SONOMA COUNTY, CALIFORNIA (August 23, 2019) — Sonoma County Tourism (SCT) and the Charles M. Schulz – Sonoma County Airport (STS) have partnered on the development of new street pole banners along heavily traveled Airport Boulevard in Santa Rosa.

A public unveiling and ceremonial installation are set for August 29 at 10 a.m. just west of Flightline Drive directly in front of the airport office at 2290 Airport Blvd.

Designed to publicize the airport’s nonstop flight service to 11 destinations and to promote Sonoma County’s enriching activities, the collaboration highlights the importance of Sonoma County’s tourism industry. The 54 double-sided banners will be installed along the length of Airport Boulevard, from US 101 west to the airport. Westbound sides will display all 11 nonstop flight destinations, and the eastbound sides will highlight Sonoma County’s outdoor activities, cultural arts, and food and wine experiences.

The ceremonial installation will be attended by Sonoma County Supervisor, James Gore; Sonoma County Airport Manager, Jon Stout; County of Sonoma Transportation & Public Works Director, Johannes Hoevertsz; and Sonoma County Tourism President & CEO, Claudia Vecchio.

The banners were designed by Sonoma County artist Tina DiCicco, who worked with Sonoma County Tourism to develop a graphical design reflecting the Life Opens Up brand. DiCicco’s winning design was chosen after Sonoma County Tourism launched a competition for a designer to illustrate the spirit of the brand.

For the banner creative, DiCicco worked to elaborate on the core design. “Creating a design that captured Sonoma County’s range of experiences, landscapes, inhabitants, and spirit was an exciting challenge for me as a local artist,” said DiCicco. “The foundation of my design reflects these four components as four different sized circles. When the circles link together, they suddenly become a wine glass. From this vessel spills the essence of everything our county has to offer — amazing experiences, a variation of landscapes, a blending of people with a laid-back attitude who value and embrace a robust quality of life.

“The airport banner project was a wonderful opportunity to further the design into several panels celebrating our community and to both welcome visitors and welcome home Sonoma County residents,” she added.

Sonoma County Tourism launched the Life Opens Up brand in August 2018 to help promote the destination to visitors.

“We are thrilled to unveil these new banners as a highly visible way of welcoming visitors to Sonoma County and encouraging them to experience for themselves how Life Opens Up in our beautiful destination,” said Todd O’Leary, vice president of marketing and communications at Sonoma County Tourism.

 “Charles M. Schulz – Sonoma County Airport represents a vitally important asset for Sonoma County,” said Claudia Vecchio, president/CEO of Sonoma County Tourism. “The airport’s increasing flight service enables our visitors to fly into the heart of wine country and immediately start enjoying their Sonoma County vacation. We value our partnership with the airport and are delighted to collaborate with them on this project.”

Jon Stout, Sonoma County airport manager, said, “The Airport set a new monthly passenger record with just over 50,000 total passengers in July, representing a 12% increase over last year. We look forward to continued growth in our passenger numbers, providing Sonoma County residents and visitors with access to more destinations and encouraging greater visitation to our region,” Stout added.


About Sonoma County Tourism

Sonoma County Tourism is the destination stewardship organization for Sonoma County. Tourism generates nearly $2.2 billion annually for the local economy, $193.8 million in government revenue, and supports more than 22,300 jobs.

More than 85 percent of all tourism businesses are locally owned, with around 77 percent having fewer than 25 employees. Hospitality jobs are varied in Sonoma County, with tour guides, restauranteurs, and brewery tasting room staff just as likely to interact with a visitor as a hotel front desk clerk. And this doesn’t include the supporting businesses needed for the industry like commercial laundries, farmers, and all types of business services.

Currently, tourism in Sonoma County brings in $193.8 million in government revenue. Of that, $102.1 million were local taxes. Local tax money is used for regional parks, public safety, economic development, agricultural promotion, and arts and cultural festivals as well as general funds for cities and the county.

Tourism and hospitality has more “taxable moments” compared to other industries, with taxes collected for lodging, sales, rental cars, and airport charges.

Sonoma County Tourism offices are located at 400 Aviation Blvd., Ste. 500, Santa Rosa, Calif. 95403. For more information, call 707-522-5800 or 800-576-6662, or visit

Media Contact:
Devin McConnell Sonoma County Tourism
Specialist, Community Engagement 
400 Aviation Blvd., Suite 500
Santa Rosa, CA 95403
[email protected]

About Charles M. Schulz – Sonoma County Airport

Located in the heart of Northern California’s world-renowned Wine Country, STS is the only airport that offers scheduled air service into the North Bay region. Daily nonstop flights include: Alaska® Airlines to Los Angeles, Orange County, San Diego, Portland, and Seattle; American Airlines to Phoenix, Dallas and Los Angeles; Sun Country Airlines® (seasonal) to Minneapolis and Las Vegas, and United Airlines to Denver and San Francisco. All Airlines offer a wide range of connecting flights to destinations across the continental U.S., Mexico, and beyond.