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Special Meeting of the Napa Valley Tourism Improvement District

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Special Meeting of the Napa Valley Tourism Improvement District Special Meeting of the Napa Valley Tourism Improvement District Agenda Thursday, May 10, 2018 – 10:00 A.M. Special Meeting – Redd Wood 6755 Washington Street Yountville, CA 94599 1. Call to Order 10:00 A.M. 2. Roll Call 3. Adoption of the Agenda ACTION Members: John Dunbar, Mayor 4. Public Comment Town of Yountville (Matters Not Listed on the Agenda) Arik Housley, Chamber of Commerce 5. Approval of Minutes of August 23, 2017 and October 18, 2017. ACTION Steve Davino, Vintage Estate 6. MeringCarson Marketing Campaign update Steven Rogers, Town Manager Town of Yountville 7. Yountville Chamber update - TripAdvisor Ty Accornero, - Social Media North Block Hotel - FAM Tour Sileshi Mengiste, Bardessono 8. Review of Marketing Grant Program and discuss funding options for the following: DISCUSSION Max Compagnon, - Season Banners $15,000 Napa Valley Lodge - Develop a Yountville Guest Guide $25,000 - Free Public Wi-Fi $25,000-$35,000 Staff: (Along Washington and Yount St.) Julie Baldia, Management Analyst 9. Review of Funding Requests Town of Yountville - Napa Valley Film Festival [email protected] - Lincoln Theater - Vine Trail - Napa Valley Museum - Short Film Festival DISCUSSION 10. TOT/Work Force Housing Discussion DISCUSSION 11. Visit Napa Valley Update 12. Board member comments and updates 13. Adjourned to next meeting, to be determined MINUTES Napa Valley Tourism Improvement District (NVTID) – Yountville Wednesday, August 23, 2017 1. Call to Order 9:30 A.M. The meeting was called to order at 9:30 a.m. 2. Roll Call John Dunbar (Mayor, Town of Yountville), Steven Rogers (Town Manager, Town of Yountville), Ty Accornero (North Block Hotel), Arik Housley, (Chamber of Commerce), Steve Davino (Vintage Estate/Villagio), Sileshi Mengiste (Bardessono) Shelley Post (Maison Fleurie/Lavender) was absent 3. Adoption of the Agenda A motion was made by John Dunbar to adopt the agenda, seconded by Steve Rogers. All in Favor. 4. Public Comment None 5. Approval of Minutes for April 26, 2017 meeting A motion was made by Arik Housley to approve the minutes, seconded by Ty Accornero. All in favor. 6. Yountville Chamber of Commerce A. Chamber Marketing Strategy FY 17-18 B. Social Media Strategy FY 17-18 C. Holidays in Yountville Program Whitney McEvoy of Yountville Chamber presented the update 7. MeringCarson Marketing Campaign update Sara Tjoa with MeringCarson presented the update 8. Approve additional Holiday Lighting purchase A motion was made by John Dunbar to approved additional holiday lighting, seconded by Arik Housley. All in favor. 9. Approve Revised NVTID Yountville Funding Philosophy A motion was made by Arik Housley to approve the revised funding philosophy, seconded by Sileshi Mingeste. All in favor. 10. Review of Marketing Grant Program and Marketing Grant Program Application Process The board reviewed the Marketing Grant Program and it was decided to open up the funding application process, with an application due date of September 29, 2017 Board member comments and updates 11. Visit Napa Valley Update Lisa Poppen of Visit Napa Valley presented update. 12. Adjourned to next meeting, to be determined MINUTES Napa Valley Tourism Improvement District (NVTID) – Yountville Wednesday, October 18, 2017 1. Call to Order 9:00 A.M. The meeting was called to order at 9:00 a.m. 2. Roll Call John Dunbar (Mayor, Town of Yountville), Steven Rogers (Town Manager, Town of Yountville), Ty Accornero (North Block Hotel), Arik Housley, (Chamber of Commerce), Steve Davino (Vintage Estate/Villagio), Sileshi Mengiste (Bardessono) 3. Adoption of the Agenda A motion was made by John Dunbar to adopt the agenda as amended to hear item 10 with item 6 to follow, seconded by Steve Rogers. All in Favor. 4. Public Comment Bob Hurley spoke in regards to starting marketing efforts to bring back patrons to Yountville following the Napa County fires. The following upcoming events were announced. - Hurley’s Block Party on 10/22/17 - Winemaker Dinner with JCB on 10/26/17 - Wild Game Week - Winemaker dinner 11/1/17 - Winemaker dinner with J. Gregory11/5/17 - Annual Veterans Day Luncheon 5. Board Member vacancy update Julie Baldia provided update – No Action 6. MeringCarson Marketing Campaign update Sara Tjoa with MeringCarson presented update. 7. Review of Funding Requests - Napa Valley Film Festival - Lincoln Theater - Vine Trail - Napa Valley Museum - Short Film Festival Funding/Sponsorship requests were presented to the board. Napa Valley Film Festival withdrew their funding request. The board approved the following allocations: Napa Valley Performing Arts Center (Lincoln Theater) - $30,000 Napa Valley Vine Trail Coalition - $10,000 Napa Valley Museum - $20,000 Short Film Festival - $25,000 Allocate $55,000 from reserves to cover these additional expenditures. A motion was made by John Dunbar to approve funding requests for FY 17-18; seconded by Ty Accornero. All in Favor. 