fy 2019 visit napa valley annual plan · visit napa valley 3 from the ceo it’s been an...

Visit Napa ValleyANNUAL PLAN

FY 2019

F Y 1 9 A N N U A L P L A N2

3 FROM THE CEO

4 VISIT NAPA VALLEY

6 TOURISM OVERVIEW

7 MARKET OVERVIEW8 Target Audiences

9 BRAND PLATFORM10 Fiscal Year 2018 Summary

11 STRATEGIC PRIORITIES

12 DRIVING BRAND PREFERENCE13 Market Summary14 Integrated FY19 Plan Overview15 Paid — Media Plan16 Owned17 Earned18 Group Sales19 Travel Trade

20 POSITIONING NAPA VALLEY21 Industry, Government & Community Relations23 Partner Engagement

24 THANK YOU

25 BOARDS OF DIRECTORS

26 APPENDIX26 Creative Samples28 Sales Activity Schedule30 FY19 Expenses by Department31 FY19 Media Charts33 Frequently Asked Questions

36 CONTACT

TABLE CONTENTSofTABLE CONTENTSofTABLE CONTENTS

3V I S I T N A PA VA L L E Y

FROM THE CEOIt’s been an unforgettable year for us, and we look forward to discovering more legendary moments. Tourism plays a signifi cant role in the Napa Valley’s economy and is a valuable benefi t for the entire community. Visitors to the Napa Valley spent a record $1.9 billion in the county in 2016, with $80.3 million in tax revenues going to government entities — the latter representing a 25.2 percent increase fr om 2014.

At the end of 2018, we will complete our fourth Visitor Profi le and Economic Impact Study. This invaluable data informs our strategic planning and resource deployment. We look forward to sharing it this spring with our partners, civic leaders and community as a profi le of the tourism industry and its importance as an economic contributor.

Visit Napa Valley’s Annual Plan showcases new and evolving sales, marketing and partner initiatives designed to inspire visitors to fully experience what makes the Napa Valley legendary. It also continues to showcase our new community and government outreach program highlighting the value of the hospitality industry to the local community.

This past fi scal year, Visit Napa Valley’s overall plan delivered tremendous results. Our team worked hard to achieve our goals. Beyond our region, the state in general saw an increase in visitation, which directly impacted travel spending, resulting in more jobs and more tax revenue, despite a turbulent year of natural disasters.

When a crisis hits our community, as it did in October 2017, it’s important to remember we are all stewards of our region, which thrives signifi cantly on tourism. Many of our neighbors are directly aff ected when our industry is impacted, which is why Visit Napa Valley takes a strategic approach to visitation management.

During November’s election, a 1 percent increase on Transient Occupancy Tax is on the ballot to fund workforce housing programs. We are extremely proud of the lodging industry leadership and collaboration with our municipal and community partners in supporting this special tax that could raise $5M annually. Greater access to local housing not only ensures our industry workforce, it also reduces traffi c and builds a greater sense of community.

We greatly appreciate your interest and support in promoting one of the premier destinations in the world. We look forward to working with each of you to welcome visitors to the legendary Napa Valley.

Clay GregoryCEO, Visit Napa Valley


VISIT NAPA VALLEYVisit Napa Valley is the offi cial tourism marketing organization for the Napa Valley. Primary funding for activities and programs comes fr om a Tourism Improvement District (TID) special assessment on lodging. Additional funding is provided through partnerships with visitor-serving businesses throughout Napa County and retail operations at the Napa Valley Welcome Center.

ORGANIZATIONAL CHART

Teresa Savage VP, SALES

Lisa Poppen VP, MARKETING &

COMMUNICATIONS

Jennifer La Liberte GOVERNMENT RELATIONS

CONTRACT SERVICES

Catherine Heywood VP, COMMUNITY &

INDUSTRY RELATIONS

Cindy Romanello SR. MANAGER, GROUP SALES

Issell Hernandez ASSOCIATE, TRAVEL TRADE

Lynn Jakubowski MANAGER, TRAVEL TRADE

Lynn CroninSR. MANAGER, PARTNER RELATIONS

Michelle Sevilla MANAGER, GROUP SALES

Emily WoodASSOCIATE, GROUP SALES

Adriana Vargas MANAGER, RETAIL OPERATIONS

Linda Motty MANAGER, CONCIERGE SERVICES

Suzi Hubbard MANAGER, GUEST SERVICES

Kelly Barba ASSOCIATE, CONCIERGE SERVICES

Karla Scroggins ASSOCIATE, GUEST SERVICES

Angela Jackson DIRECTOR, MEDIA RELATIONS

Emily Hegarty DIRECTOR, MARKETING

Janette Maack MANAGER, SOCIAL MEDIA

& CONTENT

Anja Riedel ASSOCIATE, MARKETING

Karen Wibbenmeyer MANAGER, DIGITAL MARKETING

Becky BarrangoSR. MANAGER, TRAVEL TRADE

Kayce Boettcher SR. MANAGER, GROUP SALES

Isabel Klint HUMAN RESOURCES

Laureen Betts MANAGER, OFFICE ADMINISTRATION

Sarah Wallin DIRECTOR, GUEST SERVICES

Teresa Coleman CONTROLLER

Clay GregoryCEO


KEY OBJECTIVES & STRATEGIESVisit Napa Valley’s goal is to strategically manage the

growth of leisure and group travel as well as spending in the Napa Valley. We develop marketing programs aimed

at specifi c consumers and participate in events and trade shows targeting meeting planners, agents and tour operators to build overnight stays during non-peak time

periods, including November to April (Cabernet Season) and mid-week, Sunday through Thursday nights.

ROLE OF DESTINATION MARKETING ORGANIZATIONS (DMO)Visit Napa Valley is embracing the shift taking place in the destination marketing

industry. With the sharing economy, social media and OTAs playing a larger role, it is becoming more and more vital for DMOs to act on behalf of their destination and partners. DMOs are evolving from booking engines or agents to engaging in

awareness-focused efforts promoting the overall destination, more deeply engaging existing visitors and reaching potential guests. Serving as the organization that

defi nes the brand, they become the source of travel inspiration at an early point in the consumer decision-making process.

MISSIONVisit Napa Valley’s mission is to

promote, protect and enhance the Napa Valley’s position as North

America’s premier wine, food, arts and wellness destination.

VISIONVisit Napa Valley’s vision is to

establish the Napa Valley as the world’s premier year-round wine, food, arts and wellness destination, producing positive economic impact and guest

satisfaction through tourism.

