Solvang, California’s ‘Danish capital of America,’ tears itself apart over mayor’s controversial tourism app

A bitter fight over a tourism app owned and developed by Solvang’s mayor has divided the Danish-themed California town for months, culminating this week in a major ethics overhaul and new accusations of conflicts of interest at City Hall.

The dispute centers on ”Solvang Passport” that promotes selected businesses and attractions in the popular Santa Barbara County destination — often called the “Danish capital of America.”

Some City Council members say Brown’s involvement creates an ethical problem in a town that relies on tourism.

But supporters argue the app is just another way to attract visitors and help local businesses, reported Newspress.

On Monday, the Solvang City Council voted 4-1 to strengthen ethics rules for elected officials.

The new policy also establishes a formal process for council members to investigate and censure one another for alleged violations.

“This allows the council and the staff to be more accountable,” Councilmember Elizabeth Orona said before the vote.

The app makes visiting Solvang more interactive by encouraging tourists to collect digital passport stamps at shops, restaurants, and attractions around the city, according to the outlet.

Businesses using the platform are expected to pay $249 per month going forward, but Brown said it has been free so far.

He also said the project could expand to other tourism destinations beyond Solvang.

One major flashpoint was the app’s original goal to limit participation to about 100 businesses, sparking concerns among some merchants that all local companies would not have an equal chance to benefit.

However, the mayor said the number can change in the future.

Questions about the app grew earlier this year when Robert Hargreaves, who owns the Solvang Skate Shop, told council members he had only learned about the project that day.

Brown later confirmed he is involved with the project, which runs under his company, G3 Acuity.

Council critics argue the app creates a potential conflict of interest because Brown is operating a private tourism business while serving as mayor in a city whose economy depends heavily on visitors.

Tourism generates more than $9 million annually in hotel and sales tax revenue for Solvang, and the city plans to spend about $1.1 million on tourism marketing and visitor activities next year.

Concerns initially focused on the app’s use of city-created tourism content and later expanded to broader questions about whether a sitting mayor should operate a business targeting the same visitors as publicly funded city marketing campaigns.

Brown has since removed the city-related content, added a disclaimer stating the app is not affiliated with the city, and said he is considering stepping back from managing the platform or licensing it to another company.

The dispute culminated in the City Council approving stricter ethics rules, including new financial disclosure requirements and a formal process for investigating alleged ethics violations.

Brown opposed the changes, arguing they could lead to investigations based solely on allegations and be used to target political opponents.