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Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley by Destination Analysts, Inc.

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Page 1: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Visit Napa Valley

2014 Napa Valley Visitor Profile Report of Findings

March 2015

Report of Findings prepared for Visit Napa Valley by Destination Analysts, Inc.

Page 2: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Research Overview

This report presents findings of a year-long visitor profile study conducted

by Destination Analysts on behalf of Visit Napa Valley. This research

consisted of three parts:

1) Napa Valley Lodging Guest Survey

2) Napa Valley Visitor Intercept Survey of day-trip visitors and visiting

friends or relatives staying overnight in private homes (VFRs).

3) Telephone Survey of Napa County Homes conducted at the end of 2014

to quantify the number of VFRs who stayed overnight in a private home.

This survey was administered to 300 randomly selected homes in Napa

County.

Page 3: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Lodging Guest Survey

1

Locations:

• Andaz Napa

• Arbor Guest House

• Auberge du Soleil

• Best Western Plus Stevenson Manor

• Calistoga Spa Hot Springs

• Chanric Inn

• Chelsea Garden Inn

• Christopher’s Inn

• DoubleTree by Hilton Hotel & Spa

Napa Valley-American Canyon

• Embassy Suites Napa Valley

• Eurospa & Inn

• Fairfield Inn & Suites

• Harvest Inn

• Hawthorn Suites by Wyndham

• Holiday Inn Express & Suites

• Mount View Hotel & Spa

• Napa River Inn

• Napa Valley Lodge

• Napa Winery Inn

• Oak Knoll Inn

• Old World Inn

• River Terrace Inn

• Roman Spa Hot Springs

Resort

• Silverado Resort

• Southbridge Napa Valley

• The Carneros Inn

• The Inn On first

• The Meritage Resort & Spa

• The Westin Verasa Napa

• The Wine Country Inn

• Vintage Inn & Villagio

Page 4: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Visitor Intercept Survey

1

Locations:

• Castello di Amorosa

• Chateau Montelena Winery

• Culinary Institute of America-Greystone

• Cuvaison Estate Wines

• di Rosa

• Duckhorn Vineyards

• HALL Wines

• Napa Premium Outlets

• Napa Valley Welcome Center

• Napa Valley Wine Train

• Pine Ridge Vineyards

• Robert Mondavi Winery

• Sterling Vineyards

• The Hess Collection

• V Marketplace

• V. Sattui Winery

• Yountville Chamber of Commerce

Page 5: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

1

Visitor Volume, 2014

Napa lodging, 28.6%

Private Napa Valley

residences, 5.0%

Day trip visitors, 66.4%

Visitor Volume, 2014

Visitors to Napa (thousands)

Napa lodging 951

Private Napa residences 166

Day trip visitors 2,211

Total 3,329

Page 6: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Detailed Findings

Page 7: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Primary Reason for Visiting Napa

Question: Which best describes the trip you are currently on?

Base: All respondents. 1,740 completed surveys

Primary Reason for Visit (All Visitors)

0% 10% 20% 30% 40%

I live in the Napa Valley

Just passing through the Napa area

Government travel

Conference or group meeting

Business travel

Wedding or special event

Other personal travel

Vacation

Weekend getaway

0.2%

0.3%

0.9%

2.3%

4.6%

9.0%

9.7%

34.2%

38.8%

Page 8: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

0.0 0.5 1.0 1.5 2.0

Conference/group meeting

Business

Leisure or personal

0.1

0.2

2.0

Visits to Napa Valley in Past Twelve Months

Question: Including this trip, how many visits to the Napa Valley have you made in the past twelve (12) months for each of the following reasons?

Base: All respondents. 1,497 completed surveys

Visits to Napa Valley in Past Twelve Months (All Visitors)

Mean = 2.3

Page 9: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Airport Used

Question: If you arrived in the area by plane, which airport did you use?

Base: Respondents who arrived by airplane. 833 completed surveys

Airport Used (Visitors arriving by air)

0% 20% 40% 60% 80%

Other

Napa County Airport

Sonoma County Airport

Sacramento International Airport

Oakland International Airport

San Francisco International Airport

10.4%

0.4%

0.8%

6.4%

12.5%

69.5%

Page 10: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Transportation Used In-Market

Question: On this trip, which methods of transportation will you utilize while in the Napa Valley?

