Despite economic worries, Russian River Valley reports rise in summer visitors

Summer vacationers seeking affordable getaways continue to flock to the Russian River Valley despite economic uncertainty — including not only repeat “staycationers” from the Bay Area and Sacramento looking to revisit familiar haunts and LGBTQ+-focused events, but first-timers discovering the area on social media.

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Across the valley, many business owners on the river told The Press Democrat that it’s been a great summer, beating early concerns about declining tasting room and tourism-related foot traffic. The river draws thousands every summer seeking fishing, floating and hiking excursions, and despite national economic anxiety, the 2026 season appears to have been even stronger for many businesses than in the previous year.

Generations have been coming to the area for decades to float the Russian River from Forestville’s Steelhead Beach to end at Sunset Beach. Others travel from across the state to spend days at Johnson’s Beach in Guerneville, like many families who visited on a sunny Friday, Aug. 7.

Natasha Oden was spending the day in the shade enjoying snacks and naps with other adults, while children of different ages swam and jumped in the river. She said it was her family’s first time visiting the area, after years of gathering about 13 relatives and friends from Vallejo, Dublin and other East Bay cities for trips across the state.

“It’s beautiful,” Oden said. “Every place is a little different, but this is nice.” They planned to next drive to Bodega Bay, she said.

Julie Nilsen of San Francisco, who was relaxing by the river, also comes to the area with her family of about seven every year. It’s been a tradition for a long time, she said.

“We’re so sad the River Inn Grill closed. That used to be our go-to restaurant,” she said, of the now-shuttered Main Street establishment. The restaurant was run by Rick, Andre, Jorge and Sebastian Vazquez, but several business owners told The Press Democrat that it may have closed in part due to recent traffic impacts amid Caltrans improvements.

These days, the family frequents La Bodeguita, which her niece Nina Nilsen said she enjoyed, and Main Street Bistro.

Visits from newcomers and longtime river vacationers alike have long been the lifeblood for the valley, and their business made it a good year, according to Russian River Tubes & Kayaks co-owner Sasha Tiffer. She said it’s been a busy season, more so than last summer, despite an unusually cool June: “We need more tubes next season. It’s a good problem to have.”

Tiffer said the business saw sales in June and July that were at least 42% higher than the same time last year.

“We have noticed a significant rise in first-time visitors to the area this season, with many guests mentioning that ChatGPT and Reddit led them to us,” she said. “We have also noticed an increase in out-of-state visitors. While we are typically the Bay Area’s playground, over the last couple of weeks we have welcomed people from all over the country who came to see the Russian River.”

Creekside Inn and Resort manager Wendy Stanford said while business had started to slow down as of August, “It’s busier overall this year.” She said many people regularly come from all over the Bay Area, and have been excited about new local businesses.

Scott Heemstra, owner of King’s Sport & Tackle, said there was some increased interest among local fishermen this summer with the opening of the commercial and recreational salmon season off the North Coast after a three-year statewide closure. He’s used to seeing good business during hard times: “We usually do better here when the economy is bad.”

“We did killer business during (the) COVID pandemic. It’s a cheaper staycation.”

Heemstra’s theory was echoed by many longtime business owners, some of whom say they try to keep their rates within reach for families.

Suzy Kuhr, owner of Smart Pizza, said she tries to keep her prices for slices and pies reasonable for working people and families. “I’ve only raised prices three times since I owned this place,” she said.

It’s worked out for her, having owned the business for 11 years after working for the previous owner for 17 years. She said the summer has been good, pointing out several large orders underway as the smell of warm pepperoni grew. “I feel like we’re more attractive to families. They can come in here and feed all five family (members) for $50, $60.”

That strategy has worked well for Rivertime Restaurant & Bar owner Leslie Crane, known to locals as Jo.

As she assembled a towering club sandwich on fries, Crane said she thinks this is her best season yet since opening during the pandemic — largely because people want to vacation “closer to home.” Many customers are from the San Francisco and Sacramento areas, and may choose the Russian River Valley “instead of going on a faraway vacation, so they don’t spend as much.”

Crane said she has to work hard to bring people through the doors as the valley gains new businesses. The restaurant is both a cafe and dive bar, with karaoke and DJ events. It’s also known to industry workers for its prices, as Crane said it’s a priority for her to keep her meal rates “below everyone else.” She cited the current menu — with egg combo plates for breakfast, and a club sandwich deal for lunch, both under $18 — as examples.

