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,
The holiday season is upon us! We’ve already enjoyed tree lighting, tractor parades, festive wine and food celebrations, and decorations at hotels, restaurants, and shops across the county. From now until the end of the year, there’s a nearly endless array of wonderful events, opportunities for our communities to gather together, and chances for us all to celebrate the close of another interesting year.
After a weekend of shopping indulgence, we recognize Giving Tuesday today. Sonoma County is one of the most generous places in the country. The kindness of our residents and businesses is clear all year; however, if you have the resources and desire to give to a charity or non-profit of your choice, today is a great day to make a difference.
On a broader scale, giving reflects the true spirit of great hospitality. We offer compassion, warmth, and bright moments around the clock, creating memories for travelers who choose to spend their time and resources here in Sonoma County. Giving is at the heart of everything we do. It’s reflected in how we serve our guests, how we work with our teams to ensure a joyful experience for everyone who walks through our doors, and how we show respect for this extraordinary place.
Giving back is important to Sonoma County Tourism as well. We work throughout the year to help ensure we engage our communities in meaningful and forward-thinking conversations. And, we aim to provide programming, business development opportunities, and a level of service that conveys a great commitment to giving our partners the resources needed to be successful.
As we celebrate all that the holiday season offers, we thank you for everything you do to give our visitors the very best experiences today and throughout the year.
Warmly,
Claudia
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In This Issue:
- Media opportunity: Forbes Gift Guide 2025 seeks getaway packages
- 12/9 Partner Education Session: meet the new agency team and discover the trends shaping next year’s opportunities
- Annual Hygiene Drive
- Partner Innovations: inspiring ideas worth sharing
- From our Partners
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Media Opportunity: Forbes Gift Guide 2025
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Seeking Sonoma County Vineyard getaways and giftable packages
Forbes is preparing its Gift Guide 2025, featuring the most luxurious vineyard escapes for the holiday season. If your business is offering any getaway packages that include travel accommodations, this could be an excellent opportunity.
If your property or experience is a fit, please email publicrelations@sonomacounty.com by 11:00am on Thursday, December 4 with:
- Package name and description
- What's included and the price
- How to book
- One horizontal image (high resolution preferred)
The submission deadline is tight, so please reply promptly if you’d like to be considered!
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12/9 Partner Education Session: Join Us for an Insight-Driven Session with FINN Partners and Meet the Team
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Connect with SCT’s new PR agency, get real-time media intelligence, and explore trends you can activate now
Join us in person for SCT’s December Partner Education Session: Turning 2026 Trends Into Headlines and Bookings, featuring our new national public relations agency, FINN Partners. The FINN team will open the session with an insight-driven briefing designed to ground Sonoma County partners in the latest media intelligence and travel trends shaping 2026.
They’ll share:
- An understanding of today’s earned media landscape.
- What’s currently influencing coverage decisions and story selection.
- The traveler trends shaping 2026, with a focus on what matters most for Sonoma County partners.
Attendees will explore how these trends—ranging from The Art of Slow to Detour Destinations, Noctourism, and Farm Charm—can inspire new business opportunities and generate media attention. You’ll leave with creative, low-cost ideas to boost visibility and drive bookings, as well as an ebooklet featuring 25 trends tailored to Sonoma County.
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Date: Tuesday, December 9, 2025
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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
Seats are limited, and this session will fill quickly. Coffee and pastries will be provided. This is an in-person event and will not be recorded. We encourage you to RSVP as soon as possible to meet the FINN Partners team and secure your spot.
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Annual Hygiene Drive: Help Us Support Our Neighbors This Season
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Our annual hygiene drive is underway, and your contribution can restore comfort and dignity
Sonoma County Tourism is once again partnering with local chambers of commerce, visitor centers, and libraries for our annual hygiene drive supporting unhoused residents throughout Sonoma County. These essential items may seem small, but they offer meaningful comfort to people navigating difficult circumstances.
Your participation helps ensure that our neighbors receive the basic care products many of us take for granted. Travel-sized items are especially appreciated and make it easier for caseworkers and outreach teams to distribute supplies where they are needed most.
Items most needed:
- 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 donated products will be distributed by Catholic Charities of the Diocese of Santa Rosa, whose team works directly with individuals and families experiencing homelessness across the region.
