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Napa Valley Tourism Improvement District (NVTID) - Yountville Agenda Tuesday, May 10, 2011 – 11:00 A.M

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Napa Valley Tourism Improvement District (NVTID) - Yountville Agenda Tuesday, May 10, 2011 – 11:00 A.M Napa Valley Tourism Improvement District (NVTID) - Yountville Agenda Tuesday, May 10, 2011 – 11:00 A.M. Regular Meeting Vintage Inn - Thollander Room 6541 Washington Street Yountville, CA 94599 1. Call to Order 11:00 A.M. 2. Roll Call 3. Adoption of the Agenda ACTION Members: 4. Public Comment Shelley Claudel, (Matters Not Listed on the Agenda) Maison Fleurie/ Lavender 5. Approval of Minutes from March 31, 2011 ACTION John Dunbar, Mayor Town of Yountville 6. Information Report about “Cheers Arik Housley, to Taste” industry event. INFORMATIONAL Chamber of Commerce Tim McGregor, 7. Moveable Feast update DISCUSSION Napa Valley Lodge Steven Rogers, 8. Planning Session – FY 2011-12 NVTID Programs DISCUSSION Town Manager Town of Yountville 9. NVTID Lodging Committee updates INFORMATIONAL David Shipman, Vintage Inn, Villagio 10. Future Agenda Items DISCUSSION Jim Treadway, Bardessono 11. Adjourn to the next regularly scheduled meeting – To Be Determined Staff: Julie Baldia, Management Analyst Town of Yountville [email protected] DRAFT ‐ MINUTES Napa Valley Tourism Improvement District (NVTID) – Yountville Thursday, March 31, 2011 1. Call to Order Steve Rogers called the meeting to order at 11:35 a.m. 2. Roll Call Present: Shelley Claudel (Maison Fleurie/Lavender), John Dunbar (Mayor – Town of Yountville), Arik Housley (Chamber of Commerce), Tim McGregor (Napa Valley Lodge), Steven Rogers (Town Manager – Town of Yountville), David Shipman (Vintage Inn/Villagio), Jim Treadway (Bardessono) Public: Cindy Saucerman (Chamber of Commerce) Staff: Julie Baldia (Management Analyst – Town of Yountville) 3. Adoption of the Agenda ACTION: A motion made by John Dunbar; seconded by Tim McGregor to adopt the agenda was approved. 4. Public Comment None 5. Approval of Minutes ACTION: A motion made by Tim McGregor; seconded by Arik Housley to approve the November 16, 2010 minutes. John Dunbar abstained as he was not a representative of the NVTID committee. 6. Review NVTID financial reports, review approved work plan and budget. NO ACTION – Reports presented 7. Confirm NVTID funding for Chaos Pamplona. ACTION – A motion made by John Dunbar, seconded by Arik Housley to approve funding for Chaos Pamplona in the amount of $10,000. All in favor. 8. Informational report/presentation about “Cheers to Taste” industry event, NVTID funding request. ACTION – A motion made by David Shipman, seconded by Arik Housley to approve funding amount of up to $2500 for “Cheers Industry Event”. All in favor. 9. WinterScape project review and update. Discussion of future of WinterScape ideas for next year. NO ACTION – Discussion held The group discussed trying WinterScape event one more year. The group will note comments and provide to Steve Rogers, for compilation for further WinterScape discussion. 