TOURISM INDUSTRY NEWS & RESOURCES |
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This partner communication exists to provide updates on Sonoma County Tourism’s programs and offerings, along with additional news and resources to support Sonoma County’s tourism and hospitality industry. |
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We know the only constant is change. Sonoma County continues to evolve as a destination in meaningful and sometimes unexpected ways. Looking far into the future was an exercise in futility over the course of the past five years. But, the organization has learned to prepare for and manage unexpected crises and other situations that help shape our resilience and solidify our commitment to sustainability in the broadest sense of the word. As we continue to work towards a destination sustainability and resilience master plan, we believe we now have opportunities to move this destination forward in ways we haven’t been able to before. We will be most successful if we’re all working together. Hotels, motels, short-term vacation rentals, wineries, restaurants, retailers… all visitor facing businesses. Sonoma County’s strength, as expressed in SCT’s brand mantra is that we’re a progressive community of artisans. It’s in our DNA – all we do whatever we do, is as artists, curators and strategic thinkers. That’s our collective superpower. Through our collective of individualists we’ll create a destination relished by locals and cherished by visitors. |
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Claudia Vecchio
President and CEO
Sonoma County Tourism
707-522-5804
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In 2004, owners and general managers from lodging properties in Sonoma County came together to form a Business Improvement Area (BIA). This new type of funding stream, authorized through the Parking and Business Improvement Area Law of 1989, provides localities with funds to benefit the payors through marketing and promotion programs.
Municipalities representing participating lodging properties and the Sonoma County Board of Supervisors approved the Sonoma County Tourism BIA. The 2% assessment was placed upon lodging properties in Sonoma County (with the exception of Sonoma and Healdsburg) strictly for tourism marketing purposes and, along with the Transient Occupancy Tax (TOT) became the main funding sources for Sonoma County Tourism.
When the BIA was formed in 2004, properties generating less than $350,000 per year were excluded from the program. During the next 18 years, SCT worked hard to create programs that drove robust leisure and business travel. During this timeframe, both the supply of properties and the success of short-term rentals has proven this is an industry segment that is increasingly important to the region.
Since the formation of the BIA, no substantive changes have been made to this funding mechanism. SCT believes that now is the time to eliminate the revenue threshold so that short-term rentals can enjoy greater visibility across SCT’s marketing channels and benefit from the robust marketing programs. This proposed amendment is called the Responsible Tourism Assessment because it helps to fund programs designed to shape consumer behavior and ultimately protect and preserve Sonoma County’s cultural and natural resources.
As Sonoma County Tourism works through the process of requesting the ordinance change, we would like to offer you the opportunity to provide input to Sonoma County Tourism. We have held two Town Halls, but encourage you to attend our next Town Hall, scheduled for November 18th. You can register at the link below.
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We encourage you to review materials and videos accessible below, so you have the background needed for these Town Hall meetings. |
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Should you have questions that arise you are invited to contact Sonoma County Tourism at BIA@sonomacounty.com or by calling 707-522-5800.
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Annual Extended Stay Promotion
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As a tactic to increase length of stays and midweek business during our November-April campaign period, Sonoma County Tourism is asking our accommodations partners to participate in its annual extended stay promotion. Properties can construct its own terms and conditions, including blackout dates, restrictions, and deal structure. SCT will link over to your preferred booking site to drive direct, non-commission bookings.
Sonoma County Tourism has created a special landing page on sonomacounty.com to feature each participating property with a picture, brief copy, and link to your preferred booking site. To promote this, SCT will also leverage social media, public relations, and paid media (advertising) to drive traffic back to the landing page.
Click here for instructions on how to submit your promotion information.
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Partner Education Session
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Sonoma County Tourism’s Marketing and Communications team invites you to attend a partner education session on November 16th from 1-2pm (offered in-person and virtually) focusing on SCT’s consumer marketing opportunities. During the session, SCT and its agency partners will:
- Provide updates on SCT’s consumer marketing campaign
- Discuss advertising opportunities on SCT’s website, inspiration guide, consumer enewsletter, weddings guide, and map
- Go over SCT’s no-cost promotional opportunities including its Extended Stay Promotion, Deals/Offers, public relations story ideas, and more
Attendance is free, but advance registration in required. For those attending in-person, the session will take place at Sonoma County Tourism, located at 400 Aviation Blvd, STE 500, Santa Rosa, CA 95403.
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