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,
The winter months are generally challenging for businesses in Sonoma County, especially small businesses that rely on visitors to drive revenue. This winter, economic uncertainty, changes in the wine industry, and shifts in consumer spending have made these challenges even more acute.
Sonoma County’s small businesses are the lifeblood of this destination. It’s estimated that about 85% of all businesses in this region are considered small businesses. Their creativity, passion, bespoke offerings, and personalized customer service make these establishments among the top places people visit. As residents, we recognize that these businesses are cherished assets that contribute to our stellar quality of life.
When I scroll through social media channels and read posts from locals discussing food, agriculture, the coast, each town, and other assets, it’s clear how much residents love living in Sonoma County. Small businesses comprise most of the recommendations when questions about where to “…” are posed.
So, during the winter months, please remember to shop local. These small businesses need support from both visitors and residents to thrive. A flourishing small business community is incredibly meaningful for those of us working to promote this region and essential to realizing a vibrant economy for all to enjoy.
Shop local!
Claudia
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In This Issue:
- Partner Education Series: Tuesday, February 17
- 2/26: Rapid Connections – Where Partnerships Turn Into Bookings
- When Football's Biggest Night Arrives
- Seats Are Filling: Vacation Rental Symposium on Feb. 20
- Stars of the Industry Awards: Nominations Now Open!
- Restaurant Week, Reimagined
- Press Opportunities: Get Seen. Get Featured. Get Noticed.
- Partner Innovations: Inspiring Ideas Worth Sharing
- From Our Partners
| | Partner Education Series | Tuesday, February 17 | | |
AI has changed search. Learn how to adapt and measure to drive more business.
Search has changed, and the way we measure success needs to change with it. This hands-on Partner Education session focuses on how AI-powered search, zero-click results, and evolving traveler behavior are reshaping visibility, engagement, and bookings—and which metrics matter most now.
You’ll hear practical insights from Drew Uhrig (Noble Studios), Emily Blythe (Mindtrip), Frank Filice and Morgan Miles (both with SCT), and leave with clearer guidance on what to track, what to stop tracking, and how to adapt your strategy so your efforts pay off.
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Date: Tuesday, February 17, 2026
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Time: 9:00-10:30am
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Location: Sonoma County Tourism Offices, 400 Aviation Blvd., Suite 500, Santa Rosa
Coffee, pastries, and time to connect with fellow partners are included.
Space is intentionally limited to keep the conversation focused and useful. Early registration is strongly encouraged.
Questions? Contact us by email.
| | Rapid Connections | Thursday, February 26 | | |
Where partnerships turn into bookings
Some of the best ideas don’t start with a pitch. They start with the right conversation.
Rapid Connections brings together visitor-facing businesses for short, structured, intentionally paired conversations that lead to real collaborations, from co-branded experiences and seasonal packages to referrals and long-term partnerships that drive visitation and increase length of stay.
This is networking with purpose, designed for business owners and decision-makers ready to build what’s next.
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Date: Thursday, February 26, 2026
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Time: 9:30-11:30am (doors open at 9:00am)
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Location: Sonoma County Tourism Offices, 400 Aviation Blvd., Suite 500, Santa Rosa
Coffee, light bites, and meaningful conversation with fellow partners will be part of the morning.
Space is limited by design to ensure meaningful connections, and interest is consistently high. RSVP early to secure your seat.
Questions about the session? Contact us by email.
| | When Football's Biggest Night Arrives | | |
Experience it the Sonoma County way
Each winter, the pigskin brings people together for a night that’s as much about gathering as it is about the final score. Visitors in Sonoma County will be looking for ways to mark the occasion that go beyond the screen, and this is your chance to show them how we do it here.
From elevated watch gatherings and creative tasting menus to themed spa treatments or unexpected twists on a familiar football tradition, we’re inviting partners to share experiences that feel thoughtful, memorable, and distinctly Sonoma County.
