SRTBIASANTA ROSA TOURISM
BUSINESS IMPROVEMENT AREA Annual Report Work Plan Fiscal Year 2021-2022 Fiscal Year 2022-2023SRTBIASANTA ROSA TOURISM BUSINESS IMPROVEMENT AREA Annual Report Work Plan Fiscal Year 2021-2022 Fiscal Year 2022-2023 SRTBIA
SANTA ROSA TOURISM
BUSINESS IMPROVEMENT AREA
Annual Report Work Plan
Fiscal Year 2021-2022 Fiscal Year 2022-2023
SRTBIA
SANTA ROSA TOURISM
BUSINESS IMPROVEMENT AREA
Annual Report Work Plan
Fiscal Year 2021-2022 Fiscal Year 2022-2023
SRTBIA Governance
Contents
SRTBIA: Santa Rosa Tourism Business Improvement Area
Overview
Boundaries
Financial Summary
Advisory Board
Financial Summaries
SRTBIA Assessments and Transient Occupancy Tax
FY 2021-2022 / CY 2021 Budget Summaries
Financial Summary
Tourism Industry Indicators
2021-2022 Accomplishments
City of Santa Rosa
Visit Santa Rosa
Shared Programs
Looking Ahead
City of Santa Rosa FY 2022-2023 Work Plan
Visit Santa Rosa CY 2022 Work Plan
Contacts & Sources
2 5
7 10
22 Summary
ABOUT THIS REPORTSince 2017 the tourism industry in Sonoma County has faced extraordinary challenges, navigating through fires, power shutoffs, a flood, and a pandemic. This report provides a high-level program recap of FY 2021-2022, showing in part the steady rebound from the pandemic and programmatic efforts to assist and enable local resiliency and tourism growth. Additionally, this report outlines the City’s and Chamber’s 2022-2023 SRTBIA-related workplan as the sector adjusts and adapts to the effects and aftermath of the unprecedented pandemic.ABOUT THIS REPORTSince 2017 the tourism industry in Sonoma County has faced extraordinary challenges, navigating through fires, power shutoffs, a flood, and a pandemic. This report provides a high-level program recap of FY 2021-2022, showing in part the steady rebound from the pandemic and programmatic efforts to assist and enable local resiliency and tourism growth. Additionally, this report outlines the City’s and Chamber’s 2022-2023 SRTBIA-related workplan as the sector adjusts and adapts to the effects and aftermath of the unprecedented pandemic.
ABOUT THIS REPORT
Since 2017 the tourism industry in Sonoma County has faced extraordinary challenges, navigating through fires, power shutoffs, a flood, and a pandemic. This report provides a high-level program recap of FY 2021-2022, showing in part the steady rebound from the pandemic and programmatic efforts to assist and enable local resiliency and tourism growth. Additionally, this report outlines the City’s and Chamber’s 2022-2023 SRTBIA-related workplan as the sector adjusts and adapts to the effects and aftermath of the unprecedented pandemic.
ABOUT THIS REPORT
Since 2017 the tourism industry in Sonoma County has faced extraordinary challenges, navigating through fires, power shutoffs, a flood, and a pandemic. This report provides a high-level program recap of FY 2021-2022, showing in part the steady rebound from the pandemic and programmatic efforts to assist and enable local resiliency and tourism growth. Additionally, this report outlines the City’s and Chamber’s 2022-2023 SRTBIA-related workplan as the sector adjusts and adapts to the effects and aftermath of the unprecedented pandemic.
Following another challenging year, the long-term outlook for the local tourism industry is positive with steady growth and optimism. A study by Dean Runyan Associates placed total 2021 Sonoma County visitor spending at $1.97 billion, a 58% increase over 2020, which saw the greatest COVID driven uncertainties and impacts to the tourism industry. Despite these gains, visitor spending still lags pre-pandemic numbers when overall tourism spending was $2.2 billion in 2019, though there are signs that 2022 will be a promising year for improvement notwithstanding the uncertainty around COVID variants. Already hotel revenues in Sonoma County through April 2022 are 20% higher than last year, with consumer confidence continuing to grow, Per Moody’s Analytics.
Leisure/hospitality employment was cut in half at the onset of the pandemic and is only starting to recover. While payrolls improved in each of the last three months and sit at their highest level in nearly a year, they remain 30% below their pre-pandemic levels when 2019 local employment figures showed 22,358 workers specific to tourism, which was a 4,718 gain over 2018.
Anecdotal indicators pointing to a positive year in destination spending include the resumption of long-standing tourist-friendly events such as Russian River Brewing Company’s Pliny the Younger beer release, and Taste of Sonoma which attract Bay Area visitors, as well an uptick in weddings and other such functions. In general, the vaccination rollout, falling case counts, and removal of COVID_19-related business restrictions have paved the way for an increase in business activity and improvement in the hospitality sector.
Average daily room rate year-over-yearAverage daily room rate year-over-yearAverage hotel occupancy year-over-yearAverage hotel occupancy year-over-year Average daily room rate year-over-year
Average daily room rate year-over-year
Average hotel occupancy year-over-year
Average hotel occupancy year-over-year
Overview
SANTA ROSA TOURISM
BUSINESS IMPROVENT AREA
The SRTBIA was established by Ordinance 3946 on August 3, 2010, creating a public-private partnership between the City of Santa Rosa, the Santa Rosa Metro Chamber, and Santa Rosa lodging establishments.
