatures required to trigger the referendum process — 10% of Ojai’s 4,976 registered voters.

The referendum left the Council with two choices: repeal the OTID reauthorization or put the matter on the ballot. The Council voted unanimously June 13 in favor of the repeal. See also: “OTID is dead: City votes not to renew marketing effort” Ojai Valley News, June 15, 2017.

As of Oct. 31, the OVB has vacated its former Blanche Street storefront, maintenance on www.ojaivisitors.com has ceased and OVB’s social media accounts have closed, said Ojai Chamber of Commerce CEO Scott Eicher.

At a GlanceWhat is the TOT?The Transient Occupancy Tax (TOT) or “bed tax” is a tax, started in 1971, and now at a rate 10% of the rent charged to hotel/motel guests in Ojai. This tax is the largest revenue source for the city, comprising 34% of the general fund in 2017-2018.

What is the OTID?On November 1, 2012, the OTID began adding a 1% tourism tax, for a 5 year period. The OTID used that 1% revenue to fund the marketing initiative through the Ojai Visitors Bureau, which was managed by the Ojai Valley Chamber of Commerce.

The Non-Renewal of the OTIDMembers of the OTID Advisory Commit-tee appeared before the Ojai City Coun-cil in January, 2017, hoping to renew the assessment district for a 10-year term at an increased rate of 1.5%. A March 28 Coun-cil resolution reauthorized the assessment district for a three-year term, at the current 1% rate. Discussion of an OTID renewal led to a community-wide debate over tourism in Ojai and a citizen-led referendum was able to collect enough signatures to send the question to a city-wide vote. The referendum left the Council with two choices: repeal the OTID reauthorization or put the matter on the ballot. The Council voted unanimously June 13 in favor of the repeal.


According to the World Tourism Organization (WTO), sustainable tourism is a practice that leads to “management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems.”

The WTO defines three objectives of sustainable tourism:

Environment: Tourism should ensure an efficient use of environmental elements, with the least possible impact on ecological processes, natural heritage, wildlife and biodiversity.

Equity: Tourism must be respectful of socio-cultural elements of the host community, working to maintain cultural rituals, values, mutual understanding, tolerance and cultural heritage sites of the built environment.

Economy: Tourism should focus on long-term economic planning, balanced distribution of financial benefits from tourism, from employment to access to economic opportunities, social services and poverty alleviation.

This balanced long-term approach to sustainable tourism is only possible with shared responsibility and participation of all stakeholders, working together with strong political leadership through means of effective communication and consensus building. The process is ongoing and requires continuous monitoring and evaluation and should be consistently aware of the quality of the area’s tourism product, working to enrich tourists’ experience and increase their awareness of sustainability issues and promote and active and responsible role in the destination community (WTO, 2004).

Principles of Sustainable TourismSource: A Case Study in Sustainable Tourism by Beth Altringer, 2005


Financial Data About OjaiSource: City of Ojai Basic Financial Statement, June 20, 2016

12

The General Fund’s top three revenues are Property Taxes, Sales Taxes and Transient Occupancy Taxes, which generated approximately $5.4 million total revenue, which is 63% of the total General Fund revenues.

The Public Safety expenditures represent 35% of the total General Fund expenditures, while 20% was for Public Works and 26% was for General Government services

Property tax, 1,667,449

19%

Sales tax, 1,230,351

14%

TOT, 2,526,926

29%

License, permits & fees

1,250,385 14%

Motor vehicle in lieu

745,5219%

Intergov-Other, 302,501

4%

Charges for services 802,881

9%

Other Revenue, 147,537

2%

General Fund Revenues by Major Category For the Fiscal Year Ended June 30, 2016

General Government

2,294,644 26%

Public Safety3,123,625

35%

Public Works1,772,313

20%

Community Development

911,379 10%

Parks & Recreation

854,608 9%

Capital Outlay14,970

0%

General Fund Expenditures by Major CategoryFor the Fiscal Year Ended June 30, 2016

