Airbnb & VRBO Performance in Santa Rosa California.

RedAwning offers vacation rental property management for busy vacation rental owners and Airbnb hosts. Starts at 10% of revenue.
Schedule a call
Call or text 415-941-5206

Santa Rosa, California: Airbnb & VRBO Vacation Rental Market Overview

The short-term rental market in Santa Rosa, California, is showing promising signs with occupancy rates surpassing pre-pandemic levels and steady demand growth, despite some challenges posed by new regulations and taxes.

Market overview

Thriving Short-Term Rental Market in Santa Rosa, California

The short-term rental market in Santa Rosa, California, is exhibiting robust performance, highlighting a strong recovery and growth. As of June 2024, the market has seen occupancy rates surpass pre-pandemic levels, with an average occupancy of 53% for vacation rentals listed on platforms like Airbnb and Vrbo.

The average daily rate for these rentals stands at $436, contributing to a monthly revenue of $44,236. This upward trend is further reinforced by a 9.8% increase in demand for short-term rentals in the U.S. during June 2024, indicating a bright summer season for the industry.

Despite some challenges, including rising regulatory costs and increased competition, the overall outlook remains positive, with many properties maintaining high occupancy and revenue levels, making Santa Rosa an attractive destination for both renters and investors.

Short Term Regulations

Short-Term Rental Regulations in Santa Rosa, California for 2024

Permitting and Registration

  • All short-term rental operators must obtain a Short-Term Rental Permit for each rental property.
  • Permits are valid for one year and must be renewed annually.
  • New operators must register to pay the City’s Transient Occupancy Tax (TOT) and Santa Rosa Tourism Business Improvement Area (BIA) assessments before submitting a permit application.

Types of Rentals

  • Hosted Rentals: The owner must live on the property, which must be their primary residence. Hosted rentals require a property manager and the collection of TOT from guests.
  • Non-Hosted Rentals: These are restricted to specific zones and require a certified vacation property manager. The City is not accepting new applications for Non-Hosted Short-Term Rental Permits, with a cap of 182 existing permits.

Operational Requirements

  • Occupancy Limits: Maximum occupancy shall not exceed two renters per bedroom and shall not exceed 10 renters in total.
  • Noise Restrictions: Hosts must comply with noise limits and quiet hours.
  • Life Safety Requirements: Compliance with life safety standards, including evacuation notifications and a City of Santa Rosa evacuation checklist.
  • Outdoor Burning and Fire Safety: Compliance with regulations regarding recreational fires, firepits, outdoor fireplaces, and grills.

Tax Compliance

  • Transient Occupancy Tax (TOT): 12% of the rental price, to be remitted monthly.
  • Santa Rosa Tourism BIA: 1% of the rental price, to be remitted monthly. Airbnb and Vrbo do not collect or remit these taxes on behalf of Santa Rosa hosts.

Advertising and Listing

  • Compliance with specific advertising and listing requirements. Violations can result in fines.

Zoning and Property Restrictions

  • Short-Term Rental Permits may only be issued for dwelling units at fixed locations and addresses. Certain types of housing units and spaces are prohibited from being used as short-term rentals.

Enforcement and Penalties

  • Violations of regulations can result in significant fines, ranging from $100 to $5,000 depending on the nature and recurrence of the violation.

Contact Information

  • For inquiries about short-term rental permits and regulations, contact the City of Santa Rosa Planning Department at (707) 543-3200 or [email protected].
Neighborhood Performance

Top Airbnb Revenue-Generating Neighborhoods in Santa Rosa, California

1. Alta Vista

  • Average Revenue: $205.9K per year
  • Average Daily Rate: $1,200 per night
  • Average Occupancy Rate: 47%
  • Average RevPAR: $589.3

Alta Vista is highly appealing due to its convenient location, just minutes from Highway 101, providing easy access to the rest of Santa Rosa and popular destinations like the Charles M. Schulz Museum and the historic Railroad Square. The neighborhood offers a blend of convenience, local attractions, and a unique charm that attracts both residents and visitors.

2. Mark West

  • Average Revenue: $145.9K per year
  • Average Daily Rate: $974.8 per night
  • Average Occupancy Rate: 41%
  • Average RevPAR: $413.6

Mark West is attractive for its picturesque landscapes, proximity to popular attractions, and growing real estate market. It is conveniently located just off Highway 101 and a short drive from downtown Santa Rosa, with easy access to local amenities such as grocery stores, restaurants, and shops.

