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Save the Date
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SCTB Annual Meeting Slated Sonoma County Tourism Bureau is holding its annual meeting at 7:30 a.m. on Thursday, Feb. 9, at Hyatt Vineyard Creek Hotel, 170 Railroad St., Santa Rosa. The discussion will center on SCTB's key accomplishments, challenges and opportunities in 2011, as well as the organization's 2012 goals. The breakfast event is free; however registration is required by Friday, Feb. 3. Please RSVP by filling out the form at www.sonomacounty.com/partners, or by calling 707-522-5800. |
President's Message: New Year, New Programs
| |  From SCTB's President/CEO Ken Fischang
At our Feb. 9 annual meeting, SCTB will review our work from 2011 and unveil our plans for 2012 and beyond.
Formulated with input from hundreds of our stakeholders, we strive to show a positive return on investment by allocating resources where we can gain market share.
I look forward to seeing you at our meeting on Feb. 9.
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SCTB partners with Alaska Air for Q1-Q2 promo
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SCTB is partnering with Alaska Airlines to bring more overnight business to Sonoma County during our slower period in the first and second quarters of 2012 (January through June).
The campaign launches Monday, Jan. 16. This joint campaign will include
- Dedicated web site from SCTB with specials
- Dedicated web site from Alaska Airlines some offers
- Email blasts from SCTB and Alaska Airlines
- Advertising in these markets and travel show attendance to promote the campaign
- Public relations push from SCTB staff to media in Los Angeles, Seattle and Portland
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Deadlines and Opportunities
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Get Your Share of the $758 Billion Travel Market
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You're invited to attend a seminar on working with international tour operators and receptives, sponsored by the experts from Bric Marketing Group and the North Coast Tourism Council.
Join us on Wednesday, Jan 18 at two locations in the North Coast:
- 9-11 a.m., Harbor Lite Lodge (conference room), 120 N Harbor Dr Fort Bragg, CA 95437
- 1:30-3:30 p.m., Best Western Dry Creek Inn, 198 Dry Creek Road, Healdsburg, CA 95448
The seminar will be presented by Jason Pacheco, a 25-year veteran of the travel and tourism industry.
Through targeted marketing and promotional efforts, he develops travel programs aimed at international tour operators.
Topics include:
- Travel trade jargon- what exactly is a tour operator?
- Identifying the trade and channels of product distribution
- Evaluating the potential of wholesale business
- Should you be working with the trade at all?
- Overview on how to reach the markets
- Current market trends
- North Coast's major international markets
In addition, Diane Montanez, an independent hospitality and tourism consultant, will provide valuable information on how to work with receptive operators. Including:
- What are net rates
- Net rates and the booking process
- How to position the product
Who should attend?
Business who are already working with tour operators or are looking to tap into this market. This includes lodging, attractions, wineries and restaurants/caterers.
This seminar will be beneficial to businesses with all levels of experience and knowledge. Don't miss this opportunity to learn how to expand your market and raise occupancy and revenue.
To register for this free seminar, or for more information, email Richard Strom at richard@visitmendocino.com or call 707-964-9010.
Include your contact information and which seminar you want to attend.
To register for this free seminar, email Richard Strom at richard@visitmendocino.com. Include your contact information and which seminar you want to attend.
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Receive Special Admission for Fancy Food Show
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The Winter Fancy Food Show, slated for Jan. 15-17 at San Francisco's Moscone Center, is the West Coast's largest specialty food and beverage event. SCTB partners can attend for $25 if you register by the end of the day on Friday, Jan. 13. Visit http://bit.ly/bR1kwz and use the promotion code WDS34.
Discover 80,000 specialty foods and beverages from 1,300 exhibitors spanning more than 35 countries. Network with 17,000 of your peers and build new relationships. Learn from industry experts with 20-plus educational seminars tastings and tours.
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Sunset Account Manager to Visit Area
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Erin Capuchino, regional account manager for Sunset's California Travel Media (CTM) division, is visiting Santa Rosa and Sonoma County Jan. 27-29 and Feb 4, to update SCTB partners about new opportunities CTM will have available in 2012.
She is looking for complimentary meeting space for her presentation at 2 p.m. on Friday, Jan. 27. If your venue is available please contact her directly. If you'd like to host this seminar, contact Erin at 559-308-1767, or erincapuchino@gmail.com.
Capuchino will also share some free ways to promote your businesses on VisitCalifornia.com.
Please notify Erin if you're interested in attending. She will email those interested the location of the presentation. Also, if you can't make the presentation, she does have some private appointments available during her trip. Contact her at 559-308-1767, or erincapuchino@gmail.com.
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Half Marathon Organizers Looking for Partners
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On Saturday, Oct. 27, more than 2,200 runners will run in the Healdsburg Wine Country Half Marathon.
Destination Races, a Sonoma-based company, puts on this lifestyle event that attracts runners from around the country.
Most runners - who travel with friends and family - stay at least one night in lodging accommodations, so there are opportunities for tours, attractions, and wineries to entice this high-end group of visitors to not only enjoy Sonoma County on race day, but encourage them to stay and explore the region for a long weekend.
Destination Races will publicize any special offers from SCTB partners on the race website. There are additional ways to get added exposure, from a virtual race bag, to a booth at the race expo Friday Oct. 26 at the Hyatt Vineyard Creek, to exclusive tours and events, and more.