Financial Data About Ojai ContinuedSource: City of Ojai 17-18 Budget Presentation

SALES TAX TRENDSALES TAX COMPRISES APPROXIMATELY 14%

OF GENERAL FUND BUDGET

20

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

Sales Tax 13 Years

17

REVENUE TRENDS

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

GENERAL FUND TAX REVENUES 13 YEARS

Property Tax Sales TaxFranchise Fee Transient Occupancy TaxOther Tax


TRANSIENT OCCUPANCY TAX TRENDSTOT COMPRISES APPROXIMATELY 34% OF GENERAL FUND,

AND 20% OF TOT FUNDS THE CITY’S SHARE OF CIP PROJECTS

18

$2.52M

$1.64M

$2.43M$2.79M

$2.98M$3.15M $3.38M $3.47M

$.33M $.49M $.59M $.62M $.67M $.69M

$2.08M

$2.22M

$2.01M

$1.85M

$2.18M

$2.10M $2.30M $2.39M

$2.53M $2.70M$2.78M

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

TOT Revenue Trend 13 Years

Transient Occupancy Tax (Gross)

TOT Transfer to Fund 31

Transient Occupancy Tax (Net)

PROPERTY TAX TRENDPROPERTY TAX COMPRISES APPROXIMATELY 19%

OF GENERAL FUND BUDGET

19

$936K

$1.17M

$1.25M

$1.30M

$1.29M

$1.28M

$1.25M

$1.60M

$1.48M

$1.57M

$1.67M

$1.86M

$1.90M

- 200,000 400,000 600,000 800,000

1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000

Property Tax 13 Years


With the increase in tourism tax revenue, beginning in 2012-2013 the City of Ojai has been able to divert 20% of the Transient Occupancy Tax to its Capital Improvement Projects Fund (Fund 31). This has allowed for increased road repair, paving, and road completion on a multi-year basis.

2017 Local Profile City of Ojai

Southern California Association of Governments

4

II. Population

Population GrowthPopulation: 2000 - 2016

Source: California Department of Finance, E-5, 2016

Between 2000 and 2016, the total population of the City of Ojai decreased by 385 to 7,477 in 2016.

During this 16-year period, the city’s population growth rate of -4.9 percent was lower than the Ventura County rate of 13.7 percent.

0.87% of the total population of Ventura County is in the City of Ojai.

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

2000 2002 2004 2006 2008 2010 2012 2014 2016

Popu

latio

n

Population Data About OjaiSource: So. California Association of Governments’ Regional Council - May 2017



5

Population by Age

Population Share by Age: 2000, 2010, and 2016

Sources: 2000 and 2010 U.S. Decennial Census; Nielsen Co., 2016

Between 2000 and 2016, the age group 55-64 experienced the largest increase in share, growing from 9.4 to 18.1 percent.

The age group that experienced the greatest decline, by share, was age group 35-54, decreasing from 32.7 to 23.2 percent.

Population by Age: 2000, 2010, and 2016


The age group 55-64 added the most population, with an increase of 581 people between 2000 and 2016.

0%

5%

10%

15%

20%

25%

30%

35%

0-4 5-20 21-34 35-54 55-64 65+

Share of City

Pop

ulation

2000 2010 2016

0

500

1,000

1,500

2,000

2,500

3,000

Popu

latio

n

2000 2010 2016 • Ojai Chautauqua Panel on Tourism in the Ojai Valley • Sunday, November 19, 2017



5

Population by Age

Population Share by Age: 2000, 2010, and 2016


Between 2000 and 2016, the age group 55-64 experienced the largest increase in share, growing from 9.4 to 18.1 percent.

The age group that experienced the greatest decline, by share, was age group 35-54, decreasing from 32.7 to 23.2 percent.

Population by Age: 2000, 2010, and 2016


The age group 55-64 added the most population, with an increase of 581 people between 2000 and 2016.