Base: All respondents. 1,816 completed surveys

Transportation Methods (All Visitors)

0% 10% 20% 30% 40% 50% 60%

Bicycle

Taxi

Hotel shuttle or courtesy vehicle

Bus line

Limousine

Walk

Rental car

Personal automobile

2.2%

2.6%

2.8%

2.8%

3.3%

10.9%

35.5%

58.6%

Page 11: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Napa Valley Towns Visited

Question: On this trip, which Napa Valley towns or areas did you (or will you) visit?

Base: All respondents. 1,809 completed surveys

Napa Valley Towns Visited (All Visitors)

0% 20% 40% 60% 80%

Angwin

Lake Berryessa area

American Canyon

Carneros area

Rutherford

Oakville

Yountville

Calistoga

St. Helena

Napa (city of)

3.7%

5.6%

7.6%

10.1%

26.9%

29.0%

44.1%

46.3%

59.6%

67.0%

Page 12: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

0% 20% 40% 60% 80% 100%

Organized athletic event

Canoeing/kayaking

Golf

Performing arts

Hot air ballooning

Biking

Attend a festival or special event

Hiking

Other culinary activities

Visit a state or local park

Guided tours

Visit a farmer's market

Art galleries/art walks, etc.

Bars or nightlife

Napa Valley Wine Train

Spa visit or treatment

Shopping

Winery tours

Dining in restaurants

Wine tasting rooms

0.4% 0.7%

1.7%

1.9%

2.8% 3.4%

4.7% 6.2%

7.6%

8.0%

8.3%

8.5%

8.6%

10.1%

10.3%

12.1%

40.3%

52.6%

69.4%

82.3%

Activities and Attractions in Napa Valley

Question: On this trip, in which activities or attractions will you participate while in the Napa Valley?

Base: All respondents. 1,822 completed surveys

Activities and Attractions (All Visitors)

Page 13: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Napa Valley Wineries Visited

Question: How many Napa Valley wineries or tasting rooms did you (or will you) visit during your stay?

Base: All respondents. 1,740 completed surveys

Napa Valley Wineries Visited (All Visitors)

0% 10% 20% 30%

Zero

One

Two

Three

Four

Five or more

7.0%

16.7%

19.7%

19.0%

16.2%

21.4%

Mean = 3.3

Page 14: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Spending in Napa Valley

Question: Approximately how much will you spend in the Napa Valley PER DAY on the following?

Base: All respondents. 1,848 completed surveys

Spending in Napa Valley (All Visitors)

$0 $50 $100 $150

All other

Car rental

Other retail purchases

Wine (retail stores)

Souvenirs

Gas, parking & transit

Entertainment & sightseeing

Clothing & jewelry

Tasting room fees

Lodging

Restaurants

Wine (bottles purchased at wineries)

$4.81

$1.90

$5.86 $6.55

$13.66

$16.94

$18.29

$20.01

$54.09

$84.98

$124.97

$130.64

Mean = $482.71

$217.43/person

Page 15: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Travel Party Size

Question: Please tell us how many people (including yourself) of each age group and gender are in your immediate travel party.

Base: All respondents. 1,807 completed surveys

Travel Party Size (All Visitors)

0.0 0.2 0.4 0.6 0.8 1.0

Under 18

18 to 34

35 to 44

45 to 54

55 to 64

Over 65

0.07

0.46

0.37

0.27

0.29

0.15

0.09

0.49

0.35

0.34

0.33

0.16

Females

Males

Mean = 3.3

Page 16: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Most Liked Aspects of Napa Valley

Question: What aspects of the Napa Valley do you like best?

Base: All respondents. 1,848 completed surveys

Most Liked Aspects of Napa Valley (All Visitors)

0% 20% 40% 60%

Great B&B/inn/hotel

Spa/pools

Friendly/hospitable people

Everything

Ambiance/atmosphere

Relaxing/peaceful

Food/restaurants

Weather

Beautiful scenery/landscape

Wine/wine tasting/wineries

2.2%

2.6%

3.0%

3.9%

4.3%

4.5%

9.3%

11.6%

37.9%

39.8%

Page 17: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Enhancing the Napa Valley Experience

Question: In your

opinion, what

attractions or

services would most

enhance the Napa

Valley?

