Working With Sonoma County Tourism

Sonoma County Tourism (SCT) exists to drive business to the county and to our partner businesses. Lodging properties, restaurants, wineries, attractions and visitor experiences, and the wealth of outdoor and cultural activities provided to visitors comprise a vibrant and critical component of the Sonoma County economy.

As a destination stewardship organization, SCT is committed to developing programs that bolster business and work to protect and preserve the long-term natural and cultural resources of the region.

Working with SCT provides tourism and hospitality entities business-building benefits through extensive sales and marketing programs dedicated to increasing demand for the destination and your business. We welcome the opportunity to work with you to elevate brand awareness and ultimately drive customers to the destination and to your door.

We truly believe Life Opens Up in Sonoma County! We want that same vibrant messaging to work for your business.

To help partners better understand the available opportunities, we’ve compiled this overview of the programming specifically designed to help tourism industry businesses thrive. We encourage everyone to watch for upcoming communications and check the industry section of SonomaCounty.com for updated opportunities.

To help ensure your business is ready to take advantage of the myriad opportunities available throughout the year, be sure your listing and images are updated! Log into the Hospitality Hub at SonomaCounty.com to make updates. Contact hospitalityhub@sonomacounty.com with any questions.

To see how these programs fit into the full SCT strategic plan, visit SonomaCounty.com and click on the Strategic Plan link. Thank you for your partnership!

To contact us:

General Information: info@sonomacounty.com

Marketing: marketing@sonomacounty.com

Public Relations: publicrelations@sonomacounty.com

Website: interactive@sonomacounty.com

Image & Video Library: images@sonomacounty.com

Business Development: sales@sonomacounty.com

Community Engagement: communityengagement@sonomacounty.com

Accredited Hospitality Professional Program: ahp@sonomacounty.com

Hospitality Hub: hospitalityhub@sonomacounty.com

CONSUMER MARKETING AND PUBLIC RELATIONS

More than half of SCT’s budget goes toward consumer marketing and public relations outreach. This means partnership opportunities within this area are backed by the funds to ensure the program elements are seen by critical audiences and partners are given maximum exposure.

Following are a few of the benchmark pieces available for partners. Additional opportunities arise throughout the year as campaigns are developed. Be sure to watch SCT newsletters for ongoing ways to drive your business through marketing partnerships!

More information about these opportunities can be found at the industry section of SonomaCounty.com.

Research and Industry Insights

As a research-driven organization, SCT is committed to providing research that conveys tourism industry performance as well as economic impact and consumer sentiment. This research is provided at no cost in the Research & Reports section of the website. From time to time, SCT will conduct proprietary research for a particular industry sector or special need. If interested, you may be able to participate through adding questions to the survey that will help inform your business.

SonomaCounty.com

SonomaCounty.com is the official website for visitors to Sonoma County. SCT recently re-launched this website, with many enhancements and optimizations. Visitor-facing businesses in Sonoma County are offered a partner landing page, as well as several ways to promote your events, deals, and offerings. In addition, paid opportunities including banner ads, sponsored content and featured business listings are available.

Consumer eNewsletter

Received by nearly 145,000 opt-in subscribers with an average open rate of more than 45%, the monthly Sonoma County enewsletter plus custom and coop emails reach a highly engaged traveler, actively planning a visit to Sonoma County. Partners can purchase additional exposure opportunities within the enewsletter.

Visitors Map

To help ensure visitors have a hands-on and information-rich resource, SCT produces an annual map that offers a full Sonoma County visual overview including wineries and key places of interest. The map also offers information about visitor experiences in a variety of areas and links to important traveler resources. Through this essential traveler piece, partners can connect with visitors through a variety of advertising options.

Seasonal Inspiration Guide

SCT produces two seasonal digital Inspiration Guides (Spring/Summer and Fall/ Winter). These guides offer partners a unique opportunity to connect with potential visitors through a timely and seasonal messaging strategy. A variety of advertising options exist within this digital publication.

SonomaCounty.com's Booking Engine

Advanced Reservations Systems (aRes), our online reservation system partner, offers our accommodations and attractions partners opportunities to market your property via the SonomaCounty.com booking engine. aRes offers customized solutions to fit your needs.

