Shaping our future together
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July marked the beginning of Sonoma County Tourism’s new fiscal year, and the beginning of our organization’s work on the FY18-19 goals that are outlined in our Strategic Business Plan.
During the upcoming year, the SCT team is excited to continue our sales and marketing efforts designed to promote our destination, including launching a new brand at our
annual meeting on Aug. 30 (shameless plug for this “must attend” meeting! See story below to register).
We know many of our lodging properties, restaurants, wineries, and other wondrous traveler offerings are still hurting from the 2017 fires and those that continue to impact the perception of California. We will continue to work hard to rebuild and rebrand Sonoma County as a destination that offers unmatched experiences to business and leisure visitors.
In addition, this year marks a greater commitment to long-term destination planning and management. Our area faces significant issues regarding workforce, housing, homelessness, transportation infrastructure, and sustainability that are critical to address and solve.
Sonoma County Tourism will soon be creating task force teams to identify challenges in each of these areas and to craft a solutions map. We know several other agencies and organizations are also working on these issues, so we may ask to join already existing committees – we want to ensure we’re part of the conversation and eventual solution as each impacts visitors and the tourism industry.
One of the key values for SCT is ensuring that the team, our programs, and the opportunities we provide are collaborative. To do this, we need your insights.
Please take advantage of both the formal opportunities such as the Partner Information Presentation (PIP) sessions, and informal outreach – calls or emails are always appreciated – to give us your input on how together we can best promote the area and accomplish the aspirational goals outlined in the strategic plan.
We're working on ways to amplify business development opportunities for our partners. These will always be posted on our Partners page at SonomaCounty.com/partners.
Please do join us for the
SCT Annual Meeting, Aug. 30, 7:30 a.m. at the Hyatt. We’ll talk about fire recovery efforts, review the strategic plan, and unveil the new brand. We hope this will be a meeting that will set the course for the next several years as we all work to market and manage Sonoma County as a compelling destination and an extraordinary place to live and work in its vibrant tourism industry.
- Claudia
Claudia Vecchio, CEO
Sonoma County Tourism
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Rebuild. Review. Reenergize.
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Date:
Aug. 30, 2018
Time:
7:30 – 10 a.m.
Tickets:
$30 per person, including breakfast
Join SCT as we look back on an unforgettable year and forward to a purposeful and bright future at the Sonoma County Tourism annual meeting.
- Hear from the Sonoma County Tourism team on the sales and marketing efforts following the October fires and plans for commemorating the one-year anniversary.
- Gain insights into Sonoma County Tourism’s new strategic plan and the foundation outlined for both marketing and managing the destination.
- Be the first to see the new Sonoma County Tourism brand. The new brand is designed to connect with visitors through conveying the unique DNA that is Sonoma County. MMGY Global, the marketing agency who partnered with SCT, will unveil the brand and show how all partners can integrate it.
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Advertising opportunities
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The
2019 issue of the must-have Official Sonoma County Visitors Guide and Map
— a comprehensive travel planner published in partnership with Sonoma County Tourism and Studio M Publishing
— is in the works.
Learn more.
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Sonoma County Tourism is anchoring a two-page co-op ad in the 2019 California Visitor's Guide, a 200-page all-inclusive travel planner designed to inspire consumers traveling to and within California.
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California Economic Summit set for Santa Rosa
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Register today for the 2018 California Economic Summit, Nov. 15 and 16 in Santa Rosa. This is the seventh annual statewide gathering of this growing network
—
the largest group of business, equity, environmental, and civic organizations working year round to improve upward mobility, build more housing, create a strong workforce, and strengthen the state's water sustainability. Regional tours will be hosted by Sonoma County partners on Nov. 14, with activities to explore Sonoma County over the weekend after the summit. Learn more at
summit.caeconomy.org
.
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Forest Bathing in Sonoma County
Being surrounded by growing plants and steadfast trees relieves stress and decreases anxiety, for the perfect wellness getaway. This video takes you "forest bathing" in five Sonoma County locations. You can also read our recent blog,
5 Forest Bathing Spots in Sonoma County
.