Base: All respondents. 1,848 completed surveys

Enhancing the Napa Valley experience (All Visitors)

0% 10% 20% 30% 40%

Misc. hotel complaint

Better roads

Better/more…

Better signage

Free wine tastings

More diverse food…

Cheaper

Affordable…

Less traffic

More wine/wineries

Great as it is/none

1.4%

1.4%

1.6%

1.6%

2.7%

2.9%

3.4%

4.6%

4.8%

4.9%

30.2%

Page 18: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Likelihood to Return to Napa Valley

Question: How likely are you to return to the Napa Valley?

Base: All respondents. 1,816 completed surveys

Likelihood to Return to Napa Valley (All Visitors)

0% 20% 40% 60% 80%

I don’t know

Very unlikely

Unlikely

Neutral

Likely

Very likely

0.7%

1.3%

1.4%

4.4%

17.8%

74.4%

Page 19: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Gender

Question: What is your gender?

Base: All respondents. 1,738 completed surveys

Gender (All Visitors)

Male, 41.2%

Female, 53.6% I prefer

not to answer,

5.2%

Page 20: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Age

Question: Which age category best represents your age?

Base: All respondents. 1,751 completed surveys

Age (All Visitors)

0% 10% 20% 30%

I prefer not to answer

65 or above

55 to 64

45 to 54

35 to 44

20 to 34

Under 20

5.5%

9.1%

18.2%

17.1%

19.8%

29.9%

0.4%

Mean = 39.4

Page 21: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

0% 10% 20% 30%

I prefer not to answer

Less than $50,000

$50,001 to $100,000

$100,001 to $150,000

$150,001 to $200,000

$200,001 to $500,000

Over $500,000

18.1%

7.5%

23.8%

18.4%

14.8%

13.4%

3.9%

Annual Household Income

Question: Which of the following best describes the combined annual income of all members of your household?

Base: All respondents. 1,740 completed surveys

Income (All Visitors)

Mean =

$165,070

Page 22: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Ethnicity

Question: Which best describes your race or ethnic background?

Base: All respondents. 1,747 completed surveys

Ethnicity (All Visitors)

0% 20% 40% 60% 80%

I prefer not to answer

Other

Black/African-American

Hispanic/Latino

Asian/Pacific Islander

White/Caucasian

8.3%

3.2%

2.7%

8.0%

15.4%

62.3%

Page 23: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Education

Question: Which of the following best represents the highest level of formal education you have completed?

Base: All respondents. 1,747 completed surveys

Education (All Visitors)

0% 20% 40% 60%

I prefer not to answer

Some high school or less

High school graduate

Attended some college

Bachelor’s degree

Completed graduate school

8.3%

0.3%

4.3%

14.0%

45.2%

28.0%

Page 24: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Marital Status

Question: Which best describes your current marital status? (Select one)

Base: All respondents. 1,747 completed surveys

Marital Status (All Visitors)

0% 20% 40% 60%

I prefer not to answer

Other

Domestic Partnership

Married w/children under age 18

Married

Single w/children under age 18

Single

7.5%

1.6%

3.5%

13.3%

46.6%

1.9%

25.6%

Page 25: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Orientation

Question: Which best describes you?

Base: All respondents. 1,732 completed surveys

Orientation (All Visitors)

Heterosexual, 81.5%

LGBT, 3.9%

Other, 1.4%

I prefer not to answer, 13.2%

Page 26: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Point of Origin: Country

Question: What is your country of residence?

Base: All respondents. 1,814 completed surveys

Country (All Visitors)

USA, 86.4%

International, 13.6%

Page 27: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

International Country of Origin

Question:

Country of

origin

Base: All respondents. 1,814 completed surveys

Country of Origin (All Visitors – Domestic and International)

0% 20% 40% 60% 80% 100%

Misc Other

Brazil

Switzerland

France

Mexico

Germany

Australia

Japan

United Kingdom

China

Canada

USA

0.3%

0.3%

0.4%

0.4%

0.7%

1.1%

1.2%

1.6%

1.7%

2.7%

3.1%

86.4%

Page 28: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Point of Origin: MSA

Question: What is your home zip/postal code?