0%

5%

10%

15%

20%

25%

30%

35%

0-4 5-20 21-34 35-54 55-64 65+

Share of City

Pop

ulation

2000 2010 2016

0

500

1,000

1,500

2,000

2,500

3,000

Popu

latio

n

2000 2010 2016


Source: www.towncharts.com

Population Data About Ojai Continued


-

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

82/83

83/84

84/85

85/86

86/87

87/88

88/89

89/90

90/91

91/92

92/93

93/94

94/95

95/96

96/97

97/98

98/99

99/00

00/01

01/02

02/03

03/04

04/05

05/06

06/07

07/08

08/09

09/10

10/11

11/12

12/13

13/14

14/15

15/16

16/17

17/18

OjaiUSDEnrollmentTrend-34yearsNumberofStudents

OjaiUSDEnrollmentTrend-34yearsNumberofStudents

Source: Ojai Unified School District

Ojai USD Enrollment Trend - 34 Years Number of Students

23

8.) STRs and School Enrollment

Ojai Unified School District Enrollment43

Key Findings v Ojai’s School Enrollment problem long predates the introduction of the major vacation rental platforms (AirBnb in 2008.com and VRBO.com in 2006.)_ v A review of the minutes for all 13 public meetings held by the Ojai Unified School District (OUSD) 7-11 Commission found zero references to “vacation rentals” “STR” “AirBnb” or VRBO”.44 v Many prospective families considering moving to Ojai either can’t afford to stay at the Ojai Valley Inn & Spa or prefer to stay in short-‐term rentals to get a sense of the community. Eliminating STRs cuts off a critical pipeline – a kind of “try before you buy” option -‐ that, ultimately, contributes to increased school enrollment. v Even if all 72 pre-ban vacation rentals in the City of Ojai had been occupied by families (unlikely since many were second homes and guest cottages without kitchens) and all 72 households

43 For 2001 to 2015 enrollment data, see “Enrollment Projection Study” Ojai Unified School District, August 12, 2015, p. 5 http://www.ojaiusd.org/Portals/0/Supt/7-‐11%20committee/OjaiUSD_Enrollment_Revised.pdf. For 2016 data see Ventura County Star, “Ojai Committee Considers Closing Elementary School”, http://archive.vcstar.com/news/education/schoolwatch/ojai-‐committee-‐considers-‐closing-‐elementary-‐school-‐28c3ff1c-‐eef8-‐38f2-‐e053-‐0100007fef86-‐364801061.html. For 2008 AirBnB launch see TechCrunch, “A Brief History of AirBnb” https://techcrunch.com/gallery/a-‐brief-‐history-‐of-‐airbnb/

44 For complete minutes see OUSD http://www.ojaiusd.org/Parents-‐Community/OUSD-‐7-‐11-‐Committee

Source: www.progressiveventuracounty.com

*(STR stands for Short Term Rental)


Sources: LA Almanac and Trulia

Single Family Home Price Trend since 1996

Housing Data About Ojai

$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$800,000

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017(July)

OrangeCounty

VenturaCounty

SanBernardinoCounty

RiversideCounty

SanDiegoCounty

Ojai

Ojai

*(STR stands for Short Term Rental)



15

Home Sales Prices

Median Home Sales Price for Existing Homes: 2000 - 2016 (in $ thousands)

Source: CoreLogic/DataQuick, 2016

Annual Median Home Sales Price Change for Existing Homes: 2000 - 2016

Source: CoreLogic/DataQuick, 2016

Between 2000 and 2016, the median home sales price of existing homes increased 123 percent from $285,000 to $635,000.

Median home sales price increased by 49.4 percent between 2010 and 2016.

In 2016, the median home sales price in the city was $635,000, $115,000 higher than that in the county overall.

Note: Median home sales price reflects resale of existing homes, which varies due to type of units sold.

Between 2000 and 2016, the largest single year increase was 36.2 percent.

