New curated experiences highlight the depth of Sonoma County’s offerings, engaging travelers with unique, hands-on encounters beyond the vineyard
SANTA ROSA, CA — Sonoma County Tourism (SCT) announced today the launch of Sonoma County Signature Experiences, a curated collection of immersive, behind-the-scenes offerings that connect visitors with the people, landscapes, and traditions that define Wine Country and beyond. Developed in collaboration with select local partners, these activities reinforce SCT’s Wine Country for All of Us initiative, inviting travelers to engage with the region through exclusive, intimate, and interactive experiences.
While Sonoma County has long been celebrated for its world-class wines, today’s visitors—of all generations—seek deeper, more meaningful connections with the places they explore. From getting hands-on in a winemaker’s world to foraging for coastal delicacies, these Signature Experiences highlight the region’s culinary innovation, outdoor adventure, and environmental stewardship while honoring Sonoma County’s rich heritage in wine and hospitality.
Sonoma County’s Signature Experiences: Connecting Visitors To Place
Below are the highlights of the Signature Experiences. You can find full descriptions and booking details at https://www.sonomacounty.com/experiences/sonoma-county-signature-experiences/.
Taste of Coastal Foraging
Timber Cove Resort, Jenner
Expert guides take participants on a hands-on foraging adventure along the Sonoma Coast to learn how to identify wild mushrooms, edible seaweed, and seasonal plants while gaining insights into how to mindfully protect the delicate yet resilient coastal ecosystem. The journey culminates at Timber Cove Resort, where the Coast Kitchen culinary team transforms your findings into a curated tasting of fresh, foraged flavors.
Animal Care & Enrichment Experience
Safari West Wildlife Preserve, Santa Rosa
Go behind the scenes at Sonoma County’s premier wildlife preserve and create enrichment activities tailored to specific species, such as puzzle feeders or sensory toys. Then, observe as the animals explore and interact with your creations.
Paddle the Petaluma: Turn to the River
The Floathouse, Petaluma
With a Floathouse guide, you’ll explore the Petaluma River’s significance in Indigenous life, 19th-century shipping, and contemporary restoration efforts, gaining a unique perspective on Petaluma’s rich history and its evolving relationship with waterways.
The Remarkable Redwoods
Sonoma Zipline Adventures, Occidental
Experience the exhilaration of ziplining like never before. Before you soar through one of California’s longest and fastest courses, a knowledgeable guide will share the remarkable resilience, interconnectedness, and quiet wisdom of these ancient giants, blending adrenaline with a deep appreciation for nature’s power and unity.
A Passion for Pinot: Inside the Winemaker’s World
Cartograph Wines, Healdsburg
Go behind the scenes with the winemaker to taste wines at various stages, explore the tools and techniques used in the cellar, and gain insight into the artistry and precision behind every sip. This immersive experience offers a rare glimpse into the decisions, challenges, and passion that shape each vintage.
Antonia Bartholomew Legacy Vineyard Tour & Tasting
Bartholomew Estate Winery, Sonoma
A guided, behind-the-scenes look at the birthplace of California’s world-class wine industry. Explore Count Agoston Haraszthy’s centuries-old vineyards, the historic Haraszthy Villa—typically off-limits to visitors—and the legacy of Antonia Bartholomew, whose stewardship helped shape this iconic estate. The experience concludes with a tasting of award-winning wines crafted under the stewardship of the Frank H. Bartholomew Foundation.
Bold Dreams: The Dry Creek Vineyard Story
Dry Creek Vineyard, Healdsburg
Explore the legacy of David S. Stare, the visionary who established Dry Creek Valley’s first post-Prohibition winery and brought Sauvignon Blanc to the region. Discover the family’s ongoing commitment to sustainable farming and heritage Zinfandel, and savor the wines paired with estate-grown honey, olive oil, and artisanal cheeses.
Relish Sonoma Excursions: A Taste of the Land
Relish Culinary Adventures, Healdsburg/Sebastopol
Gain behind-the-scenes insight from the small-scale farmers, cheesemakers, and artisans who drive Sonoma County’s vibrant culinary scene. Step into the role of a maker with hands-on experience in cheesemaking, tea blending, and more. Your journey concludes with a seasonal lunch crafted from the freshest ingredients sourced along the way.
