Mill Valley Moves to End All Tobacco Sales Starting Feb. 1, 2027
City Council • Mill ValleySeptember 21, 2026
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Mill Valley is set to become the second Southern Marin city to ban the retail sale of all tobacco and nicotine products. On Sept. 21, 2026, the City Council introduced the ordinance by voice vote and moved its start date up two months. The council also created a new Assistant City Manager post paying up to $255,000 a year.
- Total tobacco and nicotine sales ban introduced, covering vapes, pouches and cigarettes
- Start date moved to Feb. 1, 2027, after Councilmember Stephen Burke objected to April
- Lone retailer opposition: Fuel 24/7 says tobacco is 52% of its sales
- New Assistant City Manager post approved at $190,284 to $255,000 a year
- County promises countywide storm alerts after January king tide flooding went unannounced
1 Big Thing: Mill Valley Moves to End Tobacco Sales
The basics: The ordinance amends Chapter 7.20 of the municipal code. It bars retail and delivery sales of cigarettes, cigars, vapes, nicotine pouches, heated products and accessories. Personal possession and use remain legal. FDA-authorized cessation products are exempt; the council changed "approved" to "authorized" in the text.
Why it matters: Mill Valley joins Corte Madera in moving to a complete retail ban. Five local retailers will lose tobacco sales, and the city will absorb enforcement costs and a modest sales tax loss.
Where things stand: The city has regulated tobacco since 1992. It banned flavored tobacco and pharmacy sales in 2020. In March, the council unanimously directed staff to draft a full ban. Deputy Director of Administration Kelsey Rogers reported 22 to 25 written comments in support and about 10 opposed.
City Manager Todd Cusimano estimated a $20,000 to $30,000 sales tax hit out of roughly $9.1M generated. He put enforcement, if needed, at $15,000 to $20,000 a year through administrative citations. He also corrected the record: "the Sheriff's Office does not enforce our local ordinances."
Anita Renzetti, Tobacco Prevention Coordinator, County of Marin, cited a Boston University study of two Southern California cities. That study found no drop in retailers' other sales. "Within a few months, it was like 99% in Beverly Hills and something similar in Manhattan Beach," she said of compliance.
The coalition behind it: Medical, research and youth-prevention voices dominated the hearing. Dr. Sarita Siddpathi, President, San Francisco Marin Medical Society, spoke for 3,500 physicians. She estimated tobacco imposes a $10M annual health care burden on Mill Valley. Jeremiah Mock of the Smoke-Free Marin Coalition said Tam District youth smoking runs 12 times the state rate and vaping three times higher. He also cited a Health Council of Marin letter urging the county to pass its own ban. Pat Ravasio of the Marin Healthy Youth Partnership warned that organized opposition could surface before the second reading.
The other side: Eddie Diaz, Partner, Fuel 24/7, said tobacco makes up 52% of sales at his 200- to 250-square-foot store. He argued customers will simply buy online, on Snapchat or in other counties. He noted his store checks IDs and has donated $102,000 to local schools. Ginger Saunders Mason, a Kentfield resident, backed the ban but also flagged online delivery as a workaround. Staff said no other Mill Valley retailer weighed in.
Decisions and stakeholder impacts: Council members backed the ordinance. "It's shocking to me that our consumption here among youth is 12 times higher than it is elsewhere in the state," said Councilmember Urban Carmel. Vice Mayor Caroline Joachim asked for more fiscal detail before the second reading. "So given what we know now, I can support introducing the ordinance tonight," she said. Councilmember Katherine Jones said she would consider a hardship exemption if needed. The motion passed by voice vote as amended. No tally was announced, and no dissent was heard.
The Start-Date Fight: April Loses to February
Staff proposed April 1, 2027. That would give retailers the same six-month runway the city used for its plastic bag and foodware bans.
Councilmember Stephen Burke pushed back. "I want to address the fallacy of inventory and the April 1st date, which I object to," he said. He argued that distributor-driven inventory is small and that hundreds of students are being hooked in the meantime.