Sonoma County Tourism is curating a dedicated experiences page to spotlight standout offerings throughout the week. If you’re planning something special — spirited or low-key — we’d love to include it.
| | Seats are Filling: Vacation Rental Symposium on Feb. 20 | | |
A focused morning for vacation rental owners and managers
Sonoma County Tourism invites vacation rental owners and managers to join us on Friday, February 20, for a Vacation Rental Symposium designed to help navigate today’s evolving tourism landscape.
This free, half-day program brings together local experts and industry leaders to share timely insights on tourism trends, AI-driven marketing tools, safety and preparedness with the Sonoma County Fire District, regulatory updates from Permit Sonoma Director Scott Orr, and messaging for safe, responsible travel with Sonoma County Regional Parks.
Light refreshments and time to connect with fellow operators are included.
Attendance is intentionally limited, and interest is strong. Registration is now open. We encourage you to reserve your spot and join us for a practical, forward-looking morning.
| | Stars of the Industry Awards: Nominations Now Open! | | |
Help us spotlight the people who make Sonoma County shine
Each year, Sonoma County’s tourism and hospitality community shows up with heart, creativity, and care. This spring, we invite you to help recognize the individuals, businesses, and partnerships that go the extra mile through the 2026 Stars of the Industry Awards, taking place in May, coinciding with National Travel and Tourism Week.
From front-line hospitality and behind-the-scenes excellence to sustainability, community impact, and standout collaboration, these awards celebrate those shaping exceptional visitor experiences across the county.
If someone comes to mind, now is the time to nominate them. Nominations close Friday, February 20 at 5:00pm, and finalists are selected based on impact and merit, not the number of nominations received. Public voting will follow, with winners revealed at the live awards celebration.
Interested in sponsorship opportunities?
Please contact Judy Walker at judy@jgwevents.com to learn more.
Questions? Reach out to Kelly Bass Seibel here.
| | Restaurant Week, Reimagined | | |
A countywide invitation to dine out, try something new, and support local
Sonoma County Restaurant Week returns February 23-March 1, featuring creative prix fixe menus that invite locals and visitors to dine out, discover something new, and celebrate the county’s food community.
There are no tickets or passes; just thoughtfully priced menus designed to fill seats and spark curiosity. Restaurants can participate in a range of formats, from Sweet Perks ($6) and Breakfast or Lunch menus ($15-$25) to Dinner and Shared Dining experiences ($30-$70), choosing the option that best fits their concept.
New for 2026: Sonoma County Grown
Restaurants featuring 100% Sonoma County-sourced entrées and/or pouring Sonoma County wines will be highlighted to help diners easily support local farmers, producers, and winemakers.
Restaurant Week is a proven way to attract new guests, reengage regulars, and be part of a shared, countywide moment.
Questions? Please reach out by email to RestaurantWeek@sonomacounty.gov.
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Press Opportunities: Get Seen. Get Featured. Get Noticed.
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Media opportunities with real reach
Valentine’s Day Visual Assets (Immediate need)
As Valentine’s Day approaches, we’re refreshing Sonoma County Tourism’s seasonal content and would love to feature how your property celebrates the holiday. Please send high-quality, horizontal photos showcasing Valentine’s décor and romantic touches that convey love, romance, and connection, including couples' experiences, dining moments, cozy stays, spa scenes, or romantic settings. If you have strong, on-brand images to share, please send a brief description and a link to downloadable assets. Timing is tight, so earlier is appreciated.
Bars with On-Site Gardens or Farms (Immediate need)
A travel journalist is seeking bars or hotel bars with on-site gardens or farms that supply ingredients for their cocktail programs (e.g., fresh herbs or citrus). Coastal destinations are preferred, making Sonoma County a strong fit. Partners interested in participating should submit a brief description and photos by Thursday, February 6, 2026, at 12:00pm.
Equine Programs Beyond Trail Rides (Ongoing opportunity)
SCT's PR team is gathering information on equine programs offered by hotels, resorts, or properties for an upcoming Year of the Horse article. The focus is on experiences beyond standard trail rides, and space is limited. This story will be widely syndicated via the Associated Press Wire, MSN, Newsbreak, and Blox Digital partners.
