Sonoma County Tourism Partner Survey 2021

While Sonoma County, and all organizations that market the area, have become accustomed to working through and emerging out of a crisis, the COVID-19 pandemic is a protracted and globally consequential crisis that will require partnerships across all industry sectors to help ensure full recovery. As we begin planning for this recovery, Sonoma County Tourism is very interested in hearing from our partners. We fully realize we all will be trying to achieve more with less, financial resources are extremely limited, and our pathway forward may be rerouted by obstacles, so want to ensure our programs are highly focused and truly benefit your business.

Please take a few minutes to answer the following questions so we’re sure to create a recovery plan that will work for all.

Participation Incentive

We know this is an in-depth survey. If you submit your survey on or before Feb. 19, you will enter to win:

One of 10 Sonoma County Tasting passes good for one day (for 2) of tastings at a variety of wineries, craft breweries and distilleries.

One of five (5) sumptuous Sonoma County Wellness boxes filled with items to pamper yourself.

Thank you for your participation!

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* 1. What market segment(s) have been most important to your business? Please rank in order of importance.

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* 2. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

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* 3. What opportunities offered through SCT have been most beneficial to you/your business? Please rank in order of importance.

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* 4. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

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* 5. Has the importance of these programs changed due to the COVID-19 pandemic?

Yes

If yes, please explain the difference:

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* 6. Looking ahead to the next 12 – 18 months, please rank the following SCT offerings in terms of importance to your business:

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* 7. What information do your customers request that’s not currently available?

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* 8. As we look at the next 12 – 18 months, what opportunities provided through SCT do you believe will be most beneficial for your business to recover? Please rank in order of importance.

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* 9. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

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* 10. For 2021, SCT is planning to produce a twice-yearly digital “Inspiration Guide” rather than the annual printed visitor guide. This will allow for faster and cost-free distribution, as well as flexibility in seasonal messaging. For advertisers, it will also mean lower costs to participate.

From your perspective, will these changes impact how you share visitor information about Sonoma County with your customers?

Yes

If yes, in what ways?

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* 11. If your property welcomes leisure groups (weddings, special events), please let us know if/how you’re changing your protocols (may be pre-COVID or during COVID) in regard to cancellation and/or attrition policies.

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* 12. Do you offer courtesy blocks?

Yes

N/A

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* 13. If your property hosts business groups, please let us know if/how you’re changing your cancellation and/or attrition policies.

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* 14. Are these protocols tied to a brand (Hilton, Marriott) or association (California Hotel and Lodging Association) set of guidelines?

Yes

N/A

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* 15. Have you made any changes to your infrastructure that will help you return to in-person meetings and/or hybrid events (e.g. wifi, audio visual technology, set-up)?

In looking more specifically at the recovery, we believe this will occur in phases:

Phase 1: May – September 2021: Leisure travel from regional markets expanding to leisure travel from outer markets.

Phase 2: September 2021 – March 2022: Leisure travel from regional, outer and national (direct flight) markets; (small) special events; group business including meetings and incentive travel and wedding planning.

Phase 3: March 2022 – December 2022: Continued growth in leisure, solid group and event business and the start of international visitation.

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* 16. Phase 1 (May – September 2021):

As you consider marketing to regional markets, please rank the following potential opportunities in order of importance to your business:

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* 17. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

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* 18. When promoting your business to regional markets, which media channels work best for you?

Broadcast/TV

Digital

Radio

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* 19. What do you feel will be most important marketing messages for Phase 1?

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* 20. Phase 2 (September 2021 – March 2022):

As you consider marketing to regional and direct flight markets, please rank the following potential opportunities in order of importance to your business:

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* 21. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

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* 22. What do you feel will be the most important marketing messages for Phase 2?

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* 23. Phase 3 (March – December 2022):

As you consider marketing to regional and direct flight markets, and the projected start of international visitation, please rank the following potential opportunities in order of importance to your business:

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* 24. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

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* 25. What do you feel will be the most important marketing messages for Phase 3?

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* 26. Do you work with an external PR agency?

Yes

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* 27. Do you work with an external marketing/advertising firm?

Yes

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* 28. What key market trends (in your industry) are most important to your business?

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* 29. SCT’s budget has been significantly impacted by the COVID-19 pandemic. As we look at funding models to help ensure long-term organizational sustainability, please let us know if you’d be willing to participate in programs that require some level of financial contribution from our partners. These programs will be developed to help drive your business and will come with a strong and communicated return-on-investment.

Yes, my business would be willing to consider participating in programs that would require a financial contribution

No, my business would not be willing to consider participating in programs that would require a financial contribution

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* 30. If you selected yes in the previous question, in what types of programs would you be most interested (please check all that apply)?

