Do you speak ‘Sonoma’?
Sonoma County is a destination so amazing, so unique, that no existing words could describe it. So they made some up.
A lexicon of word mash-ups and wine country puns — ‘forkscrew’ and ‘hipucurian,’ for example — is a new marketing effort from the Sonoma County Tourism Bureau.
The “Do you speak Sonoma?” campaign reflects the idea that Sonoma County needs its own language to describe it, said Kenneth Fischang, SCTB president and CEO. “The vocabulary captures the essence of Sonoma County.”
The SCTB promotes the county worldwide through advertisements, social media, public relations, trade shows and other state-of-the-art means.
Not included in the marketing juggernaut: The city of Sonoma. The town has steadfastly refused to join the county marketing program. Doing so would have called for adding a two percent tax onto rooms at the city’s larger hotels, sending up to $400,000 annually to the SCTB.
The city council voted the idea down last March. Backing the decision was the “Big Seven,” a group of the largest hotels in the city along with the Sonoma Mission Inn.
The group unanimously agreed that attracting visitors to the area was best left to the Sonoma Valley Tourism Bureau, which concentrates its promotion on drawing regional visitors.
Even without being named in any of the SCTB material, Sonoma stands to benefit by virtue of its name being part of the County moniker.
“Marketing a destination to travelers is highly competitive,” Fischang said. “Encouraging travelers to ‘Speak Sonoma’ will make Sonoma County stand out against our worldwide competitors.”
Sonomaisms
From the tourism bureau glossary of words invented to reflect the Sonoma County experience.
App-Etizing [verb] Using Sonoma County’s iPhone app to track down the amazingly diverse local dining options.
Coffeebeings [noun] Who you will find hanging out in any of the eclectic Sonoma County coffee shops.
Corkhopping [verb] Enjoying wine tasting at multiple Sonoma County wineries.
Cyclopaths [noun] Big, beautiful biking trails through the rolling hills of Sonoma County that challenge and thrill the most passionate pedalers.
Forkscrew [noun] Multi-purpose utensil facilitating wine and food pairing.
Hipicurean [noun] An inquisitive visitor to Sonoma County looking to explore the vast array of local fresh food options.
Hootspa [noun] The audacity to find wellness and relaxation in Sonoma County.
Juvenate [verb] Partaking of a spa treatment so exhilarating, there is no need to rejuvenate.
Lakeadaysical [adjective] Enjoying one of the beautiful lakes in Sonoma County
Sonomads [noun] People who embrace the wanderlust of Sonoma Wine Country.
Zinfidelity [adjective] Extreme loyalty to drinking only one kind of red wine.
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As a long time Sonoman, who can safely be regarded as “local color”, and as someone who actually holds the key to the city, I am mortified that someone; anyone! dares to portray this community in such a ridiculous, sophomoric, inconsiderate and frankly stupid way! Congratulations to the City Council for repudiating the SCTB, which has tried repeatedly to bastardize the legitimate allure of Sonoma, the City. This latest, lamest attempt so far, is truly embarrassing, and Kenneth is mistaken.