$285$318

$356$405

$552

$662 $650 $640

$525

$418 $425 $415$442

$492

$570 $585$635

$0

$100

$200

$300

$400

$500

$600

$700

2000 2002 2004 2006 2008 2010 2012 2014 2016

In th

ousa

nds (

$)

0.0%

11.8% 11.7%13.8%

36.2%

20.1%

-1.9% -1.5%

-18.0%-20.4%

1.7%

-2.4%

6.4%

11.6%15.7%

2.7%

8.5%

-30%

-20%

-10%

0%

10%

20%

30%

40%

2000 2002 2004 2006 2008 2010 2012 2014 2016

Sales P

rice Ch

ange

Housing Data About Ojai ContinuedSource: So. California Association of Governments’ Regional Council - May 2017




9

III. Households Number of Households (Occupied Housing Units)

Number of Households: 2000 - 2016

Sources: 2000 and 2010 U.S. Decennial Census; California Department of Finance, E-5, 2016

Between 2000 and 2016, the total number of households in the City of Ojai decreased by 20 units, or -0.6 percent.

During this 16-year period, the city’s household growth rate of -0.6 percent was lower than the county growth rate of 12.4 percent.

1.1 percent of VenturaCounty’s total number of households are in the City of Ojai.

In 2016, the city’s average household size was 2.4, lower than the county average of 3.1.

Average Household Size: 2000 - 2016

Source: California Department of Finance, E-5, 2016

0

500

1,000

1,500

2,000

2,500

3,000

3,500

2000 2002 2004 2006 2008 2010 2012 2014 2016

Num

ber o

f Hou

seho

lds

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

2000 2002 2004 2006 2008 2010 2012 2014 2016

Aver

age H

ouse

hold

Size

Ojai Ventura County




12

IV. Housing Total Housing Production

Total Permits Issued for all Residential Units: 2000 - 2016

Source: Construction Industry Research Board, 2000 - 2016

Between 2000 and 2016, permits were issued for 152 residential units.

Permits Issued for all Residential Units per 1,000 Residents: 2000 - 2016


In 2000, the City of Ojai had 1.5 permits per 1,000 residents compared to the overall county figure of 6 permits per 1,000 residents.

For the city in 2016, the number of permits per 1,000 residents decreased to 0.3 permits. For the county overall, it decreased to 1.8 permits per 1,000 residents.

12

6

29

34

3

86 7

9

35 5

79

4 3 2

0

5

10

15

20

25

30

35

40

2000 2002 2004 2006 2008 2010 2012 2014 2016

Num

ber o

f Per

mits

0

1

2

3

4

5

6

7

2000 2002 2004 2006 2008 2010 2012 2014 2016

Perm

its p

er 1,

000 P

opul

atio

n

Ojai Ventura County



12

IV. Housing Total Housing Production

Total Permits Issued for all Residential Units: 2000 - 2016


Between 2000 and 2016, permits were issued for 152 residential units.

Permits Issued for all Residential Units per 1,000 Residents: 2000 - 2016


In 2000, the City of Ojai had 1.5 permits per 1,000 residents compared to the overall county figure of 6 permits per 1,000 residents.

For the city in 2016, the number of permits per 1,000 residents decreased to 0.3 permits. For the county overall, it decreased to 1.8 permits per 1,000 residents.

12

6

29

34

3

86 7

9

35 5

79

4 3 2

0

5

10

15

20

25

30

35

40

2000 2002 2004 2006 2008 2010 2012 2014 2016

Num

ber o

f Per

mits

0

1

2

3

4

5

6

7

2000 2002 2004 2006 2008 2010 2012 2014 2016

Perm

its p

er 1,

000 P

opul

atio

n

Ojai Ventura County



11

Household IncomeMedian Household Income: 2000, 2010, and 2016

Source: Nielsen Co., 2016

From 2000 to 2016, median household income increased by $18,459.

Note: Dollars are not adjusted for annual inflation.

Renters and Homeowners Percentage of Renters and Homeowners: 2000, 2010, and 2016

2000 2010 2016


Between 2000 and 2016, homeownership rates decreased and the share of renters increased.

