Tourism Industry News & Resources | |
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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Millennials. This group of approximately 72.1 million Americans (1.8 billion worldwide), born between 1981-1996 is at the prime of their consumer lives. It’s a generation that has and will continue to shape how Sonoma County and all consumer brands message their offerings. As of 2024, the Millennial metamorphosis is complete (according to Kadence Research) revealing a more diverse, tech-savvy, and eco-conscious group than ever before. According to a study by Deloitte, this shift indicates a profound change in values, reflecting a generation in pursuit of personal success and meaningful, positive contributions to the world. As travelers, this group wants sustainable tourism, unique experiences and local immersion. They book through apps and seek eco-friendly accommodations. They value authenticity, environmental impact and cultural respect. Sonoma County is an extraordinary destination for them, but we need to be better at letting them know why.
SCT’s Annual Meeting will help attendees better understand how to connect with Millennials and gain insights into the values and preferences of all generations. The meeting also will offer trainings into sales and travel trade and help businesses better tie into SCT’s marketing channels. We hope you’ll be able to join us for what we hope will be a transformational meeting.
Lots more information below. Please take a few minutes to read through these opportunities…
Thank you for all you do to support Sonoma County’s tourism industry.
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UPRoot. UPGrade. UPLift. at SCT's Annual Meeting | |
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Monday, September 23 Hyatt Regency Sonoma Wine Country
Time is running out—don’t miss your chance to join Sonoma County Tourism's 2024 Annual Meeting, where business transformation begins! Our general session will focus on UProoting strategies to capture the Millennial market, while nine dynamic breakout sessions will equip you with the tools to UPend traditional marketing and drive your business forward.
This isn’t just about keeping pace; it’s about leading the charge. Connect with industry disrUPtors, gain actionable insights, and prepare to disrUPt and UPlift your business. The future of Sonoma County tourism is being reshaped—be at the forefront!
Schedule of Events:
1:00 - 2:30 pm - General Session and Keynote Speaker Matt Britton
2:45 - 3:30 pm - Breakout Sessions
Destination Drivers: New Trends in Destination Sales
Trend Spotting: Shaping Millennial Travel with AI-Driven Marketing
Tech Intersection: Workshop - Maximize your partnership with SCT
Good Company: Creating Effective Media Relationships
3:45 - 4:30 pm - Breakout Sessions
Destination Drivers: Working with Traveltech & Receptive Operators
Trend Spotting: Generational Panel on Values-Based Purchase Decisions
Tech Intersection: Expanding the Industry’s Reach with Tourism Exchange USA Tech Intersection: Marketing Technology Trends
Good Company: Developing Great Brand Partnerships
4:30 - 5:30 pm - Wine Reception
Tickets:
Keynote Session Only: $65
Full Afternoon: $75
Presenting Sponsor:
Fahlgren Mortine
Bronze Sponsor:
Alaska Airlines
Happy Hour Sponsor:
Wine Road
For more information or questions contact communityengagement@sonomacounty.com
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Destination Sales Training "BE PRESENT" | |
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Sonoma County Tourism invites our hotel and hospitality sales teams to an immersive, no-cost sales training that will flip your approach to selling in today’s fast-paced world. This isn’t your average training session—get ready to shake things up with cutting-edge strategies and fresh perspectives.
Join SCT and industry maverick Rick Blackburn as we dive into how to "be present" at every stage of the sales cycle. From prospecting and selling Sonoma County as a must-visit destination to mastering new sales techniques and learning the art of what not to do, this training will equip you to excel in a disruptive market.
When: September 24 & 25, 2024
Where: Sonoma County Tourism
400 Aviation Blvd, Ste. 500, Santa Rosa, CA 95403
Who Should Attend: SCT partners looking to elevate their sales game—FREE of charge!
Rick Blackburn brings over 35 years of industry experience, starting from humble beginnings in a kitchen to driving top-level business success. Don’t miss this opportunity to tap into Rick’s expertise and learn how to uncover the greatest opportunities within your business.
Hotel Sales Team Training: September 24 & 25, 1-4pm Hotel sales teams are encouraged to attend the two-day training sessions on both days. Unique content provided each day.
Register Tuesday, 9/24 | Register Wednesday, 9/25
Hospitality Sales Training: September 24 OR 25, 9-11:30am Wineries, attractions, tour operators, and other hospitality sales teams are encouraged to attend one of the two-day training sessions. Same content repeated each day.
Register Tuesday, 9/24 | Register Wednesday, 9/25
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Get Ready for Sonoma County Black Cod Week! | |
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We’re thrilled to launch Sonoma County’s first-ever Black Cod Week, and we want YOU to be part of it! This is your chance to flex your culinary creativity, support local fishing communities, and attract new customers—all while enjoying free marketing exposure.
What’s the Hook?
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Free publicity for your business
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Support our local fishing communities
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Feature a sustainable and mouthwatering seafood
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Draw in new customers with a versatile, delicious ingredient
How It Works: From October 18-27, spotlight Sonoma County black cod on your menu or as a retail option. Whether it’s black cod tacos, seared miso black cod, or black cod eggs benedict—the possibilities are endless! The only must? Use locally sourced black cod.
