Special Meeting of the Napa Valley Tourism Improvement District

Special Meeting of the Napa Valley

Tourism Improvement District

Agenda

Monday, July 18, 2016 – 10:00 A.M. Special Meeting Napa Valley Lodge 2230 Madison Street Yountville, CA 94599

1. Call to Order 10:00 A.M.

Members: 2. Roll Call

Shelley Post, 3. Adoption of the Agenda ACTION Maison Fleurie/ Lavender

4. Public Comment John Dunbar, Mayor Town of Yountville (Matters Not Listed on the Agenda)

Arik Housley, 5. Approval of Minutes for January 12, 2016 meeting. ACTION Chamber of Commerce

Tim McGregor, 6. Elect Chair and Vice Chair ACTION Napa Valley Lodge

Steven Rogers, 7. 2015-16 Year End Review Town Manager - Financials (Handout) Town of Yountville - Social Media/FAM Trip Report (Chamber/MacKenzie) Ty Accornero, - Strategic Planning Retreat Review (Review notes) North Block Hotel

8. Brand Strategy Proposal Presentation (Black Glass) Nanci Sherman, Bardessono DISCUSSION/ACTION

Staff: 9. Trip Advisor/Yountville Page discussion and evaluate whether

Julie Baldia, to continue. DISCUSSION/ACTION Management Analyst Town of Yountville [email protected] 10. Social Media Advertising Rebate Proposal DISCUSSION/ACTION

11. Expenditure and Work Plan Review and Approval for FY 2016-17

A. Programs & Expenditures

Contingency $10,000 Social Media Ad Buy/Content Management $40,000 Trip Advisor Content Management $5,000 Trip Advisor Promotion $20,000 Branding Strategy (Black Glass Creative) $30,000 Advertising Rebate Program $27,500

B. NVTID-Yountville Annual Funding Projects

Art Sip & Stroll $6,000 Holiday Lighting (Install & Removal of Existing Lights) $6,000 MacKenzie Agency – FAM Trips $15,000

C. Sponsorship Requests

Vine Trail coalition $5,000 Napa Valley Museum $10,000 Arts Commission (Underpass Mural) $15,000 Napa Valley Film Festival $25,000 Napa Valley Performing Arts Center (Lincoln Theater) $30,000 DISCUSSION/ACTION

12. Proposed Draft Budget Discussion – Modifications to be made based on discussion. ACTION

13. PARTNERSHIP UPDATES:

A. Yountville Chamber Update B. Visit Napa Valley Update

14. Adjourn to the next special meeting.

MINUTES Napa Valley Tourism Improvement District (NVTID) – Yountville Monday, January 12, 2016

1. Call to Order 1:00 P.M. The meeting was called to order at 1:00 p.m.

2. Roll Call John Dunbar (Mayor, Town of Yountville), Steven Rogers (Town Manager, Town of Yountville), Shelley Post (Maison Fleurie/Lavender), Arik Housley (Chamber of Commerce), Tim McGregor (Napa Valley Lodge), Ty Accornero (North Block Hotel), Nanci Sherman (Bardessono)

3. Adoption of the Agenda Action: A motion was made by John Dunbar to adopt the agenda, seconded by Arik Housley. All in Favor.

4. Public Comment None

5. Approval of Minutes for November 30, 2015 meeting. Action: A motion was made by Arik Housley to approve the minutes, seconded by John Dunbar. All in Favor

6. Chamber of Commerce Report - General Report - Detailed Social Media Program Update

No Action: Sarah Farlie from the Yountville Chamber presented update

7. Visit Napa Valley Update

No Action: Emily Hegarty from Visit Napa Valley presented update

8. Review and Discussion of Current Grant Funding Program: - Determine NVTID-Yountville purpose, goals and objective relative to external program funding. - Evaluate if grant program is having positive impact, increased room occupancy, impact on rate, and/or increased Yountville destination brand awareness - If purpose is to market Yountville as destination, should program requirements be targeted, strengthened (what changes) or program eliminated. - Local or regional focus (Napa Valley vs Yountville focused) - Should NVTID-Yountville seek out partners for potential events that meet our local Yountville objectives rather than be responding to grant requests. Discussion Held – No Action

9. Consideration of hosting facilitated strategic planning workshop focused on needs of Yountville Lodging: - Facilitated workshop focusing on needs of lodging industry, SWOT analysis, long range planning. - Invite all lodging properties in town - Invite partners such as Chamber, Town and Visit Napa Valley Discussion Held – No Action

10. Yountville Trip Advisor individual hotel cost offset discussion: - What would the program look like? - How much per property annual allocation? Discussion Held – No Action

11. Board Member comments and updates. No Updates

12. Adjourn to the next special meeting.

TID Report Fiscal Year 2015/2016

July 13, 2016

Sonoma | New York SOCIAL MEDIA The Yountville Chamber requested that the MacKenzie Agency help to maintain the social media accounts for the Chamber during staffing transitions. We arranged to provide this service on a month‐to‐month basis, starting in May 2016. We have been making regular posts on Facebook, Twitter and Instagram since May 4, 2016. Below are stats from the entire 2015‐2016 Fiscal Year: Facebook –the Chamber’s most popular social network – started the Fiscal Year with 13,780 “Likes” on July 1, 2015. It ended the Fiscal Year with 14,075 –an increase of 295 “likes” over the course of a year – a relatively low 2.14% increase. The Agency sees room for improvement by possibly boosting more posts with an ad budget and the increase of shared posts from stakeholders and others using the Chamber’s hashtags.

Throughout the 2015‐2016 Fiscal Year, the Chamber has averaged 39.5 posts per month, posting 1‐2 times per day.

Post content varies from town news, hotel package details, shares from various stakeholders, event details, Chamber news and event info, and more.

Examples of Facebook posts are on the following slide:

Twitter: The Fiscal Year ends Twitter with 2,553 followers –up by 105 followers in the past 90 days. Twitter started the Fiscal Year with 1,856 followers on July 1, 2015. It ended the 2015‐2016 Fiscal Year with 2,546 –an increase of 690 followers over the course of a year – a steady 37.29% increase from the end of the 2014‐2015 Fiscal Year. Tweets are typically about events, lodging and things to do.

Instagram: The Fiscal Year ends with 1,193 followers. No other statistics are available by Instagram. We share a variety of images on Instagram and like stakeholder posts.

TripAdvisor: The Yountville Chamber of Commerce promoted Yountville lodging properties through paid Facebook and Twitter post campaigns, including paid advertisement postings to Facebook and Twitter. Additional weekly posts were made linking visitors to TripAdvisor.

Based upon a contract with the TID, October 2015‐February 2016 the Chamber’s main focus was on promoting a “Winter Escape to Yountville” during the 2015/16 Cabernet Season, with a focus on mid‐week bookings. The Chamber used existing promos/specials of the lodging properties. The Chamber also promoted Festival of Lights, Hall of Fame Watch Party and Taste of Yountville.

Posts were strategically made during peak engagement periods for best outcome. Each post linked back to either TripAdvisor or yountville.com. TripAdvisor referred 1,147 visitors to www.Yountville.com during the 2015‐2016 Fiscal Year according to Google Analytics for the website.

The Yountville Chamber’s TripAdvisor page has 21,944 reviews/opinions. Broken down:

• Restaurants: 13,584 reviews/opinions • Lodging: 5,930 reviews/opinions • Things To Do: 2,205 review/opinions • Forums: 225

Note: The MacKenzie Agency has not been provided access to TripAdvisor page data, however we were informed by Cindy Saucerman in May upon taking over social media for the Chamber that the advertising budget had been spent for the fiscal year and that all contracted obligations between the Chamber and the TID for the Fiscal Year for these purposes had been met.

Also note: Individual stakeholders would need to provide their website analytics to determine how much traffic resulted from the TripAdvisor page to their websites. We are unable to access that data directly. MEDIA FAM TOURS | STAKEHOLDER RELATIONS

On behalf of the Yountville Chamber of Commerce and the Yountville Tourism Improvement District (TID), MacKenzie Agency coordinated FAM (familiarization) tours for select A‐list media. These VIP media tours are booked with the idea in mind that a story will be published about Yountville after their visit.

We have worked with various stakeholders to secure hotel accommodations, activities and dining experiences that provide a well‐rounded Yountville experience and highlight the destination’s key attributes.

To the best of our ability we provide these media opportunities to as many stakeholders as possible in order to be inclusive. We are, however, limited by the ability or willingness of stakeholders to provide media comps for these experiences. When unable to secure comp fulfillment for activities or accommodations, TID funds made available to us are accessed in order to complete the itineraries for these ever‐important tours.

Media FAM tours booked by the Agency for FY 2015‐2016 were: April 1‐3, 2016 | Michelle Rae Uy Travel writer and photographer Huffington Post Travel http://www.huffingtonpost.com/michelle‐rae‐uy/ Michelle is a prominent travel writer and “Phoblographer” (photo blogger). She writes travel blogs for the Huffington Post. Based out of Los Angeles, Michelle Rae has a bad case of Wanderlust. She was a culture writer for NYC‐based photography website, The Phoblographer, and is now the Head of Content for MiniTime.com, a family travel website.

Results of Huffington Post/Michelle Rae Uy FAM Tour: Five articles published online at: Huffington Post, Minitime.com, AnotherSpur.com (2) and Adventures by Dad.

Click on image to visit article online April 10‐12, 2016 | Josh McNair Travel Blogger, California Through My Lens http://californiathroughmylens.com/ Josh is a prominent travel blogger –both a writer and video blogger. His website receives 350K UVPM. Josh has over 3,948 followers on twitter, nearly 10k fans on Facebook, over 10k fans on Instagram and nearly 3k fans subscribe to his email newsletter. His videos and written blogs have featured on prominent TV and print outlets, including Good Morning America, Details, Roadtrippers, ABC News, Magellan, Field Trip, Pacific Magazine, and more.

Results of California Through My Lens/Josh McNair FAM Tour: As a result of our work with Josh /California Through My Lens, he created a fabulous, engaging video blog on YouTube that highlights 17 Yountville venues/activities experienced during his stay.

In addition, Josh posted on his social media channels Twitter, Facebook and Instagram throughout his visit. He has also written 11 blogs on California Through My Lens. His website Click on image to visit video on YouTube receives 350,000 unique visitors per month. April 20‐22, 2016 | Rachelle Lucas and Pete Wallace husband and wife team Food and travel bloggers and authors, The Travel Bite http://thetravelbite.com/ Rachelle, Pete and their expert food and travel blogs have been featured in People, the Travel Channel, NY Times, USA Today, and more. Rachelle Lucas/The Travel Bite has over 5,000 Facebook fans, 101k Followers on Twitter, 6.6k followers on Pinterest, and nearly 3k followers on Instagram.

Results of The Travel Bite/Rachelle Lucas FAM Tour: One CBS Local podcast broadcast with Steve Rogers that was picked‐up on several podcast channels and multiple Facebook, Twitter and Instagram posts.

We are still awaiting article results. News TBA.