10. Moveable Feast project review and update. NO ACTION – Discussion held. 11. San Francisco POW WOW Project planning and update. NO ACTION – Discussion held 12. Discuss program ideas for next year. NO ACTION – Discussion held. 13. NVTID Lodging Committee update. NO ACTION – Discussion held. 14. Adjourn to next regularly scheduled meeting. Adjourned to next scheduled meeting on Tuesday, May 10,, 2011 at 11:00 a.m. ITEM #7 ACTIVITY REPORT DATE: April 15, 2011 TO: Steve Rogers/Town of Yountville FROM: Koleen Hamblin/KOLI Co. RE: Moveable Feast Program CC: D. Shipman/Board Members Outlined below is a final recap of the January/February 2011 Moveable Feast program. Given our long‐term strategy to 1) position Yountville as a culinary Mecca and, 2) fortify off‐season tourism, this campaign proved successful in terms of increased TOT and visibility. As we move into programming for the 2011/2012 campaign, we look forward to discussing and fine‐tuning the program to achieve maximum results for all partners. Partner Programming 1) Conduct outreach/secure 10 hotel properties and 9 restaurant partners 2) Outline/obtain packages for promotion; confirm specifics 3) Provide copy, packages and recommended art to Chamber for website uplink on www.yountville.com 4) Cross Promotion: Ensure program materials were integrated in State of California (CTTC) and Napa Valley Destination Council (NVDC) websites and media outreach programs Advertising 1) Research/identify key major metro market advertising venues, secure budgets for approval 2) Approve copy, art and sweepstakes components; coordinate www.yountville.com site as server 3) Approve radio spots/timeframe 4) Launch multi‐level campaign (radio, print, internet) in San Francisco Bay Area and Sacramento metro markets (December – January/2011) Results: 1) Total market penetration/gross impressions: 5.4 million 2) Campaign cpm: $4.07 3) www.yountville.com sweepstakes entries: 2540; www.yountville.com opt‐in rate: 1625 Direct Mail 1) Secured partner artwork/logos, commissioned photography for direct mail piece 2) Approved layout/design and print run of #3000 four‐color flyers 3) Distribute flyers to participating hotels, restaurants, visitor centers Concierge Blitz 1) Identify/secure local product; created #25 Moveable Feast promotional baskets 2) Personally deliver to #25 top San Francisco hotel concierges with direct mail materials Public Relations/Materials 1) Create program outline and working timeline for approval 2) Draft/Distribute “Winter Moveable Feast Program” release on PR Newswire (11/30) 3) Draft/Distribute ”Moveable Feast Heats Up” release to top newspaper, internet, radio, freelance outlets (2/1) 4) Draft/Distribute specialized pitch to key social media outlets (ongoing) 5) Roll out campaign (9/1‐4/1) and track results Media Relations 1) Outreach to partners, secure lodging, meals and wine tasting for top media 2) Create itinerary for January 5‐7, 2011 familiarization visit 3) Secure media, supervise familiarization visit; coordinate transport for Boston‐based writer Media Outreach Total media outreach achieved for this campaign: Wire Release: 1500 Direct Outreach: 2494 Total: 3994 Hotel/Restaurant Packages Sold Hotels: 282 Revenue: $96,689* Restaurants: 899 *based on individual hotel package price. Transient Occupancy Tax/TOT Revenue January/2010: $142,687 January/2011: $173,425 (+21%) February/2010: $172,349 February/2011: $216,225 (+26%) www.Yountville.com Web Page Visits January/February 2010: n/a January/2011: 9429 