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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.

September 25, 2026

We are just about a week away from SCT’s Annual Meeting. With a theme of Transformation, this event is designed to give attendees new ways of thinking, insights into emerging technologies, and opportunities to hear how Sonoma County can transform its messaging and offerings through advice from true industry icons, Rick Steves and Jamie Knee. That’s all within the General Session.

But, wait, there’s more! The afternoon breakout sessions will provide tremendous strategic and sector-specific value. Each discussion pushes the industry forward — from reframing wine tourism and sharpening insight into meeting planners’ site‑selection priorities, to integrating AI into your marketing strategy, and elevating stakeholder relationships through purposeful storytelling. These sessions don’t just inform; they will equip attendees with actionable perspective in a rapidly evolving tourism industry landscape.

This meeting also will provide all attendees the chance to participate in shaping the new Sonoma County brand. Your input is invaluable as we put the final touches on a brand that we believe will reshape how potential customers perceive Sonoma County and the decisions made to visit our region.

Tickets can be purchased through this REGISTRATION link.

We hope you’ll join us for this informative and thought-provoking day!

In This Issue:

• SCT's 2026 Annual Meeting - October 1
• Seven Secrets of Inclusive Hospitality - October 15
• National Media Pitches Need YOUR Holiday Images
• Highlight Your Business During Holiday Season - Here's How
• Participate in Black Cod Week - October 17-25
• Partner Education Session - October 20 - SAVE THE DATE
• Farm to Stay Grant Program to Open

Last Chance to Register SCT's Annual Meeting - October 1

The Next Chapter of Sonoma County's Brand starts with YOU!

There’s a lot to look forward to at Sonoma County Tourism’s Annual Meeting on October 1, and this year, we’re inviting you to be part of something especially important: shaping what comes next.

Our theme this year is “Transformation,” and we’ll be exploring what that means for Sonoma County, our industry and our destination brand.

Be part of an interactive workshop designed to help shape the next chapter of the Sonoma County brand. Share your perspective, collaborate with fellow partners, and help ensure our evolving brand authentically reflects the people, places and experiences that make Sonoma County unique.

And that’s just part of the day:

• Hear from travel industry icon and television host Rick Steves
• Take part in engaging breakout sessions covering everything from national economic trends, AI and what meeting planners are looking for when they come to Sonoma County
• Connect with fellow tourism and hospitality partners from across Sonoma County.

Whether you’re interested in where our destination is headed, looking for new ideas and connections, or simply want to be part of the conversation, we hope you’ll join us.

Tickets are $75 each and include the full afternoon:

• Thursday, October 1, DoubleTree by Hilton Hotel Sonoma Wine Country
• General Session (1:00-3:00pm)
• Two Breakout Sessions (3:15-4:00; 4:15-5:00pm)
• Wine Reception and Networking (5:00-6:00pm)

Purchase your tickets here. Learn more about the full event.


Any questions or interested in sponsoring? CommunityEngagement@sonomacounty.com

Seven Secrets of Inclusive Hospitality | Tuesday, October 15

Sonoma County Tourism invites you to register for the next session of Seven Secrets of Inclusive Hospitality: a new complimentary training now available to Sonoma County partners and a key next step in our Wine Country for All of Us initiative. Whether you are a winery, lodging property, attraction, visitor center or any business, this is a unique and guaranteed opportunity to learn things you may not be thinking of in your guest service experience.

Discover how you can learn how to truly meet each visitor where they're at.

Karin Demarest, Principal of Demarest Strategy Group, will present the secrets based on research across 17 traveler identities, offering practical tools and perspectives to help your team.



Look for upcoming sessions in January, March and May here.

• Date: Thursday, October 15, 2026
• Time: 9:00am-12:00pm
• Location: Sonoma County Tourism,
• 3558 Round Barn Blvd. Suite 112, Santa Rosa

Holiday Images Needed for National Media Pitches

Our public relations team is preparing the holiday-themed edition of What’s New in Sonoma County, scheduled for release in mid-November. The team will use the release to pitch timely holiday stories to national and international media. 

We invite partners to submit high-resolution winter holiday images and videos featuring your business, experiences or seasonal offerings. Examples include festive décor, holiday events, seasonal food and wine, winter activities, and other visually engaging holiday experiences. 

Please include: 

1. High-resolution images and original video files 
2. Both horizontal formats only 
3. Business name and location 
4. A brief description of the featured offering 
5. Photographer or videographer credit 
6. Usage permissions and any applicable restrictions 

Strong visual assets help us support media pitches and increase opportunities to showcase Sonoma County businesses in holiday travel coverage. Please send assets to publicrelations@sonomacounty.com.

Highlight Your Business with Your Holiday Hours & Events

Share your seasonal deals and special offers—from budget-friendly steals to luxury splurges and off-peak specials.

Increase your business's visibility by ensuring holiday travelers and locals alike know you're open by tagging your listing in SCT's Hospitality Hub. Tag your business as “Open on Thanksgiving” or “Open on Christmas” as well as any other relevant tags to appear on our popular holiday pages.

How to Tag Your Business

1. Log into the Hospitality Hub
2. Select Profile on the left sidebar
3. Select Accounts
4. Use the dropdown arrow to select Manage Amenities
5. Find the “Holiday Openings” section
6. Select the relevant tags, such as “Open on Thanksgiving” or “Open on Christmas Eve/Day”
7. Save to appear on our holiday pages!

Need help? Email hospitalityhub@sonomacounty.com for support. Or source this video for step by step instructions for the hub.

Black Cod Week October 17-25

Thanks to the overwhelming support for Black Cod Week, this campaign is back for the third year, continuing to support Sonoma County’s fishing community while showcasing the versatility and flavor of this local, abundant catch.

Mark Your Calendars: October 17-25

Explore this link to find out how you as partners can participate, where the at-home chef can purchase from local markets, and much more from our industry champions and dish-inspiring chefs!

Sign-up here to have your participating restaurant or food business be promoted by featuring a Black Cod dish on your menu, whether it’s tacos, seared miso black cod, or something uniquely yours.



Don't forget to share your experiences using #BlackCodWeek!

SCT, in partnership with The Economic Development Collaborative will provide participating partners with a digital toolkit, posters, social media copy as well as being featured on sonomacounty.com, blackcodweek.com and our Sonoma County Tourism App!

Questions? Reach out to CommunityEngagement@sonomacounty.com

Partner Education Session | Tuesday, October 20

Our monthly Partner Education Series is a consistent way to keep up on important trends and new opportunities in our tourism industry and our destination.

You can mark your calendar every month for the 3rd Tuesday 9-10:30am. Keep updated on the upcoming topics and registration links by checking our Partner Industry Event Calendar.

• Topic: TBA soon!
• Date: Tuesday, October 20
• Time: 9:00-10:30am
• Location: Sonoma County Tourism, 3558 Round Barn Blvd., Suite 112, Santa Rosa

Coffee, light bites, and meaningful conversation with fellow partners will be part of the morning.

Spaces are limited. In-person only. Registration link opening soon! Any questions reach out to CommunityEngagement@sonomacounty.com

Farm to Stay Grant Program to Open

Airbnb and American Farmland Trust are launching the Farm to Stay Grant Program through AFT’s Brighter Future Fund. This national grant will support farmers and ranchers creating or expanding farm stays and experiences as an additional income stream.

25-30 grants of up to $10,000 each will be distributed to for-profit production agriculture operations that want to develop or expand a farm stay or experience.

More details are available at https://farmland.org/farm-to-stay.

Download & share the Sonoma County App | Follow us on social @SonomaCounty

Sonoma County Tourism | SonomaCounty.com