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Sonoma County Indicators 2010

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					Sonoma County Indicators
Economy
                                                                    2010
Environment
Health
Society
Tourism
Workforce




             Prepared by the Sonoma County Economic Development Board in partnership with
                             the S onoma Count y Wor kforce I nvestment B oard.
                                                                                                              EDB
                                                                                                               Sonoma County
       Economic Development Board, 401 College Avenue Suite D, Santa Rosa CA 95401 (707) 565-7170   Economic Development Board
Table of Contents

       Trendlines
    2,3

      At a Glance 
   4,5
         E conomy     6,7
                      Unemployment
                      Median Home Prices
                      Median Household Income
                      Poverty
                      Cluster Employment
                      Job Growth
                      Firm Establishment Growth
      Environment     8
                      Electricity & Natural Gas
                      Renewable Energy Production
                      Recycling & Waste Diversion
                      Water Use & Conservation
           Health     9
                      Health Insurance
                      Health Insurance by Income
                      Birth Rates
                      Obesity
          Society     10
                      Age Distribution by Ethnicity
                      High School Exit Exam Scores
                      Crime Rate Trends
                      Educational Attainment
       Workforce      11
                      Industry Employment Ages 55+
                      Population Growth
                      Industry Growth
                      Industry Concentration
                      Industry Wages
         Tourism
     12
                      Hotel Occupancy Rates

                      Tourism-Related Taxes

                      Visitor Spending

       Methodology    13
         & Sources
     2010                      Sonoma County Indicators

The Sonoma County Economic Development Board is pleased to present the 2010 Sonoma County Indicators Report. The
Indicators chosen for this year’s report focus on the connections between our economy and community, measuring our
progress and benchmarking our performance to similar counties in California. In an effort to provide the most current and
comprehensive annual data in this year’s report, the scope of this preliminary version has been narrowed. The full report
will be made available online at www.sonomaedb.org in the spring of 2010.

Since the publication of the 2009 Indicators Report, Sonoma County has undergone significant economic and social
transformation. Accordingly, this year’s report draws attention to many of the new challenges and opportunities facing the
county as it transitions into a new decade. Areas where collaborative efforts are needed to sustain a growing economy and
advancing community are highlighted. Perhaps more than any previous report, this year’s indicators foretell of the work
needed to ensure we continue to advance our quality of life here in Sonoma County.

This year’s Indicators Report showcases areas of need and opportunity. Highlights and challenges of note in this report
include:

•	     Over the past decade, Sonoma County has witnessed growth in many industries paying higher than average
       wages. As employment growth resumes, it will be important to continue to attract such jobs.

•	     Sonoma County is doing an uneven job preparing local children for economic opportunities. Too many of
       Sonoma County’s children are not on a path that would lead them into the mid- to high-wage jobs that the
       local economy will be producing.

•	     Sonoma County residents benefit from having high rates of health insurance relative to other counties,
       California, and the nation; however, rising trends in obesity are concerning.

•	     We are leading the way in many environmental metrics; however, we must continue to provide other regions
       with examples of responsible environmental stewardship as we grow.

The EDB encourages readers to delve further into these issues by contacting the agencies and organizations listed
throughout this report, and by visiting the EDB’s website, www.sonomaedb.org. This document is intended to help provide
information needed to start serious conversations and actions that will affect the future of our county. The Economic
Development Board is committed to working with our partners to take the actions necessary to build on our strengths and
to address our deficiencies – to improve economic opportunities and quality of life for all Sonoma County residents.




James D. Bielenberg                                                            Ben Stone
Chair                                                                          Executive Director
Economic Development Board                                                     Economic Development Board

                                                  Board of Directors


      James D. Bielenberg, Chair Pam Chanter, Vice Chair Libby Harvey FitzGerald                       Mark Inman 

     Linda Kachiu Peter O’Brien Joe Orlando Michael Tomasini      Marcos Suarez                        John Webley


                                               www.sonomaedb.org
       Trendlines


Economic & Community Progress                                                                        Historical Turnout of 

Trendlines display changes in data over time. Specifically,
they show whether a particular time series data set has
                                                                                                      Registered Voters

increased or decreased over a certain period. Trendlines                                          Sonoma County, 1998-2008

offer a simple way to identify or confirm changes in                                    100                                                              91.9%
                                                                                                                                    89.4%
community indicators, usually based on one, five, or ten                                                       80.0%
year periods of observation.
                                                                                         80




                                                              % Ballots Cast of Total
                                                                Registered Voters
In this section are trendline summaries for Sonoma
County, which offer a snapshot of information and
measure its recent economic and community performance                                    60
on important metrics. The trends shown in this section are
also referenced and cited within the report.
                                                                                         40

Using the most recent and comprehensive data available,
performances over specified periods of time have been
analyzed and categorized as positive, concerning, or                                     20

                                                                                               '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08
unclear trends. The purpose of trendlines is to identify
                                                                                               Note: All yearly data obtained from November election results.
those areas where Sonoma County is succeeding, and just
                                                                                                                     Source: Sonoma County Registrar of Voters
as importantly, those where it faces challenges.                                                                     (www.sonoma-county.org/RegVoter)




