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,
Mark your calendars for this year’s annual meeting on October 1st. This year’s theme, “Level Up: Service, Strategy, Success,” provides a platform for engaging speakers, results-driven workshops, and opportunities to network with industry innovators. We’ll explore areas where the Sonoma County tourism industry can embrace change to truly find our competitive edge.
It’s no surprise that our industry is facing unprecedented challenges. Most of these obstacles can be overcome through a collective effort that elevates the Sonoma County brand and creates compelling, shareable experiences that inspire people to visit this wonderful destination.
Watch your inbox for registration details. This year, we’ll offer an exciting incentive for those who register early. More information will follow soon.
Additionally, we’re thrilled to announce the expansion of Black Cod Week to encompass the entire month of October. Last year’s event was a great success, and we look forward to building on that momentum! Make plans to visit a local restaurant, purchase Black Cod for your own kitchen, and celebrate the tremendous value of our local fishing industry!
Thank you for all you do to support the tourism industry in Sonoma County!
Claudia
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In This Issue:
- From a Week to a Month: Black Cod Takes Over October
- Sept. 16 Partner Education Series: Tourism Economic Update
- SCT's Annual Meeting Oct. 1: Level Up: Service, Strategy, Success
- National Hispanic Heritage Month 9/15-10/15: Share Your Stories!
- Get Connected with SCT's Accredited Hospitality Professional Program
- Share Your Creative and Timely Events and Stories with Our PR Team
- Creative Sparks: Inspiring Ideas from Inventive Partners
- From Our Partners
| | Make It a Month: Black Cod Takes Over October | | |
What Started as a Week Now Anchors October with Local Taste and Coastal Impact
October is Black Cod Month: a countywide celebration of community, cuisine, and stewardship. Locally caught off the Sonoma Coast, buttery black cod is delicious, sustainable, climate-resilient, and a direct boost to the working waterfront.
Make a splash with a Black Cod Month feature
Showcase a signature dish, tasting flight, or one-night feature. We will provide supply contacts, availability updates, ready-to-use menu language, and a promo toolkit for your channels and in-house materials. We are confirming participants this week.
Be part of the catch: spotlight your black cod dish this October
Email us your concept and we’ll help spread the word! Thoughtful dishes like miso-glazed fillet, grilled collar, chowder, crudo, tacos, or smoked bites give visitors a delicious reason to explore, support our coastal economy, and come back for seconds. Give guests a delicious reason to visit in October and help keep Sonoma County’s coastal economy thriving.
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September Partner Education Series:
Tourism Economic Update—Turn Insights Into Action
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Get the Latest on Occupancy, Demand, and Consumer Trends, and What They Mean for Your Business This Fall
Join us in person for SCT’s Monthly Partner Education Series. September's timely topic is the much-anticipated Tourism Economic Update.
We’ll unpack first-half performance, surface what’s shifting now, and workshop practical moves for late summer and fall. Expect usable takeaways, candid Q&A, and ideas you can put to work right away. Please note that this is an in-person only event and seats are limited.
Details:
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Date: Tuesday, Sept. 16
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Time: 9-10:30am
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Location: Sonoma County Tourism offices, 400 Aviation Blvd., Ste. 500, Santa Rosa
Questions:
Please reach out by email.
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SCT’s Annual Meeting: Your Launchpad for Smarter Service, Sharper Strategy, and New Demand
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Discover the Whitespace in Sonoma County’s Visitor Economy and How to Own It
Tourism is evolving. So are we. Join us on Wednesday, October 1, for Sonoma County Tourism’s Annual Meeting, themed Level Up: Service, Strategy, Success: a high-impact gathering designed to challenge assumptions, ignite creativity, and move our industry forward.
Expect energizing speakers, hands-on workshops, and real conversations with bold thinkers, passionate leaders, and changemakers from across the region. This isn’t just another meeting. It’s your moment to recharge, reconnect, and rethink what’s possible. Your next level starts here.
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Want to boost visibility for your brand?
This is your moment. Sponsorships offer direct access to hundreds of engaged partners, decision-makers, and community leaders. Options include:
- Presenting Sponsor (limited availability)
- Gold, Silver & Bronze Sponsors (varied exposure + event tickets)
- Happy Hour & Beverage Sponsors (branded experiences + social shoutouts)
Each level comes with perks like reserved seating, speaking opportunities, digital and social promotion, and high-visibility branding across SCT platforms.
Reach out via email or call 707-953-3909 to learn more.
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With gratitude to our generous sponsors who make this gathering possible:
Their partnership helps us elevate not just an event, but our entire industry. If you’ve ever considered stepping forward as a sponsor, this is your moment! Your support fuels the conversations, connections, and creativity that move us all ahead.
| | Championing Sonoma County’s Vibrant Hispanic Communities | | |
The Hispanic Community is Woven Into Every Corner of Sonoma County; Help Us Spotlight Their Impact
National Hispanic Heritage Month runs from September 15 to October 15, and SCT's PR team would love to highlight the incredible contributions of Hispanic-owned and influenced restaurants, wineries, farms, artists, shops, and makers throughout the region.
Whether you're a family-run winery, a taqueria with deep local roots, or a boutique celebrating Latinx artistry, we want to hear from you.
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If your business should be included, please update your listing on the Hospitality Hub
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If you know of a business that should be included, please share with our PR team its name and a brief description of its impact
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If you are hosting an event or showcasing your heritage this fall, please contact SCT Public Relations
Let us know! We would love to feature you in cultural, creative, and community spotlights, sharing how and why your business makes Sonoma County special. Email us to help shine a light on the people, places, and traditions that deserve to be celebrated in this year’s update.
