Civitas is the leading international firm specializing in the research and implementation of tourism-related levies. Based on an interview I conducted with Visit Dana Point’s Executive Director, this article explores the positive impact of Dana Point’s 2009 decision to become a Tourism Business Improvement District (TBID) through Civitas. The goal was to highlight Dana Point’s success and encourage other Destination Marketing Organizations (DMOs) to consider this approach to drive growth and success.