The SRTBIA is a 3% assessment collected by the City of Santa Rosa on lodging operators within Santa Rosa city limits. On a quarterly basis, the lodging establishments remit these funds to the City. After a 2% City administrative fee is deducted from the total funds remitted, the remaining 98% of the funds are disbursed as follows:
30% of the funds collected are allocated to and managed by the City’s Economic Development Division to support destination brand and tourism infrastructure programs.
70% goes to the Santa Rosa Metro Chamber for their Convention & Visitors Bureau and Welcome Center operations & services (aka Visit Santa Rosa)
The Assessment provides for efficient and complementary tourism infrastructure support, destination marketing, tourism and group sales programs that encourage and support overnight stays.
ASSESSMENT BOUNDARIES
(participating businesses)
Lodging businesses are those operating within the Santa Rosa city limits and include hotels, motels, bed and breakfast inns, short-term occupancies, and all similar lodging businesses.
AUTHORIZED USES
(Ordinance 3946, Section 6-56.290)
The purpose of forming the SRTBIA as an assessment area under State law was to provide revenue to defray the costs of services, activities, and programs that promote and encourage tourism within Santa Rosa to the benefit of the assessed lodging establishments.
Revenues from assessments may be used for programs, services, and activities inside or outside Santa Rosa if such programs, services, and activities promote and encourage overnight visits to the city. Revenues may also be used to pay or reimburse administrative costs incurred by the Chamber or the City in connection with the creation of the SRTBIA and the ongoing administrative costs associated with marketing and event activities.
Advisory Board
The SRTBIA Advisory Board is comprised of five members appointed by City Council as follows:
One Santa Rosa Metro Chamber employee
One City of Santa Rosa employee
Three hotel operators, at least one of whom is employed by a full-service hotel, and one of whom is employed by a select-service hotel The role of the Advisory Board is to advise the City Council on the amount of the Area’s assessments and on the services, programs, and activities to be funded by the assessments. The Advisory Board is required to meet at least quarterly; the meetings are open to the public and are held through Zoom until further notice. The Advisory Board met a total of 6 times in 2021 (bi-monthly).
ROSTER
Affiliation/Position
Representing
Peter Rumble
President and CEO
SR Metro Chamber
Rafael Rivero
Economic Dev Specialist
City of Santa Rosa
Donna Renteria
Best Western Garden Inn
Hotel - Select Service
Todd Anderson
Best Western Plus Wine Country Inn & Suites
Hotel – At Large
Tony Pace
Hotel E
Hotel – Full Service
ADDITIONAL REQUIRED COMPONENTS
In accordance with the Parking and Business Improvement Area Law of 1989, Section 36500 et seq. of the California Streets and Highways Code, the following information must be included in the Annual Report and Work Plan:
Changes to boundaries:
No changes recommended
Improvements and activities to be provided for the upcoming fiscal year:
Outlined herein
Estimated cost of providing the improvements and the activities for the upcoming fiscal year:
Outlined herein
Changes to the method and basis of levying the assessment:
No changes recommended
The amount of any surplus or deficit revenues to be carried forward from a previous fiscal year:
Outlined herein
The amount of any contributions to be made from sources other than assessments levied pursuant to this part:
Outlined herein
Assessments
SRTBIA Assessment Actuals by Quarter
Q1
Q2
Q3
Q4
Total
2021
$228,268
$444,961
$660,977
$464,080
$1,800,304
+ 66%
2020
$313,586
$156,254
$334,471
$278,534
$1,084,865
- 45%
2019
$ 351,256
$ 541,518
$ 601,181
$ 475,984
$ 1,969,939
+ 4%
2018
$ 393,065
$ 512,191
$ 552,694
$ 437,034
$ 1,894,984
- 7%
2017
$ 366,148
$ 534,354
$ 652,108
$ 466,841
$ 2,019,451
- .5%
2016
$ 359,117
$ 532,130
$ 659,689
$ 476,713
$ 2,027,649
+ 10%
2015
$ 319,047
$ 471,471
$ 600,755
$ 432,620
$ 1,823,893
+ 11%
2014
$ 278,597
$ 414,046
$ 538,212
$ 400,503
$ 1,631,358
+ 11%
2013
$ 243,392
$ 388,906
$ 486,382
$ 333,570
$ 1,452,250
+ 11%
2012
$ 213,069
$ 324,949
$ 442,635
$ 305,237
$ 1,285,890
+ 11%
2011
$ 192,463
$ 285,884
$ 405,871
$ 258,274
$ 1,142,492
TRANSIENT OCCUPANCY TAX
100% of Santa Rosa’s TOT is General Fund revenue with no special earmarks.
