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. | |
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Dear Partners,
Wine Country For All of Us is an initiative SCT is launching to help ensure all visitors receive a warm welcome and feel they belong in Sonoma County. In the presentation we provided yesterday to partners, you’ll see that Destinations International, the organization that provides tools and resources to organizations such as SCT on the national level, is also embarking on a social inclusion initiative. Sonoma County has long been a place that opened its arms to visitors through extraordinary experiences and stellar hospitality. This program is meant to amplify what many are already doing and offer insights and programming that can help us offer truly inclusive experiences.
The overall objective of this initiative is to intentionally position Sonoma County as an inclusive, welcoming destination where all travelers truly feel they belong because of their positive interaction with the hospitality community. This is based on our collective destination ethos: through Wine Country for All of Us, Sonoma County is opening its arms as a place that embraces belonging and celebrates communities and people representing the totality of the shared human experience.
SCT will be working with organizations such as Destinations International (Kelly Bass Seibel sits on the Social Inclusion Committee), the Culturist (presentation embedded in the presentation from yesterday), HospitableME on a training curriculum we will be sharing beginning in the fall, and Wheel the World (participation open to partners – see below) to help ensure all our visitors feel welcomed and their experiences are ones that are transformative. We firmly believe the adage: People will remember how you made them feel far more than what you said. We hope you will join us in this initiative!
Claudia
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LAST CALL: Final Chance to Advertise in the 2025 Sonoma County Visitor Guide! | |
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Deadline: 5:00pm on Monday, Feb. 24
Time is running out! Don’t miss your opportunity to feature your business in the 2025 Sonoma County Visitor Guide & Map—the ultimate resource for travelers planning their next adventure. Launching this March, this highly anticipated guide is produced in partnership with Sonoma Magazine, ensuring premium content and high-impact exposure.
Why You Need to Act Now:
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Direct Access to Visitors: Get in front of travelers actively planning their Sonoma County experiences.
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Trusted & High-Impact Placement: Be part of an expertly crafted guide produced by Sonoma Magazine and Sonoma County Tourism.
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Effortless Process: Our advertising sales rep, Mary Roualdes, will ensure a smooth and seamless experience.
Final Deadline: Monday, Feb. 24 at 5:00pm! Don’t miss out—contact Mary Roualdes today to secure your spot!
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Thank You for Joining the Wine Country for All of Us Partner Education Session | |
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Expanding Access and Creating Meaningful Connections
A sincere thank you to all partners who joined yesterday’s Partner Education Session in person and via Zoom. Your engagement in Sonoma County Tourism’s Wine Country for All of Us initiative is invaluable.
We hope you found the session insightful and inspiring. We would like to express our gratitude to our three speakers: Danny Guerrero from The Culturist Group, Nick Schwanz from Solar Punk Farms, and Sofia Bravo from Wheel the World. Each individual shared practical strategies for integrating this initiative into your business.
We encourage you to explore the Partner Toolkit, where you can access the press release, Fact Sheet, FAQs, messaging, and more. An online form is also available for providing any feedback you may have.
Your thoughtful questions and positive responses reinforce our shared commitment to making Sonoma County a more accessible and enriching destination for all. Thank you for being part of this important movement!
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Join Wheel the World: Make Sonoma County More Accessible | |
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Make Our Region Wine Country for All of Us
As an integral part of the Wine Country For All of Us initiative, we’ve partnered with Wheel the World to make Sonoma County an inclusive destination for travelers with accessibility needs—currently 40% of visitors.
During the Partner Education Session, Wheel the World shared insights into the program, including a video from a destination already benefiting from this initiative. The presentation can be viewed here.
Take the next step by signing up for a free accessibility assessment. A trained mapper will visit your business and provide a confidential report, tailored recommendations, and the Destination Verified Seal. You’ll also gain access to the Wheel the World Academy, which will help your team better serve travelers with accessibility needs.
This is about transparency, not just accessibility. By providing accurate information, you’ll help travelers plan confidently and reduce stress. Imagine if all Sonoma County businesses participated. We could set a new standard for accessibility and make our region more inclusive.
Signing up is quick and easy. Together, we can make a difference. Have questions? Review our FAQs here: FAQ Link
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Sonoma County Restaurant Week: February 24 to March 2 | |
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Tables are Filling Up Quickly—Make Your Reservations Now!
One of the North Bay’s most anticipated culinary events is just days away! Don’t miss the chance to savor Sonoma County’s finest flavors during Restaurant Week.
For one week only, top restaurants across the county will showcase their talents with specially curated tasting menus highlighting the best local ingredients—all at fantastic prices. From house-made pasta and freshly caught seafood to bold Latin flavors and classic California cuisine, there’s something to delight every palate.
Get ready to experience the best of Sonoma County. Use #SonomaCountyRestaurantWeek on social media to be featured on our Instagram highlight reel.
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Stars of the Industry: Honor the Individuals and Businesses that go above and beyond every day | |
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Recognizing Excellence: Why the Stars of the Industry Awards Matter
In the fast-paced world of hospitality and tourism, hard work often goes unnoticed. The Stars of the Industry awards, to be held on May 7 at The Backdrop, provide a meaningful way to foster pride, motivation, and strong workplace culture. These accolades inspire others to uphold high standards while recognizing and appreciating deserving professionals.
