The Santa Rosa Tourism Business Improvement Area (SRTBIA) Event Support Program provides reimbursement-based financial support for events that enhance tourism, overnight visitation, and destination vitality within the City of Santa Rosa, California. Funded through lodging assessments, the program aligns with the goal of using tourism-generated revenues to reinvest in community placemaking and economic stimulation.
The 2025 program offers two application windows:
February 1 – March 31, 2025, for events taking place between July 1 and December 31, 2025
August 1 – September 30, 2025, for events taking place between January 1 and June 30, 2026
Events must occur within Santa Rosa city limits and demonstrate their ability to attract overnight visitors, market outside of Sonoma County and its neighboring counties, and contribute to the economic vitality and placemaking goals of the destination. The program supports both ticketed and free-to-attend events.
Applicants may be either nonprofit or for-profit organizations. Eligible uses of funds include city services (e.g., police, traffic control, permit fees), venue rentals, and advertising or marketing efforts aimed at audiences outside the immediate area. However, funds cannot be used for staff wages, administrative overhead, or to serve as the sole source of funding. Applicants are expected to have or seek additional financial support.
All funding is reimbursable up to the awarded amount, and full documentation (receipts, W-9, and a post-event report) is required before funds are disbursed. The post-event report must be submitted within 45 days after the event and include details on attendance, marketing effectiveness, use of funds, and how the event enhanced overnight tourism and placemaking.
A selection panel scores applications based on established criteria and makes recommendations to the SRTBIA Board for final approval. All funded events must acknowledge the City of Santa Rosa and Visit Santa Rosa as sponsors in their marketing and promotional materials.
Applications must be submitted online through the City’s event support portal at www.srcity.org/EventSupport.
