A wine improvement district is a collaborative effort to support the growth and success of winery businesses located in a specific location through marketing and promoting the region as a premier wine destination to drive visitation to the district and its tasting rooms.  WIDs provide a dedicated funding mechanism to pool funds for marketing efforts.  A WID is established for up to five years.  Upon completion of the initial term, the WID can be renewed for up to ten years.

The primary purpose of a WID is to establish a reliable funding mechanism to promote a specific region as a premier wine destination. Efforts to promote Sonoma County can include media relations,  print and digital advertising, special events, sales efforts, and many other positive efforts that drive region awareness, visitation, and sales. The WID will also identify and prioritize collaborations and partnerships.

A WID is created following the approval of a petition that is voted on by local winery businesses whose primary purpose is to sell wine at its location. In order for the WID to be formed the petition must be supported with a 51% weighted sales vote as required by state law. 

WIDs were established under California’s Property and Business Improvement District Law in 1994.  The law requires a thorough approval process beginning with the submission of a petition from winery businesses that will be assessed in the district.  Districts are initially created to exist for up to five years.  Similar to marketing boards and commissions, a WID can be renewed for up to ten years by re-engaging the petition and hearing process.

Yes, WIDs are growing in popularity and there are WIDs throughout California including in Temecula Valley, Santa Barbara, Livermore Valley and Amador County.  In addition, other wine regions in California and across the country are in the process of creating or exploring the creation of a WID.

Our industry is facing challenges like never before. We must reverse the decline and grow the overall wine category now.  To do this, we will want to make our wine more accessible,  find new wine fans to increase visitation to Sonoma County, and drive sales at the assessed winery businesses.  Through the WID, we will be able to secure a significant, stable supply of funding needed to promote Sonoma County throughout the country and around the world.

The Sonoma County Winegrowers is a Winegrape Commission. Growers in Crush District 3 vote every five years on a referendum to continue the Commission and voluntarily assess their grape sale revenues to support the marketing and promotion of Sonoma County on their behalf. A WID will be an assessment through the wineries and the assessment collected will be used for the benefit of marketing and promoting the assessed wineries and will complement the activations and efforts of Sonoma County Winegrowers.