Mayor Max Perrey signaled flexibility. "One idea, I would support January. I would support February," he said, and floated aligning with Corte Madera. Rogers said any change should happen at first reading to avoid an extra hearing. "So from a staff perspective, January is completely acceptable," said Cusimano.
Decisions and stakeholder impacts: The council amended the motion to set Feb. 1, 2027. Retailers will get roughly four months after adoption instead of six. The mayor suggested asking the Chamber of Commerce to help educate businesses.
City Hall Adds Assistant City Manager
Why it matters: This is the first step in a broader administrative reorganization. The city manager says the new post will free 20% to 30% of leadership time.
Where things stand: The council originally approved the position, then froze it four years ago when Cusimano was hired. Monthly pay will range from $15,857 to $21,250, or $190,284 to $255,000 a year. To offset the cost, Cusimano plans to freeze an assistant-to-the-city-manager position and spread its duties. "Remember, we're not staffing up," he said. He compared Mill Valley's staffing to Novato's and plans a second Assistant City Manager for operations later. He set milestones at three, six, nine and 12 months.
The other side: No one opposed the post. Carmel said Measure L rules require that expenses not eat into retained earnings, and he expects the change to be cost-neutral. "I think it's high time that we have this position created," he said. A public commenter also urged approval.
Decisions and stakeholder impacts: The resolution passed by voice vote. No tally was announced, and no dissent was heard.
What's next: "I would like to select the next assistant city manager within 6 weeks," Cusimano said.
Storm Season: Alerts Rebuilt, Sandbags Stocked
Why it matters: County alerts failed on the first day of January's king tide flooding. The city relies on Measure L money for drainage and hillside monitoring.
Where things stand: The Board of Supervisors adopted a 2026 Emergency Operations Plan that links every Marin city and special district. Stephen Torrence, Director of Emergency Management, Marin County Office of Emergency Management, blamed the January gap on poor state coordination. He said alerts will now go countywide for Highway 101 impacts. "It doesn't matter if you live in Mill Valley or in Novato, you will get the alerts moving forward, as that is the commitment that we're making," he said. Alert Marin now offers bilingual messages, callback numbers and topic groups.
Interim Chief Tom Welch of the Southern Marin Fire Protection District said four of the last six El Niño years brought wet winters. The chief risks are heavy rain combined with high tides, steep canyons and saturated soils. Southern Marin agencies are working toward an area command that can shift resources between them.
Public Works reported clearing 15 cubic yards of sediment from Miller Avenue drainage and replacing eight storm drains. Crews also stocked sand and 3,000 burlap sandbags and built a wall at the Sycamore Pump Station. The city cited about $1.25M a year in Measure L funding for 38 monitored hillside gauges.
What's next: An Alert Marin test is set for Saturday at about 10 a.m. "If you do not receive a notification from Alert Marin, that means you need to go in and sign up," said Lindsay Haynes, Interim Chief, Mill Valley Police Department. Haynes urged residents to sign up for Nixle as well. She aims to raise sign-ups from the high 50s to 75% by year-end; Mill Valley sits near 59.8%.
- Consent calendar: Oakdale Avenue road stabilization and sewer project (about $740,000) and Hauke Park softball field renovation approved, both Measure L-funded.
- Also on consent: Council salary increase, military equipment ordinance renewal and single-family floor area update adopted without discussion.
- Tributes: Janet Miller, founder of Project Awareness and Special Sports, named Volunteer All-Star: "belonging is not a program. It's a choice a community makes every day." Council also adjourned in memory of longtime Safeway employee Mary Murphy.
- Public comment: Resident Jeremy Revich called Flock camera records responses incomplete. Neighbor Naima sought fixes for Tam High traffic, prompting a Public Works review.
- Liaison report: Burke reported $5M in grants for eelgrass restoration and said a car ran him off Lovell Avenue for the third time in a year.
Looking ahead: The tobacco ordinance returns for a second reading at a future meeting, along with the additional fiscal information Joachim requested.