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,
Summer in Sonoma County is definitely in full swing. I joined the throngs of enthusiastic apple eaters for the Gravenstein Apple Fair over the weekend. (Congrats to all who made this event such a great success!)
Seeing families of all ages enjoying the activities, shopping from artisan vendors, and celebrating the amazing apple reminded me that the events and activities that thrive in this region are those that celebrate the authentic heritage of this remarkable place and do so in a down-to-earth way.
It also got me thinking about the “Life Opens Up” brand. For those who go their own way, Sonoma County is a progressive community of artisans who create meaningful and down-to-earth experiences that connect people and encourage them to discover more. This is rooted in authenticity that we can all celebrate!
I’ve heard lately that people align Life Opens Up with the pandemic. Without question, we had the perfect brand to bring us out of that very complicated time, but that’s not why the brand was developed. Whether we continue with “Life Opens Up” or decide together that it’s time to identify another emotionally connective brand, the truth remains: life will always open up in Sonoma County.
From community-driven events and a shared resilience born of challenges to the sheer beauty of our natural environment, Sonoma County inspires people to open themselves to new experiences, deepen their understanding of themselves and others, and embrace all that life has to offer. It’s true throughout the year, but it is certainly the case during our bountiful and beautiful summer.
Thank you for all you do to create memorable and authentic experiences for our visitors... during the busy summer season and throughout the year!
Claudia
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In This Issue:
- Aug. 19 Partner Education Series: Smarter Socials, Stronger Visuals
- Recent and Upcoming SCT Tradeshow Highlights
- Register Now for Rapid Connections on Sept. 11
- Sonoma County Wineries Offering Complimentary Tastings
- Creative Sparks: Bright Ideas from Brilliant Partners
- Save the Date: SCT’s Annual Meeting: Oct. 1
- From Our Partners
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August Partner Education Series: Smarter Socials, Stronger Visuals
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Turn Your Content Into a Business Driver
Make your social media work harder with this hands-on training designed to help you post with purpose and maximize every image, video, and message you share.
Learn exactly what works on Instagram, Facebook, and LinkedIn, and how to apply those strategies to your own channels. You’ll also get insider guidance on MediaValet, SCT’s cloud-based visual library, so you can:
- Quickly find high-quality, brand-aligned images and videos
- Upload, organize, and share your own assets with ease
- Identify which visuals perform best and turn views into visits
- Stay current with trends without chasing every algorithm change
This is an interactive workshop, so bring your laptop and leave with fresh ideas, new skills, and personalized advice from SCT’s communications and marketing team.
Event Details:
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Date: Tuesday, August 19
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Time: 9:00-10:30 am
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Location: Sonoma County Tourism Offices, 400 Aviation Blvd., Suite 500, Santa Rosa
Seats are limited, and these sessions fill fast. RSVP now to secure your spot and leave ready to create content that connects and drives results.
Join us on September 16 for the Tourism Economic Update to learn the latest tourism data and insider insights that shape our industry. Registration opening soon!
We want to hear from you! Which topics would be most valuable for you in our monthly Partner Education Sessions? Share your thoughts here.
| | Sonoma County on the Move: Recent & Upcoming Tradeshow Highlights | | |
Building Relationships, Driving Group Business, Showcasing Sonoma County
All Things Meetings – Wine Country
On July 17, Stacey Bruckert and Leslie Fravel represented Sonoma County at All Things Meetings – Wine Country at The Westin Verasa Napa. The regional tradeshow connected SCT with corporate, association, and third-party planners from across the Bay Area. Personal conversations highlighted our transportation incentives and unique offerings, sparking interest in potential in-office presentations. The event boosted Sonoma County’s reputation as a top meeting destination and generated valuable new leads.
Looking Ahead: ASAE Annual Meeting
Next up, the Destination Sales Team is heading to Los Angeles for the American Society of Association Executives (ASAE) Annual Meeting & Expo, August 10-12. This expo brings together thousands of association professionals and industry partners for one-on-one appointments, networking, and knowledge-sharing, offering a powerful platform to position Sonoma County for future group business.
| | Register Now for Rapid Connections – Only 9 Spots Left! | | |
Happening Thursday, September 11 | 11:00am-1:00pm | Lunch Included
After a sold-out debut in May, Rapid Connections returns next month, and it’s already filling fast. We encourage you to register soon if you’re hoping to attend.
Designed specifically for Sonoma County Tourism partners, this fast-paced networking event helps you connect with purpose. You’ll rotate through a series of brief, curated conversations based on your goals, whether you're looking to bundle offerings, collaborate on events, or find new ways to attract visitors. It’s a great fit for lodging partners, activity providers, wineries, restaurants, and event organizers alike.
“The intentional pairing was a game-changer. No time wasted on dead-end connections. SCT used their insider intel to line up partners who actually brought real value.”
