Home prices have skyrocketed over 8% in Sonoma County this past year but still, the area is receiving many new residents. So why is that? Why are people still moving to Sonoma County in 2024? Well, as someone who used to live in the Bay Area and bought a home up here nearly 10 years ago, I’ll tell you exactly why.
Let’s start by talking about California. For the first time since 2020, more people are moving to California than moving away from it with a net migration of 67,000 people over the past year reversing the huge net loss of 355,000 people in 2021 in the midst of Coronavirus. A lot of people predicted the boomerang effect with people moving away during Covid to places like Idaho or Bend and then realizing, a couple of cold wet winters later, it wasn’t all it was cracked up to be. Sonoma County is definitely one of the beneficiaries of this net migration.
So, why are people still moving to Sonoma County in 2024?
There are so many reasons but I’ll touch on what I think were the most important things to me.
The Natural Beauty
Sonoma County has so many great recreational opportunities, making it a prime destination for people who love the outdoors. The region's geography is so varied with over 50 miles of stunning Pacific coastline, undulating hills, and stunning vineyards that stretch across the landscape. It really is hard not to find scenery that will appeal to most people’s individual preferences.
The Climate.
The climate of Sonoma County is predominantly Mediterranean, characterized by warm, dry summers and cool, wet winters. The winters are definitely colder than the Bay Area, but I actually really like that. It gives a much better feel of the seasons, especially the fall and the winter. This climate is ideal for outdoor activities nearly year-round, enhancing the appeal for those looking to immerse themselves in the outdoor world. The mild temperatures and lots of sunshine make it perfect for grape growing and let’s face it, simply enjoying the outdoors.
As someone who is keen on photography, the rolling hills offer panoramic views and are frequently shrouded in the soft light of the golden hour making it a very special place to be in the closing hours of daylight.
In fact, I was talking to someone last week who lives in Boulder Colorado who clearly loves the outdoors and nature but is over the snow so is looking to move to Sonoma County. That’s definitely a common theme among many of my clients.
Even if you live in San Francisco, less than an hour away, there is a big difference in climate. Sonoma County experiences about 256 sunny days per year. In contrast, San Francisco, known for its microclimates and frequent fog, especially during the summer, sees a lot fewer sunny days, averaging around 160 sunny days annually. There is no question this is a big driver for many people moving from San Francisco.
Outdoor Activities
Sonoma County's natural setting is not just for viewing; it's a playground for a wide array of outdoor activities. Hiking enthusiasts can explore miles of trails in places like Trione-Annadel State Park, which is known for its wildflowers in the spring and its rugged, hilly terrain that challenges even seasoned hikers. The park also offers excellent opportunities for mountain biking and horseback riding, with trails that offer varying levels of difficulty and scenic vistas at every turn. There are so many parks that offer a similar diversity of activities so if that is important to you, it should be possible to find a place to live that is super accessible to one of these parks
For water sports enthusiasts, the Russian River is a central feature of Sonoma’s outdoor lifestyle. It winds through quaint towns and redwood forests, providing ample opportunities for kayaking, canoeing, and stand-up paddleboarding. The river is a favorite summer spot, ideal for leisurely floats that offer a cool respite from the summer heat. Additionally, the coastline offers more rigorous activities like surfing and windsurfing for those who think the river is a bit tame.
Proximity to San Francisco
Living in Sonoma County, you really do get the best of both worlds. It’s like having your own slice of paradise with room to breathe yet San Francisco’s buzz is just an hour's drive away or now an electric train ride away. Thanks to the new Smart Train, zipping into the city for a work meeting, a Giants game or a night out is a breeze.
Sonoma even has its own airport that has an ever-increasing number of flights to destinations up and down the West Coast so the only time you really need to go to SFO is if you are flying across the country or want a direct international flight. For example, I flew to Iceland recently and it was a short flight to Seattle and then a direct flight to Rekyavik. It was such a better flying experience by avoiding the trip to SFO.
If you live here, you really don’t even need to go to San Francisco, there's plenty to keep you entertained right here in Sonoma County. We’ve got a lively arts scene that punches well above its weight. For example, the Luther Burbank Center for the Arts offers a fantastic lineup of performances, from big-name concerts to engaging lectures and family shows. It’s a cultural hub where the arts come alive, providing year-round entertainment... Catch a play at the 6th Street Playhouse in Santa Rosa or enjoy some local jazz or classical performances at the Green Music Center in Rohnert Park. If you’re into festivals, don’t miss the annual Sonoma County Harvest Fair, where wine, food, and art steal the show. It’s clear that around here, you don’t have to go far to find both peace and a good time.
The Food Scene
Wherever you choose to live in Sonoma County you will have access to great food and wine. The choices when it comes to food are only getting better and better as more and more chefs come to the county to practice their craft.
Whether you are looking for baked goods in the morning or gourmet dining in the evening you will be spoilt for choice. One of my favorite bakeries is Marla SR Bakery and Cafe run by Amy and Jo Wolf who actually moved from San Francisco where they ran the very successful Marla SF bakery. (I actually helped them find their house). They offer more than baked goods though so do check out their brunch and lunch at their bakery in Santa Rosa just in Railroad Square.
