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,
We’ve been delighted with the response to our new partner information sessions. These monthly gatherings are designed to help our partners take advantage of the offerings SCT provides across various areas. The next session will focus on research, industry trends, and helping partners discover how to access the robust research portal at SonomaCounty.com. Attendees will learn how to maximize SCT’s research dashboard, understand the evolving traveler profile, and explore industry trends shaping our future. During times of change, such as the one we’re experiencing now, having reliable information delivered through research is the best way to build a solid foundation for your own sales and marketing initiatives. We invite you to join us for this important session!
Additionally, one of the most requested programs is now available for partners. The application period for annual event sponsorships is open! If your event attracts overnight visitors, be sure to apply for a portion of these funds. The application period closes October 3, so don’t miss out!
Finally, it’s the time of year we hold our annual meeting. This year’s event promises to be particularly insightful. Attendees will hear from dynamic speakers offering strategies to gain a competitive edge, elevate the customer experience, and truly welcome everyone to Sonoma County. Breakout sessions will include a continuation of last year’s AI discussion (a lot has happened in AI since then!), opportunities for sales teams to connect with a key third-party planner, and ongoing conversations about competitiveness and inclusive hospitality. Register today to take advantage of the early bird discount!
More information is available in today’s newsletter. Please take a few moments to read through the opportunities.
Thank you for all you do to support Sonoma County’s tourism industry!
Claudia
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In This Issue:
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Partner Education Series: Tourism Industry Update & Impact - 9/16
- Level Up at SCT's Annual Meeting Oct. 1 at Sonoma State University
- Applications open for SCT Sponsorships - 9/5-10/3
- Black Cod Week extends to Black Cod Month in October
- Join Wheel the World to champion accessibility in Sonoma County
- Submit non-alcoholic wine and seasonal offers for amplification and publicity
- SCT on the Road: Building business for our partners
- Creative Sparks: Inspiring ideas from inventive partners
- From our Partners
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Register Now for Our September 16 Partner Education Session: Tourism Industry Update & Impact
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Travel Trends are Evolving Fast, and the Businesses That Thrive are the Ones That Know How to Act on Them
This isn’t just a presentation; it’s a working session designed to deliver practical insights you can use right away.
Join us for an interactive, in-person session where you will:
- Get a clear review of Sonoma County’s tourism performance
- See the latest shifts in traveler demand
- Explore SCT’s research tools hands-on (bring your laptop!)
- Shape the conversation with in-session surveys
Event Details:
- Date: Tuesday, Sept. 16
- Time: 9:00 - 10:30am
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Location: Sonoma County Tourism offices | 400 Aviation Blvd., Suite 500, Santa Rosa
Space is limited. Reserve your spot today.
Questions:
Please reach out by email.
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Level Up at Sonoma County Tourism’s Annual Meeting 2025
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Your Front Row Seat to the Future of Sonoma County Tourism — Early Bird Ends Friday, 9/12!
Don’t wait! Early bird tickets close this Friday! With 200+ tourism professionals, civic leaders, and partners expected, this is your chance to be in the room where the ideas, insights, and connections that shape Sonoma County’s future will happen.
Theme: Level Up: Service, Strategy, Success
Expect an afternoon built for action: bold general session speakers, interactive breakouts, and a lively reception designed for serious networking. Featured voices include Danny Guerrero of The Culturist Group and Carl Ribaudo of SMG Consulting, who will challenge us to think bigger, act bolder, and redefine excellence in tourism.
Schedule:
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General Session: 1:00-3:00pm (Featuring “Beyond Service: The Power of Authentic Hospitality” panel)
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Breakouts: 3:15-4:00pm and 4:15-5:00pm
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Wine Reception: 5:00-6:00pm
Tickets: $60 early bird (through Sept. 12) | $75 thereafter
Venue: Sonoma State University Student Center, Rohnert Park
Seats are filling fast. Reserve your spot today to secure early bird pricing and join an industry gathering that delivers fresh insight, practical inspiration, and connections that will carry you into the year ahead.
| | THANK YOU TO OUR EVENT SPONSORS: | | |
Sponsorship Opportunities are Still Available
Reach out via email or call 707-953-3909 to learn more.
| | Boost Your Event with SCT Sponsorship! | | |
Funding + Promotion to Help Great Ideas Meet Bigger Audiences
Applications for Sonoma County Tourism’s Event Sponsorship Program opened Friday, September 5, and the deadline is October 3. Don’t wait to apply!
This is your chance to:
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Expand your audience and attract new visitors
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Encourage overnight stays that grow your event’s impact
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Shine brighter with added visibility and promotional support
Awardees receive financial backing plus partnership opportunities with SCT, including brand exposure and PR amplification.
Apply by October 3 to elevate your event and secure your spot on Sonoma County’s vibrant calendar.
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From One Week to a Whole Month:
Black Cod Takes Center Stage
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Celebrate October by Putting Sonoma County’s Buttery, Versatile Catch on Your Menu and Support Our Local Fishing Community
Thanks to the overwhelming support for Black Cod Week, we’re leveling up: October is officially Black Cod Month! This month-long campaign supports Sonoma County’s fishing community while showcasing the versatility and flavor of this local, abundant catch.
How Partners Can Participate:
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Restaurants & Food Businesses: Feature a Black Cod dish on your menu, whether it’s tacos, seared miso black cod, or something uniquely yours.
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Retailers & Markets: Offer fresh Sonoma County Black Cod for at-home chefs.