VALUES1. Accountability

2. Authenticity

3. Collaboration

4. Communication

5. Respect


Sources: 2016 Visitor Profile & Economic Impact Studies, Destination Analysts; Tourism Economics

TRAVEL EXPENDITURES

TOURISM OVERVIEW

For the latest in California tourism research, go online to industry.VisitCalifornia.com/research.

$151.5B$138.4B

20202017 201820162015

$132.1B$126.3B$122.5B

LEISURE TRAVEL TRIPS TO CALIFORNIA IN 2017

NAPA VALLEY TOURISM OVERVIEW

CALIFORNIA TOURISM OVERVIEW

225.4MVISITORS

3.5MVISITORS

SPENDING A TOTAL OF

$1.9B

94%DOMESTIC

79.5%DOMESTIC

6%INTERNATIONAL

20.5%INTERNATIONAL

Projected


Chicago

Dallas/Fort Worth

Miami

New York City

Phoenix

Other U.S.

International

Other California

Vallejo/Fair�eld

Los Angeles/Long Beach

Sacramento

San Jose

San Francisco/Oakland

Top 5 Markets for Length of Stay (in days)

1 Chicago 3.84

2 Dallas-Fort Worth 3.54

3 New York 2.69

4 Miami 2.58

5 Los Angeles- Long Beach

2.49

Top 5 Markets for No. of Leisure Trips to Napa Valley


5.04

2 San Jose 4.19

3 Vallejo-Fairfield 3.55

4 Sacramento 3.22

5 San Francisco-Oakland 2.39

Top 5 Markets for Seasonality (Cabernet Season)

1 Phoenix 52.6%


49.7%

3 Chicago 43.0%

4 San Francisco-Oakland 41.5%

5 Other California 41.5%

Top 5 Markets for Expenses (total daily expenses in USD)

1 Miami $910.96

2 Phoenix $698.41

3 Chicago $695.42

4 Dallas-Fort Worth $622.60


$498.40

MARKET OVERVIEWVISITORS BY MARKET

COUNTRYALL

VISITORSLODGING GUESTS

HOME SHARE RENTAL

VISITING FRIENDS & RELATIVES DAY-TRIP

U.S. 79.2% 81.7% 85.7% 77.1% 78.3%

China 5.3% 3.0% 7.1% 4.3% 6.0%

Canada 3.7% 3.0% 7.1% 8.6% 3.3%

Australia/New Zealand 1.6% 1.3% 0% 1.4% 1.8%

Germany 1.3% 0.7% 0% 1.4% 1.5%

South Korea 1.2% 0.3% 0% 0% 1.6%

United Kingdom 1.2% 2.3% 0% 2.9% 0.9%

Japan 1.1% 2.0% 0% 1.4% 0.9%

Base 1,154 218 23 60 846

GLOBAL MARKETS — VISITOR TYPES

DOMESTIC MARKET PRIORITIESIn addition to the state of California, five domestic markets — Los Angeles, Chicago, Dallas-Fort Worth, Miami and Phoenix — have been selected based on length and value of each stay cross-referenced with volume. Communications efforts include domestic and international strategies to ensure appropriate reach of message.

Other U.S. Markets

Chicago 1.3%

Dallas-Fort Worth 1.2%

Miami 1%

New York City 1%

Phoenix 1%

Other U.S. 27.3%

International 20.5%

California Markets

San Francisco/ Oakland 24.9%

San Jose 4.1%

Sacramento 3.4%

Los Angeles/ Long Beach 3.1%

Vallejo/Fairfield 1.9%

Other California 9.0%

Source: 2016 Visitor Profile, Destination Analysts


MEETING PLANNERSMeeting planners are in tune with visitors’ desire for “the good life” experience — especially when it comes to luxury destinations such as the Napa Valley:

• Seeking opportunities to provide personal enrichment and transformation as well as professional development and team-building

• Looking to plan “Experiences” as part of meetings — pulling together inspiring minds, in colorful and unique venues and collaborative spaces

• Integration of the local environment and culture is essential to providing a truly immersive experience for attendees

• Unique and nontraditional team-building and attendee engagement options continue to be important

• The ability to customize and tailor experiences is permeating into the meeting planning arena — flexibility and creativity are valued

TARGET AUDIENCESLUXURY LEISURE VISITORSVisit Napa Valley’s Luxury Leisure target audience is a combination of Luxury and Aspirational lodging guests and Day-Trip visitors, each with distinct demographics.

MALE/FEMALE AVERAGE AGE AVERAGE INCOME TRAVEL

55.3%FEMALE

42.9%MALE

48.1%FEMALE

52.8%MALE

49 $192K

70% FROM

OUTSIDE REGIONAL MARKETS

55%FROM

IMMEDIATE REGIONAL MARKETS$144K40

2016 data

LUXURY LODGING ASPIRATIONAL DAY TRIP

Source: 2016 Visitor Profile, Destination Analysts

TOP-OF-MIND ASSOCIATIONSThe Napa Valley is unmatched in terms of experiences, locale and offerings. The 2016 Visitor Profile Study revealed positive perceptions and brand attributes. Top-of-mind associations included a combination of core offerings and emotional associations that accompany the Napa Valley experience.

WineHotelAtmosphere

Tastings Spa CountrysideScenery

FoodCulinary SunTrain Everything

FriendlyWeather


BRAND PLATFORM

Is a Land of Untold BountyThe Napa Valley

A Fabled Legacy...LEISURE GROUP

Benefi t . . . grown from a humble valley that continues to produce an

abundance of the best of the best

. . . that inspires and fosters excellence

Key benefi t A full sensory experience that, once relaxation takes over, leaves one feeling light and inspired; awe can be discovered on your palate, baked into

a sunset or hung from the walls

A full sensory experience that leaves one inspired, provides personal enrichment and a platform for innovation and transformation (of person and business). A place where

unique experiences and environment, and a heightened spirit of collaboration enhance the meeting experience and outcome

Brand essence Pinnacle of laid-back luxury Pinnacle of laid-back luxury, the signature blend

Brand character Best-in-Class, Relaxed, Respected, Magical, Warm, Beautiful, Welcoming, Alive

All the good things in life in one place; the epicenter of laid-back luxury

Defi nition A wealth or variety of good things; overfl owing, fertile, a gift from the gods