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Visiting Midweek
Midweek is a great time to enjoy Sonoma County's beaches, forests, and wineries without the crowds. This video highlights five reasons why coming to Sonoma County midweek offers unique adventures.
Get inspired
by watching more of SCT's
Sonoma County videos. F
eel free to use them in promotions of your business or area.
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Tim Zahner moving to Sonoma Valley Visitors Bureau
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After nearly a dozen years with Sonoma County Tourism, Tim Zahner is leaving to take the reins as executive director of the Sonoma Valley Visitors Bureau (SVVB), also known as Experience Sonoma Valley. Over the years Tim served SCT as chief marketing officer, interim CEO, and, most recently, chief operating officer.
SVVB is a membership organization that promotes the Sonoma Valley as a destination. It operates two visitor and retail centers, located in the Sonoma Plaza and in Cornerstone Sonoma in the southern Sonoma Valley.
Zahner begins work at SVVB on Aug. 20. He said he feels confident that his new team has a strong staff, dedicated volunteers, and a passionate board.
"I love working with small businesses and hearing entrepreneurial stories of people working in hospitality," Zahner said. "Whether it is students in their first job, immigrants new to the country, or accomplished retirees looking for a change of pace, I find people who work in hospitality have really great stories."
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Spotlight on the SCT sales team
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Sonoma County Tourism’s sales team primarily works to drive overnight visitation by groups and meetings to Sonoma County during mid-week and shoulder seasons. They work with meeting planners and third-party organizations to garner sales leads and help turn leads into definite bookings for Sonoma County business improvement area partner hotels.
Pictured above from left, the team includes Jennifer Richards, vice president of sales; national sales managers Suzy Montes, Nancy Garvey, and Erika Costa; Charmaine Louzao, meetings sales and services manager; and Lilly Owsley, sales and services coordinator.
The team is starting off the new fiscal year (2018-19) with a renewed focus on markets and trade shows that will yield the greatest return on investment. There will be a greater focus on appointment-based shows in key markets. This will allow the team to set face-to-face meetings with clients who have stated an interest in Sonoma County.
All domestic markets will have coverage, however the sales team will focus on 10 markets in the upcoming year: California, Oregon, Texas, Florida, Atlanta, New York, New Jersey, Illinois, Minnesota, and Nevada.
The sales team, armed with SCT’s new strategic plan, is passionate about finding innovative ways to bring meetings and conferences to Sonoma County.
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Sonoma County and the Media
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On July 31, Sonoma County Tourism public relations manager Biggi Vaughan met with Xavier Petit
(see photo)
who produces Pays et Marches du Mondes, a TV show broadcast on two of France's largest TV channels and onboard Air France airplanes. SCT arranged his visit with Healdsburg Farmers Market manager Janet Ciel, who showed Petit around. It was a busy week for
Biggi, who the day before met
with Jean Chen for a USA Today story.
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Money Inc. lauds resilient Sonoma County
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In a recent Money Inc. magazine article, "How Sonoma'a Hospitality Scene is Leading the Charge for a Renewed Wine Country," writer Matt Kirouac praises Sonoma County as "a shining beacon of regrowth, rejuvenation." Kirouc visited
Sonoma County on a group press trip with Jackson Family Wines. In his article Kirouc says, "there's never been a better time to visit Sonoma."
Read the full article here
.
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Sonoma County in the news ...
Here's a sampling of the results of Sonoma County Tourism's outreach to and work with the media — just a few of the many recent articles and blogs promoting Sonoma County.
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By Paul Rubio
Condé
Nast Traveler (UMV: 5,348,100; Media Value: $49,470)
And syndicated to
SCT hosted author Rubio in December 2017. This resulting article includes a “California Wine Country: Napa to Sonoma” road trip route, which mentions the Bohemian Highway, Jordan Winery, Wild Flour Bread, Freestone, and the Vintners Inn.
