Economic Profile

Tourism and agriculture are the major economic drivers for Sonoma Valley.  The Valley, birthplace of California's famed wine industry and home to almost 100 wineries and tasting rooms, is a destination favored by visitors from around the world for its wine, food, culture, and vitality.  It is estimated that close to 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 2010 survey of more than 400 visitors from outside of the county, the profile for the Sonoma Valley visitor includes the following:

• 54% are from California, 28% are from elsewhere in the U.S., and 18% are from other countries.  The Bay Area is the largest source of domestic visitors, while the top foreign visitor markets are Canada and the U.K., followed by Germany, Japan, and Australia.
• More than 20% of Sonoma Valley's visitors are on a "side trip" from a visit to San Francisco.
• Approximately 40% are day visitors.  For overnight visitors, the average stay is 2.2 days. 
• The vast majority (93%) come by auto, and 5% come by tour bus, van, or limo.
• While in Sonoma Valley, the most popular activities include visiting the Plaza (78%), dining in restaurants (78%) and visiting wineries or wine tasting (76%).
• The average age of visitors is 44.3 years old.  More than half are between ages 25 and 44.  Only about 20% are traveling with children.
• The mean household income of visitors is $96,200, and more than 60% of visitors have an annual household income of $80,000 or more.

For details, visit the complete Vistor Survey results.

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.  A growing number of employers can be found in the Valley's light industrial corridor along Eighth St. East.  Learn about local business trends and issues from a summary of a 2011 survey of the Valley's largest employers and tax generators.

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.

Sonoma Valley is within an easy drive of several colleges and universities, including Napa Valley College, Sonoma State University, and Santa Rosa Junior College.  Also within commuting distance are Empire College, Dominican University, USF, Golden Gate University, the University of California - Davis and the University of California - Berkeley, among others.