Podcasts became a lifeline for many of us in the isolation of the pandemic, as the number of online listeners spiked 40% in the past three years, according to Nielsen ratings. Sonoma organizations are jumping on the bandwagon, using the talk-based medium to promote their platforms.
Last year, a handful of local leaders started making waves — radio waves, that is, by starting podcasts, radio shows that you can download and stream from anywhere.
Rooted in community topics, these shows don’t have the highest of downloads yet, but they are just getting started, with ambitious goals for 2023. Many are recorded at KSVY, the Valley’s community radio station.
These podcasts are all about community connection, and serve as unique resource guides for getting to know Sonoma.
‘Sonoma Community Center Podcast’
Hosted by Gerardo Diaz and Molly Spencer, the podcast first launched in late October.
There are five episodes so far that touch on community topics through the lens of the Sonoma Community Center, a 108-year-old building that hosts classes and events related to creativity and community.
It’s recorded in the center’s music room, which is a little-known or used space on the building’s first floor.
“It has a lot of history,” Spencer said. “It’s plastered with posters and all of these events that’s happened over the years, it’s a fun vibe.”
Spencer and Diaz both work in community engagement positions, and each had the idea to do a podcast through the center, but it made the most sense to team up.
“Basically, Molly is the expert,” Diaz said. “I just go with the flow.”
“I guess I turned into that person to keep it on point and to have questions prepared, and Gerardo comes in with his wonderful flavor as well as humor. I think we’re really trying to bring some humor to this and not be so serious, at least that’s my intention in podcasting,” Spencer said.
Though Spencer has a little experience being a guest on a few KSVY segments, neither of them had any previous podcasting experience. But, they listen to lots of podcasts and thought it best to keep episodes between 40-45 minutes. When it came to creating their own show, they decided to leave it open for changes and creativity as they go.
“It’s very much in an experimental way of doing it right now,” Spencer said. “I would say that we’re definitely, in the long run, trying to reach people that are outside of Sonoma to make them realize what is the Sonoma Community Center. Beyond that, we’re really highlighting a lot of localism as well.”
They seek out guests who can shine a light on the essence of Sonoma for people who haven’t been. So far, they’re interviewed local costume designer Margaret Hatcher, Executive Director Charlotte Hajer and other influential Valley dwellers.
Originally, Diaz wanted to do a show in Spanish that focused on stories within the Valley’s Latino community. Though it hasn’t happened yet, it’s on his list of goals for 2023.
“For me, it would be, later on, would be introducing members of the Latino community, you know, bringing them on, talking to them and making sure their stories are being told, too,” Diaz said.
Spencer plans to get more artists on the show in the coming months in hopes of attracting more listeners from outside the city, and even county.
“Really, the idea is to kind of share what’s happening, what’s current, with local artists and beyond,” Spencer said. “Next steps is interviewing people from afar and bringing in outside sources to put Sonoma on the map.”
Episodes are released every one to two weeks and are available for streaming on the community center’s YouTube, Spotify and Google Podcasts.
According to the hosts, episode two with Reniel del Rosario, an edgy artist in residence at Sonoma Ceramics, is a good place to start for listeners who are new to the show.
The Sonoma Spiel
Hosted by Tim Zahner, this podcast hit the streaming services in early June, and now has a library of 23 episodes.
Zahner, director of the Sonoma Valley Visitors Bureau, operates the podcast as a way of reaching visitors of the Valley.
He compared the show to the bureau’s newsletter, which goes out to those who have signed up for its mailing list — typically people from other places who are considering a visit to Sonoma. According to Zahner, those people only stay on the list for an average of 18 months before dropping off. He thought the “evergreen quality” of podcasts might help visitors stay engaged for longer.
Plus, he’s hoping to hook some core local listeners by telling stories that have never been heard before.
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