Click on image to be connected to the podcast June 22‐24, 2016 | Lauren Grier Climbing Grier Mountain http://www.climbinggriermountain.com/press Lauren is respected food, lifestyle and travel writer that contributes blogs, articles and recipes to Bon Appetit, BuzzFeed, Bustle, BlogHer, Country Living and much more. Lauren has 5,725 followers on Twitter, 6,134 fans on Facebook, 4.3k followers on Pinterest, and 4,021 followers on Instagram. Results are still pending for this visit.

July 18‐20, 2016 | Jody Robinson Jody is the owner and Editor‐in‐Chief of Community Publications –six Southern California publications, including: Sorbet Magazine, South County Magazine, Marmalade, Newport Mesa Magazine, Orange Magazine and HB Magazine. This visit has not yet taken place. Results will be reported upon completion.

October 2016 | Michele Bigley Travel Writer and Author, http://michelebigley.com/ Michele is a prominent travel writer and published author who has written nine travel guidebooks on California and Hawaii. She frequently contributes articles and stories about travel for national and international outlets such as Los Angeles Times, San Francisco Chronicle, Boston Globe, Huffington Post, and more. She has also been a featured travel expert for CNN's "On the Go.”

PUBLIC RELATIONS REPORT

7/12/2016

FY 2015‐2016 July 2015 – June 2016

Presented By

CONTENTS SUMMARY ...... 3 MEDIA RELATIONS ...... 3 Press Releases | Pitching ...... 3 Follow‐Up ...... 5 Pitching ...... 5 Calendar Listings ...... 5 Event Media Coverage ...... 5 Media Results ...... 5 Where You Were Seen ...... 6 MEDIA HIGHLIGHTS ...... 6 MEDIA FAM TOURS | STAKEHOLDER RELATIONS ...... 22 STATISTICS/GOOGLE ANALYTICS ...... 24 Traffic Stats ...... 24 Locale Demographics ...... 24 Age Demographics ...... 25 Gender Demographics ...... 25 SOCIAL MEDIA ...... 25 WEBSITE MAINTENANCE ...... 26 CONCLUSION ...... 26

SUMMARY The following summarizes the public relations efforts made by the MacKenzie Agency on behalf of The Yountville Chamber of Commerce throughout FY2015‐2016 (July 2015 through June 2016):

 Nine press releases; research, writing, media list building, HTML layout and distribution  Press pitching on various topics to regional and national media that resulted in a ranking of #4 in the Best Small Town Food Scene category in the USA Today 10Best Readers' Choice 2016 travel award contest and a ranking of #5 five on Expedia’s “Most Beautiful Towns in America” list.  Digital collateral trafficking to media as requested  Calendar listings to SF Bay Area event websites for Q‐1 events (Yountville Rocks the Red Zone event, Taste of Yountville and Art, Sip & Stroll)  Event media coverage: Pitch/invite and confirmation of four A‐list media reps at Taste of Yountville; facilitated tickets for each with the Chamber  FAM tour bookings of five A‐list travel writers for spring/summer 2016; stakeholder relations, media relations and coordination of each individual tour  Ongoing Chamber stakeholder outreach and communications  Participated in the formation of committee for Hall of Famers watch party; attended six meetings  Media hits reporting to client throughout the FY; best hits provided to client via PDF  Ongoing communication and conference calls with client and event management team, and liaising between both parties  Joined the Chamber’s marketing committee  Attended community meeting for the Wall Mural Artist evaluation  Participation and reporting at meetings and other functions  Social media management: Interim social media management for the Chamber during staff transitions May‐July 2016  Website/webmaster services during staff transition to maintain Yountville.com updates to event calendar, stakeholder directory and media page content  eNewsletter email list maintenance via Constant Contact during staff transition  Presented at Chamber of Commerce board meetings and made a YTD results presentation to the Yountville Town Council on June 12, 2016

Account Managers: Karen MacKenzie and Denise Olliffe

MEDIA RELATIONS

Press Releases | Pitching MacKenzie Agency distributed a total of nine press releases during FY 2015‐2016 for the Yountville Chamber of Commerce.

The travel/tourism industry standard for “opens” or “read” email distributions is currently an average of 18.26% (sources: Vocus and Constant Contact, MailChimp). The table below demonstrates that the agency averaged a 29.81% open rate for press releases – 63.25% over industry standards.

All distributions are sent by and from the agency. The high open rate likely stems from our ongoing relationships with key media based on our reputation and the brands we represent. The table below indicates all press releases and pitches sent via Vocus – the agency’s primary media list building and distribution service. 3

OPEN DATE TOTAL TOTAL HEADLINE OR SUBJECT SUCCESS DISTRIBUTED SENT OPENED RATE YOUNTVILLE HOSTS WATCH PARTY FUNDRAISER FOR PRO FOOTBALL’S BIGGEST GAME 1/8/16 174 39 22.41% Event Includes Hall of Fame Players, a 14‐foot Big Screen and Exclusive Lounge Area Yountville Chamber of Commerce Seeks New Leader as Longtime CEO 1/18/16 10 10 100% Cindy Saucerman Transitions to Consulting Role Yountville’s passport to a romantic Valentines weekend 1/29/16 Cupid’s arrow points daytrippers 251 29 11.55% towards Yountville’s "Taste Life Here” Wine Tasting Passport TASTE OF YOUNTVILLE CELEBRATES LOCAL FOOD, WINE, AND MUSIC APRIL 2, 2016 2/2/16 529 215 40.64% After 22 Years Taste of Yountville Changes its Date to Coincide with the Yountville Live! Music Event TOWN OF YOUNTVILLE DONATING COMMEMORATIVE 9‐11 FLAG TO LOCAL VETERANS HOME 2/5/16 158 7 4.43% Hall of Fame Football Star Munoz to Present American Flag from World Trade Center Fire House MEDIA ALERT 2/8/16 PHOTO OPPORTUNITY for Monday, 158 16 10.13% 12pm, February 8th Yountville Invites Art‐lovers to Sip and Stroll 3/7/16 297 58 19.53% Arts in April® Napa Valley kicks‐off in Yountville April 2 The best fall editorial muse is the Napa 4/15/16 296 62 20.95% Valley crush season YOUNTVILLE CHAMBER OF COMMERCE 6/6/16 NAMES WHITNEY DIVER McEVOY AS 40 9 22.5% NEW CEO AVERAGE OPEN RATE 28.72% INDUSTRY STANDARD OPEN RATE 18.26% % ABOVE INDUSTRY STANDARD 57.28%

Follow‐Up MacKenzie Agency followed‐up with key media that opened/read the releases, as these were the leads most interested in the story angle. We coordinated digital collateral materials as requested.

Pitching The Agency provided media outreach pitching to targeted media regarding the Hall of Famers photographer media opp, Yountville Rocks the Red Zone event, Taste of Yountville and Art, Sip & Stroll, FAM tour pitches and Napa Valley crush season, which have resulted in several media hits.

We pitched USA Today’s Reader’s Choice Awards editors on Yountville. Due to these efforts, Yountville was nominated and chosen as #4 for “America’s Best Small Food Town.” The Agency had initiated a “get out the vote” campaign (postcards and social media). We also worked with Yountville stakeholders to spread the word to encourage votes on social media and to the mass crowd at the Taste of Yountville.

Calendar Listings The agency fed detail to regional SF Bay Area calendar listing sites for Yountville Rocks the Red Zone event, Taste of Yountville and Art, Sip & Stroll. These calendars included, but were not limited to:

 7x7 online calendar submittal  KWNE radio  CBS Local  KZST radio  Eventful (Bay Area News Group and PD)  Local Wine Events  KJZY radio  Sacramento Bee  KWFF radio  SF Gate Event Media Coverage Due to our pitching efforts, we secured the following media coverage for Taste of Yountville 2016:

 Mellisa Paul, host, Sacramento’s ABC10 lifestyle TV talk show “Sac & Co”  Tom Simoneau, KSRO radio’s “The Wine Guy” and host of Wine Country Live podcasts. Tom is also the owner of Simoneau Vineyards of Alexander Valley  Leslie Harlib, food and lifestyle writer, Bay Area New Group  Michelle Rae Uy, Travel writer, Huffington Post Travel

Passes were provided to each of these journalists by the Chamber via the Agency. Media Results The agency has provided a media hits spreadsheet under separate cover. The chart summarizes the fiscal year 2015‐2016 CPM results. The Agency utilizes Vocus/Cision metrics, the BurrellesLuce media clipping service as well as Google Alerts and online research to locate and tabulate accurate hit results.

MEDIA TYPE TOTAL IMPRESSIONS Print Media 50,346,797 Digital Media 300,604,919 Social Media 16,695,642 TOTAL MEDIA IMPRESSIONS FOR FY 367,647,358 TOTAL COST PER THOUSAND FORFY $0.02

Note: FY2015‐2016 CPM (Cost per thousand) based on a 12 months retainer, divided by the total number of impressions.

Where You Were Seen By the end of FY 2015‐2016, the agency earned 258 media hits for Yountville. These hits have ranged from national dailies and magazines to regional Bay Area outlets, online news sources and travel and tourism trade publications, such as:

 California Through My  NBC Bay Area  Stark Insider Lens  North Bay Bohemian  Sunset Magazine  CBS SF Bay Area  Oakland Tribune  The Travel Bite  Climbing Grier Mountain  Robb Report  Time Out New York  Conde Nast Traveler  Sacramento Bee  TravelPulse  Eater SF  San Diego Union Tribune  Tripatini.com  Expedia  San Francisco Examiner  USA Today  Haute Living  San Francisco Magazine  Very Napa Valley  Huffington Post  San Jose Mercury News  Wall Street Journal  KTVU SF Online  Saveur  Where San Francisco  LA Times  SF Gate  Wine Country This Week  LA Times  SmarterTravel  Matador Network  SmarterTravel.com

MEDIA HIGHLIGHTS The following pages are a few media highlights throughout the fiscal year:

Outlet: Stark Insider online Post Date: 2/08/16 UVPM: 77,695

Outlet: CBS Local San Francisco online Coverage: Valentine’s Day Destinations

UVPM 77.5 million syndicated Link to article online: http://sanfrancisco.cbslocal.com/top‐lists/best‐valentines‐day‐ travel‐destinations‐near‐bay‐area/

Outlet: WHERE Travel/WHERE San Francisco

Coverage: Downtowns of Wine Country; mentions several Yountville stakeholders throughout article.