America 250-Themed Events & Destinations (AARP.com)
A reporter working with AARP.com is seeking America 250-themed events and destination ideas for a 2026 travel story. Opportunities include celebrations, exhibitions, festivals, or cultural programming tied to the nation’s 250th anniversary, as well as destinations with a compelling “why now” angle for 2026. Submissions should include event name and dates (or season), location, a brief description, any new or notable 2026 updates, and a press contact. Links and high-resolution photos are welcome but optional.
Celebrate & Highlight: Spring Milestones and Events (Ongoing opportunity)
Is your business celebrating an anniversary, milestone, or special event this spring? Planning promotions or programming for Spring 2026? Please share your news, achievements, or images with us, and we’ll help amplify your story through our media outreach.
Submissions should be sent to publicrelations@sonomacounty.com.
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Partner Innovations: Inspiring Ideas Worth Sharing
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Bring Art Into Your Space to Spark New Visits
Looking for a simple way to attract new audiences, encourage people to linger, and give passersby a reason to step inside? Partnering with a local artist can turn everyday foot traffic into meaningful engagement.
The California Welcome Center – Santa Rosa recently collaborated with award-winning Sonoma County landscape photographer Rajesh Jyothiswaran to host a rotating photography exhibit that invites visitors to slow down and connect more deeply with place. By featuring locally rooted art in a welcoming, high-visibility setting, the Center created a cultural draw that resonates with both visitors and residents while reinforcing Sonoma County’s identity.
The takeaway: artist collaborations don’t need to be large-scale to make an impact. Thoughtful exhibitions, pop-ups, or creative partnerships can introduce your space to new audiences, enrich storytelling, and create moments people remember — and share.
Photography Exhibition: Now on View
Moments the Land Keeps – Northern California Landscapes is currently on display at the California Welcome Center – Santa Rosa in Historic Railroad Square. The exhibit features evocative images of Northern California’s coastlines, redwood groves, vineyards, and inland landscapes, captured with a strong sense of season and place. The exhibition is open Wednesdays through Sundays, from 9:00am-12:30pm and 1:00-4:00pm. Visitors are welcome to stop in and explore. For details, call 707-577-8674 or visit rjfineart.com.
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State Parks Seeks Public Input on the Future of Metini-Fort Ross
California State Parks is inviting the public to help shape the future interpretation of Metini-Fort Ross State Historic Park through an online survey.
Community members, visitors, and those familiar with Fort Ross are encouraged to share input that will inform a new Interpretation Master Plan focused on inclusive storytelling, elevated tribal voices, and the site’s layered history.
The survey is open through February 16, 2026. Learn more and participate at http://fortrosssurvey.com/.
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A Role With Impact: Los Cien Seeks a Communications Coordinator
Los Cien is hiring a Communications Coordinator to help elevate and amplify the voices of the Latinx community across Sonoma County and the North Bay.
This full-time role is ideal for a mission-driven communications professional with strong writing, design, and project management skills who’s excited to support storytelling, digital content, and fundraising efforts for a community-centered organization.
The position offers a competitive salary, comprehensive benefits, and opportunities for growth within a dynamic team. Applications are due February 17, 2026, at 5:00pm. Full details and application instructions are available here.
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Forage, Feast, and Learn: Russian River Fungi Fest Comes to West Sonoma County
Mushroom season takes center stage this winter as the inaugural Russian River Fungi Fest arrives in Guerneville on February 21-22, 2026. This free, two-day celebration invites locals and visitors alike to explore the rich fungal diversity of West Sonoma County through a mix of learning, tasting, and outdoor discovery.
Hosted by Solar Punk Farms in partnership with the Russian River Chamber of Commerce, the festival features expert-led talks, guided foraging experiences, a curated Mushroom Marketplace, and mushroom-inspired food and drink offerings from local businesses.
Designed for all ages, the event celebrates winter’s mycological wonders while encouraging curiosity and ecological connection. Tickets are available with a suggested $15 donation. Learn more at RussianRiverFungiFest.com.
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