'Respect Russian River' Initiative Launches, Merchandise Goes On Sale

SONOMA COUNTY, CA — The County of Sonoma launched a regional initiative Tuesday to unite government agencies, nonprofits, tribal partners and businesses around a set of common goals to protect the health of the Russian River and its surrounding watershed.

The Sonoma County Board of Supervisors on Tuesday approved an agreement formally creating the Russian River Confluence, an umbrella organization to promote collaboration among stakeholders along the 110-mile river that runs through Sonoma and Mendocino counties.

The Confluence on Tuesday also launched “Respect Russian River,” a marketing campaign to create awareness about the health of the river and spark an active community of stewards. Similar to the “Keep Tahoe Blue” initiative that has galvanized efforts to protect and restore the Lake Tahoe Basin, the Respect Russian River campaign calls on visitors, residents and businesses to clean up pollution, remove invasive species, recharge groundwater and learn more about the importance of the watershed.

Fed by 238 streams and creeks, the Russian River watershed is a vital environmental and economic resource. It provides drinking water to more than 600,000 people, draws nearly a million recreational visitors annually, and plays a critical role in supporting the region’s agricultural sector. It also supports a rich habitat for wildlife, including 63 different species of fish.

Efforts to address the health of the river, the supply of water that flows through it, and the impacts of climate change have been fragmented among county, state and federal agencies as well as tribes and nonprofits. The Confluence will serve as a hub where stakeholders can work collaboratively to share information and obtain resources to preserve and restore the Russian River watershed.

“The Russian River watershed is a critical resource for all of us, and it is time for all of us to work together to ensure it remains vibrant, not just for current residents but for future generations,” said District 5 Supervisor Lynda Hopkins, who represents the lower Russian River.

"Respect Russian River" bumper stickers, T-shirts, water bottles, tote bags, pins and other branded merchandise go on sale this week at local stores. A portion of the sales goes to the Confluence and its efforts to revitalize the Russian River.

Here is the current list of Respect Russian River retailers:

• Cloverdale Chamber of Commerce
• Monte Rio Chamber of Commerce
• River Queen /Main Street, Guerneville
• Guerneville Visitor Center ,Guerneville
• The Wine Vault / Main Street, Guerneville
• Boon Hotel/ Armstrong Woods Road, Guerneville
• Books and Letters / Armstrong Woods Road / Guerneville
• 5 & 10 / Main Street / Guerneville
• Sophie’s /Duncan's Mills
• Poets Corner /Duncan’s Mills
• Duncan's Mills Tea Shop
• Duncan's Mills General Store

Efforts to create the Confluence began in 2017 with a series of events and experiences to engage communities in the watershed. Last year, the County of Sonoma revived the concept and began hosting regular meetings with stakeholders in Mendocino and Sonoma counties to develop a shared vision, create a marketing campaign and draft a memorandum of understanding outlining the role of the Confluence.

The Sonoma County Board of Supervisors signed the memorandum of understanding Tuesday and became the first stakeholder to approve the agreement. The Mendocino County Board of Supervisors and other partners will consider adopting the agreement in the coming weeks, including the North Coast Regional Water Quality Control Boards, three conservation districts in Sonoma and Mendocino counties, the Russian River Watershed Association, Russian Riverkeeper, Sonoma Land Trust, LandPaths, Conservation Works and Visit Mendocino County. See the full list of partners at russianriverconfluence.org.

“The Confluence will amplify and empower the voices of all stakeholders who rely on this precious river, increasing our cumulative impact by joining forces on common problems and opportunities rather than working alone,” said District 4 Supervisor James Gore, who represents the upper stretch of the Russian River in Sonoma County.

Confluence partners are developing plans for enhanced mapping of the watershed with GIS functionality for open-source data projects. An annual stakeholders conference is envisioned in the spring or summer of 2024 with workshops on a range of topics including the Russian River Regional Monitoring Program, which was established in 2019 to provide scientific information that will aid decisions to manage the long-term health of the river.

A Windsor nonprofit, Conservation Works, is providing financial management and administrative services as the initial fiscal sponsor for the Confluence.

See the full list of partners at russianriverconfluence.org.