The Stark group has numerous restaurants around the county including a couple of which are in Healdsburg, Willis, and Bravas. Both these restaurants serve small plates, the former being seafood and Bravas being classic Spanish tapas. They have just opened a new French place in Santa Rosa called Augie’s French which is definitely worth trying.
Good Sushi is often associated with big cities so it is exciting that Sushi by Scratch has come to Sonoma County and Healdsburg in particular. With other locations in Beverly Hills, Miami, and Chicago, it is even a favorite of Prince Harry and Meghan Markle (I’m not a fan of theirs by the way but that's a whole video in its own right!). The menu is all nigiri sushi and the feast is limited to 12 diners at a time. I haven’t been yet but have some good friends who have and they recommended that if you do go, it is probably best to go with friends so you can take over the entire sushi bar.
Another new restaurant opening is being opened by The team behind Glen Ellen Star restaurant, which I love. Slated for a summer 2024 opening in Kenwood, this Italian-inspired restaurant will feature a dedicated pasta program, as well as a wood-fired grill and a wine bar.
I could go on for hours about all the great options. As you can see there are new exciting restaurants opening all the time, many of them who have made their name at restaurants in San Francisco and elsewhere in the Bay Area or beyond. If you are concerned about moving to a food desert, you really do not need to worry!
The Wine
I recently went to Texas to view the solar eclipse at a vineyard in Fredricksburg Texas, which I had been led to believe is the Sonoma County of Texas. Maybe it was overhyped but really, if that is Texas wine country, I can live without it! It’s only when you leave Sonoma County you realize how lucky we are to drink local wines that are just so good.
The irony of our trip to the winery in Texas is that we did a tasting and 50 percent of the wines they poured were from Sonoma County. It was pretty funny they called it a winery but the reality is they grew no grapes and served wine from elsewhere, except that is for the sweet peach, apple, and orange wines they seem to specialize in. It took me back to the 80s in the UK with lots of sweet white wines!
But back to Sonoma County. Where you choose to live in Sonoma County will definitely influence the wines you tend to drink given a lot of people will tend to drink hyper-local wines. So if you love the big zinfandels, then Dry Creek Valley is a good place to be, if you fancy something a little lighter in your reds then you have the Russian River with its pinots and then the coast for some of the more delicate whites.
Sonoma County is a haven not just for wine lovers but also for aficionados of craft beers and artisan spirits. The area boasts several noteworthy breweries and distilleries, including the world-famous Russian River Brewing Company, known for its iconic Pliny brews.
I personally love Crooked Goat Brewing in the Barlow, Sebastopol which has now opened a second location in Petaluma. Not forgetting my local craft brewery is Fog Belt Brewing which is located right next to the location of the new Smart Train station in Healdsburg.
Throughout the county, there are also numerous craft distilleries. In Healdsburg for example, you’ll find an exciting craft distillery scene with places like Young & Yonder Spirits, which offers innovative spirits including vodka, gin, and an award-winning bourbon. Also in Healdsburg, is Alley 6 Craft Distillery known for its small-batch spirits, such as rye whiskey and uniquely flavored bitters.
So whatever your tipple, you will find something made in small batches and locally in Sonoma County.
The Real estate?
There is no question that if you are looking to move from a city such as LA or San Francisco, there is a huge diversity of price points and types of homes ranging from historic homes in the iconic cities of Petaluma, Sonoma, and Healdsburg to more rural properties outside of the city limits to grand vineyard estates. If you enjoy the redwoods and the feeling of a cabin in the woods, there are lots of places in the $600-800k range in the Russian River area which is popular with both vacation homes as well as local residents.
Compared to places like San Francisco and the Bay Area in general, Sonoma County house prices have continued to increase whereas some of these other markets have fallen over the past few years. One of the reasons for this is that in relative terms homes are still relatively affordable because many of the buyers are from the Bay Area so get paid Bay Area salaries that are considerably higher than Sonoma County salaries. The other factor to take into consideration when it comes to the upward rise in home prices is its attraction as a destination among people who are either work-optional or retired, further driving a housing market, right now, where cash is king.
It has been well documented, that we are in the middle of one of the biggest ever transfers of wealth from baby boomers, aged 60 to 80 years old, who hold $70 trillion in assets, half of the nation’s wealth. There is no question that some of this wealth is being used to purchase homes in Sonoma County.
Is Sonoma Right For You?
There are a lot of people who bought places in Sonoma County during the pandemic because they no longer had to go into the office. However, companies have slowly been putting pressure on employees to spend more time in the office. If you have to spend more than a couple of days in the office each week then you could maybe get away with living in Petaluma and still have a manageable commute but it’s probably unrealistic to live in Sonoma County full time if that is your situation.
If you are one of those people that is a city person then whatever city you choose to live in, in Sonoma County, it is likely to be too small. There is no question that wherever you choose to live in Sonoma County, it is a much slower pace of life than living in San Francisco or even somewhere like Mill Valley. I am not sure what it is, but everyone is just that bit more relaxed and doesn’t feel the need to be charging around at 100 mph
I moved from Mill Valley and I love living here I think it would be perfect if you could either work at home or transfer your job to a Sonoma County-based company. I was lucky in that I used to run a marketing agency so I transferred my sales and marketing skills to real estate so that I could move here permanently. Similarly, if you are thinking of retiring or you are what I would call work optional, it is such a great place to move to as you look forward to your third act!