• Scope of Services "Exhibit A"
Group Salesto bring groups and organizations to the community for meetings and conventions;
• Marketing and Promotions/Public Relationsactivities are critical to brand Santa Rosa as a tremendous destination in the heart of wine country;
• Event Support and Attractionto sustain and grow existing events and overnight visitors to our community, to create new events that do the same and to attract events currently taking place elsewhere that bring overnight visitors to Santa Rosa;
• Welcome Center Operationsto direct visitors to the various hotels, restaurants and retail shopping opportunities and attractions in our community.
City/Chamber
Current Contract Deliverables
Janelle Meyers
VP, Marketing & Communications
Santa Rosa Metro Chamber
Visit Santa Rosa
[email protected]
Ananda Sweet
CEO
Santa Rosa Metro Chamber
Visit Santa Rosa
[email protected]
$4,594,50018,378111
Room Nights Revenue
January 1, 2025 -
December 31, 2025
TOTAL
Leads Received
Business Development
Group Sales - 2025
Total confirmed booked: 2065 room nights = $289,110 in revenue*** (based on $140 ADR) ***Our annual spend on group sales/tradeshows initiatives is ~$40,000 – thus; Return per Dollar: For every $1 invested, the initiative returns $6.25 in profit (or $7.25 in total revenue).
Event Support & Attraction
Santa Rosa Tourism Business Improvement Area (SRTBIA) Event Support Program is an application and award process for event support, with a primary goal of fostering events that attract overnight visitors and boost destination vitality. The below data is extracted from recaps of some of the most recent events supported through the program.
Event Date(s) Event Name Number of Attendees Guests
from out of town % Hotel Partnerships Hotel Impact (trackable) Funding Amt. (VSR only)
February 14 - 17 Wine Country Face Off 1500 70% Hampton Inn and Suites, AC Marriott 72 tracked room nights, estimate more $8,000
May 30 - June 1 Sonoma County Pride 22,050 50%
Hyatt Regency Sonoma Wine Country,
Flamingo Hotel, AC Hotel by Marriott,
Hotel E, The Astro Motel
45 staff rooms booked, actual
estimate is in the 200 range $12,500
June 27 - 29, 2025 Country Summer Music
Festival 26,000
AC Marriott - Host Hotel, Guests
directed to VSR lodging page from event
website
15.6% occupancy increase over
prev. year + 17 % ADR increase $12,500
July 18 - 27 Snoopy's Senior World
Hockey Tournament 980 93% All players directed to SRTBIA hotels 8.4% occupancy increase over prev. year $8,750
August 23 & 24 Santa Rosa Marathon 6096 runners, 13,000 spectators 80% Hotel E, Art House, La Quinta Inn &
Suites
9.4% occupancy increase over
prev. year $7,500
December 19 - 21 Winter Jam @ Sonoma
Raceway 300 racing teams 60%
La Quinta Inn and Suites, Courtyard
Marriott Santa Rosa, Flamingo Resort
and Spa, Hampton Inn and Suites
6.5% occupancy increase prev.
year
Event recruited by VSR
business dev team
Example Marketing Campaign Performance #1
3rd Night Free Campaign: Sept 2025 - Mar 2026. Promotion was available to all SRTBIA hotels and aligned with Sonoma County Tourism’s campaign of the same theme.
Key insights& campaign data:
Numbers show how many unique individuals visited Santa Rosa hotels after seeing the ad (within 30 days).
Estimated ROI for this campaign Sept-Dec 2025 using the following data and assumptions:
o 6,386 unique visits Sep – Dec
o Divide by 2 to get the lower end assumption (if two in a party see the ad). Thus 3,193 X $250 ($125 ADR multiplied by 2 nights min) = $798,250
o For max, we take 6386 x $250 ($125 ADR multiplied by 2 nights min) = $1,596,500
o T otal revenue generated: $798,250- $1,596,500
o T otal investment for Sept – Mar - $43k
o ROI 17X-37X. Each dollar spent generated $17.60-37.13 in profit for SR hotels.
o If assuming national standard of 35% of hotel spend is also spent on food, attractions, etc. while staying in the area, the additional economic impact is$279,388-$558,775
Marketing & Promotions
Example Marketing Campaign Performance #2
Visit Santa Rosa Brand Campaign (May–Oct 2025):
Marketing & Promotions
• Campaign budget: $50,000
• Primary KPI & goal: Bookings (ROI 2:1) and CTR (0.05 -0.10%) • Targeting: CA travel intenders, previous bookings to Santa Rosa, previous and current searches for Santa Rosa, AI audiences most likely to book, travelers interested in food, beer, wine, outdoor recreation, and shopping
• Geos: Drive markets- 3-hour radius of Santa Rosa, direct flight markets • Campaign click through rate (CTR): 0.08%. We increased CTR from 0.06% in September to 0.14% in October.
