Santa Rosa tightens massage business rules to combat illicit operations, human trafficking - The Santa Rosa Press Democrat

[MADISON SMALSTIG]

Community members first raised the alarm in early 2024, reporting a surge of new massage businesses that fit patterns commonly associated with illegal activity.


In a move hailed as a victory for public safety, the Santa Rosa City Council unanimously approved new regulations on massage businesses to crack down on illicit operations and disrupt potential human trafficking networks.

The decision follows more than a year of community advocacy and investigations by police and code enforcement. City leaders say the ordinance aims to curb a rise in suspicious massage parlors, many of which operated late at night, advertised with neon signs and drew complaints from residents.

Concerns first surfaced in early 2024 when community members noticed a surge in new massage businesses fitting patterns commonly linked to illegal activity. Reports to law enforcement and city officials led to deeper investigations, ultimately resulting in the rescue of three women believed to be human trafficking survivors. The findings reinforced calls for stronger oversight.

The new ordinance imposes stricter regulations while ensuring protections for legitimate massage businesses.

“This ordinance will disrupt organized criminal enterprises that are currently engaging in human trafficking in our community,” said Kurtis Bennett, a resident who helped push for stronger regulations. “As a result, trafficking victims will be offered assistance, criminals will be held accountable and the social fabric of our community will be strengthened.”

New regulations target illicit businesses​

Shaped with input from outside experts and modeled after similar laws in neighboring cities, the ordinance requires all massage businesses to register and certify with the city. While some exceptions exist to avoid placing undue burdens on lawful businesses, officials say the rules target common red flags of illicit operations.

Sexually suggestive advertising will be banned, preventing businesses from promoting services on erotic massage or classified websites often associated with illicit activity. Businesses will also be prohibited from using neon or LED signs and from covering windows to block visibility into waiting areas.

Code enforcement officers will take a more proactive approach, allowing them to investigate potential violations before problems escalate.

Businesses that fail to comply with the new restrictions could face penalties, including fines or immediate closure. Commercial spaces confirmed by investigators to have been used for illegal activities would be shut down for two years, preventing the owner from transferring the property with a “clean slate,” Assistant Chief Building Official Lou Kirk said during the meeting.

The California Massage Therapy Council (CAMTC), which oversees state certification for massage professionals, had flagged Santa Rosa’s previous regulations as outdated and inconsistent with state standards revised in 2014.

“We applaud Santa Rosa leadership for their commitment in eradicating the underside of the industry — the exploitation of workers and using massage establishments as subterfuge for human trafficking,” said Ahmos Netanel, CEO of CAMTC. “These updated practices will provide real tools for Santa Rosa in advancing massage therapy.”

A point of contention: operating hours​

City officials stress that the ordinance is not intended to punish legitimate massage therapists, many of whom provide valuable services to residents. Gabe Osburn, Santa Rosa’s Planning and Economic Development director, said the city worked to ensure fairness in the regulations.

One sticking point during the council meeting was a last-minute adjustment to operating hours. Initially, businesses would have been allowed to stay open until 10 p.m., but the Santa Rosa Planning Commission revised the rule to require closing by 8 p.m.

CAMTC Chair Mark Dixon urged the council to reconsider.

“There are many busy residents who depend upon massage therapy to address pain and health issues whose schedule does not allow them to book appointments before 8 p.m.,” Dixon said. “Perhaps the case can be made to allow them to book to start as late as 8:30 p.m.”

Despite his concerns, the council left the revision in place and approved the ordinance.

What happens next?​

With the council’s approval, the new regulations require a second reading before taking effect 30 days later. Businesses will then have 180 days to comply.

The ordinance also introduces new fees: a $205 certification cost for new businesses, a $150 renewal fee every two years and up to $335 for businesses under investigation for code violations.

Officials acknowledge that illicit operators are unlikely to voluntarily register, meaning those that don’t comply may be shut down. The city expects the number of massage establishments — currently about 130 — to decline, making oversight more manageable.

In the past year, code enforcement has opened at least 20 investigations into massage businesses for various violations. Some were resolved quickly, while others led to closures. Eighteen cases remain open, with six under active investigation.

Police are also reviewing a dozen suspected patrons of illicit massage operations identified during a stakeout last year but declined to share details, citing the ongoing investigation.

During the meeting, council member Victoria Fleming asked police what steps they are taking to assist potential victims of human trafficking found during future inspections.

Police officials emphasized that they work with organizations such as Verity, Sonoma County’s only rape crisis and healing center, and provide resources like temporary housing, a language translation phone line and other support services.

Detective Tim Raymond, who specializes in human trafficking cases, added that survivors do not have to participate in law enforcement investigations to receive support.

Santa Rosa Police Chief John Cregan said Wednesday that police have spoken with dozens of massage therapists during their investigations, 16 of whom were suspected of being involved in human trafficking. Only three — the women rescued late last year — accepted services.

“We unfortunately are seeing victims of human trafficking reluctant to accept services out of fear and uncertainty,” Cregan said.

Council members, including Jeff Okrepkie, stressed the need to work with other Sonoma County cities to strengthen their regulations, preventing illicit businesses from simply relocating elsewhere.

“If we’re going to lead the way, somebody has to follow,” Okrepkie said. “And it’s incumbent upon us to get people to follow.”

You can reach Staff Writer Madison Smalstig at madison.smalstig@pressdemocrat.com. On X (Twitter) @madi.smals.