CellarPass, the leading winery reservation and event ticketing platform for the wine industry, today announced a two-year exclusive ticketing & marketing partnership with Sonoma County Vintners (SCV) to enhance wine tourism, increase winery bookings, and streamline event ticketing across Sonoma County. The partnership is designed to attract, engage, and convert new consumers to Sonoma County wineries and tasting rooms.
Through this partnership, CellarPass becomes the official ticketing partner for Sonoma County Vintners events, while SCV member wineries gain access to exclusive subscriptions pricing for the CellarPass platform, boosting tasting room reservations, winery event attendance, and direct-to-consumer engagement.
The collaboration is aimed at improving how wine travelers discover Sonoma County wineries, book tasting experiences, and attend winery events, while providing wineries with modern tools for reservation management, ticketing, and guest communication.
“Sonoma County is a premier destination for wine tourism, and this partnership allows us to better connect wineries with high-intent guests actively planning visits,” said co-founder + ceo, Sarah Elliman. “By combining winery reservations, event ticketing, and marketing in one platform, we’re helping wineries increase bookings and deliver better guest experiences.”
Official Ticketing Platform for Sonoma County Winery Events
As part of the agreement, CellarPass will power ticketing for SCV’s portfolio of Sonoma County winery events, including multi-winery tastings, wine festivals, and special experiences.
The platform provides:
• Centralized winery event ticketing across multiple locations • Mobile ticket purchasing and digital check-in • Automated guest confirmations and reminders • Real-time reporting and attendee insights This unified approach simplifies event management for wineries while improving the guest experience for wine travelers visiting Sonoma County.
Driving Winery Reservations and Wine Tourism Growth
In addition to event ticketing, SCV member wineries will gain access to CellarPass Pro through a preferred subscription program, providing tools for:
• Online winery reservations and tasting bookings • Experience-based winery offerings and ticketed events • Guest communication and marketing automation • Exposure to a national audience of wine travelers Wineries using CellarPass best practices typically see 25–40% increases in tasting room reservations and event bookings, driven by improved visibility and conversion across the platform.
Sonoma County Winery Marketing and Discovery
The partnership also introduces a year-round Sonoma County winery marketing program, featuring curated winery experiences such as:
• Wine tastings and food pairings • Vineyard tours and immersive experiences • Winemaker dinners and seasonal events These experiences will be promoted through digital marketing, email campaigns, and editorial storytelling, helping drive incremental winery visits and wine tourism to Sonoma County.
“Partnering with CellarPass gives our wineries powerful tools to increase winery bookings, event attendance, and direct guest engagement,” said Director of Business Development, Kelsey McNeil. “We’re excited about what this partnership will bring. By leveraging CellarPass’ broad reach of wine consumers, we can introduce more guests to the diverse tasting experiences and special events across Sonoma County, helping drive new customers to Sonoma County Vintners’ member wineries.
Strengthening Sonoma County Wine Tourism
By integrating winery reservations, event ticketing, and marketing, the partnership creates a unified ecosystem that benefits wineries and wine travelers alike. The initiative is expected to:
• Increase Sonoma County winery visitation • Drive higher tasting room bookings and event attendance • Improve guest experience and booking convenience • Expand reach to wine travelers planning California wine country trips
About CellarPass
CellarPass is a wine tourism marketplace and hospitality platform that helps travelers discover and book winery tastings, wine country experiences, ticketed events, passport programs, and exclusive offers across premier wine regions in North America. Since 2009, CellarPass has connected wine lovers with wineries, tasting rooms, restaurants, lodging providers, transportation companies, and destination experiences while providing wineries and hospitality partners with an integrated platform for reservations, event ticketing, guest engagement, marketing, and operational management. Trusted by wineries, wine trails, destination organizations, and event producers, CellarPass helps businesses showcase their unique experiences, attract new visitors, and build lasting guest relationships. For travelers, CellarPass makes it easy to discover authentic wine country experiences, compare options, view real-time availability, and book with confidence. For more information, visit www.CellarPass.com.
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