Today, 67% of travelers say experiences influence their choice of destination. They’re not just visiting a place; they want to truly connect with it. Travelers seek authentic, immersive experiences that reflect the heart, soul, and people of a destination, creating meaningful memories that last well beyond their trip.

Building on the success of our first cohort, Sonoma County Tourism is excited to launch the second round of Sonoma County Signature Experiences in partnership with the Veneto Collaboratory. This next phase will bring together a new group of 11 partners to participate in a hands-on experiential development program designed to help businesses craft, refine, and deliver exceptional, market-ready experiences. 

This program is open to partners across a variety of sectors who are committed to elevating their offerings and contributing to Sonoma County’s collective story. 

Partner Benefits & Commitments

Benefits

  • Be part of a highly marketable, branded collection of Sonoma County Signature Experiences 
  • Develop unique, high-value offerings that create proven, new revenue streams for your business 
  • Participate in a hands-on masterclass in experience design 
  • Receive expert monthly coaching and mentorship from industry leader Joe Veneto 
  • Access a comprehensive toolkit with templates, videos, workshops, and marketing resources 
  • Gain increased exposure through Sonoma County Tourism’s digital marketing channels, media relations outreach and industry referral network  
  • Attract new audiences across leisure, local, meetings, and group travel markets 

Partner Commitments

  • Participate in at least seven monthly sessions with Joe Veneto (virtual or in person) to develop, refine, and stage your experience(s) 
  • Dedicate internal resources to support program goals and deliverables 
  • Attend monthly partner workshops and collaborative sessions    
  • Engage in research, scripting, and storytelling to bring your experience to life 
  • Develop web content, including a dedicated landing page to promote your experience(s) 
  • Implement marketing, promotional, and sales strategies to successfully launch and sustain your experience(s) 

Participation Cost

The cost for Sonoma County businesses to participate in the experiential development program is $2,500 (broken into two payments). Your investment covers a small portion of the total cost for the experience development, marketing, support, and photography. Sonoma County Tourism will underwrite the balance of the experience development and provide marketing and support for the overall program. This cost covers the training and inclusion in all Sonoma County Signature Experiences marketing throughout the FY26-27 year (July 1, 2026 – June 30, 2027). 

Important Dates

The project will run from June to January 2027. 

May 11, 2026 — Application Deadline
Mid-May 2026 — Selection & Notification
June 15, 2026 — Deposit Due (50% – $1,250)
June 15, 2026 — Project Kickoff Workshop
Mid-June 2026 — One-on-One Consultations Begin
January 2027 — Experience Launch

Joe Veneto Headshot About Joe Veneto
Joe Veneto is a nationally recognized speaker and the founder and principal of Veneto Collaboratory, a management consulting and training company. He collaborates with destination marketing organizations, travel suppliers and service-related companies to create results that generate economic development and drive customer loyalty. He is an expert in the design, development and distribution of compelling unforgettable visitor experiences. Joe has worked with destination marketing organizations and travel attractions throughout the North America, including Philadelphia, PA; Scottsdale, AZ; Hilton Head, SC; Houston, TX; The Mall of America, and many more.

Submit Below

Signature Experience Application

Sonoma County Tourism is delighted to announce the second cohort of the Signature Experiences program and invites interested businesses to apply! The program development phase will run from June 2026 through January 2027 with the experiences launching in Spring 2027. For 2026/27, eleven (11) businesses will be selected to participate in this program.  

 This application is designed to provide the information needed to help ensure both the applicant and Sonoma County Tourism understand how the business might maximize this program.  

Please note, applications are due: Monday, May 11, 2026

Contact Information

Potential Experience(s) For Consideration

Accessibility & Inclusivity

Experience Logistics & Readiness 

Experience Capacity & Schedule: 

Project Readiness & Timeline:

Community Connection & Partnerships

Sustainability & Long-Term Commitment 

Our goal is to market and support the developed experience for a minimum of three (3) years. 

Measures of Success

By typing my name below, I, as a representative of the applicant organization, agree to the terms listed above and acknowledge that the information submitted in this application is true to the best of my knowledge and ability.

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