Healdsburg Chamber of Commerce looks to revamp staff leadership after CEO's exit

The Healdsburg Chamber of Commerce and Visitors Bureau is revamping its leadership structure as it seeks to bring on two new directors with dual responsibilities aimed at growing the local business community.

The moves come in the wake of Tallia Hart's spring exit as chief executive officer, a role she held since September 2019. Hart, who launched the chamber's President's Circle to recognize prominent business leaders, as well as programs including Women in Business, stepped down to "to pursue a new professional opportunity," according to the chamber.

Heidi Dittloff, the nonprofit's board chair, said it will bring in two new executive directors, with supporting staff, to separately lead the chamber and the Healdsburg Tourism Improvement District.

The latter is a benefit assessment district adopted in 2013 to fund marketing and sales promotion of lodging businesses and grow the local tourism economy. It adds a 2% tax on top of the city's lodging tax charged for overnight stays at hotels, motels, bed and breakfasts and inns.

"We're looking at this as an opportunity to evolve and expand our leadership structure to better serve the community and our partners," Dittloff said in a statement provided by the chamber.

During the transition period, the chamber has "implemented an interim structure" with its 11-member board overseeing operations and Catherine Eggleston serving as interim staff lead.

"Our focus is on ensuring a seamless transition for our members and city partners as we prepare for the summer season," Dittloff said in the statement. "All planned initiatives remain in motion, and we are actively communicating with our members to provide continued guidance and support."

The nonprofit Healdsburg chamber showed annual revenue of about $1.7 million and about $2 million in assets according to a 2023 tax filing. A spokesperson did not provide updated budget and staff figures before publication.

The turnover comes at a heady time for Healdsburg, a prime Wine Country destination, as the region's signature industry navigates economic headwinds and as costs spike for travelers amid soaring jet fuel prices.

Healdsburg's tax structure is heavily dependent on tourism. The city raised its lodging tax in 2016 to 14% to help fund public services, including police and fire operations, and to bankroll the city's affordable housing fund.

But tourism also has been a sensitive issue in the city over the past decade, with a perennial struggle over the balance between serving visitors and residents. A focal point of that debate has been the transformation of downtown with the addition of luxury hotels and restaurants.

Local businesses, meanwhile, have asked for more support from the city and the Healdsburg chamber.

City Manager Jeff Kay said chamber officials have told the city about the search for new leadership. He said of the top chamber role "I have to believe it's a really attractive position. There's lots of different ways someone could come in and be successful."

While it isn't clear how many staff were impacted by Hart's departure, Kay said turnover at the chamber hasn't significantly impacted the city's work with the group, including its contract for consulting services.

"We're anxious to see what happens with staffing and looking forward to working with whoever ends up in that role," he said.

In addition to the $60,000 consulting contract, the city works closely with the chamber-run tourism improvement district. Under the leadership revamp, it will now have its own executive director, overseeing operations that run on an annual budget of $1.5 million - covering sales and marketing, district development projects and administration.

The district development projects, comprising at least 15% of the spending, include work to enhance the visitor experience. They can include such things as parking and transportation upgrades, public benches, restrooms and lighting improvements.

Some business owners indicated they hope those selected for the two roles will help improve communication and relationships across the business and civic sectors.

Healdsburg merchants and restauranteurs who are part of the North Maker Art District, or NoMAD, are watching the chamber's evolution.

Buzz Korth, who with wife Janen Korth runs Healdsburg branch of mercantile shop and interior design firm Maison Smith, said installing two leaders could dissolve any confusion about the chamber's mission and the more distinct purpose of the tourism improvement district.

"Having two different people overseeing what are essentially two different organizations, I would think, would help with the messaging and help members understand better why things are the way they are," Korth said.

NoMAD has staked out its current boundaries as being on and around Healdsburg Avenue, with about 40 businesses counted as members, Korth said. NoMAD is a chamber member, and Korth said about half of the businesses associated with NoMAD are chamber members separately.

Over the years, some members have grown concerned that local hotels and wineries get a large share of interest and promotion from the chamber, Korth said.

"From our standpoint, of course they are - that's where the money comes in," he said. He added he hopes to see NoMAD and the chamber partner over the shared goal to create more economic activity across a wider span of businesses.

"A little more attention on the businesses in the chamber that aren't necessarily a winery, tasting room or hotel would probably go a long way," Korth said.

He wants prospective businesses of all kinds to know that Healdsburg is a vibrant and "welcoming" place to set up shop.

"I think the number of people that visit here is going to continue for quite some time," Korth said. "We opened during COVID, when a lot of things went away, and I think there's still a lot of opportunity for businesses to come in, to help diversify."

Staff Writer Natalie Hanson reports on business and agriculture for The Press Democrat. She can be reached at natalie.hanson@pressdemocrat.com or at 619-665-5887.

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