Secrets of Sonoma: A Culinary Wine Pairing Journey
St. Francis Winery & Vineyards, Santa Rosa
Explore insights into your unique palate with guidance from a wine expert during this collaborative and interactive food and wine pairing, equipping you with the confidence to explore pairings in bold, unexpected ways. Enjoy a seasonally inspired menu carefully crafted to showcase a balance of flavors—sweetness, richness, acidity, and bitterness.
How To Book
Reservations for Sonoma County’s Signature Experiences are now open at https://www.sonomacounty.com/experiences/sonoma-county-signature-experiences/. Due to limited availability and intimate group sizes, early booking is encouraged.
The program was developed in partnership with the Veneto Collaboratory, a proven experience and destination development process implemented by destinations across North America. As a result of its 2023 Destination Stewardship and Resiliency Master plan and the key imperative designed to tell the region’s cultural stories, SCT contracted with Joe Veneto to bring his Experience Design Studio process to Sonoma County.
“We already know that Sonoma County has a wealth of compelling stories that can help visitors connect more deeply with the destination,” said Claudia Vecchio, President and CEO of Sonoma County Tourism. “Through this initiative, our partners can be more intentional about sharing their own stories and offering immersive experiences that help create an authentic sense of place, which is so important to travelers right now.”
“Sonoma County has a tremendous diversity of assets, attractions, and amazing people that sets the destination up well to go deeper to develop a collection of new compelling offerings,” said Joe Veneto, chief experience officer of Veneto Collaboratory. “When I started working with the partners, it became clear that not only are the experiences reflective of that diversity, but by uncovering and sharing the participants’ stories, visitors connect with their great heart, passion, and expertise – that’s an unbeatable combination.”
Driving Value For Local Businesses And The Travel Economy
As the travel industry evolves, Sonoma County’s Signature Experiences respond to a growing demand for immersive, activity-oriented travel. This trend has led to a double-digit increase in interest among affluent travelers, families, and younger generations. Studies indicate travelers are willing to spend more on hands-on, exclusive, and educational experiences, particularly those rooted in local culture.
Rooted in sustainability and community impact, Sonoma County’s Signature Experiences are designed to support local businesses by connecting visitors with the region’s winemakers, naturalists, chefs, and artists, encouraging direct engagement and economic growth for local entrepreneurs. While wine lovers remain central to the region’s tourism appeal, these experiences broaden Sonoma County’s visitor base, attracting culinary travelers, outdoor adventurers, families, and experience-driven millennials seeking immersive, hands-on opportunities. By offering seasonal and activity-driven experiences, the program encourages travel beyond the peak harvest season, helping businesses thrive during shoulder seasons and midweek periods. Sonoma County’s rich blend of agriculture, history, and natural beauty sets it apart from other regions, positioning it as a leader in experiential travel and inviting visitors to explore its depth beyond the vineyard.
The Future Of Tourism: Blending Tradition With Innovation
Sonoma County’s Signature Experiences showcase the region’s renowned wines and celebrate its culinary artisans, natural wonders, and community visionaries. Whether it’s tasting the legacy of a pioneering winemaker, engaging with a local cheesemaker, or kayaking through historic river towns, visitors are encouraged to discover a deeper side of Sonoma County.
“This is Wine Country, but it’s also so much more,” added Vecchio. “We want visitors to feel like they truly know Sonoma County—not just its wines, but its people, landscapes, and the stories that make this place special.”
About Sonoma County Tourism Sonoma County Tourism is the official destination stewardship organization for California’s Sonoma County. Committed to creating a vibrant economy through fostering inclusivity, sustainability, and community connections, SCT promotes the region as a welcoming haven for all. Learn more about our innovative work to responsibly enhance the local economy: https://www.sonomacounty.com/partners/about-sonoma-county-tourism/.
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For additional details, media inquiries, or partnership opportunities, please contact:
Birgitt Vaughan
Sonoma County Tourism
publicrelations@sonomacounty.com
