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Philanthropy, hospitality blend in Sonoma County
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Philanthropy. It's a big word, with a big impact.
Sonoma County's tourism and hospitality industries do much more than just provide hotel space, restaurant meals, wine tasting, and gorgeous views - we care, and we reach out. According to data from a recent survey, nine out of 10 Sonoma County hospitality businesses give back to their community.
Commissioned by Sonoma County Tourism, the Hospitality Business Philanthropy Report 2017 by Economic Forensics and Analytics, Inc. is based on a survey of 482 Sonoma County tourism and hospitality businesses. The report indicates that local hospitality-related businesses donated more than $45 million annually in cash, in-kind, and volunteer-hour contributions in 2016.
Almost 90 percent of the businesses said they gave both in-kind and cash donations, and many provided paid time for their employees to volunteer with local organizations.
Cash donations ranged from less than $100 a year to more than $3 million, for a total of $8.85 million per year; in-kind donations were valued at a total of $6.69 million per year; and local hospitality employees were paid for more than 113,000 volunteer hours in 2016. Read the entire report here.
That makes a major impact on our county, and on our local communities. This issue of
Sonoma County Tourism Cares highlights just a few of our local and visiting philanthropic heroes.
- Nicole
Nicole Bradin
Directory of Community Engagement
Sonoma County Tourism
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Submit Your Stories and Photos
How have you reached out and helped the community?
Send details and photos to
to be considered for inclusion in the
Sonoma County Tourism Cares newsletter.
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Tony Bucklen named CTA of the Year
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| Tony Bucklen accepts his CTA of the Year Star award with, from left, Mo McElroy, chief Sonomambassador; Nicole Bradin, SCT director of community engagement; and Mickey Schafer, founder and CEO of the Tourism Ambassador Institute. |
Not everyone can say they emerged victorious from a "trial by fire," but it's the sheer truth for Tony Bucklen, this year's winner of the Sonoma County CTA of the Year Star Award.
He's also the former general manager of the Hilton Sonoma Wine Country hotel, which was destroyed in the October 2017 wildfires, and Sonoma County's nominee for the national Certified Tourism Ambassador awards.
Long a supporter of the CTA program, Tony finds it invaluable both for people new to Sonoma County and for longtime residents who might not know everything the area has to offer. He attended the training himself when he first moved to Sonoma County, wears his CTA pin proudly, and serves as one of SCT's Community Liaisons, helping to open communications between the tourism industry and local residents. And he provided CTA training to all his hotel employees - not just the front line workers, but anyone who was willing.
"We felt the back of the house people should have a chance as well," Tony said. "It's an important program and a great resource."
When the CTA program needed photos for a brochure and ads, they were shot at Tony's hotel, with no charge for use of the venue, and his employees served as models.
Then came the night of Oct. 8, 2017, when the hotel's front desk staff notified him that the power was out, and there were fires in the surrounding hills.
Already on his way to the hotel, Tony arrived about 10 minutes later. With the help of two security guards he opened the doors of each and every room in the hotel, making sure everyone had left. They found a few guests who hadn't evacuated yet, and got them out.
Firefighters had been spraying down the buildings, and once they knew that everyone was out, they left. Tony did one final check, driving around the property. Some of the buildings were already burning. He was the last to leave, and as he drove away he saw that the nearby Round Barn was gone.
"To look back and see an empty space with a fire burning in that spot was really shocking and very sad," Tony said.
After the fires, Tony reached out to other hotels, restaurants, and other local businesses to quickly find new jobs for his employees, making sure they were okay. He worked with guests who had lost property in the fire, helping them file the correct claims. And he was offered his choice of jobs in other locations, but opted to stay in Sonoma County.
"I just love it here, and I feel a really strong connection to the community," Tony said.
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Celebrating our amazing CTAs
Windsor High School was honored with one of the first-ever Sonoma County CTA Educator Awards. Marie Ganister and Pam Uchytilk, fourth and fifth from left, accepted the award. They were congratulated by, from left, Tim Zahner, Sonoma County Tourism; Mickey Schaefer, Tourism Ambassador Institute; Nicole Bradin, Sonoma County Tourism; and Mo McElroy, Sonoma County Tourism.
About 170 people gathered at Soda Rock Winery in Healdsburg on Thursday, Feb. 22, to celebrate the fifth anniversary of the Sonoma County Certified Tourism Ambassador (CTA) program, and to honor outstanding CTAs.
In the last five years more than 2,200 people have gone through Sonoma County's CTA program, representing more than 370 employers. The CTA program is a national professional designation for the hospitality and tourism industry. The goal of the program is to turn every visitor experience into a positive and memorable one.
Also noted in the program, in addition to offering guests amazing customer service, CTAs are giving back to local communities: In 2017, 350 volunteers in Sonoma County logged 12,000-plus volunteer hours, valued at $295,200, at 23 local events and festivals. (According to VolunteeringInAmerica.gov, one hour of volunteer time is valued at $24.60.)
Sonoma County's annual awards are given to CTAs who consistently exceed customers expectations, possess a strong knowledge of the region and its attractions, and promote the ideals of SCT and the national CTA organization.