FISCAL YEAR 2018 SUMMARY

OCCUPANCY ADR REVPAR REVENUE

FY 2018 71.4% $310.83 $221.90 $402.8 mil

FY 2017 73.2% $316.02 $231.25 $407.5 mil

% Change -2.4% -1.6% -4.0% -1.2%

STR SUMMARY

PAID OWNED EARNED GROUP TRAVEL TRADE COMMUNITY

90.7 million impressions

$2.25 CPS

441,000 clicks to the website (17 percent

increase in pages per session over FY17)

41.9 million impressions on social media

775,000 global e-newsletter sends

1.56 billion media impressions

37 press releases

6 sales missions with 28 partners

4 trade shows with 27 partners

26 meeting planner FAMs/site inspections

10 international sales missions

16 FAMs with representatives

from 11 countries

32 total events

179 meetings and presentations to local

government and community leaders

118,000 guests served annually through the Napa

Valley Welcome Center

600,000 Tourism Matters impressions

241 Tourism Matters video views

387,562 sessions(40 percent increase

in session duration over FY17)

1.94 million total annual visits to the website

(16 percent increase in organic traffi c over FY17)

106 hosted journalists

(25 percent increase over FY17)

22,839 total room nights booked

(58 percent increase in leads booked over FY17)

788 travel trade partner referrals(116 percent

increase over FY17)

FY18 GLOBAL CAMPAIGN METRICS

11.4MPAID IMPRESSIONS

3 PHASES 4 WEEKS

+$126K INVESTED

FIRE RECOVERY PROGRAM OVERVIEW

This past fi scal year, Visit Napa Valley’s overall paid media plan delivered 90.7 million impressions to potential visitors. More than 1.9 million organic visitors continue to use our website to fi nd inspiration and planning tips, and earned media broke records, with 1.56 billion impressions.

Increased interest from leisure travelers has allowed for further targeting through domestic and international travel trade channels to strengthen the Napa Valley’s relationship with luxury travel agents and tour operators. Similarly, due to the abundance of varying activities and venues, the meetings industry has looked to the Napa Valley to provide unique high-level experiences.

On a local level, new Tourism Matters content drove awareness of the economic impact and benefi ts tourism brings to the Napa Valley. Overall, strong campaign performance drove qualifi ed site traffi c, engaging audiences, educating the community and ultimately inspiring people to visit the Napa Valley.

Napa Valley faced unprecedented challenges with the wildfi res in October 2017. Visit Napa Valley and its partners worked quickly to develop the “Napa Valley Spirit” campaign. With additional funds and resources and holistic planning across paid, owned and earned channels, Visit Napa Valley channels set out to protect the valley’s tourism industry.

Visitor cancellations, air quality issues and global media coverage impacted everyone, but our community joined together, showing the true strength of Napa Valley spirit and collaboration.

Tourism rebounded relatively quickly, but the timing of the fi res during peak months caused the region to be down overall for the year.


STRATEGIC PRIORITIESVisit Napa Valley and its Board of Directors developed a long-range plan mapping the strategies and tactics to accomplish the organization’s defi ned goals by FY19.

These strategies will help Visit Napa Valley to best deliver on partner value by raising the destination’s profi le — providing inspiration for prospective visitors. These tools will promote local knowledge to the leisure and group customer to help diff erentiate the destination and provide a strong value proposition to the local community.

21 DRIVE BRAND PREFERENCE

POSITION VISIT NAPA VALLEY

Visit Napa Valley’s fi rst strategic priority is to drive brand preference for the Napa Valley.

Visit Napa Valley must strategically maximize the reach of our message and leverage an integrated, multichannel eff ort through consumer, trade and media to optimize room nights, increasing mid-week and need period RevPAR 5 percent, and overall RevPAR 1.5 percent.

• Create brand distinction• Grow consumer engagement and loyalty• Increase meeting and travel industry

consideration

Visit Napa Valley’s second strategic priority is to position the organization as an enduring Tourism Authority.

Visit Napa Valley shall have a voice in select county initiatives that benefi t visitors and the community, as well as focus on strengthening the long-term health of the organization and driving positive economic impact for our partners and region.

• Advocate for issues central to mission success• Advance a culture of excellence• Engage and grow partner base


INCREASE MEETING & TRAVEL INDUSTRY CONSIDERATION

Continue to efficiently reach Small Group Meeting Planners

• Leverage the positioning more, i.e., further refine group creative and collateral

• Utilize storytelling to better showcase meeting spaces, opportunities, etc.

• Integrate weddings into the meetings effort

Engage in Travel Trade efforts across domestic and international

markets to best elevate the Napa Valley profile

CREATE BRAND DISTINCTION

Expand on brand positioning:

• Focus on the untold

• Facilitate deeper engagement

Continue to extend the “Legend Has It” campaign to

speak holistically across targets

GROW CONSUMER ENGAGEMENT & LOYALTY

Maintain broader market and target strategy

Implement integrating a focused approach to international markets

Drive low season and mid-week stays — inclusive

of leisure and groups

DRIVING BRAND PREFERENCE1


MARKET SUMMARYSales and Marketing activations are by tiers. Varying efforts are deployed based on market priority.

TIER 1 TIER 2 TIER 3

MARKETS

National California Emphasis

Australia/New ZealandCanadaChinaU.K.

GermanyJapan

South Korea

CHANNELS

PAID Consumer Advertising Partner Co-op Advertising

OWNE

D

Social/Email Social

Website Website

Group Sales

EARN

ED Public Relations Public Relations Travel Trade

Travel Trade Travel Trade/Agency Contracts

STRATEGIES

• Maintain top-of-mind presence to drive additional and longer stays

• Promote key benefits of Cabernet Season, mid-week and other need periods

• Activate Consumer, Group and Travel Trade channels

• Educate markets utilizing Group, Travel Trade, Public Relations and Co-op channels

• Partner with San Francisco Travel and Visit California

• Partner with San Francisco Travel and Visit California to educate markets utilizing Travel Trade

Visit Napa Valley’s success is also built upon our strong relationships with national and regional travel organizations, including Brand USA, U.S. Travel Association, Visit California, San Francisco Travel and Great Wine Capitals. By serving on boards and committees, speaking at conferences as well as partnering in sales, media and co-op advertising opportunities, we extend our reach and reinforce Napa Valley’s position as a world-class destination.


PAIDAgency: MeringCarson

LEGEND HAS IT

AFAR EXPERIENCES

#CABCAB

MEETINGS/GROUP

TOURISM MATTERS

OWNEDGROUP SALES

TRAVEL TRADE

WEBSITE

EMAIL

SOCIAL

WELCOME CENTER

VISITOR MAGAZINE

TOURISM MATTERS

EARNEDAgencies: AMPR, Fuller & Sander

MEDIA

INFLUENCERS

INTEGRATED FY19 PLAN OVERVIEWVisit Napa Valley engages in the development, deployment and stewardship of a fully integrated plan. Layering Paid, Earned and Owned media channels tells the complete Napa Valley story.