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Promote Your Involvement: Leverage the Black Cod Month digital toolkit, which includes logos, posters, social media copy, and a listing on blackcodweek.com, as well as SCT’s app.
Where to Source:
Local processors include Anna’s Seafood Market, Costarella Seafood, Oliver’s Market Cotati, Stony Point, and Windsor, as well as Santa Rosa Seafood. Order early to avoid weather-related supply disruptions.
Need Menu Inspiration?
Chef Dustin Valette is available to brainstorm ideas. Reach out to him directly by email.
Why It Matters:
With salmon seasons canceled and crab seasons shortened, Black Cod provides a sustainable, climate-resilient alternative that helps sustain Sonoma County’s fishing industry.
When: All October long.
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Reach New Audiences—and Drive More Revenue—by Championing Accessibility
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Make Your Business Part of Accessible Travel in Sonoma County
Sonoma County Tourism has partnered with Wheel the World, a global leader in accessible travel, to make our destination more inclusive and welcoming for all.
Through this partnership, visitors with disabilities can easily find verified accessible hotels, attractions, restaurants, and experiences, all reviewed by accessibility experts. That means safer, more enjoyable trips for travelers—and new customers, bookings, and revenue for your business.
Why Join?
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Expand your reach on a trusted global booking platform
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Attract new customers seeking accessible travel
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Grow your business while promoting inclusivity
Participation is free, simple, and impactful. Restaurants are especially encouraged to sign up, so travelers can discover more accessible dining options across the county. View Sonoma County's Destination Verified page to see the current list of participating partners.
Interested?
Contact Tanya Rainey via email.
By joining in, you’ll help make Sonoma County a destination where every visitor feels welcome, and where your business has the chance to thrive.
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Put Your Events in Front of Visitors and Media
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From Harvest Dinners to Holiday Markets, Submitting Your Events Helps SCT Amplify Them Through Our Newsletters and Global Media Connections
Special request: Deadline: Thursday, September 11
We are seeking non-alcoholic wine producers and non-alcoholic tasting options at wineries and other venues. If you offer zero-proof tastings, bottles, flights, or pairings, we welcome your details.
Harvest season is here, and travelers are eager to fill their calendars with Sonoma County experiences. Make sure your events are included by sharing them with SCT.
We’re especially looking for partner submissions tied to:
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Harvest celebrations and crush parties
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Halloween fun
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Diwali gatherings
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Día de los Muertos traditions
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Thanksgiving feasts and markets
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Christmas, Hanukkah, and New Year’s Eve events
- …plus any other happenings over the next four months
Why submit?
Your events fuel SCT’s marketing and media efforts:
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Travel Industry News & Resources newsletter to partners and stakeholders
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Sonoma Insider consumer newsletter
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“What’s New” quarterly update to reporters and outlets
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Ongoing PR outreach by SCT’s global media relations team
One submission means your event could be highlighted across multiple channels, reaching visitors, media, and industry insiders.
Share your details
Please send your event information to publicrelations@sonomacounty.com.
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SCT on the Road: Building Business for Our Partners
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Connecting with Planners, Creating Opportunities
Our Destination Sales Manager, Leslie Fravel, is on the ground at Destination California in San Diego, a premier hosted-buyer event for the meetings industry. She’s meeting one-on-one with key planners to showcase Sonoma County as the ideal setting for their future programs and events.
Her conversations help open doors and generate new leads that directly benefit our lodging, venues, and service partners. By positioning Sonoma County on this stage, Leslie is building awareness, forging relationships, and creating opportunities that can translate into real business for our community.
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Creative Sparks: Ideas Worth Sharing
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Sugo’s Anniversary Raffle: Sugo Trattoria is Turning 21, and They’re Making it a Celebration Guests Won’t Forget
Every dine-in guest during September is entered into a raffle to win one of ten $21 gift cards, plus their choice of a bottle of wine or a house-made dessert. Winners will be announced on September 30, extending excitement all month long. To add another layer, Sugo Trattoria is teaming up with La Bella Charcuterie for a one-night-only pop-up pairing event on September 22.
Why It Works:
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Creates repeat visits as guests return for more chances to win
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Turns an anniversary into a month-long marketing moment
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Builds anticipation with a bonus pop-up experience
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Keeps the spotlight on the restaurant across channels (in-house, email, social)
Pro Tip for Partners:
Raffles and giveaways tied to milestones are an easy way to drive traffic, encourage loyalty, and keep buzz alive beyond a single event.
Spinoff Ideas:
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A brewery could celebrate an anniversary with a “Spin the Tap” raffle: every pint earns an entry to win a branded growler or tasting flight.
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A boutique could offer “Birthday Bucks”: shop during the anniversary month for a chance to win store credit equal to the anniversary year (e.g., $15 for 15 years).
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A winery could give raffle entries with every tasting to win library wines or special release bottles.
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A spa could celebrate its anniversary by raffling off gift certificates paired with seasonal add-ons (aromatherapy, foot soak, etc.).
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Join Dining Out For Life® and Support Food for Thought
Restaurants, cafés, bakeries, breweries, and wineries: here’s your chance to be part of a beloved community tradition that fills dining rooms while giving back in a big way.
On Dining Out For Life® day, thousands of locals dine in or take out from participating businesses. Partners pledge 25%, 50%, or 100% of event-day sales as a donation to Food For Thought, which provides vital nutrition services to people in need.
In return, your restaurant will be featured in a robust promotional campaign, including direct mail, print and digital ads, radio, social media, and in-restaurant materials that help you shine.
Register by September 25, 2025, to be included in printed materials.
Get full details and sign up here.
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