                                        Positive Trends
Firm Establishment Growth                                        Water Conservation
New businesses have been emerging in Sonoma                      The total amount of water conserved in Sonoma
County. Between 2007 and 2008, the number of busi­               County has increased more than 50% since 2003, a
nesses grew by 5 percentage points. (pg. 7)                      positive step towards reaching a sustainable balance
                                                                 between supply and demand. (pg. 8)
Housing Affordability
Between mid-2008 and mid-2009, the percentage of                  Waste Diversion (Recycling)
Sonoma County’s residents who are able to afford a                Waste diversion in Sonoma County has increased by
median-priced home nearly doubled. (pg. 4)                        70% over the past decade. 65% of waste is now being
                                                                  recycled. (pg. 8)
Crime Rates                                                      Voter Participation
Over the past five years, property and violent crime
                                                                 Over the past decade, voter turnouts in Sonoma County
rates have fallen by 31% and 11% respectively. (pg. 10)
                                                                 have been gradually increasing.Voter turnout numbers
                                                                 peaked at a ten-year high in November 2008. (pg. 2)
College Educational Attainment
The percentage of Sonoma County residents over the                High-Wage Job Clusters
age of 25 with college degrees has risen over the past          Over the past decade, most of Sonoma County’s fastest
five years. (pg. 10)                                            growing occupational clusters pay above average wages.
                                                                (pg. 11)
  2 www.sonomaedb.org
    Trendlines


                                  Concerning Trends 

Unemployment                                                                       Job Growth
Unemployment in Sonoma County rose sharply in 2009.                               Job growth between October 2008 and October 2009
Between January and October, the unemployment rate                                registered at -4.8% in Sonoma County. Negative job
rose more than 4 percentage points. (pg. 6)                                       growth equated to a net loss of 8,800 jobs over this
                                                                                  period. (pg. 7)
Educational Achievement Gap
English language proficiency, high school graduation                              Poverty Rate
rates, and college-going rates all reflect educational                           The number of Sonoma County residents living below
achievement gaps among many of Sonoma County’s                                   the poverty line increased by two percentage points
ethnic groups. (pg. 10)                                                          between 2007 and 2008. (pg. 6)

Adult Obesity                                                                     Hotel Occupancy Rates
Over the past five years, the percentage of Sonoma                             Sonoma County’s October 2009 year-to-date hotel
County adults who are overweight or obese increased                            occupany rate decreased by 10% compared to 2008.
5%. More than 60% of Sonoma County adults are now                              This mirrors the California trend, which was also down
overweight or obese. (pg. 9)                                                   10% over the same period. (pg. 12)


                                 No Clear Trend 

Agricultural Production
In 2008, the gross production value of all agricultural
crops in Sonoma County declined 7.1% from its record                                        Sonoma County Per Capita Income As a 

high in 2007. However, over the past decade, values                                         Percentage of the U.S. National Average

                                                                                                                             *
have been growing steadily. (pg. 5)
                                                                                           140
Health Insurance Coverage
                                                           % of U.S. National per capita




The percentage of all Sonoma County residents with
healthcare insurance may have fallen between 2007                                          130

                                                                      income




and 2008. However, the percentage of low-income
households with insurance appears to be rising. (pg. 9)
                                                                                           120

Per Capita & Household Incomes
Median household income in Sonoma County rose
nearly 10% between 2002 and 2007, but declined slightly                                    110

between 2007 and 2008. As a percentage of the national
average, per capita income has remained steady. (pg. 3)
                                                                                           100
                                                                                                  '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07
Visitor Spending

                                                                                                  * Note: Data for Santa Rosa - Petaluma Metropolitan Statistical Area.
Between 2005 and 2007, the amount of money visitors                                               Source: Bureau of Economic Analysis (www.bea.gov)
spent while touring Sonoma County increased nearly
15%. It is unclear how the recent recession affected the
amount of money spent by visitors over the past two
                                                                                                                                 3 www.sonomaedb.org
years. (pg. 12)
                  Indicators At A Glance

Economy                                                                                                                                   Sonoma County
• Over the past year, the number of jobs in Sonoma County                                                                              Population Projections,
has declined by five percent. Employment losses in Sonoma
County were among the most severe in comparable counties,
                                                                                                                                           (Thousands)
                                                                                                                                                                               Hispanic Population
but tracked in line with the California average. Accordingly,                                                                                                                     2050: 385,807
                                                                                                                    400

unemployment in Sonoma County has risen higher than the                                                                              White Population
national average, and while still below the California state                                                        350
              2008: 330,186
average, is among the highest of comparable counties.
                                                                                                                    300





                                                                                              Thousands of People
• The aggregate number of businesses in Sonoma County has
grown considerably in the past year, suggesting that despite                                                        250
                                                        White Population
the challenging economic climate, more Sonoma County                                                                                                                             2050: 257,437
businesses opened their doors than closed them in 2009.                                                             200
         Hispanic Population
                                                                                                                                    2008: 111,910
• The national mortgage crisis has hit Sonoma County                                                                150

particularly hard. Home prices in Sonoma County have
                                                                                                                    100

dropped more than in other comparable counties and the state.
However, poor housing affordability, which has hindered                                                                50

economic growth in recent years, improved significantly in                                                                    2000        2010        2020       2030        2040       2050

2009. The percent of residents able to afford a median-priced                                                        Source: California Department of Finance, Demographic Research Unit (www.dof.ca.gov)
home increased from 26% to 44% between mid-2008 and
mid-2009.
                                                                                                                    • Sonoma County’s tourism-related industries have faced
                                                                                                                    challenges during the recent economic turmoil. Data from
• Between 2007 and 2008, the percentage of residents living
                                                                                                                    2009 suggests that hotel occupancy rates are down, and
below the federal poverty line increased by more than two
                                                                                                                    tax revenues generated by the lodging industry have also
percent. At 10.9 percent, however, the percentage of Sonoma
                                                                                                                    fallen. Trends from across California mirror the challenges
County residents living in poverty was among the lowest in
                                                                                                                    faced in Sonoma County, where employment in Leisure
comparable counties and below the California and national
                                                                                                                    and Hospitality industries, which encompass much of the
averages. Official poverty calculations assume that a family
                                                                                                                    tourism workforce, is down statewide.
earning a given income is equally well-off anywhere in the
country, however, due to above-average costs of living in
                                                                                                                    • With signs that the impacts of the recent economic
Sonoma County, the adjusted poverty rate may be higher.
                                                                                                                    recession are now dissipating, many of Sonoma County’s
                              Home Buyers
                                                                          core industry metrics remain strong and new strengths
                                                                                                                    are coming to the fore. Sonoma County’s 10-year
                        Affordability Index 2009*

