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As we reach the six-month milestone following the firestorms, we join the region in commemorating the extraordinary work of all who responded to the immediate and subsequent needs of residents and visitors.
Navigating over peaks and through valleys, Sonoma County has shown the world that resilience, creativity, and sheer tenacity can move mountains.
Using that spirit of renewal and strength as a beacon, Sonoma County Tourism recently completed a strategic business plan that lays a solid foundation for current programming and offers a roadmap for the future of the organization and the destination.
At the core of any organization stands a mission and vision that not only guides the organization, but provides clarity for all programming and interaction with key stakeholders.
Mission: Promote overnight stays and encourage tourism within Sonoma County.
Vision: A robust economy for Sonoma County businesses and residents, amplified by results-driven tourism planning and marketing.
This is accomplished through five key initiatives:
- Drive Overnight Visitation: Create and administer dynamic sales and marketing programming.
- Create and Convey Value: Heighten understanding of the value of the tourism industry and the benefits derived from tourism for Sonoma County.
- Engage Partners/Partnerships: Enhance programs such as Certified Tourism Ambassador and opportunities for partner business development.
- Spearhead Long-term Destination Planning: Lead and participate in discussions about planning for projects that impact and are impacted by tourism.
- Run an Effective Business: Ensure all operations are executed at best practice levels and are fully transparent.
We also are in the midst of a destination branding process that will provide a clear and compelling identity for Sonoma County. This, along with the strategic plan, will create a foundation from which we can take this destination to a new level of success.
This success will be realized only if we all work together.
Industrialist and innovator Henry Ford once said, "Coming together is a beginning; keeping together is progress; working together is success."
It is with a resounding commitment to collaboration and an eye focused on success we enter into a new era at Sonoma County Tourism. We look forward to your partnership as we move forward.
- Claudia
Claudia Vecchio, CEO
Sonoma County Tourism
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What do you think of our website?
While much of our research will be with our visitors and potential visitors, your opinions are invaluable to this process.
Please complete a brief survey to provide your thoughts. The research is being facilitated by our third-party research partner, Destination Analysts, and your responses are confidential.
Please click here
to answer a few short questions.
Survey ends at 5 p.m. on
Friday, April 13, 2018
.
Thank you!
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SCT Webinars: Improving our online image
In the aftermath of the October fires there is still a lot of imagery online showing fire devastation and damage. But that isn't what Sonoma County looks like now and we want to get more accurate imagery to potential travelers.
Sonoma County Tourism recently hosted two partner training webinars and a workshop on how to improve the image of your business and Sonoma County in Google Search.
If you have missed the webinar series, view the recordings to find out how you can expand your exposure within Google's products and improve your engagement with your customers.
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Suzy Montes honored by MPINCC
Suzy Montes,
Sonoma County Tourism national sales manager,
was named
Meeting Professional of the Second Quarter 2017-8
by
Meeting Professionals International Northern California Chapter (MPINCC).
Suzy was recognized for going above and beyond the call of duty both in leading the recruitment committee through an increase in membership and helping the chapter respond to the victims of the North Bay wildfires. She was one of two people honored for the quarter, out of 15 nominations.
Suzy received the award in front of her professional peers during the MPINCC educational session at their Corks and Forks Event on March 29 at Fort Mason in San Francisco.
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Bay Area meeting planners tour Sonoma County
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| At AutoCamp Russian River. |
It may be hard to believe, but for many of the six Bay Area meeting planners who visited Sonoma County Feb. 23-25, this was their first time in Sonoma County.
Sonoma County Tourism hosted the familiarization tour with the help of our amazing partners. Suzy Montes, national sales manger for SCT, worked to bring in qualified planners with the assistance of Neil Cramer, who hosts three annual Bay Area trade shows. The weekend went well, and Cramer posted a blog about the experience at allthingsmeeting.com.
"It is always great to see people's reactions to our beautiful county that we all take for granted," Montes said. "I'm sure we have made some new Sonoma County friends."
