Hello all. As we close out another year, we at SCT want to wish you and yours a joyous holiday season and an incredibly successful 2020. As the area’s destination marketing (stewardship) organization, the success of our tourism-facing businesses and those businesses that thrive within a vibrant tourism-driven economy, is of paramount importance.
 
We want to thank the hundreds of you who embraced the “#GatherInSonoma” campaign. The good news – it’s working! While just one barometer of tourism performance, the STR report for November was up nine percent (9%) year-over-year. We certainly hope this continues through the end of the year, and your help continuing to push this campaign is greatly appreciated!
 
Sonoma County has enjoyed robust growth over the past couple of decades and the industry has been built to match that growth. But, recent fires, floods and the fact that the market is now fairly mature, requires we take a fresh approach to marketing this extraordinary place. You may have heard, but Forbes recently recognized Sonoma County as one it its Top 20 destinations for 2020 . We look forward to a positive year ahead, but need to address a few items before we can move forward.
 
During the next year, we will work with all of you to accomplish a few critical things:
 
1.        Enhance the experiences offered to visitors, meeting planners and travel professionals. In an age of social media, we must be consistently offering “Instagrammable” experiences, opportunities for visitors to feel/do/create something they can only do in Sonoma County. We will be bringing in an expert to help develop these experiences and hope many of our partners will take advantage of the workshops we’ll offer to help build compelling visitor experiences. For properties seeking meeting and group business, we will offer the Crafted Connections Site Experience training in February. This will help ensure we put our best foot forward during site inspections.
 
2.        Find new sources of revenue for our marketing efforts. I completely understand that the funding provided to SCT might seem like a lot, but the work we need to do to revitalize this destination following the aforementioned events, is daunting. We will be determining ways we can find new funds and some of these will include new opportunities for our partners. Through both cooperative advertising (trade and consumer) and a marketing partnership program (trade, consumer, meetings), our goal is to help bolster marketing for both the county and our participating partners. This is a very common environment for a destination marketing organization and one we will explore in the coming year.

3.        Ensure the programs SCT administers are done at the most effective and efficient level. We know you all rely on us to bring in visitors who will keep our economy humming and we are committed to making that happen. We’re also committed to bringing in the right visitor. Through our evolution to a Destination Stewardship Organization, we want to ensure visitors are conscious of the decisions they make and the impact of each. 
 
4.        Tell captivating stories. This is another area where we need your help. Great brands are built on compelling stories. You all know neighbors, business associates and others that have intriguing stories that will help convey the “Life Opens Up” brand. These are the stories we want to capture and convey. These are the stories that will compel people to come to Sonoma County. 
 
The national outlook for travel has cooled to a 1.2 percent year-over-year gain and we anticipate growth for Sonoma County to be at that level as well.
 
We have some headwinds ahead of us, but we will take this upcoming year, 2020, to move forward with renewed clarity and dedication to ensuring Sonoma County’s tourism industry flourishes.   
 
Happy holidays to you all! 

– Claudia

Claudia Vecchio, president/chief executive officer
Sonoma County Tourism
SCT News
SCT welcomes new staff

In order to keep its promise to deliver the best possible service to Sonoma County's tourism and hospitality community, SCT has added staff and reorganized teams and job duties. The staff will be featured here during the next few issues, starting with new team members.

Spencer Spellman, Director of Brand Development

Spencer Spellman, former account executive for Wagstaff Worldwide, has joined Sonoma County Tourism (SCT) as their director of brand development, a new position encompassing content development and distribution, promotions, social media, and campaign development.

“What I love about Sonoma County is that it takes so many of my favorite things—rolling hills, beautiful coastline, outdoor adventures, and craft food and drinks—and puts it in one place,” said Spellman. “Like me, the region takes pride in going its own way and savoring each moment. In my repeated visits to Sonoma County, I’ve discovered a welcoming community of artisans in a destination of stunning landscapes. I’m excited to make Sonoma County my home and help promote it to the world.”

You can learn more about Spencer in our press release here.

Kelly Bass Seibel, Director of Community Engagement

Kelly Bass Seibel, an established Sonoma County community leader, has joined Sonoma County Tourism (SCT) as its director of community engagement. Bass Seibel leads the essential community relations function for Sonoma County Tourism, including outreach to elected officials, business groups, partner businesses, and other key stakeholders.