           70                                                                                                       employment trends show that job growth has been
                                                                                                                    primarily concentrated in sectors paying annual wages
           56                                                                                                       above the county and national averages, a trend which
                                                                                                                    could potentially increase the average pay of Sonoma
                                                                                                                    County residents over time.
 Percent




           42
­
                                        44.0%




                                                                                                      Society & Workforce
           28
­                                                                                                     • Our population is becoming much more diverse. Birth
                                                                                                                    rates for the most populous ethnicities mirror state trends
                                                                                                                    toward increasing diversity. The Hispanic birthrate in
           14                                                                                                       Sonoma County is twice the county average. The Caucasian
                                                                                                                    birthrate is the lowest among those compared. In line, the
            0
­                                                                                                     number of Latino, Asian, and African-Americans has grown
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   4 www.sonomaedb.org             *Note: Q2 Percent able to afford median-priced home
                                                                                                                    the same period.
                                   Source: California Association of Realtors (www.car.org)
         Indicators At A Glance

 • Our population is growing older. Between 2000 and 2015,                       Sonoma County Student Enrollment
 the number of residents over the age of fifty is expected to
 grow by 50%. At the same time, the number of residents                                   by Ethnicity
 under the age of fifty is only expected to grow 3%. Industries
                                                                                This Year
 with large numbers of workers aged 55 and older will likely
 seek large quantities of replacement employment in the
 coming decade. An aging population will also have
 implications for the county’s healthcare infrastructure.                                                        Latino
 • Educational achievement gaps are a growing issue of                                                           35%
 concern for Sonoma County. High school exit exam scores
 are one of many indicators reflecting the substantial
 achievement gaps among various populations in the county.
 The Sonoma County Office of Education has published
                                                                                                                    Asian, Pacific Islander, Filipino 5%
 additional indicators detailing that nearly two-thirds of
                                                                                                             Multiple and No-Response 4%
 Latino students in Sonoma County are not proficient in                             Native American 1% African American 2%
 English, and the graduation rate among Hispanic students
 (64%) has remained far below those of Caucasian students
 (81%). It is imperative for public policy to react to changing
 demographics patterns in order to better educate and                                                                               White
 prepare Sonoma County’s future workforce.                                                                                          71%           Latino
Environment & Agriculture                                                                                                                          20%
                                                                                               Ten Years Ago
 • Sonoma County is sustaining a long-term commitment to
 improving its natural and built environments, but there is                                                                                       Other 9%
 still room for improvement. Sonoma County generates                                               Source: Sonoma County Office of Education (www.scoe.org)
 more renewable energy than any other comparable county,                        • Led by lower wine grape yields, between 2007 and 2008
 and diverts 65% of its residential and commercial waste from                   the gross production value of agricultural crops in
 landfills through single-stream recycling. While water                          Sonoma County fell by 7.1%. However, reductions in wine
 conservation has increased over 50% in the past five years,                     grape, livestock, and poultry values were partially offset
 resulting in decreased water consumption per capita, water                     by increases in other commodities such as apples and
 usage and availability will remain an important civic issue as                 vegetables. The total number of acres under organic
 the county’s population grows.                                                 agricultural production rose nearly 10% between 2007
                                                                                and 2008 -- organic wine grape acreage grew by 37%.
        Sonoma County Agriculture,

    Percentages of Total Production Value
                                      Health
                                                                                • Sonoma County boasts a higher rate of health
                                                                                insurance than most comparable counties and the state
                                                                                and national averages. The 2007 California Health
                                                                                Interview Survey reports that 6.6% of residents under the
                                                        Livestock & Poultry     age of 65 in Sonoma County had no health insurance in
                                                        Products (18.9%)        the 12 months prior to polling. The number of uninsured is
                                                                                up slightly from the 2005 report, but down significantly
                                                                                from 2001.

                                                                                • More than 60% of Sonoma County residents are
                                             Livestock & Poultry (7.7%)         overweight or obese, an increase of nearly 5% from
                                     Nursery Products (4.9%)                    2005. Being overweight affects quality of life and puts
Other Fruit & Nut Crops (1.5%)                                                  individuals at risk for developing many diseases, especially
    Vegetable & Field Crops (2.8%)
                                                                                heart disease, stroke, diabetes, and cancer. Losing weight
                                                                                helps to prevent and control these diseases.
                          Source: Sonoma County Agricultural Crop Report 2008
                                                                                                               www.sonomaedb.org                  5
        Economy

Unemployment                                                                                     Unemployment Rate, Q3 2009 

The unemployment rate measures the percentage of individuals relative               13%
to the entire workforce who are not working, but are able, available, and
actively seeking work. Sonoma County‘s unemployment rose 4 percent­                 12%
age points between January and October 2009. Unemployment in
                                                                                    11%
Sonoma County was below the state average, but among the highest                                                                               10.3
comparable counties.
                                                                                    10%

Median-Home Prices                                                                   9%
Median home prices reflect the selling price of a middle-priced single
family home in Sonoma County. Home prices have fallen considerably                   8%
from their peaks in 2006, but prices appeared to be stabilizing by the
end of 2009. Housing affordability, which had been a major concern for               7%
Sonoma County’s economic growth in previous years, has improved
                                                                                     6%
dramatically.