• Video Completion Rate: 69.25%
• Observed total bookings: 1,241 - 1,183 flight bookings and 58 hotel bookings • Enriched total bookings: 5,805 - 4,983 flight bookings and 822 hotel bookings • Hotel revenue from ad -exposed users: $16,337 (Observed) and $231,503 (Enriched)
• Our media partner , Adara, has direct partnerships with Marriott, Choice, Wyndham, and Kayak, providing access to booking data used to assess campaign performance. This data is reported in two categories: Observed results reflect bookings from identified users who were directly exposed to campaign media and subsequently booked through channels where Adara has direct visibility. These figures represent the minimum, verifiable impactof the media on bookings.Enriched results apply a modeling approach in which Adara’ s data science team incorporates STR data relevant to Visit Santa Rosa and extrapolates beyondobserved bookings to account for hotel rooms and average daily rate (ADR) not directly accessible through Adara’ s partner network. Enriched results are designed to estimate the total booking influenceof the campaign.
JULY 2017 WORKS
Public Relations
2025 Results & Highlights
62 Pieces of
coverage
11.1B
Audience
reached
Santa Rosa with Kids: 30 Best Things To Do in Sonoma
County, CA
4 Media
Visits
16.5K
Media
Pitches
Spirit of Inclusion
This Country Has the Cutest 7 -11s On the Planet —With Snoopy, Hello Kitty, and Mickey Mouse-themed Stores
California's Under-The-Radar Sonoma County Hamlet Is Gaining Popularity Thanks T o Google Maps
How to Honor AAPI Heritage Month 2025
• Beer Passport – 22 brewery locations this year!
• Peanuts on Parade
• 2026 Visitor Guide – 20k per year distributed to 13 airports & welcome centers locations nationwide + key locations in the drive market. • Southwest Airlines business recruitment
• City of Santa Rosa - Film Santa Rosa & Bay Area Film Mixer Partnership Projects
Key findings:
Operating costs:Annual operating costs of approximately$316,000 are disproportionate to the tourism return generated and limit investment in higher-impact initiatives.
Foot trafficanalysis (2025): Third-party mobile location intelligence showed 75 percent of visitors live within10 miles of the Depot Buildingand just 7 percent live over 100 miles away – indicating a low correlation betweenCWC visits and hotel stays.
Safety concerns:Documented safety incidents have increasedsince reopening the centerpost COVIDin 2022, with staff reporting greater severity and disruption, making the current model difficult to manage safely without dedicated security. ○ In 2025, the Chamber engaged in a temporary pilot security contract to mitigate safetyconcerns. If taken on as a new annual expense, it would increase operating costs by ~$90,000. Staffing challenges:Persistent challenges in recruiting and retaining volunteers and long-term staff, compounded by limited training to effectively manage disruptive visitor behavior , increase operational strain and safety risks. Changing visitor behavior:Visitors increasingly access information through digital platforms and lodging partners, reducing the effectiveness of a traditional walk-in visitor center. Opportunity for reinvestment:ReallocatingVSR staff and assessment-funded resources to priority initiatives outlined in the SRTBIA 2025–2028 Work Plan (e.g. sports tourism, film and creative industries, familiarization tours, and more strategic partner engagement) offers a higher return on investment by focusing resources on activities that more directly generate overnight stays, visitor spending, and measurable economic impact, while also reducing staff safety risks.
California Welcome Center Analysis
Actions alreadytaken:
To control increasing operating costs and address safety concerns in 2026, the below changes are currently being tested.
These adjustments result in a budgeted operating cost of $250,000 ($180,000 net) for 2026($85,000 change from 2025). ○ Operating days adjusted from seven to five days per week (Wednesday-Sunday) eliminating the need for temporary contracted staffing.
○ Bathroom use has been closed to the public.
Need for Strategic Direction
The actions already implemented address immediate budget pressures but do not resolve the underlying safety and sustainability challenges. The Chamber therefore believes it must evaluate alternative operating models that ensure staff and visitor safety whileremaining financially responsible in the context of increasing overall costs.At the same time, any continued investmentshould be clearly aligned with VSR’ s core purpose of marketing Santa Rosa as a destination and supporting measurable tourism outcomes, including increased overnightstays and supporting related economic drivers.
California Welcome Center Analysis