Date: January 21, 2016

Circulation: 76,000; 266,000 media impressions; 6,139 UVPM

Read the full article here:

http://www.wheretraveler.com/san‐ francisco/explore‐charming‐downtowns‐northern‐ california‐wine‐country

Outlet: Wine Country This Week Issues: 2/26, 3/4, 3/11, 3/21 and 3/24/2016 Pages: 24‐25 Circulation: 17,000; 59,500 media impressions per issue; 19,943 UVPM Link to article online: http://www.winecountrythisweek.com/issue/wctw ‐031116

Outlet: Wine Country This Week

Issues: January 22, January 29 and February 5, 2016

Page: 39

Circulation: 17,000; 59,500 media impressions per issue; 19,943 UVPM

Link to article: http://www.winecountrythisweek.com /issue/wctw‐02‐05‐16

TRAVEL MARCH 26, 2016 7:00 AM

Outlet: Sacramento Bee – online

Date Published: March 26, 2016

Coverage: Taste of Yountville with backlink provided to event page

Circulation: 205, 907; 514,768 media impressions

UVPM: 1,946,664

Link to online article: http://www.sacbee.com/entertainment/living/travel/article68028157.html

Outlet: Very Napa Valley Visit Napa Valley is a brand‐new magazine by the publishers of Wine Country This Week. It’s a lovely showcase of all things Napa. Issue: April 2016, pp. 43, 44 Coverage: Taste of Yountville and Art, Sip & Stroll Circulation: 80,597; 282,090 media impressions

MEDIA FAM TOURS | STAKEHOLDER RELATIONS On behalf of the Yountville Chamber of Commerce and the Yountville Tourism Improvement District (TID), MacKenzie Agency coordinated FAM (familiarization) tours for select A‐list media. These VIP media tours are booked with the idea in mind that a story will be published about Yountville after their visit.

The six media FAM tours booked by the Agency for FY 2015‐2016 are:

April 1‐3, 2016 Michelle Rae Uy Travel writer and photographer Huffington Post Travel http://www.huffingtonpost.com/michelle‐rae‐uy/ Michelle is a prominent travel writer and “Phoblographer” (photo blogger). She writes travel blogs for the Huffington Post. Based out of Los Angeles, Michelle Rae has a bad case of Wanderlust. She was a culture writer for NYC‐based photography website, The Phoblographer, and is now the Head of Content for MiniTime.com, a family travel website.

Results of Huffington Post/Michelle Rae Uy FAM Tour: Five articles published online at: Huffington Post, Minitime.com, AnotherSpur.com (2) and Adventures by Dad.

April 10‐12, 2016 Josh McNair Travel Blogger, California Through My Lens http://californiathroughmylens.com/ Josh is a prominent travel blogger – both a writer and video blogger. His website receives 350K UVPM. Josh has over 3,948 followers on twitter, nearly 10k fans on Facebook, over 10k fans on Instagram and nearly 3k fans subscribe to his email newsletter. His videos and written blogs have featured on prominent TV and print outlets, including Good Morning America, Details, Roadtrippers, ABC News, Magellan, Field Trip, Pacific Magazine, and more.

Results of California Through My Lens/Josh McNair FAM Tour: 11 blogs at California Through My Lens, one awesome YouTube video and several posts on his Facebook, Twitter and Instagram accounts.

April 20‐22, 2016 Rachelle Lucas and Pete Wallace – husband and wife team Food and travel bloggers and authors, The Travel Bite http://thetravelbite.com/ Rachelle, Pete and their expert food and travel blogs have been featured in People, the Travel Channel, NY Times, USA Today, and more. Rachelle Lucas/The Travel Bite has over 5,000 Facebook fans, 101k Followers on Twitter, 6.6k followers on Pinterest, and nearly 3k followers on Instagram.

June 22‐24, 2016 Lauren Grier Climbing Grier Mountain http://www.climbinggriermountain.com/press Lauren is respected food, lifestyle and travel writer that contributes blogs, articles and recipes to Bon Appetit, BuzzFeed, Bustle, BlogHer, Country Living and much more. Lauren has 5,725 followers on Twitter, 6,134 fans on Facebook, 4.3k followers on Pinterest, and 4,021 followers on Instagram.

Results are still pending for this visit.

July 18‐20, 2016 Jody Robinson Jody is the owner and Editor‐in‐Chief of Community Publications – six Southern California publications, including: Sorbet Magazine, South County Magazine, Marmalade, Newport Mesa Magazine, Orange Magazine and HB Magazine.

This visit has not yet taken place. Results will be reported upon completion.

October 2016 – Dates TB Michele Bigley Travel Writer and Author http://michelebigley.com/ Michele is a prominent travel writer and published author who has written nine travel guidebooks on California and Hawaii. She frequently contributes articles and stories about travel for national and international outlets such as Los Angeles Times, San Francisco Chronicle, Boston Globe, Islands, Away.com, Oyster, Tripvine, Huffington Post, CNN.com, Orbitz, Priceline, Vacations and Travel, Bootprints, Perceptive Travel, Triporati, Examiner, and Kia Ora, the in‐flight magazine of Air New Zealand. She has also been a featured travel expert for CNN's "On the Go.”

STATISTICS/GOOGLE ANALYTICS With permission from the Chamber, the agency has access to the Yountville.com Google Analytics for insights into website traffic. These stats can help us to determine the effectiveness of our outreach. We reviewed the top 50 traffic sources throughout the 2015‐2016 Fiscal Year. Here are findings pertaining to the public relations campaign: Traffic Stats Yountville.com received 129,594 visits (Sessions) to the site during the 2015‐2016 Fiscal Year. 104,760 (80.41%) were new visitors. 24,834 (19.2%) were return visitors to the site.

The chart below shows the significant traffic sources to Yountville.com. You can see that Google is king when it comes to organic search referrals to the website providing 56.28% of all traffic.

Source: Yountville.com Google Analytics Percentage of NEW Rank Traffic Referral Sources Sessions Sessions (Visitors) 1 Google – organic 72,935 80.84 % 2 Direct (no referral/no source) 19,218 78.86 % 3 Yahoo – organic 11,337 81.86 % 4 Bing – organic 7,172 82.18 % 5 Facebook 5,412 85.72 % 6 TripAdvisor.com 1,147 78.03 %

Locale Demographics The following are traffic demographics of the top 20 cities that visited Yountville.com during the 2015‐ 2016 Fiscal Year. These stats indicate to us that our PR efforts are definitely reaching the Chamber’s target audiences both regionally and nationally. It also provides us with insights on the top DMA ranked areas that we can expend more time on outreach and pitching.

San Francisco – 21,368, Napa – 15,462, New York – 4,448 and Los Angeles – 3,122 are the top four cities visiting the website. Other metropolitan areas are represented such as San Jose, Sacramento, Chicago, Houston and Oakland.

Source: Yountville.com Google Analytics Average Total % News Bounce Pages Average Rank* City Sessions* Sessions* Rate* Visited Per Time Session 1 San Francisco 21,368 79.27 % 64.00% 1.92 01:21 2 Napa 15,462 69.66 % 62.33% 1.99 01:30 3 New York 4,448 80.22 % 4 Los Angeles 3,122 81.26 % 68.32% 1.80 01:20 5 Yountville* 2,361 82.42 % 59.00% 2.09 01:30 6 San Jose 2,144 82.40 % 61.67% 1.88 01:08 7 Sacramento 1,823 82.39 % 63.25 % 1.89 01:17 8 Chicago 1,568 83.15 % 9 Houston 1,391 81.68 % 69.68 % 1.75 01:04 10 Oakland 1,229 78.93 % 61.27 % 2.00 01:34 11 Fairfield 1,144 80.24 % 65.38 % 1.86 01:18 24

12 Santa Rosa 1,130 75.31 % 58.58 % 2.14 01:54 13 Vallejo 1,105 82.35 % 64.52 % 1.92 01:10 14 Dallas 1,057 84.01 % 15 Sonoma 992 76.41% 63.91% 1.92 01:13 16 San Diego 933 82.10% 65.59% 2.04 01:41 17 San Rafael 841 86.80% 61.00% 2.02 01:19 18 Walnut Creek 778 82.65% 59.51% 2.09 01:25 19 Sunnyvale 579 86.18% 60.28% 2.07 01:30 20 Fremont 551 82.58% 61.71% 2.06 01:28

*NOTES:

 Rank: The ranking of the top 20 cities visiting the site  Total Sessions: The total number of sessions from a select city within the date range; the time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, etc. is associated with a session.  % News Sessions: The Percentage of first‐time visitors/users during the selected date range.  Bounce Rate: The percentage of single‐page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page)  Note: Yountville is grayed out because this number is negligible. Visits to the site are likely either Chamber or City personnel or residents and visitors that are already in Yountville looking for information. Age Demographics Out of the 129,594 visitors to the site during the Fiscal Year, Google Analytics was able to report the age demographics on 64.73% of 83,882 visitors during the date range. Of the 83,882 visits analyzed, visitors age 25‐34 were the highest traffic to the site at 19,654 visits. Ages 35‐44 were the second highest at 19,097 visits, ages 45‐54 was third at 15,837 visits and 15.126 visits came from visitors ages 55‐64. The 65+ demographic had 8,908 visits. Ages 18‐24 demonstrated the least traffic at 5,260.

Gender Demographics Out of the 129,594 visitors to the site during the Fiscal Year, Google Analytics was able to report the age demographics on 67.26% of 87,167 visitors. Females are the top visitors to the site at 55,659 visits. Males represented 31,508 visits.

This data tells us that our demographic target audience continues to be ages 25‐54. This also tells us that we can expand our outreach to reach more male visitors.

SOCIAL MEDIA The Yountville Chamber requested that the MacKenzie Agency help to maintain the social media accounts for the Chamber during staffing transitions. We arranged to provide this service on a month‐ to‐month basis, starting in May 2016. We have been making regular posts on Facebook, Twitter and Instagram.

Facebook – the Chamber’s most popular social network – started the Fiscal Year with 13,780 “Likes” on July 1, 2015. It ended the Fiscal Year with 14,075 – an increase of 295 “likes” over the course of a year – a relatively low 2.14% increase. The Agency sees room for improvement by boosting more posts and the increase of shared posts from stakeholders and others using the

Chamber’s hashtags.

Twitter ends the Fiscal Year with 2,553 followers – up by 105 followers in the past 90 days. Twitter started the Fiscal Year with 1,856 followers on July 1, 2015. It ended the Fiscal Year with 2,546 – an increase of 690 followers over the course of a year – a steady 37.29% increase.

The Instagram account ends the Fiscal Year with 1,193 followers. No other statistics are available by Instagram.

WEBSITE MAINTENANCE Additionally as part of its services to the Chamber on a month‐to‐month basis, the Agency has been making any necessary updates to the Chamber’s WordPress website, Yountville.com, as needed. We post events as requested by stakeholders or neighboring Napa Valley cities, updated the stakeholder directory and media pages and have made other changes as needed. We also keep the contact list updated for the Chamber’s eNewsletter via Constant Contact.

CONCLUSION During the 2015‐2016 Fiscal Year, the MacKenzie Agency achieved our outlined goals for the Chamber, protecting and maintaining Yountville’s status as the “Culinary Capital of the Napa Valley.”, and by extension, the premiere wine country destination worldwide.

It has been a continued honor working for this fine town, and we are proud to have the Chamber and TID as our client. We would consider it a privilege to continue our work for the 2016‐2017 Fiscal Year.