3. Skyhawk Community

  • Average Revenue: $140.8K per year
  • Average Daily Rate: $701.6 per night
  • Average Occupancy Rate: 55%
  • Average RevPAR: $392.8

The Skyhawk Community is a hidden gem with its tranquil and picturesque location. It offers a unique blend of natural beauty, recreational opportunities, and proximity to city amenities. The neighborhood is a short drive from Highway 12 and Highway 101, making it accessible while maintaining a serene atmosphere.

4. Copperfield

  • Average Revenue: $53.1K per year
  • Average Daily Rate: $290.9 per night
  • Average Occupancy Rate: 50%
  • Average RevPAR: $145.3

Copperfield is appealing due to its convenient location, just a short drive from Highway 101, providing easy access to downtown Santa Rosa and the surrounding Sonoma County. The area is well-served by local amenities, including grocery stores, restaurants, and shops, making it an ideal spot for both residents and visitors.

Why These Neighborhoods Are Appealing

  • Convenience: All of these neighborhoods offer convenient locations with easy access to major highways, downtown Santa Rosa, and local amenities.
  • Local Attractions: They are close to popular attractions such as the Charles M. Schulz Museum, Railroad Square, Russian River Brewery, and various wineries and breweries.
  • Natural Beauty: Neighborhoods like Mark West and Skyhawk Community provide picturesque landscapes and recreational opportunities.
  • Unique Charm: Alta Vista and Copperfield offer a unique blend of residential tranquility and access to urban amenities, making them appealing for a variety of guests.
  • Amenities: These neighborhoods are well-served by local amenities, including grocery stores, restaurants, and shops, enhancing the guest experience.
Meet with a revenue advisor
Design Tips

Crafting an Inviting Airbnb in Santa Rosa: Tips for Furnishing and Design

Embrace the Local Aesthetic

  • Incorporate elements of Santa Rosa's unique blend of historic and modern styles. For example, blend Victorian-era charm with the city's Late Modernist architectural influences.

Use Timeless and Classic Pieces

  • Opt for furniture and decor that are timeless and durable, reflecting the city's appreciation for quality and longevity. Consider pieces inspired by classic workwear and vintage designs.

Celebrate the Natural World

  • Bring the outdoors in by incorporating natural elements such as branches, plants, and earthy tones, reflecting Santa Rosa's peaceful and natural surroundings.

Personalize with Local Touches

  • Add personal touches that reflect the local culture, such as artwork from the city's art district, or items sourced from local markets and artisans.

Balance Function and Form

  • Ensure the space is both beautiful and functional. Prioritize design that enhances the usability of the space while maintaining aesthetic appeal.

Create Cozy and Inviting Ambiances

  • Use lighting, textiles, and color schemes to create cozy and inviting ambiances. Consider the warm and welcoming atmosphere of historic homes like those in the Cherry Street neighborhood.

Highlight Local History

  • Incorporate historical elements or decor that tell the story of Santa Rosa's past, such as vintage items or historical photographs, to add depth and character to the space.

Incorporate Sustainable and Repurposed Items

  • Use repurposed or sustainable materials in your design to align with the city's eco-conscious vibe. This could include furniture from flea markets or locally sourced materials.

Offer Unique Experiences

  • Provide guests with unique experiences, such as access to local wine tastings, art tours, or outdoor activities, to make their stay memorable and reflective of Santa Rosa's vibrant culture.
Insider Tips

Discover Santa Rosa: Local Attractions and Insider Tips for Your Guests

Local Attractions

Historic and Cultural Sites

  • Luther Burbank Home & Gardens: Explore the Greek Revival home, greenhouse, and gardens of the renowned horticulturist Luther Burbank. This National Historic Landmark is located in downtown Santa Rosa.
  • Charles M. Schulz Museum: Dedicated to the life and work of Charles M. Schulz, creator of the Peanuts comic strip. Features original comic art, a re-creation of Schulz’s studio, and beautiful outdoor gardens.
  • Railroad Square Historic District: Step back in time and visit this historic district filled with antiques, unique shops, coffee houses, and restaurants.

Outdoor Adventures

  • Armstrong Redwoods State Reserve: Walk among ancient coast redwoods, some over 1,400 years old. Enjoy picnic areas, hiking trails, and horseback riding.
  • Annadel State Park: Offers trails for hiking, mountain biking, and horseback riding through rolling hills, seasonal streams, and meadows.
  • Spring Lake Regional Park: Engage in boating, fishing, or swimming in this 320-acre park surrounded by hills, featuring a lake, ponds, and various wildlife.