OVERARCHING GOALGenerate interest in and affinity for

the Visit Napa Valley brand among core and opportunity audiences

STRATEGYDevelop layered media campaign designed

to connect with core and opportunity segments at various stages of the consumer journey

LAYER GEOGRAPHY AUDIENCE BUDGET + TIMING COMPONENTS

Impact National “Ultra-Luxury Traveler”• $250K+ HHI• Skews Female

$568,000*July 2018 − March 2019

Multimedia Partnerships:• Video• Print• Digital• Social

Engage National• Spot market

emphasis where available

“Aspirational Traveler”• $150K + HHI• Interests• Travel• Food & Wine• Wellness• Art

$305,000October 2018 − April 2019

100% Digital:• Social• Display• Native• Video

Foundational California Interests + Actions:• Food• Wine• Wellness• Travel• Art

$305,000July 2018 − June 2019

Interest Targets:• Search • Social• Display

Group National Meeting Planners $85,000July 2018 − June 2019

• Search• Social• Display

International China International Travelers $40,000August 2018 − June 2019

• C Trip• Social• Landing Page

PAID — MEDIA PLANTo help grow consumer engagement and loyalty, the following media approach and plan has been developed.

PLAN PARAMETERS

*Partnership with Unincorporated County TID


OWNEDVisit Napa Valley’s owned efforts continue to drive brand preference and year-round inspiration to the region.

In FY19, all owned channels will align more cohesively and follow the model of C.O.D.E. — create once, distribute everywhere. Tactics are deployed to speak to specific audiences, promote specific stay periods (e.g., Cabernet Season and mid-week), increase website traffic and partner referrals, and highlight Napa Valley events and activities.

WEBSITE EMAIL SOCIAL PRINT

• Continue implementation of a website content strategy and integration plan

• Build a more robust meetings and travel trade section; consider ideas for planners to help their attendees engage with the destination

• Enhance each individual town page to better represent its jurisdiction, offerings and personality

• Adhere to all privacy policy regulations, including GDPR

• Launch an updated subscriber preference center with segmentation capabilities and automatic campaigns for onboarding and offboarding of subscribers

• Develop strategies for email collection/lead generation

• Continue curating organic social content to inspire and engage social channel followings

• Host key influencers

• Develop engaging real-time content with more videos, stories and live posts

• Onboard a new custom content and publishing company

• Work together to develop short- and long-form stories and imagery that show the valley’s unique tourism assets

• Debut a new print and digital lifestyle magazine in 2019


Through partnerships with AMPR and Fuller & Sander, Visit Napa Valley will extend brand message reach by amplifying the consumer campaign focus with targeted public relations efforts.

EARNED

PRIORITY DOMESTIC MARKETS STORYTELLING

• California — Bay Area, Sacramento, Los Angeles, Orange County, San Diego

• Texas — Dallas/Houston

• Chicago

• Miami

• NYC

• Phoenix

• National

− TV (Morning Shows)

− Endemic Travel (Print & Digital)

• Tailor brand messaging to speak to more niche groups, e.g., millennials, LGBTQ and affluent audiences

• Highlight unique stories that explain why Cabernet Season is the best time to visit, e.g., the beauty of mustard season, chef pairings with Cabernet and how fireplaces replace the pool during winter months

• Focus on the unexpected Napa Valley, including personalities, health & wellness, art & culture, craft breweries & distilleries

• Cover a range of celebrations and reasons to visit, e.g., What’s New, proposals, honeymoons and milestone birthdays

• Share the innovative and collaborative spirit found in Napa Valley to promote meetings and group experiences


GEOGRAPHY AUDIENCE TIMING COMPONENTS

Domestic & International

Third-Party, Corporate and Incentive Planners July 2018 – June 2019 Paid Media, Trade Shows, Sales Activities, FAMs and Site Tours

GROUP SALES

The Napa Valley provides meeting planners and executives a full sensory experience that provides personal enrichment and inspiration. With meeting spaces and activities designed to invigorate and spur creativity and collaboration, the Napa Valley is a unique destination that stimulates and cultivates excellence.

Visit Napa Valley engages in a variety of direct sales efforts designed to reach the meeting planner audience. These pursuits are designed to educate planners on the benefits of hosting their events in the Napa Valley. Domestic trade shows, sales missions, targeted sales activities and familiarization (FAM) tours, are the driving forces for all group sales engagements.

VNV sales deployment includes one in-market rep in Dallas, Texas and a lead generation company based in Chicago. This representation extends our reach and increases exposure to meeting planners in these top feeder cities. Our strategy for FY19 is to engage in more direct sales efforts and regional sales activities and scale back on trade show attendance. 28 FAM & SITE

TOURS

8 SALES ACTIVITIES

5 SALES MISSIONS

9 TRADE SHOWS


TRAVEL TRADEAs part of its sales outreach, Visit Napa Valley engages in travel trade/leisure sales efforts to promote the Napa Valley and, specifically, the luxury component in both domestic and international markets.

In addition to FAM tours, trainings, interfacing with tour operators and wholesale buyers, the travel trade team collaborates with a variety of key partners: Visit California, San Francisco Travel, Brand USA and Virtuoso. We contract with two international representatives: Gate 7 in Australia/New Zealand and Black Diamond in the U.K./Ireland.


Domestic and International

Tour Operators and Luxury Hotel Agents July 2018 – June 2019 Sales Missions, Sales Activities, FAMs

TRAVEL TRADE

22 FAM TOURS

11 SALES ACTIVITIES

4 SALES MISSIONS

7 TRADE SHOWS

KEY INTERNATIONAL MARKETS

• Australia/New Zealand

• Canada

• China

• Germany

• Japan

• South Korea

• U.K.