Santa Rosa Transient Occupancy Tax by Quarter
Q1
Q2
Q3
Q4
Total
2021
$684,829
$1,334,889
$1,982,155
$1,383,935
$5,385,808
+ 66%
2020
$940,781
$468,785
$1,003,241
$835,645
$3,248,452
- 45%
2019
$1,053,999
$ 1,624,527
$ 1,803,583
$ 1,427,865
$ 5,909,974
+ 4%
2018
$ 1,179,143
$ 1,536,583
$ 1,658,045
$ 1,311,085
$ 5,684,856
-7%
2017
$ 1,098,497
$ 1,603,056
$ 1,956,283
$ 1,400,538
$ 6,058,374
- .5%
2016
$ 1,077,265
$ 1,595,850
$ 1,979,736
$ 1,430,498
$ 6,083,349
+ 10%
2015
$ 957,684
$ 1,414,356
$ 1,802,200
$ 1,296,492
$ 5,470,732
+ 11%
2014
$ 836,436
$ 1,241,672
$ 1,614794
$ 1,202,053
$ 4,894,955
+ 11%
2013
$ 730,203
$ 1,166,691
$ 1,459,427
$ 1,004,402
$ 4,360,723
+ 11%
Financial Budgets
city Program EXPENSES: Budget vs. Actual
CITY BUDGET – FY 21-22
BUDGETED
ACTUAL
Administration + Operations
Staff, overhead and maintenance costs
$269,000
$251,054
Professional Services
$150,000
$137,190
Marketing, Promotions, Recovery Programs
$100,000
$95,822
Event Support & Attraction
$50,000
$25,500
Available Reserves
$174,551
Total
$743,551
$509,566
Funding Breakdown – City of Santa Rosa
$743,551$743,551Council Approved Budget $350,000
$743,551
$743,551
FY 20-21 Carry Forward $393,551
Reserves* $20,698 *funds held in reserve that were received beyond Council approved budget VISIT SANTA ROSA BUDGET: Budget vs. Actual
VSR BUDGET – CY 2021
BUDGETED
ACTUAL
Administration / Operations
$307,539
$309,405
California Welcome Center Operations
$18,500
$20,312
Group Sales, Marketing, Promotions, PR
$517,200
$418,646
Event Support & Attraction
$20,000
$15,500
Total
$863,239
$763,863
CY 2021 Contributions and Other Funding Sources – Visit Santa Rosa $ 15,500 County of Sonoma Welcome Center Funding
$ 13,250 Other revenue
Tourism Indicators
Regional & Santa Rosa Data
Reporting Trends through April 2022
Sources: Sonoma County Tourism / Dean Runyan Associates / Moody’s Analytics
HOTEL OCCUPANCY – SONOMA COUNTY
Occupancy Rate determinationThe occupancy rate is determined by dividing the total room nights sold by the total room nights available for purchase. The average annual occupancy in 2020 was 53%.Occupancy Rate determinationThe occupancy rate is determined by dividing the total room nights sold by the total room nights available for purchase. The average annual occupancy in 2020 was 53%.
Occupancy Rate determination
The occupancy rate is determined by dividing the total room nights sold by the total room nights available for purchase. The average annual occupancy in 2020 was 53%.
Occupancy Rate determination
The occupancy rate is determined by dividing the total room nights sold by the total room nights available for purchase. The average annual occupancy in 2020 was 53%.
Annual Average Daily Rate (ADR)The average daily rate (ADR) represents the average amount spent on accommodations by a visitor per room night in Sonoma County. This number has increased every year since 2010 until 2020 when the ADR dropped to below $100. For 2020, the average daily rate fell by 22.7% over the previous year to $140. With COVID travel restrictions lifted, Sonoma County’s 2022 ADR is trending above previous years.Annual Average Daily Rate (ADR)The average daily rate (ADR) represents the average amount spent on accommodations by a visitor per room night in Sonoma County. This number has increased every year since 2010 until 2020 when the ADR dropped to below $100. For 2020, the average daily rate fell by 22.7% over the previous year to $140. With COVID travel restrictions lifted, Sonoma County’s 2022 ADR is trending above previous years.
Annual Average Daily Rate (ADR)
The average daily rate (ADR) represents the average amount spent on accommodations by a visitor per room night in Sonoma County. This number has increased every year since 2010 until 2020 when the ADR dropped to below $100. For 2020, the average daily rate fell by 22.7% over the previous year to $140. With COVID travel restrictions lifted, Sonoma County’s 2022 ADR is trending above previous years.
Annual Average Daily Rate (ADR)
The average daily rate (ADR) represents the average amount spent on accommodations by a visitor per room night in Sonoma County. This number has increased every year since 2010 until 2020 when the ADR dropped to below $100. For 2020, the average daily rate fell by 22.7% over the previous year to $140. With COVID travel restrictions lifted, Sonoma County’s 2022 ADR is trending above previous years.
Airport Travel Trends
Arrivals at Charles M. Schulz-Sonoma County Airport plummeted 60% after bringing in 488,000 passengers in 2019. Prior to 2020 passenger traffic at the Airport had increased each year. During the slow period, the Airport initiated construction of its Terminal Improvement and Modernization Project, which is expected to be completed by fall of 2022.
Year-over-year numbers for April show a 36% increase over the pre-COVID high of 34,056 passengers for an April 2022 new high of 53,065 passengers.
