City Profile and Projections Report for the City of Sonoma 2018 · 2019-01-07 · • Sonoma’s 2017 median home sales price grew to $670,000, the third-highest price among Sonoma

2018CITY PROFILE AND PROJECTIONS REPORT

SONOMA

Report developed by the Sonoma County Economic Development Board in partnership with the City of Sonoma and the Sonoma Valley Chamber of Commerce

PG. 2SONOMAEDB.ORG

ECONOMIC DEVELOPMENT BOARDB

OA

RD

OF

D

IRE

CTO

RS

EDB FOUNDATION SPONSORS

FOUNDATION LEVEL

EXECUTIVE LEVEL

PRESENTING LEVEL

PREMIER LEVEL

NORBARMIDSTATE CONSTRUCTIONKEEGAN & COPPIN CO.COMCASTAMERICAN RIVER BANK

ZAINER RINEHART CLARKEWELLS FARGOVANTREO INSURANCESUMMIT STATE BANKSONOMA COUNTY ALLIANCE

WAYNE LEACH MICHAEL NICHOLLS MICHAEL TOMASINITERRI DENTE TERRY GARRETT KATHRYN HECHT LINDA KACHIUPAM CHANTER, CHAIR JORGE ALCAZAR SKIP BRAND

BEN STONE, Executive Director

MEDIA LEVEL

SONOMA COUNTY BOARD OF SUPERVISORS

PG. 3SONOMAEDB.ORG

CONTENTS

4. EXECUTIVE SUMMARY

6. DEMOGRAPHICS

8. EMPLOYMENT

9. BUSINESS

10. INCOME & SPENDING

12. HOUSING

14. EDUCATION

15. CITY DATA SNAPSHOT

16. SOURCES & ACKNOWLEDGMENTS

PG. 4SONOMAEDB.ORG

2018 SONOMA CITY PROFILE REPORT

EXECUTIVE SUMMARY March 2018

Highlights from this year’s report include:

• Sonoma’s population grew to 11,405 in 2017, and is projected to reach 11,916 in 2022. This five-year growth projection is the highest of Sonoma County’s nine major cities, at 4.5%. The city’s median age in 2017 was 51.2, about ten years higher than the countywide average.

• Sonoma experienced the sixth-lowest unemployment rate among Sonoma County’s cities at 3.1% in 2017, below the rates of the county (3.4%), state (4.8%) and country (4.4%).

• In 2017, Sonoma had the third-highest median household income at $71,323. The city’s median household income was $4,540 greater than the countywide average. Five-year projections predict that Sonoma’s median household income will grow by 11.3% to $79,412 in 2022.

• Total taxable sales grew by 2.4% to $272.8 million, the sixth-highest total sales in the county. This translates as $23,922 in taxable sales per resident, about $6,000 above the county average.

• Sonoma’s 2017 median home sales price grew to $670,000, the third-highest price among Sonoma County’s cities and above the 2017 countywide median price of $535,000. Sonoma experienced a 0.2% decline in housing prices from 2016.

• Sonoma’s three-year average SAT composite scores were 1483; this is lower than the county average (1571), but higher than the state composite scores of 1472.

A Note from Our Executive Director

The Sonoma County Economic Development Board (EDB)—in partnership with the Sonoma County Workforce Investment Board (WIB), the City of Sonoma, and the Sonoma Valley Chamber of Commerce—is pleased to present the 2018 Sonoma City Profile and Projections Report. The EDB publishes a comprehensive annual report on each of the county’s nine incorporated cities—Cloverdale, Cotati, Healdsburg, Petaluma, Rohnert Park, Santa Rosa, Sebastopol, Sonoma, and Windsor. These reports provide projections and forecasts for the demographic, economic, income, and housing data for each city, and showcase some of their unique qualities and local cultures.

This report is meant to reflect conditions in the city with the most recent information available in 2018. While every effort was made to ensure this report contained up-to-date information, certain data was unavailable at the time this report was released; thus, some figures may reflect information from prior years.

Thank you for your interest in the Economic Development Board’s research. For access to each of the City Profile and Projections Reports, or for general questions, concerns, and comments, please reach out to us at (707) 565-7170 or visit www.sonomaedb.org.

