New flooring showroom opens in Sonoma

The "Follow This Story" feature will notify you when any articles related to this story are posted.

When you follow a story, the next time a related article is published — it could be days, weeks or months — you'll receive an email informing you of the update.

If you no longer want to follow a story, click the "Unfollow" link on that story. There's also an "Unfollow" link in every email notification we send you.

This tool is available only to subscribers; please make sure you're logged in if you want to follow a story.

Please note: This feature is available only to subscribers; make sure you're logged in if you want to follow a story.


Jason Palter has a long history and a loyal flooring client base in Sonoma. For more than a decade, he ran Sonoma Rugworks.

When he turned 50, he decided to take the leap to go out on his own.

Last month, he and his office manager, Carissa Calendar, opened the Valley of the Moon Flooring Company showroom on Riverside Drive.

Palter signed the lease last fall, but the fires in October resulted in unexpected delays.

But now, his showroom is open Monday through Friday from 9:30 a.m. to 5 p.m., and by appointment on Saturdays.

Palter specializes in hardwood, engineered woods, waterproof flooring, carpet and tile. He works with clients from start (choosing a flooring) to finish (through installation). The hottest trend in flooring right now according to Palter?

“Definitely waterproof vinyl plank flooring,” he said, as he showed off a wide array, all of which look like real wood.

Palter is a Sonoma boy, and the youngest of five. He attended El Verano Elementary School, Altimira Middle School and he graduated from SVHS in 1985.

His mom, Raylene Jennings, still lives in town.

After a few years working in San Francisco, Palter returned to Sonoma in 2001 with his wife Jen, who is the fitness manager for Sonoma Fit.

“The amount of support that this town has showed me has been overwhelming,” Palter said. “I feel very blessed to be in Sonoma.”

Palter said that the support of local property managers, builders and the community as a whole made this business possible. And he credits his great team of installers as critical to his success.

“They know much I care about our clients and the work we do,” he said.

Valley of the Moon Flooring, 19449 Riverside.

Show Comment

Our Network

The Press Democrat
Petaluma Argus Courier
North Bay Business Journal
Sonoma Magazine
Bite Club Eats
La Prensa Sonoma
Emerald Report
Spirited Magazine