Travel Impacts
Sonoma County Tourism commissioned Dean Runyan and Associates to create a special report showing revenue generated to each of the municipalities from the tourism industry. 2021-2022 Event Support
The SRTBIA Board met throughout the FY 2021-2022 and approved financial support for the following events:
Organization & Event
Amount Awarded
2021 Sonoma County Annual LGBTQI++ Pride
$5,000.00
WAGS Motorsports Event
$500.00
DJFE Triathlon Race Series
$1,500.00
Winter Lights (Paid $4k, Permits $3,300 Credit $3,300)
$8,000.00
Beer Passport
$11,000.00
American Jr Golf Association Sponsorship
$1,000.00
California Artisan Cheese Festival
$5,000.00
DJFE Triathlon Race Series
$2,000.00
Monster Truck
$1,500.00
Sonoma County Hot Air Balloon Classic
$5,000.00
Wednesday Night Market
$1,000.00
Wine Country Distillery Festival
$3,500.00
2022 Sonoma County Annual LGBTQI++ Pride
$6,000.00
FY 2021-2022 Accomplishments
City of Santa Rosa
OUT THERE SR CAMPAIGN
In 2021, the Economic Development Division, in partnership with the Public Art Program, hired Santa Rosa-based design firm Studio B to rebrand and refresh Out There SR, to serve as a visitor destination and local pride campaign designed to highlight the city as the urban center of Sonoma County. Focusing on attracting a younger more alternative demographic who is looking for unique experiences, local pride is being achieved by building relationships within the community and highlighting diversity and uniqueness. Community presence is being built through boots-on-the-ground exploration and relationship-building, establishing a core group of “Out There Insiders” – serving as ambassadors to the campaign, and event support to local cultural activities such as Winterblast in the SOFA district and the Railroad Square Music Festival, among other tactics.
A new Out There SR website was launched in April 2022 featuring over 100 local options for unique experiences and continues to be updated every month. A priority has been building our audience and deepening the user experience through video shorts on social media. This drives social interaction and continues to increase the engagement on both the website and social platforms.
Since its launch, the website has had 1,737 views, with increases seen during initial launch, event promotion and high social engagement items. The average time on the site is 1m 28s, which is not surprising given the site is designed to link out directly to featured people/places, and most visits are social media driven. Social media reports show Facebook reach has grown 322.4% since launching the new website, and Instagram reach has grown 903.6% with over 33,000 unique accounts viewing our content. Facebook page visits increased by 43.9% and Instagram page visits increased by 160.8%. The Facebook page has gained 112 new likes, and the Instagram page has gained 268 new followers.
The key takeaways are the OutThere SR rebrand has been effective on social platforms; the artists, people, businesses and events featured have helped us grow; and reels, videos and content featuring people have been the biggest asset to growth.
STRATEGIC PLANNING
Driven by community inequities highlighted and intensified by the longevity of the pandemic, the Economic Development Division developed a plan to demonstrate the City’s long-term vision for a healthy and thriving Santa Rosa community by centering equity and targeted universalism. As seen below, the theory of change articulates how the Economic Development Division will fulfill the vision of a healthy and thriving Santa Rosa community, fueled by the exchange of diverse ideas, innovative practices, and collective responsibility.
This plan aligns with the recently adopted Public Art Program Strategic Plan 2021-2024, available online here: https://srcity.org/arts.
MUSICIAN RELIEF GRANTS
The Public Art Program, in conjunction with the City of Santa Rosa Economic Recovery Task Force, awarded 71 Musician Relief Grants to Santa Rosa musicians facing financial hardship due to COVID-19. Grant awards ranged from $1,000 to $2,000 per musician with the purpose of supporting working/performing musicians in the Santa Rosa arts community who lost income due to the inability to perform live during the pandemic.
AMERICAN RESCUE PLAN ACT (ARPA) FUNDED PROGRAMS
The Economic Development Division also began the process of planning and implementing American Rescue Plan Act (ARPA) funded projects to support economic recovery:
Childcare Support Program Facility Fund
Child College Savings Accounts (Baby Bonds)
Small Business Tenant Improvements (Small Business Support Program: façade and parklet improvements) 2021Accomplishments
Visit Santa Rosa
SALES
Compiled for internal and external use, a guide for gatherings as we advanced through the State’s Blueprint for a Safer Economy.
Focus on smaller conferences, hybrid meetings, and social events in the short-term as well as the return of larger repeat events for the 2nd quarter of 2022.
Through the group sales effort sent leads and referrals to lodging and non-lodging partners as well as continued to provide servicing to programs with visitor information and group event planning.
Renewed relationships with hospitality industry partners, adapting and educating stakeholders and clients of new operating procedures regarding pandemic protocols.
Participated in virtual trade shows for the meetings industry, and in-person programs 2nd quarter of 2022 in the meetings/craft beer and sports markets.
MARKETING + PUBLIC RELATIONS
Use of various social media platforms to stimulate engagement and sharing of the destination with 33,000 Facebook, 6,744 Instagram and 4,908 Twitter followers as of May 2022.
Regularly updated content and provided a dynamic website experience resulting in 103,447 unique website visitors in 2021.
Emphasize public relations and earned media that created favorable converge for the destination by participating with Visit California media missions and relationship-based outreach to influencers.
Year 6 of the Santa Rosa Beer Passport program resulted in the most successful and well-attended FeBREWary campaign to date. Nearly 1000 craft beer lovers completed the passport and collected medals. This had a net positive economic impact and stimulated significant overnight stays during the month of February.
CALIFORNIA WELCOME CENTER
Based on popular demand and feedback from merchants in Historic Railroad Square, the California Welcome Center—closed to the public due to the pandemic in March 2020—is scheduled to reopen its doors in June 2022.