February/2011: 8138 PR Results Placements: 560 Circulation: 244,255,699 Ad. Equivalency: $7,610,477 ROI: $169.00 to $1.00 *ad equivalency against total campaign outlay. Media Placements Outline below is a brief update with links to placements to date. A final impact report is attached. http://www.7x7.com/eat‐drink/best‐things‐do‐napa‐presidents‐day‐weekend http://www.ajc.com/travel/weekend‐in‐napa‐valley‐826754.html?cxtype=rss_travel_61542 http://www.944.com/articles/a‐moveable‐feast‐experience‐yountvilles‐finest‐this‐february/ http://www.wickedlocal.com/marblehead/newsnow/x1530612/Taste‐of‐travel‐Say‐yes‐to‐Yountville http://www.examiner.com/city‐guide‐in‐boston/head‐out‐of‐the‐cold‐to‐the‐culinary‐crushpad‐of‐napa‐valley‐review http://insidescoopsf.sfgate.com/careysweet/2010/12/21/eat‐cheaper‐in‐yountville‐this‐winter‐with‐moveable‐feast‐ restaurant‐promo/ http://www.pureluxury.com/blog/2011/01/explore‐bountiful‐bargains‐in‐yountville‐this‐winter/ http://seattleite.com/weekend‐getaway‐napas‐moveable‐feast/ http://www.starcourier.com/lifestyle/food/x1403224012/Taste‐of‐Travel‐Say‐yes‐to‐Yountville Attachments Media Impact Report WINTER IN YOUNTVILLE YOUNTVILLE CHAMBER OF COMMERCE DATE MEDIA OUTLET CITY STATE FREQUENCY IMPRESSIONS COL INCHES AD VALUE B&W COLOHEADLINE/LEAD-IN MEDIA TYPE 11/4/2010 LOS ANGELES TIMES LOS ANGELES CA DAILY 616,604 2 $1,944 THE DISH DAILY NEWSPAPERS 11/21/2010 SACRAMENTO BEE SACRAMENTO CA SUNDAY 266,542 2 $810 TRAVEL DAILY NEWSPAPERS 12/12/2010 SAN FRANCISCO CHRONICLE SAN FRANCISCO CA SUNDAY 286,121 17 $13,464 1 READY. SET. GO DAILY NEWSPAPERS 12/14/2010 NEW YORK POST NEW YORK NY DAILY 508,042 1 $873 HOT DEALS! DAILY NEWSPAPERS 12/26/2010 OAKLAND TRIBUNE OAKLAND CA SUNDAY 24,997 5 $1,275 WINTER IN YOUNTVILLE DAILY NEWSPAPERS 12/26/2010 SAN JOSE MERCURY NEWS SAN JOSE CA SUNDAY 549,024 5 $5,140 STAYCATION SPECIALS DAILY NEWSPAPERS 12/26/2010 SUNDAY TIMES (CENTRAL CONTRA COSTA) WALNUT CREEK CA SUNDAY 67,304 5 $2,005 WINTER IN YOUNTVILLE DAILY NEWSPAPERS 12/29/2010 PALM BEACH POST WEST PALM BEACH FL DAILY 122,611 1 $150 2010 UNCORKED FABULOUS WINES, DINNERS AND MEMORIES DAILY NEWSPAPERS 12/29/2010 ST. PETERSBURG TIMES ST. PETERSBURG FL DAILY 278,888 1 $640 TASTE DAILY NEWSPAPERS 1/2/2011 OAKLAND TRIBUNE OAKLAND CA SUNDAY 24,997 2 $510 STAYCATION SPECIALS DAILY NEWSPAPERS 1/2/2011 SUNDAY TIMES (CENTRAL CONTRA COSTA) WALNUT CREEK CA SUNDAY 67,304 2 $802 STAYCATION SPECIALS DAILY NEWSPAPERS 11/23/2010 NORTH BAY BOHEMIAN SANTA ROSA CA WEEKLY 27,955 1 $19 NAPA COUNTY CONSUMER MAGAZINES/NEWSLETTERS 11/30/2010 NORTH BAY BOHEMIAN SANTA ROSA CA WEEKLY 27,955 1 $19 DINING NAPA COUNTY CONSUMER MAGAZINES/NEWSLETTERS 12/1/2010 RANCH & COAST RANCHO SANTA FE CA MONTHLY 37,000 41 $4,817 1 DETOUR: A MOVEABLE FEAST CONSUMER MAGAZINES/NEWSLETTERS 12/1/2010 SAN FRANCISCO SAN FRANCISCO CA MONTHLY 102,169 8 $3,544 EATS CONSUMER MAGAZINES/NEWSLETTERS 12/1/2010 SAN FRANCISCO SAN FRANCISCO CA MONTHLY 102,169 4 $1,772 AD HOC CONSUMER MAGAZINES/NEWSLETTERS 12/20/2010 TRAVEL WEEKLY SECAUCUS NJ WEEKLY 39,517 1 $339 OUT OF VALLEY'S SHADOW, NAPA THE TOAST OF THE REGION TRADE MAGAZINES/NEWSLETTERS 10/31/2010 LOS ANGELES TIMES (WWW) LOS ANGELES CA DAILY 5,271,659 2 $26,529 TRAVEL CALENDAR WEB 11/2/2010 HUFFINGTON POST (WWW)
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