Dear Members of the Cotati Council:
We very much appreciate your time during the recent Council meeting as Sonoma County Tourism (SCT) works to identify a way to help ensure the organization’s budget can benefit the entire county to the best of our ability.
During our conversation your group posed a number of questions and identified concerns you have with SCT and the way the organization functions and our approach to marketing. We very much hope the materials provided within this folder answer those questions and elevate your perception of Sonoma County Tourism as the region’s destination stewardship organization.
There’s a wealth of information here, but we are always happy to answer any questions you have.
In addition to the folders in this Dropbox file (Financials, ROI Research, Marketing Materials), it would help to better understand the organization by reviewing the following pieces available through the links shown below:
Organizational Effectiveness
As a 501(c) 6, SCT operates with a board of directors and a number of committees that provide guidance and oversight of the organization. In addition to the sample financials provided in the Dropbox folder, the organization also produces the following:
Sonoma County Tourism FY21-23 Strategic Plan
Sonoma County Tourism FY20-21 Annual Report
Updated Destination Research is always available within the partner portal of the website.
Destination Stewardship
We talked about the organization’s evolution from a destination marketing organization to a destination stewardship organization. This is important because not only is SCT the first in the nation to make this authentic change, but it means the organization no longer has numbers as its sole focus, but rather inviting travelers who live the same ethos of protecting and preserving the region. Claudia spoke to a national travel blog about this journey. Claudia Vecchio’s interview with the Travel Vertical regarding the organization’s journey to becoming a Destination Stewardship Organization.
Destination Marketing
SCT creates and executes a number of marketing campaigns throughout the year. We’ve included some of these materials in the Dropbox folder. We’re hopeful you will see that we position Sonoma County as a place that welcomes all, celebrates an authentic sense of place and aligns with our “Life Opens Up” brand.
We also have a YouTube channel dedicated to Sonoma County. We encourage you to look at the videos on this channel. These include:
• Intentional Itineraries – a unique combination of art and science. The influencers showcased in these videos first spoke with an expert in that field to ensure a solid foundation for the experiences.
• Videos from the Cultivated Series (all on SonomaCounty.com and shared through SCT’s social channels). These videos highlight the luminaries, creatives and real people of Sonoma County.
This creates a true, emotional connection with potential visitors and, we hope, elevates the pride residents have in Sonoma County.
• Life Opens Up in Sonoma County
• Stars of the Industry 2022 – SCT celebrates the local industry’s best and brightest. • Wine, Two, Three – a primer on wine tasting and enjoying from the TravelMom • Fall and Spring marketing campaign videos
Commitment to Diversity, Equity and Inclusion
One of the greatest concerns from the Council was ensuring that SCT show Sonoma County to a diverse and authentic audience. We very definitely strive to do that.
SCT is very concerned that we promote the region to a wide diversity of potential visitors. Of note, the LGBTQ+ audience is highlighted in specific LGBTQ+ pages on the website. The ads shown in the Dropbox folder that pertain to this audience were distributed specially across these channels.
We were asked the question about whether the media buy reaches a diverse audience. The most specific media plan we have is around finding responsible travelers who will protect and preserve the region. This buy is included in the Dropbox folder.
SCT is also working to ensure both the organization and our external marketing materials are relevant within the Diversity, Equity and Inclusion area. During this past year, the SCT Board adopted the following DEI statement:
At Sonoma County Tourism, our commitment to diversity, equity and inclusion is unwavering. We strive to ensure those in our workforce, and participation in our board and committees reflect the diversity of the communities we serve. We embrace diversity of identity, experience, and thought. We will elevate, provide access to, and intentionally integrate this abundance of input across our organization and within the stories we create that inspire travel to the region.
As an organization that resides in Sonoma County, we align with the County of Sonoma in recognizing that we are on the ancestral lands of the Coast Miwok, Pomo, and Wappo who are the original caretakers of this area. We respectfully acknowledge the Indigenous peoples who have been stewarding and maintaining relationship on this land as knowledge keepers for millennia.
We hope this information and associated sample files help answer the questions and concerns raised by the Council. We welcome continued conversation about Sonoma County Tourism, and how we can best benefit the businesses and residents of Cotati.
Warm regards,
Claudia Vecchio
CEO
Sonoma County Tourism