Earned Media Coverage - Q4 2021 – Q1 2022
Publication
Date
Title
Partner Featured/Mentions
Reach
Sunset Magazine
October 2021
13 New Hotels in Wine Country
Flamingo Resort
1M
Wonder with Wander.com
November 2021
Things to do in Santa Rosa, CA
Annadel State Park
Armstrong Woods State Preserve
Art House Hotel
Charles M. Schulz - Sonoma County Airport
Charles M. Schulz Museum
Children’s Museum of Sonoma County
Flamingo Resort
Luther Burbank Center for the Arts
Luther Burbank Home & Garden
Mac’s Deli
Museum of Sonoma County
Perch + Plow
Snoopy’s Home Ice
Third Street Aleworks
Warike Restobar
350K
Travel Awaits.com
November 2021
11 Fantastic Things to do in Coastal Bodega Bay, California Bodega Bay Lodge & Spa
Bodega Head Park & Beach
Charles M. Schulz - Sonoma County Airport
Drake’s Sonoma Coast
Links at Bodega Harbor
Osmosis Day Spa Sanctuary
Sonoma Coast Vineyards
6M
Meeting Planners International Northern California Chapter Newsletter December 2021
Interview with Charlene Lennon
n/a
Stuffed Suitcase.com
January 2022
Top 31 Best Family Vacation Spots in the US for 2022
Charles M. Schulz Museum
Safari West
62K
Business Insider.com
January 2022
I own a brewery where fans camp out overnight to snag a bottle of our famous IPA. Here's how we built up a huge community of customers.
Russian River Brewing Company
96M
KSRO Radio/Amaturo Media
February 2022
Santa Rosa Beer Passport Radio Advertisement/Brew Ha Ha ($660 investment)
3 Disciples Brewing
AC Marriott Santa Rosa Sonoma Wine County
The Art House Hotel
Bear Republic Brewing Company
Belly: Left Coast Kitchen & Taproom
Best Western PLUS Wine Country Inn & Suites
Brew Coffee and Beer House
Cooperage Brewing Company
Courtyard by Marriott Santa Rosa
The Flamingo Resort
Fogbelt Brewing Company
HenHouse Brewing Company
Hotel E
Hotel La Rose
Hyatt Regency Sonoma Wine Country
Iron Ox Brewing Company
La Quinta Inn & Suites by Wyndham Santa Rosa
Moonlight Brewing Company
Old Caz Beer
Old Possum Brewing Company
Russian River Brewing Company – SR & Windsor
Seismic Brewing Company
1.5M
Earned Media Coverage - Q4 2021 – Q1 2022
Publication
Date
Title
Partner Featured/Mentions
Reach
Meeting Planners International Northern California Chapter Newsletter February 2022
Interview with Brad Calkins
6K
Sonoma Marin Area Rail Transit
February 2022
Social Media Posts
Take SMART to the Downtown Santa Rosa station to celebrate FeBREWary 8K
Smart Meetings
Feb/March 2022
Shout out to Women Who Roar
Sonoma County Pride
11.5K
Sonoma Magazine
February 2022
It’s FeBREWary in Sonoma County. Here’s Where to Celebrate Russian River Brewing Company
Bear Republic Brewing Co. Brewpub - Lakeside
HenHouse Brewing Company
3 Disciples Brewing
Cooperage Brewing Company
Iron Ox Brewing Company
Old Possum Brewing
Fogbelt Brewing Company
Seismic Brewing Company
Moonlight Brewing Company
Third Street Aleworks
Shady Oak Barrel House
Steele & Hops Public House
Old Caz Beer
SF Beer Week
Wilibees
n/a
North Bay Bohemian
February 2022
Hops Spring Eternal – “FeBREWary” Returns
3 Disciples Brewing
Cooperage Brewing Company
Fogbelt Brewing Company
HenHouse Brewing Company
Iron Ox Brewing Company
Moonlight Brewing Company
Old Caz Beer
Old Possum Brewing Company
Russian River Brewing Company – SR & Windsor
Seismic Brewing Company
Shady Oak Barrel House
Third Street Aleworks
AC by Marriott Sonoma Wine Country
The Art House
Best Western Garden Inn
Best Western PLUS Wine Country Inn & Suites
Courtyard by Marriott
The Flamingo Resort
Hotel La Rose
Hyatt Regency Sonoma Wine Country
La Quinta Inn & Suites by Wyndham Santa Rosa
The Sandman Hotel
Wilibees
Armstrong Woods State Preserve
Hotel E
Sonoma County Pride
n/a
Brew Ha Ha Podcast
February 2022
Herlinda Heras: HenHouse and SF Beer Week
HenHouse Brewing Company
Santa Rosa Beer Passport
SF Beer Week
n/a
Metrosource Magazine
Feb/March 2022
The Sunny Side of Life – Three Getaways to Beat the Winter Blues Armstrong Woods State Preserve
Hotel E
Russian River Brewing Company – SR & Santa Rosa
Sonoma County Pride
114K
Earned Media Coverage - Q4 2021 – Q1 2022
Publication
Date
Title
Partner Featured/Mentions
Reach
Sonoma Magazine
February 2022
It’s FeBREWary in Sonoma County. Here’s Where to Celebrate Links to VSR FeBREWary page.