The day after the familiarization weekend, Montes received two requests for proposals from one of the participating planners.
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Australian travel managers
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| Hanging out at Sonoma Canopy Tours. |
Eight travel managers from Australia took a familiarization tour of Sonoma County in March, guided by Susan Takano, CTA, international sales manager for Sonoma County Tourism.
The group is part of a network of independently owned travel agencies, with each delegate owning and operating their own business.
This is one of a series of fam tours for international tour operators and travel agents that Susan is coordinating, with the support of SCT's partners. Over the next two months Susan has eight fam tours scheduled, showcasing the diversity of Sonoma County to more than 50 travel trade clients.
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Greeting planners at MPI Cascadia
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| Erika Costa at MPI Cascadia. |
Erika Costa CTA, Sonoma County Tourism national sales manager in Sacramento, shared details about Sonoma County at the Cascadia Educational Conference, a joint gathering of the Oregon and Washington state chapters of Meeting Professionals International (MPI). Erika reports that about 250 people attended the event in Reno March 4-6, with more than half being meeting planners from Oregon and Washington, who see the ease and functionality of using direct flights to bring business to Sonoma County.
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SONOMA COUNTY AND THE MEDIA
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Japanese media take 'Wine Country Recovery' tour
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Exploring the Russian River Vineyards are, from left: Miyako Yukawa of Forbes Japan; Cheryl Sarfaty, SCT public relations coordinator; Kayta Brady, RRV estate farmer; Giovanni Balistreri, RRV winemaker and partner; Kiyoe Hirayama of Wing Travel Weekly; Kaori Suzuki, photographer for My Age and Our Age; and Yuka Morikawa, media relations manager for Visit California Japan.
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Sonoma County Tourism partnered in March with Visit California-Japan to host a group of Japanese media for the Sonoma County portion of their "Wine Country Recovery" tour nearly six months after the wildfires.
At the Russian River Vineyards, the group toured the property's vast greenery and thriving farm, tasted wines, and enjoyed lunch, courtesy of Giovanni Balistreri, RRV's winemaker and partner.
The group's two-day stay in Sonoma County included a wide variety of experiences, beginning in the town of Sonoma, followed by a beautifully prepared dinner at the girl & the fig; relaxing time at the serene Osmosis Day Spa; a first-rate coastal experience at Bodega Bay Lodge that included overnight accommodations and dinner at Drakes Sonoma Coast Kitchen; a fun stay at The Astro Motel, and more.
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Getting Sonoma County in the news
With the help of our partners, Sonoma County Tourism continues its ongoing outreach to the media. The result is a wide variety of articles and blogs promoting the beauties and wonders of Sonoma County. Here's a brief sampling.
Sonoma County Tourism hosted Australian journalist Rob McFarland last spring when he visited Sonoma County on assignment from
Traveller.com.au (UMV: 692,000), to write about redwood forests in Northern California. His story,
California, US: Five Places to see the planet's tallest living thing-redwood trees, highlights our beautiful Armstrong Redwoods State Natural Reserve, and includes Sonoma Canopy Tours and AutoCamp Russian River. "Another noteworthy feature is the reserve's 1,200-seat amphitheatre. Surrounded by soaring redwoods, it's the perfect place to sit and admire these towering titans."
Note: See Visit California's international market information to learn more about the significance Australia and the other countries we host.
SCT and Visit California Sacramento recently hosted a group of Bay Area journalists for a post-fires media tour of Sonoma County. They saw the greenery and beauty that has been restored, as evidenced by a story by Amy Sherman in
Architectural Digest (UMV: 1,496,746),
Here's Proof that California Wine Country Has Risen from the Ashes. "Since last October, not only have many wineries and businesses reopened but several new ones have also sprouted up."