For more information please contact Lisa Bolger at lisa@destinationraces.com.
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Smith Travel Research December Report
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LGBT Research Released
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Findings from Community Marketing, Inc.'s (CMI) 16th Annual Gay & Lesbian Tourism Study have been announced. This year, CMI had over 10,000 LGBT participants take the survey.
Overall, the LGBT community has increased their travel in the last year, compared to the year before. Most destinations surveyed increased LGBT travel by 1 to 3 percent in the past year. This is in contrast to the last two years, which saw a decrease in LGBT travel due to the recession.
Survey results suggest the mid-range market is the biggest group among LGBT travelers, followed by economy/budget, and then luxury.
The LGBT economy/budget market is larger than many people assume. More LGBT travelers consider themselves to be "economy/budget travelers" than "luxury travelers," indicating an opportunity for every tier of travel marketers.
Once gay men or lesbians have children, family-friendly travel preferences become more important than LGBT-friendly travel preferences by a 2-1 margin.
71 percent of gay men and 62 percent of lesbians own a smart phone, and 60 percent of LGBT smartphone owners use their smartphones during their trips to finds local tourism resources.
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Sonoma County in the News
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ABC's The Bachelor Lights Up Sonoma
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Wow, never underestimate the power of ABC's "The Bachelor."
In the first 24 hours of the episode that featured Sonoma County aired, the traffic to the BeautifulPlaces website has more than doubled and almost crashed with fans and romantics checking out Vineyard Knoll, Ben's Sonoma Valley digs and the other wine country villas BeautifulPlaces has for rent, http://beautiful-places.com.
In fact, if you're looking for something special for Valentine's Day, Vineyard Knoll is still available. Sorry, gals, Ben is not included.
Visit http://bit.ly/y9SUe5 to find out how to visit Sonoma County, Bachelor style.
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Sonoma County Sparkles in the News
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Fritz' Underground Winery was recently touted as a place to visit in 2012 in USA Today, http://usat.ly/voLSam.
Patty Burness, a travel and lifestyle writer from San Francisco, recently posted articles about Sebastopol and the Russian River Valley:http://bit.ly/trXgdl, and
http://bit.ly/z96dfW.
In November, Sherrie Perkovich, a wine, food, and travel writer from San Francisco posted an article in the Washington Times Communities about post-Thanksgiving activities in Sonoma Valley, http://bit.ly/t9UHKS.
Sebastopol also got a write up in the New York Times, courtesy of Emily Brady, http://nyti.ms/rqCqOG .
Sharzad Kiadeh, a lifestyle blogger, offered Los Angeles a glimpse into the Carneros region - Sideways in Sonoma, http://bit.ly/tbwaPL.
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Record Number of Visitors' Spending Expected
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Thanks to a jump in tourism, visitor spending in the Golden State may hit a record this year, with continued growth in 2012.
By the end of the year, domestic and international visitors to California will have spent $104.4 billion, a 10 percent increase over last year.
Travelers to California spent $95.1 billion in 2010, but the state this year is expected to exceed the $100-billion mark for the first time, thanks to continued growth in domestic travel and a surge in international travel to the state. Read more in this Los Angeles Times article, http://lat.ms/vnT9GJ .
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Travel Advocates Seek Visa Reform
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Retailers, travel and trade advocates are pushing Congress to pass legislation that will give federal agencies the tools they need to reduce wait times and clear the backlog of visas for foreign tourists.
The National Retail Federation, U.S. Chamber of Commerce and U.S. Travel Association argue that eliminating delays and barriers, especially for tourist visas for China and Brazil, where demand is especially high, could bolster the struggling economy.
The average tourist traveling to the United States spends $4,000 whereas a tourist from China spends $6,000. With the Chinese middle class expanding to nearly the size of the U.S. population, French argues the U.S. is missing out on attracting high-end travelers.
Spending by Chinese visitors is expected to grow 232 percent to $16.6 billion by 2016. That would make Chinese tourists the seventh largest tourist market for the U.S. Read more at http://bit.ly/ryVhev.
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Are You Speaking Sonoma?
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Are you speaking Sonoma? They are at Rodney Strong Vineyards. Dan Wildermuth, vice president of marketing, submitted his own Sonomaism: Sonoset - The beautiful sunset you experience anywhere in Sonoma County. This photo is from behind the winery.
Speak Sonoma, is SCTB's multi-year advertising and marketing campaign. Sonomads wielding forkscrews go coasting in Sonoma County. Visitors may want to experience the full Monte Rio before going corkhopping at some of the region's more than 300 wineries.
Translation: People who embrace the wanderlust of the region carry a handy utensil to facilitate wine and food pairings and spend time exploring the magnificence of Sonoma County. You may want to experience canoeing, hiking, and exploring the great outdoors in western Sonoma County before going wine tasting.
Learn the language at http://bit.ly/wcwaIP and talk to visitors about it. On the website is a glossary, an opportunity to order a wine map and visitors guide, as well as an opportunity to win an immersion experience in Sonoma County.
Perhaps visitors will be inspired to pledge their zinfandelity to Sonoma County.
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Brand USA Gains Traction
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Brand USA (formerly the Corporation for Travel Promotion) was created for the purpose of encouraging travelers from all over the world to visit the United States of America.
Brand USA, through its call-to-action "Discover America," will encourage and inspire travelers to explore America's boundless possibilities.
Watch the video at http://bit.ly/vsm5hD.
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