8. Discuss possible fire recovery marketing strategy. A motion was made by Steve Rogers to transfer $50,000 from reserves to Yountville Chamber for supplemental post fire marketing efforts by MerinCarson; seconded by Arik Housley. All in Favor. 9. Yountville Chamber of Commerce update Whitney McEvoy presented update. 10. Board member comments and updates None 11. Visit Napa Valley Update Lisa Poppen with Visit Napa Valley presented update. 12. Adjourned to next meeting, to be determined Meeting Adjourned. Summary Report for Annual Contract FY 17-18 NVTID – Yountville Board Members: The Yountville Chamber of Commerce in partnership with the NVTID – Yountville has been a proud to manage the marketing for the destination of Yountville during the 2017 – 2018 Fiscal Year. I would like to provide you with a summary of our work in this written report. Our contract with the NVTID – Yountville included four key components, Social Media marketing, Yountville TripAdvisor Page, FAM Tours, and the MeringCarson Marketing campaign. A detailed overview of the MeringCarson marketing campaign will be provided in person at the meeting on Thursday, May 10. Budget The contract for Fiscal Year 2017 – 2018 was $160,000 dollars. Social Media Management & Ads: $40,000* TripAdvisor Yountville Page: $20,000 Management Fee of TripAdvisor: $5,000 MeringCarson Marketing Project: $95,000 *$10,000 dollars of the Social Media budget was spent directly on advertising for hotels, special events, and brand awareness. Additional Funds Allocated After the fires in early October; the Yountville Chamber of Commerce met with the business community of Yountville, nearly every business in town was represented. We discussed as a community, how we wanted to market the destination post fire. What do we do? Are we even ready to begin marketing ourselves again? The resounding answer was YES – it is vital to our businesses to get out and begin marketing Yountville right away. And so, we did – before many communities were ready, we were back out there. Based on this meeting, the NVTID – Yountville board, voted in favor of allocating up to $75,000 dollars from its reserves to the MeringCarson Marketing campaign to increase our geographical reach and saturation. When all said and done, we used $50,000 dollars of this allocation to supplement our existing campaign. How these funds were used will be covered during the meeting on Thursday, May 10. Including the additional funds allocated, total spent: $210,000 dollars. Social Media Social Media; including Facebook, Instagram and Twitter, continue to be at the heart of our marketing strategy for the destination. From August 2016 through April 2018, our followers have grown by leaps and bounds on Social Media: on Facebook they have grown by 70%; on Instagram by 300% and on Twitter, by 54%. Perhaps even more important, is how much our engagement on these channels has grown during that same time frame. On Facebook our engagement has grown by 408%, on Instagram by 118% and on Twitter by 650%. We continued to run ad marketing campaigns on Facebook to promote events, awareness of Yountville and programs. Below are the top four (out of six) performing campaigns. YOUNTVILLE CHAMBER OF COMMERCE 6484 Washington Street, Suite F | P.O. Box 2064| Yountville, CA 94599 | P: 707-944-0904 | www.yountville.com Saveur Ads (Awareness Ad) 220K impressions 128K reach Wine Walk 160K impressions 77K reach 4,300 link clicks Yountville Live 126K impressions 75K reach 2,000 link clicks Holidays in Yountville 147K impressions 50K reach 3,600 link clicks In the subsequent pages, you will see out latest Social Media report, with detailed stats and performance. TripAdvisor Yountville Page Yountville participated in the Premium Destination Partnership program for $20,000 dollars, the chamber received a $5,000 dollar management fee for this project. The Premium Destination Partnership (PDP) program is an exclusive opportunity for Destination Marketing Organizations that allow partners to create and distribute unique, targeted content throughout more pages within our TripAdvisor page. The PDP program includes dedicated destination page, ad units, ad spend for increased visibility sight wide, articles about the destination, top 10 lists, event listings, photos of the destination and updated mobile platform. The Yountville PDP page received a total of 92,808 views across all devices during August 2017 – March 2018. This is a total of 366 hours of Yountville content being viewed on TripAdvisor. Yountville banners have produced 3,956 clicks to yountville.com, hotel and partner websites. Total number of impressions during the campaign 744,566. The subsequent pages include a detailed breakdown of how the program performed. FAM Tours In July 2017 we hired Fuller & Sander Public Relations, becoming our PR Firm of Record. Tom Fuller and Monty Sander have excellent media contacts and have created good report with Yountville businesses while scheduling FAM tours. The NVTID – Yountville contracts with Fuller & Sander Public Relations directly for FAM Tours, the budget is $15,000 dollars annually. We had our first FAM Tour in February, this FAM Tour was originally scheduled for October, but had to be rescheduled due to the fires.
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