NAPA TOURISM IMPROVEMENT DISTRICT REGULAR MEETING AGENDA

February 23, 2021 11:00 AM

**See CORONAVIRUS (COVID-19) - Notice of Meeting Procedures, On Pages 3-5** This meeting will be conducted as a Teleconference.

COMMITTEE MEMBERS: Reynaldo Zertuche, Sara Brooks, Jamie Cherry, Patrick Miller, Craig Smith, Michael Collins, Julie Lucido

1. CALL TO ORDER/ROLL CALL

2. AGENDA REVIEW

3. PUBLIC COMMENT Public comment for all items on or not otherwise on the agenda.

4. CONSENT CALENDAR

A. 27, 2020 MINUTES Approval the , 2020 Regular Meeting minutes.

5. ADMINISTRATIVE REPORT

A. NAPA TID BUDGET UPDATE FOR FY 20/21 and FY 21/22 Receive update from City Staff on budget for FY 20/21. City Staff will also discuss proposed budget for FY 21/22 for input from Committee in order to present final budget at the next Regular Napa TID meeting.

B. VISIT NAPA VALLEY MONTHLY REPORT Receive monthly report from Visit Napa Valley on performance metrics for the City’s of Napa’s lodging industry.

B. AUGUSTINE AGENCY MONTHLY REPORT Receive monthly report from the Augustine Agency representatives on performance metrics for marketing campaigns related to marketing services contract.

6. ADJOURNMENT The next Regular Meeting for the Napa TID Local Governing Committee is scheduled for 23, 2021. Napa Tourism Improvement District Meeting 23, 2020 Page 1 of 5

I HEREBY CERTIFY THAT THE AGENDA FOR THE ABOVE STATED MEETING WAS POSTED AT A LOCATION FREELY ACCESSIBLE TO MEMBERS OF THE PUBLIC AT THE COMMUNITY DEVELOPMENT DEPARTMENT, 1600 FIRST STREET, AND CITY HALL, 955 SCHOOL STREET ON FRIDAY, FEBRUARY 23, 2021.

______

STEPHANIE CAJINA, SECRETARY

Napa Tourism Improvement District Meeting February 23, 2020 Page 2 of 5

** CORONAVIRUS (COVID-19) - Notice of Meeting Procedures **

TELECONFERENCE MEETING

In order to slow the spread of the Coronavirus (COVID-19) pandemic, the City will conduct this meeting as a teleconference in compliance with the Governor’s Executive Orders N-29-20 and 63-20, and members of the Napa Tourism Improvement District’s Local Governing Committee (“Committee”) or City staff participate in this meeting telephonically or electronically. Members of the public may participate in the meeting by viewing or listening to the meeting live, and providing comments, as described below.

If you have any questions regarding how to participate in the meeting, please contact the Community Development Department at (707) 258-7859; or [email protected].

VIEWING OR LISTENING TO THE MEETING LIVE

All members of the public are invited to view or listen to the meeting live-streamed on Zoom at https://us02web.zoom.us/j/89576254676 (to log into Zoom, you may be prompted for your name and email address, which will be visible online) or, for audio only, call 1-669-900-6833; and when prompted, enter meeting # 895 7625 4676.

PROVIDING COMMENTS ELECTRONICALLY VIA ZOOM

If you are viewing the meeting live via Zoom (https://us02web.zoom.us/j/89576254676), you may provide comments to the Committee as follows:

1. When the Chair calls for the item on which you wish to speak, raise your hand by clicking on the ‘raise hand’ feature in Zoom.

2. City staff will notify each speaker (using the name or email address in Zoom) when it is their turn to provide comments to the Committee.

Additional instruction for how to participate in a Zoom webinar meeting are available here: https://tinyurl.com/vrhqj6x. Please note that the chat and Q&A functions will be disabled for this meeting, and the only way to provide comments in Zoom will be to use the ‘raise hand’ feature as described above.

PROVIDING COMMENTS VIA TELEPHONE

Any member of the public may provide a comment to the Committee via telephone by: (a) dial 1-669-900-6833; (b) when prompted, enter meeting # 895 7625 4676; and (c) click *9 to raise your hand for the item you wish to comment on. Speakers will be notified shortly before they are called to speak.

PROVIDING WRITTEN COMMENTS TO BE READ AT THE MEETING

Any member of the public may provide a written comment to the Committee before or during the meeting by sending it to the Secretary via email at: [email protected]. If you are commenting on a particular item on the agenda, please identify the agenda item number and letter. Any comment of 500 words or less (per person, per item) will be read into the record if: (1) the subject line includes “COMMENT TO NAPA TID FOR FEBRUARY 23, 2021 MEETING – PLEASE READ”; and (2) it is received by the Secretary by 8:00 AM the day of the meeting. Please be aware that any public comments received that do not specify a particular agenda item number will be read aloud during the general public comment portion of the agenda. Due to Napa Tourism Improvement District Meeting February 23, 2020 Page 3 of 5

potential technological delays in transmission, the public is encouraged to submit any comments to the Secretary early, in order to ensure they are received in time to be read into the record.

