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Board approves $50,000 in event support funding for mid‑2025 events
Summary
The SRTBIA board approved $50,000 in event support funding for July 1–Dec. 31, 2025, awarding grants to six events and specifying the money be used largely for marketing to drive overnight stays.
The SRTBIA board approved $50,000 in event support funding for events taking place July 1–Dec. 31, 2025, awarding grants to six events and directing that the funds be used primarily for marketing outside Sonoma County.
Meredith Knudsen, public arts coordinator, presented the recommendations at a special meeting and told the board, “we have a hundred thousand dollars to give away every year. And since this is half of the year, we worked with $50,000.” The board voted unanimously to approve the panel’s allocations.
The selection panel reviewed 15 applications submitted Feb. 1–March 30, 2025, and found four ineligible because of location or date. Applicants requested a total of $172,600; the panel recommended awarding the full $50,000 available for the half‑year cycle. Recommended awards were: Snoopy Senior World Hockey, $17,500; Santa Rosa Marathon, $15,000; Inspiration Sports Foundation, $2,500; Pride in Vino, $5,000; Turkey Trot, $5,000; and Winter Blast, $5,000.
Knudsen told the board the panel used questions focused on how an event increases overnight visits, marketing beyond Sonoma and neighboring counties, long‑term sustainability and overall application score. She said the panel conducted an initial virtual scoring round, then met in person to review budgets, histories and local impact without re‑scoring.
As a condition of the awards, staff recommended and the board approved that funding be used for marketing to draw visitors from outside Sonoma County and that award letters specify the desired use. Knudsen noted the Snoopy Senior World Hockey organizers proposed player gifts such as jackets that would include Santa Rosa branding; she described that as consistent with the board’s goal to “brand Santa Rosa” and increase hotel stays. Knudsen also said the Snoopy tournament lists six hotels on its website and that roughly 80% of its estimated attendees come from outside Sonoma County: “About 80% are coming from outside of Sonoma County.” She told the board Snoopy reported about 100 players and approximately 6,000 spectators, and staff suggested working with the event to add VisitSantaRosa.com links and hotel packages.
Board members asked staff to make inclusion of the VisitSantaRosa.com hotel link a requirement in award communications. Knudsen said the request is already noted in recent emails from staff and that she will ensure the link requirement is added to the award letters.
There was a brief public comment period for this item only; a commenter asked for a printed copy of the materials and asked for clarification about the Snoopy tournament’s fiftieth‑anniversary references. Staff agreed to provide a copy before the meeting adjourned.
The motion to approve the recommendations was made by Chair Rivera and passed unanimously; Board members Renteria, Pace and Sweet voted yes. Board member Anderson was absent. After the vote the board adjourned the special meeting.
Staff will proceed with award letters specifying marketing use and the VisitSantaRosa.com link requirement, and recipients will be notified to begin marketing efforts for events scheduled July–Dec. 2025.
