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Dear Sonoma County Tourism Partners:
New. It's a word that evokes a wide range of emotions - fear, excitement, intrigue, hope ... the list goes on. But the fact is, it's what we all experience each Jan. 1 - a new year with new challenges, resolutions, and opportunities.
A new leader at Sonoma County Tourism evokes a wide range of emotions as well. I feel incredibly honored to have this opportunity to work with a fantastic staff and an amazing board of directors and committees, all passionately dedicated to boosting the Sonoma County economy through tourism.
As the year progresses, I truly hope that you, our incredibly valued partners, will become increasingly excited, intrigued, and hopeful about an approach and a program of work that addresses the critical issues facing our county and our industry, and elevates our marketing and sales efforts to new levels of success.
To do that, we first need to ensure we have a solid foundation from which we can build results-driven programs. This process will take time, but it will give us a strong direction, a level of clarity, and measurable metrics from which we can track success.
In a first step toward creating this foundation, we're working along with our board on a strategic plan that will provide a framework for all our programming.
This plan is designed to illuminate the detail within our sales and marketing efforts and create transparency around the management of this business. As a public-facing document, you all will be able to track our progress toward achieving the metrics for both our organizational and program goals.
We're also embarking on a destination branding initiative that will begin to take shape this spring. Tim Zahner, our COO, and the marketing team have been working with MMGY, a leader in the destination branding arena, to identify a brand for the destination that creates an authentic, compelling message for potential visitors.
This will be a seminal project. It will lay a foundation for everything we do, and we hope will be a brand you all will embrace within your own marketing outreach.
We've heard from the Sonoma County supervisors that this is a new day for the county. During a meeting earlier this month, Supervisor James Gore remarked that now is the time to go from incremental progress to "shock and awe" progress.
I wholeheartedly agree, and look forward to working with the supervisors to identify how tourism can be a partner in this effort. While shock and awe can be unsettling at first, the momentum that comes from moving forward with tremendous purpose and clarity can make needed transformational changes a reality.
Best wishes to you and yours for a 2018 filled with transformational promise, prosperity, and success.
- Claudia
Claudia Vecchio, CEO
Sonoma County Tourism
cvecchio@sonomacounty.com
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SCT EMPLOYMENT OPPORTUNITIES
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SCT now accepting applications for two positions
Vice President Sales
SCT needs an experienced Vice President of Sales to help bolster the success of partner properties and lead the overall destination sales efforts.
The VP Sales is responsible for attracting and booking conferences and meetings, group tours, trade shows, and SMERF (social, military, education, religious, and fraternal) groups to Sonoma County.
The VP Sales also is responsible for strategic planning and budget management, overall sales organization performance, and managing the sales team. The VP Sales will have a market/region to work and accomplish the goals set forth.
Digital Marketing Coordinator
We are looking for a passionate and skilled social media guru to drive our social media outreach.
Responsibilities include:
- Implement and assist with coordinating the social media and online communications plan
- Moderate, post, and comment on SCT's own social channels such as Facebook, Twitter, Instagram, Pinterest, Google+, and online community forums such as TripAdvisor and other travel-related platforms
- Write copy for digital marketing and content distribution according to SEO best practices
- Create and edit photos, video clips, Instagram stories, and other visual content
For more information about these positions and to apply, please visit:
www.sonomacounty.com/job-opportunities.
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Post your events on our online calendar
Hosting a great event in 2018, and want to let everyone know what you're planning?
Now is the best time to add your 2018 events - and the more in advance, the better.
Potential visitors are already asking for details about 2018 festivals, concerts, performances, and other things to do in Sonoma County.
And if your event is new this year or it has a new venue, format, or other significant change, submit those details to our What's New section. What's New lets the media know about new and changing tourism-related businesses in Sonoma County.
Go to sonomacounty.com/whats-new to see a list of our current What's New announcements, and submit yours at sonomacounty/whats-new/add. For maximum impact, be sure to submit a photo or logo. If you need help, please contact our What's New editor Patricia Henley at phenley@sonomacounty.com. (Please make separate submissions to the calendar and the What's New section, if you want your information to appear in both.)
