How the fires incinerated Sonoma business
The live video feed of Sonoma’s downtown, shot from a webcam situated on the Plaza’s southeast corner, is a strangely hypnotic moving snapshot. Tourists meander and cars queue at intersections, people flow up and down sidewalks. Watch livefromsonoma.com most hours of the day and you’ll see a small town in its everyday rhythms.
Except for the days when the wildfires raged last October, and then the video feed looked like a still shot. No tourists. No cars. No people in sight. The town was abandoned, smoky and ghostlike.
For weeks, Sonoma was all but deserted. The power was cut, the schools were closed, residents and visitors fled.
What economic price did the fires exact? How bad was the fallout for local businesses? And are the losses sustained even possible to calculate?
The short answer is no, at least not precisely. Smoke-tainted grapes and unpurchased souvenirs are difficult to quantify on a ledger. But a portrait emerged in conversations with city officials and local business people, all of whom reported a long, difficult year.
Cathy Capriola, Sonoma City Manager, used transit occupancy taxes (TOT) revenue to calculate losses from the hotel sector, with October 2016 and 2017 compared year over year. In October 2016, Capriola reported, the city collected $516,388 in TOT and Tourism Improvement District assessments, a surcharge of 12 percent added to all overnight hotel stays. For the same month a year later when the fires were burning, that sum fell by 41.6 percent to $301,075, a significant loss for municipal and TID coffers.
At the El Pueblo Inn, the declines were immediate, according to owner Kaala Stewart. “October 2017 had the largest number of cancellations I’ve ever seen. In total, we believe we lost about $65,000 from the fires. We gave away free night stays for three days and then started at just a few dollars and slowly raised our rates back to normal,” said Stewart, whose home in Kenwood survived the fires. “We didn’t feel it was right to charge our fellow evacuees.”
Laura Anderson, who owns Lace Herbal Products and Massage, also runs a hosted Airbnb. Both businesses were almost totally disrupted during the fires, fundamentally altering her bottom line. “I definitely lost business, a lot of business,” Anderson said. “All of my massage clients canceled, and the guests who had booked my Airbnb — both during the fires and for many weeks after — did too. I added up the lost Airbnb income, and it was over $7,000. Right after the fires I lowered my prices to help house fire victims, but the price change affected dates into the future and out of towners booked instead, thinking they’d found an amazing deal. I had to honor those bookings, of course, which cost me more money. The whole month of October was pretty much shot.”
Restaurants also suffered financial losses, with missing tourists translating as empty tables. Sondra Bernstein, whose businesses include the Girl and the Fig in downtown Sonoma, the Fig Café in Glen Ellen, and the Girl and Fig Caters, reported that the financial impact of the fires were severe and long-lasting. “We were immediately hurt,” Bernstein said. “The Fig Café is still not back to what it was. We lost a lot of neighbors there. We’ve had to cut back staff, hours, and work harder at marketing. Business was down about 22 percent for the year.”