NAICS 72

Accommodation and Food Services in Santa Rosa-Petaluma, CA

Metro Market Score 76.1 (Difficult), ranked #281 of 298 metros. 1,283 establishments, 21,171 jobs.

Metro Market Score 76.1

Favorable 0-35

Moderate 35-48

Challenging 48-60

Difficult 60+

Difficult

ⓘ Lower is better. Relative to national accommodation and food services average.

💰High-Cost Market⚡Rising Wages

Wage costs in Santa Rosa-Petaluma's accommodation and food services sector are well above the metro average, with wage competitiveness at 94.6 and rising pressure at 71.7. New entrants should factor higher labor costs into their financial projections for this market.

Industry Concentration

67.5

LQ: 1.13

Rank #201 of 298 metros

Wage Competitiveness

94.6

$36,237 avg wage

Growth Trend

↓ 29.2

Employment growth index

Rank #212 of 298 metros

Wage Pressure

71.7

YoY wage change index

1,283 Accommodation and Food Services Firms in Santa Rosa-Petaluma

1,283

Establishments

+2.3% YoY

21,171

Total Employment

-0.9% YoY

$36,237

Average Annual Wage

+3.6% YoY

1.13

Location Quotient

Above national avg

Within California

#21 of 25

accommodation and food services metros in state

California state rank

#47 of 51

for accommodation and food services entry risk

vs State Median

+7.5

worse than median (68.6)

Santa Rosa-Petaluma vs California Statewide

How this metro's accommodation and food services market compares to California overall. The state ranks #47/51 for entry risk.

Measure	Santa Rosa-Petaluma	CA Statewide
Overall Score	76.1 Difficult	57.2 High
Score Type	Metro Market Score	Entry Risk Score
Rank	#281 of 298 metros	#47 of 51 states

Metro and state scores use different methodologies (metro has 4 QCEW-based metrics; state adds BDS survival and momentum data). Direct score comparisons are approximate.

Other Industries in Santa Rosa-Petaluma

Information 46.7 Administrative and Support Services 54.3 Healthcare and Social Assistance 61.3 Other Services 63.7 Finance and Insurance 67.4 Professional, Scientific, and Technical Services 68.5 Construction 68.6 Retail Trade 68.7 Real Estate and Rental and Leasing 69.5

Accommodation and Food Services in Other California Metros

Fresno 39.2 #46/298 Hanford-Corcoran 50.6 #120/298 San Jose-Sunnyvale-Santa Clara 53.3 #140/298 Chico 53.8 #147/298 El Centro 54.7 #155/298 Visalia 56.9 #163/298 San Luis Obispo-Paso Robles 60.6 #197/298 Redding 62.2 #208/298 Bakersfield-Delano 64.2 #220/298 Stockton-Lodi 64.5 #221/298

+ 14 more metros. View all in California →

Accommodation and Food Services Metros With Similar Conditions

Metros within 5 points of Santa Rosa-Petaluma's 76.1 score. Useful when comparing markets with comparable entry profiles.

Savannah, GA 76.1 #282/298 Salinas, CA 75.7 #280/298 Hilton Head Island-Bluffton-Port Royal, SC 76.8 #283/298 Bozeman, MT 77.8 #284/298 Pensacola-Ferry Pass-Brent, FL 74.4 #279/298 Bellingham, WA 74.1 #278/298 Lake Havasu City-Kingman, AZ 73.9 #277/298 Modesto, CA 78.3 #285/298 Deltona-Daytona Beach-Ormond Beach, FL 73.7 #276/298 Colorado Springs, CO 78.6 #286/298

Accommodation and Food Services in States Bordering California

State-level entry risk for accommodation and food services in adjacent states. Use this to weigh cross-border options.

Oregon 42.8 #32/51 Arizona 46.9 #40/51 Nevada 64.0 #49/51

Browse Accommodation and Food Services in Other States

State-level entry risk reports for accommodation and food services across all 51 markets, sorted by rank.

About Metro Market Score: A weighted composite of industry concentration (25%), wage competitiveness (25%), wage pressure (20%), and employment growth trend (30%). Lower scores indicate more favorable conditions. For Santa Rosa-Petaluma's accommodation and food services sector, the wage competitiveness component (94.6) has the strongest pull on the composite. Metro scores use QCEW data only (no BDS survival data at metro level). Read full methodology →

Data Sources

Quarterly Census of Employment and Wages (QCEW), Bureau of Labor Statistics. MSA-level establishment counts, employment, wages, and location quotients for the Santa Rosa-Petaluma, CA MSA area.

Data period: 2024. Last updated: April 2026.

Metro Market Assessment