Brew Ha Ha Podcast
February 2022
Herlinda Heras: Third Street Aleworks and Shady Oak Barrel House Bear Republic Brewing Compan
Old Caz Beer
Seismic Brewing Company
SF Beer Week
Shady Oak Barrel House
Third Street Aleworks
n/a
Press Democrat
February 2022
Beer Fans Flock to Sonoma County Taprooms Despite Delay of Pliny the Younger 3 Disciples Brewing
HenHouse Brewing Company
Russian River Brewing Company – SR & Windsor
SF Beer Week
6K
Pasadena Magazine
February 2022
The Best Weekend Getaway Ideas to Fill Your Soul (and Stomach) Flamingo Resort
20K
Valley Scene Magazine
March 2022
Best of Spring Break
Charles M. Schulz Museum
Safari West
190K
Visit California
March 2022
Spring Break Family Travel
Charles M. Schulz Museum
Safari West
Snoopy’s Home Ice
37K
Worked with industry partners such as Sonoma County Tourism, Visit California, and California Travel Association to amplify reopening message and response.
Regular calls and communication with local and state industry groups and elected officials.
Engaged visitors through in-house produced videos and social media posts.
Conducted a partner outreach campaign, sending VSR staff on visits to reengage with hotel staff (December 2021 – January 2022) following 16 months of lockdowns.
Developed and shared content to support local businesses including:
Downtown Santa Rosa’s “Open and Out” program averaging over 2,000 website visits in September 2021 Promoted local business with Winter Lights and Downtown Santa Rosa skating rink.
Organizational Pivots
Hired new public agency of record (October 2021), 360viewPR.
Initiated a 6-month banner ad campaign promoting the destination on TripAdvisor.com Initiated a Meeting and Events advertisement campaign on Facebook and LinkedIn.
Resumed keyword SEO (March 2022).
What’s New 2021-2022
AIRLINES
Avelo Airlines - 2021
The inaugural Flight from America's first new mainline airline in nearly 15 years — Avelo Airlines — landed at Charles M. Schulz Sonoma County Airport on April 28, 2021. Avelo will offer daily non-stop service between LA’s iconic Hollywood Burbank Airport (BUR) and Santa Rosa (STS), the gateway to wine country. aha! Airlines - 2022
Powered by veteran ExpressJet Airlines, announced nonstop service between Reno and Santa Rosa, Calif. beginning July 14, 2022 – connecting the urban heart of the wine country and the “Biggest Little City in the World.” https://sonomacountyairport.org/aha-announces-nonstop-flights-to-santa-rosa-from-reno-tahoe-hub/
AIR ROUTES
Alaska Airlines - April 2021
Alaska Airlines is increasing its service and commitment to Santa Rosa/Sonoma County with more nonstop flights. Starting June 1, the airline will offer daily nonstop service between Santa Rosa/Sonoma County and Burbank. On Sept. 8, Alaska will add additional flights to both Orange County and San Diego. With the additional flight, the airline will have 13 peak day nonstop service to six destinations from Sonoma County.
Avelo Airlines - September 2021
Avelo Airlines added flights to Las Vegas from Santa Rosa https://sonomacountyairport.org/terminal-improvement-and-modernization-project/ HOTELS
Art House Hotel
Opened August 2021
36 Rooms
Art House, built in a sleek modern design, appointed in serene neutral tones, offers a sophisticated stay, designed as a city sanctuary, and just steps away from the heart of downtown action. Its prime location, two blocks off historic Courthouse Square, makes for the perfect launch point to Sonoma County's spectacular wine country, redwoods, and coastline or just relaxing in the Art Gallery Lounge. 620 7th Street - arthousesantarosa.com
La Quinta Inn & Suites by Wyndham
Opened February 2021
The new La Quinta Inn & Suites by Wyndham is a contemporary hotel, located in the heart of Santa Rosa and features include super-fast Wi-Fi, micro & fridge, outdoor pool, hot tub, fire pit patio area, oversized fitness center, and a lobby bar. 111 Commercial Court - wyndhamhotels.com/laquinta/santa-rosa-california/la-quinta-inn-and-suites-santa-rosa-sonoma/overview Hampton Inn and Suites Santa Rosa
Opening in September 2022
100 Rooms
The Hilton Hampton Inn & Suites is a 4-story, 100-room, 61,800 square foot new hotel that is located in a well-established mixed-use area adjacent to the Sutter North Bay Health Plaza in Santa Rosa, allowing access to nearby restaurants and a wide range of retail services. . 3815 Airway Drive - https://www.hilton.com/en/hotels/stsbahx-hampton-suites-santa-rosa-sonoma-wine-country/
MAJOR HOTEL RENNOVATIONS
Flamingo Resort
Remodel completed June 2021
The Flamingo Resort is a mid-century marvel and was the place to see and be seen in Santa Rosa of the late 1950s. Patterned after the horizontal glass and stone design of Las Vegas' Flamingo, wings of rooms fanned out from a resort-size pool and manicured gardens, all topped by a big, pink bird revolving atop a landmark 50-foot tower. The buildings, rendered with natural materials and iconic angular silhouettes, are the work of master architect Homer A. Rissman and was declared a Historic Landmark in 1996. 2777 Fourth Street - flamingoresort.com
Holiday Inn Express Santa Rosa North
Remodeled completed May 2021
The hotel was closed for seven months and completely remodeled bringing in the Holiday Inn Express brand. The remodel was from top to bottom including all guest rooms, public areas, and the outdoor pool where they have added grills and fire pits for the year-round wine country experience. 2632 Cleveland Avenue – ihg.com/holidayinnexpress/hotels/us/en/santa-rosa/stsca/hoteldetail Courtyard by Marriott - Renovation completed in May 2022
RESTAURANTS & BAKERIES
Grill Santa Rosa – Mediterranean Kitchen - 2021
Head founders, Ali Cetin & Berat Ilhan, fuse Mediterranean-inspired cuisine, comforting classics, and west coast flair to craft their seasonal menus including our ever-changing Grill Santa Rosa, a four-course dining experience.
