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SONOMA COUNTY-TOURISM, WINE AND CRAFT BEVERAGE

Where is Sonoma County?

Population: 483,878 Land Area: 1,768 square miles 76 miles of coastline 9 incorporated Cities Santa Rosa is the largest city and county seat The voters have twice approved open space

initiatives that have provided funding for public acquisition of natural areas, preserving forested areas, coastal habitat and other open space.

Community Profile

  Median Household Income Median Home Sales Price

Sonoma County $64,343.00 $479,000.00

San Francisco $72,947.00 $840,000.00

California $61,632.00 $433,760.00

United States $52,762.00 $213,500.00

Source: ACS, 2007-2011 Data Source: Various

High Cost of Living

$1.47 billion in 2011 9% Increase over 2010 Visitor spending accounts for 19 percent

of local tax revenue in Sonoma County,

Key Industries- Tourism

Tourism creates nearly 17,000 jobs From 2001 through 2011 tourism

spending has increased by 41.5%

Key Industries- Tourism

Over 300 wineries Annual Sonoma County grape

harvest is worth an estimated $200 million

Represents 61 percent of the county’s total agriculture. 

13 recognized AVA’s- most in US

Key Industries- Wine

Creation of a Regional Brand

Conjunctive Labeling

Conjunctive Labeling: Labeling of a wine to show both region and sub-region (AVA) of origin. In our case, it refers to the inclusion of “Sonoma County” on the label of all Sonoma County wines along with any AVA designation.

Objectives:• Build brand equity for Sonoma County wines • Preserve and strengthen Sonoma County’s position as a recognized world-

class wine region• To increase sales of wines produced from Sonoma County grapes.• To increase recognition for every AVA within Sonoma County, and ensure that

consumers understand where they are.

Expanding Sonoma County Brand- Food and Craft Beverages

Expanding Sonoma County Brand- Craft Beverages

• EDB interns indentified emerging industry• Created first local industry report for Craft Beverage• Excellent fit with Sonoma County Brand and Tourism• Well received in banking community

More than 2,300 Craft Breweries in U.S. Craft beer sales increased 15% in 2012 Number of craft distilleries has increased five-

fold in the last five years Craft cider sales increased 70% in 2012

Craft Brewery National Trends

Craft beer sales increased 41% in 2012 Three distilleries in Sonoma County using locally

sourced ingredients to win national awards California Cider Company is the largest family

owned cidery in the United States

Sonoma County Trends

Craft Beverage Industry

Estimated total economic impact of craft brewery industry is $123 million

680 jobs supported by craft breweries Lagunitas Brewing Company employs 50% of

Sonoma County’s brewery industry

Economic Impact

In the next year: 95% expect to expand production 85% expect to invest in locations and equipment 65% expect to hire more full-time workers

Impediments: Permits and Local Regulations State and Federal Regulations Access to Water

Growth Trends

Russian River Brewing Company’s Pliny the Younger is released annually in February

In 2013, 12,500 people visited the pub, 65% being tourists

The estimated economic impact of tourist spending was $2.35 million

Pliny the Younger

Industry conference – Fall 2013 Task group to address challenges Creation of Sonoma County Beer Trail Map Regional and National promotion through

Sonoma County Tourism

Next Steps- Craft Beverage