“Sonoma County is a community unlike any other,” said Bass Seibel. “The generosity, passion, resilience, and ingenuity of our residents inspires me every day. More than the food, wine, and beautiful landscapes, it’s the people that make our destination special. I look forward to connecting with all our stakeholders on a meaningful level to help plan and foster Sonoma County’s development as not only the ideal place to live and do business, but also to visit.”

You can learn more about Kelly in our press release here. 
Tina Luster says farewell
After 12 years at Sonoma County Tourism, Tina Luster has accepted a position with Sonoma County Regional Parks. Her last day will be Jan. 3.

Tina spent much of her time at SCT as the communications manager and, most recently, as the domestic media relations manager. 

“My time at Sonoma County Tourism has always been about the people – our talented staff, partners, and contractors,” she said. “I’ve enjoyed getting to know all of you and I’m so proud of the work we’ve done together to promote Sonoma County. I’ll always be a fan of this organization and Sonoma County itself. I look forward to serving in a different capacity.”

Here’s how to stay connected with Sonoma County Tourism. For questions about media relations, email Birgitt Vaughan, [email protected]. For content, email Spencer Spellman, [email protected]. For general marketing and communications questions, email Ben Boone, [email protected].

To stay in contact with Tina, feel free to reach out via LinkedIn.
Joe Bartolomei honored with Spirit of Sonoma Award
Joe Bartolomei, owner of Farmhouse Inn & Restaurant, and former board chair of Sonoma County Tourism, was honored with the Spirit of Sonoma Award on Dec. 13 at the Flamingo Conference Resort and Spa in Santa Rosa.

The annual Spirit of Sonoma County Award luncheon honors those who contribute to the economic development and enhancement of the communities in which they live and conduct business.

As board chair during a challenging transition time for Sonoma County Tourism, Joe tenaciously fought for ensuring the organization was living up to the County’s mandate and its tourism industry partners’ expectations. Serving as board chair for three years, with 18 months working through significant transition, Joe worked tirelessly to reorganize the staff and the overall organization into one that operates with full transparency and develops programs that are in the best interest of the County, its businesses, and residents.

Everyone at SCT offers a hearty congratulations to Joe for this well-deserved recognition. 
SCT announces CTAs of the year
From left, Kelly Bass Seibel, Jennifer Buffo, and Tracy Koch at the CTA Holiday Luncheon.
Sonoma County Tourism held their yearly Certified Tourism Ambassador holiday luncheon at the Union Hotel in Occidental on Dec 6. At the luncheon, Jennifer Buffo, COO of Pure Luxury Transportation; and Lorene Romero, president & CEO of the Windsor Chamber of Commerce & Visitors Center; were named CTAs of the Year for 2018 and 2019 respectively.

“In addition to being exceptional individuals, Jennifer and Lorene are wonderful advocates for the tourism and hospitality industry,” said Tracy Koch, administrative program specialist for Sonoma County Tourism. “We consider ourselves privileged to have such considerate and accomplished ambassadors as these two in our program.” 
Updated process for ordering Visitor Guides and Maps
The Sonoma County Visitor Guide and Map are available to our partners, free of charge. The process for ordering guides and maps has changed. Please request them through our partner extranet here.

Once logged in:

1. Go to Collateral > Materials Requests > Add Materials Request (blue button)

2. Check your contact information and shipping address

3. Enter the number of boxes of maps or guides you would like (Visitor Guides come 40 per box and Maps come 225 per box)

4. Click SAVE

Shipments can take 1 to 2 weeks. For additional information on Sonoma County, please refer visitors to sonomacounty.com.

