NBC’s ‘Today’ show broadcast from Sonoma County coming in April
Sonoma County’s tourism hotspots and some of its artists will be featured in April on NBC’s “Today” show.
“The third hour of the ‘Today’ program will be filmed from St. Francis Winery,” Sonoma County Tourism CEO Claudia Vecchio said. “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. St. Francis Winery and the Flamingo Resort are both located in Santa Rosa.
“Today” show lifestyle contributor Jill Martin will host a conversation with local small businesses, artisans and creators to showcase their work, and fitness contributor Stephanie Mansour will host a “walking challenge,” according to the release.
There is no cost to attend the show’s taping on April 20, but registration is required, according to the “Today” show website. Tickets to attend the taping and participate in the activities on April 21 are selling for $150, and a $250 ticket also includes the VIP event on April 21. NBC notes that transportation is not included and anyone attending outdoor events will be required to go through a security screening.
NBC co-hosts Al Roker, Craig Melvin, Sheinelle Jones and Dylan Dreyer will travel to Sonoma County for the program, which will be taped April 20 and broadcast on the “Today” show on April 21, and later be available for streaming, NBC confirmed.
“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.
Sonoma County Tourism first announced it was in discussions with NBC to partner in a sponsorship deal to bring the “Today” show to Sonoma County during its annual meeting in September.
The tourism agency is sponsoring the event at a cost of $1.2 million, an investment Vecchio said was a strategic marketing decision, not purely a financial one.
“It really is going to be an amazing opportunity for this destination,” she said.
The long-term investment strategy, Vecchio added, is that the “Today” show broadcast will get viewers from across the country interested in planning a trip to Sonoma County.
The “Today” show, which debuted in January 1952, has been broadcasting for more than 70 years. "Today" reaches more than 5 million people every day through its broadcast, and millions more through Today.com, the Today app, and social media platforms, according to NBC.
The upcoming event, however, won’t be the first national platform to feature Sonoma County, as Sonoma Valley Visitors Bureau Executive Director Tim Zahner told the Business Journal in September.
“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 previously served at Sonoma County Tourism for nearly 12 years.
Over the years, Sonoma County has received national coverage from multiple outlets, including ABC’s “The Bachelorette” and “Good Morning America,” among other shows.
Sonoma County Tourism, along with Sonoma County Vintners and Sonoma County Winegrowers, joined together in 2015 as a featured destination in Super Bowl 50.