Ben Stone Executive Director

PG. 5SONOMAEDB.ORG

PG. 6SONOMAEDB.ORG


DEMOGRAPHICS

POPULATIONSonoma’s population increased to 11,405 residents in 2017, ranking sixth-largest among Sonoma County’s nine incorporated cities. Between 2010 and 2017, the city grew by 10.8%. This amount of growth is second-highest among comparable cities and is higher than the growth of Sonoma County (7.4%), California (8%), and the United States (7.1%) during this period of time. Looking into the future, Sonoma is projected to grow 4.5% by 2022 and will be home to 11,916 residents. The city’s five-year growth is fastest in the county, and is projected to outpace statewide and national growth.

RACE AND ETHNICITYIn 2017, the five largest ethnicities which residents identified with were White (84.8%), Some Other Race (7.8%), Asian (3.1%), Multiracial (2.8%), and Black (0.6%). 17.6% of residents identify as Hispanic across all races.

ESRI (www.bao.arcgis.com) Source:

Total PopulationSonoma

5,000

7,000

9,000

11,000

13,000

15,000

202220172010

ESRI (www.bao.arcgis.com)Source:

Current and Projected Age DistributionSonoma, 2010, 2017 & 2022

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth


Employed Population 16+ by IndustrySonoma, 2017

Information

Wholesale Trade

Agriculture/Mining

Transportation/Utilities

Public Administration

Finance, Insurance,and Real Estate

Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%


Total Business Establishments2017

0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa


Median Age in Years2017 & 2022

30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma

ESRI, U.S. Census BureauSource:

2010-2017 Population GrowthPercent Increase

0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale

Keegan & Coppin Company, Inc. (www.keegancoppin.com)

Source:

Commercial Property Vacancy Rates Sonoma County, 2007-2017

0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07

Retail Industrial O�ce


Median Household Income2017 & 2022

$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor


Median Household IncomePercentage Growth, 2017-2022

0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol

California Employment Development Department (www.edd.ca.gov)

Source:

Unemployment Rate2017

0% 1% 2% 3% 4% 5%CaliforniaCotatiSanta RosaRohnert ParkSonoma CountySonomaHealdsburgWindsorCloverdaleSebastopolPetaluma

California Employment Development Department, U.S. Census Bureau

Source:

Employed PopulationPercent, 2017

40% 45% 50% 55% 60%SonomaCloverdaleCaliforniaHealdsburgSanta RosaWindsorSonoma CountyRohnert ParkPetalumaCotatiSebastopol

California Board of Equalization (www.boe.ca.gov)

Source:

Total Taxable SalesSonoma, Millions of Dollars, 1997-2016

$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:

Total Taxable SalesPer Capita, 2017

0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg

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

Source:

Median Home Sales PriceSonoma, 1999-2017

$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:

Median Home Sales PricePercentage Growth, 2012-2017

50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:

Average Days on Market2017

0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:

Homes Sold in Sonoma CountyPercentage, 2017

Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%

U.S. Census Bureau (www.census.gov) Source:

Homeowner and Rental Vacancy RatesPercent, 2016

0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates

CaliforniaSonomaCounty

Sonoma


Homeowner and Rental Vacancy RatesSonoma, 2010-2016

0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010


Education of WorkforceSonoma, Percent, 2017

0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School

Less thanHigh School

California Department of Education (www.cde.ca.gov)

Source:

SAT Composite ScoresThree-Year Average, 2013-2016

1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:

English LearnersPercent of Total Students, 2017

0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma

ESRI (www.bao.arcgis.com) Source:Source:

Population by Race and EthnicitySonoma, 2010, 2017, & 2022

0%

20%

40%

60%

80%

100%2022

2017

2010

Pacific slander

NativeAmerican

BlackMultiracialAsianSome OtherRace

Latino/Hispanic Origin

White


Households by IncomePercentage of Households, 2017

0%

5%

10%

15%

20%Sonoma County

Sonoma

$200K+$150K-$200K$100K-$150K$75K-$100K$50K-$75K$35K-$50K$25K-$35K$15K-$25K<$15K


Age DistributionPercentage of Population, 2017

0%

5%

10%

15%

20%Sonoma County

Sonoma

85 +75 - 8465 - 7455 - 6445 - 5435 - 4425 - 3415 - 2410 - 145 - 90 - 4


Top 10 Consumer Spending CategoriesSonoma, Percent of Total Spending, 2017

0%

5%

10%

15%

20%

25%

30%

35%

EducationHomeOperations

HomeFurnishings

ApparelTravelRecreationHealthcareTransportationFoodHousing


Source:Source:

Median Home Sales Price2017

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

Cotati/Rohnert Park

CloverdaleSanta RosaWindsorPetalumaSonomaSebastopolHealdsburg

County Avg.