Details at a glance:
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Date: Thursday, September 11
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Time: 11:00am-1:00pm
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Location: Sonoma County Tourism, 400 Aviation Blvd., Suite 500, Santa Rosa
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Cost: Free to attend, but registration is required
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Perks: Lunch is included
Spots are limited to 50 and going quickly.
Secure your spot today to be part of the next round of collaborations that count. If the registration form is closed, please email CommunityEngagement@sonomacounty.com to be added to the waitlist.
| | Wineries Offering Complimentary Tastings | | |
Let’s Get More Visitors Swirling, Sniffing, and Sipping
Tasting fees? Not always. We’re spotlighting Sonoma County wineries that offer free splashes or waive fees and giving guests one more reason to stop in, linger longer, and fall in love with your wines.
Check out the refreshed article on Sonoma County Tourism’s site: Free Wine Tastings in Sonoma County
Did we leave you off the list?
If your winery offers complimentary tastings, fee waivers, or perks worth toasting, we want to hear about it! Send us a note at marketing@sonomacounty.com so we can raise a glass to you in the next update.
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Creative Sparks: Ideas Worth Sharing
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Turning a Beloved Space into a Destination Experience
Each month, we spotlight one smart, heartfelt, or hustle-powered idea from our partners: the kind that sparks guest joy and deserves to be shared.
Featured Idea:
Waterhawk Lake Club Makes a Splash in Rohnert Park
When the team behind Petaluma’s popular Brewsters Beer Garden took over the former Bear Republic location in Rohnert Park, they didn’t just refresh a restaurant; they reimagined the entire space into a waterfront destination.
Why it’s smart:
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Location-first thinking: They leaned into the property’s prime lakeside setting with luxe outdoor picnic tables, unobstructed views of Roberts Lake, and a summer-friendly vibe.
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Multi-sensory appeal: A fully revamped interior and bar program, led by beverage director Cappy Sorentino, pairs with live outdoor music to create an atmosphere that draws people in and keeps them lingering.
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Proven formula, new twist: They took the communal, open-air dining style that made Brewsters a hit—especially during the pandemic—and applied it to a new market with a fresh identity.
The result is Waterhawk Lake Club, which opened July 30, positioned not just as a restaurant, but as a gathering place that blends food, drinks, music, and setting into one cohesive experience.
Takeaway for partners:
Think beyond the menu. By maximizing your physical setting, creating multi-use spaces, and layering in programming like live music or special events, you can transform your location into a destination in its own right. Learn more at TheWaterhawk.com.
Have a success story of your own?
Send it to publicrelations@sonomacounty.com, and you could be next month’s spark!
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Ready to Level Up? SCT’s Annual Meeting Breaks the Mold October 1
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Fresh intel, big ideas, and a few surprises
It’s almost time: Sonoma County Tourism’s 2025 Annual Meeting is coming your way, and if you care about where tourism is headed, you’ll want a front-row seat.
This year’s theme is “Level Up,” because staying the course just isn’t our style. We’ll dig into bold strategies, real-time data, unexpected collaborations, and the moments that are moving the needle in Sonoma County and beyond.
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Date: Wednesday, October 1
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Time: 1:00-6:00pm
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Location: Sonoma State University
Registration opens next week, and seats will go fast!
Save the date now. This is where Sonoma County stops competing and starts leading.
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Lace Up for the 2025 WILD Trail Challenge at Jack London State Historic Park
Sept. 6-Oct. 4, 2025 | Five Consecutive Saturdays | 39.5 Miles Total
Avid hikers and weekend warriors are invited to take on the second annual WILD Trail Challenge, a guided five-hike series covering every trail in Jack London State Historic Park. Each Saturday’s hike increases in distance or difficulty, culminating in a summit trek up Sonoma Mountain.
Join one hike for $15 (plus $10 park entry fee) or commit to all five for the full challenge and save 20%—just $60 if you register by Sept. 6. Each hike highlights the park’s rich history and natural beauty, led by the knowledgeable staff and volunteers of Jack London Park Partners.
How to Participate:
Space is limited, and spots filled quickly last year. Don’t miss your chance to become a “WILD One.”
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Call for Exhibitors: Showcase Your Sonoma County Slow Food Business at Terra Madre Americas
Sept. 26-28, 2025 | Sacramento, CA
Visit Sacramento, in partnership with Visit California, encourages partners to apply to exhibit at Terra Madre Americas, the first North American edition of the world-renowned Terra Madre Salone del Gusto. Terra Madre Americas and its Markets are the main showcases for the Slow Food network.
This global culinary gathering will unite chefs, producers, vintners, farmers, and food lovers from across the Americas in celebration of the Slow Food movement, dedicated to good, clean, and fair food for all.
Exhibiting offers more than just sales opportunities. It is a powerful platform to:
- Share your story and products with an international audience
- Earn valuable media attention and industry recognition
- Position your brand alongside some of the best culinary talent in the Americas
Exhibitor deadline: Friday, Aug. 15
Apply here: terramadreusa.com/exhibitorapplication
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