| Excerpt from North Bay Business Journal
Based in Santa Rosa, CA, this print and on-line publication covers the business community of Sonoma County, one of northern California's fastest-growing regions. A supplement to the April 17, 2006, edition was prepared by Susan Ives Communications of Mill Valley, CA. Richard was contracted to research and write some of the material in "Land and Legacy," promoting the accomplishments of the Sonoma County Agricultural Preservation and Open Space District.
Below is a sample article summarizing the ways preservation of farms and open space helps the local economy:
- "Saving Farms and Greenbelts Translate to a Healthy Economy," published in North Bay Business Journal; April 17, 2006:
Question: Why is protecting Sonoma County’s farms and scenic landscapes good for business? Answer: Agriculture and tourism are the twin engines of our region’s robust economy, generating revenues approaching $2 billion a year and sustaining tens of thousands of jobs.
“People come to Sonoma County in part because of its amazing scenic beauty, open space, and outdoor recreation,” says Andrea Mckenzie, general manager of the Sonoma County Agricultural Preservation and Open Space District. “That includes not just visitors who come to taste fine wines and appreciate the county’s natural beauty, but to people who find this a desirable place to live and work.”
In order to keep the county’s golden goose of scenery and agriculture healthy, voters in 1990 created the Agricultural Preservation and Open Space District. Funded by a quarter-cent sales tax, the District has protected some of the county’s vital farmlands as well as a diverse portfolio of parkland, greenbelts, and natural areas for visitors and residents to enjoy.
The top reasons Sonoma County’s 7.4 million annual visitors come here are to visit some of our nearly 200 bonded wineries and almost 700 restaurants, in tandem with numerous spas, bed-and-breakfast inns, and resort hotels.
“The wine industry has done an outstanding job of creating a positive impression about our area in the minds of consumers,” says Ken Fischang, president and CEO of the Sonoma County Tourism Bureau. “This is especially true among visitors from the San Francisco Bay Area.”
Other highly ranked activities include sightseeing, picnicking, and adventure sports. Among the county’s gently rolling hills, free-flowing streams, and surf-pounded coastline are great places for hiking, swimming, fishing, canoeing, beachcombing, kayaking, ballooning, and golfing.
“Visitors pump over a billion dollars a year into Sonoma County,” notes Jack Wolf, a Santa Rosa-based consultant with Wolf & Weidinger Communications. “Agritourism is big here.” The term refers not only to wineries, but to farms that sell gourmet foods directly to consumers and ranches that offer horseback riding and related kinds of recreation.”
Agritourism maps are available and several companies now offer bicycle tours that stop at old-fashion olive presses, organic dairies, and boutique wineries along tree-shaded lanes. Farmers’ markets and roadside stands are popular with both growers and buyers—the latter including chefs at some of the county’s renown restaurants. A growing segment of the agricultural economy is organic fruits, vegetables, and dairy products. Olive cultivation and cheese making are gaining ground in the county’s diverse farm economy.
Recent research on behalf of Sonoma County’s Economic Development Board confirms that “agriculture and tourism are Sonoma County’s strongest basic industries,” ahead of high-tech and health care. Harvested acreage includes over 60,000 acres of wine grapes—a figure that has crept steadily upward since the 1990s. Dairies also are a big contributor to the bottom line. Overall, the gross value of agricultural products grew by 2.3 percent—to $526 million—in 2004.
“If there wasn’t support for keeping a nice balance between development, agriculture, and open space, Sonoma County definitely could present a very different experience for our guests,” says Randy Johnson, president and CEO of Getaway Adventures, a Santa Rosa kayak and bike tour outfitter. “Our spectacular scenery, family-run farms, and fine wineries are big attractions for visitors. Without question, over-urbanizing the landscape would hurt our business.”
“The District’s conservation agreements have allowed farmlands to remain in their traditional use,” notes county Agriculture Commissioner Lisa Correia. “Besides producing food and employment, Sonoma County agriculture is also very attractive to city dwellers who come here to experience what our countryside has to offer—Christmas tree farms, pumpkin patches, and orchards where they can pick fresh apples, in addition to our wineries and vineyards.”
Beyond the direct value of such products are millions of dollars contributed by the supportive infrastructure of farming, from livestock veterinarians to feed stores. Keeping urban and rural areas distinct also preserves Sonoma County’s small-town flavor while simultaneously providing wildlife habitat, a healthy watershed, and tourist-friendly open space—all aspects of what makes life here special.
While economic links between agriculture, tourism, and open space may seem evident, there’s no long-term assurance of the status quo. For the last two decades, our county’s population increase has averaged a steady 1.5 percent a year. Between 1990 and 2003, an average of 2,360 new homes were built here annually. Much of that growth occurred around the cities of Santa Rosa, Cloverdale, and Windsor, but there is increasing pressure for development elsewhere, including places of scenic splendor and longstanding agricultural use. With the population expected to top a half-million within the next few years, proposals to develop in these areas are inevitable.
“We face a future of unprecedented challenges,” says Mackenzie. ““It’s important to act now to protect these critical lands. The longer we wait, the more expensive and difficult it’s going to be.”
The District has protected 70,000 acres of farmlands, scenic and recreational land, as well as diverse natural areas that include rivers, beaches, forests, and wetlands.
“Very few entities in the nation are preserving land in the flexible and creative ways that the District is,” says Mackenzie. “I believe we need to continue to do this if we are to preserve the quality of life we now enjoy for future generations.”
Keeping Sonoma’s economy thriving while making certain that the county grows with foresight and wisdom will not be easy. Yet, finding the right balance of development and preservation is essential. Protecting our most treasured and productive lands ensures that the county will remain a premier vacation destination, a great place to work, and among the most enviable places in the San Francisco Bay Area to live.
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