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Median household income measures the level of a region’s middle-




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earning households. Between 2007 and 2008, median-household                              Source: Employment Development Department (www.edd.ca.gov)
income declined slightly in Sonoma County. In 2008, Sonoma County’s
median-household income was above the California and national                               Median Sales Price of an Existing
                                                                                                   *
averages, but below the average of comparable counties.                                        Home In Sonoma County
                                                                                  $600

Poverty                                                                           $500
                                                                                                                                                                  2.6%
The percentage of people living below the poverty line in Sonoma                  $400
County increased between 2007 and 2008. However, at 10.9 percent, the                                                                                     Increase Since
percentage of Sonoma County residents living in poverty was among                 $300                                                                      October ‘08
the lowest in comparable counties and below the California and national
                                                                                  $200
averages. Official poverty calculations assume that a family earning a
given income is equally well off anywhere in the country, however, due                                                                                            33%
                                                                                  $100
to above-average costs of living in Sonoma County, the adjusted                                                                                               Decrease
poverty rate may be higher.                                                        $0                                                                         Since ‘06
                                                                                         '99 '00 '01 '02 '03 '04 '05 '06 '07 '08
                                                                                                                                                   '09
                                                                                                                                                t.
             Percent Below Poverty Line, 2007 &
                                                                                                                                             Oc

      14%
                            2008                                                     * Single Family Homes. Source: California Association of Realtors (www.car.org),
                  2008
                  2007




                                                                                     Bay Area Real Estate Information Services, Inc (www.bareis.com)

      12%
                          10.9
                                                          Median Household Income, 2008
      10%                                                                           100K

       8%                                                                            90K

       6%
                                                                                     80K

       4%
                                                                                     70K

       2%
                                                                                     60K
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   www.sonomaedb.org         6	
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                                         2008 American Community Survey,
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                                         (www.census.gov)
                                                                                       n
                                                                                                                                                                              Economy

Cluster Employment
Over the period of 2000-2009, Sonoma County experienced                                                                                                   Employment in Selected Clusters,

growth in the Educational and Health Services, Professional and                                                                                             Sonoma County 2000-2009

Business Services, Government and Public Education, and Leisure
and Hospitality Services clusters. In the same time frame, employ­                                                                               30000

ment in the Manufacturing, Construction, Farm, and Retail Trade
sectors declined. Facing a challenging economy, between 2008                                                                                     25000

and Q3 2009, employment declined in every sector excluding the
Farm and Government/ Public education sectors.
                                                                                                                                                 20000





                                                                                                                                          Jobs
Job Growth
Job growth, which registered negatively for all comparable coun­                                                                                 15000
ties and the state in 2009, will be one of the major challenges
facing Sonoma County’s economy in 2010. From Oct. 2008 to Oct.                                                                                   10000
2009, Sonoma County experienced a 4.8 percent decline in the
total number of jobs. Sonoma County’s performance was among
                                                                                                                                                  5000
the lower half of comparable counties, but measured the least-
negative among the included Bay Area counties.
                                                                                                                                                     0
                                                                                                                                                          '00 ‘01 '02 '03 '04 '05 '06 '07 '08 '09
Firm Establishment Growth
Establishment growth tracks the year-over percentage change in                                                                                            Government                                      Manufacturing
the number of firms from 2007 to 2008. Significant growth                                                                                                 Health & Educational Services                   Construction
occurred across all comparable counties, with Sonoma recording
one of the highest gains. Establishment growth is often consid­                                                                                           Professional & Business Services                Farm
ered an indicator of the overall business climate, as it captures                                                                                         Leisure and Hospitality                         Retail Trade
both the creation and shuttering of firms. High firm-
establishment growth is also often correlated with innovation, as                                                                                           Source: Employment Development Department (www.edd.ca.gov)
                                                                                                                                             Note: Annual employment. 2009 data is preliminary. Not seasonally adjusted.
start-up companies frequently bring new products to market.


                                Job Growth, Oct 2008- Oct 2009                                             Firm Establishment Growth, 2007 & 2008
                                                                                                                                            8%

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                                                                                                  12 Month Percent Change in # of Firms
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                          0%

                                                                                                                                            5%

                          -1%

                                                                                                                                            4%

                          -2%

                                                                                                                                            3%

12 Month Percent Change




                          -3%
                                                                                                              2%

                          -4%
                                                                                                              1%


                          -5%
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                                                                        -4.8
                                                                                                                                                       California




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                                                                                                       Note: 2008 data is preliminary.
                          -8%

                                             Source, all data: California EDD (www.edd.ca.gov).
                                             Note: Total employment. Not seasonally adjusted.
                                                                                                                                                                             www.sonomaedb.org                    7
                      Environment

           Electricity and Natural Gas                                                                                                             Electricity and Natural Gas Consumption 

           Both electricity and natural gas usage in Sonoma County rank                                                                                         per capita, 2007

           relatively low when compared to similarly profiled California
           counties. Emerging green-building initiatives, due to begin in
                                                                                                                                 Electricity Consumption (left axis)                            Natural Gas Consumption (right axis)
           January 2010, should further reduce electricity and natural
                                                                                                                                                   8,000                                                                        350
           gas usage in both commercial and residential properties.