ADVOCATE FOR ISSUES CENTRAL TO MISSION SUCCESS

Maintain an active government relations program that informs, advocates and educates

on behalf of the tourism industry

Implement the “Tourism Matters” campaign to educate and communicate the economic

and social benefits of the industry

ADVANCE A CULTURE OF EXCELLENCE

ENGAGE & GROW PARTNER BASE

Enhance the partner communication plan to provide more value

Research and activate a new partner recruitment program

POSITION VISIT NAPA VALLEY AS AN ENDURING TOURISM AUTHORITY2


INDUSTRY, GOVERNMENT & COMMUNITY RELATIONS

GENERATING LOCAL DISCRETIONARY

TAX REVENUES OF

$80.3M


Napa County Elected Officials, Business Leaders, Local Media, Civic Groups and Residents

July 2018 – June 2019 Relationship Building, Initiative Participation, Industry Collaboration, Tourism Matters, National Travel & Tourism Week, Digital Hospitality Training Toolkit

Napa Valley is one of the smallest — yet most renowned — wine regions in the world, with tourism serving as a primary contributor to the region’s economy.

GOALPosition the lodging and tourism industries as strong community partners as well as important

economic partners

STRATEGYTo communicate this to key stakeholders, Visit Napa Valley deploys a Tourism Matters effort that is designed to generate increased

awareness of, and appreciation for, the tourism industry’s significant economic and other positive impacts

$387M IN PAYROLL

13,437 JOBS SUPPORTED

Lays a foundation of messaging on the value of travel and tourism

Prepares the industry with messaging and materials to serve as informed spokespeople

for Visit Napa Valley

Strengthens relationships with influencers outside the tourism industry

Positions Visit Napa Valley as the chief architect and marketer of the

Napa Valley Brand

TOURISM MATTERS

Efforts Stakeholder Outreach Issue Advocacy Community

EngagementResearch & Data

Collection


GOVERNMENTVisit Napa Valley monitors municipal agendas as well as civic issues and engages in active dialogue on the following:

• Housing & Land Use

• Industry Workforce

• Lodging Project Development

• Traffic & Transportation

COMMUNITYBeing an active member in our community is vital to the Tourism Matters mission. Visit Napa Valley is engaged in the

following community organizations:

• Adopt a School Steering Committee

• Chambers of Commerce

• COAD – Community Organizations Active in Disaster

• HIP – Hospitality Industry Partnership

• Leadership Napa Valley Board of Directors

• Napa Valley Clean Air Coalition

• NVTA Citizens Advisory Committee

• Vine Trail Board of Directors

INDUSTRYIn order to best demonstrate the true benefit of tourism to the local economy, Visit Napa Valley has pursued a wide variety of research and data collection activities:

• Lodging industry workforce surveys

• Third-party research representing tourism, e.g., Visitor Profiles Study and Economic Impact Report

• Tracking of lodging project development

Additionally, Visit Napa Valley is an active member in industry advocacy organizations such as US Travel and Cal Travel.

National Travel & Tourism Week in May integrates our audiences, providing an opportunity to connect and celebrate TOURISM MATTERS with our INDUSTRY, our GOVERNMENT and our COMMUNITY.


PARTNER ENGAGEMENTVisit Napa Valley provides a unique set of channels partners can utilize to amplify their business goals and efforts through content, leads and referrals. We are committed to enhancing awareness with potential guests, developing relationships with media, establishing visibility with meeting planners and travel agents, as well as building online traffic.

GEOGRAPHY AUDIENCE TIMING COMMITMENTS

Napa Valley Lodging Properties, Wineries, Restaurants, and other visitor-serving businesses

July 2018 – June 2019 • Grow partner base

• Educational training for partners

• Activate new partner recruitment program

• Increase partner satisfaction

• Portal training for new and renewing partners

WELCOME CENTER

The Napa Valley Welcome Center plays an integral role in demonstrating the hospitality of the valley. Serving more than 118,000 guests annually, it continues to provide immense value to partners and their brands, including concierge services resulting in more than $255,000 in revenue to partners.

The Welcome Center also leads the Guest Information Network, sharing best practices and resources for consistent visitor information experiences throughout the valley.


THANK YOUOur partners’ participation is vital to our ability to tell the Napa Valley story, and Visit Napa Valley appreciates the commitment and support from all our partner organizations.

FOUNDERS’ CIRCLEAuberge du Soleil

Beau Wine Tours & Limousine Services

Cakebread Cellars

Calistoga Ranch

Chimney Rock Winery

Meadowood Napa Valley

Mount View Hotel & Spa

Napa River Inn

Napa Valley Marriott Hotel & Spa

Napa Valley Wine Train

Pure Luxury Transportation

Raymond Vineyard

Robert Mondavi Winery

Rutherford Hill Winery

Silverado Resort & Spa

Solage Calistoga

Southbridge Napa Valley

The Culinary Institute of America

The Meritage Resort & Spa

The Westin Verasa Napa

Treasury Wine Estates

Trinchero Family Estate

Vintage Wine Estates

Vista Collina Resort

Wine Country Inn

VNV COMMITTEESFinance

Lodging

Marketing

Public Relations

Sales

TID JURISDICTIONSAmerican Canyon

Calistoga

Napa

St. Helena

Yountville


BOARDS OF DIRECTORS

NVTC BOARD OF DIRECTORS, FY 2019

Marcelle AdderleySOUTHBRIDGE NAPA VALLEY

Felipe BarraganCHATEAU DE VIE

Bob BeckCOTTAGE GROVE INN

Amy Carabba-SalzarST. HELENA CHAMBER

Diane DillonCOUNTY OF NAPA

Dylan FeikCITY OF CALISTOGA

Clay GregoryVISIT NAPA VALLEY

George GoeggelAUBERGE DU SOLEIL

Mark JosephCITY OF AMERICAN CANYON

Kenta KamoharaHOLIDAY INN EXPRESS

Sileshi MengisteBARDESSONO

Steve RogersTOWN OF YOUNTVILLE

Don ShindleTHE WESTIN VERASA

Jill TechelCITY OF NAPA

TBDCITY OF NAPA LODGING

VNV BOARD OF DIRECTORS, FY 2019

Thomas BenselCULINARY INSTITUTE OF AMERICA

Stan BoydBOYD FAMILY WINES

Sara BrooksNAPA RIVER INN

Greg BrunNAPA VALLEY WINE TRAIN

Gary BuffoPURE LUXURY TRANSPORTATION

Erik BurrowDOUBLETREE BY HILTON

Chris CanningCALISTOGA CHAMBER OF COMMERCE

Tom DaviesV. SATTUI WINERY

Steve DavinoVINTAGE ESTATES

George GoeggelAUBERGE DU SOLEIL

Clay GregoryVISIT NAPA VALLEY

Michael GyetvanAZZURRO PIZZERIA & NORMAN ROSE

Philip HansellTHE HESS COLLECTION

Michael LennonCALISTOGA SPA & HOT SPRINGS

Alain NeguelouaLAS ALCOBAS

Shashi PoudyalTHE MERITAGE RESORT & SPA

Don Shindle — ChairTHE WESTIN VERASA

Reynaldo ZertucheEMBASSY SUITES NAPA


Legend has it, other-worldly and down to earth can live in stunning harmonyTake a journey to a valley veiled in grape vines—where hidden gems are meant to be stumbled upon, and starry skies put on breathtaking shows. Here, beautiful places meld with beautiful meals and sparkling wine pairs exquisitely with bubbling springs. Just beyond the sunrise, adventure is waiting.

