Experience Has Become the Product

Sonoma County has never struggled to attract visitors.

The question now is whether we can keep giving them a reason to come back.

That was the conversation at our June General Membership Meeting.

Yes, people are still traveling. They're just making different decisions. They're spending more carefully, looking for experiences over things, and asking whether a destination is worth both their time and their money.

As Sonoma County Tourism CEO Claudia Vecchio put it, "We are definitely facing some headwinds." But those headwinds aren't unique to us. Every destination is competing for the same visitor.

The difference isn't going to be who has the best marketing.

It's going to be who creates the best experience.

That theme came up over and over throughout the conversation. Visitors want authenticity. They want to meet the people behind the businesses. They want stories they'll tell when they get home. They want to feel like they experienced Sonoma County—not just visited it.

That matters well beyond tourism.

Whether you own a winery, a restaurant, a retail shop, or a professional services firm, customers expect more than they did five years ago. They're more intentional with how they spend, and they're asking harder questions before they open their wallets.

At the same time, businesses are navigating higher costs, labor shortages, and tighter margins. As Gerard Giudice reminded us, "Our industry is predicated on disposable income." When consumers pull back, businesses feel it quickly.

My biggest takeaway wasn't that Sonoma County has a tourism challenge.

It was that every business now has an experience challenge.

The businesses that stand out won't necessarily be the cheapest or the biggest.

They'll be the ones people remember.