Thank you,

Karen MacKenzie Denise Olliffe Account managers

Yountville Lodging Strategic Planning Workshop May 9, 2016

Meeting Notes Prepared by:

Afternoon Session: 1pm – 4pm

The afternoon session will have the goal to outline prioritized objectives for the town’s marketing efforts. Key topics will include interaction with our marketing partners plus discussion of effective marketing tactics. Additional concentration on long range (3-year) planning objectives and strategies.

- Priority Objectives. Based on the morning’s analysis, where can Yountville’s marketing efforts be most effective? What are the 5 - 10 key objectives we want to achieve? Responsibility/authority for follow through and action planning? Timetables and funding issues.

- Marketing Partners. How do we work with our marketing partners to achieve our goals? Who are the most effective partners to concentrate efforts? Internal/external partner issues. What can we learn from past experiences to help make this efficient? What’s missing and what could be stronger/better?

- Tactics. What efforts have given Yountville the best results in the past? What new opportunities can we own? What efforts are already committed?

- Summary discussion. What questions have arisen that need additional evaluation and thought? What remaining issues require follow up?

Yountville/Napa Valley

1. Yountville Town Positioning (Note: most attendees rated the need for a restated or new strategic position for the town at a 3-7 in terms of need with the lowest being staying the course and the higher numbers a reset.)

Comments: - We have high recognition in the NV - Need a forward plan - Keep the experience strong to balance room rates – create “worth” - Justify rates - Include “rest” as a key message - Support slower season - How is YV different from others in the NV? Need messaging. - Threats on the horizon – new hotels - Guests are not distinguishing YV from the rest of Napa Valley - YV is not THE destination, we need to build on that - Need new strategies to reach the new millennial demographics - Human Experience is important - A portion of visitors come just for Yountville - YV is unique to NV - Need a plan to achieve future goals – Position as Premier destination in NV - Need long term positioning and creative - Opportunity to move people toward YV from lower price points - Prices hitting ceiling? - Destination needs more marketing and name recognition - Refresh strategies and tactics - How is YV different from consumer’s perspective? - Generate appeal & economics - Define value proposition/experience/worth - How to reach aspirational travelers? - High Brand recognition - Town has plan – need lodging to partner - Need commonality of “tourism” messaging and strategy among all lodging entities - Hotels, restaurants, stores need to have a common message integrated - Tiers needed for messaging

2. Strategy

- Hotels need to drive guests to local businesses - Support restaurants, stores - Convert day trippers to stays - Stay fresh, broaden reach to appeal to successful 30-40…70+ year olds - Need strong communications elements between properties and restaurants - Need solutions for better guest communications/town outreach

Brand Strengths: - Approachable luxury - Premier restaurants, lodging - Central, intimate, walkable - Locals are accessible, sense of Place/People - Romance - “Island” in the vineyards - Quality of people in town/friendliness - Clean and safe - Exclusivity - Arts, Theater - Intimacy

Brand Weaknesses

- Not referring guests to one another - Lack of communication among lodging entities - Nightlife - Lack of local business participation - Lack of local businesses knowledge about what’s happening in town - No communication plan/directives (activities) - No centralized marketing authority - Larger competition (resources) - We’re not helping one another

Opportunities

- Wine tasting rooms - V Marketplace – changing hands - Retail doesn’t participate in town strategy - Lack of space - Lack of experience - Mindset isn’t on shopping - Employees need to be educated on local stores, restaurants and activities - Corporate business opportunity? Retreat destination

Yountville Experience Ranking

- Wine/Culinary - Lodging - Shopping/activities - **** location! - Wellness/renewal

3. Target Audience

- High net worth (Henry’s) - Aspiring - Proud they’ve “arrived” - Seeks Special experience - Conference – high end - Repeat Guests - Local, national, international - Millennials go for activities/experiential - Personalized/story telling - Recognition programs

4. Communication Elements

- YV app for town happenings - Welcome package from Mayor creates intimacy - Free visitor wifi - Adding digital access in hotels for town happenings - Partnership with the Chamber. Chamber to manage local referrals? - Info system for all of the town’s offerings - How do we support businesses needing help? - Be authentic to the destination - Brand of Yountville combined with hotel efforts - Sophisticated experiences - Collateral piece on happenings - Multiple messaging platforms: kiosk, app, mobile, printed – MUST reflect luxury - Signature Events: o Helps maintain awareness o Drives new business o Don’t want mass promotion o Brand focused o Yountville residual o Multi – day - Concierge programs - to stay “local” - Website, social media updates

5. What’s Needed?

- Brand promise/strategy - Logo - Tactics - Communications Plan - Leadership within TID - Consultancy hire? - Partner with the Chamber o Website o Promotional events o Communications coordination - Marketing Tool Kit development for all businesses in YV - Proposal to accomplish above for next TID meeting from Black Glass - Estimate of fees/costs to accomplish above

From: Lisa Poppen [mailto:[email protected]] Sent: Wednesday, June 22, 2016 1:54 PM To: Sara Brooks ; [email protected]; James Cooper ; Steve Rogers ; Pam Simpson ; [email protected]; Charlene Peters ; [email protected] Cc: Clay VisitNapaValley ; Emily Hegarty Subject: TripAdvisor

Good Afternoon,

As most of you are aware, VNV is taking a fresh look at our paid advertising objectives to ensure we are focused on our goal to drive overnight stays during need periods in the valley. Part of this process is reviewing past advertising partnerships, that while valuable, may no longer fit squarely with the objective or hinder us from pursing other opportunities.

From my understanding, our partnership with TripAdvisor at both VNV and individual town levels has grown at varying levels of success over the years. TripAdvisor continues to play a big role in online research and travel booking for some of our guests, but the rising costs of owning a page has given us pause. Attached is our agency POV regarding the latest proposal which suggests that individual businesses, with direct revenue bookings, may be a better fit for placement than at the DMO level looking for awareness and engagement.

We are considering forgoing renewal of the buy. I have however reached out to TripAdvisor for a proposal that could be shared with partners to allow them first opportunity for advertising and content placement.

I am sharing this for your input and thoughts.

Best, Lisa

Date: 6/17/2016 Client: Visit Napa Valley

OBJECTIVE: Review TripAdvisor’s media contract and assess the value as it relates to the Visit Napa Valley brand and program objectives for FY2017

TRIPADVISOR VALUE PROPOSITION: • One of the leading online travel booking sites • Provide brands reach and scale within a wide variety of travel content • Millions of consumer reviews • TripAdvisor Media Network offers distribution across different travel sites* • “TripAdvisor, Inc. (NASDAQ: TRIP), through its subsidiaries, manages and operates websites under 24 other travel media brands: www.airfarewatchdog.com, www.bookingbuddy.com, www.cruisecritic.com, www.everytrail.com, www.familyvacationcritic.com, www.flipkey.com, www.thefork.com (including www.lafourchette.com, www.eltenedor.com, www.iens.nl, www.besttables.com and www.dimmi.com.au), www.gateguru.com, www.holidaylettings.co.uk, www.holidaywatchdog.com, www.housetrip.com, www.independenttraveler.com, www.jetsetter.com, www.niumba.com, www.onetime.com, www.oyster.com, www.seatguru.com, www.smartertravel.com, www.tingo.com, www.travelpod.com, www.tripbod.com, www.vacationhomerentals.com, www.viator.com, and www.virtualtourist.com.”

• *Source: comScore Media Metrix for TripAdvisor Sites, worldwide, February 2016 *Source: TripAdvisor log files, average monthly unique users, Q1 2016 • PARTNERSHIP EVALUATION: Historically, MeringCarson has seen the best results when utilizing TripAdvisor for programs that have revenue as a primary KPI.

Brand awareness campaigns still perform well from an ad metrics standpoint (impressions, clicks, ctr) but yield average results post-click* • *There are a number of factors that can attribute to a users’ post-click experience (site, page load times, site maneuverability, content relevancy etc.)

Given the difficulty for DMOs to track conversions, this lower funnel partnership becomes more difficult to quantify. From a brand awareness perspective, while it’s one of the leading travel booking sites and can deliver on standard metrics, other metrics, such as intent to travel, is not as contextually relevant as can be found by other true travel inspiration sites.

WHERE THERE IS OPPORTUNITY: Visit Napa Valley has expressed interest in co-oping the partnership with some of their properties/partners. This could be an opportunity worth exploring in effort to illustrate Visit Napa Valley value for its partners. This would allow Visit Napa Valley to be more efficient with their buy and allow TripAdvisor to deliver on what it does best - driving bookings and extended overnight stays.

IMPLICATIONS: Partnering with other properties may imply developing content/creative that specifically benefits these entities. Budgets do not currently allow for production of this level; but there may be a way to have partners cover these costs.

RECOMMENDATION: Given the variety of program objectives for the Visit Napa Valley brand it is our point of view that the contract should not be renewed. Instead, TripAdvisor will be considered on a case-by-case basis to certify the best media and value are properly aligned with each program’s core goals and KPIs. Ultimately, the flexibility will allow campaigns to be more nimble and cohesive, ensuring we’re getting the best media value and service for each campaign initiative.

2 Premium Destination Partnership

The Premium Destination Partnership (PDP) is a new exclusive opportunity for Destination Marketing Organizations (DMO) that allows partners to create and distribute unique, targeted content throughout more pages within their destination on TripAdvisor.

Tourism page 1. 728 x 90 ad unit 2. Hero image with attribution 1 3. Above the fold and persistent logo placement* 4. Discover module – entry point to other DMO content on TripAdvisor

2 5. Enhanced photo module featuring DMO selected images 6. Extension Opportunity (optional): DMO Travel Guide featured in 1st placement with Travel Guide section of page (not 3 shown) * All logos clickable to client website 4

Premium Destination Partnership | April 2016 | 1 Premium Destination Partnership

Tourism page (continued) 7. 300 x 250/300 x 600 ad unit 8. Map integration (once clicked) 9. Integrated Content Module: Showcases a mix (16 7 max) of articles, collections, events provided by DMO • Partner determines content displayed • Content on Tourism page is optimized for search 10. Direct links module linking to client site and social channels (up to 5) 11. Entry point to dedicated Destinations page 12. 300 x 250 ad unit

Premium Destination Partnership | April 2016 | 2 Premium Destination Partnership: New & Expanded Offerings

New Offering: Destination Page Dedicated page to showcase all content provided by DMO 1 1. 100% SOV 2. DMO logo (external linking) 2 3. Direct links module 4. Enhanced photo module featuring DMO selected images 5. Cross-promotion across articles, collections and events views New Offering: Articles Engaging way for partners to provide useful travel information for all potential travelers 3 • Up to 10 articles featured on site • Cross-Promotion module New Offering: Collections Curated lists provided by partners highlighting Hotels, Restaurants and Attractions around a theme of their choice • Up to 10 collections featured on site • Each collection contains up to 10 listings* 4 • Cross-Promotion module * Properties must be listed on TripAdvisor

Expanded Offering: Events Enhanced template to provide travelers with more insight Article page and information about upcoming events • Ability to upload up to 25 events • Includes external links to partner site for more detailed information, ticket purchase, etc. • Cross-Promotion module

Events 5

Collections

Premium Destination Partnership | April 2016 | 3 Premium Destination Partnership: New & Expanded Offerings

