Honoring the Innovators: Parlaying Data, Values, and Vision into Next-Gen Hospitality
SANTA ROSA, CA—In celebration of National Travel and Tourism Week (NTTW), Sonoma County Tourism (SCT) proudly announces the 2025 Stars of the Industry Awards winners. These awards recognize individuals, businesses, and initiatives that exemplify innovation, resilience, and exceptional service within the region’s vital tourism economy.
Each year, SCT’s Stars of the Industry highlight individuals who go above and beyond to elevate Sonoma County’s global brand. This year, they showcase a reimagined visitor experience, community-focused hospitality, and sustainable tourism practices. From frontline heroes and visionary leaders to standout partnerships, the 2025 honorees embody the spirit of the 2025 NTTW theme, ‘Rooted Connection.’
2025 Stars of the Industry Award Winners
- Front of House (Manager): Benjamin Lenhard, The Lodge at Bodega Bay
- Front of House (Non-Manager): Tess Coffill, Courtyard Marriott Santa Rosa
- Heart of House (Manager): Ed Loftesnes, Timber Cove Resort
- Heart of House (Non-Manager): Guillermo Medina, Cattlemens
- Rising Star: Julianne Culley, Sonoma Botanical Garden
- Environmental Stewardship: Dry Creek Vineyard
- Customer Experience: Snoopy’s Home Ice
- Lodging Property of the Year: Flamingo Resort & Spa
- Community Enrichment: St. Francis Winery & Vineyards
- Best Tourism Partnership: J Vineyards & Winery and grantLOVE, founded by Alexandra Grant
- Champion of the Industry: Mitote Food Park
- Visitor Center Program of the Year: Armstrong Redwoods State Natural Reserve
- Visitor Center Volunteer/Staff of the Year: Alice Hunter, Russian River Chamber of Commerce & Visitor Center
- Accredited Hospitality Professional Champion: Danni Randolph, Home2 Suites by Hilton Petaluma
- Legacy Awards: Bill Arnone; Thomas Becker; Percy Brandon; Don Buttaro; Kate Caldwell; Bill Carson; Joe Horak; Paul Kelley; and Ben Stone
- Signature Experience Collection Premier Partners: Bartholomew Estate Winery; Cartograph Wines; Dry Creek Vineyard; The Floathouse Petaluma; Relish Culinary Adventures; Safari West; St. Francis Winery & Vineyards; Sonoma Zipline Adventures; and Timber Cove Resort
“This year’s winners are not just exceptional professionals; they are change agents,” said Claudia Vecchio, president and CEO of Sonoma County Tourism. “Their impact aligns directly with the strategic pillars of our organization, from economic resiliency to impactful experiences, and from destination stewardship to unbiased approaches. They help Sonoma County thrive economically, socially, and environmentally.”
The awards ceremony, hosted by local luminary Matt Villano—a nationally published journalist with deep local roots—brought together tourism and hospitality professionals, civic leaders, and community stakeholders to celebrate the collective impact of an industry that supports over 21,000 local jobs and generates more than $2.4 billion in annual economic activity.
The celebration also provided an opportunity to reflect on SCT’s 20-year history and anticipate programming and initiatives to advance the tourism industry into the next 20 years. As part of the celebration, SCT acknowledged the visionary leaders whose early efforts unified a once-fragmented tourism landscape, laying the groundwork for Sonoma County Tourism. These pioneers were honored with the Legacy Award, celebrating their instrumental role in establishing SCT and promoting tourism as a driving force for economic vitality, cultural connections, and community resilience.
The celebration also underscored SCT’s key forward-looking campaigns and initiatives, including:
- Wine Country for All of Us, reframing the visitor experience through social inclusion, belonging, and accessibility, including a partnership with Wheel the World to inform and enhance travelers requiring accessibility offerings
- THIS IS WINE COUNTRY, a campaign redefining Sonoma County’s global identity through showcasing the region’s authenticity, diversity, and local pride
- Signature Experiences, immersive offerings led by local innovators
- Customized industry education and partner programming that helps drive business in an evolving global marketplace
As the travel landscape evolves, SCT’s integrated strategy—combining partner collaboration, rigorous data analysis, and place-based storytelling—ensures that Sonoma County remains one of the world’s most desirable, sustainable, and inclusive destinations.
About Sonoma County Tourism:
Sonoma County Tourism is the official destination stewardship organization for California’s Sonoma County. Committed to creating a vibrant economy by fostering inclusivity, sustainability, and community connections, SCT promotes the region as a welcoming haven for all. Learn more about our innovative work to responsibly enhance the local economy: https://www.sonomacounty.com/partners/about-sonoma-county-tourism/.
# # #
For additional details, media inquiries, or partnership opportunities, please contact:
Birgitt Vaughan
Sonoma County Tourism
publicrelations@sonomacounty.com