The Sonoma Spiel

Visit California? As long as you're going to Experience Sonoma Valley, too. With Ryan Becker.

This week Ryan Becker of Visit California is in the hot-seat for a wide-ranging, and often hilarious conversation about tourism, travel and what it really takes to promote one of the most diverse destinations in the world. We also tried to goad him into saying bad things about Florida, but he doesn't. A true gent, he.
Ryan shares his journey from a 15-year career in journalism to helping lead marketing efforts for Visit California, the state’s unique, privately funded tourism organization representing more than 18,000 hospitality businesses. Together, Tim and Ryan dig into why tourism promotion matters, how travel drives economic development, and why “people will just show up” is one of the biggest myths in destination marketing.
Along the way, they explore:
* How Visit California markets an incredibly diverse state (without overwhelming travelers)
* Why long-term tourism marketing matters more than ever
* The real economic impact of tourism on California communities
* How AI is changing trip planning—and what it gets right (and wrong)
* California road trips, visitor guides, and iconic ad campaigns
* The role governors, celebrities, and cultural storytelling play in destination branding
* Friendly debates on tacos, Napa vs. Sonoma, sparkling wine, and fish tacos
We also answer real visitor questions about traveling with a baby, holiday visits, shopping in Sonoma Valley, and how Sonoma compares to Napa for first-time visitors during "We Get Questions."
Whether you’re in tourism, marketing, hospitality, or just love traveling California, this episode offers behind-the-scenes insight, practical takeaways, and plenty of laughs.
 
Learn more about Visit California: www.visitcalifornia.com
 
Plan your Sonoma Valley trip: www.sonomavalley.com
 
🎧 Subscribe to the Sonoma Spiel Podcast for more conversations about travel, tourism, community, and what makes Sonoma—and California—so special.
 
🍷 Save up to 25% on Sonoma wine tastings with the Sonoma Tasting Pass! Choose three great wineries in Sonoma Valley:
👉 https://bit.ly/SonomaTastingPass
Got questions about Sonoma Valley? You can email us at info@sonomavalley.com, text us at 707-996-1090 or contact us through Facebook, Instagram, TikTok or just walk into one of our two visitor centers.
It's Sonoma Valley's top podcast and you find it wherever you find fine podcasts, including
Youtube: https://www.youtube.com/playlist?list=PLiSa7rAVobsI8O_3xp7hIDPKRO9nBuvNF
Apple: https://podcasts.apple.com/us/podcast/the-sonoma-spiel/id1634467429
Spotify: https://open.spotify.com/show/4UuskGhmJ3EkWQk8DObR9b

Winter in Wine Country: Fairmont Sonoma’s Swiss Chalets & Hot Springs Magic

The persimmoning has begun in Sonoma Valley!  Host Tim from the Sonoma Valley Visitors Bureau kicks off this week’s Sonoma Spiel with fall fruit fever and a deep dive into Sonoma’s own winter wonderland — the Fairmont Sonoma Mission Inn & Spa.
Tim sits down with Devon Hawkins to talk geothermal hot springs, the spa “bathing ritual,” the Watsu pool, and the cozy Swiss Chalets (fondue, alpine fries, hot toddies) — aka Tahoe vibes without the chain controls.
In This Episode:
Persimmon season explained
The Fairmont’s 100-year wellness legacy & geothermal pools
Watsu therapy and day-pass “bathing ritual”
Swiss Chalets: alpine pop-up dining, perfect for groups & date nights
Holiday highlights: Thanksgiving buffet, lobby tree, New Year’s party
Devon’s path in luxury hospitality (Napa roots ➜ Sonoma)
Side tangents: Toblerone, tiki bars, tattoos & more
Listener Q&A: cioppino picks, where to fish, biking to Napa, bus to Healdsburg
 
 🍷 Save up to 25% on Sonoma wine tastings with the Sonoma Tasting Pass! Choose three great wineries in Sonoma Valley:
👉 https://bit.ly/SonomaTastingPass
 
🧖‍♀️ Links & Info
Fairmont Sonoma Mission Inn & Spa — fairmont.com/sonoma
Sonoma Valley Visitors Bureau — sonomavalley.com
 
🗓️ Event Shout-Outs
 
Holiday in Carneros (Nov 16) • Sonoma Plaza Lighting (Nov 22) • Sip & Shop + Lighted Tractor Parade (Nov 29) • Sonoma Arts Live’s Scrooge: The Musical (holiday run)
 
#SonomaSpiel #SonomaValley #WineCountry #FairmontSonoma #SwissChalet #SpaDay #HotSprings #SonomaHolidays #Persimmons #VisitSonoma #sonoma

How to Feed 400 People in a Cave (and Other Sonoma Stories) with Chef Ari of Stella Kenwood

