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 almost made it through 2025, and it’s been another volatile one. Time magazine recognized the big story of the year when it named the AI Architects as its “Person of the Year.” Undoubtedly, we will look back on 2025 as the year of AI integration. Likely, everyone reading this is determining how to make the best use of this new technology and questioning the policies your organization will draft to govern its use. From SCT’s perspective, we are also looking at how this technology impacts sustainability. It strikes me as odd that a new technology could be such a fossil fuel burner, but that’s the reality. According to a report from MIT: AI has created an unexpected surge in energy demand, and with it, climate-warming greenhouse gas emissions. Addressing this will take more computationally efficient AI models, more energy-efficient data centers, and new clean energy to power it all.
This is further discussed in a report published by Penn State, which states: "Behind this innovation lies a growing environmental footprint." In 2023, data centers consumed 4.4% of U.S. electricity—a number that could triple by 2028. AI’s rapid expansion also drives higher water usage, emissions, and e-waste, raising urgent sustainability concerns.
Until efficient models are implemented, we are serious about finding the right balance between our actual need for AI and its energy consumption. Not only can AI be an inauthentic form of communication, but coupling that with high energy use forces us to seriously reconsider to what extent we should adopt this technology.
SCT prides itself on being an early adopter of innovation and technology, but we also need to be resourceful in identifying how best to use any innovation. Recently, we launched LOU, our AI travel concierge for anyone visiting the SCT website or using the app. So, we are definitely not shying away from the potential of this technology. However, we are also mindful of sustainability and authenticity as we determine how to balance this ever-evolving technology. I have no doubt this will remain both an issue and an opportunity into 2026.
As we head into the holiday festivities, for all of you who celebrate Hanukkah, we wish you peace and light during this season.
Claudia
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In This Issue:
- Image request for upcoming media story
- 1/20 Partner Education Session: 2026 New Year's Resolutions for your business
- 1/22: Cvent and Reposit training sessions
- 2/26: Rapid Connections registration now open
- Annual Hygiene Product Drive
- Partner Innovations: inspiring ideas worth sharing
| | Image Request for Upcoming Media Story | | |
Seeking photos that showcase accessible Sonoma County experiences
Our public relations team is assisting a journalist developing a feature on road trips for travelers with mobility challenges, and she is specifically looking for images of people aged 50 and older with mobility challenges enjoying experiences in Sonoma County.
We would greatly appreciate partner support. If you have photos that fit these criteria and are available for media use, please share them with us by noon on Friday, December 19. Images must include credits and location. Those selected may be featured in the story, offering valuable exposure for your business and the broader destination.
Your submissions help us highlight Sonoma County as an inclusive and welcoming place for all travelers and demonstrate the accessible experiences our partners already provide.
Please send images or questions to publicrelations@sonomacounty.com.
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1/20 Partner Education Session: 2026 New Year's Resolutions for Your Business
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Start the year with strategies that net real results
A new year is upon us, which means fresh goals, renewed energy, and maybe even a few resolutions you’ll actually keep. January’s Partner Education Session is your jumpstart for 2026, complete with coffee, pastries, and insights that make “new year, new strategy” feel a whole lot more achievable.
We’ll kick things off with topics designed to help you elevate your marketing, grow visitation, strengthen group business, and enhance the guest experience from day one. If your resolution is to work smarter, collaborate more, or finally put a few great ideas into motion, this session offers a clear, inspired path forward.
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Date: Tuesday, Jan. 20
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Time: 9:00-10:30am
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Location: Sonoma County Tourism offices | 400 Aviation Blvd., Ste. 500, Santa Rosa
In-person only. Enjoy complimentary coffee and pastries.
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Partner Training on 1/22: Cvent and Reposite
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Grow Your Group Business in 2026
Sonoma County Tourism is hosting two complimentary training sessions to help partners strengthen their visibility with meeting planners and travel professionals.
Morning Session: Cvent Training for Hotel Partners
Cvent remains one of the industry’s most influential tools for planners researching destinations, sourcing venues, and submitting group RFPs. This session will walk hotel partners through how planners use the platform and how to optimize your property’s presence to increase visibility, strengthen engagement, and attract more qualified group business.
Whether you’re new to Cvent or looking to fine-tune your strategy, you’ll leave with clear, actionable steps to support your sales goals in 2026.
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Date: Thursday, January 22
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Time: 9:00am-12:00pm
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Location: Sonoma County Tourism offices | 400 Aviation Blvd., Ste. 500, Santa Rosa
Space is limited. Refreshments will be provided.
For additional information, please contact sales@sonomacounty.com.
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Afternoon Session: Reposite Training for Non-Hotel Partners
Reposite, recently acquired by Cvent, is designed for non-hotels, such as wineries, venues, attractions, activity providers, and experiential partners seeking greater exposure among planners seeking off-site options and unique group experiences.
