Following a one year public review process, the Calistoga City Council voted in May 2012 to approve the redevelopment of the aged Silver Rose resort into a luxury resort/spa with 85 guest rooms, 21 private for-sale residences, restaurant and winery. Located across the Silverado Trail from Solage Resort, the new development would bring hundreds of construction and permanent jobs and over $37 million in new impact fees and TOT tax revenue to a small city in dire need of jobs and revenue. Within days of Council approval, a group of well-heeled naysayers worked with their attorney to qualify a referendum with just 350 signatures due to the small number of registered voters.
TBW was hired following the qualification of the referendum and served as general consultants for the campaign on behalf of Measure B. In this role we worked on a daily basis with the client team to address messaging, legal, political, and community-based challenges including the hiring and training of a daily campaign manager who was a perfect fit for the community as well as overseeing the development of a comprehensive media campaign including direct mail, weekly newspaper ads, website, social media, signage, etc. Working without a poll due to the less than 2,000 voter households with a phone, our bilingual, local field team identified every single vote required for victory through walking, phoning, and community events. Measure B passed with 58% of the vote.