PROVIDING SUPPLEMENTAL WRITTEN COMMENTS

Any member of the public may provide supplemental written comments to the Committee before or during the meeting, beyond the 500 word limit for comments read into the record, and those supplemental written comments will be made a part of the written record in accordance with the Committee’s Rules of Order and Procedures (R2016-5).

The City of Napa thanks you in advance for taking all precautions to prevent spreading the COVID-19 virus.

Napa Tourism Improvement District Meeting February 23, 2020 Page 4 of 5

GENERAL PROCEDURES FOR COMMITTEE MEETINGS

Information Available: Information and documents related to this meeting are available at www.cityofnapa.org; or by contacting the Community Development Department by email at [email protected]; by calling (707) 258-7859; or in person at 1600 First St, Napa, CA 94559. Any documents related to an agenda item that are provided to a majority of the Committee after distribution of the agenda packet are reported by Committee Secretary during the meeting and are available for public inspection.

City Policy to Facilitate Access to Public Meetings: The City of Napa offers its public programs, services and meetings in a manner that is reasonably accessible to everyone, including individuals with disabilities. The City complies with all applicable requirements of the Americans with Disabilities Act and California law, and does not discriminate against any person with a disability. Wheelchair access to the Council Chambers, and speaker’s microphone, is available to all persons. If any person has a disability and requires information or materials in an appropriate alternative format (or any other reasonable accommodation), or if you need any special assistance to participate in this meeting, please contact the City Clerk Department at 257-9503 or email at [email protected]. For TTY/ Speech-to-Speech users, dial 7-1-1 for the California Relay Service, for text-to-speech, speech-to-speech, and Spanish-language services 24 hours a day, 7 days a week. In making any request for assistance, advance notice to the City forty-eight hours prior to the meeting will enable the City to make reasonable arrangements.

Traducciones en Espanol / Spanish-Language Translations : Se les pide por favor que avise con 48 horas de anticipación cuando haga un pedido para asistencia. Esto les da suficiente tiempo antes de la junta para permitir que la ciudad tome medidas razonables.

Conduct of Committee Meetings: The Committee conducts all meetings in accordance with state law (the “Ralph M. Brown Act,” California Government Code Sections 54950, et seq.) and pursuant to the City’s Rules of Order (Policy Resolution 10; R2016-5).

Public Comment: Members of the public may directly address the Committee on any subject within the Committee’s subject matter jurisdiction. Each speaker’s comments will be limited to three minutes and will comply with the rules of order for Committee meetings.

Consent Calendar: These items are considered routine and may be approved by a single vote; however, any Committee Member may remove an item for discussion or public input prior to action by the Committee.

Administrative Reports: Only the Committee may authorize public input for these items.

Napa Tourism Improvement District Meeting February 23, 2020 Page 5 of 5

Countywide Tourism Update

Napa Tourism Improvement District February 23, 2021 C A L I F O R N I A We’re Open! I N D U S T R Y, C O M M U N I T Y, & I N D U S T R Y R E L A T I O N S Voice of the Tourism Industry

● Napa County Board of Supervisors ○ Visit Napa Valley Annual Update ○ Support of Hot Air Balloon Launch

● Proactive local media outreach

● Health & Safety differentiation

● Napa Green - lodging initiative

● Napa Valley Welcome Center N A P A V A L L E Y Collaboration & Consumer Clarity

● Focus on in-state and drive market travel. STATE ● California road trips.

● Promoting the overarching destination to COUNTY locals and core drive markets.

● A respite; to share, savor, discover.

● Pull through overarching TOWNS Napa Valley brand.

● Unique personalities & offerings.

TOURISM

BUSINESSES ● Pull through overarching Napa Valley brand & towns.

& EVENTS ● Content, offers & details.

● Convert traffic to bookings.

4 L O D G I N G Smith Travel Research - 2020 S M I T H T R A V E L R E S E A R C H Monthly Lodging Revenue - Napa County

Down -58.7% L O D G I N G Smith Travel Research - 18 mo. L O D G I N G Smith Travel Research - Trends L O D G I N G Annual Lodging Revenue - Napa County

72.6% F O R E C A S T Wine Country Overnight Lodging

VOLUME SPEND

Direct Sales Travel Trade & Group

Webinars Additional Tour Development 2022:

TravelAge West - Feb. 23, participating with - Country Living Magazine five partners - Saga Holidays (UK) / Destination America - More than 500 agents have registered - Winerist (UK) is a booking platform for food & wine focused vacations

StarStuff Travel Agency - Jan.15 - 12 agents joined the webinar 38 Total Leads Received 2021

Group - 31 Costco Travel is now offering Napa Valley Wedding - 4 Vacation packages - 900+ Costco Travel Service Requests - 3 Agents & 120,000,000 members B R A N D Positioning M A R K E T I N G VisitNapaValley.com M A R K E T I N G Q1 2021 Content Calendar M A R K E T I N G Q1 2021 Public Relations

