About Sonoma Plaza


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The Sonoma Tourism Improvement District (Sonoma TID) was formed to provide a stable source of funding for a sustained marketing program with the goal of increasing occupancy and room revenues at lodging properties in the City of Sonoma.

Increasing occupancy also has the added benefit of increased patronage at Sonoma’s restaurants, wineries, shops and attractions and increased Transient Occupancy Tax and Sales Tax for the City of Sonoma.
Beginning July 1, 2012 a 2% assessment will be added to all overnight stays in the City limits (hotels, motels, B&Bs, guest houses and vacation rentals).

The Sonoma Tourism Improvement District has contracted with the Sonoma Valley Visitors Bureau to develop and implement a comprehensive plan to market Sonoma as an overnight destination. Funds can also be used to support visitor center services and for the promotion of events that drive overnight business to lodging properties in Sonoma. Download our Special Event and Promotional Program Policy.

Marketing will be primarily focused on attracting Bay Area residents and visitors during the non-peak months of November through April, as well as increasing midweek group business.

Sonoma TID Special Event Grant Program

The Special Event Promotional Program is a funding mechanism to support special events that drive overnight room stays within City limits. Preference is provided to special events that are scheduled in the “off-season,” defined as November through April.

To be considered for support through the FY 2016-17 TID Special Event Grant Program, a completed application and all supporting documents must be submitted to the Sonoma Valley Visitors Bureau.

The application period opens July 1, 2016 and closes on August 31, 2016. Applications must be received by the Sonoma Valley Visitors Bureau by Thursday, August 31, 2015 no later than 4:00 p.m. Methods of submitting applications: 1) via email: marketing@sonomavalley.com (subject line: Sonoma TID Marketing Grant Program); or 2) by delivering the application packet to the Plaza Visitor Center, located at 453 First St. E, Sonoma, CA 95476. An award decision will be made and announced during September 2016.