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.

November 14, 2023

As we enjoy a spectacular autumn season, for SCT it's also the launch of our intent marketing time period. We know visitor-facing businesses continue to experience lackluster performance and SCT is most definitely working to turn the tables to generate robust performance. 

Those of you interested in the individual leisure traveler, please do attend the information and programs offered during the partner session on Nov. 30. This will provide insights and opportunities for businesses to drive business during winter/early spring. We also invite you to review the Key Messages for this campaign. If some (or all) resonate with you, we invite you to integrate these into your own messaging. This consistency will help connect with potential customers and create a more complete value proposition.

For group business, both the destination sales and travel trade teams are spending significant time talking with meeting planners and participating in trade shows that highlight Sonoma County as a group destination. And, 24/7 you can access monthly performance reports via this link. SCT has integrated new research tools that not only let us see previous performance, but also monitor future booking. Thank you for your continued great partnership!  

Free Partner Education Session “Discover Your &” Campaign

Sonoma County Tourism invites you to attend a partner education session on November 30th from 9-10:30am (offered in-person and virtually) focusing on SCT’s off-peak consumer marketing campaign. During the session, SCT will:


  • Provide review of SCT’s off-peak consumer marketing campaign - “Discover Your &”
  • Review SCT’s no-cost promotional opportunities including our “More Than a Stay” promotion, deals/offers, events, story ideas, and more 

Attendance is free, but advanced registration is required. The deadline to register is 11/29 at 5pm.


For those attending in person, the session will take place at Sonoma County Tourism, located at 400 Aviation Blvd, Suite 500, Santa Rosa, CA 95403. Zoom information will be emailed to registrants the morning before the event.

Register Here

Destination Sales Manager Kurt Shaver Named PCMA Member of the Year  

SCT Destination Sales Manager, Kurt Shaver, was recently selected as Member of the Year by the Northern California Chapter of the Professional Conference Management Association (PCMA).  

For the past year, Kurt served as the PCMA Director of Communications, leading a team responsible for email, social, and newsletter communications. He also helped coordinate chapter board meetings at SCT partner hotels including the Vintners Resort and Stavrand Russian River Valley.  

Kurt plans to continue his involvement in 2024. If you’re interested in learning more about volunteer opportunities within the Bay Area Meetings community, contact Kurt at

Business Development Takes on New York City  

SCT’s Business Development team held a client event for 16 meeting planners at Manhatta Restaurant in Manhattan’s Financial District. The event, hosted by Jonny Westom and Steve Lee, welcomed attendees with a Sonoma County wine-paired lunch and a virtual wine tasting experience courtesy of Dan Kosta of Convene.  


The event took place atop the 60th floor, overlooking the Statue of Liberty and Ellis Island. The team educated guests on the experiences, sights and sips Sonoma County has to offer resulting in additional interest for this great destination.  

Personal Hygiene Products Drive   

Sonoma County Tourism is pleased to partner with several local chambers of commerce, visitor centers, and libraries, on its third annual Personal Hygiene Products Donation Drive. Sonoma County is home to thousands of unhoused residents. For many, access to personal hygiene products is a continuous struggle, with procurement coming at the expense of other essential needs.  

Razors, deodorant, toothpaste, toothbrushes, dental floss, pads, tampons, depends, combs, brushes, hair ties, liquid soap, shampoo, conditioner, body lotion, lip balm, and alcohol-free mouthwash are all items of particular need. Small bottles or travel sizes are especially welcome as full-size bottles can be heavy to pack around on a daily basis.  

Throughout the remainder of the year, we are encouraging our partners to drop off unused hygiene products to any of the locations below to aid Sonoma County's most vulnerable residents. At the end of the year, the products will be donated to Catholic Charities of the Diocese of Santa Rosa for distribution to those in need.  

Sonoma County Tourism  

 400 Aviation Blvd., STE 500, Santa Rosa, CA 95403  

Central Santa Rosa Library        

 211 E St, Santa Rosa, CA 95404  

Cloverdale Chamber of Commerce & Sonoma County Visitor Center      

 126 N Cloverdale Blvd, Cloverdale, CA 95425  


Cloverdale Regional Library       

 401 N Cloverdale Blvd, Cloverdale, CA 95425  

Healdsburg Regional Library      

 139 Piper St, Healdsburg, CA 95448  

Northwest Santa Rosa Library    

 150 Coddingtown Ctr, Santa Rosa, CA 95401  

Petaluma Regional Library        

 100 Fairgrounds Dr, Petaluma, CA 94952  

Petaluma Visitors Center         

 210 Lakeville St., Petaluma, CA 94952  

Rincon Valley Regional Library    

 6959 Montecito Blvd, Santa Rosa, CA 95409  

Rohnert Park Chamber of Commerce     

101 Golf Course Dr., C-7, Rohnert Park, CA 94928    

Rohnert Park-Cotati Regional Library     

 6250 Lynne Conde Way, Rohnert Park, CA 94928  

Roseland Regional Library        

 470 Sebastopol Rd, Santa Rosa, CA 95407  

Sebastopol Regional Library      

 7140 Bodega Ave, Sebastopol, CA 95472  

Sonoma Valley Regional Library   

 755 W Napa St, Sonoma, CA 95476  

Sonoma Valley Visitors Bureau    

 453 First Street East Sonoma CA 95476  

Windsor Chamber of Commerce and Visitors Center      

 9001 Windsor Road, Windsor, CA 95492  

Windsor Regional Library        

 9291 Old Redwood Hwy # 100, Windsor, CA 95492  

Any assistance you can provide, from donating items, to helping promote this effort, is very much appreciated. Questions can be directed to  

Public Relations Publicity Alert   

As the legal landscape surrounding cannabis evolves, the relationship between cannabis, tourism, and hospitality continues to expand. For those interested in cannabis tourism, it can be exciting and educational for those interested in cannabis culture and its myriad of uses. To that end, our PR team would like to hear from our Sonoma County partners about:   

  • Cannabis-friendly accommodations: tell us what you offer.  
  • Your cannabis-focused events and activities: do you offer cannabis-themed dinners, cooking classes, or guided tours of cannabis farms and dispensaries? What else?  
  • Room amenities: amenities related to cannabis, such as vaporizers, edibles, or information on local dispensaries. Tell us more.  

Please send information to 

Visitors Center Quarterly Meeting

Thank you to Stay Healdsburg for hosting the Sonoma County Visitors Centers for their quarterly meeting at The Matheson’s ROOF 106.

The countywide collaboration included sharing best practices, brainstorming on shared challenges and reviewing the results of a countywide Visitor Center Study that was funded by Sonoma County Tourism. 

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