The Visitor Center Operations Grant Program supports Sonoma County visitor centers in providing high-quality, consistent visitor services that enhance the visitor experience, strengthen local communities, and promote Sonoma County as a welcoming destination.

Through this program, eligible visitor centers may receive operational funding to help offset staffing, programming, training, and service-related expenses tied to day-to-day visitor services.

Program Goals

The Visitor Center Operations Grant Program aims to: 

  • Ensure consistent, professional visitor services across Sonoma County 
  • Support staffing and volunteer capacity at Visitor Centers 
  • Improve visitor experience, accessibility, and inclusivity 
  • Encourage collaboration and data-sharing between Visitor Centers and Sonoma County Tourism 
  • Strengthen Visitor Centers as community hubs and trusted visitor resources 

Who Should Apply

This program is intended for: 

  • Nonprofit organizations or public agencies that operate an official Visitor Center within Sonoma County 
  • Organizations that provide in-person visitor services to the public 
  • Visitor Centers that actively promote Sonoma County experiences, businesses, and communities 

Allowable Use of Funds

Grant funds may be used for expenses directly related to Visitor Center operations, including but not limited to: 

  • Staffing and payroll related to visitor services 
  • Volunteer recruitment, training, and support 
  • Visitor Center supplies and materials 
  • Printing of visitor-facing collateral 
  • Technology and software used for visitor services 
  • Training and professional development 
  • Accessibility improvements related to visitor experience 

Funds may not be used for capital construction, debt repayment, or expenses unrelated to Visitor Center operations. 

Grant Amount & Funding Structure

  • Grant awards are distributed quarterly 
  • Award amounts are based on available funding and program guidelines 
  • Funding of applications is contingent upon Sonoma County Tourism’s receipt of Transient Occupancy Funding (TOT) from the County of Sonoma 

Application Timeline

  • Applications Open: March 11, 2026 
  • Application Deadline: April 24, 2026
  • Grant Period: July 1, 2026 - June 30, 2027 

Application Process

  1. Review program guidelines and eligibility requirements 
  2. Complete the online application 
  3. Submit required attachments and documentation 
  4. Applications are reviewed by Sonoma County Tourism staff for eligibility. 
  5. The Sonoma County Tourism Community Engagement Committee reviews the applications received and makes funding recommendations to the Sonoma County Tourism Board of Directors.  
  6. The Sonoma County Tourism Board of Directors approves funding amounts. 

Required Application Information

Applicants will be asked to provide: 

  • Organization and Visitor Center information 
  • Hours of operation and seasonal adjustments 
  • Staffing and volunteer coverage details 
  • Visitor Center services and programming 
  • Data collection and reporting practices 
  • Description of how grant funds will be used 
  • Confirmation of required training completion 
  • Photos and/or video of Visitor Center interior (Threshold 360 capture encouraged) 

Reporting & Compliance

Funded Visitor Centers must: 

  • Submit quarterly performance reports 
  • Provide visitor data and metrics as requested 
  • Maintain required training certifications 
  • Participate in quarterly meetings 
  • Acknowledge Sonoma County Tourism support when appropriate 
  • Failure to comply may impact current or future funding. 

Evaluation Criteria

Applications are evaluated based on: 

  • Ability to meet program requirements 
  • Quality and consistency of visitor services 
  • Staffing and volunteer capacity 
  • Alignment with program goals 
  • Data collection and reporting practices 
  • Commitment to accessibility and inclusion 

Threshold 360 Capture

As part of the application, Visitor Centers are encouraged to submit interior photos and/or video via a free Threshold 360 capture. This helps reviewers better understand your space and enhances your Google listing and online visibility. If a Threshold 360 video is not available please include a video or photos that highlights the overall space and visitor experience.

Schedule your 360 virtual tour capture today!

How to Apply

  1. Fill out the form below
  2. Mail to us
    Sonoma County Tourism
    Attn: Tanya Rainey
    400 Aviation Blvd. Suite 500
    Santa Rosa, CA 95403

Should you have any questions please feel free to reach out to Tanya Rainey, Community Development Manager: trainey@sonomcounty.com.

Visitor Center Grant Application

FY26-27 Visitor Center Operations Grant

A Visitor Center is a dedicated facility that serves as the primary point of orientation, information, and support for travelers to a destination. Visitor Centers provide professional guidance, maps, brochures, and digital resources to help visitors navigate the region, discover attractions, and access lodging, dining, and cultural experiences. 

Staff and volunteers play a critical role in welcoming guests and delivering personalized assistance, ensuring visitors feel informed, supported, and confident in exploring the destination. To best serve the traveling public, Visitor Centers maintain consistent, clearly communicated hours of operation that align with visitor activity and peak travel periods, including weekends and high-traffic times. 

Beyond serving travelers, Visitor Centers strengthen the community by driving visitor spending that supports local businesses and job growth. They provide marketing visibility for small businesses, showcase local culture and heritage, and serve as community hubs that connect local residents and visitors through events, partnerships, and initiatives.

Incomplete applications will not be accepted. 

Disclosures: 

I. Organizational Information

Visitor Data and Metrics: Provide visitor data showing reach, engagement, and year-over-year change.

Fiscal Year

Walk-In

Phone

Email

Website Inquiry

Unique Website Visitors

Facebook Views

Facebook Content Interactions

Total Facebook Followers

Instagram Views

Instagram Content Interactions

Total Instagram Followers

TikTok Post Reach

2023-2024

2024-2025

2025-2026

II. Community Impact

III. Facility and Visitor Experience

Threshold 360 virtual tours can be submitted in lieu of photos and/or video files. Threshold 360 has completed a virtual tour of my visitor center. It is available for viewing on Sonoma County Tourism’s website. If a Threshold 360 video is not available please include a video or photos that highlights the overall space and visitor experience.

Please include a short video or photos that highlights the overall space and visitor experience. If you are having upload issues please email Tanya Rainey at trainery@sonomacounty.com for additional assistance. 

Hours of Operation
Please provide your standard operating hours and note any seasonal adjustments.

IV. Financial Overview

Upload summaries of:

  • Please provide your most recent fiscal year financial statement.
  • Funding Sources: (e.g., grants, donations, earned revenue, memberships)

V. Operational Challenges, Strategy, and Use of Funds

Requested Operational Funding Amount:
Note: Funding is for visitor center operations only

VI. Documents

Please include the following documents with your application. Applications will be considered complete once all required materials have been received: 

  1. Annual Report- please provide an overview of the Center’s activities covering the past year. 
  2. Current roster of Board of Directors, paid employees, and volunteers.
  3. Copy of organization bylaws (if applicable). Note: If you have previously applied for the Visitor Center Operations Grant and your bylaws have not changed, you do not need to resubmit them. 

Agreement

By typing my name below, I, as a representative of the applicant organization, agree to furnish the services as specified and in accordance with this application and the Scope of Services exhibit, which is incorporated herein. I also knowledge that the information submitted in this application is true to the best of my knowledge and ability.