                                                                                                                                                                                                                                        Natural Gas (Thermal Units)
                                                                                                                                                   7,000                                                                        300
         Total Renewable Energy Production




                                                                                                                                 Electricy (kWh)
                                                                                                                                                   6,000
                                                                                                                                                                                                                                250
             Sonoma County continues to lead the way in total installed                                                                            5,000
                                                                                                                                                                                                                                200
             renewable energy, demonstrating 36% more capacity than                                                                                4,000
                                                                                                                                                                                                                                150
             Napa County. Unique incentive programs in Sonoma County,                                                                              3,000
             such as the Sonoma County Energy Independence Program,                                                                                2,000
                                                                                                                                                                                                                                100
             have bolstered the existing California Solar Incentive and                                                                            1,000                                                                        50
             Self-Generation Incentive Program rebates. Furthermore,                                                                                      0                                                                     0
             PG&E’s recent 500mw initiative and power purchase agree­




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             environment for the installation of renewable energy.
                                                                                                                                       Sa




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                                                                                                                                                                                              Source: California Energy Commission:
                                                                                                                                                                                               http://www.ecdms.energy.ca.gov/
          Waste Diversion
            Waste diversion in Sonoma County continues its trend of
            year-over-year growth, increasing by 70% over the last 10
                                                                                                                                                                         Total Renewable Energy 

            years. Of total residential and commercial waste generated                                                           25,000                                     Production, 2008

            in Sonoma County, 65% is diverted annually from landfills.                                                           20,000
                                                                                                                   CEC AC (kw)




         Water Use and Conservation                                                                                              15,000

             Water consumption in Sonoma County has remained                                                                     10,000
             relatively consistent over the past six years. Drought warn­
                                                                                                                                       5,000
             ings in 2005 resulted in decreased consumption levels
             between 2005-2007. Total water savings increased 56% over                                                                              0
             the six-year period due to recycling and conservation




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                                     Total Water Use and
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                                                                                                                                                                                              Source: California Energy Commission:
                                                                                                                                                               Sa




                                                                                                                                                                                               http://www.ecdms.energy.ca.gov/
                                Conservation in Sonoma County
                          Total Water Use (left axis)           Total Conservation (right axis)
                  35000                                                                       6000
                                                                                                                                                        Waste Diversion (recycling) Rate, 2007

                                                                                                                                         75%
                  30000                                                                       5000
Million Gallons




                                                                                                      Million Gallons




                  25000                                                                                                                  70%
                                                                                              4000
                  20000                                                                                                                 65%
                                                                                              3000

                  15000

                                                                                              2000                                       60%
                  10000
                   5000
                                                                      1000
                                      55%
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                            2003      2004      2005        2006        2007        2008
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                                                        Source: SCWA, 2008, www.scwa.ca.gov
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                                                                                                                                                                                Source: California Integrated Waste Management Board:
                      8      www.sonomaedb.org                                                                                                                                   http://www.ecdms.energy.ca.gov/
                                                                                                                                                                   Health

People with Healthcare Insurance                                                                                                            People With Healthcare
The percentage of people with healthcare coverage reflects the
proportion of people who were currently insured at the time of the                                                          100%               Insurance, 2008
2008 American Community Survey. At 86.4%, Sonoma County has a                                                               90%




                                                                                                                                                                                   86.4%
higher rate of insured individuals than California and most comparable                                                      80%
counties. However, the number of insured residents counted by the                                                           70%
American Community Survey is considerably fewer than that reported                                                          60%
by the 2007 California Health Interview Survey. The 2007 California                                                         50%
Health Interview Survey showed that 91.9% of Sonoma County                                                                  40%
residents were currently insured.                                                                                           30%
                                                                                                                            20%
Health Insurance Coverage by Income                                                                                         10%
Health insurance coverage by income shows the percentage of people                                                           0%
insured at different annual household income levels. In 2005, the




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California Health Interview Survey showed that more than a third of




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health insurance. The 2007 survey shows that more than 90% of these                                                                     Source: 2008 American Community Survey (www.census.gov)
households now have coverage.
                                                                                                                                   Health Insurance Coverage by 

Birth Rates by Race/Ethnicity                                                                                                      Income, Sonoma County, 2007

Birth rates measure the number of births per 1,000 people. In 2007,                                                         100%
Sonoma County’s birthrate was significantly lower than the California
average. By ethnicity, the Caucasian population had the lowest birth
                                                                                                                            80%
rate, while the Hispanic population birth rate was twice the county
average. Birth rates have direct impacts on the future demographic
compositions of Sonoma County and California.                                                                               60%


Overweight or Obese Adults                                                                                                  40%
The percentage of adults who are overweight or obese is calculated
using the Body Mass Index. The percentage of overweight adults is an
                                                                                                                            20%
indicator of the overall health and lifestyle of a community. Being over­
weight affects quality of life and puts individuals at risk for developing
                                                       1
many diseases, especially heart disease, stroke, diabetes, and cancer.                                                       0%




                                                                                                                                     $1 35
                                                                                                                                           +
                                                                                                                                           0
                                                                                                                                           0
                                                                                                                                          0
                                                                                                                                          0




                                                                                                                                     00 0
                                                                                                                                          0
                                                                                                                                          0




                                                                                                                                          0
                                                                                                                                          0
                                                                                                                                          0




                                                                                                                                        35
                                                                                                                                        $7
                                                                                                                                        $6
                                                                                                                                       $4
                                                                                                                                       $3




                                                                                                                                   $1 $9
                                                                                                                                       $8
                                                                                                                                 1




                                                                                                                                       $5
                                                                                                                                       $2
                                                                                                                                       $1




According to the 2007 California Health Interview Survey, more than 60

                                                                                                                                       -1
                                                                                                                              <$




percent of Sonoma County residents are overweight or obese, an                                                                                          Thousands $
increase of nearly five percent from 2005.                                                                                      Source : 2007 California Health Interview Survey (www.chis.ucla.edu)


