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Santa Rosa to solicit consultants for a city-focused tourism strategic plan under SRTBIA work plan

Santa Rosa Tourism Business Improvement Area (SRTBIA) Advisory Board · February 3, 2026

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Summary

City staff said the SRTBIA 2025–2028 work plan includes commissioning a Santa Rosa–specific tourism strategic plan; staff will issue an RFP for consultant services (draft scope ~15 pages), aim to launch solicitation in Q1, and hold study sessions in 2026.

Scott Adair, the city’s chief economic development officer, told the advisory board the SRTBIA 2025–2028 work plan directs staff to produce a Santa Rosa–centric tourism strategic plan and to seek consulting support through a public solicitation.

Adair said the draft scope of work—about 15 pages—is intended to produce an inventory of tourism assets, a market-positioning analysis using data sources such as mobile analytics and point-of-sale data, and…

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