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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 locally-owned restaurants, wineries, shops and attractions,  as well as increasing 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 local 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 local 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. Read details here.

To be considered for support through the FY 2019-20 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, 2018 and closes on August 31, 2018. Applications must be received by the Sonoma Valley Visitors Bureau by August 31, 2019 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 2019..

The Sonoma TID special event program has provided support for the following community programs:

Sonoma International Film Festival
Sonoma Valley Vintners & Growers Alliance (Signature Sonoma)
Sonoma Extra Virgin Olive Oil Festival
Sonoma Valley Museum of Art (New Exhibits)
Transcendence Theatre Company
Trashion Fashion 
Sonoma Art Walk
Valley of the Moon Vintage Festival
Sonoma Valley Volunteer Fire Association - Fourth of July Parade