                   Overweight or Obese Adults, 2007 
                                                                                Birth Rates by Race/Ethnicity

                                                                                                Rate per 1,000 population




         65%                                                                                                                                     2007

                                                                                                                             25
                                                                                                                                                 California
         60%
                                                                                                                             20
                                                                                                                                                  Sonoma County
         55%                                                                                                                 15

         50%                                                                                                                 10

                                                                                                                              5
         45%
                                                                                                                              0
         40%                                                                                                                          der      ite   an an can         nic                     All aces
                                                                                                       an/ sla
                                                                                                                n                            Wh Afric eric merian ispa
                                                                                                    Asi cific I                                    Am     A ndi   H                              R
                                                                                                     Pa                                                    I
         35%
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                                                                                                                              Source: California Department of Public Health, 2007 birth records,
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               Source All Other: 2007 California Health Interview Survey 1(www.chis.ucla.edu)
       SOCIETY

 Age Distribution by Ethnicity                                                                                                             Age Distribution By Ethnicity, Sonoma 

 Age distribution by ethnicity depicts Sonoma County’s ethnic demo-                                                                                    County 2007

 graphic composition by age group.The data reflects the County’s rapidly                                                       100

 growing young Hispanic population and the increasingly aging Cauca-
 sian population. In Sonoma County, 41 percent of Hispanic residents are                                                                   80

 under the age of 18, compared to only 18 percent of white residents.
                                                                                                                                                                                                                                         65 and older

                                                                                                                                           60

 California High School Exit Exam Pass Rates by Ethnicity                                                                                                                                                                                 40 - 64 yrs

 Each year, California 10th graders must take the CAHSEE exam                                                                              40
                                                                                           18 - 39 yrs
 (California High School Exit Examination), which measures
                                                                                                                                                                                                                                          0 - 17 yrs

 English/Language Arts (ELA) and Math ability. Students must pass the
                                                                                                                                           20

 test in order to graduate. Sonoma County students have consistently
 performed better than the state average, boasting a 5% higher pass rate
                                                                                                                                            0
 in ELA and a 3% higher pass rate in Math in 2009. However, significant                                                                                                      White    Hispanic      Asian     Black      Other
 achievement gaps exist among ethnic groups.                                                                                      Source-- Top: California Department of Finance, Demographic Research Unit. 2007 

                                                                                                                                  data. www.dof.ca.gov. Below: California Department of Education. www.cde.ca.gov


 Crime Rate Trends
 Crime rate trends measure the violent and property crime rates for                                                                                                                  Exit Exam Pass Rates by 

 Sonoma County from 2004-2008.The property crime rate has decreased                                                                                                               Ethnicity, Sonoma County 2009

 by more than 31% over this 5-year time period. During the same period,                                                                                                 100

                                                                                                                                                                                                                       Math
 the violent crime rate has decreased by 11%.
                                                                                                                                                                                                                       English/Language Arts

                                                                                                                                            Percentage of students passing   80

 Educational Attainment
 A key indicator of quality of life is the educational attainment level of
                                                                                                                                                                             60

 county residents. Sonoma ranks favorably for high school completion,
 with only two comparable counties boasting higher percentages of
 residents obtaining a high school diploma. Additionally, more than 31%                                                                                                      40

 of Sonoma residents have a bachelor’s degree or higher, compared to
 the state average of 29%. According to the federal Census Bureau’s
                                                                                                                                                                             20

 American Community Survey, the percentage of Sonoma County
 residents over the age of 25 with college degrees has risen slightly over
 the past five years.                                                                                                                                                         0
                                                                                                                                                                                     White                   Black            English Learners
                                                                                                                                                                                                 Asian                   Hispanic
           Percentage of Residents with High School

              Diploma or Higher Education, 2008 
                                                                                                                              Sonoma County Crime Rate
           Marin                                                                                                                                                                   Trends: 2004-2008

 San Luis Obispo                                                                                                                           1500

                                                                                                                                                                                     Property crime rate              Violent crime rate
         Sonoma
                                                                                                            Crimes per 100,000 residents




      Santa Cruz                                                                                                                           1200

         Ventura
   Santa Barbara
                                                                                                                                            900

        California
            Napa
                                                                                                                                            600

       Monterey

                 50              60              70               80              90                 100

                 Source: California PostSecondary Education Commission. 2008 data. www.cpec.ca.gov                                          300

                                                                                                                                                                               2004          2005        2006         2007       2008


10 www.sonomaedb.org                                                                                                                                                           Source: California Department of Justice. www.ag.ca.gov/csjc
                                                                                                                                                                                                                    Workforce


Industries with Highest Employment of Workers Ages 55+




                                                                                                                                                        Number of Employees, Ages 55+
                                                                                                                                                                                                          Highest Employment

Industries with the highest employment of workers aged 55 and above
indicates those industries that will be most likely to seek large quantities of                                                                                                          6000             of Workers Ages 55+,
replacement employment in the coming decades. The healthcare and                                                                                                                                               2008, Q3
                                                                                                                                                                                         4500
social assistance industry currently has nearly 5,000 employees nearing
retirement age.
                                                                                                                                                                                         3000