Legend has it, the weekend can start at the start of the weekIn Napa Valley, there’s no such thing as a Monday—there’s only today. And today, you can do anything. Wander through beautiful vineyards or a Main Street gallery, enjoy a full body massage or a full-bodied red. Whatever you choose, the day is yours for the making.

LEGEND has it,the weekend

can start at the start of the week

In Napa Valley, there’s no such thing as a Monday—there’s only today. And today, you can do anything. Wander through beautiful vineyards or a Main Street gallery, enjoy a full body massage or a full-bodied red. Whatever you choose, the day is yours for the making.

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Take a journey to a valley veiled in grape vines—where hidden gems are meant to be stumbled upon, and starry skies put on breathtaking shows. Here, beautiful places meld with beautiful meals, and sparkling wine pairs exquisitely with bubbling springs. Just beyond the sunrise, adventure is waiting. ©

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LEGEND has it,other-worldly

and down to earth can l ive in stunning harmony

Legend has it, business attire looks suspiciously casualIn Napa Valley, work pairs well with play. Here, team-building meets tranquility while presentations can be spent analyzing the most delicious of data. In fact, it will seem like the work week won’t go by slow enough.

Legend has it, the work week won’t linger long enoughMake your next company retreat one to remember. Over their trip, your team will be inspired by the culture-rich atmosphere, picturesque views and who could forget the wine? In this unique oasis where world class and laid-back luxury come together, you’ll want the work week to never end.

APPENDIX

“LEGEND HAS IT” FULL-PAGE PRINT ADS

LEGEND has it,business attire

looks suspiciously casual

In Napa Valley, work pairs well with play. Here, team-building meets tranquility while presentations can be spent analyzing the most delicious of data. In fact, it will seem like the work week won’t go by slow enough.

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Make your next company retreat one to remember. Over their trip, your team will be inspired by the culture-rich atmosphere, picturesque views and who could forget the wine? In this unique oasis where world class and laid-back luxury come together, you’ll want the work week to never end.

V I S I T N A P AVA L L E Y . C O M / M E E T I N G S 7 0 7 . 2 6 0 . 0 1 0 5

“LEGEND HAS IT” BRAND CAMPAIGNThe Legend Has It brand campaign extends into its third year, presenting the extraordinary experiences one can only have in the Napa Valley, with a whimsical and clever twist. More than a myriad of activities, a Napa Valley trip becomes a captivating tale. Classic yet modern, epic but not unreachable, both aspiring and inspiring, it is saga written for everyone.


#CABCAB#CabCab, launched in FY18, is designed to grow interest and affi nity for the brand and increase visitation among Millennials. In FY19, #CabCab will continue with a new video being added and distributed by select partners targeting the demographic of Millennials.

experienceNAPA VALLEY

as never before

p r o m o t i o n

register today

JANUARY 23 - 25, 2019 Napa Valley is one of the world’s most famous destinations—home to Michelin-starred

restaurants, luxurious hot springs and spas, and wineries set amid hills dotted with oaks. If you’ve been meaning to visit—or revisit—the Napa Valley, join AFAR Experiences for an insider’s look. On this intimate trip, you’ll receive a warm welcome as you spend time with the winemakers, chefs, and artisans who have made the area synonymous with the good life and a certain laid-back luxury. With rare access to some of its most exclusive places, you’ll experience the many facets of

the world’s favorite wine region.

To learn more about this Experience and how to register, visit:www.afarexperiences.com/napavalley

Official Hotel Partner

AFAREntering our third year of partnership, AFAR and Visit Napa Valley continue to build on the success of the past programs. New in year three is AFAR Experiences, an exclusive curated event hosted in January in the Napa Valley during which attendees will have access to unique venues not typically open to the public, attend sessions with local experts and makers, and enjoy the Napa Valley’s full sensory pleasures.


TRADE SHOWS, SALES MISSIONS & SALES ACTIVITIESParticipation in Visit Napa Valley’s trade shows and sales missions are for Executive, Leadership and Founders’ Circle partnership levels. For more information, contact [email protected].

Northern California Sales MissionSEPTEMBER 2018Market: Corporate, Corporate Incentive, Third Party6 Max Partners | Partner Price: $500 per event (2 events)

IMEX Las VegasOCTOBER 16-18, 2018Market: Corporate, Corporate Incentive7 Max Partners | Partner Price: $2,500

Southern California Sales MissionNOVEMBER 2018Market: Corporate, Corporate Incentive, Third Party 6 Max Partners | Partner Price: $500 per event (2 events)

CalSAE Seasonal – Sacramento, CADECEMBER 12-13, 2018Market: Association7 Max Partners | Partner Price: $450

MPINCC’s Annual Conference & Expo – San Francisco FEBRUARY 1, 2019Market: Corporate, Third Party10 Max Partners | Partner Price: $350

Texas Sales MissionMARCH 2019Market: Corporate, Corporate Incentive, Third Party 6 Max Partners | Partner Price: $500 per event (2 events)

Chicago Sales MissionJUNE 2019Market: Corporate, Corporate Incentive, Third Party 6 Max Partners | Partner Price: $500 per event (2 events)