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By Joanna DiBona
USA Today 10 Best (UMV: 36,842,180)
Thanks to SCT's work with DiBona, Sonoma County shines in this article, which mentions La Crema Estate at Saralee’s Vineyard, Healdsburg plaza, Kendall-Jackson Wine Estate & Gardens, The Barlow, zazu kitchen + farm, Dry Creek Valley, Getaway Adventures, Bodega Bay, Aerena Gallery, the Hand Fan Museum, Duke’s Spirited Cocktails, and more.
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By Lindsay Cohn
Reader’s Digest (UMV: 3,511,514)
Also syndicated to
SCT worked with writer Cohan, whose article includes The Astro Motel.
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By Katie James Watkinson
Martha Stewart Weddings
(UMV:1,037,774)
SCT staff worked directly with writer Watkinson on this story, which highlights Autocamp Russian River, in
Guerneville.
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By Jerome Blin
Plein Vie (Circ. 703,909)
SCT hosted writer Blin in March. His article includes Armstrong Redwoods, Bodega Bay, Jenner, the Russian River, and River’s End Restaurant & Inn.
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By Melissa Kravitz
Forbes (UMV: 29,759,863)
The SCT team worked directly with writer Kravitz during her April visit. This story includes Hip Chick Farms and Victor Scargle of Boisset Collection.
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Tourism budgets dip before mid-term elections
As mid-term polls approach, during which governors of 36 states will be elected, state tourism boards increasingly face pressure to justify higher spending, or in some cases even their existence. A report from the National Association of State Budget Officers shows state general fund spending for enacted fiscal 2018 budgets is expected to grow just 2.3 percent from fiscal 2017 — the slowest growth rate since fiscal 2010.
Changing our lexicon
Relying on return on investment (ROI) numbers to defend the value and relevancy of a destination organization is no longer a viable advocacy strategy. Instead, destination organizations need to support the message of ROI in terms of dollars and cents with an ideological and value-based appeal to convince political leaders that without a destination organization, these returns will inevitably vanish.
Puerto Rico emerges with new hope for tourism
For more than a century, Puerto Rico has been divided along two identities – Puerto Rican and American. But Hurricane Maria has forced it to reach a point where its tourism industry must merge the two, and market the destination in a way like many others on the mainland have done for decades if it hopes to become a global success story.
Marriott says Americans prefer cities to beaches for vacations
Marriott International’s newly released second annual U.S. Summer Travel Trends Report says that travelers are favoring cities over beaches in Summer 2018 and planning to take an average of two trips. And among families with children, it’s becoming more common for the kids to pick the destination, the report shows.
Half of Americans unlikely to use sharing economy services for travel
According to the fourth annual Allianz Travel Insurance Sharing Economy Index , 53 percent of Americans are either "not very likely" or "not at all likely" to use sharing economy services like Airbnb or Uber during their 2018 summer travels.
Millennials, Chinese rewriting luxury rulebook
When it comes to luxury commerce and international tourism, recent studies show the discussion still revolves around two market segments — millennials and the Chinese consumer. In many cases (in fact, in millions of cases), the two overlap.
More luxury hotels setting aside ultra-secret suites
The Retreat at the Blue Lagoon has only been open for three months, and it’s already one of the buzziest luxury spots in Europe. The lavish suite costs $10,500 per night, with a two-night minimum—and it’s not listed on the hotel’s website. No photographs, no description, nothing at all.
Puerto Rico’s Farm-to-Table Dining gaining steam
In the year after Hurricane Maria, restaurateurs in Puerto Rico are building new relationships with local farmers and seeing more interest from customers in supporting local agriculture and celebrating food that is grown entirely on the island.
Inside the minds of deliberately bad tippers
“I just don’t feel the need to tip that much,” explains Sam, a 29-year-old woman living in New York City. “I spend a lot on food and alcohol and travel because I enjoy those things. I’ll tip a little bit but I don’t feel like I need to tip a lot.” Sam knows that she
should
tip, and shame around not tipping well is one of the reasons she has asked not to be identified by her full name.
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