JACKSON, Wyo. — I covered this topic back in August, but Cowboy State Daily provided an update this week that Jackson residents are once again doing what Jackson residents do best: Debating whether a lodging tax, you know, the one that helps fund the very things tourists use, should exist at all.
Apparently, locals have reached the annual stage of enlightenment where they realize summer crowds are… a lot. The same folks who enjoy free concerts, clean bike paths, and that shiny START Bus system (funded largely by lodging tax dollars) are now wondering whether we’ve all “gone too far” in our embrace of visitors.
The phrase “crowds have begun to annoy” was used, which is adorable, because the “beginning” part probably dates back to the Reagan era.
A Familiar Dance
The lodging tax, renewed by voters every four years, brings in roughly $5 million annually, with 60% going toward tourism promotion and 40% to services that handle the impact of tourism (think trash collection, bathrooms, and traffic control).
Opponents argue that Jackson doesn’t need any more advertising. Supporters point out that competing destinations like Park City, Bozeman, and Bend spend ten times as much luring visitors, and it’s not like the crowds are going to disappear if we stop.
It’s the eternal Jackson dilemma. We love tourism’s money, but we’d also like to pretend we discovered this place first.
“Annoyed Residents” Anonymous
Some longtime locals interviewed by Cowboy State Daily said they want less marketing, fewer people, and more peace and quiet, while also complaining about high prices, worker shortages, and housing scarcity.
Now…… let’s get really nuts! Brace yourselves:
During the Monday meeting, Jackson Town Councilwoman Devon Viehman gave this summer’s vibe a fitting name: “Angry August.” The reason? Locals are running out of patience for the endless flood of tourists clogging up crosswalks, parking lots, and latte lines.
Viehman didn’t flat-out oppose the proposed lodging tax, but she made it clear there’s little enthusiasm for marketing Jackson any further. “People don’t want to promote Jackson anymore,” she said. “People are angry. August went on longer than normal.”
Then came the jaw-dropper: The Barcelona comparison. Viehman pointed out that in Spain, frustrated locals in Barcelona have started spraying tourists with water guns to drive home their message that they’ve had enough. Her warning? Jackson might not be far behind.
“We are a couple steps away from people with water guns and tourists here,” Viehman said.
So, to summarize: We want the money without the people, the amenities without the taxes, and the peace of 1985 without moving to Idaho Falls.
My Take
Jackson’s relationship with tourism is like that of a rancher and his favorite cow; it’s noisy, messy, and occasionally kicks you in the head, but you still milk it every morning.
The next time the lodging tax comes up for renewal, we’ll see if logic or nostalgia wins. Until then, take a deep breath, sip your $8 coffee, and remember, somewhere out there, a visitor is Instagramming your “secret spot” right now.
AntlersArch founder and the voice behind Teton Tattle.