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma

PG. 7SONOMAEDB.ORG


DEMOGRAPHICS

MEDIAN AGEThe median age of Sonoma residents was 51.2 years old in 2017. It is the highest median age among Sonoma County’s comparable cities, with Rohnert Park being the youngest with a median age of 34.2 and the countywide median being 41. Sonoma’s median age is higher than the median ages of the state (36) and the nation (37.7). Looking into the future, Sonoma is projected to age 1.2 years to 52.4 by 2022.

AGE STRUCTURESonoma’s age structure largely mirrors Sonoma County, but skews older. It has 1.3% more Late Career aged residents and 11.2% more Elderly aged residents than the county average. It has 3.6% fewer Youth residents, 2.8% fewer Early Career residents, and 6% fewer Mid Career residents. Overall, Sonoma’s labor force is ageing at a faster pace than the county. In 2022, the city is projected to have a smaller than average proportion of Youth aged residents at 12.6% of total population; this population is an indicator of future workforce sustainability.



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



0%

20%

40%

60%

80%

100%2022

2017

2010

Pacific slander

NativeAmerican



White



0%

5%

10%

15%

20%Sonoma County

Sonoma




0%

5%

10%

15%

20%Sonoma County

Sonoma

85 +75 - 8465 - 7455 - 6445 - 5435 - 4425 - 3415 - 2410 - 145 - 90 - 4



0%

5%

10%

15%

20%

25%

30%

35%


HomeFurnishings



Source:Source:


$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

Cotati/Rohnert Park


County Avg.

PG. 8SONOMAEDB.ORG


EMPLOYMENT

UNEMPLOYMENTIn 2017, Sonoma’s annual unemployment rate was 3.1%—the sixth-lowest rate of Sonoma County’s cities. Sonoma’s unemployment rate is lower than the rates of the county (3.4%), California (4.8%), and the United States (4.4%). Sonoma saw a 0.5 percentage point drop in unemployment from 3.6% in 2016 to 3.1% in 2017. An unemployment rate of 3.1% translates as 175 workers. More broadly, Sonoma County has seen annual unemployment fall from a high of 10.8% in 2010 to its current two-decade low of 3.4% in 2017.

LABOR FORCEA low unemployment rate does not necessarily indicate a high level of employment, because residents who are not actively seeking work such as homemakers, retirees, or discouraged workers are not considered unemployed. Looking at the employed population—the number of workers divided by total population—is a good measure of workforce participation. 46% of Sonoma’s total population is employed, which translates as 5,200 workers. Sonoma has the lowest employed population percentage in the county, but its rate is tied with the state (46%) and is below the nation (49%). Taken together with its higher percentage of 65+ aged residents, this can be explained by a higher proportion of retirees. Countywide, employment levels did not return to pre-recession levels until 2014.

INDUSTRYBreaking down employment by industry, over half of workers in Sonoma are employed in the Services industry at 57%, followed by 10% employed in Retail Trade and 9% in Construction. Sonoma compares with Sonoma County as having 6.1% more Services and 1.5% more Construction workers, but has 1.9% fewer workers in Retail Trade and 1.6% fewer in Wholesale Trade.



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma

PG. 9SONOMAEDB.ORG


BUSINESS

BUSINESSESSonoma has the fourth most businesses across comparable cities at 1,062. This figure scales as 93.1 businesses per 1,000 residents in the city, a rate which is second-highest among comparable cities and is double the countywide average of 43.3 businesses per 1,000 residents.

COMMERCIAL VACANCY RATESThe commercial vacancy rates for retail, industrial, and office space measure how many of these properties are actively on the market and are available to lease. While some level of vacancy will naturally develop as a consequence of friction, a lower vacancy rate generally indicates how much demand exists for incorporating in a particular city. While data does not currently exist for Sonoma alone, there is information for the county. Sonoma County’s industrial vacancy rate averaged 5% across 2016 Q4 to 2017 Q3, the most recent available data. The county’s office vacancy space averaged 14% and its retail rate averaged 4%. Office vacancy rates tend to be higher because there is more flexibility in where and how employees complete their work (telecommuting, hoteling, coworking spaces, etc.), while industrial and retail spaces remain in demand due in part to their inflexible space requirements. Across the county,industrial vacancy rates saw the greatest decline as demand rose during the economic recovery.



