Today’s savvy travelers are experience junkies and want to be immersed in the places they visit.  They crave authentic experiences that connect them with the heart, soul, and people of a destination and seek memories that last a lifetime.

Sonoma County Tourism is partnering with the Veneto Collaboratory to launch a collection of new Sonoma County Signature Experiences.  Program partners will be able to participate in this unique experiential development program designed to assist partners in a variety of sectors to design, create and deliver unforgettable customer experiences.

Even if you’ve participated in previous Veneto Collaboratory visits or meetings and are interested in this program, please do join us for this call.  This will provide the program details that have been developed since those meetings.

Join the Veneto Collaboratory and SCT for a kick-off call to learn more about the program, the commitment required by partners and program buy-in costs.

Visit the Veneto Collaboratory website to learn more about the company and programs developed for other destinations.

Partner Benefits & Commitments


  •  Be part of an exclusive, branded collection of Sonoma County Signature Experiences.
  • Create unique, new offerings and revenue streams for your business.
  • Participate in a master class in experience design.
  • Receive expert monthly coaching and mentoring from experienced consultant Joe Veneto.
  • Obtain  a  toolkit filled with skill-building templates, videos, workshops and marketing materials
  • Gain exposure and marketing by Sonoma County Tourism via digital content.
  • Attract more business from leisure, local, meetings, and group travel markets.

Partner Commitment:

  • Commit to at least seven monthly meetings with Joe Veneto (virtually or in person) to assist you in developing, crafting, scripting and staging your experience(s).
  • Assemble all necessary resources within your organization to achieve the agreed-upon goals.
  • Attend valuable monthly partner workshops.
  • Commit to research, scripting, and story development to support your experience.
  • Develop web content and a landing page(s) to promote your experience(s).
  • Implement promotions, marketing, and sales initiatives to support your experience(s).

Participation Cost

The cost for Sonoma County businesses to participate in the experiential development program is $2,000 (broken into two payments of $1,000). 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 FY24-25 year (July 1, 2024 – June 30, 2025).

Important Dates

The project will run from June to December 2024.

Application Deadline: Saturday, June 1, 2024
Participant Selection and Notification: Friday, June 7, 2024.
50% Participation Deposit ($1,000) Due: Friday, June 14, 2024
Project Kickoff Workshop: Friday, June 21 from 9 – 12 pm
One-On-One Consultations Begin: Week of June 24, 2024
Experiences Launch: Early December 2024

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.