Base: All respondents. 1,106 completed surveys

MSA (All Domestic Visitors)

0% 20% 40% 60%

San Diego, CA

Seattle, WA

Philadelphia, PA-NJ-DE-MD

Atlanta, GA

Houston-Galveston-Brazoria, TX

Chicago-Gary-Kenosha, IL-IN-WI

New York-Long Island, NY-NJ-CT-PA

Los Angeles-Riverside-Orange…

Sacramento-Yolo, CA

San Francisco-Oakland-San Jose, CA

1.3%

1.4%

1.5%

1.5%

1.7%

2.6%

3.5%

7.4%

7.5%

45.3%

Page 29: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Napa Valley Visitor Industry

2014 Economic Impact Report

Report of findings prepared for Visit Napa Valley by Destination Analysts, Inc.

Page 30: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Quick Facts

The profile below shows a summary of key economic statistics emerging from this research.

2012 2014 Total visitors to Napa in 2014: 2.94 million 3.3 million

Total visitor spending in Napa in 2014: $1.39 billion $1.63 billion

Spending by visitors staying in Napa hotels, motels or inns: $1.03 billion $1.17 billion

Direct spending on group meetings & events: $187.7 million $194.0 million

Spending in Napa by visitors for food and restaurants: $301 million $375 million

Jobs supported by Napa visitor industry: 10,498 11,776 Napa visitor industry payroll: $300 million $332 million

Taxes generated by the visitor industry for governmental entities in Napa County:

$51.7 million $64.2 million

Tax revenues generated per Napa household: $1,041 $1,304

Visitors in Napa on an average day: 13,409 15,019 Visitor spending in Napa on an average day: $3.82 million $4.48 million Annual visitor spending per Napa resident: $10,027 $11,741

Napa Visitor Industry – 2014 Economic Impact Report

Page 31: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Visitor Days Spent in Napa, 2014

FIGURE 2 – Annual visitor days (person-days) spent in Napa, defined by place of stay (2014). Source: Destination Analysts Economic Impact Model developed for Visit Napa Valley.

Visitors to Napa spent 5.5 million total person-days in the county

during 2014. This implies that, on an average day during the year,

there were 15,019 visitors in Napa. Approximately half (49.6%) of

these visitor days were comprised of persons staying in a Napa hotel

or motel. In total, visitors staying in the county’s commercial

lodging spent 2.7 million person-days in the county during 2014.

Figure 2: Visitor Days Spent in Napa, 2014

Napa Visitor Industry – 2014 Economic Impact Report

Page 32: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Direct Visitor Spending in Napa, 2014

FIGURE 3 – Annual direct visitor spending in Napa, defined by place of stay (2014). Source: Destination Analysts Economic Impact Model developed for Visit Napa Valley.

In 2014, the Napa visitor industry generated $1.6 billion in direct

visitor spending inside the county. Most of this spending came from

local hotel guests. These visitors were responsible for $1.2 billion in

visitor spending, or 72 percent of the total. The large share of

visitor spending accounted for by hotel guests is driven by their

relatively high per-person, per-day spending of $389. By

comparison, the average day trip visitor to Napa spent $150 per-

person, per-day while in the county.

Figure 3: Direct Visitor Spending in Napa, 2014

Napa Visitor Industry – 2014 Economic Impact Report

Page 33: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Direct Visitor Spending by Type, 2014

Figure 4 (right) shows the breakout by type of visitor spending.

Visitors to Napa spend on a diverse range of items, including

lodging, food and transportation. The single largest component of

visitor spending is on retail, which accounted for 39.7 percent of all

spending, or $649 million, in 2014. The second largest component

was the $375 million visitors spent in Napa hotels. This accounted

for 23 percent of all 2014 visitor spending in Napa.

Figure 4: Direct Visitor Spending by Type, 2014

Napa Visitor Industry – 2014 Economic Impact Report

FIGURE 4 – Annual direct visitor spending in Napa by type (2014). Source: Destination Analysts Economic Impact Model developed for Visit Napa Valley.

Page 34: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Meeting & Event Expenditures, 2014

FIGURE 5 – Meeting and event expenditures (2014): The four components estimated in this model are direct spending by meeting attendees and spending by a meeting’s sponsor or host for other goods and services necessary to hold a meeting, direct spending by persons attending a wedding or special event and related spending for weddings hosted by persons from outside Napa County. Source: Destination Analysts Economic Impact Model developed for Visit Napa Valley.