Get Noticed: Participants will be showcased on the Black Cod Week webpage, in the Sonoma County Tourism app, and will receive digital and print marketing materials. Plus, we’ll hook you up with local suppliers!
Don’t Miss Out—Webinars! Get the inside scoop on how to make the most of Black Cod Week at an information webinar on Tuesday, September 17 at 2pm. Register here.
Ready to Dive In? Register Now
For any questions, reach out to us at BlackCod@sonomacounty.com. We can’t wait to collaborate with you!
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Shine Bright in December: Promote your Business this Holiday Season | |
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The holiday season is fast approaching, and we want to put your business in the spotlight! December is all about celebration, joy, and unforgettable experiences in Sonoma County. We’re gearing up to feature the best holiday events, promotions, and offerings, and we want YOU to be part of it.
Are you hosting a festive event, launching a seasonal menu, or offering special holiday packages? We want to know! From holiday parties and New Year’s Eve celebrations to unique traditions and themed gatherings—this is your chance to shine.
Share your holiday happenings with us, and benefit from increased visibility through our targeted PR efforts. Let’s create a festive atmosphere that makes your business and Sonoma County unforgettable this season.
Send your pitch to: publicrelations@sonomacounty.com
Include a description, dates, special features, high-res images (if available), and your contact info.
Don’t miss out—let’s make this holiday season your brightest yet!
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Sonoma County Tourism Welcomes Two New Hires | |
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We are thrilled to announce Torie Clancy as our new Senior Director of Communications. With over 20 years of experience at global agencies and nonprofits, Torie will lead strategic communications efforts to elevate Sonoma County as a premier travel destination.
In her role, Torie will oversee media relations, crisis communications, and corporate communications, aiming to enhance the region's visibility and strengthen ties with media and local stakeholders. Her impressive background includes leading successful campaigns for major brands like Microsoft, SAP, and Samsung.
“We’re excited to have Torie on board,” said Claudia Vecchio, SCT’s president and CEO. “Her strategic insight will be crucial in promoting Sonoma County’s diverse offerings on a global scale.”
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Sonoma County Tourism is excited to introduce Damien Keller as our new Destination Sales Manager at Sonoma County Tourism. Damien brings over 25 years of sales and marketing expertise, with a focus on boutique hotels and real estate management. His career highlights include earning the "Extraordinary Service/Employee of the Year Award" at Joie de Vivre and launching California’s first LEED-NC certified hotel at the Orchard Garden Hotel in San Francisco.
Damien’s journey also includes co-founding Guestmob and Virgo.limo, as well as serving as Director of Sales at Hotel Kabuki and Galleria Park Hotel.
Now a Windsor resident, Damien is overjoyed to join our community and contribute to the vibrant Sonoma County hospitality scene.
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Special Event Sponsorship Program Accepting Applications: Oct. 1 – Nov. 15 2024 | |
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Calling all Sonoma County event producers! Join in SCT’s mandate to promote Sonoma County as an overnight destination, by applying for a Special Event Sponsorship. The program provides funds for eligible Sonoma County events that demonstrate the ability to draw visitors to Sonoma County, including overnight stays. SCT will accept applications for the Special Event Sponsorship Program from Oct. 1, 2024 through Nov. 15, 2024. For complete details, including application requirements, evaluation criteria, and timelines, visit the Special Event Sponsorship Program page here.
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Partner Survey Closing Soon | |
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We need your feedback! Sonoma County Tourism is here to drive revenue to your business, and your insights are crucial to shaping our programs. This quick survey (just 10-12 minutes) is your chance to share your thoughts on partner engagement, program value, and your satisfaction with SCT’s initiatives.
Deadline: September 30, 2024
Confidential: We value your honest feedback.
Incentive: Two lucky respondents will win a $200 Oliver's Markets gift card or a $100 Amazon gift card!
Don't miss out—your input makes a difference. Complete the survey today!
Questions? Contact Kelly Bass Seibel at kseibel@sonomacounty.com.
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Sonoma County Hospitality Association September Mixer: A Must-Attend Networking Event!
Mark your calendars for the September Mixer at North Coast Builders Exchange, hosted by George Petersen Insurance Agency and Leap Solutions. This is your chance to connect with top industry professionals, exchange ideas, and grow your network in a stimulating setting.
Date: Tuesday, September 17, 2024
Time: 5-7pm
Venue: North Coast Builders Exchange | 1030 Apollo Way, Santa Rosa, CA 95407
Pre-registration is required, so secure your spot today! The event is FREE for SCHA members, and non-members can join in for just $10. Don't miss out on this exciting opportunity—register now and be part of the conversation!
Dawn Ranch in Guerneville brings home a coveted BLLA 2024 Boutique Hospitality Awards
The Boutique Lifestyle Lodging Association (BLLA) has revealed the winners of its 2024 awards, celebrating the finest achievements in boutique hospitality. Dawn Ranch in Guerneville, California, designed by Bridgeton Studio, won Best Boutique Hotel Design Project, recognized for blending history with elegant, contemporary design. Congratulations to the entire Dawn Ranch team for pushing the boundaries of boutique design!
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