$45,833

$61,990 $64,292

$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

2000 2010 2016

Medi

an H

ouse

hold

Inco

me

Rent41.7%

Own58.4%

Rent44.8%Own

55.2%

Rent42.2%

Own57.8%

Housing Data About Ojai ContinuedSource: So. California Association of Governments’ Regional Council - May 2017

Source: www.rentcafe.com

Source: www.trulia.com


The average rent for an apartment in Ojai is $1,425, a 4% increase compared to the previous year, when the average rent was $1,375.Studio apartments in Ojai rent for $1,300 a month, while 1-bedroom apartments ask on average $1,425 a month; the average rent for a 2-bedroom apartment is $1,650.

Median rental price for rentals in Ojai, CA for October was $3,000, an increase of 15% compared to the same period last year.


10

3.) STRs and The Local Economy

Accommodations in the City of Ojai and Unincorporated Areas11 of Ojai Valley

Total: 2,169 Beds12

Background

Though small in number, short-term rentals throughout the Ojai Valley have a large impact on its economy: Ojai's economy depends on tourism.13 And given the distance from major metropolitan areas, tourism in Ojai depends on the availability of overnight visitor accommodations. Tourism, in turn, is the major source of employment in Ojai.

Accommodation and food service provided 34 percent of the city’s jobs in 2002.14 In 2012, the "leisure" category provided 21 percent (the second largest job sector after education) of Ojai's employment.15

11 For purposes of this report, Unincorporated Areas of the Ojai Valley include the following neighborhoods: Upper Ojai, The East End, Upper Foothill, Arbolada, Meiners Oaks, and Mira Monte. 12 See Appendix D and E. 13 See "Land Use Element," City of Ojai General Plan, 1997, Page 15. Ojai Valley News http://www.ojaivalleynews.com/index.php/index.php?option=com_content&view=article&id=10292 https://datausa.io/profile/geo/ojai-‐ca/#economy 14 See http://www.city-‐data.com/business/econ-‐Ojai-‐California.html

KEY DATA Vacation Rentals as % of Total Tourist Beds (Unincorporated Areas + City of Ojai)………....…..51.9% (Unincorporated areas of Ventura Country from Mira Monte to Upper Ojai.

Potential Economic Impact of an STR Ban (Unincorporated Areas + City of Ojai)…...…..$13,770,000 (Unincorporated areas of Ventura Country from Mira Monte to Upper Ojai.

“Eight months a year, we have no weekend vacancy.” -‐ Tom Doody, owner, Hummingbird Inn and Capri

Source: www.progressiveventuracounty.com *(STR stands for Short Term Rental)

Housing Data About Ojai ContinuedSource: Lisa Wise Consulting

From: Kit Stolz [email protected]: Re: Tuesday 11/14 - Questions and Handout Proof

Date: November 14, 2017 at 12:11 PMTo: Andy Gilman [email protected]: Tom Krause [email protected], Mistyvolaski [email protected], Cathryn Krause

[email protected]

Here are a couple of basic facts on housing and the short-term rental market (with a very basic history ofthe issue in the city council in recent years) drawn mostly from research by a consultant to the city. Isuggest that this be added to the hand-out if possible, although the data and research available at thistime supports more than one interpretation.

TOURISM AND HOUSING FACTS

According to a white paper commissioned by the city of Ojai in 2015 [Short-term transient rentals, by Lisa Wise Consulting], there were a total of about 90 properties listed on AirBnB for short-term rentals in the Ojai area in the summer at that time (when it was allowed). About half were for the entire place, and thus possibly could have been rented out long-term by the owners.

After a year of debate on the contentious issue of housing and short-term rentals, short-term rentals were banned within city limits in January 2016 by a 5-0 vote of the city council. Although this would seem to increase the potential number of rentable properties for long-term residents, the number of rental properties available in Ojai, according to the real estate site Trulia, is in fact much lower than the number of properties that had been available on the short-term market a year before.