Who Deserves Recognition?
The awards celebrate those who bring passion, dedication, and excellence to their work. Whether they are greeting guests with a warm smile, preparing an unforgettable meal, or ensuring smooth behind-the-scenes operations, these individuals and businesses make a lasting impact.
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Front of House Superstars: The servers, concierges, front desk staff, and hospitality managers who deliver exceptional guest service.
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Heart of House Heroes: The housekeepers, chefs, maintenance teams, and operational leaders who keep things running seamlessly.
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Rising Stars: Emerging professionals who are making a mark on the industry in their first five years.
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Sustainability & Community Leaders: Businesses championing eco-friendly initiatives and those committed to giving back to the community.
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Lodging, Dining & Tourism Standouts: Properties and organizations setting the standard for excellence in customer experience and industry partnerships.
We invite you to nominate the outstanding individuals and businesses that help make our region truly special. Whether it’s a colleague, an employee, or a standout partner, your nomination helps highlight their invaluable contributions. The deadline to submit nominations is Friday, February 21 at 5:00pm. Event tickets will be available soon!
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Invitation: Participate in the Sonoma County Index | |
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Don't Miss Your Chance to Inform a New Tool for Tracking Tourism Trends
Sonoma County Tourism is launching the Sonoma County Index, a collaborative initiative that tracks key performance metrics across wineries, restaurants, lodging, attractions, and retail. This new benchmark will provide valuable insights into visitor trends, business performance, and industry shifts, helping partners stay informed and adapt to changing market dynamics.
We are currently seeking select partners to participate.
Participants will receive:
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Gain real-time insights into Sonoma County’s tourism trends
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Help bridge data gaps and assess visitation patterns
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Support industry-wide collaboration for smarter decision-making
How It Works:
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Sign up and receive a secure link to submit high-level data
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Share key performance insights while maintaining privacy
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Receive a monthly report with valuable takeaways
Express your interest today! For details, contact index@SonomaCounty.com.
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Exciting Promotions & Career Opportunities at SCT! | | |
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Celebrating Growth & Seeking New Talent
Sonoma County Tourism is growing! Congratulations to Damien Keller, who was promoted to Director of Tourism Development, and Lauren Kilcullen, who was elevated to Destination Services Manager.
Both have been instrumental in elevating Sonoma County as a premier travel destination.
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With this momentum, we’re hiring! Join our team or spread the word about two exciting openings:
Learn more and apply today!
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Super Bowl LX is Coming—Be Part of the Action! | |
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Super Bowl LX is Coming—Be Part of the Action!
Join the Bay Area Host Committee’s Teammate Program
The Bay Area Host Committee (BAHC) has officially launched sfbayareasuperbowl.com, your hub for all things Super Bowl LX, returning to Levi’s Stadium on February 8, 2026. The site features updates, local impact initiatives, and a way to get involved in this historic event.
Now Hiring: Super Bowl LX Teammate Program
BAHC is recruiting paid, temporary event staff to assist NFL vendors and provide a world-class experience for fans. These roles offer a unique opportunity to be part of the excitement while positively impacting your community.
Interested? Apply now at sfbayareasuperbowlworkforce.rosterfy.com/register and help welcome Super Bowl LX back to the Bay Area!
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Spring into Parks Photo Contest – Enter and Support Sonoma County Parks!
Celebrate the beauty of Sonoma County Regional Parks by entering the Spring into Parks Photo Contest this March! Capture stunning landscapes or wildlife for a chance to be featured in the 2026 calendar and win exciting prizes.
Proceeds support youth programs, trails, and climate action. Submit, vote, or share—every action helps! Enter by Monday, March 31.
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Volunteer at Pigs & Pinot 2025 – Be Part of a Signature Sonoma County Event!
Join the excitement at Pigs & Pinot 2025, one of Sonoma County’s premier culinary celebrations, happening March 20-22. Organizers are seeking enthusiastic volunteers to help bring this unforgettable event to life.
This is a fantastic opportunity to immerse yourself in a world-class food and wine event, connect with others, and contribute to its success.
Volunteer roles include wine pouring, tray service, food running, glass polishing, and more!
Sign Up: Volunteers can reach out to Susannah Martin at smartin@charliepalmer.com or Adam Maxson at amaxson@hotelhealdsburg.com.
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Cast Your Vote: Best of the North Bay 2025 Awards Now Open!
Celebrate the best of our region! Voting is now open for NorthBay biz’s 2025 Best of the North Bay Awards, celebrating the magazine’s 50th anniversary.
With 22 new categories this year—including Best Place to Work, Home Improvement favorites, and top restaurants across Sonoma, Marin, and Napa counties—there are more opportunities than ever to highlight outstanding local businesses.
Vote by March 1 and be entered to win dinner for two at a top North Bay restaurant (just vote in at least 12 categories!). Support your favorite businesses and make your voice count! Click here to vote.
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Download & share the Sonoma County App | Follow us on social @SonomaCounty | | | | |
