Tourism Industry News & Resources | | This partner communication exists to provide updates on Sonoma County Tourism’s programs and offerings, along with additional news and resources to support Sonoma County’s tourism and hospitality industry. | | |
Dear Partners and Colleagues,
Today marks the Lunar New Year, ushering in the Year of the Fire Horse. This is an unusual combination. The last Year of the Fire Horse was in 1966, a period of significant turbulence in our country. The Horse symbolizes independence, vitality, and forward momentum. Fire adds energy, passion, and transformation. Together, they signal bold action, rapid change, and dynamic energy, encouraging people to pursue goals with confidence and creativity.
This dynamic period of energy and transformation couldn't come at a more opportune time for Sonoma County Tourism and the County as a whole. As an organization, we understand the complexities our industry faces and the sectors that have thrived in Sonoma County. To meet these challenges, we've been exploring ways to identify our uncontested competitive space through a Blue Ocean Strategy. The goal is to set us apart from the cluttered, competitive environments in similar regions.
We cannot achieve this alone. We're working with our partners at the Sonoma County Winegrowers and Vintners to identify ways to align on this strategy to help reshape wine tourism. We're discussing with the Economic Development Collaborative how to integrate this effort into a broader countywide business development approach. As part of the Blue Ocean Strategy work, we'll speak with a range of stakeholders and residents to gather additional input. This collaborative approach is essential to identifying a Blue Ocean Strategy. Much more to come.
Cheers to an extraordinary Year of the Fire Horse and a dynamic, transformative year for Sonoma County!
Claudia
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In This Issue:
- Vacation Rental Symposium on Friday, 2/20
- 2026 Stars of the Industry Awards
- Media Opportunity: Chef-Hosted Weekends
- A Fresh Take on Restaurant Week from 2/23-3/1
- Lend a Hand at Our February Adopt-A-Road Clean Up on 2/27
- March Means More! Share Your March Events
- 3/17 Partner Education Session: Serving Every Guest With Confidence
- Partner Innovations: Inspiring Ideas Worth Sharing
- From Our Partners
| | Vacation Rental Owners & Property Managers:
Get Ahead of the Season on 2/20 | | |
Three hours now. A stronger summer ahead.
Peak demand is coming. The question is whether you’ll be reacting or ready. Our Vacation Rental Symposium is designed specifically for Sonoma County vacation rental owners and managers. Focused. Practical. Immediately useful.
What you’ll gain:
- Current Sonoma County tourism and booking trends
- Practical AI tools you can use right away
- Safety and preparedness insight from Sonoma County Fire District
- A live conversation with Permit Sonoma
- Messaging guidance around safe and responsible travel
- Direct access to speakers and time for your questions
No generic presentations. Just relevant insight and real dialogue. You’ll also connect with fellow operators who are refining their strategies before peak season hits.
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Date: Friday, February 20
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Time: 9:00am-12:00pm
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Location: Attend via Zoom or in-person at Sonoma County Tourism, 400 Aviation Blvd., Suite 500, Santa Rosa
It's free to attend, and light refreshments will be provided. Space is limited. If staying competitive matters to you, this morning does too.
| | 2026 Stars of the Industry Awards | | |
Who deserves the spotlight this year?
If someone on your team consistently goes above and beyond…
If a property, partnership, or program is raising the bar…
If a Rising Star is already making waves…
Now is the time to recognize them.
Awards span 13 categories honoring individuals, businesses, partnerships, sustainability leadership, Visitor Centers, and more. You may submit nominations in multiple categories, and finalists are selected based on the strength of each submission.
Finalists will be announced soon after, public voting will follow, and winners will be celebrated at the Stars of the Industry Awards in June.
Sponsorship opportunities are available for those who want to align with this signature celebration of Sonoma County hospitality.
Interested in sponsorship opportunities?
Please contact Judy Walker at judy@jgwevents.com to learn more.
Questions? Please contact Kelly Bass Seibel here.
| | Media Opportunity: Chef-Hosted Weekends - Deadline 2/25 | | |
Travel Noire | Deadline: February 25
A journalist with Travel Noire is developing a feature on chef-hosted weekends around the world and why they’re being positioned as the “new luxury” in travel.
The story is seeking high-end culinary experiences led by chefs at either the property or destination level, offering immersive, elevated programming for guests.
If your business hosts chef-driven weekends, exclusive culinary takeovers, residency dinners, or multi-day food experiences that attract travelers, we’d love to hear from you.
Please contact the SCT PR team at publicrelations@sonomacounty.com with a brief description and any supporting details. The deadline to submit interest is February 25.
| | A Fresh Take on Restaurant Week | Feb. 23-Mar. 1 | | |
Seven days. Endless flavor. One delicious reason to go out.
Sonoma County Restaurant Week returns February 23-March 1, inviting locals and visitors to dine out, try something new, and celebrate our culinary community.
No tickets. No passes. Just thoughtfully priced prix fixe menus designed to spark curiosity and fill seats.
Participating restaurants can choose the format that best fits: Sweet Perks ($6); Breakfast or Lunch ($15-$25); or Dinner and Shared Dining ($30-$70).
New in 2026: Sonoma County Grown
Restaurants featuring 100% Sonoma County-sourced entrées and/or pouring Sonoma County wines will be specially highlighted, making it easier for diners to support local producers.
Restaurant Week is a proven way to attract new guests, reengage regulars, and be part of a shared, countywide culinary moment. Let’s make it a week worth savoring.