At present, there are 14 properties available for long-term rent in Ojai, only 4 of which could be had for less than $2000 a month. The median cost for rentals in Ojai is $3000 a month, up 15% from last year. https://www.trulia.com/for_rent/Ojai,CA/

The estimation of the paper by the consultant was that “Regarding housing supply, the number of dwelling units removed from the long-term market for the short-term market seems at this point to be minimal, but regulation may be needed to curb future imbalances.”

On Tue, Nov 14, 2017 at 8:38 AM, Andy Gilman <[email protected]> wrote:Hello all,

attached are the questions compiled from your feedback, as well as from some advisors who have already weighed in.

On the Handout, I’m hoping to do an email blast today with the handout as the main attraction. Everyone I show it to (explicitly in DRAFT form)wants to take it with them and pre-read before the panel. Kit, I would love to get better renter data in there if possible.

Tom, obviously there are too many questions. How can we best help you decide what to ask?



Traffic Data About OjaiSources: www.dmv.ca.gov

Sources: www.dot.ca.gov/trafficops/census/ AADT = annual average daily traffic




24

Total Jobs Total Jobs: 2007 - 2015

Sources: California Employment Development Department, 2007 - 2015; InfoGroup; and SCAG

Total jobs include wage and salary jobs and jobs held by business owners and self-employed persons. The total job count does not include unpaidvolunteers or family workers, and private householdworkers.

In 2015, total jobs in the City of Ojai numbered 5,070, a decrease of 19.2 percent from 2007.

Jobs by Sector Jobs in Manufacturing: 2007 - 2015


Manufacturing jobs include those employed in various sectors including food; apparel; metal; petroleum and coal; machinery;computer and electronicproducts; and transportation equipment.

Between 2007 and 2015, the number of manufacturing jobs in the city decreased by 42.3 percent.

6,271 6,2585,979 6,009 6,088

5,052 5,058 5,064 5,070

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

2007 2008 2009 2010 2011 2012 2013 2014 2015

Num

ber o

f Job

s

190180

163 158 154

92 91

109 109

0

20

40

60

80

100

120

140

160

180

200

2007 2008 2009 2010 2011 2012 2013 2014 2015

Num

ber o

f Job

sEmployment Data About OjaiSource: So. California Association of Governments’ Regional Council - May 2017



25

Jobs in Construction: 2007 - 2015


Construction jobs include those engaged in both residential and non-residentialconstruction.

Between 2007 and 2015, constructionjobs in the city decreased by 40.3 percent.

Jobs in Retail Trade: 2007 - 2015


Retail trade jobs include those at various retailersincluding motor vehicle and parts dealers, furniture, electronics and appliances,building materials, food and beverage, clothing,sporting goods, books, and office supplies.

Between 2007 and 2015, the number of retail trade jobs in the city decreased by 7 percent.

222

197

156

133 131 124 130 132 132

0

50

100

150

200

250

2007 2008 2009 2010 2011 2012 2013 2014 2015

Numbe

r of Job

s

522 518488 494 503

406 419

478 485

0

100

200

300

400

500

600

2007 2008 2009 2010 2011 2012 2013 2014 2015

Numbe

r of Job

s




28

Average Salaries

Average Annual Salary: 2003, 2009, 2011, and 2015

Source: California Employment Development Department, 2003 - 2015

Average salaries for jobs located in the city increased from $26,804 in 2003 to $37,474 in 2015, a 39.8 percent change.

Note: Dollars are not adjusted for annual inflation.

Average Annual Salary by Sector: 2015 ($ thousands)

Source: California Employment Development Department, 2015

In 2015, the employment sector providing the highest salary per job in the city was Manufacturing ($82,877).

The Retail sector provided the lowest annual salary per job ($23,255).

$26,804

$36,498 $35,724$34,151

$37,474

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

2003 2009 2011 2013 2015

Average An

nual Salary

$37$28

$43$83

$42$23

$59$53

$43$37

$30$34

$29

$0 $10 $20 $30 $40 $50 $60 $70 $80 $90

AllAgriculture

ConstructionManufacturing

WholesaleRetail

InformationFinance-Insurance-Real Estate

Professional-ManagementEducation-Health

Leisure-HospitalityPublic Administration

Other Services




27

Jobs by Sector: 2007

Sources: California Employment Development Department, 2007; InfoGroup; and SCAG.