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Telling tour operators that Sonoma County's open for business
Sonoma County Tourism continues to work with our industry partners to let everyone know that now is the perfect time to visit resilient Sonoma County.
Most recently, TourOperatorLand.com sent that message to tour travel operators in an eblast, on Facebook, on LinkedIn, and on Twitter. The message highlights the three new lodgings that recently opened in Sonoma County, and encourages tour operators to learn more by connecting with Chryl Collins, SCT tour and travel sales manager, at the upcoming RTO Summit West show in Southern California in February.
TourOperatorLand.com is
designed to be used by international, domestic, and receptive tour operators, travel media, and travel agents researching new ideas for products. The website is produced by North American Journeys (NAJ), which has been marketing incoming tourism to and within North America since 1992.
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HPN Global account execs visit in December
Sonoma County Tourism and its partners entertained 11 HPN Global account executives immediately following their conference in San Francisco. HPN Global is one of the largest site selection and venue finding companies. The visit was a great success, judging by these comment SCT received after the visit:
- I was so impressed with Sonoma and can't wait to book meetings there.
- Thank you so much for a fabulous experience!
- I hope to have many opportunities to send groups your way. It is an easy sell!!
- I have a client considering Sonoma for a 2020 Annual Conference so I will do my best to send that one your way.
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Sonoma County featured in foreign publications
Susan Takano, Sonoma County Tourism's international sales manager, reports that Sonoma County got some great coverage in two recent promotions, one in Australia and the other in Germany.
Sonoma County is part of "The Ultimate Travel Planner California" brochure put out by Flight Centre in Australia. Susan is expecting to
see even more coverage from this past November's Flight Centre familiarization visit.
As part of a Visit California campaign, German tour operator Faszination Fernweh published a newsletter promoting the diversity of California and two fly-drive itineraries. Sonoma County and its wineries are highlighted in the "kalifonischen Nordwesten" section.
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Free defibrillators for wineries
Members of Sonoma County Vintners association can have a free automated external defibrillator (AED) and trained staff on hand in case of an emergency thanks to funding provided by Ron Rubin of Ron Rubin Winery and a partnership with the American Red Cross and Zoll Medical Corporation.
In a case of sudden cardiac arrest, when someone's heart suddenly stops beating, having an AED immediately available improves survival rates.
More than 30 Sonoma County wineries have already signed up for the new "Trained for Saving Lives" program, which includes a Zoll AED Plus and Red Cross training for winery staff.
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SONOMA COUNTY AND THE MEDIA
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Korean digital influencers visit Sonoma County
Sonoma County Tourism recently partnered with Visit California Korea to welcome a group of digital influencers from South Korea, traveling through California on an outdoors-focused media familiarization tour prior to their country hosting the 2018 Winter Olympics.
The group arrived in Sonoma County on Dec. 6, and were greeted by Harold Jones of Wine Country Walking Tours. He guided them on a Healdsburg journey where they enjoyed wine and food pairings, explored the area's local food purveyors, and learned about the region's sustainable farming practices.
The influencers also went kayaking on the Russian River, enjoyed some bubbly at J Vineyards, and experienced Bodega Bay before leaving for San Francisco.
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Visit CA Canada brings media group to Sonoma
Visit California Canada brought a group of five top-tier media to California in mid-December to visit Wine Country. In Sonoma, the group participated in the Winemaker for a Day experience at Buena Vista Winery (where they posed for a picture with the photo frames). They stayed at the Fairmont Sonoma Mission Inn, had dinner at the girl & the fig, strolled the Sonoma Plaza, and visited Cornerstone Sonoma, with a whiskey tasting at Prohibition Spirits.
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Getting Sonoma County in the news
Ongoing outreach efforts to the media continue to pay off with a wide variety of articles and blogs highlighting Sonoma County. Here's a brief sampling of recent items showcasing our region.
Zagat (circ.: 2,046,389) put the spotlight on a host of Sonoma County restaurants in "
15 Essential Sonoma County Restaurants," which encourages visitors to return to Wine Country and enjoy its amazing food.
"The region's dining scene can be (deliciously) overwhelming, with some of the Bay Area's best Mexican cooking, world-renowned tasting menus, fantastic food halls (and fermentation labs), and award-winning designs."