Population Growth and Demographic Change                                                                                                                                                 1500
The ethnic composition of the county is expected to change dramatically
by mid-century. It is projected that more than 50 percent of the population                                                                                                                  0
in Sonoma County will be Hispanic by 2050, compared to 17 percent in                                                                                                                                                                                t
                                                                                                                                                                                                     e&           ng            de         vcs   cep )
2000. Knowledge of demographic trends is crucial for determining work­                                                                                                                          h car tance cturi         l Tra        al S s (ex ration
                                                                                                                                                                                            alt is         fa         tai        tio
                                                                                                                                                                                                                                     n
                                                                                                                                                                                                                                           Svc ist
force and educational needs and assessing the extent to which they are                                                                                                                  He l Ass anu               Re         uca ther dmin
                                                                                                                                                                                           c ia       M                  E  d
being met.                                                                                                                                                                              So                                         O ic A
                                                                                                                                                                                                                                      bl
                                                                                                                                                                                                                                   Pu
                                                                                                                                                                 Source: California Employment Development Dept. (www.edd.ca.gov)
Cluster Employment Growth, Concentration, and Annual Pay
The cluster employment chart measures the relative size of Sonoma                                                                                                                                 Percent Population by Ethnicity
County’s largest workforce sectors (which comprise more than 80% of the
                                                                                                                                                                                                                              2050       Percent
County’s total employment), as well as cluster ten-year growth rates and                                                                                                                                          2000
                                                                                                                                                                                                                              (Est.)     Change
average annual pay. When visualized together, the metrics demonstrate
                                                                                                                                                                                         White                    75.0%       34.0%     -54.7%
where employment is concentrating in Sonoma County and how compen­
sation in those industries compare.With the exception of leisure and hospi­                                                                                                              Hispanic                 17.0%       50.7%     198.2%
tality, our growing clusters also pay above-average wages, a positive trend                                                                                                              Asian                     3.0%       9.50%     216.7%
that has the potential to increase average pay over time. Construction and                                                                                                               Multi-Race               2.10%       2.10%        0%
manufacturing jobs, which also pay above average, have been declining.                                                                                                                   Black                    1.40%       2.50%       78.6%
Jobs in the county’s largest private sector, (Retail, Trade, Transportation and                                                                                                          American Indian          0.80%       1.30%      62.5%
Utilities) which provide below-average annual pay, have also declined.                                                                                                                   Source: California Department of Finance. (www.dof.ca.gov)


                                                                                              Sonoma County Employment Growth, Concentration, and
                                                                                                       Annual Pay by Cluster (2000-2009)
                                                              *Size of bubble represents concentration (percentage of total jobs) in major clusters
                                                       30%
  Sonoma County 10 year Employment Growth by Cluster




                                                                                                                   Professional & Business Services
                                                                                                 Health & Education
                                                       20




                                                                                                      Services                          Government & Public Education
                                                       10




                                                                                                                                                                                                        How to read this chart :

                                                                      Leisure & Hospitality
                                                                                                                                                                                                 Increasing number          Increasing number
                                                       0




                                                                                                                                                                                                 of jobs, but below-        of jobs and above-
                                                                                                                Construction
                                                                                                                                                                                                 average wages              average wages
                                                       -10




                                                                          Farming

                                                                                                                                                                                                 Declining number           Declining number
                                                       -20




                                                                   Retail, Trade, Transportation, Utilities                 Manufacturing                                                        of jobs and below-         of jobs, but above-
                                                                                                                                                                                                 average wages              average wages
                                                       -30%




                                                                     $10000      20000        30000     40000    50000    60000      70000     $80000
                                                                                               U.S. Average: $45,500

                                                                                              2008 National Average Annual Pay 

Source: Bureau of Labor Statistics (www.bls.gov)                                                                                                                                                                www.sonomaedb.org                  11
California Employment Development Department (www.edd.ca.gov)
Sonoma County Economic Development Board, 2009. www.sonomaedb.org
           Tourism

  Hotel Occupancy Rates                                                                                                     Change in Hotel Occupancy Rates

  The occupancy rate of a hotel is the percentage of rooms in                                                               Year-To-Date, October 2008-2009
  use of the total available over a specified period. Sonoma




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  County’s October 2009 year-to-date occupancy rate has




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  decreased by 10.0% compared to the same period in 2008.




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  This downward trend in occupancy rates mirrors California’s




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  lodging industry as a whole, which also saw a 10.0% decrease




                                                                                                                                                                   M
                                                                                                                                                   N
                                                                                                                  0
  over the same period.
                                                                                                                                                                                         -1.7%
                                                                                                                 -3
  Transient Occupancy Tax
  Transient Occupancy Tax (TOT) is a local tax on room rental                                                    -6
  revenues in lodging properties located in Sonoma County. TOT                                                                                                                   -7.3%
  figures are an important tool for discerning the condition and                                                 -9                                                 -9.1%
                                                                                                                                                         -9.4%
  trends of the lodging and tourism industries in general. TOT                                                                       -10.5%
                                                                                                                                                -10.0%

  funds are allocated toward regional parks; arts, culture, and                                                 -12
  historical organizations; affordable housing; and other
  expenses. TOT revenues decreased in 2008 and have contin-                                                     -15       -14.5%

  ued to do so into 2009 due to decreased tourism worldwide in                                              Source: Smith Travel Research, 2009. (www.visitcalifornia.com)

                                                                                                            *Note: Ventura County figure represents both Ventura and Oxnard counties, Santa 

  response to the weakened economy.                                                                         Barbara County figure represents both Santa Barbara and Santa Maria, and Santa Cruz
                                                                                                            County figure represents both Santa Cruz and San Jose, as presented by Smith Travel
                                                                                                            Research in the October 2009 monthly California Lodging Trends Report.
  Visitor Spending
  Visitor spending tracks how much money is spent by visitors
  during their stays in Sonoma County. This includes, but is not
  limited to, spending on accommodations, food and beverage,                                                        Sonoma County Transient Occupancy 

  entertainment, transportation, and retail. Total visitor spending                                                  Tax Revenues (Seasonally Adjusted)

  in Sonoma County increased 5.3% year-over-year from 2006,
  which was the third-highest increase amongst comparable
                                                                                                                $6.0            2000-2009
  counties.                                                                                                     $5.5
                                                                                                                $5.0
                                                                                             By Millions of $




