Upcoming events

    • Tuesday, October 06, 2020
    • 10:00 AM - 11:30 AM (UTC-07:00)
    • Zoom Meeting - Code Prior to Session
    • 5

    Please join us for this important on-line seminar, FREE to SCHA Members:

    Tales from the Front Lines:

    Hospitality Industry Learnings from Covid-19

    We are thrilled to present an outstanding group of local industry leaders from lodging, dining, winery, and attractions to share what’s working – and not working -- and how they have adapted their business in these challenging times.

    Tuesday, October 6, 2020

    from 10:00 -11:30 AM via Zoom.

    Panelists will discuss their own experiences through the year so far in areas of guest and employee safety, marketing, adjustments to business model, and booking/cancellation policies. Through sharing best practices and/or any pitfalls they may have encountered, the goal of this workshop is to inspire and support one another as we navigate these challenging times as a hospitality community. 

    Our esteemed panel will include:

    Joe Bartolomei, Managing Partner, Farmhouse Inn

    For five generations, Joe Bartolomei’s family has called Sonoma County’s famed Russian River Valley their home. Today, Joe and his sister still farm the same land where the antique apple trees thrive and the original zinfandel grapes have been replanted to pinot noir. Joe earned his B.S. in Structural Mechanical Engineering at UC San Diego and worked in the construction industry designing and managing large projects for ten years before purchasing the Farmhouse. Upon purchase, Joe oversaw multiple renovations and expansions transforming the Farmhouse from an underperforming B&B to a world-class destination resort. Today, the Farmhouse is recognized as one of California’s top luxury hotels and has been distinguished by national and international media.

    Sonia Byck-Barwick, Co-Owner, Paradise Ridge Winery

    Born and raised in Sonoma County, Sonia has dedicated the past 27 years to hospitality and winery management. After graduating from Sacramento State University, Sonia began her career at the historic Madrona Manor Inn in Healdsburg. Her time there gave her the experience needed to help launch her family’s winery, Paradise Ridge, in 1994. With a growing love for hospitality, Sonia enrolled at the University of California at Berkeley Extension, earning a certificate in Hospitality Management. After returning from a 2-year world wine tour, in 1998 Sonia took a Marketing position at Blackstone Winery. Sonia was soon promoted to Marketing Director and helped grow the brand to over 600,000 cases before it was sold in 2001. In 2002, Sonia returned to Paradise Ridge to help manage her family business. Recently Sonia oversaw the rebuild of the winery’s Tasting Room and Events Venue, which was destroyed in the 2017 Tubbs Fire.

    Percy Brandon, General Manager, 

    Vintners Resort/John Ash & Co.

    Percy Brandon, General Manager of Vintners Resort, has over 30 years’ experience in the hospitality industry.  His philosophy can be summarized as a desire and intention to provide a memorable, enjoyable experience for all guests.  Percy believes there is no substitute for genuine, gracious hospitality in the restaurant and hotel business. Guest’s expectations must be exceeded. Percy “Celebrates Everything”.A native of Lima, Peru, his love for traveling brought him to Vancouver, British Columbia on a break from college.  Percy fell in love with the city and discovered the wonderful world of restaurants, which led to making fine dining and hospitality his life’s profession. Percy came to California in 1990 to join the newly reopened Palace Hotel in San Francisco and became manager of the Garden Court Restaurant. Percy then moved to Yountville to become the General Manager of the Napa Valley Grille.  In 2000 Percy joined the Ferrari-Carano family by becoming General Manager of Vintners Inn and John Ash & Company (now Vintners Resort).

    Keo Hornbostel, Executive Director of Safari West

    Born and raised in Colorado, Keo Hornbostel earned a Premedical Biology degree at Hastings College. Following some soul-searching, he transitioned over to business and the pursuit of a Master's Degree from the University of Denver. Like most students, Keo found himself in need of money and thus on the hunt for a job. This led him to his first job in a hotel and the industry that would become his home for the next 25 years. As his career advanced, Keo explored the world, operating hotels and resorts throughout the Hawaiian islands and Caribbean. In 2005, Keo and his family finally put down roots in Sonoma County where they've remained ever since. Keo currently serves as the Executive Director of the Safari West Wildlife Preserve, a landmark of Sonoma County. Alongside this work, Keo continues to share his knowledge and experience through volunteer engagements with organizations including the Boards of Sonoma County Tourism, Visit Santa Rosa, the Work force Development Board, and the Santa Rosa Metro Chamber. Keo's family includes his wife Gillian and a son, currently hard as work in his junior year at the University of Colorado at boulder. In such spare time as he has these days, Keo enjoys fishing, golfing, as well as heading out with Gillian to enjoy all that Sonoma County has to offer.