Expanded Offering: Forum Pages Integration Expanded Offering: Best of Destination Newsletter Valuable brand exposure among travelers actively conversing A member-based newsletter sent to users after browsing a about a destination; surrounds conversation with DMO branding specific destination on TripAdvisor 1. 728x90; 300x250/300x600* 1. Main Hero Image – clicks to the Tourism page on TripAdvisor 2. Direct links module 2. 300x250 ad unit – clicks to DMO/Tourism Board site 3. DMO-selected photo adjacent to ad unit

1 1

New Offering: Integration on Restaurant and Attraction Pages 3 2 • Expand exposure and branding to Restaurant and Attraction pages within your destination • Listings featured in Collections denoted with “i” icon; clicks externally to client site and directly into featured Collection

Expanded Offering: Mobile Platforms • Extend reach to users on the go and in market • Exclusive native placement within Mobile Web and App • DMO-selected hero image • Creates a consistent user experience across all platforms • 320x50 ad unit on mobile web • Direct links module

*Based on inventory and availability

Premium Destination Partnership | April 2016 | 4 Report job ID 1975965611 Publisher network name TripAdvisor ‐ DFP User [email protected] Report time zone (GMT‐05:00) Eastern Time Date range Jan 1, 2016 ‐ Apr 20, 2016

Order Proposal line item Month and year TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content January 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content January 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content January 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content February 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content February 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content February 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content March 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content March 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content March 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content April 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content April 2016 TA_Yountville_CoC_Aug 2015‐2016 Napa Valley Destination Content April 2016 TA_Yountville_CoC_Aug 2015‐2016 Run of Site January 2016 TA_Yountville_CoC_Aug 2015‐2016 Run of Site January 2016 TA_Yountville_CoC_Aug 2015‐2016 Run of Site February 2016 TA_Yountville_CoC_Aug 2015‐2016 Run of Site February 2016 Creative size Order start date Order end date Proposal line item comments 300 x 250 8/17/2015 8/16/2016 EN 300 x 600 8/17/2015 8/16/2016 EN 728 x 90 8/17/2015 8/16/2016 EN 300 x 250 8/17/2015 8/16/2016 EN 300 x 600 8/17/2015 8/16/2016 EN 728 x 90 8/17/2015 8/16/2016 EN 300 x 250 8/17/2015 8/16/2016 EN 300 x 600 8/17/2015 8/16/2016 EN 728 x 90 8/17/2015 8/16/2016 EN 300 x 250 8/17/2015 8/16/2016 EN 300 x 600 8/17/2015 8/16/2016 EN 728 x 90 8/17/2015 8/16/2016 EN 300 x 250 8/17/2015 8/16/2016 EN/Added Value 728 x 90 8/17/2015 8/16/2016 EN/Added Value 300 x 250 8/17/2015 8/16/2016 EN/Added Value 728 x 90 8/17/2015 8/16/2016 EN/Added Value Total: Ad server impressions Ad server clicks Ad server CTR 106,838 134 0.13% 67,632 247 0.37% 26,333 76 0.29% 52,017 165 0.32% 78,931 902 1.14% 50,483 155 0.31% 30,821 116 0.38% 121,855 1,640 1.35% 31,915 84 0.26% 25,009 110 0.44% 79,091 1,131 1.43% 12,383 37 0.30% 12,858 10 0.08% 2,333 6 0.26% 12,782 19 0.15% 6,298 5 0.08% 717,579 4,837 0.67% NVTID‐YOUNTVILLE

Guidelines for Social Media Marketing Reimbursement

NVTID‐Yountville governing board has determined that it is appropriate to allocate a portion of its annual budget to provide financial support to the individual NVTID‐Yountville lodging properties to reimburse that property for targeted social media advertising purchases that are appropriate for that specific property. Funding shall be provided on a reimbursement basis. The amount of total funding available shall be determined in the governing board’s annual budget process.

Program Eligibility Criteria

 Eligible Social Media: Trip Advisor, other online travel sites, Facebook, Twitter and other social media sites appropriate for the targeted audience and unique marketing needs for specific lodging property as determined by that lodging property.  The social media advertising must focus on the property’s Yountville location and not be of a generic Napa Valley focus.  Program is on an annual basis and each lodging property must use

Amount of Reimbursement: (Board to determine, below or ideas only)

Option 1: Up to a maximum of $2,500 per individual property. (Board to determine, could be more or less. At $2,500 each that would require a $27,500 allocation)

Option 2: For properties up to 20 rooms, a maximum of $2,000 per property.

For properties over 20 rooms, a maximum of $3,000 per property.

(option 2 would require allocation of $27,000. Question for the board is should there be a funding difference on size of property or not)

Reimbursement Process:

 To be eligible for reimbursement the individual lodging property must submit the following to Yountville Town Manager at 6550 Yount Street, Yountville, CA 94599 or by email at [email protected]:  1) cover letter outlining the targeted social media advertising program(s) for which it seeks reimbursement and address to where reimbursement payment shall be sent,  2) copies of the social media advertising, and  3) invoice/statements for costs incurred for the social media advertising purchase.  Request for reimbursement must be made no later than May 15 annually.   (Question for the board? Do you want to make creative costs eligible for reimbursement?

Administration of Social Media Advertising Reimbursement Program:

Town Manager, or designee, as the fiduciary agent for the NVTID‐Yountville is authorized to administratively review and approve Social Media Advertising Reimbursement Program related costs submitted by eligible NVTID‐Yountville lodging properties for Social Media Advertising Reimbursement Program support in the approved NVTID‐Yountville budget allocation for the program and are in compliance with the eligibility criteria.

Approved : July 21, 2016 NVTID‐Yountville Sponsorship Program Update

In 2016 The NVTID‐Yountville governing board made the decision to discontinue its special event marketing grant program. The governing board determined that the level of expenditure for these grants were not generating the appropriate return on investment, generating room bookings, or creating a longer term “stay in Yountville” message as there were often multiple lodging properties and other Napa Valley communities involved in the event.

The Governing Board realized that there may be opportunities for the NVTID‐Yountville to be involved in a more strategic or tactical manner and left open the possibility of funding or sponsoring events, but not in the wholesale manner or funding level it had in the past.

An email customized to each prior “grantee” was sent similar to below to each of the prior grant recipients.

“The NVTID‐Yountville at its last governing body meeting made the decision to cease the former general marketing support grant program.

The NVTID‐Yountville will consider, on a case by case, strategic partnerships that focus on Yountville, have a direct correlation to the booking of hotel rooms in Yountville mid‐week and during the shoulder season. The Board believes regional “Napa Valley” programming efforts are more appropriately the domain of Visit Napa Valley rather than the local TID.

If you are able to develop something that could work within these parameters we are willing to review and discuss. A very hypothetical idea could be concert ticket/lodging packages offered by our lodging tied to people booking a concert or activity on Tuesday‐Thursday when occupancy is not always at its peak. This is just one concept and there could obviously be other approaches as well.”

To date, we have received letters outlining potential sponsorship opportunities from the following:

Organization Amount Notes

Napa Valley Museum $10,000 more like a sponsorship

Napa Valley Vine Trail Coalition $ 5,000 general sponsorship

Napa Valley Film Festival $25,000 Appears more like grant

Napa Valley Performing Arts Center $30,000 Appears more like grant

Arts Commission Underpass Mural Project $15,000 new, one time sponsorship

For initial budget consideration, we could look at providing an initial allocation of $50,000 (or other amount determined by the Board) that would provide funding pot for potential sponsorship opportunities the boards approves. The Board would then have the ability to consider sponsorship opportunities that might occur during the year without amending budget but would not have the obligation to spend up to that amount. Any remaining sponsorship allocation not expended during the budget year would be reprogrammed at the end of the year. The NVTID‐Yountville Governing Board will need to make the following determinations:

1. What amount of funding, if any, do you want to allocate for potential sponsorships? 2. Review of the requests to determine if any interest in funding the requests? 3. If interested, determine what sponsorship amount to provide? 4. Provide additional input, criteria, related to sponsorship program?

Contracts for services such as producing the NVTID‐Yountville Visit Napa Valley Arts in April event, Trip Advisor and social media management services, and additional holiday lighting installation costs are not included here as those entities perform those projects on behalf of the NVTID‐Yountville and not under a grant program.

Copies of the funding request letters/information are attached for your review and evaluation:

1. Napa Valley Museum 2. Vine Trail Coalition 3. Napa Valley Film Festival 4. Napa Valley Performing Arts Center at the Lincoln Theatre 5. Yountville Arts Commission Underpass Mural Project

June 14, 2016

Steve Rogers, Town Manager Town of Yountville 6550 Yount St. Yountville, CA 94599

Dear Steve,

Thanks for meeting with me to talk about the Napa Valley Museum and our wide array of public programming.

I respectfully request a $10,000 sponsorship from the Yountville-TID to support a cooperative marketing and hospitality partnership with Yountville lodging partners.

The goal of the sponsorship is to improve and enhance the Yountville Visitor Experience during Cabernet season in FY17 by offering Yountville lodging businesses an added amenity and an exclusive benefit for their guests: complimentary Museum admission.

One thousand five hundred (1,500) complimentary admission passes would be provided at no-cost to lodging entities, and would be an additional benefit for them to advertise and offer to guests as they see fit. Each property would have full discretion as to how to use Museum passes to their own maximum benefit. Possibilities include using complimentary admissions passes to reward return visitors, to incentivize re-booking, as a point of differentiation with other towns, to entice an extra night of lodging for those already considering Yountville, or to drive mid-week traffic.

Sponsorship Synergy and Benefits Yountville overnight visitors are overwhelmingly well-educated and sophisticated. While it is undeniable that exceptional food and wine is the primary draw to our region, these visitors also expect world-class, authentic cultural opportunities to complete their Napa Valley experience. Napa Valley Museum has a demonstrated history of providing world- class exhibitions and innovative programming. Past featured artists include Ira Yeager, Charles O’Rear, Miles Davis, Wayne Thiebaud, and Stephen DeStaebler.

A $10,000 sponsorship supports the audience development goals of both Yountville-TID and Napa Valley Museum by: • Adding Yountville-centric visitor amenities to lodging properties’ offerings. • Offering lodging properties flexibility in how they drive traffic throughout Cabernet Season.

Napa Valley Museum | PO Box 3567 | 55 Presidents Circle, Yountville, CA 94599 Phone 707.944.0500 | Fax 707.945.0500 | www.NapaValleyMuseum.org

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• Rewarding loyal lodging customers. • Providing valuable financial support to a stable pillar of Napa Valley’s cultural community.

In addition, Yountville visitors benefit by being offered a real, tangible benefit in exchange for the higher tax they pay for lodging in Napa County. This creates good will for the lodging properties (the collectors of the tax), as they are identified as the providers of the exclusive benefit.

The Museum would recognize this Yountville TID partnership with: • A “Stay in Yountville” message on our website that drives visitors to yountville.com (or a page of your preference). • Name recognition as a Business Supporter, alongside distribution of the printed Yountville Business Directory. • Regular communication (at least quarterly) with Yountville concierges or property designees about upcoming events, exhibitions, and activities at the Museum.