Partner Content Asks Pitches • BIPOC Winemakers/Winery Owner/Chef Stories • Ultra-private experiences (ongoing) - tied to Black History Month in February • Where to Go 2021 - NV as a rural destination (ongoing) • Women of the Napa Valley - International • Cab Season Offerings (ongoing) Women’s Day , 2021 • Women trailblazers tied to Women’s Month in March • Stargazing - still looking for good content • Black History Month - winemakers/chefs/etc

• St. Patrick’s Day Culinary Offerings February Pitches • Earth Day / Sustainable Travel • Presidents’ Day - Cocktail Menu of past • What’s New in NV (ongoing) presidents’ favorite libations? • New Outdoor Experiences (ongoing)

• Sustainability in Napa Valley tied to Earth Day March Pitches • What’s New in NV (ongoing) • New Outdoor Experiences (evergreen) • New Outdoor Experiences (ongoing) M A R K E T I N G Advertising Planning Parameters

Target Geography Timing & Budget Campaign Audience Measurement

Aspirational/Value Traveler Primary (Drive Markets) Flight Dates Engagement ● HHI $75K-$200K ● San Francisco DMA ● January- 2021 ● CTR, Sessions, TOS ● Age: 25-44 ● Sacramento DMA ● Partner Referrals Budget Luxury Traveler Secondary ● $275,000 Visitation ● HHI $200K+ ● Los Angeles DMA ● + ~$17,000 savings ● Lift in Visitation (STR) ● Net Worth $1M from BWT/RAG 1.0 ● Age: 45+

19 M A R K E T I N G Paid Advertising - Raise A Glass M A R K E T I N G Paid Advertising - Expedia Co-Op

13.5 million total impressions ● ROAS: 28:1 program average (not guaranteed by property) ○ Goal of $2.5M in total room revenue ● Total budget: $87.5K net spend valued at $175K

24 properties participated, including 12 small inns. Every jurisdiction is represented. I N D U S T R Y VisitNapaValley.com/Industry THANK YOU! Presented by

January 2021

❖ Paid media remained paused for the month of January due to the Shelter-in-Place Order.

❖ Do Napa Like a Local, Safely creative was finalized for when we are ready to launch paid media.

❖ With a paused campaign, Augustine strategized on updating target audiences and other insights to ensure messaging and reach for campaigns is accurate.

❖ Augustine continued to collaborate with Visit Napa Valley and other local partners on various initiatives.

❖ Website listings were updated with currently available business services and offerings as well as upcoming events including DoNapa's Restaurant Week (1/18 - 1/24).

❖ Augustine reached out to hotel partners to feature Valentine's Day and Spring lodging specials on the website and eblasts, as well as via social media and PR efforts.

❖ Augustine also crafted a blog featuring Cabernet Season highlights.

❖ An eblast was sent mid-month featuring DoNapa's Restaurant Week and hotel specials. ❖ Due to the Regional Stay at Home Order, Augustine continued to promote Downtown Napa as a future travel destination for engaged audiences.

❖ Lodging properties with an emphasis on future midweek and weekend visits continued to be a focus of social content.

❖ Augustine promoted the Cabernet Season blog, on all social platforms in order to expand reach.

❖ With paid media efforts paused, Augustine continued to utilize in-feed content to showcase Cabernet Season experiences in DoNapa and promote DoNapa restaurants open for take-out.

❖ Augustine promoted DoNapa's Restaurant Week (1/18 - 1/24) by showcasing restaurants that participated and had special offers/menus.

❖ Augustine continued to engage with audiences and answered daily questions about Downtown Napa safety precautions for COVID-19. v In order to maximize our paid media dollars when restrictions ease up throughout California and users are ready to travel, Augustine chose to keep media paused all through January. This pause caused metrics to fall a bit, particularly in comparison to 2020 levels. v Lodging continued to be the top event type at 73%, with the "Book Now" button as the top action at 62%. Top properties searched for in January included Embassy Suites, Andaz and Napa River Inn. v California continues to source the most traffic at 66% of users. Other states with high engagement were Illinois and Texas (Chicago and Dallas have historically been top markets for the DoNapa site in the past). Users from Napa, San Francisco and San Jose were the top three visiting cities followed closely by other nearby Bay Area cities. The Sacramento audience was the most engaged with 6:27 average time on page. v Mobile remains the top preferred device with 49% of audiences using the platform to access the website. v The Home page, Restaurant Week event and Restaurant pages received the most traffic again in January. Most pages had a top audience of 25-34 years old from Napa. Engagement was high on all pages, especially the COVID-19 Updates page (5:57), Hotel Specials page (5:40) and the Restaurant Week event page (5:31). This month, user behavior appears to indicate locals searching for how to enjoy Napa safely. v Organic Search was the best performing channel this month with 3,234 visitors. This was followed by Direct at 1,882 visitors. Overall, direct users were the most engaged with 2:35 average time on page! v Visit CA was the top referrer to the website this month with 87 visitors. Other referral sources included local/Napa-related sites like Visit Napa Valley, Napa River Inn and the Vintner Project. Napa River Inn users were the most engaged with 6:53 average time on page. ❖ Augustine updated the Travel Advisory page on the website to reflect the lifting of travel restrictions and other business updates.

