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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.

October 7, 2025

Dear Partners,

We always look forward to our annual industry gathering. At Sonoma County Tourism, our aim is to make the Annual Meeting more than just a simple accounting of the year and a formal review of the bylaws. We focus on delivering practical, high-value insights to our partners with one goal in mind: driving revenue through your doors.

During the General Session, speakers shared vital ways to enhance the guest experience. Who could forget Rob Saccuzzo’s description of the Old Caz Brewery as the “third place,” reminding us that hospitality builds community? We also dug into the Seven Secrets of Inclusive Hospitality and discovered how to chart a true competitive edge with Blue Ocean thinking. Breakout sessions explored these themes further, with deep dives into actionable AI, media relations in an increasingly fragmented landscape, working with third-party meeting planners, plus tools to put Blue Ocean Strategy and inclusive hospitality into practice. These sessions provided clear, adoptable programs that all partners can incorporate.

Thank you to everyone who joined us, participated in the sessions, asked thoughtful questions, and shared feedback. We are grateful to our sponsors, including Via, Alaska Airlines, Alsco Uniforms, AutoCamp Sonoma, Bright Event Rentals, Fairmont Sonoma Mission Inn & Spa, Wine Business Institute at Sonoma State University, Zannah Farms, Chandi Hospitality Group, ENTRA Health Insurance Services, Wine Road Sonoma County, Francis Ford Coppola Winery, and Muscardini Cellars, for helping make the day possible.

Wishing you a productive and successful autumn.

Claudia

In This Issue:

SCT's Annual Meeting: Thank you for leveling up with us!
Media alert: wedding venues
Introducing the Sonoma County Tourism Sales Planning Guide
Black Cod Month: Get featured on our channels
Promote your business in the official 2026 Visitor Guide
10/21 Partner Education Session: Holiday Visibility Workshop
Submit offers for the Salesforce Employee Travel Fair
Partner Innovations: Inspiring ideas from inventive partners
Spotlight opportunity: Share your "third place"
From our Partners

Thank You for Leveling Up with Us

We’re Grateful You Spent Your Afternoon with SCT. A Full Follow-up Arrives on Wednesday, Oct. 8

Our appreciation goes out to everyone who joined the Annual Meeting. Your energy, ideas, and conversations made the day. On Wednesday, you will receive a comprehensive follow-up, which includes a recap, follow-up materials, the Year in Review video, and the Annual Report.

Have feedback or photos to share?

We’d love to hear what stood out. Please reach out to us via email with your takeaways, moments that resonated, photos from the day, topics or speakers you’d like to see next year, and any compliments or constructive suggestions. If you are posting, tag #SonomaCounty so we can spotlight your team.

We extend our heartfelt gratitude to our speakers, panelists, and partners for turning ideas into action across Sonoma County. We appreciate you and look forward to keeping the momentum going!

Media Alert: Wedding Venues for Coverage Consideration on MSN and Yahoo!

Quick Turnaround Press Opportunity: Submit Sonoma County Wedding Venues for Fall Coverage by 4pm Today

SCT’s PR team is coordinating a quick response to a national request spotlighting standout wedding venues in Wine Country. The journalist plans to create Instagram Reels and articles for MSN and Yahoo! this fall and may schedule media visits to capture content on-site.

What to send

2-3 sentences on what makes your venue wedding-worthy now (setting, seasonality, signature spaces). Please be as specific as possible, referencing unique or showstopping factors.
Key details: max guest count, indoor/outdoor options, photogenic backdrops, accessibility notes, onsite/nearby lodging
3-5 hi-res images (with captions/credits) and any short video links
Booking/info link and a contact for quick follow-up

How to be considered

Email materials to publicrelations@sonomacounty.com by 4pm on Tuesday, Oct. 7. Our team will compile and forward qualified Sonoma County venues to the journalist for potential inclusion and site visits.

This is a strong awareness driver

Venues featured across MSN/Yahoo plus social typically see search spikes, inquiries, and tour requests. If your space is a fit, please send assets right away.

Introducing: Sonoma County Tourism Sales Planning Guide

A One-Stop Resource to Turn Interest Into Itineraries

We’re excited to introduce the Sonoma County Tourism Sales Planning Guide, a practical, visual tool you can share with clients and teams to convert inquiries into itineraries and bookings.

Why it matters

Show Sonoma County’s breadth (coast, redwoods, culinary, wellness)
Differentiate proposals, speed decisions, encourage overnight stays

How it helps

Curated venues, lodging, off-sites, team-building, transportation, services
Seasonal ideas and signature experiences that stand out in RFPs
Clear details and visuals clients can act on

Get started

Share it with your sales team and clients, add it to proposals and site-visit prep to boost close rates.

If you’d like a quick walkthrough for your team, please connect with us by email, and we’ll set it up.

Black Cod Month: Get Featured on Our Channels

DM Your Post, Tag #SonomaCounty and #BlackCodMonth, to Get Featured

Looking for more attention on your menu this October? We’re showcasing partner content for Black Cod Month across SCT channels and our roundup page.

How to be featured

DM us your Instagram post and include #SonomaCounty and #BlackCodMonth
Share signature dishes, retail displays, or guests enjoying black cod
If you’re running a special, add the offer details and a link in your caption

Selected posts will be shown on BlackCodMonth.com.