Presenting this year's awards were Mo McElroy, Sonoma County CTA manager; Nicole Bradin, SCT's director of community engagement; Tim Zahner, SCT's COO; and Mickey Schaefer, founder of the national Tourism Ambassador Institute.
The CTA of the Year Star Award went to Tony Bucklen (see story above).
Regional CTA Excellence Awards went to:
- Central Sonoma County: Ray Crowder, California Welcome Center
- Northern Sonoma County: James Luchini, Francis Ford Coppola Winery
- Pacific Coast: Patty Ginochio, Sonoma Concierge
- Russian River: Laura Wilson, Monte Rio Triathlon
- Sonoma Valley: Karen Buchanan, Jack London State Historic Park
- Western Sonoma County: Kristine Beck, Twisted Horn Ranch
The Shining Star award for a hospitality or tourism business that offers star-quality service went to River's End Restaurant & Inn in Jenner.
This year, SCT worked with area colleges, high schools, and the Sonoma County Office of Adult Education to offer the CTA program as part of their curriculum. The first-ever Sonoma County CTA Educator Awards went to:
- Marie Ganister and Pam Uchytilk, Windsor High School
- Shelley Anderson, Healdsburg High School
- Mike Von der Porten, Santa Rosa Junior College
- Neil Pacheco, Sonoma County Adult Education and Petaluma Adult Education
- Winners from El Molino High School and Empire College were unable to attend the awards luncheon.
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National Travel and Tourism Week -
May 6-12
In celebration of National Travel and Tourism Week, let's double our volunteer participation from last year's event. We are seeking 120 volunteers for three opportunities on May 7, 9, and 11.
Let's show Sonoma County more of what the hospitality community is all about: service, care, teamwork, action, and community spirit.
Looking forward to seeing you at our volunteer events!
DEADLINE to register: 3:30 p.m., Friday, April 27.
Here are the Sonoma County Tourism Cares volunteer opportunities:
Monday, May 7, 8:50 a.m. - 11 a.m., Redwood Empire Food Bank, 3990 Brickway Blvd., Santa Rosa, CA
Help the effort to end hunger in our communities. Volunteer activities include: gleaning through produce, boxing non-perishable items, and sorting through donated food items. SCT will provide a Sonoma County Tourism Cares T-shirt, water bottle, and small backpack.
Sign up here.
Wednesday, May 9, 8:50 a.m. - 1:30 p.m., LandPaths - Riddell Preserve (includes time for lunch), Healdsburg City Corporation Yard, 550 Westside Road, Healdsburg, CA
Help LandPaths with trail building, so that Riddell Preserve can be opened for greater access to visitors, residents, school groups, and other educational programs. The assignment is to clear the main trail, while removing invasive species (mostly broom) and Douglas fir.
This will be a combination of habitat restoration, fire risk management, and trail building. Wear comfortable clothing and closed-toed shoes. SCT will provide a Sonoma County Tourism Cares T-shirt, water bottle, drawstring backpack, and work gloves, plus a box lunch at the end of the volunteer shift to enjoy at a gorgeous lookout site.
Sign up here.
Friday, May 11, 1:45 - 5 p.m., Habitat for Humanity ReStore, 1201 Piner Rd #500, Santa Rosa, CA
Help bring in donations, organize them, and prepare them for the store floor at Habitat For Humanity's Restore, a 17,000 square foot discount home improvement store selling new and gently-used building materials and furniture. All operating profits from ReStore support Habitat's build programs, including post-fire rebuild projects, and some items donated to ReStore are used in Habitat homes and projects. Wear comfortable clothing and closed-toed shoes. SCT will provide a Sonoma County Tourism Cares T-shirt, water bottle, drawstring backpack, and work gloves.
Sign up here.
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Jessica Kerns earns Hilton's highest award
For her volunteer efforts during Sonoma County's October 2017 wildfires, Jessica Kerns, banquet bartender at Doubletree by Hilton Hotel Sonoma Wine Country, won Hilton's 2017 CEO Light & Warmth Award, the company's highest honor.
Jessica started her hospitality career in 2007 at the Doubletree. She moved on to work elsewhere as an event planner, but continues to tend bar at the Doubletree in her off season. She moved to Lodi last August, but visits Sonoma County at least twice a week to see family and friends.
When the wildfires hit, her parents only had minutes to get out of their home; they were safe, but they lost everything. When Jessica first heard the news, she felt helpless. Within an hour or two, she had emptied out her dresser and her boyfriend's closet, maxed out her credit cards buying toiletries and other basic care items at Walmart, and was making the two-hour drive to Sonoma County with her SUV filled with donations.
By the time she arrived in Rohnert Park, Jessica had promises of contributions from 10 other people, and permission to use a small meeting room at the Doubletree to sort it all.
What began as the work of a few friends and family members quickly expanded into a major distribution center with nearly 100 volunteers and more than $1.5 million in donations stored in the ballroom, two banquet rooms, and the parking lot of the Doubletree.