❖ Augustine updated and created a new Press Room page on the website.

❖ The team updated copy and visuals on the DoNapa media kit to align with new brand creative and include new businesses and story ideas.

❖ Augustine participated in the Virtual TravMedia IMM USA 2021 media event on behalf of Downtown Napa Jan. 27-29, leading to coverage in Forbes and other media opportunities.

❖ Pitching efforts focused on outdoor art, new dining and wine tasting rooms, and safe ways to spend Valentine's Day.

❖ Secured/flagged earned media coverage this month included highlights of Downtown Napa tasting rooms, dining and outdoor art. Coverage had estimated monthly visits of 163.6M and estimated coverage views of 158.7K.

Data December January MoM

Audience 77,220 77,153 -0.09%

Impressions 483,991 41,444 -91.4%

Engagements 22,349 1,369 +93.9%

v Facebook generated 41K impressions and 1.3K engagements. We saw a decrease in impressions due to paused efforts on paid media. v Downtown Napa Facebook page generated 77,153 page likes (+1.2% YoY). v The most reached demographic on Facebook is Women aged 24-34, followed by Women aged 35-44. v We continue to see the highest reach from locations across California with Napa in the lead followed by Sacramento.

Source: Sprout Social Facebook Insights v Facebook top posts featured content such as Downtown Napa business updates and socially-distant offers. v Our top post by lifetime engagements featured the inspirational National Plan For Vacation Day post generating 202 engagements including 14 shares. v Other top posts were the Happy New Year post with 149 engagements including 7 shares and a Celadon post with Downtown Napa restrictions information with 147 engagements including 6 shares. v All top posts remained above the industry benchmark of 0.13% engagement rate for Hotels and Resorts. ER: 5% ER: 4% ER: 4% v Augustine will continue to position Downtown Napa as the key destination for future travel as the year progresses.

Source: Sprout Social Facebook Insights Data December January MoM

Audience 34,162 34,417 +0.90%

Impressions 223,420 181,889 -18.6%

Engagements 7,374 6,996 -5.1%

v Instagram saw increase in audience growth (+0.90% MoM). Instagram audience increased by 309 net Followers in January. v Our most engaged audience on Instagram is Women aged 35-44, followed by Women aged 25-34. v We continue to see most engagement from locations across California and New York.

Source: Sprout Social Instagram Insights v Instagram content highlighted key experiences in Downtown Napa with informational and inspirational messaging. v Instagram top posts featured a mixture of content from the National Plan for Vacation Day post to a Happy New Year post and a Napa River Inn (highlighting lodging) post. v Augustine featured Instagram Stories speaking to participating locations and offers for Restaurant Week. v All top posts remained above the ER: 3.5% ER: 2.4% ER: 2.1% industry benchmark for engagement rates of 1.03% for Hotels and Resorts. v As interest in travel begins to increase, Augustine will continue to position content to promote Downtown Napa as an ideal travel destination.

Source: Sprout Social Instagram Insights Data December January MoM

Audience 28,710 28,519 -0.7%

Impressions 16,460 15,872 -5.2%

Engagements 657 605 -9.7%

v Twitter content continued to highlight updates in Downtown Napa and promote Restaurant week offers. v Twitter saw an increase in overall clicks in January (+40.4 MoM). v Our most engaged audience on Twitter is Men and Women ages 35-44, followed by Men and Women ages 45-54. Men remain the majority of DoNapa's Twitter audience, accounting for 51%.

Source: Sprout Social Twitter Insights v Twitter top posts featured a mixture of content from Restaurant Week, a Happy New Year post and a Napa River Inn (highlighting lodging) post. v Due to the Stay-At-Home order, top posts remained below the industry benchmark for engagement rates of 0.40%. As Downtown Napa is now open with local businesses open for outdoor dining, we expect to see engagement increase within the coming months. v Augustine will position Twitter content to highlight Downtown Napa news and updates.

ER: 0.33% ER: 0.26% ER: 0.24%

Source: Sprout Social Twitter Insights v To support DoNapa's Restaurant Week, Augustine created static and animated graphics for Instagram and Facebook to promote local participating restaurants. v The custom graphics were grouped by cuisine type and highlighted daytime and nighttime offers. This messaging was pushed daily during the event. v Restaurant Week custom story graphics reached 9,833 users. v Augustine continued to see daily engagement with the story graphics by reactions and replies from our audience.

