Rental Tax Planned for New Gwinnett Stadium
The 3 percent rental tax would generate about $600,000 in revenue next year for the stadium to be built for the AAA affiliate of the Atlanta Braves.
The Gwinnett County Commission will consider a tax on car rentals to help pay for the new stadium the county will build for the AAA affiliate of the Atlanta Braves The Atlanta Journal-Constitution reports.
The 3 percent rental tax would generate about $600,000 in revenue next year, the first full year it would be in effect, according to the county finance director, Lisa Johnsa.
When the county and Braves held a news conference on Tuesday to announce the stadium deal, officials made no mention of new taxes and only said the stadium would pay for itself.
In addition to property tax revenues and the car rental tax, other revenue sources for the stadium include rent, ticket and parking fees and naming rights.
"The stadium is not going to beget little car renters. There's not going to be a rule that to watch the Braves you have to come in a Hertz or an Avis rental car," said Bob Griggs, a Snellville political activist.
According to The Atlanta Journal-Constitution, Commissioners said the car rental tax was part of the financing plan from the earliest stages of the county's efforts to bring a baseball team to the county.
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