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma

PG. 10SONOMAEDB.ORG


INCOME & SPENDING

MEDIAN HOUSEHOLD INCOMEIn 2017, Sonoma had the third-highest medianhousehold income among Sonoma County cities, at $71,323. Windsor ranked first at $82,763 andCloverdale ranked ninth at $56,727. Sonoma’smedian household income was $4,540 abovethe countywide average. The city is projectedto see an 11.3% growth in median householdincome by 2022 to $79,412. This represents thehighest projected growth in the county.

HOUSEHOLDS BY INCOMEThe largest income bracket in Sonoma is$100,000-$150,000 at 16.5%, followed by$50,000-$75,000 at 16.1% and $75,000-$100,000 at 12.1%. 63.9% of households earnless than $100,000. Sonoma has 3.9% morehouseholds earning over $100,000 than thecounty average. Looking to 2022, the largestincome bracket expected to grow is $100,000-$150,000 by 1.6% while the income bracketprojected to shrink most is $35,000-$50,000by 1.6%.



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



0%

20%

40%

60%

80%

100%2022

2017

2010

Pacific slander

NativeAmerican



White



0%

5%

10%

15%

20%Sonoma County

Sonoma




0%

5%

10%

15%

20%Sonoma County

Sonoma

85 +75 - 8465 - 7455 - 6445 - 5435 - 4425 - 3415 - 2410 - 145 - 90 - 4



0%

5%

10%

15%

20%

25%

30%

35%


HomeFurnishings



Source:Source:


$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

Cotati/Rohnert Park


County Avg.

PG. 11SONOMAEDB.ORG


INCOME & SPENDING

TOTAL TAXABLE SALESIn 2016, the last year with available data, Sonoma businesses recorded $272.8 million in total taxable sales. Taxable sales are a good indicator of aggregate economic health because it directly speaks to the success of local businesses, and indirectly speaks to the purchasing power of residents. Total taxable sales generally correlate with population, with the largest cities taking in the most sales; but examining city sales per capita can give insight into how Sonoma compares on individual output. Sonoma ranks second for sales per capita, at $23,922. This figure is above the county average of $17,682. Sonoma saw a 2.4% growth in taxable sales from 2015 to 2016.

CONSUMER SPENDINGSonoma residents spend their income across a variety of major spending categories. In aggregate, the top five spending categories in 2017 were Housing (31.2%), Food (11.7%), Transportation (11.1%), Healthcare (8.1%), and Recreation (4.5%). Sonoma’s consumer spending was nearly aligned with county averages, with some slight deviations: Sonoma residents spend 0.2% more on Housing than the county average, and 0.4% less on Transportation.



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



0%

20%

40%

60%

80%

100%2022

2017

2010

Pacific slander

NativeAmerican



White



0%

5%

10%

15%

20%Sonoma County

Sonoma




0%

5%

10%

15%

20%Sonoma County

Sonoma

85 +75 - 8465 - 7455 - 6445 - 5435 - 4425 - 3415 - 2410 - 145 - 90 - 4



0%

5%

10%

15%

20%

25%

30%

35%


HomeFurnishings



Source:Source:


$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

Cotati/Rohnert Park


County Avg.



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma

PG. 12SONOMAEDB.ORG


HOUSING

MEDIAN HOME SALES PRICEThe 2017 median home sales price was $670,000 in Sonoma, comparing higher than the county median of $576,000. This price marks one of the highest on record for the city, but does not surpass the pre-recessionary high of $694,500 in 2007. Sonoma ranks as third-highest median price in Sonoma County, with Healdsburg ranking as most expensive at $804,000 and Cotati/Rohnert Park tying for least expensive at $479,500. Sonoma’s median home sales price shrunk by $1,250 from 2016 to 2017, and was one of two cities to see a price decline (Healdsburg saw a decline of $23,000). Looking at the past five years, Sonoma’s median home sales prices rose 61%, the lowest growth among comparable cities during this time. Cloverdale saw the highest growth in the past five years at 104%, while the countywide average was 75%.



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



0%

20%

40%

60%

80%

100%2022

2017

2010

Pacific slander

NativeAmerican



White



0%

5%

10%

15%

20%Sonoma County

Sonoma




0%

5%

10%

15%

20%Sonoma County

Sonoma

85 +75 - 8465 - 7455 - 6445 - 5435 - 4425 - 3415 - 2410 - 145 - 90 - 4



0%

5%

10%

15%

20%

25%

30%

35%


HomeFurnishings



Source:Source:


$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

Cotati/Rohnert Park


County Avg.