Source: Sprout Social Twitter Insights

Pages Per Sessions Per Avg. Session Year Visitors Sessions Page Views Session User Duration 6,183 10,568 16,543 1.57 1.71 1:36 2021 (-88%) (-83%) (-84%) (-7%) (+36%) (-48%)

2020 50,178 63,261 106,173 1.68 1.26 3:05 v With all paid media still paused in January due to the Stay-At-Home Orders, we saw notable decreases in traffic and engagement metrics from 2020. v Although traffic was down, there was a substantial increase in Sessions Per User indicating we have some repeat users to the site, potentially finishing travel research or interested in local happenings. v There was a bump in activity on January 18th when an eblast featuring Restaurant Week was sent to kick off the event. Total Events Unique Events Sessions Per Event

257 191 1.81 (-98% from last year) (-98% from last year) (+18% from last year) v Lodging continued to be the top event type at 73%, Lodging Property Clicks with the "Book Now" button as the top action (62%). Embassy Suites Hotel 6 (2%) v Specific lodging properties that were searched for this Andaz 5 (2%) month were Embassy Suites, Andaz and the Napa River Napa River Inn 4 (2%) Inn. Westin Verasa 4 (2%)

Hotel Indigo 3 (1%) California City Visitors (MoM) Session Time Napa 956 (-38%) 2:25 San Francisco 383 (-63%) 3:32 San Jose 116 (-44%) 3:06 Sacramento 106 (-18%) 6:27 Vallejo 79 (-29%) 2:23 v California continues to bring in the most traffic States Visitors (MoM) Session Time (66%). California 2,899 (-63%) 3:36 Texas 150 (+28%) 4:25 v In January, visitors from surrounding Bay Area and Sacramento markets continue to be top visitors to Florida 107 (+88%) 2:16 the site and are also very engaged, with over Illinois 63 (+21%) 5:20 two minutes average time on page. New York 58 (+7%) 1:13 v The Sacramento market spent the most time on page at 6:27. v Mobile remained the top preferred device at 49.2% of users. Desktop was close behind at 48.2%. v There was a shift in top device for Goal Completions in January. 54.59% of users converted from desktop with 264 total conversions. Page Visitors Time on Page Top Demos

Age 25- v In January, the Homepage, Home 1,842 2:08 34/Female/Napa Restaurant Week event and Visit Napa Age 25- Restaurants pages were again in Restaurant Week 1,114 5:31 34/Female/Napa the top three most visited pages, 2020 meaning local users are Age 25- Restaurants 764 3:15 34/Female/Napa continuously organically interested Age 25- in activities in Napa. Covid-19 Updates 471 5:57 34/Female/San Francisco v In January, Napa visitors continued Age 18- to be the predominant city with What to Do 389 0:41 24/Female/San some users from San Francisco. Francisco Age 25- Events 319 1:38 34/Female/Napa v Engagement was high across all pages. Users spent the most time Age 25- on the COVID-19 Updates page Wine Tasting Rooms 312 3:03 34/Female/Sacramen to due to the large and relevant amount of information on this page. Age 25- Specials 235 5:40 34/Female/Napa

Shopping 190 3:37 Age NA/Female/Napa

Age NA/Female/San Outdoors 154 1:21 Jose Source Visitors Session Duration

Organic Search 3,234 1:50

Direct 1,882 2:35

Referral 1,538 0:26

Social 497 2:23

Email 206 1:31

v Organic Search was the top performer for traffic in January with 3,234 visitors. v Direct brought in the most engaged users in January with 2:35 average time on page. Source Visitors Session Duration