Tim from the Sonoma Valley Visitors Bureau sits down with chef/restaurateur Ari Weiswasser (Stella Kenwood, Glen Ellen Star, Park Avenue Catering) for a lively tour of Sonoma’s newest roundabout and the region’s food scene.
What you’ll hear
Why Stella Kenwood is Cal-Italian: wood-fire grill, lamb ribs, tomahawks, Denver cut
House pasta program (fresh/extruded semolina, gluten-free) + what a burrata bar really is
Farm-driven cooking from the Glentucky family farm (Thumbelina carrots, eggplant, peppers)
Inside large-format catering (150–400+ guests, caves, timelines, logistics)
Thanksgiving: Glen Ellen Star takeaway packages (serves 4 or 8) with donation matching; Stella open 11am–6pm
Kenwood’s mini-renaissance & Ari’s hints at future projects
Quick hits: running, sauna/cold-plunge, horse-friendly parks, yes you can milk a buffalo, plaza lighting timing, and what to bring to Thanksgiving (chic salad + crisp white)
🍷 Save up to 25% on Sonoma wine tastings with the Sonoma Tasting Pass! Choose three great wineries in Sonoma Valley:
👉 https://bit.ly/SonomaTastingPass
Got questions about Sonoma Valley? You can email us at info@sonomavalley.com, text us at 707-996-1090 or contact us through Facebook, Instagram, TikTok or just walk into one of our two visitor centers.
 
It's Sonoma Valley's top podcast and you find it wherever you find fine podcasts, including
Youtube: https://www.youtube.com/playlist?list=PLiSa7rAVobsI8O_3xp7hIDPKRO9nBuvNF
Apple: https://podcasts.apple.com/us/podcast/the-sonoma-spiel/id1634467429
Spotify: https://open.spotify.com/show/4UuskGhmJ3EkWQk8DObR9b
 

Burgers, Brunch, and Mezcal Magic with Salvador Chavez of Picazo Café

It’s a perfect fall day in Sonoma—made even better with a milkshake with espresso (yes, really). This week, Tim sits down with Salvador Chavez, owner of Picazo Café and founder of La Luna Mezcal, for an energetic, wide-ranging conversation about food, family, and finding your own flavor in business.
Salvador shares how his family’s corner café in the Springs neighborhood evolved from a humble deli into one of Sonoma Valley’s best breakfast and lunch spots—known for its legendary burgers, funky building layout, and all-day brunch menu. He recounts the trial-and-error path from cold-cut sandwiches to handcrafted burgers and chicken & waffles, and how family teamwork (and the occasional kitchen fire) helped shape Picazo’s character.
They also dive deep into his other passion: mezcal. From his roots in Michoacán to building La Luna Mezcal, Salvador explains how true mezcal is made—from roasting agave in earth pits to winning international awards—and what makes it different from tequila. It’s part crash course, part entrepreneurial masterclass, and all Sonoma flavor.
Episode Highlights
The origin story of Picazo Café and the famous Picazo Burger
How a backyard grill turned into a local landmark
The evolution from deli sandwiches to brunch, flan French toast, and “Señor Krispy” chicken sandwiches
Building La Luna Mezcal from seed to bottle—literally
Agave, smoke, and science: why mezcal isn’t tequila
Family, community, and keeping the Springs spirit alive
🗣️ We Get Questions!
In the fan-favorite “We Get Questions” segment, Tim and Salvador tackle real questions from visitors and locals, including:
“Is there a barber shop around here?” (Turns out, a lot!)
“We like cool coffee shops—any recommendations?” (Sal shares his top Sonoma picks, from Picazo’s espresso to Café Scooteria and Pillow Fight in Kenwood.)
“How many rooms are in the Toscano Hotel?” (Depends on the year you ask.)
“Is this Vallejo?” (Well… there’s a Vallejo, but maybe not the Vallejo.)
“Where can we stay with our cat—right meow?” (Fur-friendly hotel tips included.)
 
🍷 Save up to 25% on Sonoma wine tastings with the Sonoma Tasting Pass! Choose three great wineries in Sonoma Valley:
👉 https://bit.ly/SonomaTastingPass
Got questions about Sonoma Valley? You can email us at info@sonomavalley.com, text us at 707-996-1090 or contact us through Facebook, Instagram, TikTok or just walk into one of our two visitor centers.
 