Congratulations to our SCT partners included in this story: Farmhouse Inn, Hana Japanese Restaurant, Diavola, SingleThread, Bravas Bar de Tapas, SHED, Spinster Sisters, Dry Creek Kitchen, El Molino Central, Ramen Gaijin, The Barlow, Cafe La Haye, Valette, The Drawing Board, and Chalkboard.
Congratulations also to our local food artisan partners who received mentions: Della Fattoria, Thistle Meats, Journeyman Meats, Wild Flour Bread, and Gold Coast Coffee & Bakery.
The Robb Report (circ.: 102,545)
published "Petaluma Gap Is Wine Country's Newest AVA," a nice write up about the Petaluma Gap recently being named California's newest American Viticultural Area (AVA). The final rule supporting the designation was published in December and went into effect on Jan. 1, 2018.
"The [Petaluma Gap] region comprises approximately 200,000 acres, with 4,000 of them planted as vineyards, growing mostly Pinot Noir, Chardonnay, and Syrah."
"Sonoma County, just 30 miles from San Francisco, is home to hundreds of wineries and farm-to-table restaurants, making it the perfect romantic weekend getaway."
Congratulations to our partners who were included in this story: Chateau St. Jean, St. Francis Winery, El Dorado Kitchen, Dry Creek Kitchen, Fairmont Sonoma Mission Inn, Ravenswood Winery, and Hanzell Vineyards.
SCT recently hosted Neil Sowerby of
Manchester Confidentials Online (circ.: 400,000) for the Sonoma County leg of his trip from San Francisco to Seattle. His story, "
10 luminous spots on a North California Road Trip," includes great write ups from his time here.
"The very definition of a Californian boutique winery, [Ram's Gate Winery] is architecturally stunning."
Congratulations to Ram's Gate Winery, as well as our other partners featured in the story: Jordan Winery, River's End, and Safari West.
"Named after the first patron saint of the Americas, Santa Rosa is poised to open its doors to the many holiday visitors who can enjoy a number of holiday events."
How to get your name in the media
If your business isn't mentioned, it might be because journalists don't know about it. There are a few things you can do to fix that.
- First, respond to publicity alerts that are sent on an as-needed basis.
- Second, add an offer to the media handbook that goes to legitimate vetted journalists.
- Third, tell SCT about your business during a PIP (Partner Information Program) session. Find more information here.
- Fourth, submit high-resolution photos for journalists to use. To submit photos for media use, please contact Katja West (kwest@sonomacounty.com).
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Enjoying the view from a SMART train
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| Explore Sonoma County California by Train |
This video captures how relaxed and fun it can be to discover the delights of Sonoma County on the new Sonoma-Marin Area Rail Transit (SMART) trains.
Get inspired by watching more of our
Sonoma County videos and feel free to use them in promotions of your business or area.
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Traditionally, Sonoma County lodging properties see a drop in occupancy and average daily rate in November and December, compared to the previous months.
The upward trend in these months in 2017 is due to the the aftermath of the October fires.
Lodging properties initially housed evacuees. The next wave were "second responders" - insurance adjusters, FEMA and other government officials, construction crews, and others who are working to rebuild the affected communities. This created the unusual uptick in occupancy and average daily rates.
Please see the statistics page for regularly updated information: www.sonomacounty.com/statistics.
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U.S. travel industry works to reverse tourism decline
Travel industry representatives sounded an alarm Jan. 16 over a long-term decline in international tourism to the U.S. and said they want to work with the Trump administration to reverse the trend.
Organizers of the new
Visit U.S. Coalition said the decline started in 2015 and repeatedly said they are not blaming President Donald Trump, who has been criticized by some in the travel industry for spurring a "Trump slump" with anti-foreigner rhetoric and policies.
America has a foreign tourist problem
Since 2015, the U.S. and Turkey have been the only places among the top dozen global travel destinations to experience a decline in inbound visitors, a time when other nations such as Australia, Canada, China, and the United Kingdom have marked sizable gains.
Recently 10 business associations, including the U.S. Chamber of Commerce and the National Restaurant Association,
unveiled the Visit U.S. Coalition to spur the Trump administration into enacting friendlier visa and border-security policies at a time when federal agencies are doing the opposite.