        Distribution of Visitor Spending by 

      Commodity Purchased, Sonoma County
                                                                       $4.5
                                                          Food & Beverage
                                                          Services (24.1%)
                                                                                                                $4.0
                                                          Retail Sales (19.7%)                                  $3.5
                                                          Arts, Entertainment &
                                                          Recreation (18.9%)                                    $3.0
                                                          Accommodations (18.5%)
                                                                                                                $2.5
                                                          Ground Trans. & Motor
                                                          Fuel (15.5%)                                          $2.0
                                                          Food Stores (3.4%)                                              00 01           02       03    04      05         06      07     08    09

                                3.4%
                                                                                                                              Source: Transient Occupancy Tax Report, Q1 2009.
 Source for Visitor Spending data: California Travel Impacts by County, 2008.                                                 Prepared by the Sonoma County Economic Development Board, August 2009.
 Prepared for the California Travel & Tourism Commission by Dean Runyan and Associates, April 2009.


$2,500                                             Visitor Spending 2005-2007, ($ Millions)
$2,000

$1,500                                                                                                                   ‘07
                                                                                                                 ‘05 ‘06
$1,000
                                                                                                                           $1,305
                                                                                                                          $1,239
                                                                                                                 $1,148




  500

     0
             Santa Cruz               Marin                  Napa            San Luis Obispo                       Sonoma                      Ventura           Santa Barbara           Monterey
         12 www.sonomaedb.org
      Methodology, Sources, and Notes


Note on Data Sources                                         Sources
The 2010 Sonoma County Indicators Report provides
a comparative study on various economic, demo­               Bay Area Real Estate Information Services, Inc.
graphic, environmental, and social facets of Sonoma          California Association of Realtors
County. Economic Development Board research                  California Department of Education
originates in information available from outside             California Department of Finance, Demographic Research Unit
resources and previously published material.                 California Department of Health Services
Sonoma County indicators offer partial and/or com­           California Department of Justice
posite representations of raw data, and cite respec­         California Employment Development Department
tive source data sets. For more information, please          California Energy Commission
see the listed sources.                                      California Integrated Waste Management Board
                                                             California PostSecondary Education Commission
The indicators do not provide complete in-depth
analyses of all facets of Sonoma County. The EDB
                                                             County of Sonoma Department of Transportation and Public Works
believes all data contained within this report to be         Dean Runyan & Associates
accurate and the most current available, but does            Division of Tourism, California Trade and Commerce Agency
not guarantee its accuracy or completeness. Use of           Environmental Protection Agency
data from an outside source does not represent an            National Association of Realtors
endorsement of any product or service by the EDB,            Pacific Gas & Electric
its members or affiliates.                                   Smith Travel Research
                                                             Sonoma County Agricultural Preservation and Open Space District
The 2010 Sonoma County Indicators was developed              Sonoma County Department of Health Services
from national and local data sources. Its content is         Sonoma County Economic Development Board
based on models of similar reports from comparable
                                                             Sonoma County Office of Education
regions around the country, combined with input
from various agencies and organizations within the
                                                             Sonoma County Planning and Resource Management Department
county. The Sonoma County EDB appreciates orga­              Sonoma County Sheriff’s Department
nizations that have pioneered approaches used in             Sonoma County Water Agency
the 2010 Sonoma County Indicators report, and is             Sonoma County Waste Management
grateful to those who provided feedback.                     UCLA California Health Interview Survey
                                                             United States Bureau of Economic Analysis
Interested readers are invited to suggest indicators         United States Bureau of the Census, American Community Survey
for inclusion in future reports and are encouraged to        United States Bureau of Labor Statistics
contact data source agencies or organizations for
further research. For more information, please
visit www.sonomaedb.org, fax (707) 565-7231, or
write to edb@sonoma-county.org.                                                               Indicators Team
  The 2010 Sonoma County Indicators report was prepared by the Economic Development Board project coordinators.
  Keith H. Butts was the project lead, managing and editing the report’s overall layout and content, as well as compiling data for the
  Economy, Health, and Workforce sections. Special assistance for economic indicators data was provided by the United States
  Bureau of Labor Statistics and the California Employment Development Department.
  Heather Beck & Mehroz Baig performed research for the Workforce and Society sections, with acknowledgement to the California
  Department of Education and the Sonoma County Sheriff’s Department for providing data assistance.
  Darren Ball & Mara Hochman gathered and analyzed data for the Environment section, with thanks to Carrie Pollard of the
  Sonoma County Water Agency, Joe Horak of Pacific Gas & Electric, and Patrick Carter of the Sonoma County Waste Management
  Agency for their assistance with data.
  Justin Hayashi researched the Tourism section, with acknowledgment to the Sonoma County Tourism Bureau and the California
  Travel and Tourism Commission reports published by Smith Travel Research.



                                                                                                          13 www.sonomaedb.org
                                                 EDB
                                                  Sonoma County
                                       Economic Development Board


With Acknowledgment and Appreciation to Local Key Businesses
      Supporting Sonoma County Economic Development:
                        Director




                                         Executive




                                          Sponsor




       County of Sonoma General Services, Real Estate Division  County of Sonoma Board of Supervisors
                 Sonoma County Health Services         Sonoma County Transportation & Public Works

                                       www.sonomaedb.org

				
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