It's Sonoma Valley's top podcast and you find it wherever you find fine podcasts, including
Youtube: https://www.youtube.com/playlist?list=PLiSa7rAVobsI8O_3xp7hIDPKRO9nBuvNF
Apple: https://podcasts.apple.com/us/podcast/the-sonoma-spiel/id1634467429
Spotify: https://open.spotify.com/show/4UuskGhmJ3EkWQk8DObR9b
 

Sonoma Spiel: Craft Cocktails & Community with Liz Takeuchi-Krist of The Starling Sonoma

Fall in Sonoma means harvest, friends—and great drinks. Tim sits down with Liz Takeuchi-Krist, co-owner of The Starling, a beloved neighborhood cocktail bar in Sonoma, to talk about building a welcoming, safe space (yes, even for solo guests) and the magic behind a truly great drink. Liz shares her path from Chicago music venues and wine auctions to bartending at the girl & the fig and finally opening The Starling, plus why the bar’s name gives grape growers a playful wink.
Expect plenty of practical tips: how to mix a White Negroni (and batch it for parties), why clear ice matters (and how to make it at home), the case for bitter elements, and The Starling’s house-made goodness—from tonic syrup to fermented ginger beer. We also dig into spirit-free options that feel adult, the legend of “Joji’s Old Fashioned” with candy-cap mushroom bitters, and crowd-pleasers like the Black Walnut Manhattan, Bacon Bourbon Sour, and Bourbon Blossom.
Beyond the bar: happy hour and Martini Monday deals, live music and events (burlesque on Halloween!), hosting wedding after-parties, plus local tips for easy hikes and bike paths. Oh—and what grape-stomping actually feels like.
🍷 Save up to 25% on Sonoma wine tastings with the Sonoma Tasting Pass! Choose three great wineries in Sonoma Valley:
👉 https://bit.ly/SonomaTastingPass
 
More on the Starling at www.starlingsonoma.com
 
Episode highlights:
 
* The Starling’s “coffee-house vibe” and hospitality ethos
* White Negroni 101, batching, and clear-ice hack
* House-made mixers, fermented ginger beer, and spirit-free spritzes
* Candy-cap mushroom bitters in an Old Fashioned
* Happy hour, Martini Mondays, live music, and private events
* Quick recs: Sonoma Mountain & Sonoma Valley Regional Park, Plaza bike path
 
Pull up a stool—this one’s equal parts neighborly and nerdy (in the best cocktail way). 
Got questions about Sonoma Valley? You can email us at info@sonomavalley.com, text us at 707-996-1090 or contact us through Facebook, Instagram, TikTok or just walk into one of our two visitor centers.
 
It's Sonoma Valley's top podcast and you find it wherever you find fine podcasts, including
Youtube: https://www.youtube.com/playlist?list=PLiSa7rAVobsI8O_3xp7hIDPKRO9nBuvNF
Apple: https://podcasts.apple.com/us/podcast/the-sonoma-spiel/id1634467429
Spotify: https://open.spotify.com/show/4UuskGhmJ3EkWQk8DObR9b
🍸

Harvest, Homecoming & Highway 12 Winery with Paul Giusto

Welcome back to The Sonoma Spiel from the Sonoma Valley Visitors Bureau! We kick things off fresh from a festive homecoming pep rally (electric-guitar National Anthem, tractors, the works—Go Dragons!) and welcomes returning guest Paul Giusto of Highway 12 Vineyards & Winery. 
We talk all things Sonoma Valley harvest—why 2025 is running a little late, what “crush” actually means, how rosé saignée works, and what happens when everything ripens at once (spoiler: 🚜🍇 organized chaos). Paul also brings a just-fermenting Pinot Noir rosé sample from Carneros and walks us through lees, jackets, presses, and why slow-and-steady seasons make beautiful wine.
Plus: Sonoma Valley tasting tips, non/low-alcohol wine options, fun non-limo tour ideas (bikes, trolleys, sidecars!), where the Plaza Visitor Center moved, and a PSA on what locals do (and don’t) call San Francisco. Hint: It's not two rhyming words.
What you’ll learn:
What “late” harvest means and how wineries decide when to pick
Crush 101: destemming, crushers vs. bladder presses
How rosé is made via saignée vs. whole-cluster pressing
Sonoma’s weather & why “slow and steady” = flavor depth
Non- and low-alcohol wine realities (and good alternatives)
The new address for the Sonoma Plaza Visitor Center (24 East Spain St)
Creative wine touring ideas that aren’t limos
Why locals say “the City” (and not “San Fran”)
Super Bowl in the Bay Area: yes, you can (and should) day-trip to Sonoma Valley
 
Shout-outs & mentions:
Highway 12 Vineyards & Winery — Tasting barn on the Sonoma Plaza; friendly, approachable tastings + wine club exclusives. Details: www.highway12winery.com
Sonoma Valley Wine Trolley, Sonoma Adventures (e-bikes), West Wine Tours (VW buses), Rides By Me (motorcycle sidecars), Destination Drivers (they drive your car)
 🍷 Save up to 25% on Sonoma wine tastings with the Sonoma Tasting Pass! Choose three great wineries in Sonoma Valley:
👉 https://bit.ly/SonomaTastingPass
 
Like what you heard?
👍 Like, 🔔 Subscribe, and send your Sonoma questions —Tim might answer them on a future We Get Questions segment!
 