Santa Rosa Plaza - grillsantarosa.com
Johnny Donuts - 2021
Owner and founder Craig Blum was part of the opening team for the first US Hard Rock Café but then he got the idea of starting a food truck and doughnuts quickly became his calling. In addition to doughnuts, the new shop will serve up Crodoughs, Bismarks, cinnamon rolls, and even vegan doughnuts. 1200 4th Street - johnnydoughnuts.com
Dolan’s Den - 2021
Local owners Derek and Trinh Dolan have always appreciated restaurants and bars, never missing a date night at any one of Trinh’s favorite spots. While working in the corporate world, Trinh would always dream of bartending or cooking up one of her amazing meals for the reward of putting a smile on a stranger’s face. Born in Vietnam and raised as an Airforce brat, Trinh spent her childhood in different countries and was exposed to many different cultures. Derek–born in San Francisco and raised in Sebastopol–always had one foot in the city and one in the country. He decided to follow in the footsteps of his grandpa and great-grandpa and is working as a Local 38 plumber in San Francisco. The thought of a career change often crosses his mind but for now, plumbing is first. Derek spends his free time supporting Trinh’s dream of owning a bar and grill during an unprecedented time of entering the restaurant business. 995 Piner Road - dolansden.com
Crumbl Cookies - 2021
Local owners Jim and Moley are successful restaurateurs from Ukiah and their son Chris, and his wife Caley (from Petaluma) decided as a family to jump headfirst into this incredible fun adventure. A rotating menu with 120+ specialty cookies is made fresh daily, and they’re baked in an open kitchen for all cookie-lovers to see up close! They are still looking for that quintessential Santa Rosa/Sonoma County cookie to add to their offerings. 2154 Santa Rosa Avenue - crumblcookies.com/santarosa
Huckleberry’s - 2021
Ann Bailey, owner, and General Manger is from the Bay Area and has always been a breakfast fan. Previously she managed other restaurants before diving headfirst into ownership and opening Huckleberries in Santa Rosa where they serve southern cooking with a California twist. 3441 Cleveland Avenue – huckleberrys.org
Falafel Hut 2 - 2021
Owner Mohamed Shawa opened his first
restaurant, Falafel Hut, in 2006 with this father in San Rafael. Since then, he’s been serving up authentic Middle Eastern cuisine reminiscent of his Palestinian heritage — shawarma, kebabs, gyros, and, of course, falafel. His recipes, inspired by his mother’s cooking, come straight from Palestine, a place he’s visited for long stretches of time over the years (he even got married there) and where his cousin has been a chef for thirty years. And now, he’s going into business with his cousin, Asem Alshawwa, to open Falafel Hut’s sister restaurant, Falafel Hut 2 in Santa Rosa. 701 Fourth Street - falafelhut.co
Nothing Bundt Cake - 2021
Founders Dena Tripp and Debbie Shwetz started out making cakes for their friends and family and the cakes they made were delicious, unlike anything anyone had tasted and as a result the side project turned into something more. Local owners Jan and Waverly are a mother and daughter team. Jan’s bakery in Arizona has won best dessert/bakery in the Phoenix East Valley for the past three years and Waverly is currently the chairwoman of the Healdsburg Young Professionals and Entrepreneurs. 266 Coddingtown Center - nothingbundtcakes.com
ACME Burger – 2021
Owner Todd’s passion for food began when he assisted his father in the family catering business at 15 years old in Connecticut. He pursued a culinary career at the Culinary Institute of America in Hyde Park, New York and completed his apprenticeship on Grand Cayman Island in the British West Indies. ACME features Sonoma Mountain Beef burgers (locally raised, hormone and antibiotic free, grass-fed and grain finished), Willie Bird (local) turkey burger, the Impossible Burger (plant-based protein), Bodega Bay rock cod, and a comprehensive menu of freshly prepared sides and salads. 1007 W. College Avenue - acmeburgerco.com
Tony’s Galley - 2021
722 Village Court - https://www.tonysgalley.com/
Sushi Rosa - 2021
From the same family as Otoro Sushi in Healdsburg.