“You know, I grew up here,” she said. “I wanted it to be somewhere you could come with your kids and be able to afford it not just once a month, but a couple times a month. Most clientele work in the industry and aren’t making a lot. Young families, that’s what keeps me alive all winter long.”

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Creativity through ups and downs

Crane and other Main Street business owners noted how much the recent improvements by Caltrans on River Road negatively impacted their business, particularly last year as the agency made sidewalk improvements. Businesses during 2025 and early this year saw slower foot traffic as the community’s sidewalks were widened and lowered to bring the area into compliance with the Americans with Disabilities Act.

The impacts affected some differently, such as Main Street Bistro chef Osamu Ishii, who said he thinks business has been “down about 10%” for the last year. Others told The Press Democrat they thought the sidewalk improvements, while good for improving foot traffic access, stretched on so long that it was hard for businesses to cope with, citing rumors the roadwork drove River Inn Grill to close.

Business has also been hard for anyone in the wine business due to other factors, as in other parts of Sonoma County. Sue Bass, manager at the organic Porter-Bass Winery on Mays Canyon Road, said the winery suffered slower business compared to last year, likely due to lower spending on wine and leisure and lower alcohol consumption.

However, she said she isn’t worried after 25 years of managing tastings, as many people become regulars at the winery known for its selection and for being friendly to children and dogs.

“It’s very dependent on who’s coming to Guerneville,” she said. “But it picks up in September. I’m always trying to figure out what’s going on since I do the tastings. I think it’s fair to say people haven’t been spending money the way they used to.”

Nick Schwanz, president of the Russian River Chamber of Commerce and of Solar Punk Farms, said businesses have spent the last year getting more creative with promoting their services and local programming to try to attract customers despite the traffic delays and economic uncertainty.

“Businesses were really on their toes figuring out, how I do increase my marketing? How do I draw people in here?” Schwanz said. “We want to keep Guerneville funky and with all the small-town charm it’s had, while acknowledging the area’s had a rough economic go the last few years — particularly because winters are so tough.”

The outcomes have been strong, he said, with early data showing occupancy rates for June compared to last year are up about 8%.

But the momentum from summer needs to be kept up all year to keep businesses afloat. Mags van der Veen, former Chamber president and owner of Piknik Town Market, said the community looks to events like the Russian River Pride festival in September and an upcoming book festival in January to draw in more people in the winter.

“We’re bumping out here,” van der Veen said. “Visitors and locals are looking for more involvement and learning when they’re traveling. They’re not just hopping from winery to winery. They’re interested in the people, the community.”

She said success from the summer helps stakeholders make decisions to plan for the next year.

“We pull together as a community, and we make it happen,” van der Veen said. “It’s everything goes in Guerneville, and we try to please everyone.”

Schwanz and other business owners noted how the area’s popularity with the LGBTQ+ community has made it a destination, for customers as well as for new residents and business owners.

The 5 & 10’s newest owner David Scott, formerly of Berkeley, said he’s been amazed to see the people who remember the area and those discovering it for the first time, whether they come for Lazy Bear Week —an annual gathering primarily frequented by gay men which raises funds for LGBTQ+ causes and local charities — or other popular events.

Already, according to an employee of 27 years, he said, “This has been the busiest summer on record,” for the shop, which opened in 1949. Customers range from loyal regulars arriving throughout the year, to tourists enjoying the valley, who come looking for everything from vintage toys and puzzle boxes to arts and crafts supplies and swimming floaties “from a bygone era.”

Another new business owner, Douglas Calhoun of Pattern Parties, said he’s felt welcomed to the community after nearly a year in business, having recently moved to the area with his partner from Berkeley. He said he’s enjoyed “excellent” margins since opening last fall, thanks to collaborating with the Chamber and other businesses on programming throughout the year.

“As much as the summer money is the whole point, it’s also meditating on the lessons (learned), and it prepares you for the whole year,” Calhoun said.

“A big part of that is talking to each other about what’s working and not working. That inclusivity and transparency, with plenty to go around, that’s how I felt in my first year. Everyone wants to see each other succeed.”

Staff Writer Natalie Hanson reports on business and agriculture for The Press Democrat. She can be reached at [email protected] or at 619-665-5887.

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