    A.J. Ward - Sales and Marketing Manager, Sonoma Zipline Adventures (formerly Sonoma Canopy Tours)

    A.J. Ward graduated from Missouri Western State University in 2010 with a Bachelor of Science degree in Economics. He started his career as a zipline tour guide at Sonoma Canopy Tours in 2010, and instantly fell in love with the aerial adventure park industry. Since 2012 A.J. has been training zipline guides and challenge course facilitators all over the U.S. as well as participating in the construction of several high-end adventure courses including the Drop Tower at Jackson Hole and the Skyway Zipline Tour at Heavenly Resort. In 2017 A.J. returned to Sonoma Canopy Tours to take on the role of sales and marketing manager.


    No industry has been impacted by this pandemic as much as hospitality and tourism, and as we have learned with other recent disasters in Sonoma County, sticking together and supporting one another is important to ensure that the industry comes out the other side, more dynamic, resilient and successful than before.

    Mark your calendar and register HERE for this important workshop presented by SCHA. There is no cost to attend, but advance registration is required.

Past events

Thursday, August 20, 2020 PSPS and Safety Planning for Hospitality Businesses
Thursday, July 09, 2020 Delivering Outstanding Hospitality in the New Landscape
Thursday, March 05, 2020 SCHA Annual Meeting - Vision 20/20
Wednesday, January 29, 2020 Sonoma County District 3 Supervisor Candidate Forum
Tuesday, December 10, 2019 Sonoma County Hospitality Association Holiday Mixer at Paradise Ridge Winery
Thursday, November 14, 2019 Hardening Your Business: Assessing Risk and Options
Thursday, September 19, 2019 Sonoma County Hospitality Association Mixer at Mountain Mike's Coffey Park
Tuesday, August 13, 2019 Media Relations Seminar: Winning with Journalists and Influencers
Wednesday, June 26, 2019 Sonoma County Hospitality Association Mixer at Bear Republic Lakeside Rohnert Park
Thursday, May 23, 2019 Sonoma County Hospitality Association Mixer at Ramekins Culinary School, Events & Inn
Wednesday, May 15, 2019 SCHA Front Line Service Training Workshops
Wednesday, May 01, 2019 2019 Wine Country Chefs of Tomorrow
Monday, April 29, 2019 ADA Accessibility Laws and Your Website
Thursday, March 21, 2019 Sonoma County Hospitality Association Mixer at Costeaux Bakery & Cafe
Thursday, March 07, 2019 2019 Labor Law Updates for the Hospitality Industry
Thursday, February 07, 2019 SCHA Inaugural Annual Meeting
Thursday, November 08, 2018 Sonoma County Lodging Association Mixer at Hampton Inn Petaluma
Thursday, October 25, 2018 Are You Ready? Disaster Preparation Symposium for the Hospitality Industry
Thursday, September 20, 2018 Sonoma County Lodging Association Mixer at HOTEL TRIO
Thursday, July 12, 2018 Sonoma County Lodging Summer Mixer at The Oxford Suites
Friday, June 22, 2018 Motivating Diverse Team Members to Excel in Hospitality
Thursday, May 17, 2018 Sonoma County Lodging Mixer at The Sandman
Thursday, April 12, 2018 Harness Google Analytics to Maximize Your Digital Marketing
Thursday, March 22, 2018 Sonoma County Lodging Mixer at The Astro Motel
Thursday, February 08, 2018 SCLA Annual Membership Meeting
Thursday, November 16, 2017 Social Media Q & A
Thursday, October 05, 2017 Photography for Social Media Success
Tuesday, September 12, 2017 Schmooze & Booze at Vintners Inn
Wednesday, June 07, 2017 Schmooze & Booze in Santa Rosa
Monday, May 22, 2017 Immigration's Impact on the Hospitality Team and Workplace
Wednesday, April 26, 2017 Chefs of Tomorrow
Wednesday, April 05, 2017 Schmooze & Booze in Sonoma
Tuesday, February 28, 2017 Job Link Hospitality Job Fair
Thursday, February 09, 2017 Schmooze & Booze
Thursday, January 26, 2017 SCLA Annual Membership Meeting
Thursday, November 03, 2016 Feed Your Social Animal
Wednesday, October 19, 2016 Schmooze & Booze - SCLA Industry Networking Event
Thursday, April 28, 2016 Sonoma County Supervisor Candidates Forum
Thursday, April 21, 2016 Wine Country Chefs of Tomorrow
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