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Turn Service Into Your Superpower: Get Accredited
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Explore Sonoma County. Elevate Your Service. Join the Region’s Fastest-Growing Guest Experience Movement.
Sonoma County Tourism’s Accredited Hospitality Professional (AHP) program is growing fast—up 45% year-over-year—allowing you to connect with fellow industry professionals through our Educational Experiences and networking opportunities. Employers - this program is open to anyone engaging with Sonoma County visitors!
Congratulations to some of our recently accredited professionals from the following partners: A.C. by Marriott Santa Rosa, Cloverdale Visitors Center, Costeaux French Bakery, Courtyard Santa Rosa, Criminal Bakery, Duncan's Mills Candle Co., Fairfield Inn, Landmark Vineyards, Muscardini Cellars, Olea Hotel, Paradise Ridge Winery, Russian River Chamber, Santa Rosa Golf & Country Club, Sonoma Coast Visitors Center, Sonoma County Hospitality Association, Sonoma Valley Visitors Bureau, Visit Santa Rosa, Windsor Visitors Center. and many more on the horizon!
And a huge shout out to these partners who have hosted our AHPs for Educational Experiences, making connections to send visitors their way: Armstrong Woods, Barrel Brothers, Bartholomew Estate Winery, Courtyard Santa Rosa, DoubleTree by Hilton Sonoma Wine Country, El Barrio, Equality Wines, Fleur Sauvage, Joseph Jewell Wines, Landmark Vineyards, Mascarin Family Wines, Muscardini Cellars, PikNik Town Market, Safari West, Santa Rosa Golf & Country Club, Schulz Museum, Sunflower Caffe, Tasting Notes, Western Hills Garden and more on the calendar!
Ready to level up your hospitality game? Master the Essentials. Elevate the Experience. Reach out with questions or interest to ahp@sonomacounty.com.
| | Your Next Headline Starts Here | | |
From grape stomps to resolutions, we’re gathering innovative partner stories to share with the press
SCT’s PR team is always looking ahead and wants to share your most compelling stories and events with the media. The more innovative, unexpected, and timely, the better! If you have anything planned around the themes below, we’d love to hear from you:
- Harvest season activities (grape stomps, crush celebrations, seasonal offerings)
- United States 250th anniversary events or commemorations
- Holiday happenings (November–December)
- New Year’s Eve / New Year’s Day celebrations
- New Year’s resolution–inspired experiences
- Sober New Year’s celebrations or wellness-focused offerings
Send information and details to publicrelations@sonomacounty.com. Please also be sure to update your Hospitality Hub listing with these details so visitors can easily find and book your offerings.
Thank you in advance for collaborating with us to secure placements in the outlets our visitors read most often!
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Creative Sparks: Ideas Worth Sharing
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Wine Road’s Harvest Wine Trail: A One-Day Harvest Passport That Turns Curiosity Into Connection
Every other week, we spotlight one smart, heartfelt, hustle-powered idea from our partners. This edition features Wine Road’s Harvest Wine Trail, a simple, high-charm way to let guests taste the season, meet makers, and discover new favorites in a single day.
Why it works
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Timely: Harvest is peak curiosity. Guests want to see, taste, and learn while the fruit is coming in.
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Fresh: Not just pours. Think just-pressed juice, grapes off the vine, leaf-ID walks, and quick “how it’s made” moments.
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Collaborative: 30+ wineries across Alexander Valley, Dry Creek Valley, and Russian River Valley working from one shared program.
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Smart: A $50 ticket with clear value, easy logistics, built-in discovery, and social-friendly experiences, plus a give-back to the Redwood Empire Food Bank.
Event snapshot
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When: Saturday, Sept. 13, 2025
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What you get: Complimentary tasting of at least three wines at each participating winery (30+ expected).
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Tickets and details: Harvest Wine Trail
If you’re cooking up a similarly clever idea that sparks guest joy, tell us. We love sharing what works.
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Grow the Future: Host a High School Intern Through Path to Purpose
SCT is proud to share an opportunity from our partners at the CTE Foundation that’s all about investing in Sonoma County’s next generation of hospitality leaders.
Path to Purpose is a countywide internship program connecting high school juniors and seniors with meaningful, real-world work experiences across industries, including tourism, hospitality, culinary, and the arts. Best of all? The logistics are handled for you.
Whether your business can host an intern for a few weeks or offer a focused short-term project, the Path to Purpose team takes care of:
- Student outreach and readiness training
- Internship screening and placement
- Flexible structure that fits your schedule and goals
This is more than mentorship. It’s a chance to inspire, empower, and shape the future of Sonoma County’s workforce. Paid or unpaid, big or small, every opportunity counts. A couple of months can make a lifetime of impact, for them and for you.
Join the growing network of partners making a difference.
Learn more here. For additional details or specific questions, please reach out by email.
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Indulge Sonoma: Sip, Savor, and Celebrate Local Flavor
On Saturday, Sept. 27, 2025, at The Backdrop in Santa Rosa, Becoming Independent hosts Indulge Sonoma, a 50+ purveyor of beverages and culinary festival with unlimited tastings from Sonoma County chefs, wineries, breweries, and distilleries.
General admission is $150 for noon to 3 pm; VIP is $200 with 11am early entry and access to the Poppy Bank Indulgence Lounge with premium pours and elevated bites.
Expect live music and a lineup that includes favorites like The Matheson, Mauritson Wines, Willi’s Wine Bar, Russian River Brewing Company, and Sipsong Spirits. This is a 21+ event.
Ready to attend? Get tickets here.
Interested in participating? Visit the event page for more information.
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