Family-Friendly Activities

  • Safari West: Experience an African-style safari with yurt-style glamping accommodations. Explore the wildlife preserve during the day and enjoy the sounds at night.
  • Snoopy’s Home Ice: Public ice skating, ice hockey, and figure skating facilities. Also features the Warm Puppy Café and Snoopy’s Gallery and Gift Shop.
  • Children’s Museum of Sonoma County: Interactive and educational activities for kids, along with an explorative garden.

Wine and Food

  • Sonoma County Wineries: Visit over 425 wineries in the area, including Kendall-Jackson Wine Estate & Gardens, St. Francis Winery & Vineyards, and Rodney Strong Vineyards.
  • Paradise Ridge Winery: Known for its stunning views of Santa Rosa and voted "Winery of the Year" in 2018 by the California Travel Association.
  • Wednesday Night Market: Enjoy artisans, farmers, chefs, and entertainers in the heart of Downtown Santa Rosa every Wednesday night.

Insider Tips

Getting Around

  • Walkable Downtown: Santa Rosa’s downtown area is easily walkable, but consider driving, taking a taxi, or booking a guided tour for visits to wineries and other outlying attractions.
  • SMART Transit: Use the Sonoma-Marin Area Rail Transit service (SMART) for hopping around Sonoma County.

Seasonal Activities

  • Spring Visit: Plan a visit in the spring to enjoy the Battle of the Brews event and mild weather.
  • Winter Visit: Many wineries are decorated with holiday finery during the Christmas season, making winter a festive time to visit.

Unique Experiences

  • Glamping at Safari West: Spend a night or two in yurt-style accommodations and experience African wildlife sounds at night.
  • Food and Wine Pairings: Take your wine tasting to the next level with food and wine pairings at top Sonoma County wineries.

Local Events

  • California Bluegrass Reunion: Attend this annual event in downtown Santa Rosa, celebrating bluegrass music.
  • Rivertown Revival: Join this summer festival featuring local music, art, food, and over 40 vendors.

By sharing these attractions and insider tips, you can help your guests make the most of their visit to Santa Rosa, California.

Practical Tips

Practical Tips to Run a Successful Short Term Rental Business in Santa Rosa, California

To ensure a smooth and successful short-term rental business in Santa Rosa, California, several practical tips can be implemented:

Noise Regulations and Guest Communication

Inform your guests about the city's noise regulations and quiet hours to avoid any potential issues. Include this information in your digital and physical house manual, emphasizing the importance of respecting the neighborhood's peace.

Comprehensive House Manual

Create a detailed digital and physical house manual that includes essential instructions, such as Wi-Fi passwords, appliance usage, and emergency contact information. This manual should be easily accessible to guests, either through a welcome packet or a digital link provided upon check-in.

Simplified Check-in Process

Utilize smart locks to streamline the check-in process, eliminating the need for physical key exchanges. Provide guests with clear instructions on how to access the property, including photos and step-by-step guides.

Parking Instructions

Ensure that parking instructions are clear and accompanied by photos to avoid confusion. This is particularly important if the property has specific parking rules or limited parking spaces.

By adhering to these tips, you can enhance the guest experience, reduce potential issues, and maintain compliance with Santa Rosa's regulations, such as noise restrictions and permit requirements.

Local Vendors

Here is a brief list of house cleaning providers in Santa Rosa, California:

House Cleaning Providers in Santa Rosa, CA

Sweet Clean

  • Offers residential cleaning, commercial cleaning, housekeeping services, maid services, luxury cleaning, restaurant cleaning, deep cleaning services, Airbnb cleaning, and apartment cleaning. Also provides landscaping services.

Dash of Clean

  • A referral agency matching clients with professional house cleaners. Services include basic house cleaning, move-out cleaning, and move-in cleaning. Cleaners are experienced, background-checked, and interviewed in person.

Merry Maids of Santa Rosa

  • Provides expert cleaning services with 40 years of experience. Services cover housekeeping and various cleaning needs using advanced processes and proven techniques.

