SCHA Policy Platforms

SCHA supports a robust Sonoma County tourism sector as a key economic driver by creating jobs, expanding the local tax base, and supporting projects that grow our local economy by following sound development planning principles that garner local support. A strong tourism sector enhances our lifestyle and culture, helps to fund government programs, nonprofits, and regional parks while encouraging sustainable travel principles that protect and preserve our local destinations for generations to come.

SCHA supports funding for ongoing Sonoma County Tourism destination marketing efforts that result in positive industry growth and make Sonoma County a top destination. These efforts make a positive economic impact on our restaurants, tasting rooms, attractions and retail establishments while providing our residents and visitors alike with unsurpassed selection and variety.

SCHA supports workforce development and training efforts that promote jobs and education for our next generation of hospitality sector workers. These  include partnerships with local colleges and high schools to enhance culinary and hospitality programs, expanding industry internship opportunities, progressive visa programs addressing labor supply issues, exploring innovative housing partnership opportunities for seasonal labor, and reforms to current wage and tip policies to improve economic viability.

SCHA supports public/private efforts to develop and accelerate workforce housing projects countywide including the construction of more housing units, high density housing with transportation access, and innovative approaches addressing housing needs.

SCHA supports the staging of well-conceived, legally permitted and produced events with proper planning, coordination and communication with residents. We support events that adhere to the ordinances that are in place to reduce negative impacts on residents while bringing much needed hospitality business to our region.

SCHA supports a balanced and level playing field for STRs and online agents, fair local regulations and tax collections, and mitigation of community concerns. SCHA recognizes the significant positive economic impact of STRs to local TOT and BIA revenues. The revenues generated by STR guests support county programs enjoyed by the residents of Sonoma County and help local businesses and attractions in the hospitality sector and beyond.

SCHA is actively engaged with County and local governing bodies that support sound development practices that grow our local hospitality sector through common sense permitting policies and thoughtful compliance requirements that impact the hospitality industry. We strongly believe that an open dialogue between the hospitality industry, citizens, and government will help educate and build awareness industry-wide that result in win-win solutions. We strive to support hospitality sector projects with a clear road map to help new and existing businesses achieve compliance while supporting a strong local economy.

SCHA supports city and county efforts to provide shelter, emergency and support services, permanent and stable housing options, and plans to end homelessness in Sonoma County. This is a complex and expensive issue as it negatively impacts county residents, local business, employees, visitors, and reduces the desirability of Sonoma County as a destination.

SCHA supports DEI initiatives within the travel and tourism industry by encouraging programs that increase diversity in our workforce and promotes upward mobility for and across all sectors of the industry while welcoming visitors who reflect the diversity of our state, country and international communities.

SCHA values a high quality of life for people in the hospitality industry. We support access to affordable healthcare, meaningful work and/or volunteerism, family friendly policies for childcare, life/work balance, healthy food and lifestyle, and cultural and leisure activities.