#SonomaValley #WineCountry #Harvest #Crush #Rosé #Highway12Winery #WineTasting #TravelCalifornia #GoDragons #SonomaSpiel #Podcast

The Pumpkining! The Annual Pumpkin Spice Episode with Mark & Michelle

You might groan when you see it, but deep down you know you love it: Pumpkin Spice Season. Born from Starbucks’ skunkworks, this cinnamon-nutmeg-allspice sensation has become a fixture in America’s culinary calendar—and Sonoma Valley is not immune.
This week, Michelle Lacy and Mark Bodenhamer return to talk all things harvest, fall, and autumn—while taste-testing pumpkin spice treats ranging from pretzels and nuts to cupcakes and even Twinkies.
Along the way, we share upcoming events and dive into real listener questions in our “We Get Questions” segment:
We want to bring a group of corporate professionals to Sonoma Valley for a three-day meeting in November. What can we do besides sitting in a conference room?
Outside of wine tasting, what else can you do at a winery or vineyard?
Are the leaves changing colors in Occidental yet? (via text)
What can we do at night in Sonoma Valley?
Can I smoke cannabis when I go wine tasting?
We Get Questions is brought to you by the Sonoma Plaza Tasting Pass: Save up to 25% on tasting fees and choose three great wineries around the historic Sonoma Plaza. Details here.
Got your own questions about Sonoma Valley?info@sonomavalley.comText us at 707-996-1090Connect on Facebook, Instagram, or TikTokStop by one of our two visitor centers
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From Jazz to Circus: Inside the Green Music Center’s '25–'26 Lineup with Jacob Yarrow

Jacob Yarrow joins Tim to unpack Sonoma State’s Green Music Center: World-class halls, wildly diverse ’25–’26 season (jazz, mariachi, contemporary circus, holiday shows & more), and how the venue keeps Sonoma County listening.
 
Fresh from moving the Sonoma Valley Visitors Bureau into its new HQ at the Toscano Hotel (come visit!), Tim sits down with Jacob Yarrow, Executive Director of Sonoma State University’s Green Music Center (GMC), for a lively tour of one of Northern California’s premier performing arts hubs. We learn what makes GMC special, such as the acoustically famed Weill Hall, intimate Schroeder Hall, and the indoor-outdoor lawn experience, and how the rooms themselves become part of the music.
 
They then preview the upcoming 2025–26 season: a New Orleans-style jazz kickoff with an uptown big band vibe, mariachi and swing, adventurous new-music string quartets, and a can’t-miss appearance by a contemporary circus company from Australia. Holiday favorites return with touring ensembles and Broadway star power, plus community favorites like outdoor movie nights on the lawn. Jacob also shares how GMC partners with the Santa Rosa Symphony, supports student performances, and welcomes audiences whether they’re dressed up for a night out or dropping by post-hike.
 
Along the way we discuss pepperoni rolls, West Virginia, marching bands, moonshine lore, and why Sonoma is sneakily packed with live music.
 
More info & tickets: gmc.sonoma.edu
Plan your Sonoma Valley trip & events: sonomavalley.com
 
Every week our podcast guests answer YOUR questions about wine country and visiting Sonoma.
 
This week Jacob Yarrow takes on these important Sonoma Valley questions:
 
We are here for two days and we don’t have a car. How can we get around and see things?
 
We are visiting and are wondering what we should do and what is famous here?
 
Are there any wineries that have cabernet?
 
I’m supposed to be in Napa with a car, but instead I’m in Sonoma on foot. What should I do, and can it involve white wine?
 
We Get Questions is brought to you by the Sonoma Plaza Tasting Pass: Save up to 25% off tasting fees and choose three great wineries around the historic Sonoma Plaza. Details at https://bit.ly/SonomaTastingPass
 
Got questions about Sonoma Valley? You can email us at info@sonomavalley.com, text us at 707-996-1090 or contact us through Facebook, Instagram, TikTok or just walk into one of our two visitor centers.
 
It's Sonoma Valley's top podcast and you find it wherever you find fine podcasts, including
Youtube: https://www.youtube.com/playlist?list=PLiSa7rAVobsI8O_3xp7hIDPKRO9nBuvNF
Apple: https://podcasts.apple.com/us/podcast/the-sonoma-spiel/id1634467429
Spotify: https://open.spotify.com/show/4UuskGhmJ3EkWQk8DObR9b