A&A Simply Clean

  • Offers house cleaning, maid services, carpet cleaning, commercial cleaning, office cleaning, window washing, and pressure washing. Services extend across Sonoma, Napa, and Marin counties.
Management fees

Short-Term Rental Management Fees in Santa Rosa, California

In Santa Rosa, California, the fees for managing short-term rentals can vary significantly based on the level of service provided. Full-service management, which includes comprehensive tasks such as guest communication, marketing, and maintenance, typically ranges from 20% to 30% of the rental revenue. For example, companies like GoSummer charge starting at 20% of revenue for full-service management, excluding cleaning fees.

On the other hand, basic services or more limited management options can be less expensive, often ranging from 10% to 20% of the rental revenue. Additional fees may apply for services like cleaning, repairs, or design enhancements. For instance, Prestige Real Estate & Property Management offers a full-service management package at 7% of monthly rent, while more limited services like tenant placement only can cost 50% of one month's rent.

Overall, the choice of management service and associated fees depends on the specific needs and preferences of the property owner.

Meet with an advisor

Why choose RedAwning

RedAwning is a tech leader in full-service short-term rental management, powered by our exclusive, unmatched tools.
Other property managers
Cost
Starting at 10%
25-40%
Guest communications
5-15 mins / 24 hours a day
1 hour+
Host communications
Dedicated phone and text line with no time on hold
Chat bots, hold lines and email threads
Insurance
Robust liability and dwelling coverage for every reservation
Spotty coverage with low claim approval rates
Contract
No cancellation fees
No contract lock-in
Just 90 days notice to cancel
Cancellation penalties
Number of Channels Your Listing is On
50+
2-4

Experience in numbers

Rest well knowing your property is managed by an experienced team powered by world-class technology.
+10-30%
in gross revenue
4.8 stars
guest rating
14+ years
managing STRs

Short Term Rental Calculator

Find out how much your property in Santa Rosa should generate as a short term rental and look at the performance of properties around yours.

35,000+ Properties
Hosts stay with RedAwning
1,000,000,00 Nights Booked
RedAwing knows how to get bookings
50+ Top Booking Channels
More than any other platform available

Furnishing checklist

This comprehensive checklist ensures that your rental is guest-ready with all the essentials to create a comfortable and memorable experience in Santa Rosa.

Living Room
Seating: Sofa, armchairs, and ottomans
Coffee Table
Entertainment: Smart TV (with streaming apps) and remote control
Decor: Area rug, wall art, plants, and throw pillows
Lighting: Floor lamp or table lamps
Charging Stations: Power strips or outlets with USB ports
Bedrooms
Beds: High-quality mattress with mattress protector
Linens: At least two sets of sheets per bed
Pillows: Hypoallergenic pillows (2-4 per bed)
Blankets: Extra throw blankets or quilts
Nightstands: With lamps or charging docks
Closet or Storage: Hangers, dresser, or luggage rack
Blackout Curtains or Shades
Bathrooms
Towels: Bath towels, hand towels, washcloths (2 sets per guest)
Shower Curtain & Liner
Toiletries: Shampoo, conditioner, body wash, hand soap
Bathroom Essentials: Toilet paper, tissues, trash bin
Hairdryer
Mirror: Full-length or wall mirror
Dining Area
Dining Table: Seating for the maximum number of guests
Place Settings: Placemats or tablecloths
Centerpiece: Vase with flowers or decorative piece
Kitchen
Appliances: Refrigerator, microwave, toaster, coffee maker, kettle
Cookware: Pots, pans, baking trays
Utensils: Forks, knives, spoons, spatulas, tongs
Dinnerware: Plates, bowls, glasses, mugs (2 sets per guest)
Cutting Board & Knives
Basic Spices & Condiments: Salt, pepper, oil
Cleaning Supplies: Sponge, dish soap, paper towels, trash bags
Outdoor Space (if applicable)
Seating: Outdoor chairs, benches, or lounges
Table: For outdoor dining or drinks
Lighting: String lights or outdoor lanterns
Grill: With necessary utensils and instructions
Outdoor Trash Bin
Extras to Elevate Guest Experience
Welcome Basket: Snacks, water bottles, or wine
Guidebook: Local recommendations and house rules
Board Games or Books: Entertainment for guests
Umbrella & Flashlight
Iron & Ironing Board
Laundry: Washer, dryer, and detergent (if available)
Unlock your home’s potential
Schedule a call to learn more about Awning’s Short Term Rental Property Management Service.
Schedule a call

⇤ Airbnb Statistics for California