PG. 13SONOMAEDB.ORG


HOUSING

DAYS ON MARKETIn 2017, homes in Sonoma were on the market for an average of 72 days. This compares with the hottest real estate activity in Cotati/Rohnert Park, where homes were on the market for an average of 44 days. Countywide, homes were on the market for an average of 59 days. Healdsburg experienced the coldest activity at 89 days. 9% of the 5,514 homes sold in Sonoma County were in Sonoma.

HOUSING VACANCY RATESHomeowner and rental vacancy rates measure the number of homes which are actively on the market to rent or buy, but which are still not bought/rented. Vacancy rates are good measures of how tight the housing market is, because it indicates how much demand exists for housing. A value below the U.S. vacancy rate indicates that demand for housing is greater than supply. Sonoma’s homeowner vacancy rate was 0.6% in 2016, the latest available data. This compares lower than the county (1.1%), state (1.3%), and nation (1.8%). Sonoma’s rental vacancy rate was 4.3%, comparing higher than the county (3.3%) and state (3.8%), but lower than the nation (6.2%).



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma

PG. 14SONOMAEDB.ORG


EDUCATION

WORKFORCE EDUCATIONIn Sonoma, 93.7% of adult residents (age 25+) possess at least a high school diploma, comparing higher than the county (87.3%), the state (82%), and the nation (87%). 42.6% possess at least a bachelor’s degree, comparing again higher against the county (33.1%), state (32.0%), and nation (30.3%). 14% of adult residents possess advanced degrees. Sonoma ranks second, second, and third on educational attainment across comparable cities for High School Graduate, Bachelor’s Degree, and Advanced Degree respectively. 6.3% of adult residents did not graduate high school, with 2.5% having less than a 9th grade education.

SAT SCORESSAT scores are one of many measures of student success and college/career readiness. The SAT is comprised of three sections—reading, math, and writing—and has a maximum composite score of 2400. The SAT composite scores for 2015-2016 (the latest available) show that Sonoma students scored 1467, ranking eighth among comparable cities. Sonoma’s SAT scores have been volatile recently, but the city’s three-year average is 1483, below the county (1571) but above the state (1472) averages.

For a list of schools located in each district, visit http://www.scoe.org/pub/htdocs/finddistrict. html.

ENGLISH LEARNERSThe California Department of Education defines an “English Learner” as a student for whom English is not the spoken language at home and who has been assessed to lack a sufficient level English comprehension. Sonoma County schools allocate resources to support English Learners in becoming proficient. Sonoma schools have the most English Learners at 31.5%, above the county (22.3%) and the state (21.4%) averages. Sebastopol has the lowest percentage of English learners at 6.3%.



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma



5,000

7,000

9,000

11,000

13,000

15,000

202220172010



0.0%

0.1%

0.2%

0.3%

0.4%

0.5%2022

2017

2010

65+Elderly

55-64Late Career

25-54Mid Career

15-24Early Career

0-14Youth



Information

Wholesale Trade

Agriculture/Mining




Manufacturing

Construction

Retail Trade

Services

57%

10%

9%

9%

6%4%

2%2%1%1%



0 2000 4000 6000 8000

Cloverdale

Cotati

Sebastopol

Windsor

Healdsburg

Sonoma

Rohnert Park

Petaluma

Santa Rosa



30 35 40 45 50 55

Rohnert Park

Cotati

Windsor

Santa Rosa

Sonoma County

Petaluma

Cloverdale

Healdsburg

Sebastopol

Sonoma



0% 3% 6% 9% 12% 15%

Sebastopol

Petaluma

Rohnert Park

Cotati

Sonoma County

Healdsburg

Windsor

Santa Rosa

Sonoma

Cloverdale


Source:


0%

5%

10%

15%

20%

25%

'17'16'15'14'13'12'11'10'09'08'07




$50,000 $60,000 $70,000 $80,000 $90,000 $100,000

Cloverdale

Rohnert Park

Santa Rosa

Cotati

Healdsburg

Sonoma County

Sebastopol

Sonoma

Petaluma

Windsor



0% 3% 6% 9% 12% 15%

Rohnert Park

Cloverdale

Windsor

Petaluma

Santa Rosa

Cotati

Sonoma

Sonoma County

Healdsburg

Sebastopol


Source:




Source:




Source:


$125

$155

$185

$215

$245

$275

'16'14'12'10'08'06'04'02'00'98


Source:


0 $10,000 $20,000 $30,000

Cloverdale

Windsor

Rohnert Park

Sonoma County

Santa Rosa

Petaluma

Sebastopol

Cotati

Sonoma

Healdsburg


Source:


