Solvang mayor seeks balance between tourism and everyday living in State of the City

As town approaches 40th year of incorporation, David Brown sings its praises, but looks to tackle challenges

The City of Solvang, as it approaches its 40th year of incorporation, held its State of the City address on Monday, Oct. 6, at Craft House at Corque, with Mayor David Brown reminding the crowd that while the city relies quite a bit on tourism, it needs to also take care of the people who live and work there year-round.

The afternoon event, which was emceed by Solvang Chamber of Commerce Executive Director Tracy Beard, also featured Dr. Mark Schniepp, the Director of the California Economic Forecast in Santa Barbara, as keynote speaker; and Bent Olsen, longtime baker and the event honoree, who led the crowd in a spirited rendition of a Danish folk song.

Before Brown began his address, he played a video he participated in with TikTok creator Wes Leslie, where Leslie would film in front of a few Solvang staples (bakeries, windmills, etc.) with Brown replying the city had many of those, and then when Leslie remarked that there must be many Danish-style towns in California, Brown replied “No there’s just one.”

The mayor began his speech by noting that Solvang was about to turn 40 years old as an incorporated city, an it saw progress on some of its main goals: Securing water independence, supporting tourism, and maintaining financial stability.

“Not only did we accomplish that, but kept our Danish heritage and brand at the center of our story,” Brown said.

He also pointed out how Solvang is a know entity outside of the area, winning the title of “Best Small Town in the West” in a USA Today online survey, and finishing No. 2 in Newsweek’s ranking of the “Best Christmas Towns in the U.S.” Brown said the town even got a shoutout from Oprah Winfrey, calling Solvang “one of the most magical Christmas towns in the world.”

“Not bad for a town that’s know for debating whether we have too many windmills,” Brown said.

Brown noted the good things for business over the past year, with the city issuing 71 new business licenses, and making an additional $2.5 million with the Measure M hotel-tax increase.

However, the mayor said that although Solvang’s name means “sunny fields,” there are “clouds on the horizon.”

Although the city makes two-thirds of it money from tourism, Brown reminded the crowd that “Solvang can’t just be a place to visit; its need to be a place where people can live and work.” He noted that when 750,000 people visit the town in a six-week span, as it happened this past summer, that has an effect on parking and traffic.

Other challenges the city faces, according to Brown, is the high cost of law enforcement, as Solvang contract with the Santa Barbara County Sheriff’s office, and that won’t be getting smaller. Also, the city is still planning for the necessary upgrade on the town’s wastewater plant to comply with state standards. “If you’re not planning for water, you’re planning for trouble,” he reminded the crowd.

Brown noted the efforts being made to reach residents, like a recently launched newsletter and expanded surveys. He also mentioned the successful partnership Solvang has formed with entities such as VisitSYV, the Chamber of Commerce, Cottage Hospital and local school districts.

In summary, Brown expressed optimism on the path Solvang is taking, despite the aforementioned challenges.

“As we celebrate four decades of incorporation of city status, we can be proud,” he said. “Heritage is our brand, people are our strength in leadership. Let’s raise a toast to the next chapter — preferably with some aebleskiver.”

After Brown’s address, there was a Q-and-A, where questions touched on security, especially during yearly events, way to improve the weekly farmers market, and, of course, ways to improve traffic and parking in the city.

Before Brown, attendees heard the keynote speech from Schniepp, who touched upon the national and state economy and how it might affect Solvang and the Santa Ynez Valley.

Nationally, Schiepp said that growth was better than expected in 2025, and that the “hysteria” formed over the controversial tariffs issued by President Donald Trump this year has subsided. In fact, he said the fears over the tariffs are overstated, according to the forecast, though they could possibly affect future growth.

Statewise, Schniepp informed the crowd that the housing market and labor market have both struggled, and, of concern to the Central Coast, wine tourism has been in decline.

Schniepp said he expects more slow growth in 2026, with jobs growth been furthered threatened by the advance of AI.

Finally, Solvang presented a Legacy Award to Bent Olsen, longtime owner and proprietor of Olsen’s Danish Village Bakery. Olsen, who was born in Denmark and immigrated to the U.S. in 1965, came to Solvang in 1970, when he and his wife Susy purchased the bakery and settled into the city.

“I came here in 1965, and I saw this place that was just a little bit of town,” Olsen said after receiving his award and accolades from local representative. “I’ve been here since and 60 years later it’s still a little bit of town.”

Olsen hopes it can stay that “little bit of town.”

“It is different now, but it is still a very nice town. I hope we can keep Solvang as it is,” Olsen said. “As it is, Solvang is special, and it needs to be small, special and quiet.”