GreenRubino Wins PRSA Summit Award for The SOMM
An award-winning opening for a destination worth raising a glass to
We won! Thank you to the Public Relations Society of America Puget Sound for recognizing our work on behalf of of The SOMM Hotel & Spa, Woodinville Washington’s newest destination.
Long before the first guests checked in, our team was working alongside The SOMM to shape how people would experience the hotel for the first time. This was about more than announcing a new property. It was an opportunity to tell a larger story about Woodinville and introduce a destination where wine, food, wellness and hospitality come together under one roof.
Telling the Story Before the Doors Opened
Our work began months before officially opened in September 2025. The integrated public relations strategy included strategic messaging development, media relations, press materials, broadcast and print media outreach, content creator engagement, and experiential programming designed to give journalists, influencers and editors a firsthand sense of the property.
Rather than simply telling media what made The SOMM different, we wanted them to experience it.
That approach came to life during a pre-opening media preview, where 33 media and content creators joined us for their first look at the property. With 100 percent attendance, the evening gave guests the opportunity to tour the hotel, experience its culinary program and take part in its signature wine blending experience.
Then came opening day. The grand opening welcomed another 24 media attendees, creators and VIP guests to celebrate not only a new hotel, but an exciting moment for the Woodinville community. After months of planning, pitching and preparing, we were finally watching people walk through the doors and experience the story we had been working to tell.
Watching the Story Travel
The momentum quickly traveled beyond Woodinville. The campaign generated more than 38.3 million media impressions during the opening phase and 86.4 million by year’s end, with coverage spanning The Seattle Times, Seattle Met, Eater and Puget Sound Business Journal, broadcast features on KING 5 and FOX 13, and national media visits from Condé Nast Traveler, Wine Enthusiast and Fodor’s.
Most importantly, the momentum continued well beyond opening day. National coverage carried into 2026, including a full property review in Condé Nast Traveler, further establishing The SOMM as a destination in its own right and bringing new attention to Woodinville as a place to sip, stay, dine and unwind.
With evolving culinary and wine experiences, wellness offerings, seasonal programming and the people behind it all, there are always new reasons to tell The SOMM’s story. Media interest and coverage continue to grow, and our team remains hard at work uncovering fresh opportunities to keep The SOMM and Woodinville wine country in the conversation.
This award means so much to a team that has poured countless hours, ideas and care into this launch from day one. Cheers to an incredible team, partnership and plenty more storytelling ahead. 🍷🏆
