The Sonoma Valley Visitors Bureau has officially moved into its new home on the ground floor of the historic Toscano Hotel, marking the culmination of a decades-long effort to revitalize one of Sonoma Plaza's most storied buildings.

The move follows an adaptive reuse partnership between the city of Sonoma and California State Parks. The agencies collaborated to retrofit the 19th-century structure into an accessible hub for visitors seeking information on local attractions, wineries, restaurants and historic sites.

The Sonoma Valley Visitors Bureau now operates the center under a sublease from the city for $1 a month.

Timothy Zahner, executive director of the Sonoma Valley Visitors Bureau, said the new space has already been a "huge, positive change."

"In the two and a half weeks since opening here, we've seen about a 30% to 40% increase in visitors," Zahner said. "Before, people had to come looking for us inside the park. Now, we're right on the Plaza and we can greet people as they walk by."

The visitors center officially opened its doors on Sept. 19 at its new location, 24 East Spain St., just steps from Sonoma State Historic Park.

A formal ribbon-cutting will likely be held later this fall as employees from the bureau continue to move over documents and resources from their former offices at Sonoma's Carnegie Library Building.

Inside the new center, volunteers and staff members greet guests daily from 10 a.m. to 4 p.m., answering questions about where to eat, hike, and drink wine. They also hand out maps and brochures.

Staff member Jan Shuck, who has worked with the Visitors Bureau for 11 years, said she always has recommendations for newcomers exploring the Sonoma area.

"I ask them what they came here to see, and a lot of folks say they came for the redwoods," said Shuck. "Then lots of folks want something to eat. I always recommend the Girl & the Fig and the Swiss Hotel."

The ground-floor space of the Toscano Hotel, one of Sonoma's oldest wooden buildings, had been largely unused for years.

Built in the 1850s and owned by California State Parks, the structure sits between the Sonoma Barracks and Mission San Francisco Solano -- making it one of the most visible spots in the city's historic plaza.

Zahner said the new location not only improves visibility but also helps "activate" the building and the sidewalk, drawing more people along the plaza and toward other nearby businesses.

"I'm very happy," said Zahner. "This has been something we've all been trying to do literally for decades. It's been less than a month and visitations have been up because we are just right here (on the plaza), which was the whole point."

The concept of using the Toscano Hotel as a visitors center has circulated since the 1990s, but it wasn't until this April that the city and state finalized a joint powers agreement to make it possible.

The city oversaw minor renovations totaling about $4,500, including accessibility and threshold improvements funded through its public works budget.

Sonoma City Manager David Guhin said that with the center finally operating in the Toscano Hotel, the project marks a "great example of what can happen when local and state partners come together with a shared vision."

"The Toscano Hotel is one of the most historic buildings on the plaza, and transforming it into a visitor center is a creative way to bring new life to the site while preserving its history," he said. "Working closely with California State Parks and the Sonoma Valley Visitors Bureau, we're activating a space that will remain open, cared for, and accessible to the public for years to come."

California State Parks staff specialist Peter Ostroskie said the move is revitalizing the landmark, and that volunteers have reported exponentially more visitors at the historic site.

"This location has been a hub of activity since the 1850's when Italian Immigrants Settimo Ciuccio and his business partner Leonido Quartaroli opened the location as a workingman's hotel and bar," said Ostroskie in a statement on Monday. "Welcoming people from all over the world and we are glad to see it once again being used for the same purpose to the visitors of Sonoma."

Upstairs areas of the Toscano Hotel remain closed to the public due to the building's narrow and steep stairs, but Zahner said docent-led tours may eventually be offered on weekends in partnership with the nonprofit Sonoma Petaluma Parks Association.

For now, staff and volunteers are simply happy to see the space buzzing again.

"It's been incredibly popular," Shuck said, watching as visitors flowed in and out on Friday morning. "We're talking to so many more people than we ever could before."

Longtime Sonoma resident Dennis Mitchell volunteers on Fridays at the center with his wife Diane, and said the new location on the plaza allowed for more opportunities to get to know people.

"It's nice to be social and meet new people," Dennis said. "This couple came in from New York City. How often do you get to talk to someone from New York?"

After decades of deliberation, planning and waiting, employees at the Visitors Bureau are finally beginning to settle in to the Toscano

"It's wonderful," Shuck said. "It feels like home -- where we belong."

The Visitors Bureau also continues to operate its second center at Jacuzzi Family Vineyards, 24724 Arnold Drive, serving visitors at the southern gateway to the valley.

To learn more about the Sonoma Valley Visitors Bureau, visit their website at https://www.sonomavalley.com/

Sonoma Valley Visitors Bureau settles into historic Toscano Hotel