Economic Profile
Tourism and agriculture are the major economic drivers for the Sonoma Valley. The Valley, birthplace of California's famed wine industry and home to more than 40 wineries, is a destination sought by visitors from around the world for its wine, food, culture, and vitality. It is estimated that more than half a million visitors each year are attracted to Sonoma Valley's wineries, art galleries, historical sites, spa facilities, restaurants, and special events.
Based on a 2008 survey by the Sonoma County Tourism Bureau, the profile for the Sonoma Valley visitor includes the following:
- An average stay of 3.7 days. Approximately 20% are day visitors, and nearly a quarter are on longer trips (10 days or more).
- Nearly one third of visitors come from the San Francisco Bay Area. About 7% come from the L.A. area, and about 7% are international visitors.
- More than 80% visit one or more winery tasting rooms during their stay (the average number of wineries visited is 6.2).
- The average age of visitors is 47.2 years old. More than half are between ages 35 and 54. Only a small proportion are traveling with children.
- Mean daily visitor spending is $245. The mean household income of visitors is almost $118,000.
The largest private sector employers in the Sonoma Valley include Infineon Raceway, Fairmont Sonoma Mission Inn and Spa, St. Francis Winery, The Lodge at Sonoma Hotel and Spa, Sonoma Market/Glen Ellen Village Market, MacArthur Place Hotel and Spa, and Sebastiani Winery. Other major employers inlcude the Sonoma Developmental Center, Sonoma Valley Unified School District, and Sonoma Valley Hospital. The majority of local employers are small; more than 60% of Sonoma's jobs are found in businesses with fewer than five employees. There is a large and active home-based business sector in Sonoma Valley. For labor market information, visit the Workforce page.
Colleges and universities within commuting distance include Napa Valley College, Sonoma State University, Santa Rosa Junior College, Empire College, Dominican University, USF, Golden Gate University, and the University of California - Berkeley.