Museum Programming in FY17 Napa Valley Museum plans a robust array of public programming from July 2016 – April 2017 targeted towards five specific visitor audiences: Millennials, Gen X-ers, Baby Boomers, Parents, and their kids (whether elementary school-aged or teenagers).

Down the Rabbit Hole: innovative independent video games is a bold new, interactive exhibit at the Napa Valley Museum that invites visitors into the conceptually-driven world of independently-produced video games that are about more than just “play.” On view Wednesdays through Sundays from July 2016-January 2017, the exhibit includes interviews with developers, developmental artwork and video, and fully playable versions of six actual games.

In addition to the core exhibit, the Museum will present 12 public programs (1-3 each month) designed to enhance the visitors' experience to Napa County by providing engaging (and educational) cultural programs.

From January 2017 – April 2017, we will present a more traditional art exhibit titled Wabi Sabi. Wabi Sabi has many translations. Some describe wabi sabi as a Japanese view of life that embraces a simple aesthetic that grows stronger as inessentials are eliminated. Others describe it as the art (or beauty) of imperfection. Our show will feature prominent Bay Area and international artists (including Andy Goldsworthy) displaying art objects that display a serene beauty despite their apparent imperfections. This show expresses our evolving theme to encourage audience to linger, savor, and extend their experience, much

Napa Valley Museum | PO Box 3567 | 55 Presidents Circle, Yountville, CA 94599 Phone 707.944.0500 | Fax 707.945.0500 | www.NapaValleyMuseum.org

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like how our local culinary and viticultural superstars want people to fully appreciate their offerings. Giving oneself the opportunity to take the time to experience the best life has to offer is the essence of a vacation to Napa Valley.

For history lovers and heritage tourists, we offer The Land and People of the Napa Valley, our ongoing exhibit that provides an overall context of the Napa Valley, from the geology that shaped the land, to the numerous cultures who called this area home, to its evolution to a modern-day hospitality mecca.

Contemporary art enthusiasts will be able to experience the work of 6 different local artists in our Spotlight Gallery, where we will be featuring work by Amber Imrie, Boback Emad, Julie Crane and Jim Stitt (Anchor Steam Brewing), among others.

Conclusion A continued partnership between Yountville-TID and Napa Valley Museum directly benefits Yountville lodging properties, the Museum, and Yountville visitors. Yountville residents (and other Napa County residents) also benefit from the availability of world-class art, history, and cultural programming.

Thank you for considering this opportunity. Please do not hesitate to contact me with any questions or concerns you may have.

Sincerely,

Phil Kohlmetz Executive Director

Napa Valley Museum | PO Box 3567 | 55 Presidents Circle, Yountville, CA 94599 Phone 707.944.0500 | Fax 707.945.0500 | www.NapaValleyMuseum.org

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July 5, 2016

Dear Members of the Yountville Tourism Improvement District,

We are reaching out with an opportunity for you to be involved in a project that will enhance the visitor experience in Yountville. The Yountville Underpass Mural Project has been discussed for 10 plus and it is finally becoming reality. The goal of this project and the Yountville Arts Commission is to install a FINE ART mural at the main entrance to our Town located on California Drive. The result will be a welcoming space that will WOW visitors and locals alike.

This process starting gaining momentum about a year ago when the Yountville Arts Commission picked it back up after 10 years on the shelf. In January, we hosted a community meeting where we solicited input from businesses and residents to choose the artist/s for the project. The community chose Sofia Lacin and Hennessey Christophel with LC Studio Tutto. Since then, we have been gathering information and have begun our fundraising campaign to see this dream become a reality. On July 11, the Arts Commission will be seeing the potential designs for the first time. On July 14, the Community will have the ability to see and vote on the design they like best. We see this project being completed in late 2016.

Our goal is to raise the $85,000 to complete the project. To date, we have raised over half of the needed funds to complete both walls of the underpass with a fine art mural. This includes $25,000 in general fund support from the Town of Yountville as well as a generous $15,000 from the Vine Trail Coalition and donations from other businesses and individuals. We believe this is the perfect opportunity for the Yountville TID to show their support of the arts in Yountville and become a partner in this project.

Yountville Arts 6516 Washington Street Yountville, Ca 94599 Staff Contact: Samantha Holland (p) 707.948.2627 (f) 707.944.1586 Email: [email protected] Website: www.yountvillemural.com We are requesting a $15,000 commitment from the Yountville TID. As a thank you, we can offer prominent placement of EACH lodging properties name on the art plaque to be located adjacent to the mural. We will also offering a thank you plaque for the TID to be located on the Vine Trail Rest Stop on California and Solano as well as a VIP tables for 16 at the celebration and grand opening for the TID to use as they deem appropriate. We will also offer each lodging property the highest level of recognition offered which will includes:

 Social Media Promotion (Facebook, Twitter, Instagram)  Website Presence  Email Blasts  Press Releases  Print Ad Recognition  Inclusion on program for celebration

We look forward to achieving our goal of improving the visitor entrance to Yountville and continuing to place Yountville on the map as an art destination. This fine art installation will be something that we can all be proud of for decades to come. We encourage the Yountville TID to be a partner is seeing this dream become a reality.

Sincerely,

Samantha Holland, Parks & Recreation Director on behalf of the Yountville Arts Commission

June 15, 2016

Yountville Arts is pleased to announce the drive to fund the Yountville mural begins today!

 We heard the need to enhance the entrance to our town…  We researched and vetted the project…  We asked for your input on styles…  We invited you to select just the right artists…  We are gearing up to have you weigh in on the final design…(Community Meeting on July 14 at 6PM)  Now, it is time to raise the funds needed to make it a reality!

Our amazing artists, Hennessey Christophel and Sofia Lacin of LC Studio Tutto are working on the design based on the survey completed by our residents. They will be presenting several options to us in July. We will then be turning to the public to choose the final design. Sofia and Hennessey are scheduled to begin painting in late September. Can you believe it? It is really going to happen and it is going to be beautiful.

The Town of Yountville, as determined by our supportive Town Council, have kicked off the fundraising by granting us $25,000 to get started. We also have two other significant pledges in the works. Our goal is $85,000 and we know we can get there! We are reaching out to our local businesses, residents and organizations to make this dream a reality. When completed, this will be a stunning work of fine art that will enhance the gateway to our Town for decades and frame the experience that is Yountville. Don’t you want to be a part of this?

Everyone has the ability to be a part of making this dream a reality. All levels of donations are welcome and each donor will receive thanks and recognition. For more information on sponsorship levels, please view the attached flier or log on to www.yountvillemural.com where you can donate online!

Please join us in making this groundbreaking project a reality!

Sincerely,

Kimberly Cook Arts Commission Chair

ABOUT OUR ARTISTS

LC Studio Tutto is an art and design team composed of Sofia Lacin and Hennessy Christophel. The duo works collaboratively to create large-scale public art—infusing spaces with life and identity to encourage a connection between people and their environments.

The team has collaborated with municipalities, architects, developers, and businesses, to translate feelings and ideas into works of site-specific visual art. LC Studio Tutto has created over 70 murals, custom paintings, and interactive installations throughout California. With each project they work closely with the client to produce a piece of art that reflects its surroundings and resonates with the community.

Artists Sofia and Hennessy grew up in Sacramento, California. Sofia studied art and Italian at University of California, Davis and in Florence, Italy, with a focus on large scale, gestural abstract paintings. Hennessy studied art at University of California Santa Cruz, focusing on detailed illustration and bookmaking. As a team, they bring together their individual artistic strengths to create artwork that is rooted in abstract expression while furthering a defined narrative.

Lacin and Christophel design and work collaboratively from their Los Angeles and Bay Area studios, and fabricate artwork together on-location throughout California.

Visit LCSTUDIOTUTTO.COM to learn more about our artists! BEYOND A MURAL Yountville Underpass Fine Art Mural SPONSORSHIP OPPORTUNITIES

$5,000 $1,000 $100 + to to

$4,999 $999

• Social Media • Promotion • Thank you on Promotion (Facebook, Twitter, social media (Facebook, Twitter, Instagram) (Facebook, Twitter, Instagram) • Website Presence Instagram) PATRON PATRON • Website Presence • Email Blasts • Website Presence

• Email Blasts • Press Releases • Print Ad COLLECTOR COLLECTOR • Press Releases • Print Ad SUPPORTER Recognition • Print Ad Recognition • Recognition at Recognition • Placement on Art celebration event • Main placement Plaque on Art Plaque • VIP Seating for 2 • Thank you Plaque and recognition at on Vine Trail Rest the celebration Stop • Inclusion on program for celebration Show that you are an advocate for the arts • VIP Table for 10 and opportunity to by being a supporter of this speak at groundbreaking art installation in the Heart celebration of the Napa Valley. Join Yountville Arts in making this dream become a reality!

Donate today at www.yountvillemural.com or call (707) 948-2627

Charitable Notice: The Town may accept any gift made to or for the Town for any public purpose consistent with California Government Code Section 37354. If the gift does not limit the uses to which the property received or the income or increase from it may be put, it may be put to any uses the Town directs pursuant California Government Code Section 37355. Gifts to the Town are considered charitable contributions and are tax deductible, so long as the gift is for entirely public purposes. 26 U.S.C. § 170(c)(1). Please consult your tax advisor as to the tax consequences of your donation.

TOWN OF YOUNTVILLE MIDWEEK STAY PROMOTION

Objectives 1) Increase room‐night bookings at Yountville lodging properties on Monday, Tuesday, Wednesday and Thursday evenings at the front end of NVFF, while maintaining high sold‐out booking levels on Friday and Saturday. 2) Increase awareness of the exciting Napa Valley Film Festival (NVFF) activities taking place in Yountville. 3) Underscore the desirability of Yountville as the preferred lodging basecamp during NVFF for festival attendees visiting from outside the area.

Promotion Elements

NVFF will collaborate with Yountville’s lodging properties to offer a single special NVFF promotional package. The package will have a simple message:

“Book a room at a participating Yountville lodging property for a film festival stay that includes Tuesday and Wednesday evenings (November 8 and 9), and earn a $100 credit to spend on the NVFF pass(es) of your choice.”

The fine print will specify that we’re assuming 2 people per room, and that the $100 credit is specifically $50 per person on the booking; thus when they purchase the passes with us, they’ll be receiving $50 off each of 2 passes. The passes the customer can choose from can simply be our enhanced Midweek Pass (traditionally covering Wed/Thu activities, but now also including the full day of Yountville sneak preview screenings on Tuesday), our full Festival Pass, our Pass Plus, or even our Patron Circle VIP offerings. The customer can choose.

Together, we will promote full festival participation, with stays as long as one full week, checking in Monday November 7 and checking out Monday November 14. But whatever the length of the stay, the hook of the promotion is that the $100 credit is earned by booking Tuesday and Wednesday nights.