International visitors to US down 4 percent
The number of international visitors arriving in the United States declined nearly four percent in the first six months of this year compared with the same period in 2016, according to data released by the U.S. Department of Commerce National Travel and Tourism Office in Washington. Fewer visitors came from nearly every region of the world, with declines in arrivals from Western Europe, Eastern Europe, Asia, the Middle East, Africa, South America, Central America and the Caribbean.
Economic indicators point to good 2018 for travel
The U.S. consumer looks healthy, key corporate indicators are positive, and the probability of an economic recession remains relatively low. Emerging markets and developing countries are seeing income levels rising, technology adoption increasing, and trade liberalizing. Financial analysts are forecasting solid growth in revenues and earnings next year in the mid-single digit range for the global public hotel, airline, and cruise companies.
Barring any unforeseen events, which do remain a potential risk, 2018 is setting itself up to be another year of solid growth for travel.
Meetings going off the beaten path
Rapid City, South Dakota. Paducah, Kentucky. Adelaide, Australia. They're not big names on the international meetings circuit, but their unique knowledge economies recently helped them attract premier global events. Travelers want unique experiences, so more diverse meeting destinations are thriving.
Chefs as tourism ambassadors
Many tourism destinations are eager to market their award-winning and Instagram-worthy restaurants and encourage travelers to sample their signature dishes and beverages. And, increasingly, tourism boards want travelers to get to know the chefs behind these culinary creations and are making them quasi-destination ambassadors.
Emailing while on vacation can ruin company culture
Every email sent by a vacationing employee is a tiny cultural erosion: a signal to other employees that time off isn't really time off. In aggregate, these tiny erosions matter. They send signals like "I don't trust you to do the job without me," or "I'm not organized enough to wrap up my loose ends before I go on vacation." Either way, they erode perceptions of your likability and competence.
Modern concierges too skilled to be replaced by tech
Automation and advances in artificial intelligence will eliminate many jobs: Those with recurring tasks that are characterized by drudgery and predictability may be on the chopping block soon. One might assume the hotel concierge would be on this list. To stay relevant, concierges have to keep updating and refining the task, all the while avoiding the temptations, easy kickbacks, and predictable recommendations that take the shine off their profession.
New year brings new laws for restaurants
In California, it's now illegal for restaurateurs or other employers to ask about a prospective hire's compensation and benefits history. Yet the employer is required to provide a range of pay if the applicant asks. The measure is intended to shift the balance of power in workers' favor during compensation negotiations.
Vegan restaurants move from the fringe to the spotlight
From Skift Table
In complete contrast to Europe's culinary reputation for heavy sauces, baked dishes, and savory meats, a growing collection of 100-percent raw plant-based restaurants are opening across Europe. With a focus on serving organic, local cuisine to an evolving consumer palate and mindset, these restaurants are out to prove that micro-greens and artisanal nut cheese are more than just a trend.
The rise of the grocery-restaurant
The concept of blending a restaurant experience with the grocery experience has been around for decades, according to self-described "supermarket guru" and food service analyst Phil Lempert. But the changing perspectives millennials and generation Z-ers have toward food and shopping are pushing more supermarkets to make their stores feel more like experiential food destinations than mere shopping markets. Analysts like Lempert predict that these "grocerants" will become the new standard for grocery stores in the more health-conscience future.
Cocktails only a local could love
Despite the growing global economy, the consolidation of the beverage industry, and the sameness this breeds in consumer habits, America still has a number of drink concoctions that you'll find just about everywhere in a particular city or state, but nowhere else. The reasons they don't travel vary. Some rely on a local ingredient. Others are born in small markets where word travels slowly, if at all. Here are some notable examples.
GM wants drivers to order coffee and pancakes from their dashboards
General Motors Co. is enabling drivers to buy coffee, find gas or parking, and make restaurant reservations with just a touch of the dashboard. The automaker is rolling out the new feature on millions of existing 2017 and 2018 model-year vehicles. Called Marketplace, the system links drivers to vendors including Starbucks Corp., Dunkin' Donuts Inc., and Priceline.com to place take-away orders or make reservations with taps of their touchscreens. However, the National Safety Council warns that
this could be dangerous.
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