Annual Meeting connected changes in wine travel, technology and the economy to practical steps for reaching visitors
October 2, 2026 (Santa Rosa, CA) — Sonoma County Tourism announced today a continued focus on transformation to help the industry navigate through significant headwinds. At its 2026 Annual Meeting, the organization addressed the need for “Transformation” in both messaging and operational programming to help local businesses thrive in a time of uncertainty. With the evolving wine industry, mounting economic pressures, the decline of the U.S. brand abroad, and the sweeping influence of AI, the tourism industry continues to grapple with complex obstacles.
The program paired broad travel perspectives with practical business guidance. Travel industry icon Rick Steves discussed what makes a destination memorable and how Sonoma County tourism industry professionals can more intentionally interact with visitors to create transformational experiences. Wine travel writer Jamie Knee explored how wine, food, hospitality and local stories can encourage visitors to stay longer, explore more and return. Breakout sessions examined national economic trends, what meeting planners look for in a destination, how Sonoma County businesses appear in AI-powered recommendations, and ways to communicate tourism’s value to community and government leaders.
Businesses also took part in a Sonoma County Brand Studio workshop to help shape how the destination presents itself to travelers. The foundation for this has been Sonoma County Tourism’s year-long effort to identify a Blue Ocean strategy for the destination. “Blue Ocean strategy calls for an approach that repositions the destination to find uncontested market space and new demand,” said Claudia Vecchio, president and CEO of Sonoma County Tourism. “Outside of Sonoma County’s extraordinary assets, the region has an unmistakable personality that sets it apart from every other wine-centered destination. Finding Blue Ocean means navigating out of the sea of marketing sameness to identify what makes Sonoma County truly unique. This starts with identifying a new brand.”
Tourism continues to be a significant economic driver for Sonoma County. In 2025, visitors spent $2.4 Billion in Sonoma County resulting in $231 million in state and local taxes. The industry recorded 22,708 leisure and hospitality jobs, a 1.7 percent year-over-year increase. These revenues help support public services and community programs, including parks, roads, arts and culture, and public safety.
FY26-27 Board of Directors Ratified
Sonoma County Tourism also announced its fiscal year 2026-27 Board of Directors. Michael Collins, general manager of Vinarosa Resort & Spa, will serve as the new board chair. John Kennedy of Kenwood Inn & Spa/Four Sisters Collection will serve as treasurer, and Karim Ikrimah of Fairmont Sonoma Mission Inn & Spa will serve as secretary. The full board roster appears below.
FY 2026-27 Board of Directors
Michael Collins, Vinarosa Resort & Spa, Chair
John Kennedy, Kenwood Inn & Spa/Four Sisters Collection, Treasurer
Karim Ikrimah, Fairmont Sonoma Mission Inn & Spa, Secretary
Joe Bartolomei, Farmhouse Inn
Thera Buttaro, Bodega Bay & Beyond/Sonoma Coast Living
Andrea Harris, Hilton Garden Inn
Kirk Lok, Quality Inn Petaluma/Fairfield Inn Sebastopol
Brandon Mrkvicka, Hampton Inn & Suites Windsor
Bert Rangel, Rivers End Restaurant & Inn
Board of Supervisors Appointees
Christopher Hunsberger, Appellation Hotels, Countywide Appointee
Tim Zahner, Sonoma Valley Visitor Bureau, District 1
Jennifer Buffo, Pure Luxury Transportation, District 2
Caroline Shaw, GALLO, District 4
Margaret Grahame, District 5
Kirstyne Lange, KAL Consulting, LLC, District 5
Ex-Officio Members
Ethan Brown, Economic Development Collaborative
David Guhin, County of Sonoma, with McCall Miller as alternate
Marie McCusker, Petaluma Downtown Association & Visitors Program
Jon Stout, Charles M. Schulz Sonoma County Airport
Jeremy Weinstein, Graton Resort & Casino
Bert Whitaker, Sonoma County Regional Parks, with Steve Ehret as alternate
Bill Arnone, Legal Counsel
Claudia Vecchio, President and CEO
SCT’s support for local businesses continues throughout the year. Tourism-related businesses can maintain a free listing on SonomaCounty.com, submit events and special offers, share news with SCT’s public relations team, and connect with its group sales staff about meeting and event opportunities. SCT also offers training, research and marketing resources to help partners make informed decisions and reach visitors.
Sonoma County businesses can learn more at sonomacounty.com/partners/
About Sonoma County Tourism
Sonoma County Tourism (SCT) is the official destination stewardship organization for California’s Sonoma County. Committed to cultivating a vibrant economy through inclusivity, sustainability and community connections, SCT promotes the area as a welcoming destination for all. Learn more at sonomacounty.com/partners/about-sonoma-county-tourism/.