Show us what you’re plating, and we’ll be happy to help spread the word!

Promote Your Business in the Official 2026 Visitor Guide

Early Booking Rates Now Available; Limited Space—Reserve Your Placement

The 2026 Sonoma County Tourism Visitor Guide is in production, and we’d love to feature you. This elevated, keepsake edition will be amplified across SCT’s website, newsletters, and social channels, reaching high-intent travelers planning 2026 trips.

Why participate

High-value audience: Convert visitors with an upscale, editorially driven guide
Strong storytelling: Produced with Wanderlust Content Studio for engaging, native formats
Broad coverage: Outdoor adventures, culinary and wine, lodging, arts and culture, and more
Added reach: SCT promotion to extend visibility and drive bookings

Next steps

Reserve your placement: Early booking rates are live; space is limited
Contact: Email Mary-Clifton to learn more and secure your spot

10/21 Partner Education Session:

Visibility Workshop: Hospitality Hub, Start to Finish

Update Your Listing on the Spot and Get PR Tips for Peak Season. Limited Seats.

Boost your visibility within Hospitality Hub with a quick, hands-on working session. Whether you're new to the portal or use it frequently, we'll walk you through the latest refresh, show you how to tag for events, holiday happenings, and seasonal specials, and help you add media offers with guidance from our PR team.

You’ll learn to:

Refresh your listing now: images, descriptions, tags
Use best practices for holiday search and promotion
Add media offers correctly so editors can find and share them
Get quick, one-on-one help and answers

Bring your laptop. This is a working session, and you will leave with updates completed.

When: Tuesday, Oct 21, 9:00-10:30am

Where: Sonoma County Tourism offices, 400 Aviation Blvd, Ste 500, Santa Rosa

Questions? Please get in contact by email, and we will get back to you promptly.

To view additional topics for upcoming education sessions and other industry events, including mixers and additional programming, click here.

Submit Offers for the Salesforce Employee Travel Fair

Exclusive, Bookable Promotions Due Oct 22 for a High-Value Bay Area Audience

Sonoma County Tourism’s Business Development team will represent our destination at the Salesforce Travel Fair in San Francisco on October 29.

This is a prime opportunity to connect with Salesforce employees, admins, and meeting planners based in the Bay Area. We’re curating exclusive, easy-to-book offers from hotels, wineries, and wellness partners.

What to send: A Salesforce-only offer with a discount code or dedicated URL (no phone-only redemptions).
Who should submit: Hotels, wineries, and wellness providers ready to turn interest into bookings.
Deadline: Tuesday, Oct 22

Thank you for helping us showcase Sonoma County to this influential audience.

Submit Here

Spotlight Opportunity: Share Your “Third Place”

We're Curating: Best Places to Gather, Linger, and Connect

We’re building a list of Sonoma County “third places” for upcoming stories and PR pitches. Coined by sociologist Ray Oldenburg in The Great Good Place (1989), a third place is a spot outside home and work where people naturally gather.

Who we’re seeking

Cafés, restaurants, wineries, breweries, tasting rooms, bookstores, markets, and community spaces that encourage people to stay, socialize, and feel at home.

What to send

A short description of your third-place philosophy
Linger-friendly details: seating style, Wi-Fi, outlets, music volume, kid- or pet-friendly notes
Programming: live music, book clubs, trivia, maker nights, community tables
Accessibility and inclusivity features
Hours and any “stay a while” policies
1-3 photos with captions and credits
A booking or info link and your press contact

Share with us

Email publicrelations@sonomacounty.com with the subject line: Third Place Submission.

Partner Innovations: Ideas Worth Sharing

Calling all qualified chefs: Host your own Monday/Tuesday dinners in a licensed kitchen, with easy logistics and big creative freedom.

The Burrow, a new Healdsburg spot opened in May, is opening its kitchen and dining room to fellow chefs for pop-ups and chef’s dinners on Monday and Tuesday nights. Owner David is keeping it simple: licensed kitchen, by-the-book compliance, low lift on logistics—the goal isn’t profit; it’s community, creativity, and fresh eats for locals and visitors.

Why it's a win-win

Your canvas: Bring your concept, test menus, or collaborate with friends
Turnkey space: Licensed kitchen + dining room, code-compliant support
Real impact: Build buzz, meet new guests, and keep Sonoma County’s culinary scene vibrant

Interested?

Pitch your idea (theme, dates, needs) to david@theburrowhb.com. Spots will go fast.

If you know of a regional fresh approach worthy of inclusion in Partner Innovations, please nominate it to us by email.

(Image courtesy of @theburrowhb)

From Our Partners

Sonoma County Hospitality Association Fall Mixer: Oct. 8

Reconnect with industry peers at Mitote Food Park, 4:30-6:30pm

Join the Sonoma County Hospitality Association for its Fall Mixer, a casual evening to reconnect with colleagues, swap ideas, and check out Mitote Food Park’s new location over great food and beverages.

Event details

Date: Wednesday, Oct. 8, 2025
Time: 4:30-6:30pm
Location: Mitote Food Park (additional parking available across the street)
Bring a colleague: Please invite others from the hospitality industry!

Questions? Please email the Sonoma County Hospitality Association.

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