Working together to bolster tourism
As the summer travel season ramps up, we're still seeing some softness in the market. As a result, I’m often asked what our residents and partners can do to bolster tourism. 

While Sonoma County Tourism and the other destination marketers in the area work on marketing and sales programming to drive visitation, there’s nothing more influential than positive word of mouth. The communication from our visitors to their friends, family and social followers will definitely impact the decisions others make about a visit to Sonoma County.

Whether this is done through a social media post or in person, this is without doubt the most powerful way to convey a recommendation for, or insult about, a destination or any other property or service. The best way to generate great reviews is to provide stellar service and experiences.

We all know travelers aren’t perfect, but consider this -- among the myriad travel destinations, they picked Sonoma County. That’s pretty amazing! So, when we come in contact with a visitor, it’s in everyone’s best interest to be kind. 

While Sonoma County Tourism has a Certified Tourism Ambassador program, in reality, we’re all ambassadors. We all represent Sonoma County when we interact with visitors. This is a responsibility to be sure, but think of a time when you traveled and came in contact with a local. Did that not shape your perception of that area?

Some helpful tips when interacting with visitors:

1.     Smile. There’s nothing more compelling than a simple smile.
2.     Try to be helpful. If a person needs directions, and you know the way, provide these directions. If you don’t, and your time allows, help them find someone who can assist.
3.     If you’re caught in traffic on a byway congested with travelers. Think to yourself, “thank you visitors, you’re helping provide the services I enjoy 365 days of the year.” Not only will this help what you potentially say when you arrive at your destination (which could be overheard by a visitor), but it potentially lowers your blood pressure – a big win for you.

We will continue to work very hard to drive business to this area, but we need your help with giving our visitors a warm welcome while they’re here. Thank you in advance for your help with this! 

Your team at Sonoma County Tourism continues to be in an extremely active time period. Several staffers promoted Sonoma County to the world at the annual IPW trade show. This year it was held in Anaheim, so as part of an extraordinarily robust Visit California activation, Sonoma County was very well represented. More than 6,200 attended the show offering our team and partners opportunities to connect with travel buyers and media from more than 70 countries.

With the start of the new direct flight from Dallas, SCT was in the market to meet with meeting planners, travel agents, tour operators, and media during an event that highlighted the Sonoma County culinary and wine offerings. This is an important flight and a very important market for both consumers and travel trade, so we’re looking forward to continuing work in this region.

As a follow-up to the last Update, I received several notes regarding the organization’s focus on stewardship. Those who expressed interest in helping us with this effort – thank you! We will connect back to form a group and begin our quest toward becoming a sustainable and responsible destination.  

– Claudia

Claudia Vecchio, president/chief executive officer
Sonoma County Tourism
Many thanks to Joe Bartolomei
As we transition our fiscal years, so too do we transition the leadership of our board of directors. We cannot let this occur without acknowledging the tremendous work done by the board chair, Joe Bartolomei.

During the two-and-a-half years Joe chaired the board, the organization underwent incredible change and evolution. Sonoma County Tourism looks much different than it did when he began in this leadership position and is better positioned to take this destination into its next phase.
Goodbye to marketing manager Beth Snow
After working for Sonoma County Tourism for just a few weeks shy of 11 years, marketing manager Beth Snow is ready to take it bit easier. She's retiring effective July 12.

Beth worked with local businesses to showcase their business on SonomaCounty.com and in the visitors guide, by managing the database of partner information to make sure everything is current and up to date. She also provided support and education to partners on the best ways to work with SCT.
 
As for retirement, Beth said, "I want to enjoy life in the slow lane, go out for coffee mid-day, mid-week. I want to see what life is like outside of the 8 to 5 work day."

She also touts catching up on hobbies, traveling, spending time with family, and plans to "... give myself a year before making any commitments on what I’m going to do."
 
Before joining SCT, Beth worked for chef John Ash, helping with his research, website, and e-newsetter. She also: had her own website development company creating brochure-type websites for various food and wine companies; worked for Veggie Queen Jill Nussinow on her monthly e-newsletter; worked with MacKenzie Agency, public relations; and at Sonoma County Farm Trails.
 
"I have enjoyed working at SCT," Beth said. "I loved and felt honored to have worked with the people and businesses here in Sonoma County."

And SCT is proud to be a part of Beth's illustrious career. We're honored to call her a valuable teammate and friend. Safe travels, Beth.
Save the date!
SCT Annual Meeting
Tuesday, Aug. 27, 2019

Sonoma County Tourism is hosting its annual meeting on Tuesday, Aug. 27. Look for a separate email regarding registration and event details.
Advertising Opportunities
The 2020 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 at sonomacounty.com . 
Getting into the 2020 California Visitor's Guide
Sonoma County Tourism is anchoring a two-page co-op in the 2020 Official California Visitor's Guide (CVG). This lets our marketing partners (within the Sonoma County business improvement area) participate an an affordable rate.