$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

'17'15'13'11'09'07'05'03'01'99


Source:


50% 60% 70% 80% 90% 100% 110%

Sonoma

Sebastopol

Windsor

Sonoma County

Petaluma

Healdsburg

Santa Rosa

Cotati/Rohnert Park

Cloverdale


Source:


0 20 40 60 80 100

Healdsburg

Sonoma

Sebastopol

Sonoma County

Petaluma

Cloverdale

Santa Rosa

Windsor

Cotati/Rohnert Park


Source:


Cloverdale

Healdsburg

Sebastopol

Windsor

Sonoma

Cotati/Rohnert Park

Petaluma

Santa Rosa

38%

12%10%

9%

6%

5%4%

3%



0%

2%

4%

6%

8%Rental

Homeowner

UnitedStates


Sonoma



0%

2%

4%

6%

8%

10%Rental

Homeowner

2016201520142013201220112010



0%

20%

40%

60%

80%

100%United States

California

Sonoma County

Sonoma

AdvancedDegree

At LeastBachelor's

At LeastHigh School



Source:


1300 1350 1400 1450 1500 1550 1600

Cloverdale

California

Sonoma

Healdsburg

Windsor

Cotati/Rohnert Park

Sonoma County

Santa Rosa

Sebastopol

Petaluma


Source:


0% 5% 10% 15% 20% 25% 30% 35%

Sebastopol

Petaluma

Cotati/Rohnert Park

Windsor

California

Sonoma County

Santa Rosa

Healdsburg

Cloverdale

Sonoma

PG. 15SONOMAEDB.ORG


CITY DATA SNAPSHOT

TotalPopulation

UnemploymentRate

MedianHousehold

Income

Median HomeSales Price

Total TaxableSales

Three-YearAverage SATComposite

Scores

Cloverdale 9,149 2.9% $56,727 $525,000 $69.9 million 1423

Cotati 7,586 4.6% $62,712

$479,500 $177.7 million 1568

Healdsburg 11,992 3.0% $63,224 $804,000 $389.1 million 1526

Petaluma 60,738 2.7% $79,129 $667,750 $1.14 billion 1588

Rohnert Park 43,435 3.6% $60,135 $479,500 $626.9 million 1568

Santa Rosa 177,684 3.9% $60,972 $529,900 $3.21 billion 1577

Sebastopol 7,709 2.9% $67,925 $800,000 $157.6 million 1582

City of Sonoma 11,405 3.1% $71,323 $670,000 $272.8 million 1483

Windsor 27,934 3.0% $82,763 $579,888 $364.8 million 1530

SonomaCounty 509,142 3.4% $66,783 $576,000 $9.0 billion 1571

PG. 16SONOMAEDB.ORG


SOURCES & ACKNOWLEDGMENTS

NOTE ON DATA SOURCESThe 2018 Sonoma City Profile and Projections Report is a brief summary on variousdemographic, economic, and social aspects of the city. This report is meant to act as a spot-in-time profile to reflect conditions in the city in a given year. The Sonoma County Economic Development Board’s (EDB) research is developed from information available from outside sources and public information as well as previously published material. The 2018 Sonoma City Profile and Projections Report offers partial or composite representations of raw data and cites’ respective source datasets. For more information, please see the listed sources or contact the EDB.

All efforts have been made to ensure the accuracy of all data contained within this report, but does not guarantee its completeness. Use of data from an outside source does not represent an endorsement of any product or service by the EDB, its members, or affiliates.

The 2018 Sonoma City Profile and Projections Report was developed from national and local data sources. Interested readers are encouraged to contact data source agencies or organizations for further research. Readers are also invited to suggest topics for future reports by contacting the EDB.

This report was prepared by Craig Dermody. Please direct any questions, comments, or suggestions to (707) 565-7170 or [email protected].

ACKNOWLEDGMENTSThis report would not be possible without the input and collaboration of the City of Sonoma and the Sonoma Valley Chamber of Commerce.

DATA SOURCESBay Area Real Estate Information Services

California Board of Equalization

California Department of Education

California Employment Development Department

Emsi

Esri

Keegan & Coppin, Inc.

U.S. Census

U.S. Census 2016 American Community Survey

707 - 565 - 7170

SONOMAEDB.ORG

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City Profile and Projections Report for the City of Sonoma 2018 · 2019-01-07 · • Sonoma’s 2017 median home sales price grew to $670,000, the third-highest price among Sonoma

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