Yountville Lodging Property Participation

Participating Yountville lodging properties promote the entire week, from Monday, November 7 through Sunday, November 13 as Napa Valley Film Festival Week. NVFF will collaborate with each property to create attractive rates for film fest week, with a mutual goal of filling rooms on the normally slower weekday nights, and avoiding selling too many rooms on the weekend to visitors not in town to attend the film festival.

The lodging properties will take bookings and will provide the promotional credit redemption information to new guests when the bookings include Tuesday and Wednesday nights. The guests will contact NVFF to apply their credit to the NVFF passes of their choosing. NVFF and the participating lodging properties will maintain close communications to track the accuracy and completeness of information on guests booking for the film festival and qualifying for the credits.

NVTID‐Yountville Support ‐ NVFF requests a grant of $25,000 to support NVFF’s work to create and market the targeted Yountville midweek stay promotion. ‐ NVFF will collaborate with participating lodging properties to monitor and report on the success of the promotion. Best results will come from participating properties embracing the promotion in full.

Final details to be fleshed out in partnership with NVTID‐Yountville and participating lodging properties.

NVFF Contact: Katie Carpenter, Community Relations & Partner Marketing Manager. [email protected] From: Steve Rogers Sent: Friday, July 08, 2016 10:28 AM To: Julie Baldia Subject: FW: NVTID-Yountville and NVFF 2016

For TID file

Steven Rogers

Town Manager Town of Yountville 707.944.8851 fax 707.944.9619

??Please consider the environment before printing this e-mail.

Confidentiality Notice: The information contained in this message may be privileged and/or confidential and protected from disclosure. If the reader of this message is not the intended recipient or an agent or employee responsible for delivering this message to the intended recipient, you are hereby notified that any dissemination distribution or copying of this communication is strictly prohibited. If you have received this message in error, please notify us immediately. Thank you!

From: Steve Rogers Sent: Monday, March 07, 2016 10:32 AM To: 'Marc Lhormer' Cc: Brenda Lhormer ; John Dunbar ; Katie Carpenter ; Steve Rogers Subject: RE: NVTID-Yountville and NVFF 2016

Hello Marc and Brenda:

Thank you for your outline. My initial observation is that this proposal, while focused on mid-week, is not exactly what the governing board members had in mind as you are requesting a $25,000 grant to execute. Based on board discussions it appears to me that they are looking for something that is directly linked to actual booking mid-week or tied to your NVFF event. For example only, programs such as perhaps there is a credit or the TID includes the cost of the NVFF pass if bought in connection with a hotel lodging promotion booked at the hotel. There could be other ideas but the governing body has indicated they are not doing blanket “grants” but want to see something directly linked to the actual booking of a room. Perhaps John who has been part of the discussions can expand or add his thoughts.

Steven Rogers

Town Manager Town of Yountville 707.944.8851 fax 707.944.9619

??Please consider the environment before printing this e-mail.

file:///S|/...District/TBID%20Agenda%20Packets/2016/New%20folder/Email%20FW%20NVTID-Yountville%20and%20NVFF%202016.txt[7/14/2016 1:29:09 PM] please notify us immediately. Thank you!

From: Marc Lhormer [mailto:[email protected]] Sent: Monday, March 07, 2016 8:34 AM To: Steve Rogers Cc: Marc Lhormer ; Brenda Lhormer ; John Dunbar ; Katie Carpenter Subject: NVTID-Yountville and NVFF 2016

Good morning Steve … and also to John (fun seeing you yesterday at CabFest) …

Checking with you about timing and process for considering working together on a midweek promotion for the upcoming film festival. We’ve outlined how such a promotion might work and would love to talk with you and your committee.

Have a look and let us know about any feedback and next steps.

Thank you!

Marc

------Marc Lhormer, founder Executive & Artistic Director

e: [email protected] o: +1-707-226-7500 | c: +1-707-227-7620

Napa Valley Film Festival The Ultimate Film, Food and Wine Experience November 9 - 13, 2016 www.napavalleyfilmfest.org Twitter | Facebook | Instagram | 2015 Highlights

file:///S|/...District/TBID%20Agenda%20Packets/2016/New%20folder/Email%20FW%20NVTID-Yountville%20and%20NVFF%202016.txt[7/14/2016 1:29:09 PM] Organizational objectives and activities

The Napa Valley Performing Arts Center at Lincoln Theater is a comprehensive performing arts center dedicated to the cultural and artistic wellbeing of the Napa Valley. From presenting world‐renowned artists and producing Symphony Napa Valley, to creating and sustaining arts education and access programs in schools and at our theater, the Lincoln theater is a 501(c)3 nonprofit organization that nurtures the artists and audiences of tomorrow, while sustaining a more vibrant and engaged community today.

SECTION C – PROJECT BUSINESS PLAN & SUMMARY OF REQUESTED FUNDING

• Provide a detailed business plan for the requested project. Include project description, purpose, location, duration, etc.

This Cabernet Season the Lincoln Theater is presenting a special partnership with Yountville Hotels that will include a series of four shows to be branded as the Town of Yountville Stay and Play Series. These programs will not only engage and enrich our community, but also attract visitors, enhance the guest experience in Yountville, and help build Yountville as a destination for the arts as well as food and wine. This partnership will include a flat package price for tickets (not only to the series shows but for all Lincoln Theater offerings) that hotels can easily use to provide an arts based destination for their visitors looking for entertainment options. The program will also include lodging property specific, high end pillow cards that list upcoming shows and are branded for each participating property. Hotel Yountville has already agreed to test a pilot program outside of Cabernet Season to assist in working out all details so that the program is turn key.

The Lincoln Theater’s Cabernet Season programming focuses on the shoulder months (December – March) to help attract visitors and maintain a healthy economy in the off season. Outside of these months, the theater’s marketing efforts will continue to build on Yountville’s status as a destination for world‐class culture, arts, food and wine in the Napa Valley, in addition to building a market for visitors during the shoulder months. (Please note that some of the performances listed below are tentative and still under negotiation and therefore should be considered confidential.)

Looking at the upcoming Cabernet Season, the Lincoln Theater is offering a diverse array of programming:

 Latin Music Event: A spectacular program of popular Latin music (February)  Symphony Napa Valley: Violinist Michael Guttman leads the Symphony Napa Valley with three concerts. (October, November, April)  Country/Bluegrass: At least one major country/bluegrass music performance. Past shows: Carlene Carter, Travis Tritt, Punch Brothers, Chris Thile and Oakridge Boys (December)  A Capella: A Capella extravaganza with groups from around the state and featuring national level performers such as Mo5aic and Voice Play (January)  Mariachi Vargas: The world‐renowned Mariachi Vargas will return after 3 sold out performances (March)

 CabFest Napa Valley: A three‐day celebration of the Cabernet wines of the Napa Valley, this is our largest event of the year, and although we have listed it here as part of the Cabernet Season, we are budgeting this event separately and have submitted an independent request to Yountville TID for marketing support of this festival (March)

 Mid‐week Events: o Speakers: Our speaker events are scheduled during the week and have included Elvis Costello, Michael Pollan, Eben Alexander, and Garrison Keillor. o A Place for Art in the Napa Valley: The Lincoln Theater is also home to other events that build audiences for winter programs and also allow Yountville to be featured as a key destination for arts and culture. These festivals include the Napa Valley Jazz Getaway, the Napa Valley Film Festival (3,500 patrons ‐ 80% from outside Napa) and Festival Napa Valley (3,200 visitors ‐ 40% from outside Napa).

All Stay and Play in Yountville events will take place at the Lincoln Theater located here in Yountville and will run from October to April, with a focus on the shoulder months of December to March.

The majority of our programs during the Cabernet season draw audiences from outside the Napa Valley. There are three main tourism groups we are targeting; Overnight semi‐local visitors, weekenders and longer‐stay vacationers. The overnight semi‐local tourists are primarily in surrounding counties that want to have the wine, food and entertainment offerings in the valley. These locals are often mid‐week visitors and Sunday visitors. Weekend visitors try to drive up after work on Thursday or Friday and remain in the valley until Sunday. Weekend visitors usually live within a 3‐hour drive of Napa Valley. Long‐term visitors come from further away and have a greater desire for entertainment that is not specifically wine or food related.

The Stay and Play in Yountville performance schedule will include events most Thursdays, Fridays, Saturdays and Sundays from December through March. It will be heavily marketed to Northern California in the print and radio markets. Online marketing will be pushed out across Northern California, with some online marketing across the US. Lincoln Theater draws primarily from the Northern Bay Area with strong growth in the Sacramento area.

Demographics of the current Cabernet Season indicate that an average of roughly 36% (as of March 1, 2016) of visitors are from out of town (not living in Napa and Sonoma Counties), a nearly 10% increase in out of town visitors from the year before (27.42%). Two interesting trends continued during this year’s analysis. Each out of county visitor spent an average of 34% (up from 28.38% last year) more per ticket than local attendees. There was also surprisingly high turnout by out of town visitors for local productions such as high school plays and musical performances. This was probably the result of extended family making the effort to see students. People who traveled for an event were more likely to buy the best seats in the house. They spent an average of $16.91 more per ticket than local patrons. Anecdotally, the box office noticed a considerable uptick in potential visitors asking about accommodations and local dining locations. By specifying a series called Stay and Play in Yountville and with the strong ticketing tie in, this will directly benefit the hotels in Yountville.

According to Visit Napa Valley and the results of the 2014 Economic Impact and Visitor Profile study conducted by their partner Destination Analysts, the average visitor spends $150 per day per person. Overnight guests spend $389 per person per day which will result in a meaningful boost to Napa County.

• Goal of the project – what will it achieve in advancing Yountville’s hospitality and tourism Goal of the project – what will it achieve in advancing Yountville’s hospitality and tourism sector?

The Stay and Play in Yountville Series part of Cabernet 2015‐16, with a focus on December– March, encompasses a series of events and performances that will not only engage and enrich the lives of local residents but also attract new visitors to Yountville. Yountville is already established as the center of legendary Napa Valley, the premier food and wine capital of the world. When asked why people visit Napa Valley, food and wine are the top two reasons given. A recent study by Visit Napa Valley concludes that the Arts are the 3rd main draw. Looking to build on Yountville’s status, the Lincoln Theater is a key part of that 3rd draw during the shoulder season.

The Lincoln Theater is a critical part of the arts programming in our community. At 1,200 seats, the theater is the largest performing arts venue in Napa Valley. With a full‐size orchestra pit and fly system, it is uniquely suited to presenting major touring shows, concerts and festivals, giving Yountville pride of place for cultural programming that draws out of town visitors. Further, the performing arts are an excellent match to Yountville’s local economy as the arts high season correlates with the slow season for many of the town’s hotels, restaurants and businesses.

By creating a direct partnership that includes a branded series to market as well as vouchers that the hotels can directly offer guests and interested parties through packages, we can cement a relationship that is mutually beneficial for all involved.

• Will the economic benefits extend beyond the Town of Yountville? What is the impact on Napa Valley at large vs. the local Yountville community?