There will be 12 co-op blocks on the partner page. The fee of $1,700 per block includes an image and 30 words of copy.

For more details, contact Tom Ward at tomward@adexec.com or 530-621-1235.
SCT News
Sonomacounty.com relaunches in time for peak season

Sonoma County Tourism launched its completely reimagined website —  SonomaCounty.com  — just in time for Sonoma County’s peak travel season. The goal is for site users to choose Sonoma County as a travel destination and connect them with our hospitality partners, driving business countywide.
 
Built on the latest open-source platform, Drupal 8, the website is designed to be easily navigated on all devices, including smart phones and tablets. More than 50% of the visitors to SonomaCounty.com are mobile users. 
 
The feature-rich site offers an immersive and inspirational user experience with fresh content, large photos and videos, Instagram and YouTube videos for visual storytelling, a collection of trip itineraries, streamlined navigation, and simplified content discovery.  
 
There are also added trip planning, mapping, and booking features, and enhanced TripAdvisor integration. A new section of the website, the news-magazine style "Sonoma County Now" page shows at a glance what is new and upcoming in Sonoma County.
 
Now that the site has launched, several other programs are in the process of being integrated in subsequent launch phases. These include immersive 360-degree images and virtual tours for the Sonoma County business profile pages and a state-of-the-art personalized trip-builder tool. 
Encouraging sustainable travel in Sonoma County

Travelers are empowered to make a positive impact to the local community and the environment when visiting Sonoma County, thanks to Sonoma County Tourism's partnership with Kind Traveler, the first socially conscious “Give + Get” hotel booking and education platform.

Now, experiencing Sonoma County — where life opens up — gives travelers an opportunity to make a difference. They are able to access exclusive rates and special perks by booking directly with Kind Traveler and its curated list of “Kind Hotels.” A $10-a-night donation will go to a designated local charity that positively impacts the visiting destination.

Participating hotels in Sonoma County are offering exclusive rates and special perks on Kind Traveler to empower travelers to support local causes. The lodging properties include Farmhouse Inn, Timber Cove Resort, Vintners Inn, Hyatt Regency Sonoma, Flamingo Conference Resort and Spa, The Sandman Hotel, and Hotel E.

Staying at these properties will support one of three Sonoma County-based charities that make a positive impact. A $10 donation to Redwood Empire Food Bank will help provide 20 meals. A $10 donation to Russian Riverkeeper will help clean 250 pounds of trash out of the Russian River. A $10 donation to Sonoma Land Trust will help maintain one mile of hiking trails.

Studying U.S. travelers' generosity
America has always been considered one of the most generous nations, and a new "Good Travels" study commissioned by the national Tourism Cares program provides solid evidence of that fact.

More than half of the Americans surveyed have given of their money, time, or goods while on a recent vacation. Not only was some kind of giving surprisingly prevalent, the care and support for the communities where the travelers visited was especially important for millennials, families, and affluent households.

For more details, visit  tourismcares.org/goodtravelsresearch  .
Serving Sonoma County at SF Travel Luncheon
Donna Prowse, of Big Bottom Market, serves their amazing biscuits during the reception at
the San Francisco Travel Annual Luncheon.
Sonoma County Tourism was once again a sponsor of the SF Travel Annual Luncheon on June 27. SCT offered a culinary theme at the popular pre-luncheon reception, while Sonoma Valley contributed the wines for the luncheon itself. Along with culinary partners Fleur Sauvage Chocolates, Big Bottom Market, and Cofield Cheese, SCT served Sonoma County deliciousness to more than 1,000 attendees. We were joined by Jen and Gary Buffo from Pure Luxury Transportation (who also helped us with transportation to and from SF) and Patty Ginochio from Ginochio’s Kitchen. SCT team members who contributed to the success of this event included Claudia Vecchio, president and CEO; Deleyse Langdale, vice president global tourism development; Paula Johnson, director of administration; Nicole Bradin, director of community engagement; Sierra Downey, digital marketing coordinator; Jaimie du Bois, Tourism Development Manager; and Devin McConnell, marketing coordinator.
Sonoma County and the Media
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 Sarah Stocking
Lonely Planet (UMV: 11,849,867)
This article highlights Sonoma County’s involvement in the new Netflix movie, “Wine Country,” direct by Amy Poehler. Describing Sonoma County as “a little more laid-back and down-to-earth,” the article features Petaluma, Gundlach-Bundschu, Marcostie, Francis Ford Coppola Winery, and The Block. 
By Michelle Gross
Forbes (UMV: 29,788,885)
As a result of SCT providing images and previously hosting Michelle Gross at Grape Camp, this article highlights some of Sonoma County’s destinations to make your own adventure inspired by the new “Wine Country” Netflix film. It features Beltane Ranch, Patz & Hall, The Sonoma House at Patz & Hall, Ram’s Gate Winery, Balletto Vineyards, and Osmosis Day Spa Sanctuary.
By Lettie Teague
The Wall Street Journal
(UMV: 44,863,821)
Sonoma County Tourism provided interview coordination for our friends at Sonoma County Winegrowers, which resulted in this three-part series highlighting sparkling wines from Sonoma County.
finance.yahoo.com (UMV: 947,356,290)
As a result of SCT's ongoing relationship with The Wine Institute, this spotlight on the institute's new series features Sonoma County’s Alexander, Dry Creek, and Russian River valleys, and highlights Experience Alexander Valley and the Art of Wine with a Vintage Palette at the Healdsburg Center for the Arts.
The Globe & Mail (UMV: 11,817,442)
As a result of SCT’s media pitching, this roundup of summer deals includes The Sandman’s VIP wine tasting package.
By Kelsy Chauvin
CNN Travel (UMV: 134,846,190)
As a result of SCT hosting Kelsy Chauvin, this roundup of LGBT hotels includes Guerneville and Boon Hotel + Spa.
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. I f 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
The chart above shows occupancy and average daily rate (ADR) year-to-date for May 2019 compared to 2018, when Sonoma County’s lodging properties were still hosting evacuees and “second” responders. While down from last year, the 2019 numbers show a return to levels seen before the October 2017 wildfires. The addition of new hotel rooms is affecting the overall occupancy rates.
Industry news
‘Big Little Lies’ show boosts British interest in visiting Monterey
The cast list for HBO’s ‘Big Little Lies’ series may read like a who’s who of Hollywood royalty, but there is one uncredited co-star: Monterey County, the series’ picturesque California setting. On the UK opening night of Big Little Lies’ season two, there was a 20 percent rise in Britons searching for accommodation in Monterey compared to the previous year.
 