As a result of SCT hosting the Bay Area media group's visit to Sonoma County, the article
Sonoma County Sojourn by Fran Miller appears in the latest issue of
Luxury Travel Magazine (UMV: 131,596). "A trip to Sonoma County isn't complete without a wine tasting stop or two (or more.) Tasting rooms in this world-class wine region range from simple and rustic to elaborate castles."
SCT will host Australian journalist Sammy Preston this spring when she visits Sonoma County on assignment from
Lifestyle.com.au (UMF: 1.1 million). In the meantime, Sammy has written a fantastic article that includes Sheana Davis' picks for wine cheese pairints,
Cheese dreams: Follow this cheese and wine trail in Sonoma County, California. "In recent years, Sonoma County has become a foodie hotbed within California. The region is peppered with biodynamic vineyards, organic growers, hip cider-houses, paddock-to-plate style restaurants, and a good helping of artisanal cheesemakers, too."
The
North Bay Business Journal (UMV: 50,036) showcased the fifth anniversary of our certified tourism ambassador (CTA) program in the March 23 article
Sonoma County Tourism's 'ambassador' program drives up visitor spending. "The service-oriented training immerses hospitality workers in all things Sonoma so they can offer advice, insights, and support to visitors."
See More
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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Setting the record straight
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| 5 Myths About Sonoma County After the Fires |
There may be some misconceptions out there about what Sonoma County is like after the October 2017 wildfires. One of SCT's latest videos helps dispel some of these myths, letting everyone know that resilient Sonoma County is back in business, and ready to welcome them to one of the most beautiful areas worldwide. You can also find written responses to these misconceptions online in a
news release.
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 February.
The upward trend in February 2018 is due to 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 rate.
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More Canadians visiting U.S.
When President Trump issued his first executive order banning nationals from majority-Muslim countries from entering the United States, some Canadians reacted by vowing to boycott traveling south of the border. However, despite the frantic calls for boycotts, overnight trips from Canada rose 4.8 percent to 20.2 million in 2017, reversing a three-year decline, according to Statistics Canada.
Solid economic base for U.S. travel
Strong personal income and employment growth, surging consumer and business confidence, moderate inflationary pressures, an ongoing export recovery, and growing shipments of capital goods all set the stage for continued solid economic growth during the first half of 2018. However, storm clouds on the horizon in the form of a possible trade war stemming from steel and aluminum tariffs recently announced by the administration could possibly dump cold water on economic expansion.
Dealing with 'Hurricane hangover' in parts of Caribbean
Travelers held off on booking cruises to the Caribbean in the aftermath of the 2017 hurricanes. One big question is how many of them will want to risk sailing during this year's hurricane season - and at what prices.
European cities take baby steps to address overtourism
Destinations are starting to take some measures to address overtourism for this summer season following protests across Europe last year that shined a light on the problem of overcrowding and costly disruptions to local economies. The lack of effective tourism planning, regulation, and investment caused residents' anger to spew over last year in some destinations like Barcelona. Organized street protests in Barcelona and other cities demanded action from elected officials.
L.A. Tourism sees travel as buffer against climate change
Some of the
worst California wildfires in history occurred last year, and with the state coming off a severe and prolonged drought, climate change and the environment are particularly top of mind throughout the state, including in Los Angeles. Ernest Wooden Jr., president and CEO of the Los Angeles Tourism & Convention Board, said tourism can help California's dynamic environment as it confronts climate change issues.
High-end hotels embrace informality
A new generation of hoteliers is realizing that high-end travelers want a more relaxed style when it comes to guest relations. This doesn't signal a shift toward the slapdash but rather it's an understanding that guests now value individuality over formality.
Airbnb Plus trying to push homesharing to new level
If Airbnb is successful with Airbnb Plus, it will ensure that alternative accommodations are no longer seen as an alternative. But making it a success will be easier said than done.
The evolving hotel front desk: why tech can only go so far
Even consumers who embrace technology may worry that companies are exploiting them through so-called personalization. Hoteliers need to balance digital ingenuity with a human touch.
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