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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 given to special events that are scheduled in the “off-season,” defined as November through April.

To be considered for support through the 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 in July, and applications are reviewed in August and September, with grants usually being notified in October and November.

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

Lighting of the Sonoma Plaza
Ballet Folklorico Quetzalen Children's Day
Sonoma Arts Live
Sonoma Petaluma Parks Holidays on the Frontier
Sonoma International Film Festival
Sonoma Valley Music Festival
Music In Place Holiday Music on the Plaza
Fiesta Navidena
Sonoma Valley Museum of Art (New Exhibits)
Fourth of July Fireworks and Parade
Valley of the Moon Vintage Festival