The Stay and Play in Yountville Series will be an exciting combination of top entertainment and quality community programming. These entertainment offerings will result in increased overnight stays in Yountville lodging establishments and increased visits to Yountville restaurants and merchants. The benefits will however extend beyond Yountville based on the sheer number of audience/patron visits for shows.

• What is the methodology used for determining how this project/event/product will result in increased lodging, room‐night bookings?

By analyzing packaged ticket sales, ROI on out of town marketing and through the strong partnerships aspect with Yountville hotels, the Lincoln Theater will be able to track and monitor visitor numbers and overnight guests, and see the impact of TID funding on Yountville’s local economy.

• Describe the scope and status of outreach that has already occurred and is in place to engage Yountville’s lodging establishment and make them part of this effort.

The Lincoln Theater has established strong local partnerships and is building new alliances with Yountville lodging establishments. We have contacted over 400 restaurants, hotels, merchants and wineries to build on existing relationships and establish new partnerships for Cabernet Season. From hotels such as Bardessono to restaurants such as Hurley’s, we have strong alliances in place that will help make this season a success.

Yountville lodging establishments are a major component of our plan. The Stay and Play in Yountville Series hotel packages will encourage extended stays before and after each show. Aggressive marketing efforts will highlight these establishments. Over the past year we have worked with Hotel Yountville, Bardessono, and others.

We are similarly engaged in outreach to Yountville restaurants, wineries and merchants like Hurley’s, Jessup Cellars, the Yountville Chamber of Commerce and others in the valley. Further, the Lincoln Theater website, lobby signage, and season programs have information acknowledging all partners and suggesting nearby lodging and other accommodations, especially those of our partners, and driving clients to the chamber website.

The financial support of The Napa Valley Tourism Improvement District ‐ Yountville is crucial to the success of the Lincoln Theater. It provides vital marketing dollars that we can leverage to provide greater exposure. More importantly, it provides a stamp of approval and validity to the events, which can be utilized to attract even stronger partnerships.

Partner benefits will include general marketing and media exposure, including in local and Bay Area media, collateral materials, venue signage, website, web and traditional advertising. There will be preferential status Stay and Play in Yountville Series Events (including limited VIP passes and special sponsor events). There will be public recognition for supporting the performing arts and access to select Lincoln Theater mailing lists.

For support at the $30,000 level the Napa Valley Tourism Improvement District Yountville will receive:

 Implementation and refinement of the Yountville Hotel ticket voucher system and pillow card creation.

 Inclusion of phrasing such as “Mariachi Vargas is part of the Stay and Play in Yountville Series” with the Chamber website info (or some other similar phrasing) on a minimum of six (6) advertising campaigns outside of the Napa Valley for events produced by the Lincoln Theater. This will be a naming line on print advertising, social media, rack cards, radio, etc.

 Inserts in programs for all Lincoln Theater presentations and productions. Program inserts will include phrasing such “The Hotels and Inns of Yountville are pleased to support the Napa Valley Performing Arts Center at the Lincoln Theater. Enjoy the performance and plan to stay in Yountville the next time you return.” Also included will be the logos of the 11 properties in Yountville, as well the Chamber of Commerce and Town logos.

 Framed lobby poster containing above verbiage and logos for all visitors of the Lincoln Theater to be hung year round with an estimated exposure of 20,000+.

 Chamber logo placement on all Lincoln Theater rack cards, which are distributed throughout the Bay Area and Sacramento. Current distribution is around 76,000 and rack cards are distributed to over 525 sites outside of Napa County.

 Provide copies of marketing materials as a part of annual year‐end report.

• Is this expected to be an on‐going or one time project? Will it build upon existing or previous activities or programs?

The Stay and Play in Yountville Series will be an ongoing annual project with a special focus on programming from December – March. Outside of these months, the Lincoln Theater’s marketing efforts continue to build on Yountville’s status as a destination for world class culture, arts, food and wine in the Napa Valley, in addition to building a market for visitors during the shoulder months. As the theater continues its annual programming, our marketing becomes more focused, returns can be analyzed, and our outreach expands, allowing for marketing funds to be more effective each consecutive year, thus translating to a better return for Yountville.

• Who is the target audience and what is the expected number of participants/spectators?

The majority of our programs during the Cabernet Season draw audiences from outside the Napa Valley. There are three main tourism groups we are currently targeting: overnight semi‐local visitors, weekenders and longer‐stay vacationers. The overnight semi‐local tourists are primarily in surrounding counties that want to have the wine, food and entertainment offerings in the valley. These locals are often mid‐week visitors and Sunday visitors. Weekend visitors try to drive up after work on Thursday or Friday and remain in the valley until Sunday. Weekend visitors usually live within a 3‐hour drive of Napa Valley. Long‐term visitors come from further away and have a greater desire for entertainment that is not specifically wine or food related.

• Provide expected number of attendees (local and out‐of‐town guests).

Stay and Play in Yountville Series 2,800 attendees – at least 840 from outside the Napa Valley

Cabernet Season Programming: 30,000 attendees – at least 8,100 from outside of the Napa Valley.

• Who will be responsible for creating and managing the project? What is their past Experience with this type of project and the scope of work they will implement?

We have assembled a stellar creative team including:

Christian Parks (Operations Manager) has successfully managed event ticketing for Festival Napa Valley (one of the most successful Classical Music Festivals in the country) as Administrative Director. He also ran commercial and university events for thousands of people through ARAMARK.

Patricia Moskowite (General Manager) has eight years of experience running all aspects of events at the Lincoln Theater. She is a fifth generation Napa native (and, yes, Moskowite Corners near Lake Berryessa is named after her family). After completing a degree in Finance, Patricia did a significant amount of traveling around the world, including living and working in France and New Zealand. Moskowite joined the Lincoln Theater in 2006, and has worked in all areas of theater management. Most recently as Production Manager, handling the technical staff.

Christopher DeNatale (Foundation Director) Christopher DeNatale has worked for 15 plus years in media marketing, event production, PR, Venue Management and Audience Development. He has worked for CBS, iHeartMedia, Granite Broadcasting, Entercom Communications, Cumulus Radio, and SF Media Company were he rose to the position of Vice President of Integrated Marketing. He has also held the position of Marketing Director for City Winery, a national music venue, and ArtistWorks, an online music learning start‐up. He was originally hired into that capacity at Lincoln Theater prior to becoming the Foundation Director. He has produced events with and for the Oakland Raiders, San Francisco Giants, San Jose SaberCats and the Oakland Athletics. He is a graduate of Saint Mary’s College of California with a degree in English and Communications. He currently serves as a Recreation Commissioner on the City of Napa Parks and Recreation Commission. He lives in Napa with his wife Julia and three children.

Laila Aghaie (Education and Outreach Director) has over 25 years experience in education and nonprofit development. As a K‐12 writing and arts educator, she has developed language, dance and art programs throughout the Bay Area. She also has extensive background organizing community events, forums, debates, presentations, and fundraisers. In 2010, Laila founded Napa Writes to expand the literary arts in the Napa Valley. This program, which has tripled in size since it began, helps young writers explore language and make writing a meaningful part of their everyday lives. She has led efforts to expand and strengthen collaborations with a diverse range of partners, including school districts, principals, teachers and administrators, City agencies, and community‐based organizations.

• Identify the name and role of any project partners or sponsors.

The Lincoln Theater has partnered with Napa Valley Vintners, Visit Napa Valley, City of Yountville, Yountville Chamber of Commerce, Vine Shuttle, Wine Train, Yountville Trolley, Bardessono, Hotel Yountville, Jessup Cellars, Hurley’s, and more.

Sponsors enjoy marketing & media exposure that can include:

• Local & national media, collateral materials, venue signage, website, web and traditional advertising and at pre‐festival trade/press event. • Preferential status at events (including limited VIP passes and special sponsor events). • Public recognition for supporting the performing arts and education programs.

• Schedule for implementing project, which will vary depending on a product or event.

May 1, 2016: Pilot program launch with Hotel Yountville June 1, 2016: Programming Dates set and Tickets on Sale July 1, 2016: Programs Announced and Tickets on Sale July – November 2016: Sponsors Set and Full Marketing Roll‐out December 2016‐ April 2017: Performances and Shows Begin March 2017: CabFest Napa Valley April 2017: Conclusion of the Season

From: Steve Rogers Sent: Thursday, July 14, 2016 12:22 PM To: Julie Baldia Subject: FW: Partnership Proposal

Please include this as well.

Steven Rogers

Town Manager Town of Yountville 707.944.8851 fax 707.944.9619

??Please consider the environment before printing this e-mail.

From: Steve Rogers Sent: Wednesday, March 23, 2016 3:06 PM To: 'Christopher Denatale' Cc: Steve Rogers Subject: RE: Partnership Proposal

Thanks Chris

I see you are requesting $30,000 for the program but there would only be one hotel. That will not work. Also, they are looking for something much more transactional where the grant is based on the actual booking and not a lump sum grant.

Steven Rogers

Town Manager Town of Yountville 707.944.8851 fax 707.944.9619

??Please consider the environment before printing this e-mail.

From: Christopher Denatale [mailto:[email protected]] Sent: Wednesday, March 23, 2016 2:36 PM

file:///S|/...ment%20District/TBID%20Agenda%20Packets/2016/New%20folder/FW%20Partnership%20Proposal%20Lincoln%20THeater.txt[7/14/2016 1:26:36 PM] To: Steve Rogers Subject: Re: Partnership Proposal

I was hoping to go over it in person but please see attached. Let me know what your thoughts are and if we can talk about it in greater detail.

All the best, Chris

Christopher J. DeNatale Foundation Director Sr. Director of Marketing & Development

Napa Valley Performing Arts Center at Lincoln Theater 100 California Drive, Yountville, CA, 94599 707-944-9900 ext. 5842 www.lincolntheater.org

On Mar 23, 2016, at 1:48 PM, Steve Rogers wrote:

Hi Chris, was there supposed to be an attachment?

Steven Rogers

Town Manager Town of Yountville 707.944.8851 fax 707.944.9619

? Please consider the environment before printing this e-mail.

From: Christopher Denatale [mailto:[email protected]] Sent: Wednesday, March 23, 2016 12:58 PM To: Steve Rogers Subject: Partnership Proposal

Hello Steve, We have put together a proposal and have Hotel Yountville lined up to be the pilot program to test. Would love the chance to have coffee with you some time soon and get your feedback. Let me know what your schedule looks like next week.

Thanks, file:///S|/...ment%20District/TBID%20Agenda%20Packets/2016/New%20folder/FW%20Partnership%20Proposal%20Lincoln%20THeater.txt[7/14/2016 1:26:36 PM] Chris

Christopher J. DeNatale Foundation Director Sr. Director of Marketing & Development

Napa Valley Performing Arts Center at Lincoln Theater 100 California Drive, Yountville, CA, 94599 707-944-9900 ext. 5842 www.lincolntheater.org

file:///S|/...ment%20District/TBID%20Agenda%20Packets/2016/New%20folder/FW%20Partnership%20Proposal%20Lincoln%20THeater.txt[7/14/2016 1:26:36 PM]