Sonoma County Tourism (SCT) has officially launched a new video series entitled “Cultivated in Sonoma County” that shares the engaging, often untold stories behind the destination’s local flavor in a meaningful, down-to-earth way. The series captures a first-person perspective of several notable makers who each describe the inspiration behind their community-driven products and services that are only found in Sonoma County.

As SCT’s current Life Opens Up campaign focuses on creating human and emotional connections with visitors, “Cultivated in Sonoma County” establishes the interconnectivity of the community as an integral part of the destination’s offerings. Each video takes viewers on a journey into the lives of local makers and artisans who are cultivating hyperlocal travel experiences that highlight Sonoma County’s ethos of community and sustainability.

“As travel experiences become commoditized, it’s the people behind the experiences and their local partners who communicate the nuances of Sonoma County best,” said Todd O’Leary, VP of Marketing and Communications at Sonoma County Tourism. “This series delivers on that movement, with the makers talking very personally about why they have chosen Sonoma County as the place to create these products and experiences.”

Currently, “Cultivated in Sonoma County” video series is featuring three stories: Asian American Herbalist Erin Wilkins of Herbfolk in Petaluma; LGBTQ+ winemaker Brad Beard of Mercury Wine in Geyserville; and Jenny and Mike Griffo, owners of Griffo Distillery in Petaluma. Sonoma County Tourism has created a landing page at where viewers can see all current episodes. SCT is currently contracted to produce a total of 10 videos. Further development beyond the initial ten will be predicated on the success of the initial ten videos. Viewers interested in seeing future episodes are encouraged to subscribe to the Sonoma County Insider enewsletter, that features new episodes as they launch.

“Sonoma County is made up of incredible individuals who care for the land and each other, who cultivate the world-class wine, agriculture-driven cuisine, natural wellness, and outdoor experiences that are enjoyed by both locals and visitors alike,” said Claudia Vecchio, President & CEO of Sonoma County Tourism. “It is our goal to welcome responsible travelers passionate about purpose-driven experiences and inspire visitors to take part in the intimate, sustainable, local experiences with our makers.”

As part of Sonoma County Tourism’s commitment to sustainability, visitors are encouraged to review and commit to the destination’s own Leave No Trace Seven Principles.

About Sonoma County Tourism
Sonoma County Tourism is the region’s official Destination Stewardship Organization. Through a multi-channel sales and marketing program, the organization promotes Sonoma County as a global visitor and meetings destination, where diversity thrives, and everyone is welcome. Leveraging the region’s unmatched assets, wine, culinary, wellness and sustainability continue to define its character. Pre-pandemic, tourism generated $2.3 Billion in visitor spending, $194 Million in tax revenue and employed more than 23,000 Sonoma Countians. Post-pandemic, SCT will work with partner businesses to rebuild the tourism economy, regain critical revenue and reestablish a vibrant workforce. For more information, visit

Media contacts:

Birgitt Vaughan, Sonoma County Tourism – [email protected]
Anna Yan, Sonoma County Tourism – [email protected]

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