VNV SALES ACTIVITIES WITH PARTNER PARTICIPATION


VNV IN-MARKET ACTIVITIES

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

2018

Cvent CONNECT Virtuoso Travel Week

SITE Texas Road Show

Safeway.com PGS

VNV Southern California Sales

Mission

ILTM Cannes

Visit CA U.K. Luxury Retreat

VC Australia Sales Mission

Delta Vacation University

Minneapolis

IMEX US Travel Capitol Hill

Chicago Association Forum/

Client Event

Connect Expo VNV Northern CA Sales Mission

Visit CA Canada Media Mission

Great Wine Capitals AGM

CalSAE

Virtuoso Media Reception

VNV Annual Conference

SF Travel NY Media Reception

Napa Valley Rocks

Orientation & Portal Lab

JANUARY FEBRUARY MARCH APRIL MAY JUNE

2019

SF Travel LA China Luncheon

MPINCC Annual Conference & Expo

VC Japan/Korea CalCup GTM West Las Vegas

HelmsBriscoe Conference

Leadership NV Tourism Day

Smart Meetings Day — SoCal

SF Travel Chicago Sales Mission

SF Travel NYC Sales Mission

Destination California —

Northern California

IPW

Partner Network Exchange

VC Mexico Sales Mission

VNV Texas Sales Mission

CalSAE Elevate

Connect Incentive

VNV Chicago Sales Mission

Napa Valley Rocks

Visit CA New York Media Mission

Visit CA Media Bootcamp

National Travel & Tourism Week

Cal Travel Summit


Visitor Profile & Economic Impact

Report



Napa Valley Rocks

Travel Trade Group Sales Public Relations Community & Industry Relations VNV Partnership


VISIT NAPA VALLEY FY 2019 EXPENSES BY DEPARTMENT

$7,815,853Brand Marketing

44%

Research

1%

Guest Information Network

1%

Sales

25%

General & Administrative

12%Community & Government Relations

10%Welcome Center

7%


VISIT NAPA VALLEY FY 2019 MEDIA CHARTS

Impact | IMPRESSIONS: 18,871,725 COST: $568,000

JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN

AFAR

• Experience

• Digital Promotion

− Registration page June 1, 2018 – January 23, 2018

− Co-branded units June 1, 2018 – January 23, 2018

− Travel agent e-blast

− Dedicated e-blast W Tu W

− Audience-targeted emails M W Th

− Editorial newsletter F M M W

− Editorial social posts (FB/IG/TW) 6x Facebook, 5x Instagram, 10x Twitter (scheduled throughout promotional window & event)

− Dream Deals M

− Amplified Facebook posts

− Real-time Facebook, Instagram & Twitter posts

• Print Promo page Promo spread Compass listing

• Brand Digital

− Custom article Article 1: Live 9/12

Article 2: Live 10/17

Article 3: Live 2/26

− Editorial newsletters (article promotion) W W W

− Twitter posts W W Tu

− Napa Valley Travel Guide sponsorship 300x250, 300x600, 320x50, 728x90, 970x250

− Inspiration topic sponsorships Food & Drink (Oct – Nov)

Wine (Dec – Jan)

Weekend Getaways (Feb – Mar)

− Run-of-site banners 300x250, 300x600, 320x50, 728x90

− Homepage takeover & content promotion M M

• Brand Print Single page Spread Single page

Architectural Digest

• Custom native article 1x Influencer social post promoting content via Influencer’s brand platform, native distribution & social amplification via Architectural Digest’s FB & IG

• High-impact video crown unit :15 or :30 video targeted to Super Affluent individuals interested in online travel, wine, food, arts, spas & life experiences

• Video pre-roll :15 or :30 video targeted to Super Affluent individuals interested in online travel, wine, food, arts, spas & life experiences

• Added Value banners Running across the Condé Nast collection of sites

Ad Serve


Group | IMPRESSIONS: 4,765,000 COST: $85,000


Successful Meetings (Print & Event) Dest, CA

LinkedIn (Digital Display) Text ads, sponsored content, lead generation

SEM (Search Ads) Search ads

Engage | IMPRESSIONS: 18,100,000 COST: $305,000 LHI = Legend Has It campaign 2d = 2 days


Sojern

• Digital (LHI) Banners, native, video

Refinery 29

• Influencer social bomb package (4x) 4x Influencers with 100K+ social following, 4x Social Amplification posts per Influencer

• Dedicated email 1x

• Homepage takeover 2d

• Video package Video flex unit & video interstitial

• Display package Lifestyle, Food & Travel-targeted display banners with newsletter sponsorship

• Added Value display ADDED VALUE: RON with Audience Extension banners & newsletter sponsorship

YouTube/TrueView (#CabCab) Video

Facebook/Instagram (#CabCab) Video, Canvas

AdServe

Foundational | IMPRESSIONS: 25,305,967 COST: $305,000


Search Sponsored text ads

GDN Display banners

Facebook/Instagram Carousel, Canvas, Stories

Pinterest Sponsored pins

Ad Serve

International | COST: $40,000


SF Travel Dedicated Napa Valley landing page on SFTA site; inclusion of Napa Valley and Napa Valley content, custom content, Chinese social media integration

• Ctrip Fall Campaign Ctrip, WeChat, Weibo, Baidu

• Fliggy Chinese New Year Campaign Mobile + desktop, social

Local | IMPRESSIONS: 4,562,452 COST: $37,741


Napa Valley Register

• Print (half-page, color) Su

Bay Area News Group (Mercury News, East Bay Times)

• Print & digital display Su Su

San Francisco Chronicle

• Print (full-page, color) Su Su

Contingency — $12K


FREQUENTLY ASKED QUESTIONS

What is Visit Napa Valley (VNV)? What is its mission?VNV is Napa County’s official tourism marketing organization, the mission of which is to promote, protect and enhance the region’s position as one of the world’s premier wine, food, arts and wellness destinations.

VNV’s marketing programs target consumers to build overnight stays during non-peak time periods including November-April (Cabernet Season) and mid-week, Sunday-Thursday nights.

Our region encompasses the entire Napa County, and we work closely with each local jurisdiction.

Does Visit Napa Valley receive funding from the government?Visit Napa Valley is a private nonprofit 501c6 and receives no government funding in FY19.

How is Visit Napa Valley funded?VNV is funded through the Napa Valley Tourism Improvement District (NVTID), which is a two percent self-assessment by lodging properties, and paid on lodging room nights by overnight visitors.

• Each jurisdiction collects a two percent room rate assessment on visitor stays at lodging properties within their jurisdiction, with 75 percent funding sales and marketing programs managed by VNV and 25 percent remaining with each jurisdiction (American Canyon, Napa, Yountville, St. Helena, Calistoga, Unincorporated Napa County) to fund local tourism efforts.

• Unlike a tax, which is voted on by city and/or county residents, a TID is formed through a petition process whereby members of the lodging industry choose to assess themselves.

• The NVTID was approved by lodging properties in 2010 for a five-year term, and renewed by the industry in 2015 for an additional 10 years, securing funding through 2025.

• The NVTID was approximately the 50th TID created, out of the more than 100 that have existed in California since 1989.

• The NVTID assessment is managed by a private nonprofit corporation Owners’ Association, the Napa Valley Tourism Corporation (NVTC). Visit Napa Valley, also a private nonprofit corporation, is a contractor of the NVTC.