Group meetings and events generated $194 million in spending for

Napa in 2014. As illustrated in Figure 5 (right), spending related to

group meetings and weddings are included in these estimates. The

components measured for this project include (1) direct visitor

spending by group meeting attendees and by wedding or special

event attendees, and (2) spending related to group meetings and

wedding (e.g., catering, room rental, audio visual equipment, etc.)

hosted by persons from outside the county.

Figure 5: Meeting & Event Expenditures, 2014

Napa Visitor Industry – 2014 Economic Impact Report

Page 35: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Jobs Supported by Napa Visitor Industry, 2014

Napa visitor spending in 2014 supported an estimated 11,776 jobs.

Figure 6 (right) shows the estimated number of jobs supported by

visitor spending in each of several industries. The majority of these

jobs are in either the hotel or restaurant industries. Visitor spending

backs an estimated 4,567 restaurant industry jobs and 3,383 jobs in

hotel-related industries.

Figure 6: Jobs Supported by Napa Visitor Industry, 2014

Napa Visitor Industry – 2014 Economic Impact Report

FIGURE 6 – Jobs supported by the Napa Visitor Industry (2014). Source: Destination Analysts Economic Impact Model developed for Visit Napa Valley.

0 2,000 4,000 6,000

Local Transporation

Entertainment and Sightseeing

Meeting-related Services

Retail Stores

Hotels

Restaurants

270

453

1,032

2,061

3,383

4,567

Grand Total = 11,766 jobs

Page 36: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Napa Visitor Industry Payroll, 2014

In 2014, the 11,776 jobs supported by the Napa visitor industry had

an estimated total combined payroll of $332 million.

Figure 7: Napa Visitor Industry Payroll (in millions), 2014

Napa Visitor Industry – 2014 Economic Impact Report

FIGURE 7 – Napa Visitor Industry Payroll (2014). Source: Destination Analysts Economic Impact Model developed for Visit Napa Valley.

$0 $20 $40 $60 $80 $100 $120

Local transportation & car rental

Entertainment & sightseeing

Retail

Meeting & event-related spending

Hotels

Restaurants

$8.1

$19.3

$67.6

$76.1

$95.7

$97.2

Total Industry Payroll =

$332 million

Page 37: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

Tax Revenues Generated for Napa County Jurisdictions, 2014

Napa's visitor industry generated $64.2 million in tax revenues for

governmental entities in Napa County in 2014. Taxes directly

generated by the visitor industry include revenues from the

transient occupancy tax (hotel tax), sales taxes and property and

transfer taxes paid on lodging facilities. As Figure 8 (right) shows,

the hotel industry generates the majority of these revenues, with

the combination of transient occupancy tax and property taxes on

hotels creating over $38 million in income for governmental entities

in the county.

Figure 8: Tax Revenues Generated in Napa, 2014

Napa Visitor Industry – 2014 Economic Impact Report

FIGURE 8 – Tax Revenues Generated for governmental entities in Napa County (2014). Source: Destination Analysts Economic Impact Model developed for Visit Napa Valley. Property taxes included are for hotels, motels and inns in Napa.

LOCAL JURISDICTIONS TAX REVENUESPAID DIRECTLY BY VISITOR INDUSTRIES: 2014 Total Annual

Direct Revenue

MAJOR REVENUE SOURCES in 2014 $1,000s

HOTEL TAX

Visitor Spending on Lodging $375,158

Tax Rate (Local) 12.0%

Factor for Non-Taxable Room Sales 85.7%

Hotel Tax Collected by Napa cities 38,561.3

HOTEL SALE TRANSFER TAX

Transfer Taxes Paid to the County on sale of hotels 18.5

HOTEL PROPERTY TAX

Property Taxes Paid to the County by Hotels 16,627.0

SALES TAX

Visitor Spending (including 7.75% tax)

Retail $648,813

Restaurants (adjusted, less tips) $275,550

Entertainment & Sightseeing $49,324

Tax Rate 1.00%

Sales Tax Returned to the govt entitites 9,640.5

DIRECT CITY REVENUES FROM VISITOR INDUSTRY 64,196.7

Source: Destination Analysts, Inc., model developed for

Visit Napa Valley

Page 38: Visit Napa Valley 2014 Napa Valley Visitor Profile · Visit Napa Valley 2014 Napa Valley Visitor Profile Report of Findings March 2015 Report of Findings prepared for Visit Napa Valley

DOUMO ARIGATOU GOZAIMASU