Visit CA 87 2:23

Visit Napa Valley 78 0:57

Napa River Inn 16 6:53

Vintner Project 15 2:16

v This month, Visit California was the top referrer to the website. v Other referral sources included local/Napa-related sites like Visit Napa Valley, Napa River Inn and the Vintner Project. v All audiences that came in from the local Napa and California sites spent a good amount of time on DoNapa.com. This month, the Napa River Inn brought in the most engaged users at 6:53 average time on page. Published 1 blog post: v Cabernet Season in Napa: A Must See & Do Experience v Posted: 1/27 v Page Views: 163 v Unique Page Views: 137 v Avg. Time on Page: 2:52 v Bounce Rate: 64.18% One sent eNewsletter: v Subject Line: Support DoNapa's Restaurant Week! v Sent: 1/18 v Open Rate: 9.7% v CTR: 1.5% v Top Links: - Restaurant Week Event Details: 413 clicks - Restaurant Listings Page: 234 clicks - Hotel Specials: 60 clicks v Augustine attended the Virtual TravMedia IMM USA 2021 media event on behalf of DoNapa Jan. 27-29. v The team conducted 30 official media appointments virtually with a mix of staff journalists, freelance travel writers and bloggers including virtual meetings outside of the event. v The event included participation in two networking sessions with additional writers and influencers. v During the evevnt, Augustine distributed updated media kit and press materials. v Augustine also highlighted lodging properties, outdoor activities and public art, wine tasting rooms, restaurants, breweries and other attractions. v Several writers/social influencers are excited to visit Downtown Napa on a FAM tour when travel is safe and/or produce content featuring the destination. v The event has already resulted in a feature in Forbes. v Augustine updated and developed a new press room page on the website that hosts all media announcements, destination fact sheets and story ideas, press photos and press trip request forms, along with media contact information. v The press room also hosts media and influencer coverage highlights, showcasing third-party endorsements of Downtown Napa and positive coverage of the destination. v The press room will contribute to increasing credibility of the destination and help generate additional inbound media requests. v The team will update the page as new media announcements are distributed and new coverage is published. v Augustine updated the DoNapa media kit for Virtual TravMedia IMM USA 2021. v This included updating the visuals to align with new brand creative as well as adding additional story ideas and facts to highlight lodging properties, outdoor activities and public art, wine tasting rooms, restaurants, breweries and other attractions. v The media kit was distributed to dozens of writers during IMM USA and Augustine will continue using it with proactive pitching and other inquires. v Augustine also added the media kit to the new and updated press room. Proactive pitches were submitted to the following outlets: v Anonymous (via HARO) - Inside Napa Valley v Visit California - How to Dine in California Now v Visit California - Exclusive and Private Places to Spend Valentine's Day v Visit California - New 2021 Instagram Views v Forbes – Sparkling Wines for Valentine's Day v Sonoma Magazine – New Napa Wineries, Restaurants, Bars and Experiences to Check Out Right Now v Live Date: 12/8 v Link v Est. Monthly Visits: 130K v Est. Coverage Views: N/A v Date Pitched: 11/10 v Visit California – Black History in California You Don't Know About v Live Date: 1/15 v Link v Est. Monthly Visits: 31.4K v Est. Coverage Views: 93 v Date Pitched: 11/10 v This entry was shared with U.S. travel media contacts by Visit California, which can potentially lead to new earned media opportunities and coverage. v Visit California – How to Dine in California Now v Live Date: 1/27 v Link v Est. Monthly Visits: 31.4K v Est. Coverage Views: 93 v Date Pitched: 11/10 v This entry was shared with U.S. travel media contacts by Visit California, which can potentially lead to new earned media opportunities and coverage. v Visit California – New 2021 Instagram Views v Live Date: 1/28 v Link v Est. Monthly Visits: 31.4K v Est. Coverage Views: 93 v Date Pitched: 11/10 v This entry was shared with U.S. travel media contacts by Visit California, which can potentially lead to new earned media opportunities and coverage. v Forbes – New Destination in Napa for Sparkling Wine Lovers v Live Date: 2/5 v Link v Est. Monthly Visits: 118M v Est. Coverage Views: 87.2K v Date Pitched: 1/27 v Generated from Virtual TravMedia IMM USA 2021 appointment with writer Irene S. Levine. v The Patch – Restaurant Week 2021: Guide to the Best in California v Live Date: 12/24 v Link v Est. Monthly Visits: 37.5M v Est. Coverage Views: 54.1K v Generated through Visit Napa Valley. v A Small World – Best Places to Stay in Napa Valley v Live Date: 12/24 v Link v Est. Monthly Visits: 41.8K v Est. Coverage Views: 217 v Augustine did not receive confirmation this story was generated by a direct pitch, but there is potential it was generated by previous pitches and/or coverage. v Society19 – 10 Best Small Cities in America to Visit v Live Date: 1/5 v Link v Est. Monthly Visits: 545K v Est. Coverage Views: 3.06K v Augustine did not receive confirmation this story was generated by a direct pitch, but there is potential it was generated by previous pitches and/or coverage. v Napa Valley Register – Taste of the Valley: Restaurant Week(s) to Go in Napa Valley v Live Date: 1/5 v Link v Est. Monthly Visits: 525K v Est. Coverage Views: 1.61K v Generated through Visit Napa Valley. v 7x7 – 22 Fun Things to Do This Week (1.11.21) v Live Date: 1/5 v Link v Est. Monthly Visits: 159K v Est. Coverage Views: 870 v Generated through Visit Napa Valley. v Travel + Leisure – 13 Best Honeymoon Destinations in the U.S. v Live Date: 1/11 v Link v Est. Monthly Visits: 6.63M v Est. Coverage Views: 11.4K v Augustine did not receive confirmation this story was generated by a direct pitch, but there is potential it was generated by previous pitches and/or coverage. v The term "revenge travel" is starting to trend in the industry, referring to the projected boom travel sellers expect to see once the pandemic is safely behind us and border restrictions are lifted. Solo travelers, in particular, are fueling the revenge travel trend, according to a recent Solo Traveler survey, conducted in conjunction with OAT. Nearly half of the 3,000 survey respondents reported an intention to travel even more in the post-Covid future than they had previously. (Travel Weekly, "Travel is coming back with a vengeance") v For the first time ever, optimism about the course the pandemic will take in the United States over the next month significantly outweighs pessimism. Staying safe from infection remains a top priority for Americans as they consider their lifestyle over the next 6 months, although close behind are finding joy and happiness, emotional well- being and relaxation. Compared to the early period of the pandemic last Spring, more Americans say they will prioritize having new experiences, as well. (Destination Analyst, "Update on American Travel in the Period of Coronavirus—Week of February 8th") v As of this week, 81.2% of American travelers report they have at least tentative trip plans right now, and 60% have taken some action in the planning tasks for their next trip. (Destination Analyst, "Update on American Travel in the Period of Coronavirus— Week of February 8th") v In a TravelZoo study, 35% of respondents said they would be interested in nature retreats as a means to relax. They put an emphasis on outdoor experiences for their vacation travel. (TravelZoo, "2021 Hotel Outlook Webinar") v STR indicated that leisure travel will be the first to recover, with occupancy hopefully growing to around 60% in US hotels in 2022. (TravelZoo, "2021 Hotel Outlook Webinar") v Mindset for resuming activities and travel among Californians showed positive trends. Fewer consumers classify themselves as “Risk Averse” for resuming activities (45% vs. 60% in late December) and a majority of Californians classified themselves as “ready to travel” for the week (55%). (Visit California, "2/4/21 COVID Research Dashboard") vRelaunch the "Do Napa Like a Local, Safely" campaign with Stay-At-Home Order restrictions lifted including paid media efforts, an organic enewsletter, website landing page and a press release. vContinue proactive media outreach with writers Augustine met at Virtual TravMedia IMM USA 2021. This includes setting up potential media visits when the time is right. vContinue proactive media outreach including pitching relevant trends and new things in the destination to stay top of mind for 2021 travel planning, as well as Valentine's Day activities for locals and drive-market travelers. vContinue to partner with Visit Napa Valley and Visit California for relevant opportunities. vFeature a blog and enewsletter surrounding Valentine's Day. Update website to include special offers and events for the celebration.