515 4th Street - facebook.com/sushirosa
Warike Restobar - 2022
Warike Restobar was born in the search for the perfect pairing between Peruvian cuisine and the best product obtained in the Californian waters. Three family partners Latin roots: Luigi, Kevin, and Gustavo bring the concepts of the true cevicheria and Peruvian restaurants to downtown Santa Rosa. From the same family as Ayawaska in Petaluma and Novato. 527 Fourth Street - warikesf.com
La Fondita - 2022
Roseland’s iconic La Fondita restaurant is expanding to downtown Santa Rosa. Known for more than 20 years for authentic, affordable Mexican cuisine, the downtown location will be the third for owner Maria Elena Reyes. Elena Maria Reyes started her food business in 1996 with an old food truck she and her husband financed by selling their cars and asking her grandmother for a few thousand dollars in start-up money. 630 Third Street
The Branch Line – 2022
The Pharmacy Cafe owner Kim Bourdet is opening a new plant-based restaurant and mercantile in the former Flying Goat Coffee space in Railroad Square. 10 Fourth St. - https://www.sonomamag.com/the-pharmacy-owner-opens-second-santa-rosa-restaurant/ Red Bird Bakery - 2022
467 Sebastopol Road - http://www.redbirdbakery.com/
Wooden Petal Bakery – 2022
404 Santa Rosa Avenue - https://www.woodenpetal.com/
Vine Burgers – 2022
Vine Burgers is a passion project by James Byus III that is almost three decades in the making. A career that has spanned nearly every facet of the food and beverage industry–front of house, back of house, sales, sourcing, premiere hospitality concierge, and more–has culminated in a restaurant concept that unites exceptional wine and hip cuisine with a modern aesthetic. 3579 Industrial Drive - https://www.vineburgers.com/
ACTIVITY/ATTRACTION
Sessions Climbing – Opening 2022
Sessions Climbing broke ground in April 2021. Local rock climber Kevin Jorgeson, who complete a free climb of the Dawn Wall of El Capitan in Yosemite National Park with partners Tommy Caldwell is starting the next adventure. Session Climbing set to open in 2022 is a 55-foot-high, 23000-square-foot structure featuring indoor climbing, yoga, and fitness center. 965 South A Street - sessionclimbing.com
FY 2022-23 Looking Ahead
City Santa Rosa
Initiatives
Strategic Plan Implementation
Business audit and data collection
Improve Business website on srcity.org
Marketing:
Out There SR website and social media
Paid advertising
Local Engagement:
Merchandise
Placemaking & Public Art Collaborations
Event Promotion
Event Support:
Reorganize city-wide event support funding programs
2022 Looking Ahead
Visit Santa Rosa
Initiatives
Re-open Welcome Center, the city’s concierge desk, with staff and volunteer recruitment.
Market Santa Rosa as a premier destination through effective public relations, media campaigns, product offerings, digital assets, social media platforms, events, and direct sales.
Work with our industry partners Visit California, Sonoma County Tourism, Santa Rosa Metro Chamber of Commerce, the Downtown Action Organization, and Studio B with City of Santa Rosa Economic Development Division to increase and ensure coverage of all our destination offerings.
Continue to analyze visitor and market insights and analytics post-pandemic to determine the best timing and updates for our marketing and sales strategies.
Enhance the SRTBIA Event Support Program to attract, retain and grow events that create economic impact and promote the overall destination.
Continue to create economic development and impact through media mentions, education, and the sourcing and servicing of revenue-producing opportunities for our business community.
Participation in professional associations, such as California Travel Association, Destination Marketing Association of the West, West Coast Destination Marketing Organization Alliance, Meeting Planners International, Silicon Valley Business Travel Association, International Gay Lesbian Travel Association, LGBT Meeting Planners Association, California Outdoor Recreation Partnership, Bay Area Brewers Guild, and maintain certification from Sports Events & Tourism Association.
Proposed Budgets
City of Santa Rosa Work Plan – Fy 2022-23
PROPOSED CITY BUDGET
EXPENSE
Administration + Operations
Staff, overhead, maintenance costs
$288,000
Professional Services
$180,000
Event Support & Attraction
$ 50,000
Business/Workforce, OTSR, Placemaking Programs
$ 215,985
Total
$ 733,985
REVENUE
Council Approved Budget
$500,000
Carry Forward
$233,985
Reserves Use
$0
Other Funding Sources – City of Santa Rosa
Estimated funds held in the account that were received beyond what was approved during the City budget process Carry Forward -$233,985
Reserves - $20,698
visit Santa Rosa Work Plan – cy 2022
PROPOSED VISIT SANTA ROSA BUDGET
BUDGET
Administration / Operations
$ 386,550
California Welcome Center Ops
$ 296,100
Sales, Marketing, Promotions, PR
$ 654,600
Event Support & Attraction
$48,000
Total
$ 1,385,250
Contacts
City of Santa Rosa
Santa Rosa Metro Chamber & Visit Santa Rosa
Raissa de la Rosa
Economic Development Division Director
Tel. (707) 543-3059
[email protected]
Peter Rumble
President & CEO, Santa Rosa Metro Chamber
Tel. (707) 545-1477
[email protected]
Rafael Rivero
Economic Development Specialist
Tel. (707) 543-3460
[email protected]
Charlene Lennon
Director of Sales
Tel. (707) 545-2114
[email protected]
Tara Thompson
Arts & Culture Manager
Tel. (707) 543-4512
[email protected]
DATA SOURCES
The EDB Sonoma County Annual Hospitality Report 2021
City of Santa Rosa TOT Annual and Quarterly Reports 2021 California Travel Impacts 2021
Press Democrat Articles, 2021 and 2022
Sonoma County Tourism
ANNUAL REPORT 2021/2022 & WORK PLAN 2022/2023 | V22-0722ANNUAL REPORT 2021/2022 & WORK PLAN 2022/2023 | V22-0722SRTBIASRTBIA ANNUAL REPORT 2021/2022 & WORK PLAN 2022/2023 | V22-0722 ANNUAL REPORT 2021/2022 & WORK PLAN 2022/2023 | V22-0722 SRTBIA
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