"It was really heartwarming to see how the community came together," Jessica says. "It wasn't just me, it was a collective effort of our community. It takes a group of people to do something so wonderful."
Nearly 1,000 Hilton team members worldwide were nominated for the 2017
Light & Warmth Award
s, and Jessica was one of the 12 winners chosen by Christopher J. Nassetta, Hilton president and CEO.
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Not your typical family vacation
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The Webster family (from left, Tanya, Doug, Tali, and Dawson) loads food boxes at the Redwood Empire Food Bank.
Photo by Will Bucquoy
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When Doug and Tanya Webster and their two children, Tali (age 11) and Dawson (15) boarded an airplane Dec. 23, 2017, heading to Northern California from Iowa, they had one plan: to lend a helping hand to the folks who were devastated by the October 2017 wildfires.
On their "voluntourism" visit to Sonoma County, the Websters sorted donations at the Redwood Gospel Mission, loaded food boxes and sorted perishables at the Redwood Food Bank, carried boxes on moving day for the re-opening of John B. Riebli Elementary School, and helped with erosion control for the Sonoma County Ecology Center.
By the time the Websters left for their home town of Sigourney, Iowa on Jan. 3, they had spent nine days doing what they could for those in need, all at their own expense.
Sonoma County Tourism celebrates the Websters for their generous donation of time and care. "By sharing the stories of visitors who support our community
, we hope to encourage others to give 'voluntourism' a chance," said Nicole Bradin, SCT's director of community engagement.
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Giving free defibrillators to wineries
A defibrillator machine saved winemaker Ron Rubin's life, so now he's making sure wineries throughout Sonoma County have them on hand, with trained staff in case of a cardiac incident.
Sonoma County's wine industry employs a vast number of people and attracts as many visitors. In a case of sudden cardiac arrest, when someone's heart suddenly stops beating, having an AED immediately available improves survival rates.
Members of Sonoma County Vintners association can have a free automated external defibrillator (AED) thanks to funding provided by Ron in a partnership with
Zoll Medical Corporation.
Training for winery staff is provided by the American Red Cross.
Ron bought The Republic of Tea in 1994, and founded the Ron Rubin Winery near Forestville in 2011. In 2009, he collapsed while training for what would have been his eighth marathon. An emergency room crew restored Ron's normal heartbeat using a defibrillator.
More than 60 Sonoma County wineries have signed up for the new "Trained for Saving Lives" program, which includes a free Zoll AED Plus and access to Red Cross training for winery staff ($60 per person).
For more details or to apply for an AED, please contact Ron Rubin at
[email protected], 314-726-9630.
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Conference attendees lend a helping hand
After their two-day regional conference at the Hyatt Regency Sonoma Wine Country in Santa Rosa, volunteers from NACADA, the professional organization for academic advisors in higher eduction, helped pack food at the Redwood Empire Food bank.
NACADA Region 9 covers California, Nevada, and Hawaii, and every fourth year the regional conference is held in Northern California. With the help of Sonoma County Tourism, they selected the Hyatt for their 2018 regional conference, with more than 450 attendees. Their welcome reception was held at the Charles M Schulz Museum, with four local wineries pouring tastes.
Each year the regional conference selects a service project to benefit a local program. In light of the October 2017 wildfires, 2018 conference attendees were encouraged to donate to Noma Gives, a fund to aid students, staff, and faculty of Sonoma State University who were affected by the fires.
Conference organizers also worked with SCT to set up the hands-on volunteer session at Redwood Empire Food Bank. Volunteers took a tour of the facility, learned about the organization, and then packed four pallets of food for the elderly.
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TOURISM GIVES BACK
NATIONALLY, INTERNATIONALLY
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For more than a decade, the nonprofit Tourism Cares organization has united the travel, tourism, and hospitality industries to give back to destinations in need of care, both after disasters and with everyday efforts.
Founded by the National Tourism Association and the United States Tour Operators Association in 2003, with representation from the American Society of Travel Agents, IATAN, and many of the industry's leading companies and associations, Tourism Cares spans and connects the entire industry around giving back, locally, nationally, and internationally.
Since 2003, travel industry volunteers have donated more than 50,000 hours at a value of $1 million to destinations all over North America, from cities to national parks and beyond. Current projects include helping restore coral, clean mangroves, and repair homes after Hurricane Irma in South Florida.
Tourism Cares also uses the power of tourism to drive social change by helping communities worldwide, in countries as diverse as Peru, Mexico, Myanmar, Egypt, Nepal, and Jordan.
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CERTIFIED TOURISM AMBASSADORS
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More CTA classes scheduled
Training opportunities for the Sonoma County Certified Tourism Ambassador program take place from 9:30 a.m. to 1:30 p.m. at the Sonoma County Tourism offices in Santa Rosa:
- May 31, 2018
- June 26, 2018
- Aug. 21, 2018
- Sept. 18, 2018
- Oct. 11, 2018
- Dec. 13, 2018
As a CTA, you will gain knowledge of the region's many assets, have access to exclusive educational tours and events, and be exposed to unique opportunities to connect with your hospitality peers, local community, and residents.
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