From 2007 to 2015, the share of Leisure jobs increased from 19.9 percent to 27.5 percent.

SeeMethodology Section for industry sector definitions.



In 2015, the Educationsector was the largest job sector, accounting for 27.8 percent of total jobs in the city.

Other large sectors included Leisure (27.5 percent), Agriculture (10 percent), and Retail (9.1 percent).

Agriculture13.5%

Construction3.5%Manufacturing

3.1%Wholesale0.9%

Retail8.3% Transportation

0.8%

Information0.5%

Finance7.1%

Professional9.5%

Education25.7%

Leisure19.9%

Other6.6%

Public0.6%

Agriculture10.0%

Construction2.5%

Manufacturing2.0%Wholesale

1.9%Retail9.1%

Transportation1.1%

Information1.3%

Finance5.2%

Professional8.5%

Education27.8%

Leisure27.5%

Other2.5%

Public0.6%



27



From 2007 to 2015, the share of Leisure jobs increased from 19.9 percent to 27.5 percent.

SeeMethodology Section for industry sector definitions.



In 2015, the Educationsector was the largest job sector, accounting for 27.8 percent of total jobs in the city.

Other large sectors included Leisure (27.5 percent), Agriculture (10 percent), and Retail (9.1 percent).

Agriculture13.5%

Construction3.5%Manufacturing

3.1%Wholesale0.9%

Retail8.3% Transportation

0.8%

Information0.5%

Finance7.1%

Professional9.5%

Education25.7%

Leisure19.9%

Other6.6%

Public0.6%

Agriculture10.0%

Construction2.5%

Manufacturing2.0%Wholesale

1.9%Retail9.1%

Transportation1.1%

Information1.3%

Finance5.2%

Professional8.5%

Education27.8%

Leisure27.5%

Other2.5%

Public0.6%

Employment Data About Ojai ContinuedSource: So. California Association of Governments’ Regional Council - May 2017


Continuing the Conversation

We invite you to continue the conversation by joining us for a reception at The Ojai Retreat, immediately following the panel.

The Ojai Retreat is hosting additional events in 2018 on this subject:

January — Sustainable tourism in the Ojai ValleyFebruary — Towards the creation of a new Visitors Bureau in Ojai

March — Traffic issues in OjaiApril — Green Cities in the world and what Ojai can learn from them

Visit www.ojairetreat.org to learn more

The Ojai Retreat160 Besant Road

www.ojairetreat.org

Wine Sponsors:

1129 Mar icopa H ighway #156 • Oja i , Ca l i fo rn ia 93023

Phone : (805) 231 -5974 • Emai l : o ja i cha t@gmai l . com • Webs i te : www.o ja icha t .o rg

CHAUTAUQUAOjai

Chautauqua tickets prices are kept low to encourage maximum

participation. Through essential community support, students and teachers attend

free of charge, and it is very deeply appreciated. Please give what you can

once per year. All supporters will benefit from the difference they make together

through the Ojai Chautauqua.

These leaders bring the Chautauqua to the Ojai Valley:

They hope you will join them.

Founding Members SponsorsContributing Members

Maurice Chasse and Marilyn Wallace

Tom and Cathryn Krause

Ann and Mike Morris

Lois Rice

The Shanbrom Family Foundation

Tom and Esther Wachtell

George Berg

Mary Bergen

Sharon Bushman

Leslie Clark

Karen and Bill Evenden

Karen Farr

John Hidley

Pam Melone

Ron and Linda Phillips

James and Carolyn Bennett

Allen and Marilyn Camp

Casa Baranca

Andrew Holguin

Lynn Gardner

Suzanne Pidduck

Judith Pugh

Porch Gallery

Ann Ralston

Vicki Rogge

John and Peggy Russell

Paula Spellman

Beth Stevens

Phil White

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