To receive a login or to reset your password to the Sonoma County partner extranet, please contact Katja West, marketing data & systems specialist, at [email protected].
Sonoma County in the news

Sonoma County Tourism's work with the media is ongoing, getting the word out about our destination. Here's a sampling of some of the recent stories promoting Sonoma County.
By Michele Jarvie
Calgary Herald (UMV: 1,497,622)
SCT hosted Jarvie, and her article notes “Tourists heading into the hills may see some signs of fire damage but they’ll also see a community intent on rebuilding itself as a premier tourist destination.” The article highlights Jack London Park, Safari West, Petaluma, Sonoma Plaza, Armstrong Redwoods, the Pacific coastline, Ferrari-Carano, Kendall-Jackson, Francis Ford Coppola Winery, Korbel Champagne Cellars, Hotel Petaluma, Fairmont Sonoma Mission Inn, and Timber Cove.
By Katie Sweeney
Forbes Travel Guide (UMV: 45,652,260)
Outreach efforts by SCT staff resulted in this article profiling Sonoma County’s recovery efforts after the Kincade fire. The story notes that “… the majority of Sonoma County’s beautiful wine country was not damaged by the blaze. … As colder weather kicks in, it is a great time to explore the region.” The article highlights Anaba Wines, MacLaren Wine, Belden Barns, MacArthur Place Hotel & Spa, Hotel Les Mars, Layla, and the (opening soon) Taub Family Outpost.
By Julie Bielenberg
Rachel Ray Magazine Online
(UMV: 214,080)
After SCT outreach efforts, this roundup piece on trendy spa packages includes the Cedar Enzyme Bath at Osmosis Day Spa.
By Cassie Shortsleeve
Esquire (UMV: 9,370,062)
Airbnb homes in Occidental, Glen Ellen, Graton, and Sonoma lead this list of nine “standout Airbnbs throughout California” as premier places to stay overnight in a vineyard.
What's New in Sonoma County? Journalists want to know

SCT sends out a monthly press release to thousands of journalists each month that announces what's new in the region. The individual announcements are also posted online at www.sonomacounty.com/media/whats-new. If you have something new happening at your business, please submit that information. And feel free to share What's New items on your own social media or with potential visitors and clients.
Research
Industry news
Honolulu legislator proposes requirements for visitors
Saying residents are feeling the effects of over-tourism, Honolulu councilmember Kymberly Pine has proposed Bill 51, which is a pledge to keep “Hawaii, Hawaii.” The pledge is aimed at promoting visitor awareness and on-island behaviors that are as environmentally responsible and culturally sensitive as possible.
 
Travelers more likely to book if owners respond to reviews
Consumers are more likely to book if they have seen owners respond to online reviews, according to recent research. The research by Ipsos MORI and TripAdvisor reveals that 63% would be more likely to book a hotel or restaurant when they see the owner has responded to most reviews. That increases to 77% when property owners leave a personalized response.
 
Sober tourism is a real business
There have always been travelers who don’t drink, but the “sober curious” lifestyle movement has created a defined market of people who are eager for trips, tours, and experiences that aren’t centered around alcohol. It’s surprising that the travel industry has only just started to respond.

How all travel is becoming wellness travel
Even if you’ve always been the type to take an annual yoga retreat or use hotel gyms, healthy-travel options were fairly limited and siloed off until recently. You certainly couldn’t meditate via a seat-back airplane TV, book a consultation with a sleep concierge, or score kombucha from your in-room minibar. But, as we close out a decade in which wellness has transformed every facet of the travel experience, it’s clear that good-for-you amenities like those have become the rule rather than the exception.
 
Reducing food waste in hotels
In an effort to cut down on the amount of food it was wasting, the  Kimpton Hotel Monaco Portland in Oregon stopped offering free bread with meals at its Red Star Tavern restaurant. Four months into the experiment, the hotel noticed it used 22.5 fewer pounds of dough a week and 65 fewer pounds of butter a month.
 
California bans tiny plastic bottles in hotels
California hotels have to stop giving guests small plastic shampoo bottles under a new law set to take effect starting in 2023. The law bans hotels from giving guests plastic bottles filled with shampoo, conditioner or soap. It takes effect in 2023 for hotels with more than 50 rooms and 2024 for hotels with less than 50 rooms. Violators could be fined $500 for a first offense and $2,000 for subsequent violations.

Japanese hotel offers live-streamed rooms for $1 per night
Want to stay in a hotel room for $1 per night? A hotel in Japan will let you do that — as long as you make your room available for a 24-hour livestream. The goal is to make the hotel run from YouTube advertising income and not accommodation fees.