Sonoma and Napa officials are trying to figure out how to let tourists know that wine country is still a good place to visit. A lot of money rests on their efforts.
As a result, Sonoma has had to rely on a more direct message.
The organization is conducting a survey of potential visitors throughout the state to gauge what type of new marketing campaign Sonoma County should launch in the coming months.“Down, but not out” was the first message written on the side of a business in downtown Napa, and it has since been replaced with “We’re back!”
Dan Hill, chief executive of Hill Impact, a crisis management firm in Washington, D.C., said the region could try to appeal to the charitable nature of tourists. He noted that was a primary reason why Puerto Rico has enjoyed an uptick in tourism in the two years after Hurricane Maria struck the island.
The Kendall-Jackson Wine Estate and Gardens in Santa Rosa, which had lost no buildings or vineyards in the fire, has been promoting its “farm-to-table” dinner offering, plus a new boccie ball court and picnic areas.
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