CITY OF SANTA ROSA:
ECONOMIC DEVELOPMENT SUBCOMMITTEE
PRESENTATION
SANTA ROSA, CA JUNE 2026
Robert Eyler, PhD
President, Economic Forensics and Analytics Inc.
[email protected]
1 2
Santa Rosa Jobs and Comparisons, Labor Force and Residential Employment, Number of Resident Workers, Jan 2016 to March 2026 Jobs at Santa Rosa
based employers:
In 2025, +1.2%,
approximately 80,000
California jobs in 2025:
+0.2%, 42,300 new jobs
60,000
65,000
70,000
75,000
80,000
85,000
90,000
95,000
100,000
Jan-16
Jun-16
Nov-16
Apr-17
Sep-17
Feb-18
Jul-18
Dec-18
May-19
Oct-19
Mar-20
Aug-20
Jan-21
Jun-21
Nov-21
Apr-22
Sep-22
Feb-23
Jul-23
Dec-23
May-24
Oct-24
Mar-25
Aug-25
Jan-26
Number of Resident Workers
LF Empl
Sources: California EDD and Federal Bureau of Labor Statistics (BLS) 3 Wages Two Ways, 2019 to 2026 (Official Comparative Data at County Level) Sonoma and Comparison Counties, Current and 2019 Dollars $22.22
$-
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.002019 Dollars per Hour
2019 Dollars
2019 Real 2026
$27.94
$-
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00Dollars per Hour
Current Dollars
2019 Nominal 2026
Sources: California EDD and Federal Bureau of Labor Statistics (BLS) Forecast to 2030: California Tourism Spending by Visitor Type (March 2026), Billions of Dollars, 2026-30 Forecast 4 $0
$20
$40
$60
$80
$100
$120
$140
$160
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030 Billions of Current Dollars
Business Leisure
These data not inflation-
adjusted
Visitors still not all the way
back in CA, which
suggests larger dollars
per visitor
Sources: Tourism Economics and Visit California
Countywide and State Trends: Visitor Spending and
Tourism Jobs, Index (2019 = 100), 2015-2025
5 Sources: Dean Runyan Associates and Visit California
107.5
-
20.0 40.0
60.0 80.0
100.0
120.0Index 2019 = 100
Visitor Spending
Sonoma Napa SF CA
101.8
-
20.0 40.0
60.0 80.0
100.0
120.0Index 2019 = 100
Tourism Jobs
Sonoma Napa SF CA
6 Key Travel Metric Comparisons: Occupancy Rates (%), Actuals and 12-Mo Moving Average, July 2020 to April 2026, Santa Rosa and Selected Places Source: CoStar
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Jul-20
Oct-20
Jan-21
Apr-21
Jul-21
Oct-21
Jan-22
Apr-22
Jul-22
Oct-22
Jan-23
Apr-23
Jul-23
Oct-23
Jan-24
Apr-24
Jul-24
Oct-24
Jan-25
Apr-25
Jul-25
Oct-25
Jan-26
Apr-26
Occupancy Rates (% of Available Rooms)
Santa Rosa Sonoma County Napa County SF
Revenue per Available Room (RevPAR), Santa Rosa and Selected Area, July 2020 to April 2026, Monthly, 12-Month Moving Average 7 Source: CoStar
$88.04
$-
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
Jul-20
Oct-20
Jan-21
Apr-21
Jul-21
Oct-21
Jan-22
Apr-22
Jul-22
Oct-22
Jan-23
Apr-23
Jul-23
Oct-23
Jan-24
Apr-24
Jul-24
Oct-24
Jan-25
Apr-25
Jul-25
Oct-25
Jan-26
Apr-26
RevPAR (Current Dollars)
Santa Rosa Sonoma County Napa County SF
Wine: Crush Outcomes, 2017 to 2025
8 240,938
186,846
170,814
144,807
-
50,000
100,000
150,000
200,000
250,000
300,000Tons Harvested
Tons Harvested 2017-2025
Sonoma Napa
$6,636
$2,763
$-
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$-
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
Sonoma Per Ton Pricing ($)
Napa Per Ton Pricing ($)
Per Ton Pricing ($)
Napa Sonoma
Sources: USDA and State of California
Santa Rosa: As Summer 2026 Unfolds
• Geopolitical issues, gas prices and Santa Rosa: consumer and visitor confidence • Small business pressures exacerbated by costs pressures across board • State budgets and equity markets: probably ok for 2026-27, toward 2030 more concerns
Three key items for Santa Rosa:
• Lower- to middle-income household pressures
• The wine industry and tourism broadly: are effects starting to show? • Economic diversity and development: staying competitive with known inventory and flexibility for new businesses, opportunities are there 9