• In FY17, a total of $8.1 million was collected through the NVTID assessment.

• In FY17, VNV had a total revenue budget of $7.6M; $6M from NVTID and $1.6M from other funds, including partner memberships paid by visitor-serving organizations and a retail program.

How does Visit Napa Valley use the funds? VNV funds are used to maintain Napa Valley’s globally competitive position, which in turn generates significant economic benefits for each jurisdiction (transient occupancy tax or TOT, sales tax, property tax and transfer tax.) VNV creates strategic sales and marketing programs targeted to increase overnight stays during non-peak time periods, or “need-times” including November through April (Cabernet Season) and mid-week (Sunday-Thursday).

This includes direct sales outreach to meeting planners, travel agents and tour operators. Marketing programs include paid advertising, public relations, and management of owned channels such as the website, email and social media.

Additionally, VNV supports partner membership and advocacy programs, operates the Napa Valley Welcome Center in downtown Napa, and gives funding support to four Welcome Centers throughout the valley to provide visitor information.

How are staff compensated? Visit Napa Valley has a full-time staff of 25 team members who are compensated in line with destination marketing industry standards, discipline expertise, individual level of experience and cost of living.


What oversight is provided on spending?Strategic planning to maximize use of the funds and return on investment is at the discretion of VNV professional staff with oversight by the VNV Board of Directors and designated committees.

Financials are audited annually by Frank Rimerman & Co., LLP. The past five years have shown the Financial Statements present fairly, in all material respects, the financial position of Visit Napa Valley, Inc. The change in net assets and cash flows have ended in accordance with accounting principles generally accepted in the United States of America (GAAP).

The jurisdictions retain 25 percent of the TID assessment for local marketing efforts with oversight by local TID advisory committees.

Wouldn’t the money from the NVTID be better used to fund other local government priorities?The NVTID funds are self-assessed private funds, restricted to be used specifically for tourism marketing and enhancement. The NVTID funds cannot be targeted by local government for initiatives or projects.

What is VNV’s budget?In 2017, VNV’s total budget was approximately $8 million, including partnership and other revenue sources. This is lower than many other world-class destinations.

Napa Valley is known around the world – why do we need to invest more money into marketing our region?Ongoing investment in VNV’s marketing efforts is critical to ensure Napa Valley continues to reap the benefits of a strong, vibrant and strategically managed tourism economy.

What is the difference between the Transient Occupancy Tax (TOT) and the Napa Valley Tourism Improvement District (TID)?Each jurisdiction in Napa County levies a 12 percent TOT on visitor stays at lodging properties, which goes into the jurisdiction’s respective General Fund budget. Spending of these funds is at the discretion of local elected officials.

Each jurisdiction collects an additional 2 percent assessment on visitor stays at lodging properties within its jurisdiction, with 75 percent funding VNV marketing programs and local jurisdiction tourism enhancements. Spending these funds is at the discretion of VNV Board of Directors. The jurisdictions retain 25 percent for local marketing efforts with oversight by local TID advisory committees.

Isn’t the tourism industry responsible for all of the traffic and crowding in the area?VNV’s marketing efforts aim to attract visitors during the off-peak season to reduce trips during peaks.

VNV works closely with agencies to support “car-free tourism” with shuttle buses, public transit solutions for employees, and alternative transportation modes to reduce traffic impacts.

Visitors to Napa Valley generate revenues that allow local governments to invest in infrastructure improvements and public safety.

Over 70 percent of tourism industry employees live in Napa County.


You say tourism creates and supports a lot of jobs, but aren’t all tourism industry jobs low-paying, entry-level positions?Napa Valley’s tourism industry is a leading employer and offers rewarding job opportunities for all skill levels and backgrounds.

• Tourism in the region supported 13,347 jobs with an estimated payroll of $387 million in 2016.

• The majority of lodging jobs in Napa Valley offer benefits packages and retirement plans.

• The tourism industry offers career ladders for entry-level employees just like other industries.

• The local tourism industry partners with the community college to provide hospitality training for employment advancement in the industry.

Why should I support tourism – how does tourism directly benefit me?Tourism provides economic, cultural and civic benefits that improve the quality of life for all residents in Napa Valley.

Tourism revenues allow local government to invest in services and programs that benefit all residents, like infrastructure improvements, civic amenities and public safety.

Napa Valley’s reputation as a premier tourist destination creates demand for a diverse range of goods, services and cultural programs that are available for residents and visitors to enjoy.

Lodging property owners make significant investments in their properties to ensure they are in line with Napa Valley’s world-class reputation. These investments result in increased property tax and TOT revenues for local projects that directly benefit residents.

Napa Valley’s strong brand identity makes it an attractive place for an array of companies, including technology and manufacturing firms to locate, resulting in quality employment opportunities for residents.

Why isn’t the tourism industry contributing to solving the affordable housing crisis in Napa Valley?The tourism industry generated over $80.3 million in revenue to fund essential services and programs throughout Napa County. Local elected leaders decide how much of those funds are used for affordable housing and other critical services.

VNV advocated for the increase in affordable housing fees on new lodging developments to address the need for workforce housing.

VNV has worked closely with Napa County to designate funding sources generated by the tourism industry for affordable housing.

What is the tourism industry doing to give back to our community, aside from the revenue it generates?Recently, the tourism industry pledged $2.5 million to support the Napa Valley Vine Trail, a 47-mile-long walking and biking trail system that will benefit both residents and visitors.

Lodging businesses’ philanthropy efforts in 2015 assisted over 88 local nonprofits through $600,000 in direct contributions; 1,100 room-night donations; and 700 hours of volunteer service time.

Why should we support tourism development projects? Don’t those projects destroy our region’s beauty and charm?Responsible growth and expansion are vital to the ongoing success of our community in Napa Valley.

Lodging properties generated $47.8 in TOT revenue in 2016. TOT Special Projects funds are allocated by Napa County to preserve and protect natural landscapes, parks and open spaces, as well as cultural arts programs and affordable housing.

Lodging can be developed only where zoning allows it and will not encroach into open spaces and protected areas.

CONTACTVisit Napa Valley1001 Second Street, Suite 330 Napa, CA 94559Phone: (707) 226-5813VisitNapaValley.com

Photography Credits:

Bob McClenahanMyles McGuinness

FY 2019Visit Napa ValleyANNUAL PLAN

fy 2019 visit napa valley annual plan · visit napa valley 3 from the ceo it’s been an...

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