Presented by

February 2021

In Progress

In February, Augustine is focusing on the following tactics for this campaign:

❖Relaunching paid media efforts including social media and SEM.

❖Updating dedicated landing page.

❖Sending eNewsletter to organic audiences.

❖Crafting a Press Release to distribute to targeted audiences.

❖Upcoming Campaigns: - Wine, Woof, & Wags Welcome - Wow, What A Day Initial Metrics

TBD

Data December January MoM

Audience 77,220 77,153 -0.09%

Impressions 483,991 41,444 -91.4%

Engagements 22,349 1,369 +93.9%

❖ Downtown Napa Facebook page generated 77,153 page likes (+1.2% YoY).

❖ Our top post by lifetime engagements featured the inspirational National Plan For Vacation post generating 202 engagements including 14 shares.

❖ Other top posts were the Happy New Year post with 149 engagements including 7 shares and a Celadon post with 147 engagements including 6 shares.

❖ All top posts remained above the industry benchmark of 0.13% engagement rate for Hotels and Resorts.

Source: Sprout Social Facebook Insights Data December January MoM

Audience 34,162 34,417 +0.90%

Impressions 223,420 181,889 -18.6%

Engagements 7,374 6,996 -5.1%

❖ Instagram saw an increase in audience growth (+0.90% MoM). Instagram audience increased by 309 net Followers in January.

❖ Instagram top posts featured a mixture of content from the National Plan for Vacation Day post to a Happy New Year post and a Napa River Inn (highlighting lodging) post.

❖ Featured Instagram Stories speaking to participating locations and offers for Restaurant Week.

❖ All top posts remained above the industry benchmark for engagement rates of 1.03% for Hotels and Resorts.

Source: Sprout Social Instagram Insights Data December January MoM

Audience 28,710 28,519 -0.7%

Impressions 16,460 15,872 -5.2%

Engagements 657 605 -9.7%

❖ Twitter saw an increase in overall clicks in January (+40.4 MoM).

❖ Twitter top posts featured a mixture of content from Restaurant Week, a Happy New Year post and a Napa River Inn (highlighting lodging) post.

Source: Sprout Social Twitter Insights ❖ To support DoNapa's Restaurant Week, Augustine created static and animated graphics for Instagram and Facebook to promote local participating restaurants.

❖ The custom graphics were grouped by cuisine type and highlighted daytime and nighttime offers. This messaging was pushed daily during the event.

❖ Restaurant Week custom story graphics reached 9,833 users.

❖ Augustine continued to see daily engagement with the story graphics by reactions and replies from our audience.

Source: Sprout Social Twitter Insights In February, Augustine is featuring content with the following themes:

❖ Valentine's Day (offers, specials, events, and menus)

❖ Galentine's Day

❖ Hotel Specials – Romantic Getaways & Spring Offers

❖ Promotion of Blogs (Cabernet Season, Wine Tasting Rooms and Romantic Getaway)

❖ First Street Napa Art

❖ The Meritage Resort Giveaway

❖ Wine Tasting Rooms & Restaurant Offerings

❖ Informational News on Restrictions Lifting

Pages Per Sessions Per Avg. Session Year Visitors Sessions Page Views Session User Duration 6,183 10,568 16,543 1.57 1.71 1:36 2021 (-88%) (-83%) (-84%) (-7%) (+36%) (-48%)

2020 50,178 63,261 106,173 1.68 1.26 3:05

❖ With all paid media still paused in January due to the Stay-At-Home Orders, we saw notable decreases in traffic and engagement metrics from 2020.

❖ Although traffic was down, there was a substantial increase in Sessions Per User indicating we have some repeat users to the site, potentially finishing travel research or interested in local happenings.

❖ There was a bump in activity on January 18th when an eblast featuring Restaurant Week was sent to kick off the event. ❖ Lodging continued to be the top event type at 73%, with the "Book Now" button as the top action (62%).