Contact SCT’s Account Manager: Sandra Humphreys at sandra.humphreys@arestravelinc.com.

360 Interactive Videos

SCT has a partnership with Threshold 360, a powerful virtual tour program, that captures partner businesses through a 360° interactive video. This immersive tool is added to your listing on SonomaCounty.com and Google Maps. Virtual Tours are a proven and effective way to showcase your business, provide a visual overview of key selling points, and generate interest and leads. The filming and hosting of these Virtual Tours is a complimentary service SCT provides our business partners. For information on inclusion in partner marketing opportunities, email marketing@sonomacounty.com.

In-market Press Trips

Media Missions

During the year, SCT identifies opportunities for partners to join SCT in desk side briefings and other events in key media markets. These opportunities offer partners the chance to meet with journalists and pitch story ideas. When these trips are scheduled, partners will be informed though our eNewsletter, so be sure to watch for updates.

Welcoming and hosting journalists in Sonoma County is a tremendous way to gain maximum media coverage. When writers visit, SCT offers partners opportunities to participate in the immersive itinerary, including lodging, meals, activities, transportation, and amenities. Partners who participate often receive great media coverage due to the journalist’s experience with the property or product. If you’re interested in hosting or participating in these events, let the SCT PR Team know and we will work to accommodate your participation as appropriate for the topic and writer.

For more information on opportunities, email publicrelations@sonomacounty.com.

The Sonoma County App

Planning the perfect trip to Sonoma County is now easier than ever!

Sonoma County Tourism’s mobile app allows visitors the opportunity to create a personalized itinerary, participate in challenges, and win experiences and rewards.

Whether visitors know what they are looking for or need a little help, they can discover thousands of unique businesses, events and experiences by location, interest or activity, and get inspired to try something new.

SCT partners who have a listing on our website automatically have a listing on the app!

BUSINESS DEVELOPMENT

The Business Development team, comprised of Meetings and Travel Trade professionals, works to bring both domestic and international groups and leisure visitors to Sonoma County. The team actively promotes Sonoma County, our partners, and unique selling points through a comprehensive sales strategy with the key objective of positioning Sonoma County as a premier overnight destination.

PARTNER OPPORTUNITIES EXIST WITHIN SEVERAL PROGRAMS:

Trade Shows & Industry Conferences

The business development team deploys an extensive travel schedule, which includes trade shows, conferences, and client events. Each event is carefully selected to maximize Sonoma County’s exposure and relationships with meeting planners, tour operators, and other travel professionals who are responsible for promoting and booking travel. SCT negotiates reduced rates for our partners to join our team at certain events. Rates are nominal and typically cover partner registration and other activities. Travel related costs remain the partner’s responsibility. These opportunities are posted on the website and communicated via e-newsletters.

Familiarization Tours (FAM’s)

SCT hosts meeting planners, tour operators and media in Sonoma County to introduce each group to the destination and our partner businesses. Partners can increase awareness of their property by participating in FAM’s and showcasing their product to decision makers. FAM’s are scheduled periodically and SCT will offer participation opportunities, including hosting, timing, expectations, and possible fees and other costs in advance.

Sales Missions and Client Events

SCT hosts sales missions and client events, such as in-person presentations, receptions, special events, and other experiences in select markets throughout the country to promote Sonoma County. Partners are strongly encouraged to attend these missions and client events. Participation in these events is either complimentary or provided at a fee based on the design and scope of the event.

Domestic and International Travel Trade Outreach

SCT works with the travel trade industry on both the domestic and international level to build awareness of the destination. The team works with travel agents, tour operators, receptive operators, and other travel professionals to help ensure Sonoma County and group business properties are included in tariffs, itineraries, and other sales opportunities. Travel Trade efforts follow a comprehensive sales plan that includes trade show participation, industry partnerships, sales missions, and FAM tours.

For more information and inclusion opportunities, please contact the Business Development team at sales@sonomacounty.com.

PLANNER BOOKING INCENTIVES

SCT offers several programs to assist our partners in the sales and contracting process of groups and meetings. Terms and conditions apply. Please connect with the Business Development team for details.

Master Account Rebate

A monetary program that offers corporate groups a rebate to their hotel master account when booking a program at the partner property.