Operators feeling pain of Mexico Tourism Board demise
Cuts to the Mexico Tourism Board are having an immediate impact on local operators in some of the country’s most popular tourist destinations. A lack of marketing resources is especially difficult for some of the country’s smallest and often most alluring places.

Chinese tourism to US down in 2018
National Travel and Tourism Office data recently revealed that 2.9 million Chinese tourists traveled to the U.S. in 2018, down 5.7 percent and the first drop in 15 years. The decrease came after Beijing warned tourists to be aware of shootings, robberies, and high medical costs in the U.S. The ongoing trade war between Beijing and the Trump administration may also be a factor.
 
23andMe and Airbnb offer ‘family heritage’ vacations
At-home DNA tests have become increasingly widespread, and the trend of heritage travel — once reserved for those with the patience to map out family trees and chase public records across the globe — has  spiked with it. Now, Airbnb is making it easier than ever to plan your own trip to the places your ancestors are from, thanks to a new partnership with California-based DNA testing company  23AndMe.
 
US considering measles travel ban
Health officials in five states have warned people believed to be infected with measles and planning to travel that they could prevent them from getting on planes. All eight individuals agreed to cancel their flights after learning the officials could ask the federal government to place them on a Do Not Board List managed by the Centers for Disease Control and Prevention.
 
How Gen Z shapes luxury travel choices
While most members of Generation Z have yet to make a substantial income, they are having unexpected influence over family travel decisions. That’s why travel marketers need to start paying attention to this new generation of consumers.
 
Examining luxury hotel logo color choices
What is the color of luxury? If you assess the answer by looking at the logos of luxury fashion houses, the answer is literally black and white. Chanel and Prada and Dolce & Gabbana and nearly all the others sport black type against a white background. However, when you look into the world of luxury hotel brands, the color palette broadens just a tad. 
 
What luxury hospitality can learn from first-time hoteliers
Ambitious first-time hoteliers are forging some of the most intriguing hospitality experiences. The power of the beginner’s imagination combined with knowledge and passion from other industries is adding up to exactly what the most jaded travelers want.
 
Alcohol trying to rebrand itself as ‘healthy’ to appeal to millennials
Wellness is making its way into an unexpected industry: alcohol. From "clean spirits" and "wellness beers" to sugar-free, paleo-friendly, and keto-friendly natural wine, brands are starting to market their alcoholic beverages as health and wellness drinks to try to appeal to wellness-obsessed millennials.
 
California tops list of ‘most fun’ states
The personal finance website WalletHub recently released its 2019 ranking of the most fun states in America. They compared fun in the 50 U.S. states using 26 weighted metrics related to entertainment, recreation, and nightlife. California tops the list of most fun states, followed by Florida, New York, Washington, and Colorado, in that order. 
 
Kansas protests its ‘least fun’ ranking
One of the supposedly “least fun” states in the U.S. is responding to its ranking of number 41 out of 50. Kansas tourism officials say the list, which was compiled by the personal finance website WalletHub, didn’t give it enough credit for outdoor attractions such as hiking trails and water activities.