Total Events Unique Events Sessions Per Event ❖ Specific lodging properties that were searched for this month were Embassy Suites, Andaz and 257 191 1.81 the Napa River Inn. (-98% from last year) (-98% from last year) (+18% from last year)

❖ California continues to bring in the most traffic California Visitors Session Time (66%). City (MoM) Napa 956 (-38%) 2:25 ❖ In January, visitors from surrounding Bay Area and San 383 (-63%) 3:32 Sacramento markets continue to be top visitors to Francisco the site and are also very engaged, with over two minutes average time on page. San Jose 116 (-44%) 3:06 Sacramento 106 (-18%) 6:27 ❖ The Sacramento market spent the most time on page at 6:27. Vallejo 79 (-29%) 2:23 Page Visitors Time on Page Top Demos ❖ In January, the Homepage, Age 25- Home 1,842 2:08 34/Female/Napa Restaurant Week event and Visit Napa Restaurant pages were again in the Age 25- Restaurant Week 1,114 5:31 34/Female/Napa top three most visited pages, 2020 meaning local users are Age 25- Restaurants 764 3:15 continuously organically interested 34/Female/Napa in activities in Napa. Age 25- Covid-19 Updates 471 5:57 34/Female/San Francisco ❖ In January, Napa visitors continued Age 18- to be the predominant city with What to Do 389 0:41 24/Female/San some users from San Francisco. Francisco Age 25- Events 319 1:38 ❖ Engagement was high across all 34/Female/Napa pages. Users spent the most time Age 25- on the COVID-19 Updates page Wine Tasting Rooms 312 3:03 34/Female/Sacramen due to the large and relevant to amount of information on this page. Age 25- Specials 235 5:40 34/Female/Napa

Shopping 190 3:37 Age NA/Female/Napa

Age NA/Female/San Outdoors 154 1:21 Jose Cabernet Season in Napa - A Must See & Do Experience

❖ Posted: 1/27

❖ Page Views: 163

❖ Unique Page Views: 137

❖ Avg. Time on Page: 2:52

❖ Bounce Rate: 64.18% eNewsletter: Downtown Napa’s Restaurant Week

❖ Subject Line: Support DoNapa's Restaurant Week!

❖ Sent: 1/18

❖ Open Rate: 9.7%

❖ CTR: 1.5%

❖ Top Links: - Restaurant Week Event Details: 413 clicks - Restaurant Listings Page: 234 clicks - Hotel Specials: 60 clicks In February, Augustine has the following initiatives for DoNapa.com:

❖ Feature two blogs: Romantic Getaways (in time for Valentine's Day) and New Wine Tasting Rooms/Bars

❖ Feature February eNewsletter speaking to Romantic Getaways blog and content, along with hotel offers

❖ Update business listings and Travel Advisory page with current business offerings, specials, events and hours.

❖ Optimize website metrics for best campaign performance.

❖ Augustine attended the Virtual TravMedia IMM USA 2021 media event on behalf of DoNapa Jan. 27-29. ❖ The team conducted 30 official media appointments virtually with a mix of staff journalists, freelance travel writers and bloggers including virtual meetings outside of the event. ❖ The event included participation in two networking sessions with additional writers and influencers. ❖ During the evevnt, Augustine distributed updated media kit and press materials. ❖ Augustine also highlighted lodging properties, outdoor activities and public art, wine tasting rooms, restaurants, breweries and other attractions. ❖ Several writers/social influencers are excited to visit Downtown Napa on a FAM tour when travel is safe and/or to produce content featuring the destination. ❖ The event has already resulted in a feature in Forbes. ❖ Augustine updated and developed a new press room page on the website that hosts all media announcements, destination fact sheets and story ideas, press photos and press trip request forms, along with media contact information. ❖ The press room also hosts media and influencer coverage highlights, showcasing third-party endorsements of Downtown Napa and positive coverage of the destination. ❖ The press room will contribute to increasing credibility of the destination and help generate additional inbound media requests. ❖ The team will update the page as new media announcements are distributed and new coverage is published. ❖ Augustine updated the DoNapa media kit for Virtual TravMedia IMM USA 2021.

❖ This included updating the visuals to align with new brand creative as well as adding additional story ideas and facts to highlight lodging properties, outdoor activities and public art, wine tasting rooms, restaurants, breweries and other attractions.

❖ The media kit was distributed to dozens of writers during IMM USA and Augustine will continue using it with proactive pitching and other inquires.

❖ Augustine also added the media kit to the new and updated press room page. ❖Pitching efforts focused on outdoor art, new dining and wine tasting rooms, and safe ways to spend Valentine's Day.

❖Secured/flagged earned media coverage this month included highlights of Downtown Napa tasting rooms, dining and outdoor art. Coverage had estimated monthly visits of 163.6M and estimated coverage views of 158.7K. ❖Continue proactive media outreach with writers met at Virtual TravMedia IMM USA 2021. This includes setting up potential media visits when the time is right.

❖Continue proactive media outreach including pitching relevant trends and new things in the destination to stay top of mind for 2021 travel planning, as well as Valentine's Day activities for locals and drive-market travelers.

❖Continue to partner with Visit Napa Valley and Visit California for relevant opportunities.