3rd Party Incentive Program

A lucrative incentive for 3rd party meeting planners to book new programs and events in Sonoma County by offering additional meeting planner commissions. The additional commission, between 1–5%, can be used as a negotiating tool when competing for business with other regions and hotels.

Arcade Incentive Program

This program runs on a point system allowing planners to accumulate points that can be redeemed for various services and experiences.

Sales Support Program

The support program provides financial support to hotels to advance group and/or leisure related business. The program offers funding for unforeseen or unbudgeted costs, where the expense would increase the program being contracted at the property.

COMMUNITY ENGAGEMENT

Partnership opportunities within the Community Engagement arena are largely complimentary for businesses and individuals. These programs are designed to elevate your business through enhancing your brand; creating opportunities for social responsibility; and educating your team about Sonoma County’s intellectual, natural and cultural resources.

The Hospitality Collaborative

Allowing the SCT team to have a solid understanding of what makes your business so special will help us sell it! Through the Hospitality Collaborative program, the SCT team will come to your area and meet with a collaborative of local area businesses. A casual setting at a host site in the community allows for partners to share and results in an organic conversation. SCT can support, but also make sure you know how to engage with the opportunities we offer.

If you are interested in participating or have questions, please contact communityengagement@sonomacounty.com.

Sonoma County Tourism Cares

Giving back to Sonoma County is an important component of SCT’s operations. The Community Engagement team coordinates three to four volunteer events per year. Watch for upcoming communications to ensure you are part of the tourism industry’s efforts to care for Sonoma County.

Responsible Travel

SCT strives to create and adopt best practices aimed at protecting and preserving our destination. We are committed to working with our hospitality partners to help develop sustainable practices, as well as help identify and promote responsible practices you are already engaged in. Please visit sonomacounty.com to learn more about our sustainability programs.

Share Your Sustainability Practices

Visit the industry section of SonomaCounty.com to share your current sustainability practices. This helps us understand where your business is on its sustainability journey and gives us the opportunity to share your story.

Join the Leave No Trace Coalition

Join the Sonoma County Leave No Trace Coalition, an award-winning initiative by Sonoma County Tourism, Sonoma County Regional Parks, and the Leave No Trace organization, to help mitigate environmental impacts in area parks, preserves, and other outdoor recreation locations. SCT offers online training modules; free window clings, posters, tent cards, and pamphlets; and access to digital assets like photos, videos, and guides. Associating your business with Leave No Trace is an easy way to emphasize to customers your commitment to protecting the natural environment.

Become a Kind Traveler Partner

SCT’s partnership with Kind Traveler, a philanthropic hotel booking platform, enables participating hotels in the county to share exclusive offers on the Kind Traveler platform to incentivize visitors to give back to selected charities. Kind Traveler also offers an “Every Stay Gives Back” scheme, which automatically harnesses donations with every guest stay to local Sonoma County charities, regardless of where the booking originated.

Rewards for Rubbish

We also offer hospitality partners access to a free program called Rewards For Rubbish, which empowers local businesses to incentivize volunteers to collect litter in exchange for treats and prizes. SCT covers the entire costs of the program, providing all supplies and rewards.

Crisis Planning and Management

Sonoma County is no stranger to crisis. Crises can be better managed when we have a county-wide, coordinated effort. Helping to ensure the tourism industry has a coordinated approach to managing crises, whether this be a natural incident such as a wildfire or flood, or another type of crisis, will help us all to mitigate the damage. Crisis pages on SonomaCounty.com are created and updated as the need arises.

In partnership with Sonoma County’s emergency response team, SCT has materials that can be displayed in your back office or for guests that can help inform people of what to do in case of a crisis. Ensuring your staff is well prepared and guests have the comfort of information readily available is the first step to managing a crisis.

To create your own crisis plan, a Crisis Management Blueprint is available on SonomaCounty.com in the Be Prepared section.

EMERGENCY INFORMATION FOR SONOMA COUNTY

REVIEW THIS INFORMATION, JUST IN CASE.

YOU ARE CURRENTLY LOCATED AT:

Emergency Contact List

• Need help Now? Call 911

• For non-emergency information call 211 or 1-800-325-9604

• Local hospital emergency room is located at:

Go to SoCoEmergency.org for local emergency updates.