Questions? Please email RestaurantWeek@sonomacounty.gov.
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Lend a Hand at Our February Adopt-A-Road Clean Up:
2/27 in Guerneville
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Grab a vest. Make a difference. Feel really good after.
Recent flooding left debris along Armstrong Woods Road, and we’re stepping in before it reaches our waterways. We’ll meet at the overflow lot at boon hotel + spa and clean a two-mile stretch together.
Join us for our next Adopt-A-Road Clean Up:
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Date: Friday, February 27
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Time: 9:00am
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Location: Meet at boon hotel + spa's overflow lot, 14711 Armstrong Woods Rd, Guerneville
We provide gloves, bags, pickers, and safety vests. You bring layers, sturdy shoes, and a willingness to pitch in.
It’s a short morning with real impact and a great way to care for the places that care for our community. Come for the stewardship. Stay for the community. Leave knowing you helped protect Sonoma County’s land and water, and looked pretty cool doing it.
Questions? We're happy to help. Feel free to contact us. Please register in advance.
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March Means More!
Share Your March Events
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If it’s happening in March, we should know about it
March is shaping up to be a busy, opportunity-rich month across Sonoma County, and we want to make sure your events get the visibility they deserve.
If you have events planned in March, please share the details with our team as soon as possible. The more insight we have, the better we can amplify your offerings through our channels and help drive awareness, attendance, and bookings.
Please submit your event information to our Events Calendar, including key details and strong imagery, so they can be promoted on our website and beyond.
Early submissions give your events the best chance to shine.
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Register to Attend 3/17 Partner Education Session:
Serving Every Guest with Confidence
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Practical hospitality tools for Sonoma County partners
More than 40% of travelers to Sonoma County report having some form of disability need. Are we prepared to meet them with clarity and confidence?
Join Common Ground Society's Larkin O’Leary for a grounded, practical conversation about meaningful adjustments your business can make to better serve guests with a range of access needs.
This session will highlight real-world strategies you can implement immediately across wineries, restaurants, lodging properties, and attractions.
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Date: Tuesday, March 17
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Time: 9:00-10:30am
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Location: Sonoma County Tourism, 400 Aviation Blvd., Suite 500, Santa Rosa
Through discussion and relatable scenarios, we’ll create space to ask questions, share experiences, and strengthen our approach to welcoming visitors throughout Sonoma County.
As an added bonus, attendees will be entered for a chance to win one of 10 sensory backpacks for their business.
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Partner Innovations: Inspiring Ideas Worth Sharing
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Meet the moment: smart festival packages that capture built-in demand
When major events draw thousands of visitors, the opportunity goes beyond filling rooms. It’s about reducing friction and adding value.
Fairmont Sonoma Mission Inn & Spa offers a great example with its Rock & Ride Music Festival Package, designed specifically for guests attending BottleRock and La Onda. The offer bundles accommodations with round-trip transportation and thoughtful in-room touches, making a high-energy weekend feel seamless and stress-free.
The takeaway for partners: look at your calendar and identify built-in demand moments, then design offers that make the experience easier or more memorable. Transportation add-ons, recovery amenities, pre-event dining, extended hours, or themed experiences can turn a busy weekend into a compelling reason to book and stay longer.
Festival travel is high-intent and predictable. Creative, guest-centered packages like this help capture demand while elevating the overall visitor experience.
Image courtesy of Fairmont Sonoma Mission Inn & Spa
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Sharing History as an Act of Hope
This year marks the 100th anniversary of Black History Month, founded in 1926 by historian Carter G. Woodson to affirm that Black history is central to American history.
At the Museum of Sonoma County, that commitment is reflected in Take Me to the Water: Histories of the Black Pacific, an exhibition exploring the often-overlooked stories of people of African descent and their relationship to the Pacific Coast, including here in the North Bay. The exhibition invites visitors to deepen their understanding of history, place, and belonging.
Partners and community members are encouraged to experience Take Me to the Water (on view through March 22) and attend upcoming programs, including Black Writers of Sonoma County (February 21) and a conversation with curator Dr. Caroline Collins (March 5).
Image courtesy of Museum of Sonoma County
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Volunteer Opportunity: Pigs & Pinot 2026
Pigs & Pinot returns March 20-21 for a celebrated weekend of food, wine, and community at Appellation Healdsburg, the newest hotel from chef Charlie Palmer. Organizers are seeking enthusiastic volunteers to help bring this beloved fundraiser to life.
Roles range from wine pouring and food service to event set-up, glass polishing, and behind-the-scenes support. Shifts run Thursday through Saturday, with options to match a variety of interests and schedules.
It’s a lively, rewarding way to support a meaningful cause while taking part in one of Sonoma County’s most talked-about culinary weekends.
For details and shift availability, contact Susannah Martin or Ariele Ramano.
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California Artisan Cheese Festival
The California Artisan Cheese Festival returns to Sonoma County March 20-22, marking 20 years of craftsmanship, collaboration, and California’s world-class cheesemakers.
This beloved weekend brings together farmers, producers, and cheese lovers for immersive experiences that celebrate the people and stories behind artisan cheese.
Highlights include:
- Farm and producer tours
- Educational seminars and tastings
- A lively Cheese Crawl
- The signature Artisan Cheese Tasting & Marketplace featuring cheeses alongside local wines, beers, ciders, and specialty foods
Each event is designed to deepen appreciation for the craft while supporting sustainable agriculture and the cheesemaking community.
Event times and ticket details vary by activity. Visit the festival website for the full schedule and ticket information.
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