Tourism
Sonoma County’s allure as a global destination for high-end wines, craft beer, outdoor recreation, and cutting-edge cuisine is a critical component of the region’s ongoing economic success.
Large employers, small businesses, and entrepreneurs all rely on the strength of the local tourism economy, which generated $1.97 billion spent by visitors to Sonoma County in 2021, and also provides amenities and recreation opportunities for locals. While Sonoma County has a diverse economy, tourism is foundational to it. Investment in the industry, the arts, and in special events must be encouraged to help the industry continue to recover as quickly as possible, and will play a critical role in our local, regional, and state level economic success.
We support the expansion and development of hotel rooms, in particular those providing extended stay and large conference amenities. Local employers depend on access to hotel rooms and insufficient large conference amenities locally mean that we aren’t able to compete adequately for large meetings, conferences, and events that would bring a positive economic impact to our region.
We support the expansion of full service and luxury properties, ensuring access to a target market that brings higher TOT and BIA funding. We support and invest in events, facilities, and other cultural resources that promote Santa Rosa and the region as a world class destination.
Transient Occupancy Taxes provide vital funding for tourism support, advertising and marketing Sonoma County and Santa Rosa as a desirable destination, and for making investments to improve the community in ways that enhance the desirability of our destination. Careful consideration needs to be given to increases in TOT that could drive customers away and on areas of investment that deliver high returns for the community.
As policies are considered regarding vacation rentals, we support the use of data to make policy decisions. As a vital segment of the tourism economy, any policies limiting or governing them must use data to separate issues from perception.
Homelessness, as noted in this platform as to the impact downtown, is negatively impacting tourism and visitor willingness to book room stays. The challenges that homelessness is creating for this industry that is foundational to our economy are yet another reason to address unlawful behavior, focus funding on interim shelter with services, and implement proven solutions to help the most vulnerable.