If you are able to give, please drop off new, unused hygiene items at any participating location listed below. Whether you contribute products or simply help spread the word, your support strengthens the fabric of our community.
View drop-off locations here.
Questions may be directed to communityengagement@sonomacounty.com.
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Partner Innovations: Ideas Worth Sharing
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Gather with Purpose: A Toast to Women in Wine
This season, Bâtonnage and J Vineyards & Winery have teamed up to host a celebration that goes beyond the glass: raising funds, awareness, and spirits in support of women in the wine industry. For $55, guests will enjoy sparkling wine, curated bites from J’s Culinary Team, live music, and meaningful networking, all while supporting a cause that strengthens the community.
What’s smart about this?
It transforms a simple holiday gathering into a purpose-driven event that blends philanthropy, storytelling, and experience design, a perfect example of aligning brand values with community impact.
Takeaway for partners:
Think about how your own events or tastings could connect to a larger mission. Pair your expertise (wine, food, art, hospitality) with a nonprofit, local cause, or industry movement that reflects your values. It not only draws guests who share your purpose but also builds loyalty that lasts long after the last toast.
To learn more about this event, which will be held from 4:00 to 7:00pm on December 10, or to purchase tickets, visit batonnageforum.com.
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12/4: Dine Out For Life - Support Sonoma County restaurants and Food for Thought with one simple meal
Dining Out For Life is a long-standing fundraising event that brings together restaurants, volunteers, and community members to support Food For Thought’s mission to foster health and healing with food and compassion. Participating restaurants donate a portion of their December 4 sales, and in return, Food For Thought helps fill their dining rooms.
This is an easy way to support both our local food community and a vital Sonoma County nonprofit.
How to take part
- Choose a participating restaurant, café, bakery, brewery, or coffee shop
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Dine in or take out on Wednesday, December 4
- Your meal directly supports Food For Thought and local businesses
Learn more
Visit https://fftfoodbank.org/dining-out-for-life/ for additional details and to browse the full list of participating locations.
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SMART Holiday Express Toy Drive Returns December 6
Sonoma-Marin Area Rail Transit (SMART) is bringing back its annual Holiday Express Toy Drive, inviting riders to celebrate the season while supporting families in need. On Saturday, December 6, anyone who brings a new, unwrapped toy to donate can ride SMART free for the entire day. Donated toys benefit Toys for Tots.
Santa will be aboard trips 5 and 6 for photos and festive fun. Trip 5 departs Windsor at 9:28 am, and trip 6 departs Larkspur at 11:40 am. Free parking is available at multiple SMART stations, and riders can easily connect to holiday events and decorated downtowns along the rail line.
To explore details and seasonal happenings accessible by train, visit https://www.sonomamarintrain.org/HolidayExpress.
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Give the gift of Sonoma County Regional Parks
A Sonoma County Regional Parks annual membership is an easy way to support employee well-being while giving your team access to more than 60 parks, trails, and beaches. Businesses and organizations that purchase ten or more memberships receive group discounts of 5% to 35% off the regular $69 rate.
Membership benefits include a full year of parking at all Regional Parks locations, one night of camping, a detailed parks map, and the monthly parks e-newsletter.
Group rates
- 10 to 24 memberships: $66 each
- 25 to 49: $62 each
- 50 to 99: $55 each
- 100 to 199: $51 each
- 200 to 299: $48 each
- 300 or more: $45 each
It's a simple way to support workplace wellness and encourage regular time in nature throughout the year.
Purchase group memberships
https://parks.sonomacounty.ca.gov/become-a-member/gift-memberships#group
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Help Shape Sonoma County’s future EV charging network
Share your feedback on proposed charging locations!
Sonoma County is asking residents to weigh in on an interactive EV Master Plan map that shows current and potential charging locations. Input from both EV drivers and non-EV owners will help identify where stations are most needed and support the County’s Equitable Electric Vehicle Charging Plan, a Caltrans-funded effort to expand access in urban, rural, and underserved areas.
How to participate
To comment, open the interactive map, review the proposed locations, and follow the instructions on the left side to submit your comments. The survey is open through January 2026.
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