This session will show you how the platform works, how planners search within it, and what makes a profile stand out. It’s a valuable opportunity to showcase your offerings and position your business as a must-consider choice for group programs in Sonoma County.
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Date: Thursday, January 22
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Time: 1:00pm-4:00pm
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Location: Sonoma County Tourism offices | 400 Aviation Blvd., Ste. 500, Santa Rosa
Space is limited. Refreshments will be available.
Please reach out to sales@sonomacounty.com with any questions.
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2/26 Rapid Connections: Registration Now Open
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Where two hours, the right people, and a little intention can change your whole season
If you’ve been waiting for the right moment to team up with other Sonoma County businesses, this is it. Rapid Connections is equal parts matchmaking, brainstorming, and opportunity-building, giving you a series of quick, curated conversations with partners who can genuinely help you move an idea forward. Think of it as a two-hour shortcut to finding collaborators eager to build something memorable with you.
This event is ideal for decision-makers across hotels, wineries, restaurants, attractions, and tour operators who want to craft distinctive guest experiences or explore new revenue paths together. Bring business cards, any materials that showcase your offerings, and one or two partnership ideas you’d love to test-drive.
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Date: Thursday, February 26, 2026
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Time: 9:30 to 11:30am (doors open at 9:00am)
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Location: Sonoma County Tourism, 400 Aviation Blvd., Santa Rosa
Seats fill quickly, and each registration is reviewed to ensure balanced representation, so early sign-up is your best bet.
Questions? Please contact communityengagement@sonomacounty.com.
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Annual Hygiene Product Drive: Help Us Deliver Dignity and Essentials Across Sonoma County
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Small items. Big impact for our neighbors.
The season of giving is here, and our annual hygiene product drive is underway. Once again, Sonoma County Tourism is teaming up with local chambers, visitor centers, and libraries to collect essential care items for unhoused residents across the county. These everyday products may seem simple, but they offer real comfort and dignity to people facing challenging circumstances.
Your support helps ensure that outreach teams and caseworkers can provide the basics quickly and directly. Travel-sized items are invaluable, as they are easy to carry and distribute to those living without a stable shelter.
Most-needed items include:
- Deodorant, toothpaste, toothbrushes, dental floss
- Pads, tampons, adult diapers
- Combs, brushes, hair ties, lip balm
- Liquid soap, shampoo, conditioner, body lotion
- Alcohol-free mouthwash
All donations will be distributed by Catholic Charities of the Diocese of Santa Rosa, whose team works daily with individuals and families experiencing homelessness in our region.
If you’re able to contribute, please drop off new, unused hygiene items at any of the participating locations listed below. Whether you donate products or help share the message, your involvement makes a significant difference in our community.
View drop-off locations here.
Please direct questions to communityengagement@sonomacounty.com.
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Partner Innovations: Ideas Worth Sharing
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A Quiet, Compassionate Safety Signal for Guests
Across the country, many restaurants, bars, hotels, and airports have begun offering discreet code phrases or menu items that guests can use to signal if they feel unsafe or uncomfortable with the person they are with. These small cues allow staff to respond calmly and without drawing attention, offering anything from a quick check-in to a private exit or a call for assistance.
While this practice has become more common in other regions, it is not yet widely used in Sonoma County. It is a simple, compassionate way to show guests that their well-being matters and that support is available if they need it. Partners can tailor the concept to fit their environment, whether through a menu item, a phrase at the counter, or a posted option in restrooms or guest spaces.
Sonoma County’s welcoming spirit sets us apart, and adopting creative, guest-centered safety signals like this can further strengthen that culture of care. If you would like examples or help brainstorming an approach that aligns with your business, our team is here to assist.
Sample Template: Discreet Guest Safety Signal
Do you feel unsafe, uncomfortable, or unsure about the person you are here with? We’re here to help. You can use the discreet phrases below to let our team know what you need.
[Insert Code Phrase or Menu Item Name] – Level 1 Support
“We will keep an eye out and check in with you regularly.”
[Insert Code Phrase or Menu Item Name] – Level 2 Support
“We will help you step away from the situation and guide you to a private space or exit.”
[Insert Code Phrase or Menu Item Name] – Level 3 Support
“We will contact authorities or emergency support on your behalf.”
We will handle everything quietly and respectfully. Your safety is our priority.
Guidance for Partners on Customizing This Template
These optional notes help partners match the idea to their own brand and operations:
Choose phrases that feel natural to your setting
Examples: a pastry name in a bakery, a cocktail variation in a bar, a coffee order, or a front-desk keyword in a hotel.
Ensure staff are trained on what each level means
Clear internal protocols allow the guest-facing language to stay simple.
Place messaging in low-traffic or discreet areas
Restrooms, back-of-menu pages, QR codes, or small signage near counters tend to work best.
Keep the guest message concise and calm
The goal is to reassure without alarming anyone nearby.
Adapt response levels to what your team can realistically provide
Not every business can offer all three tiers. Even Level 1 alone can be meaningful.
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