In April, NBC’s “Today” show will highlight the best of Sonoma County, California, from its tourist attractions to its local artists. Sonoma County Tourism CEO Claudia Vecchio announced that “The third hour of the ‘Today’ program will be filmed from St. Francis Winery,”
“There will be a special ‘VIP’ event at the Flamingo (Resort) celebrating Sonoma County’s makers. And the wellness retreat will be at Bricoleur Vineyards” in Windsor and will play host to the health and wellness weekend. The City of Santa Rosa is home to both the St. Francis Winery and the Flamingo Resort.
A fitness contributor, Stephanie Mansour, will organize a “walking challenge,” and a lifestyle contributor, Jill Martin, will lead a dialogue with local small businesses, artists, and creators to display their work, as stated in the press release. It’s free to attend the April 20 taping, but registration is required, as stated on the “Today” program website.
Tickets to the taping and associated events on April 21 cost $150, with a VIP event ticket adding an additional $100 to the price. NBC emphasizes that attendees of outdoor events must undergo security screening and that transportation is not included. The program will be taped on April 20 and shown on the April 21 episode of NBC’s “Today” program. Participants will include co-hosts Al Roker, Craig Melvin, Sheinelle Jones, and Dylan Dreyer.
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“The two-day experience will feature special wellness activities, healthy cooking and impactful conversations that will leave attendees feeling recharged, refreshed and inspired,” the release stated.
At its annual meeting in September, Sonoma County Tourism initially revealed that it was in talks with NBC about entering into a sponsorship agreement to bring NBC’s “Today” show to Sonoma County.
From its first airing in January 1952, “Today” has been on the air for over seven decades. NBC claims that each day, more than 5 million people watch “Today” on television, and that many more are reached via Today.com, the Today app, and social media.
Yet, as Tim Zahner, executive director of the Sonoma Valley Tourist Bureau, told the Business Journal back in September, this upcoming event won’t be the first national platform to promote Sonoma County.
“Sonoma County has always had a track record of being in the national eye and the ‘Today’ show will definitely be another component,”
said Zahner, who worked for Sonoma County Tourism for nearly 12 years.
Sonoma County has been featured on numerous national television programs throughout the years, including “The Bachelorette” and “Good Morning America” on ABC. Super Bowl 50 was a joint effort by Sonoma County Tourism, Sonoma County Vintners, and Sonoma County Winegrowers in 2015.