To receive text alerts from local emergency agencies text current your zip code to 888777 (Nixle) to opt-in.

Local News and Information

KSRO Radio: 103.5 FM - 94.5 FM - 1350 AM

KQED Public Broadcast: Radio 88.5FM - TV Channel 9

KZET Radio: 90.5 FM

KBBF Radio (Spanish): 89.1FM

This copy is for guest review, please do not remove.

EVACUATION ZONE:

ACCREDITED HOSPITALITY PROFESSIONAL (AHP)

This educational initiative was designed to provide the Sonoma County hospitality workforce a comprehensive curriculum based on the foundational elements that make Sonoma County so unique.

Each course provides critical information and tools for creating authentic engagement with our visitors. The Foundational Five are designed to cover key areas of Sonoma County and its hospitality economy:

• The Power of Tourism

• Natural Environment and Sustainability

• Wineries & AVA’s

• Art, History & Culture

• Customer Service & Visitor Safety

Creating strong customer service and confidence amongst this group of professionals and our industry is at the core of our tourism economy.

The calendar of classes, how to register and more information can be found at www.sonomacountyAHP.com.

*Limited or no additional fees beyond the initial course of $45 and $20 annual renewal; education and networking opportunities included.

Benefits for the Professional

• Certificate of Accreditation, lapel pin and other means of displaying their AHP status.

• Education experiences and professional development (partner experiences and additional trainings to grow their knowledge).

• Networking and social opportunities.

Benefits for Your Business

Have Your Staff Accredited:

• Key team members or your whole staff.

• Host your own class or join our public sessions.

Join Our Educational Experience Platform:

• Host a group of AHP’s to experience what you are offering to visitors.

• Educational experiences include Master Class Series; Lunch and Learns or Coffee Connects; Taste and Tours; Community Insights.

GENERAL PARTNERSHIP OPPORTUNITIES

SCT welcomes your content submissions. There is no cost to our partners to submit images, social media posts and other content that helps convey the Sonoma County “Life Opens Up” brand. Great content makes all programs more compelling!

Content

Every day Sonoma County Tourism uses content including offerings, events, images and operations information. To help ensure your business is included when appropriate, please be sure to update your listing on the Hospitality Hub at SonomaCounty.com.

Still Images and Video Shoots

From time to time, SCT teams will coordinate with partners on locations for video and photography shoots. These images may be used for a variety of purposes including sales and marketing videos, social media content, advertising, public relations, website imagery and more. SCT works to ensure entities from around the county and representing various industry sectors are included in these shoots.

Share Your Images and Video

Sonoma County Tourism loves partnering to help promote the destination. While we maintain an extensive library of photography and videography, we’re always looking for digital images and b-roll footage of local tourism-facing businesses, and especially our visitors enjoying the many experiences throughout our destination. If you are able to share your photography and videography/b-roll assets with SCT, they greatly enhance our ability to promote your business.

How to Submit:

To submit your assets, please email images@sonomacounty.com for upload instructions, or with any questions. Make sure to include all details, keywords (name of business, location, subject matter of imagery, etc.), as well as any rights restrictions (expiration dates, limits to where/how we can use the assets). All video must be filmed horizontally. Following a review by SCT, we will then upload your assets to our media library for a variety of internal and external marketing uses.

Opportunities are updated frequently. Visit SonomaCounty.com for the most current offerings.

Sonoma County Tourism (SCT) is the official destination stewardship organization of Sonoma County, dedicated to promoting overnight stays and creating a sustainable hospitality economy throughout the region. SCT is a private, non-profit 501(c)6 organization. It is governed by a volunteer board of directors, with input from committees, stakeholders, and the general public.

Mission: Inspire travel to Sonoma County that strengthens our economy, reflects our diversity and encourages stewardship of our community’s resources.

Vision: Sonoma County will be the leading destination for responsible travelers who enjoy, protect and preserve our community’s bountiful natural and cultural resources.

Values: Community-centric, Creative, Entrepreneurial, Inclusive, Transparent and Trusted

Sonoma County Tourism

400 Aviation Boulevard, Suite 500 Santa Rosa, CA 95403 (707) 522-5800

SonomaCounty.com