Marketing partnership – provides for more prominent placement across SCT’s sales/marketing materials and programs customized to fit your business needs. The placement would be provided based on the allocation per program tier.

Membership – provides general benefits to your business based on those allotted per financial tier.

Cooperative marketing – inclusion in a particular marketing piece or program.

Trade show participation – elevating Sonoma County’s presence at key domestic trade shows (meeting planners, travel trade)

N/A

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* 31. What total annual financial level would you consider if the programs compelled you to participate?

<$499

$500 - $999

$1,000 - $2,499

$2,500 - $4,999

>$5,000

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* 32. What types of programs would you like SCT to offer that it doesn’t currently offer?

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* 33. Please complete this sentence: “For Sonoma County’s tourism and hospitality businesses to be successful into the future, we must …”:

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* 34. Thank you for completing the survey! If you would like to be entered to win an incentive prize, please provide your full name and email address.

NAME:

EMAIL:

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* 35. Please also identify your industry sector:

Lodging – not short-term rental

Short-term Rental

Winery/Tasting Room

Attractions (including parks, private outfitters and experiences, etc.)

Restaurant

Retailer

Other (please specify)

Sonoma County Tourism Partner Survey 2021

Question Title

* 1. What market segment(s) have been most important to your business? Please rank in order of importance.

Question Title

* 2. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

Question Title

* 3. What opportunities offered through SCT have been most beneficial to you/your business? Please rank in order of importance.

Question Title

* 4. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

Question Title

* 5. Has the importance of these programs changed due to the COVID-19 pandemic?

Question Title

* 6. Looking ahead to the next 12 – 18 months, please rank the following SCT offerings in terms of importance to your business:

Question Title

* 7. What information do your customers request that’s not currently available?

Question Title

* 8. As we look at the next 12 – 18 months, what opportunities provided through SCT do you believe will be most beneficial for your business to recover? Please rank in order of importance.

Question Title

* 9. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

Question Title

Question Title

* 11. If your property welcomes leisure groups (weddings, special events), please let us know if/how you’re changing your protocols (may be pre-COVID or during COVID) in regard to cancellation and/or attrition policies.

Question Title

* 12. Do you offer courtesy blocks?

Question Title

* 13. If your property hosts business groups, please let us know if/how you’re changing your cancellation and/or attrition policies.

Question Title

* 14. Are these protocols tied to a brand (Hilton, Marriott) or association (California Hotel and Lodging Association) set of guidelines?

Question Title

* 15. Have you made any changes to your infrastructure that will help you return to in-person meetings and/or hybrid events (e.g. wifi, audio visual technology, set-up)?

Question Title

* 16. Phase 1 (May – September 2021): As you consider marketing to regional markets, please rank the following potential opportunities in order of importance to your business:

Question Title

* 17. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

Question Title

* 18. When promoting your business to regional markets, which media channels work best for you?

Question Title

* 19. What do you feel will be most important marketing messages for Phase 1?

Question Title

* 20. Phase 2 (September 2021 – March 2022):As you consider marketing to regional and direct flight markets, please rank the following potential opportunities in order of importance to your business:

Question Title

* 21. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

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* 22. What do you feel will be the most important marketing messages for Phase 2?

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* 23. Phase 3 (March – December 2022):As you consider marketing to regional and direct flight markets, and the projected start of international visitation, please rank the following potential opportunities in order of importance to your business:

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* 24. Please specify “other” from above. Or type N/A and click OK to proceed to the next question.

Question Title

* 25. What do you feel will be the most important marketing messages for Phase 3?

Question Title

* 26. Do you work with an external PR agency?

Question Title

* 27. Do you work with an external marketing/advertising firm?

Question Title

* 28. What key market trends (in your industry) are most important to your business?

Question Title

Question Title

* 30. If you selected yes in the previous question, in what types of programs would you be most interested (please check all that apply)?

Question Title

* 31. What total annual financial level would you consider if the programs compelled you to participate?

Question Title

* 32. What types of programs would you like SCT to offer that it doesn’t currently offer?

Question Title

* 33. Please complete this sentence: “For Sonoma County’s tourism and hospitality businesses to be successful into the future, we must …”:

Question Title

* 34. Thank you for completing the survey! If you would like to be entered to win an incentive prize, please provide your full name and email address.

Question Title

* 35. Please also identify your industry sector:

* 16. Phase 1 (May – September 2021):

As you consider marketing to regional markets, please rank the following potential opportunities in order of importance to your business:

* 20. Phase 2 (September 2021 – March 2022):

As you consider marketing to regional and direct flight markets, please rank the following potential opportunities in order of importance to your business:

* 23. Phase 3 (March – December 2022):

As you consider marketing to regional and direct flight markets, and the projected start of international visitation, please rank the following potential opportunities in order of importance to your business: