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. The following journalists participated:
Christelle Bois with Gervois Magazine - Story published in Mid March
YOUNTVILLE CHAMBER OF COMMERCE 6484 Washington Street, Suite F | P.O. Box 2064| Yountville, CA 94599 | P: 707-944-0904 | www.yountville.com
Sara Hare with Diable/Napa Sonoma Magazine - Publishing in Fall 2018 issue
Nick Kontis with USA Today/Huffington Post - Publishing in coming month
Additionally, we helped schedule stops in Yountville as part of Visit California, Visit Napa Valley and a Canadian FAM Tour that included the following journalists: 1. Divina Infusino, Huffington Post 2. Fran Miller, Luxury Travel 3. Chris Sarkis, Smarter Travel 4. Amy Sherman, AFAR 5. Carey Sweet, SF Chronicle 6. Chelsea Broderick, Notable Life
Our second and third FAM Tours are scheduled to take place in June, July and August. The following journalists are participating:
1. Laurie Werner, Forbes 2. Maxine Albert, JaxFax 3. Jaslin Yu, Sing Tao Daily/Weibo 4. Emily Shuman, Cupcakes and Cashmere Blog 5. Joel Riddell, KGO Bay Area Life
In addition to FAM Tours, the following journalists have visited Yountville and contacted us to assist with a tasting, restaurant reservation, etc.
a. Domenica (Editor) & Style Mexico i. Visited April 23 b. Amber Gibson, Freelance Forbes.com/Departures/Hemispheres/etc. i. Visited April 14 & 15 c. Jenna Scatena, Freelance T&L/AFAR/SF Chron, etc. i. Visited March 28/29 d. Lizbeth Scordo, Palm Springs Life Magazine i. Visited February 18 e. Sara Schneider, Freelance Robb Report/SOMM Journal i. Visited February 16 f. JaVonne Harley/Sirius XM i. Visited 1/17 g. Kelsey Stokes/SeeKelsGo i. Visited December 3 h. Courtney Kretchman/LA Travel Magazine i. Visited December 10-19. 2017 i. Jenny Peters/LA Daily News i. Visited November, 2017 j. Danny Mangin/Fodor’s i. Visited November/December, 2017
YOUNTVILLE CHAMBER OF COMMERCE 6484 Washington Street, Suite F | P.O. Box 2064| Yountville, CA 94599 | P: 707-944-0904 | www.yountville.com
k. David Hoffman/David’s Been Here i. Visited August 11, 2017
MeringCarson Digital Marketing Campaign We will receive a detailed presentation on the performance of this campaign during our meeting on Thursday, May 10.
Yountville.com Website On October 1, we launched the newly designed yountville.com. The website showcases gorgeous imagery of our members, is easy to navigate, features a calendar of community events, member business directory and is easy to view on mobile. If you have yet to see the website, please take a moment and check it out – it represents Yountville beautifully.
Budget Allocation for FY 2018-2019 As we discuss how to allocate the NVTID – Yountville funds for the Fiscal Year 2018 – 2019, I would like to propose the following. The current partnership we have is yielding great results for the destination, now that we have the pieces in place it’s important to sustain and build on what we have created.
Budget Proposal Total Proposed for 2018-2019 Fiscal Year Contract: $175,000 dollars Social Media Marketing: $50,000* TripAdvisor Yountville Page $20,000 Management Fee of TripAdvisor $5,000 MeringCarson Marketing Project: $100,000
*Increase in $10,000 dollars that would be applied directly to the advertising budget. Total spent on ads would be $20,000 dollars.
In conclusion, we are proud to partner with the NVTID – Yountville on marketing the destination of Yountville. We have hardworking tactical strategies that make the most of our investments. The chamber Marketing Committee has been diligent overseeing the budget, strategies and monthly reports. We look forward to continuing our partnership with the NVTID – Yountville and building upon our successes over the past two years. I thank you for your consideration and support of our shared efforts and goals.
Whitney Diver McEvoy President & CEO Yountville Chamber of Commerce
YOUNTVILLE CHAMBER OF COMMERCE 6484 Washington Street, Suite F | P.O. Box 2064| Yountville, CA 94599 | P: 707-944-0904 | www.yountville.com
Yountville Social Media Report: March 2018 Facebook
# Posts Reaction / Total Fans New Likes Growth MoM Lost (unlikes) Impressions comments /
shares March 34 2,034 23,764 406 2% 96 28,526 February 35 1,053 23,358 366 2% 76 32,141 January 58 1,609 22,992 407 2% 77 32,501 December 44 2,584 22,585 221 1% 85 36,243 November 45 2,875 22,364 303 1% 72 36,572 October 42 3,521 22,061 431 2% 56 39,785 September 36 1,356 21,630 262 1% 51 21,015 August 41 2,200 21,368 381 2% 58 28,995 July 33 2,667 20,987 450 2% 60 23,748 June 37 1962 20,537 412 2% 66 24,179 May 36 1966 20,125 659 3% 59 23,976 April 33 2358 19,466 728 4% 76 33,671 Mar 39 2009 18,738 1155 7% 78 29,980 Feb 32 798 17,583 385 2% 67 17,982 Jan 32 1464 17,198 428 3% 47 34,061
Yountville Social Media Report: March 2018 Dec 27 703 16,770 375 2% 4 27,878 Nov 30 876 16,395 989 6% 17 143,263 Oct 32 1050 15,406 631 4% 12 99,979 Sept 33 925 14,775 714 5% 14 18,568 Aug 28 554 14,061 2 0% 12 3,476 July 39 368 14,059 - - 44 7,200
Followers Following Tweets This Mentions New Followers Impressions Period Followers Growth March 3,829 1,831 69 73 27 1% 55,400 February 3,802 1,829 59 63 26 1% 33,800 January 3,776 1,840 65 41 51 1% 36,800 December 3,725 1,861 65 39 58 2% 46,000 November 3,667 1,871 62 37 44 1% 33,100 October 3,623 1,884 41 32 199 6% 40,800 September 3,424 1,902 58 71 74 2% 27,700 August 3,350 1,867 70 25 43 1% 38,100 July 3,307 1,827 70 36 42 1% 31,700
Yountville Social Media Report: March 2018 June 3,265 1,828 84 32 28 1% 35,200 May 3,237 1,797 41 27 36 1% 25,800 April 3,201 2,111 80 56 114 4% 33,671 Mar 3,087 1,731 94 38 92 3% 30,318 Feb 2,995 1,813 77 27 37 1% 26,300 Jan 2,958 1,807 87 35 39 1% 28,800 Dec 2,919 1,747 84 31 35 1% 25,000 Nov 2,885 1,670 78 37 110 4% 23,000 Oct 2,775 1,532 80 42 105 7% 26,700 Sept 2,670 1,458 81 29 101 4% 25,300 Aug 2,569 1,274 71 37 178 7% 20,500 July 2,391 1,205 13 21 - - 7,400 Instagram
# Photos Followers Following Follower’s Comments Total Growth “Likes”
March 26 8,705 1,593 5% 55 4,604 February 24 8,297 1,678 6% 71 4,885 January 31 7,867 1,645 7% 120 5,822
Yountville Social Media Report: March 2018 December 30 7,344 1,796 4% 71 5,164 November 30 7,044 2,236 8% 67 5,116 October 18 6,528 2,147 9% 67 2,875 September 29 5,970 2,028 8% 48 2,936 August 31 5,539 1,784 10% 50 2,910 July 23 5,053 1,766 6% 55 2,432 June 23 4,749 1,663 8% 46 2,107 May 19 4,405 1,797 12% 48 2,123 April 22 3,916 2,391 11% 54 2,316 Mar 22 3,513 2,182 14% 81 2,457 Feb 16 3,068 2,796 5% 33 1,459 Jan 18 2,918 2,602 3% 41 1,886 Dec 18 2,832 2,510 6% 32 1,620 Nov 20 2,670 2,319 4% 39 1,489 Oct 20 2,576 2,214 5% 45 1,478 Sept 20 2,475 2,109 15% 46 1,366 Aug 23 2296 1,832 54% 46 1,427 July 0 1,960 1,191 - 2 -
Yountville Social Media Report: March 2018
Best of Facebook:
Yountville Social Media Report: March 2018
Best of Twitter:
Best of Instagram:
+
Campaign Update Campaign Update
Destination Partnership: August 2017- March 2018
Targeted Media: January 1st 2018 – April 20th 2018
2 Premium Destination Partnership
3 August 2017- March 2018 Sponsorship Highlights
• Page views – 92,808 • Total Content Clicks – 803 • Total Time with Content – 366 Hours • Most Consumed Content – Collections • Most Popular Content – Top 10 Places to Stay
5 January 1st 2018 – April 20th 2018 Banner Highlights
Placement Impressions Clicks CTR • Banner Click Through Rate - 0.42% TA SPONSORSHIP PDP Best of Destinations 300x250 1,563 9 0.58% TA COM SPONSORSHIP PDP Destinations 300x250/300x600/728x90 1,257 10 0.80% Compared to an industry average of TA COM SPONSORSHIP PDP Tourism 300x250 (B) 446 5 1.12% TA COM SPONSORSHIP PDP Tourism 300x250 (C) 136 1 0.74% 0.04% and TripAdvisor Average TA COM SPONSORSHIP PDP Tourism 300x250/300x600 (A) 3,430 56 1.63% TA COM SPONSORSHIP PDP Tourism 728x90 5,029 10 0.20% 0.10% TA MOB WEB COM SPONSORSHIP PDP 320x50 2,620 12 0.46% TA MOB na us ca napa valley 320x50 139,091 428 0.31% TA MOB na us ca napa valley Native External 61,003 417 0.68% • Highest CTR standard banner TA na us ca napa valley 300x250 300x600 728x90 495,027 2,168 0.44% TA Run Of Site 300x250 300x600 72890 | Added Value 34,964 37 0.11% targeted placement – 0.68% Native 744,566 3,153 0.42% External (mobile) • Banners produced 3,153 Direct Clicks to the DMO website
6 Visit Yountville Campaign Highlights
• Total Budget Spent = $18,399.5 Yountville Aug17 - April18 Total Budget Spent $ 18,399.50 • Total Impressions = 744,566 Total Sponsorship Pageviews 92,808 Cost per Pageview $ 0.20 Total Impressions 744,566 eCPM $ 24.71 • Total Direct Clicks = 3,956 Total Direct Clicks 3,956 Cost per Click $ 4.65 • Cost per Click = $4.65
7 Shaina Kennedy Destination Marketing Manager, West Coast
May 3, 2018
Mr. Steve Rogers NVTID‐Yountville 6550 Yount Street Yountville, CA 94599
RE: 2018‐19 TID Funding Application
Dear Steve,
We are pleased to submit our application for funds supporting the 8th annual Napa Valley Film Festival (NVFF) taking place November 7 – 11, 2018. We appreciate the generous support in past years, and we welcome the opportunity to build on our partnership with Yountville and its lodging and business communities.
NVFF’s first seven years have been a successful addition to Napa Valley’s cultural landscape: ‐ Bringing independent and awards season films and filmmakers into the valley ‐ Highlighting Napa Valley’s outstanding food and wine and hospitality ‐ Projecting a spirit of inclusivity, with events taking place throughout the valley and with a wide array of price points ‐ Growth from just under 25,000 total attendance year one to over 50,000 expected in 2018 ‐ $5 million dollars of direct spending by festival attendees each year ‐ An increasing percentage of available lodging booked by festival attendees, with longer stays and higher average daily rates (all on positive trend‐lines) ‐ A positive reputation in the entertainment industry, combining the best of the destination with important contributions supporting the work of independent filmmakers and promoting higher profile projects and talent at precisely the best time of the year.
We anticipate continuing all of these positive upward trends in 2018, 2019 and beyond. Over the next few years, we hope to return to one of the original tenets of our founding vision: to position Yountville as the VIP center of the festival, and home to the most exclusive film/food/wine/lifestyle experiences, available primarily to those attending from outside the area and booking multi‐night stays in Yountville’s exclusive lodging properties. The enclosed application details our new proposal to be executed with $27,500 of financial support from NVTID‐Yountville and in collaboration with the local lodging community.
Thank you for the opportunity.
Marc Lhormer, Founder Executive & Artistic Director
May 3, 2018
NVTID - Yountville Board 6550 Yount Street Yountville, CA 94599
Dear NVTID - Yountville Board Members,
The Napa Valley Performing Arts Center at Lincoln Theater is grateful for the opportunity to apply for a grant of $30,000 for the second year of a 3-year strategic marketing plan to increase corporate rentals of the theater for large events, including conferences, trade shows, professional development seminars and other venue rental activities. This proposal requests funding for the second year of this project.
A strong and robust corporate event rental program at the theater will contribute significantly to Yountville’s hospitality and tourism sector. We have made a strong start in year one of this project by building a solid foundation that has already seen results. The continuation of this project will attract new, professional visitors from outside the Napa Valley year round, especially during the shoulder months (December – March) and midweek, for multi-day, overnight stays in Yountville. It will also help build the brand of the town and Lincoln Theater as a destination for world-class professional and cultural experiences in addition to food and wine.
Thank you for your consideration of our request. If you have any questions, or need additional information, please contact me.
Sincerely,
Patricia Moskowite General Manager
NVTID YOUNTVILLE - APPLICATION CHECKLIST
Application Date: 5-3-2018
Name of Organization: Napa Valley Performing Arts Center at Lincoln Theater
Amount Requested: $30,000
□ Complete Application Checklist □ Letter of Authorization signed by designated Organization Contact, summarizing request □ General Applicant Information (Section A) □ Summary of Organization Current Budget (Section B) □ Summary of Project (Event, Activity, Collateral Material or Service) being requested (Section C) □ Detailed financial aspects of the funding request (Section D) □ Depending on the scope of the project, current insurance certificates may be required if your proposal is accepted. □ Agreement with the Napa Valley Tourism Improvement District - Yountville to incorporate sponsorship acknowledgement in event collateral, advertising, and related promotions.
8/23/2017 SECTION A – APPLICANT INFORMATION
Name of Organization: Napa Valley Performing Arts Center at Lincoln Theater
Executive Director/President of Organization: Patricia Moskowite, General Manager
Point of contact regarding this application: Patricia Moskowite
Address: PO Box 2675, Yountville, CA 94599
Phone #: 707-944-9900
E-mail: [email protected]
Date organization was established: 1995
Organizational structure (Non-profit, LLC, etc.)? 501 (c)3 - Nonprofit
Organization’s fiscal year? January 1 through December 31
Number of staff? 10
Organizational objectives and activities?
As the home for performing arts in the Napa Valley, Lincoln Theater is dedicated to offering a rich array of music, dance, theater and other engaging programs to audiences of all ages and backgrounds. From presenting world-class artists to producing Symphony Napa Valley, we bring the Lincoln Theater Experience to the community through live performances, free concerts, in- school music programs and the use of this unique, state of the art venue by organizations throughout the Valley.
The Theater brings hundreds of hours of live performances to the Valley and provides 58,000 individuals, from toddlers to seniors, access to the performing arts both on our stage and in local schools. We produce over 14 free children’s and community concerts and offer free tickets to other performances. Our Artist in Residence program provides 12 recent graduates of the San Francisco Conservatory of Music with opportunities to perform with Symphony Napa Valley, tutor local youth symphony musicians, and provide over 1000 hours of instruction in schools and preschools each year. Symphony Napa Valley, the Valley’s only full, professional symphony orchestra, is now in its fourth season and attendance is up 38%.
Since 2012, the theater has seen consecutive years of operating surplus, established an operating reserve, built strong partnerships in the community, offered an array of education and access programs, increased Symphony attendance, and expanded the number of free concerts offered. We have also built strong working relationships with over 39 arts partners, schools and community groups.
As the largest performing arts venue in the Napa Valley, Lincoln Theater is uniquely positioned to accommodate a wide range of corporate events year round. The theater is the only venue in the Valley that can accommodate up to 1,200 seated guests. It is a state-of-the-art venue with a wide selection of space configurations for events of all sizes and offers an array of arts and cultural programs in a beautiful setting. By working together, the theater and its Yountville partners can offer an exceptionally attractive and competitive package to corporate event planners.
8/23/2017 SECTION B – SUMMARY OF ORGANIZATION AND CURRENT BUDGET
Please attach these items to the application. The NVTID- Yountville will insure utmost confidentiality in protecting any financial documents submitted as part of this process.
The current year’s budget is attached.
SECTION C – PROJECT BUSINESS PLAN & SUMMARY OF REQUESTED FUNDING
Provide a detailed business plan. Include project description, purpose, location, duration, etc.
PROJECT DESCRIPTION
In 2017, with a grant of $30,000 from the NVTID-Yountville board, Lincoln Theater launched a 3-year strategic marketing plan to increase corporate rentals of the theater for large, multi-day events, including conferences, trade shows, professional development seminars and other venue rental activities. This proposal requests funding for the second year of this effort.
This project will attract new, professional visitors from outside the Valley year round, especially during the shoulder months (December – March) and midweek, for multi-day, overnight stays in Yountville. It will strengthen awareness of Lincoln Theater and build on Yountville’s brand as a destination for world-class professional and cultural experiences, in addition to food and wine.
Specifically, our goal is to increase the number of corporate events at the theater by at least 4 per year within 3 years. We anticipate this will increase overnight stays by at least 2,800 room nights per year by the end of the 3-year period. To this end, Lincoln Theater will undertake a targeted, multifaceted marketing plan that builds on Yountville’s status as a destination for world-class culture, arts, food and wine in the Valley and expands the market for visitors during the shoulder months and mid-week.
ACCOMPLISHMENTS IN THE FIRST YEAR
Funding was received in December of 2017, so we are only 5 months into this project, but we are already seeing substantial returns on this investment. We have submitted an Interim Report, but briefly, the deliverables for the first year of the project have been accomplished or are on track to be completed by the end of the grant period.
• Booking at least 2 new corporate events:
o Our focus in year one has been on corporate events of all sizes that are closer to home. To that end, we have booked 3 new mid-week events in 2018 with an estimate of over 800 total attendees, many from out of town. We are working with the organizers to track Yountville room nights. 8/23/2017
o We are working with Live in the Vineyards, JCB Wines and John Legend Touring Company to bring new corporate focused events to the Theater, resulting in an estimate of 3,000-4,000 visitors, most from out of town.
• Recognition of NVTID-Yountville in Lincoln Theater marketing components, • Weekly e-mails to the chamber and hotels, • Recognition of NVTID-Yountville in corporate rental flip book/online brochure • Lincoln Theater inclusion on Yountville’s TripAdvisor site.
YEAR TWO ACTIVITIES
This proposal requests funding for the second year of a 3-year strategic marketing effort that began in December of 2017. In year two, we will complete the following tasks:
• Continue top-to-top meeting outreach and business development via increased distribution of comprehensive and dedicated online and printed marketing outreach support materials/collateral
• Develop Corporate Event Marketing presentation pitch with partner associations and organizations thru paid membership benefits, including meeting referrals, online listing guides and printed brochures, and trade publications.
• Expand and update corporate target list (local/regional/national) to increase exposure and develop referrals
• Annual trade show registration, attendance and promotional participation
• Build digital marketing platform and outreach —email/CRM campaign including e- postcard, dedicated web page, dedicated social media, and paid advertising in trade publications
PROOF OF CONCEPT
In February of 2017, the theater hosted the VOLVO Corporation for their annual Dealer Conference of the Americas. Volvo rented the theater for 8 days. Approximately 600 dealers attended. Hotel revenues in Yountville totaled over $200,000, (552 room nights at $358 per night, based on the average cost of rooms in Yountville). In addition to hotel spending, the 600 attendees frequented local restaurants for dinner on at least two nights, and the event staff of about 50 ate breakfast, lunch and dinner at local restaurants during the entire 8-day rental period. According to Visit Napa Valley’s 2016 Napa Valley Visitor Profile and Economic Impact Summary, the average day trip visitor spends $90 per day, and overnight guests spend more than double that figure, $210.
While our long–term focus has been on securing these types of large corporate events from outside Napa, in the first year we have starting closer to home to attract events of all sizes that are in the County/Bay Area that have not traditionally come to Yountville.
8/23/2017 Project Goal – what will it achieve in advancing Yountville’s hospitality and tourism sector?
The long-term goal of this project is to advance Yountville’s hospitality and tourism sector and diversify Lincoln Theater’s rental client base by increasing the number of multi-day corporate events hosted at our venue by at least 4 events and 2,800 room nights per year by the end of year 3. We are requesting funding for the second year of this 3-year project to achieve the following key objectives:
1. Continue target list outreach, one-on-one site visits of a comprehensive corporate rental and special event strategy that showcases the resources, amenities and capabilities of the theater in partnership with the town of Yountville and its lodging and hospitality establishments. 2. Expand Yountville’s strong brand while leveraging its reputation for fine food and wine to strengthen recognition of the theater and the town as a mecca for world- class corporate events and travelers 3. Increase the number of multi-day corporate events during the shoulder season in particular to expand theater use and hotel occupancy rates in Yountville.
Will the economic benefits extend beyond the Town of Yountville? What is the impact on Napa Valley at large vs. the local Yountville community?
These events would result in increased overnight stays in Yountville lodging establishments and increased visits to Yountville restaurants and merchants. The benefits will extend beyond Yountville depending on the size and the lodging available.
How does your project enhance or promote the Yountville “brand”?
Marketing efforts will showcase the Theater as a thriving component of Yountville’s brand experience and its “Passeggiata” culture while highlighting the town as a draw for corporate clients. In partnership, the Yountville brand and the theater’s unparalleled amenities are a “sweet spot” in the high-end professional luxury travel space.
What is the methodology used for determining how this project/event/product will result in increased lodging, room-night bookings?
We have analyzed past corporate rental data, economic impact data on out of town visitors, and other information provided by Visit Napa Valley and our partners and will adjust the parameters of the project with ongoing evaluation.
8/23/2017 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.
Lincoln Theater has established local partnerships and is building new alliances with Yountville lodging and hospitality establishments. Further, the Lincoln Theater’s website with corporate rental flip-book/online brochure, electronic lobby signage, programs, rack cards and social media acknowledges all partners, including Yountville hotels.
Is this expected to be an ongoing or one time project? Will it build upon existing or previous activities or programs?
This proposal requests support for the second of a 3-year strategic marketing project that builds on our existing rental programs and outreach. It will also benefit from overall marketing and outreach efforts for our arts and cultural programming. Once established, the corporate rental program will be an ongoing annual effort.
Who is the target audience and what is the expected number of participants/spectators?
We will target the decision makers at top Fortune 1000 companies with responsibility for event planning, conferences, trade shows and professional development seminars, including the relevant local chapters of associations, such as Meeting Planners Institute, the San Francisco Travel Association and luxury professional trade shows.
In the first year, we began by targeting the Wine Country (Napa/Sonoma/Marin), Sacramento, San Francisco, Silicon Valley, and California as a whole. We will expand this list by developing relationships with corporate contacts on the West Coast (including Seattle, Portland, etc.) and at the national level (including NY/NJ/CT, DC, TX, etc.)
In years two and three we have a target of booking at least 2-6 events per year resulting in 1,400-2,800 distinct and unique new non-leisure visitors with disposable income to spend on extended and returning leisure visits.
Provide expected number of attendees (local and out-of-town guests).
In Year 2, our goal is to book 2-4 new events with at least 2,100 attendees. In Year 3, we have a goal of increasing that to at least 2,800 distinct and unique new non-leisure visitors per year. Of these, most would be out of town guests requiring lodging.
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?
Anne Mullaney (Consulting Marketing Director) has worked in corporate marketing with Fortune 500 companies in San Francisco, Chicago and New York,
8/23/2017 including brand development, marketing strategy and event planning. She brings her considerable experience and to connect companies with the unique offerings in the Napa Valley. She will direct the corporate rental venue project.
Christian Parks (Operations Manager) has successfully managed administration for Festival Napa Valley as Administrative Director. He also ran commercial and university events through ARAMARK. He has also managed all theater rental programs for the past 4 years. He will manage all operational elements.
Patricia Moskowite (General Manager) has 12 years of experience running all aspects of events at the Lincoln Theater. Moskowite joined the Theater in 2006, and has worked in all areas of theater management. She will provide financial oversight.
Heather Seney (Marketing Associate) has worked in performing arts and music venues for nearly 7 years. She will implement and oversee the day-to-day implementation of the corporate event details.
Identify the name and role of any project partners or sponsors.
We will continue to work with partners in all sectors of Yountville’s lodging and hospitality industries, including hotels/restaurants (Napa Valley Lodge, Bardessono, Hotel Yountville, Villagio, North Block and more); Wineries (Charles Krug, Jessup Cellars, JCB); Associations (Visit Napa Valley, Napa Valley Vintners, Town of Yountville, Yountville Chamber of Commerce, SF Travel); and Transportation (Vine Shuttle, Yountville Trolley, Wine Train).
All partners will gain general marketing and media exposure in local, Bay Area and national media, collateral materials, venue signage, website, online, and traditional advertising. The NVTID - Yountville will also be recognized in all our regular program and institutional marketing. This will include logo placement in all Lincoln Theater programs, website, e- blasts, rack cards and other efforts in local, regional and national markets.
Schedule for implementing project, which will vary depending on a product or event.
Year 1 (Completed): We have built a strong foundation, including: 1) creation of a local/regional target list, 2) development of marketing outreach and support materials, and 3) establishment of paid memberships to leading event rental associations and organizations to activate business development strategies (referrals, listing guides, trade shows and paid advertising). Work samples/collateral are included in the Interim Report.
Year 2: Build Relationships: Leverage marketing, association partners and trade publications, including 1-1 meetings/site visits with expanded target list to secure contracts, trade show participation (local/regional), paid advertising.
Year 3: Build reach and loyalty: Cultivate annual events and long-term partner programs, including meetings/site visits with expanded target list to secure contracts trade shows participation (national), update/expand online/printed marketing materials and collateral, paid advertising, media/pr campaign. 8/23/2017
SECTION D – FUNDING REQUEST
Lincoln Theater Corporate Venue Rental Marketing Project Budget - Year Two
July 1, 2018 - June 30, 2019
Expenses Consulting Marketing Director $ 6,000
Creative Development $ 4,000
Creative Production and Printing $ 3,000
Marketing and Advertising Print $ 10,000 Digital/Social Media $ 4,500 Professional Development/Association/Trade Show Fees $ 2,500
Total Corporate Venue Rental Project Budget $ 30,000 Percentage of organization budget: 2%
Amount Requested from NVTID Yountville for Corporate Marketing $ 30,000
Budget Note This is a standalone project with its own budget, but it is also a critical part of our overall institutional and program marketing strategy. The two will directly and indirectly support and amplify one another. Therefore, NVTID Yountville funding for this project will be leveraged by our overall marketing dollars spent to increase its impact.
Overall Institutional and Programming Marketing Budget $ 102,832 Percentage of organization budget: 7%
Combined Total Marketing $ 132,832 Percentage of total organization budget: 10%
8/23/2017
Lincoln Theater NVTID-Yountville Interim Report
2017-18 Grant Cycle
5/3/18
Scope of Work
In 2017 the Lincoln Theater received a $30,000 grant from NVTID-Yountville to launch a 3-year strategic marketing plan to increase corporate rentals of the theater for large, multi-day events, including conferences, trade shows, professional development seminars and other venue rental activities. This grant provided funding for the first year of this project.
The scope of work and deliverables include: 1) target of at least 2 new events, 2) recognition of NVTID-Yountville in Lincoln Theater marketing components, 3) weekly e-mails to the chamber and hotels, 4) recognition of NVTID-Yountville in corporate rental flip book/online brochure, and 5) Lincoln Theater inclusion on Yountville’s TripAdvisor site.
Funding was received in December of 2017, so we are only 5 months into this project, but we are already seeing a return on this investment. As of the date of this report, the following deliverables have been accomplished or are on track to be completed by the end of the grant period of June 30, 2018.
Deliverables
1. TRACKING HOTEL STAYS IN YOUNTVILLE
It is a challenge to accurately estimate hotel stays by patrons, especially with corporate rentals, as we are limited in our ability to track attendee details. As a general indicator, we have included data from ticket sales and a survey of theater attendees from the last 12 months. In our final report (to be submitted in July 2018) we will provide an estimate of the additional room nights from new corporate rentals as a result of work done with this grant in year one.
Total Number of Visitors to Lincoln Theater in the 2017-2018 Season: 58,765
Where Lincoln Theater Patrons Are From
Napa County 38% Outside of Napa 62% County
2 Total Number of Survey Responses: 869 Total Percentage of Respondents That Stayed in Hotels: 8%
Total Room Nights By Town
12% Yountville
Napa 13% 36% Calistoga 4% St. Helena
35% Other
If we consider the survey to be a representative sample size (and it probably slants towards those who didn’t stay in hotels, as the type of person with the disposable income to stay in Yountville might be less likely to answer online surveys for free tickets) then we can infer the following:
• Total Non Unique Visitors to the Theater: 58,765 • Total Visitors - Assuming an Average of 2 Patrons Per Purchase/Room: 29,382 • Total Percentage of Surveyed Patrons That Stayed in Hotels: 8% • Total Percentage of Surveyed Patrons Who Stayed in Yountville: 35% • Total Number of Theater Patrons Estimated to Stay in Hotels in the Valley: 2,350 • Total Number of Patrons Who Stayed in Yountville: 822 • Average Number of Room Nights in Yountville: 2.52
2017-2018 Season Estimated Yountville Room Nights for Theater Patrons: 2,072
2. NEW CORPORATE EVENTS BOOKED OR IN NEGOTIATIONS
While our ultimate goal has been to expand the number of large corporate events from outside Napa, we are starting closer to home as there is untapped potential to attract events that are in the County, but have not traditionally come to Yountville. We are also seeing an uptick in bookings for smaller corporate events since this project began. We have thus adjusted our strategy to take full advantage of these two opportunities in pursuit of our overall goal to increase corporate rentals (large and small) at Lincoln Theater and overnight stays in Yountville.
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New Large and/or High Profile Corporate Events
• Live in the Vineyards: (November 2018) As part of this project, we opened negotiations with Live in the Vineyards to relocate both their events to Yountville, starting with the Fall 2018 show. Live in the Vineyards has 2 annual events that cater almost exclusively to a corporate clientele and will bring in approximately 2400 attendees to the Theater, most from outside the Napa Valley. Although these events are not new to the Valley, they would be new to Yountville (as a recurring event – they did move their event to the Theater as a temporary measure in 2015) and we anticipate that hotel stays in Yountville will increase as a result.
• JCB Wines (Dates TBD) We are working with JCB Wines to create 2-4 high-end corporate entertainment events for their national and international wine club members. Under consideration are entertainers like John Legend as part of a package that would include multi-day VIP experiences in Yountville. This is an example of the unique types of corporate events we can bring to Yountville that will result in increased hotel stays.
• John Legend Touring Inc. (Dates TBD) An interesting opportunity has arisen as a result of our conversations with John Legend’s touring team. They work with several high profile artists (and know other touring companies who do the same). They are interested in using Lincoln Theater for rehearsals when they are in the Bay Area. This would result in high profile, multi-day, midweek stays for the artists and their crews (averaging 20-40 people). While the numbers may be small, the visibility would be high and the demographic very desirable.
New Small to Medium Sized Corporate Events
• UC Davis (May 2018) Mid-week training seminar with Bruce Perry (featured on Oprah Winfrey). Over 350 attendees expected, many from out of town. We are working with the organizer to track hotel stays.
• Wines and Vines (August 2018) Mid-week conference and trade show. There will be 350 people attending, plus approximately 25 vendors and staff, many of whom will be from out of town. We are working with the organizer to track hotel stays.
• McCollisters Transportation Systems – (November 2018) Mid-week corporate retreat and reward for top earners from outside Napa. There will be 70 people attending, most staying in Yountville for an estimated 280 room nights.
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3. RECOGNITION IN ADVERTISING AND COLLATERAL
• Corporate Rental Flip Book & Online Brochure: Comprehensive design, creation, production and execution of a Lincoln Theater “Corporate Rental Program and Special Events” flipbook/online brochure, with inclusion of Yountville.com logo and detailed info sheet on the NVTID-Yountville and the Hotels and Inns of Yountville. See attached.
• Marketing and Advertising: Inclusion of NVTID-Yountville and Yountville.com logos as high-level sponsor in approximately 10-12,000 printed programs for all Lincoln Theater produced performances and events (as well as some rentals, up to 24 separate events with an average of 500 produced, printed and disseminated per event). See attached.
• Website: Inclusion of NVTID-Yountville and the Hotels and Inns of Yountville, including link to Yountville.com, in “Stay and Play” section of Lincoln Theater's website, with individual listings and logos.
• CRM Outreach/Weekly Subscriber Newsletter: o Weekly updates on 30+ calendaring sites o Weekly email blast to Lincoln Theater subscribers (30,000+)
• Digital/Social o Digital display of NVTID-Yountville and the Hotels and Inns of Yountville logos on digital advertising display in theater lobby on annual 12-month rotating basis, including Yountville.com o Lincoln Theater’s Facebook page
• Multiple Campaigns included “Stay in Yountville” and Chamber information/logo o Rack Cards – 46,000 with a distribution at 326 sites outside of Napa. o Radio – KVON/KFOG locally, KDFC in San Francisco, KXPR in Sacramento o Social Media – Facebook (4,762 Followers)
4. CORPORATE MARKETING OUTREACH
Email outreach, top-to-top meetings and collaboration opportunities and agreements were implemented with:
• Individual Yountville lodging entities: o Villagio and Vintage Inn — Kini Sanborn o Napa Valley Lodge — Max Campagnola, Donna Cowan
5 • Visit Napa Valley o Upgraded Lincoln Theater membership to Executive Membership Level ($1500 annually) including group sales leads trade show participation
• SF Travel o Annual membership of Total Customer Package, including consumer/corporate marketing, working with meeting planners to support program opportunities and options for media coverage
• MPI o Attendance and representation at annual PYM LIVE - San Francisco, March 2018 o Registered member
• CANVAS o Attendance and representation at CANVAS Trade Show for Event/Meeting Planners, July 2017
• Silicon Valley o Ongoing discussions and email leads with: § Tammy Samet, Google Corporate Retreats § Lisa Pom, PopUpNapa, Special Events for Silicon Valley § Alf Nucifero, Luxury Marketing Council of San Francisco
5. WEEKLY COMMUNICATIONS WITH HOTELS AND CHAMBER
We are implementing a weekly email and info sheet to send to hotels and the Chamber. We will also be working with the new Chamber program to provide a monthly packet of information to concierges in Yountville starting in June of 2018.
6. YOUNTVILLE TRIPADVISOR
We are developing ad banner placement-ready creative materials for the site in accordance with detailed information and timelines provided by staff of Yountville Chamber of Commerce.
NOTE: WORK PRODUCTS AND SAMPLES ARE ATTACHED
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THE LINCOLN THEATER EXPERIENCE
Corporate Rental Program & Special Events
Updated Spring 2018 Centrally located in the heart THE LINCOLN of world famous Napa Valley, Lincoln Theater is wine country’s THEATER premier performing arts venue. EXPERIENCE Home of Symphony Napa Valley, the Napa Valley Performing Arts Center at Lincoln Theater showcases diverse programs A Gem in the Heart of from around the world and hosts Napa Valley a variety of truly unique events.
From business professionals to arts lovers, our unrivaled 1,200 seat auditorium, world-class Lincoln Theater can stage and orchestra pit, striking glass atrium lobby, and elegant accomodate a range of mezzanine offer the flexibility events, including: to design an original event. Any combination of our multiple, unique meeting spaces can • Trade Shows accommodate everything from • Conferences conferences and workshops to • Workshops seminars, concerts, weddings, fundraisers, galas and private • Special Events events. • Concerts Our professional staff delivers • Parties full-service production support, • And more creative expertise, and unrivaled customer service that ensures your event enjoys the memorable treatment it deserves to achieve your vision. FEATURES & AMENITIES
ARTS & CULTURE CENTER CAMPUS Nestled in the foothills of the Mayacamas Mountains, Lincoln Theater was built on the grounds of the nation’s largest and oldest Veteran’s Home and overlooks vineyard views in a park-like setting. Lincoln Theater is conveniently located off Highway 29 in beautiful Yountville, home of world-renowned spas, wineries, and restaurants, including The French Laundry.
Neighboring Vintner’s Golf Club is recognized as a premier destination in Northern California with a championship nine-hole resort course. Nearby Napa Valley Museum highlights the history, environment and culture of the Valley alongside traveling art exhibitions.
In the early morning hours, the striking colors and tranquility of a parade of hot- air balloons can be spotted serenading over the valley floor. It’s a welcome sight, enjoyed by tourists and locals alike, as an everyday reminder of the specialness of living in such splendor.
THEATER LOBBY & GRAND STAIRCASE A grand two-story entrance and exhibition area with floor-to-ceiling windows, this 4000 square foot, elegant space is flexible and can accommodate up to 300 seated or up to 500 standing guests for a cocktail reception. There are two concession areas, a cold kitchen, TV monitors and a coat check room. The towering ceilings, vast windows and stunning spiral staircase give this space a striking feel that is adaptable for trade shows, seminars, weddings, sit-down luncheons and dinners. FEATURES & AMENITIES
LINCOLN STAGE The 1,200 seat auditorium is the largest in the Valley and features state-of-the-art acoustics, sound and lighting, upper level balconies, private boxes, and a soundproof booth that would be perfect for general sessions, speaker events and performances. The stage is also large enough to hold a wine- tasting session for 100 guests and strong enough to unveil a collection of cars.
MEZZANINE LOUNGE The Upper Foyer is an ideal spot for receptions and dinners, “corridor talk” and break-out sessions. The long, wide carpeted space will hold approximately 100 guests, with a concession area, glass railing and views of the Grand Foyer murals and spacious tree-filled grounds surrounding the theater. FEATURES & AMENITIES
BOARD AND MEDIA ROOM At 660 square feet, this space can hold 45-80 people comfortably. The room has a projection screen and a separate kitchenette and private restroom. Uses for this space would include meetings, conferences, dinners, luncheons and receptions.
LINCOLN TERRACE Opening off the Board and Media room is a gorgeous outdoor terrace with spectacular views of the Napa Valley, including an arboretum and the vineyards of Domaine Chandon.
RECEPTION SUITE AND BREAK OUT ROOMS
Lincoln Theater also offers multiple areas for use as breakout spaces, including a multi-purpose rehearsal room with floor-to-ceiling mirrors and windows and a separate entrance. This room is perfectly appointed with a grand piano for music receptions, dance rehearsals or small private gatherings. An additional room offers comfortable seating, floor to ceiling windows, and a kitchenette. These spaces are perfect for break out sessions, meetings and other VIP hospitality needs. “Absolutely amazing teams at work here making up the silent “The Lincoln Theater and its force of greatness behind team are Napa Valley’s the scenes. They deserve secret gem. They deserve mountains of credit for the to be discovered by the success of our presentation and all its moving parts. The corporate world. They Lincoln Theater team goes carry our highest miles beyond what we ever recommendation.” has been before. Super honored and proud to work — Alf Nucifora, Chairman with you all.” The Luxury Marketing Council of San Francisco —Ben Mahoney, Director of Operations, Napa Valley Film Festival
“The Council conducts 40+ “Congratulations for an events annually, but we extraordinary program. I’ve can honestly report that done a few of these over the Lincoln Theater hosted my career and know how event is one of our rare complex they are, from favorites. The facility logistics, meeting content, exceeds expectations in car placements, VIP guests every respect - ambiance, and everything else. I couldn’t be happier with our execution parking, exhibit space,
of all facets for this program.
Donec dictum lighting and acoustics, as It exceeded our expectations. well as A/V capabilities. In total this program was the turpis eget mollis“ best they had ever attended. “ The Lincoln Theater staff This is high praise indeed. fringilla. Aliquam are its secret weapon. Thanks for your hard work. lorem metus. Their professionalism is You should be very proud of unmatched. “ your accomplishments!” — Steve McCarthy, Event — Alf Nucifora, Chairman Partners Inc. for VOLVO The Luxury Marketing North America Council of San Francisco OUR HOTEL PARTNERS
For more info on Hotels & Inns of Yountville, please visit www.yountville.com LET US HOST YOUR NEXT SPECIAL EVENT
100 CALIFORNIA DR., YOUNTVILLE, CA [email protected] | 707.944.9900
LINCOLNTHEATER.ORG NVPAC @ LINCOLN THEATER: 2018 BUDGET
TOTAL OPERATING FORECAST - LINCOLN THEATER 2018 REVENUE DEVELOPMENT 489,300 CREATIVE PROGRAMMING 272,900 VENUE RENTAL 380,300 CONCESSION & OTHER 58,400 TOTAL REVENUE 1,200,900
EXPENSE DEVELOPMENT EXPENSE 115,100 PRODUCTION EXPENSE 224,000 VENUE RENTAL EXPENSE 76,060 CONCESSION & OTHER EXPENSE 23,360 TOTAL DIRECT PRODUCTION, RENTAL, DEVELOPMENT & OTHER 438,520
SG&A EXPENSE TOTAL PAYROLL & RELATED 514,242 TOTAL UTILITIES & MAINTENANCE 104,160 TOTAL ADVERTISING & PROMOTION 44,195 TOTAL AUDIT, LEGAL & CORPORATE FILINGS 3,110 TOTAL INSURANCE 14,789 TOTAL SG&A - OTHER 68,410 TOTAL SG&A EXPENSE 748,906
TOTAL EXPENSE 1,187,426
OP PROFIT / (OP LOSS) - UNRESTRICTED CASH BASIS 13,474
May 7, 2018
Steven Rogers, Town Manager Town of Yountville 6550 Yount Street Yountville, CA 94599 Ref 2018/19 TID Application Dear Steve, Please find attached our TID Application for 2018/19. We are thrilled to report that in 2017, 108,454 people used the Vine Trail to connect to Yountville. This equates to almost a reduction of 300 single occupancy car trips per day on the SR29 and Solano Avenue corridors. The Town has been a major beneficiary of the Vine Trail’s direct contribution to the construction, maintenance, and art program within the Town of Yountville totaling over $295,000. In addition to considering this year’s request, we respectfully request that the Yountville TID consider allocating $10,000/year for the remaining four years of the Visit Napa Valley pledge through 2022/23. This is the approach taken by the other TIDs in the County and would insure that we can continue our work including the future connection between Yountville and St Helena. We appreciate Yountville’s past support. Regards,
Philip Sales Executive Director
CC: Chuck McMinn, President
NAPA VALLEY TOURISM IMPROVEMENT DISTRICT – YOUNTVILLE EXTERNAL FUNDING PHILOSOPHY
GUIDELINES AND APPLICATION FORM
The Napa Valley Tourism Improvement District (NVTID) was created in 2010, and is funded through an assessment on hotel room nights implemented and collected by lodging businesses throughout the Napa Valley. The NVTID-Yountville is the local governing board which focuses on the local spending of the half percent (.005) of the total TID assessment of two percent (2.0%) that is generated within the Yountville town limits. 1.5% goes to the regional TID and .05% stays within the local community to support local strategies and initiatives.
The intent of the assessment is to support local activities and products that promote, support and enhance locally based tourism and hospitality efforts. The Napa Valley is well-known as North America’s legendary and premier wine-tourism destination. In Yountville we are committed to use that positioning to appropriately and strategically market the unique high end resort and culinary destination that represents what is the Yountville “brand” with and its many wine, culinary, cultural, and lodging and other hospitality destinations.
The NVTID-Yountville typically directly funds activities and programs which it manages itself or contracts out to others. On a limited basis, and subject to available funding, the NVTID-Yountville board may consider external requests for funding support from outside organizations but has no obligation to do so. The NVTID-Yountville Local Governing Board may entertain requests for funding whose sole objective is to advance tourism and hospitality in a significant and measurable way and which will have a demonstrated economic impact specific to the Town of Yountville community.
Requests for Funding are to be considered at the sole discretion and direction of the NVTID-Yountville governing board. Requests for funding will be evaluated based on how well the request meets the overall intent and spirit of the criteria outlined below. Please note that requests that do not meet these goals will not be considered.
Criteria used by Governing Body for evaluation of funding requests include:
Develop events or activities that help drive higher end tourism to the Yountville community reflecting the unique demographic visitor niche existing in Yountville. Events should be Yountville centered and focus on marketing to fill the unique high end 451 rooms that represent the Yountville lodging demographic. If not singularly Yountville focused, the proposal should have a dedicated marketing element appropriate for the Yountville brand. Preference is given for events or activities that primarily focus on travel Sunday through Thursday during the shoulder season months of December through March – known as the Cabernet Season. Yountville lodging typically approaches 100% occupancy on weekends. Proposals which focus on mid-week and slow season bookings or trigger extended stay night minimums are preferred.
5/7/2018 Events or activities which support corporate events which bring midweek business Sunday – Thursday overnight stays year around are preferred. Seek to create and sustain events or activities that compel visitors to stay overnight. Although Napa Valley and Yountville is a popular destination for tourists on day-trips, the ultimate goal of this application is to put ‘heads in beds” and extend stays in Yountville lodging. The event or activity will enhance the Yountville guest brand experience. Applications requesting funding from the NVDC and/or other local TID’s are not generally favored unless they can focus on how the activity will uniquely benefit the Yountville lodging community. Applications requesting operating funding are not generally encouraged. We tend to prioritize support for Yountville focused marketing and advertising efforts. Applicants will need to provide an operating budget and indicate other sources of funding and/or revenue. Applicants should demonstrate the financial health and accountability, creativity, and strong management of your organization to fulfill these objectives. Applicants should be willing to share database with Yountville lodging properties for cross marketing efforts. Applicants should identify a measurement tool or metric that can be used to determine Return On Investment (ROI) focused on lodging needs first and general economic impacts secondly. How will we identify the success or positive impact of your project/event?
5/7/2018 NVTID YOUNTVILLE - APPLICATION CHECKLIST
Application Date: May 7, 2018
Name of Organization: Napa Valley Vine Trail Coalition
Amount Requested: $10,000
Complete Application Checklist Letter of Authorization signed by designated Organization Contact, summarizing request General Applicant Information (Section A) Summary of Organization Current Budget (Section B) Summary of Project (Event, Activity, Collateral Material or Service) being requested (Section C) Detailed financial aspects of the funding request (Section D) Depending on the scope of the project, current insurance certificates may be required if your proposal is accepted.
We will provide this as needed
Agreement with the Napa Valley Tourism Improvement District - Yountville to incorporate sponsorship acknowledgement in event collateral, advertising, and related promotions.
The Vine Trail will cooperate to acknowledge Yountville TID and VNV both in marketing and in donor recognition.
5/7/2018 SECTION A – APPLICANT INFORMATION
Name of Organization: Napa Valley Vine Trail Coalition (NVVTC)
Executive Director/President of Organization: Philip Sales Exec Director, Chuck McMinn, President
Point of contact regarding this application: Philip Sales Exec Director
Address: 3299 Claremont Way Suite 4, Napa CA 94558
Phone #: 707-252 3547 x 200
E-‐mail: [email protected]
Date organization was established: September, 2008
Organizational structure (Non-‐profit, LLC, etc.)? non-‐profit 501(c)(3) ID 26-‐3426758
Organization’s fiscal year? July-June
Number of staff? 2 FTE
Organizational objectives and activities?
The Vine Trail Coalition is in its 9th year of leading a community-wide effort to design, fund, build, market and maintain a continuous walking and biking trail, separate from the road, linking all of Napa Valley.
Our objective is to:
• Create a unique region-wide corridor and high-end tourism magnet • That links all Napa Valley communities to each other and to the greater Bay Area • In a non-motorized, environmentally sensitive, healthy way • That will see 3 million uses per year (half from visitors) • And generate over $165 million in increased economic benefits • In one of the most scenic valleys in the USA
Our activities include: • Assist municipalities with securing grant funding • Raise matching and maintenance funds through philanthropy • Create an endowment fund to assist with Vine Trail maintenance costs • Develop programs to draw users to the Vine Trail • Add to the aesthetic by supporting art along the trail • Celebrate the history and culture of the Napa Valley through interpretive signage
5/7/2018 SECTION B – SUMMARY OF ORGANIZATION AND CURRENT BUDGET
Please attach these items to the application. The NVTID- Yountville will insure utmost confidentiality in protecting any financial documents submitted as part of this process.
Provide current year’s budget for your organization 2017/18 FY Budget.
REVENUES Account Amount Individual 40000 General Donations 40102 $ 45,000.00 Memberships 40103 $ 20,000.00 Wheelhouse 40104 $ 100,000.00 Local Events & Partners 41000 Bike Maps 41101 $ 100.00 Business Partnerships 41102 $ 22,000.00 Local Events 41103 $ 14,500.00 Visit Napa Valley Pledge 42000 American Canyon TID 42101 $ 6,000.00 Calistoga TID 42102 $ 8,000.00 Napa County Unincorporated TID 42104 $ 45,000.00 St. Helena TID 42105 $ 3,000.00 Yountville TID 42106 $ 10,000.00 Other (e.g. Stay for the Trail) 42107 $ 45,000.00 Visit Napa Valley 42110 $ 150,000.00 Capital Campaigns 43000 Capital Campaign 43101 $ 300,000.00 Founders' Circle 43102 $ 100,000.00 Sponsorships 44000 Footprints 44101 $ 150,000.00 Interpretive Panels 44103 $ 15,000.00 Rest Stops 44104 $ 24,000.00 Shelters 44105 $ 60,000.00 Special Events 47000 Auction Napa Valley 47101 $ 38,000.00 Gala 47102 $ 170,000.00 Rail Arts District (RAD) 48000 Rail Arts District Passthrough Donations 48101 $ 120,000.00 Rail Arts District Management Fee 48102 $ 12,000.00 Other Income 49000 Interest - Maintenance Acct 49101 $ 22,975.30 Dividends - Maintenance Acct 49102 $ 22,975.30
5/7/2018 TOTAL REVENUE $ 1,503,550.59
EXPENSES Account Amount Financial & Legal 50100 Bank Charges 50101 $ 1,000.00 Credit Card Processing Fees 50103 $ 8,360.00 Insurance 50111 $ 5,000.00 Legal & Professional Fees 50121 $ 5,000.00 Accounting & Tax Preparation 50122 $ 24,800.00 Audit Fees 50123 $ 18,000.00 Taxes - CA Sales 50141 $ 750.00 Payroll-Personnel 50200 Wages & Salaries 50201 $ 172,400.00 Payroll Taxes 50202 $ 13,000.00 Payroll Processing Fees 50203 $ 2,160.00 Simple IRA Match 50211 $ 5,000.00 Recruitment Advertising 50221 $ 800.00 Office Expense 50300-50600 Telephone & Internet 50301 $ 2,895.00 Website 50302 $ 4,800.00 IT Support 50303 $ 12,324.00 Licenses & Fees 50304 $ 736.00 Office Supplies 50321 $ 3,600.00 Postage & Shipping 50331 $ 3,609.60 Printing 50332 $ 7,700.00 Rent 50401 $ 24,024.00 Common Area Maintenance 50402 $ 11,460.00 CFNV Tenant Improvements 50403 $ 6,240.00 Maintenance & Cleaning 50404 $ 2,900.00 Trade Association Fees 50501 $ 1,000.00 Consulting 50601 $ 3,000.00 Travel & Conferences 51000 Meals & Entertainment 51101 $ 1,600.00 Mileage, Tolls & Parking 51102 $ 2,000.00 Meetings & Conferences 51201 $ 2,000.00 Marketing 52000 Social Media 52102 $ 850.00 Marketing Items 52201 $ 4,250.00 Footprints 52202 $ 9,642.00 Grant Application Fees 52301 $ 600.00 Marketing Consulting 52601 $ 27,500.00 Planning 53100
5/7/2018 Construction Planning Napa to Am Canyon 53102 $ 10,000.00 Construction Planning Yountville to St Helena 53104 $ 20,000.00 Permits 53200 Construction Permits and Fees St Helena to Calistoga 53203 $ 30,000.00 Trail Rights of Way 53300 Right of Way St Helena to Calistoga 53303 $ 200,000.00 Construction Consultants 53600 Construction Consultants Am Canyon to Vallejo 53601 $ 231,000.00 Construction Consultants Napa to Am Canyon 53602 $ 21,000.00 Construction Consultants St Helena to Calistoga 53603 $ 558,680.63 Construction Consultants Yountville to St Helena 53604 $ 30,000.00 Trail & Shelter Maintenance 54000 Maintenance City of Napa 54103 $ 11,768.14 Maintenance Napa County - Unincorporated 54104 $ 21,522.00 Maintenance Yountville 54107 $ 11,957.74 Shelters 55000 Shelter Construction 55501 $ 74,768.00 Programs & Other Projects 56000 Educational Projects (Becker) 56101 $ 3,000.00 Special Events 57000 Auction Napa Valley 57101 $ 48,000.00 Gala 57102 $ 40,000.00 Rail Arts District (RAD) 59000 Website 59302 $ 4,800.00 Artist 59401 $ 120,000.00 Permits & Fees 59501 $ 1,800.00 Legal Notifications 59502 $ 1,800.00 Marketing Consulting 59601 $ 4,200.00 TOTAL EXPENSES $ 1,833,297.11 NET INCOME (LOSS) $ (329,746.52)
Please note that the 2018/19 FY Budget will not be adopted by the Vine Trail Board until July 2018. Projections of use of Yountville TID funds as a percentage of the 2018/19 Budget are estimated.
Provide financial information necessary for consideration of this application None.
5/7/2018 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. The Vine Trail Coalition developed a detailed 50-page project plan in 2013 Download here. A detailed map of the 47-mile Vine Trail route can be viewed here. The overall project is partially funded by a 10-year pledge by Visit Napa Valley and other Tourism Improvement Districts. The goal is to raise $250,000 annually to support the Vine Trail. These funds can come from either the TIDs or individual hotels that contribute by participating in the “Stay for the Trail” program. Table 1. TID Contributions to Vine Trail by Jurisdiction
Donation TID Proposed Hotel per Hotel Contributions 2013/14 2014/15 2015/16 2016/17 2017/18 2018/19 Totals Rooms** Room Unincorporated TID $40,000 $43,000 $43,500 $43,500 $46,258 $33,742 $263,258 Hotel Contributions $284,898 875 Total Uninc. $548,516 $626.46 American Canyon TID $0 $5,205 $5,980 $6251 $6465 $6,500 $30,150 Hotel Contributions $35,216 313 Total Am Can $65,366 $208,84 City of Napa* TID $58,172 $63,879 $71,975 $55,974 $0 $0 $250,000 Hotel Contributions $0 2440 Total Napa $250,000 $102.46 St Helena TID $1,105 $1,652 $2,168 $3,588 $3,000 $3,000 $14,514 Hotel Contributions $5,994 202 Total St Helena $20,508 $101.52 Calistoga TID $0 $0 $8,000 $8,000 $8,000 $8,000 $32,000 Hotel Contributions $28,800 735 Total Calistoga $60,800 $82.72 Yountville TID $10,000 $10,000 $5,000 $0 $10,000 $10,000 $45,000 Hotel Contributions $4,113 444 Total Yountville $49,113 $110.61
*City of Napa TID fulfilled its $250k pledge in FY 2016/17 ** Room totals 2016
5/7/2018 The goals of the Vine Trail Coalition are 1. Planning and pre-engineering. Successfully funded and prepared studies and pre- engineering work that has led to $9.3 million in competitive grant funds for the Vallejo to American Canyon section and St Helena to Calistoga section of the Vine Trail. 2. Construction. Construction of small projects. Installation of Vine Trail shelters, bridges, interpretive signage, bicycle and pedestrian counters. 3. Fundraising and assisting public agencies with grant applications to develop the Vine Trail. To date the Vine Trail Coalition has helped all the agencies involved in the Vine Trail secure almost $16.5 million in competitive grant funds. 4. Programs focusing on Education and Heath. 5. Maintenance to ensure that the Vine Trail remains a world class asset to Napa Valley.
Funding is requested to further the Vine Trail in three areas in 2018/19: Requested Proposed % Budget of Budget 2018/19 • Preliminary Planning for Vine Trail $5,000 $40,000 12.5% Yountville to St Helena section • Maintenance of Vine Trail in Yountville $3,000 $12,000 25% • Programs and marketing $2,000 $70,000 2.8%
Goal of the project – what will it achieve in advancing Yountville’s hospitality and tourism business community?
The Vine Trail means Tourism To get data on how many users are from outside of Napa Valley, the Vine Trail is conducting Zip code surveys of trail users three times a year on a Saturday from 9:00 AM to 1:00 PM. Vine Trail staff and volunteers man a coffee station at the Darms Lane shelter and ask walkers and cyclists to provide their zip code. In February the number of “out of town” trail users was 15%. A second zip code survey will be conducted in June and the final survey in October. Two thirds of the visitors interviewed stated that they were riding from Napa to Yountville for lunch and/or wine tasting and one third were staying at lodging in Yountville and riding south to Napa. The trail offers visitors a safe, unique and different way to see Napa Valley. Bike Tour companies such as Napa Valley Bike Tours based out of Yountville have seen an increase in visitors renting bicycles since the Vine Trail opened. This number is expected to rise over the summer and fall. There have been articles about the Vine Trail in the Chronicle, Conde Nast magazine and Forbes among many others.
5/7/2018 Table 2: Summary of Trail Use at Yountville January 1, 2017 -December 31, 2017
Monthly Total Traffic Busiest for the Daily Busiest Day Month of Analyzed Average of the Week High Low the Year Period July October*
22,352 62 Sunday July 2,423 557 Pedestrians
Cyclists 85,932 235 Sunday July 11,354 5759
TOTAL 108, 454
*The October 2017 Fires affected Vine Trail Use
At the time that the Vine Trail feasibility study was proposed there were projections of likely number of users. The build out projection was 138,000 uses/year. With the popularity of the Trail, it is likely that this will be reached within a few years. Napa Valley’s moderate climate means that the number of tourists cycling or using the trail will remain fairly consistent.
Chart1: Projected Visitor Use from 2014.
5/7/2018 Research from Visit Napa Valley estimates that hotel guests spent an average of $401.59 per person, per day, compared to an average of $146 per person, per day spent by day-trippers. Assuming 50% of the 138,000 trail users are tourists, the projected expenditures from day trippers alone would be over $10 million/year in the Yountville economy. The bike trail also gives hotel visitors in Yountville another activity to do safely: they can travel down to Napa, to the Oxbow, the Napa River, and the CIA at Copia.
As noted in a recent New York Times article (https://www.nytimes.com/2016/08/26/ business/dealbook/cycling-matches-the-pace-and-pitches-of-tech.html), cycling is increasingly the sport of choice for “investors and executives to socialize and strike deals” and an “antidote to the more leisurely pursuits like golf.” There is a great opportunity to leverage the Vine Trail as an activity for the business and conference traveler and increase mid-week overnight stays in Yountville.
Will the economic benefits extend beyond the Town of Yountville? What is the impact on Napa Valley at large vs. the local Yountville community?
Valley Wide benefit of the Vine Trail It is projected that when completed the Vine Trail will host 3 million uses a year. This is divided between 1.5 million tourists and 1.5 million residents. The high daily uses on the completed 12.5-mile section indicate that the Vine Trail will meet this projection.
Connection to St Helena The Vine Trail will continue to offer opportunities to connect the rest of Napa Valley. The Yountville to St Helena section of the trail is in the preliminary planning stages. Discussions with the owners of the Wine Train have been positive and it may be possible to build 70% of the Vine Trail connection between Yountville and Whitehall Lane on Wine Train easement.
Mapping of the Wine Train right of way was completed in 2018. Using these maps, the Vine Trail has identified 16 other private property owners to obtain easements from. The Vine Trail has budgeted $40,000 in FY 2018/19 for additional planning work on this vital connection. Yountville stand to benefit from a direct connection as it has more than double the hotel rooms of St Helena.
5/7/2018 Yountville’s past direct benefit It should be noted that in the past, the Town of Yountville has been a direct beneficiary of the Vine Trail Coalition. There are thirteen jurisdictions through which the Vine Trail passes. The public does not make distinctions between the jurisdictions. Every jurisdiction makes contributions to the benefit of the whole 47 miles. Yountville has received direct financial benefit from the Vine Trail Coalition even though for the past two years it has not contributed to the TID pledge. These include:
Table 3: Yountville’s past direct benefits from the Vine Trail
Description of Vine Trail Coalition $ Contributions to Yountville thru June 2017. Yountville Construction $249,042 Yountville Trail Maintenance $ 31,169 Yountville Mural project $ 15,000 Total $295,211
How does your project enhance or promote the Yountville “brand”?
Marketing and Media: Technology delivering Yountville history, and cultural significance The Vine Trail Coalition has developed a Vine Trail App for Smart phones. This provides a supplementary audio content to three interpretive signs that have been installed in Yountville, one celebrating the history of the Veterans Home, a second at the beginning of the Vine Trail at California Drive about George Yount, and a third near the R&D Kitchen celebrating Yountville’s Culinary excellence. A beta test version has been undergoing field testing. Funding is needed to develop and launch the Android version. Marketing through programs: The Vine Trail has developed programs on the trail. These include the “Walk with a Doc” program which encourages fitness and the benefits of walking. This program has been operating on the first Saturday of every month for the past twelve months.
The Vine Trail also provides a monthly Coffee Ride on the third Saturday of the month. This is a no cost ride for people wanting to meet up and take a leisurely 12-mile round trip ride from the Park and Ride lot in Napa to Yountville where there is coffee at one of Yountville’s fine dining establishments.
The Vine Trail has also developed two new programs. One is aimed at education (K-8th grade). Working with the Napa County Office of Education, K thru 8th grade curricula were developed in 2016 for teachers to use the Vine Trail as an outdoor classroom. Much of these curricula can be tailored to a walking or biking tour for adults. It touches on social history, geology, and natural history, and we can add sections on viticulture and wine making.
5/7/2018 Vine Trail Rest Stop “Y” is for Yountville. The new Vine Trail rest stop features a history of the Yountville AVA. The rest stop, constructed on City property but maintained under an agreement by the Vine Trail Coalition, prominently displays the word Yountville and the orange “Y” support can be construed as “Y is for Yountville”.
Maintaining the Vine Trail as a world class facility Half the cost of the annual maintenance of the Vine Trail (up to $6,000/mile annually in 2015 dollars adjusted for inflation) is being paid for by a contribution from the Vine Trail Coalition. These funds are raised from contributions either from individuals or businesses of the TIDs. Funds are allocated annually towards a Vine Trail endowment fund managed by the Vine Trail Investment Committee. The profits and interest from this fund are used to support maintenance of the Vine Trail. Over the past three years, the Vine Trail Coalition has provided the Town with $20,433 in funds towards the maintenance of the Vine Trail. This is an ongoing commitment to ensure that the Vine Trail remains a world class asset to the Napa Valley. Past contribution to Art The Vine Trail Coalition also participated with a grant of $15,000 towards the new murals under SR29 at California Drive. The Vine Trail is committed to working to develop more world-class art projects on the trail. What is the methodology used for determining how this project/event/product will result in increased lodging, room-night bookings? The assumption is that visitors in the shoulder season may be looking for things to do to extend their stays. A day on the Vine Trail would be a popular option.
In VNV’s Visitor Profile Survey, Bike Tours ranked 6th in Attractions and Services that would enhance Napa Valley. Two of the other options involved the condition of driving and providing “more activities in the area” which the completion of the Vine Trail will also address.
5/7/2018 Chart 2: From VNV Report 2016 Visitor Profile
The Vine Trail also addresses these as well.
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 Executive Director has participated in visioning sessions on the Yountville General Plan. • The Executive Director participated in a Visit Napa Valley program on Bike Safety for all lodging providers. The program was held in Yountville. • The Executive Director has met with managers of the following Yountville hotels in the past twelve months: Bardessono/Hotel Yountville, North Block Hotel, and the Napa Valley Lodge to promote the “Stay for the Trail” campaign. • Vine Trail Maps, which currently include the Town of Yountville logo as a partner, have been distributed through Visit Napa Valley to hotels, visitor centers and bike shops. Some of this funding will help pay for reprints of maps. • Social media promotes programs including the Coffee Rides and Walk with a Doc programs.
Is this expected to be an on-going or one-time project? Will it build upon existing or previous activities or programs? This will be an ongoing effort. It is requested that the Yountville TID adopt a policy, as all the other TIDs have done, to pledge to contribute $10,000 annually to the completion of the Vine Trail, its maintenance, and programs and marketing efforts.
5/7/2018 Who is the target audience and what is the expected number of participants/ spectators? The target audience is visitors to Yountville, 108,454
Provide expected number of attendees (local and out-of-town guests). It is estimated that 50% of the Vine Trail users are tourists. This would be appx 69,000 visitors/year.
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? The project is managed by a small staff who have extensive experience and an excellent track record in getting projects done. The staff are overseen by a Board representing thirty organizations in Napa Valley representing Agriculture, Hospitality, Tourism, Public Safety, Education, Health, and Recreation.
Identify the name and role of any project partners or sponsors. We have no specific sponsors but our thirty-person board allows us to leverage messages and programs.
Schedule for implementing project, which will vary depending on a product or event. As this will be an ongoing commitment, the project can be implemented immediately.
5/7/2018 SECTION D – FUNDING REQUEST
The amount you are requesting from the NVTID – Yountville? $10,000
What percentage of this project will be funded by this funding request? Funding is requested to further the Vine Trail in three areas in 2018/19: Requested Proposed % Budget of Budget 2018/19 • Preliminary Planning for Vine Trail $5,000 $40,000 12.5% Yountville to St Helena section • Maintenance of Vine Trail in Yountville $3,000 $12,000 25% • Programs and marketing $2,000 $70,000 2.8% What percentage of your organizations budget will go towards this project?
6% (estimated for 2018/19)
Provide the overall budget, which will vary depending on whether the activity is a product vs. an event, and which should include such items as in-kind services of organization, anticipated fees, space rental, marketing/advertising, operating expenses, printing, etc. Requested Budget % of budget • Preliminary Planning for Vine Trail $5,000 $40,000 12.5% Yountville to St Helena section • Maintenance of Vine Trail in Yountville $3,000 $11,788 25% • Programs and marketing $2,000 $65,107 2.8%
Is your organization requesting funding from the county-wide Napa Valley Tourism Improvement District/Destination Council? If so, what is the amount and how is it proportional to the amount requested for the NVTID – Yountville? Matching funds have been committed by Visit Napa Valley for all funds provided by the local TIDs. (See Attachment #1.) However, in FY 2017/18 the City of Napa has already completed its pledge of $250,000 and will not be making any additional contributions. It is therefore imperative that the other TIDs continue to make their contributions and their fair share of this project. We are also asking hotels to step up and commit to the “Stay for the Trail” program to supplement that effort.
5/7/2018
Provide a list of the amount of funding requested from any other funding sources, and your sponsors and partners, including any in-kind services. Have these other funds been officially committed, or are they pending? We are seeking support from many individuals and organizations. To date 900 individual donors to the Vine Trail that have contributed $3.5 million. The Napa Valley Vintners have contributed $2.5 million, the TIDs $904,000, and Visit Napa Valley $450,000 towards the funding goal of $12.5 million.
Timing of funding needed – lump sum or other payment distribution being requested? Lump sum.
5/7/2018
May 3, 2018
Napa Valley Tourism Improvement District – Yountville 2017-2018 Trustees c/o Julie Baldia, Management Analyst Town of Yountville Ronda Schaer Via email to: [email protected] President
Susan Wilkinson Dear Julie Vice-President & Secretary The Napa Valley Museum Yountville seeks $30,000 in funding from the NVTID- Yountville to continue its multi-faceted repositioning of the Museum as a Joe Calise Yountville-branded, nationally-recognized center for cultural tourism, Treasurer concentrating on marketing and promotional efforts relating to the following:
Radah Butler Janet Gentile Herrero • The upcoming new exhibit Walt Disney’s Trains, which is being organized Raymond Schmitter in partnership with San Francisco’s Walt Disney Family Museum. The Kasandra Weinerth exhibit will run from November 10, 2018 (with possible previews during the NV Film Festival) through March 30, 2019, and will include model Emeritus Trustees trains, photos, posters, costumes and artifacts displaying Walt Disney’s fascination with railroads. Bart Araujo Thomas Bartlett Ronald Birtcher • Strategic promotional marketing and advertising partnerships, including Les Breckenridge travel and dining packages, with the Disney Family Museum, the Wine Gordon Huether Train and others. Visitors will be encouraged to visit the Disney Family John Livingston Museum at The Presidio in San Francisco, and then travel to the Napa Bruce Miroglio Valley to see “Walt Disney’s Trains” in Yountville, then dine and stay in John Nyquist Donna Shannon Town. W. Scott Snowden Leighton Taylor • Programs relating to the Disney exhibit, including Holiday Season offerings in partnership with the Town, the Yountville Chamber and Trustees in others, to promote the Town of Yountville during the holiday season Memoriam through Valentine’s Day. These packages will be co-promoted with the
Marilouise Kornell Disney Family Museum, which is staging its own complementary holiday Margrit Mondavi exhibit.
Executive Director This request represents an increase of $10,000 over the $20,000 we received last year. This $10,000 will be used for advertising co-buys with the Walt Disney Laura Rafaty Family Museum at San Francisco’s Presidio (possibly with other partners) to attract tourists to visit both Museums, staying overnight in Yountville.
This application is submitted with the authorization of the Board of Trustees. Please let me know if we can provide further information.
Many thanks
Laura Rafaty Executive Director Napa Valley Museum Yountville
NapaNapa Valley Valley Museum Museum Yountville | PO Box- Box 3567 3567 –| 55 55 Presidents Circle Circle, – Yountville Yountville, CA CA 94599 94599 707.944.0500Phone 707.944.0500 - www.napavall | Faxeymuseum.org 707.945.0500 - 501(c)(3) | www.NapaValleyMuseum.org Tax ID # 23-7140629
letterhead template.indd 1 6/12/15 2:24 PM NVTID YOUNTVILLE - APPLICATION CHECKLIST
Application Date: May 3, 2018
Name of Organization: Napa Valley Museum Yountville
Amount Requested: $30,000
□ Complete Application Checklist □ Letter of Authorization signed by designated Organization Contact, summarizing request □ General Applicant Information (Section A) □ Summary of Organization Current Budget (Section B) □ Summary of Project (Event, Activity, Collateral Material or Service) being requested (Section C) □ Detailed financial aspects of the funding request (Section D) □ Depending on the scope of the project, current insurance certificates may be required if your proposal is accepted. □ Agreement with the Napa Valley Tourism Improvement District - Yountville to incorporate sponsorship acknowledgement in event collateral, advertising, and related promotions.
1 SECTION A – APPLICANT INFORMATION
Name of Organization: Napa Valley Museum Yountville
Executive Director/President of Organization: Laura Rafaty, Executive Director
Point of contact regarding this application: Laura Rafaty
Address: Box 3567 and 55 Presidents Circle, Yountville CA 94599
Phone #: 707.944.0500
E-mail: [email protected]
Date organization was established: November 1973
Organizational structure? 501(c)(3) Non-profit Corporation Tax ID # 23-7140629
Organization’s fiscal year? July 1 to June 30
Number of staff? 7
Organizational objectives and activities
The Napa Valley Museum Yountville is a 501c3 non-profit corporation dedicated to enriching the cultural fabric of our community through exhibitions, collections, educational programs and creative activities that promote knowledge and understanding of art, nature and history.
SECTION B – SUMMARY OF ORGANIZATION AND CURRENT BUDGET
Please attach these items to the application. The NVTID- Yountville will insure utmost confidentiality in protecting any financial documents submitted as part of this process.
□ Provide current year’s budget for your organization - ATTACHED □ Provide financial information necessary for consideration of this application – PROJECT BUDGET ATTACHED
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.
Overview
The Napa Valley Museum Yountville seeks $30,000 in grant funding from the NVTID-Yountville to continue its multi-faceted repositioning of the Museum as a Yountville-branded institution and nationally-recognized center for cultural tourism, concentrating on marketing and other promotional efforts relating to the following: 2 • The upcoming new exhibit Walt Disney’s Trains, which is being organized in partnership with San Francisco’s Walt Disney Family Museum. The exhibit will run from November 10, 2018 (with possible previews during the NV Film Festival) through March 30, 2019 exclusively at the Napa Valley Museum Yountville, and will include model trains, photos, posters, costumes and artifacts, as well as film and recordings, displaying Walt Disney’s fascination with railroads. • Strategic promotional marketing and advertising partnerships, including travel and dining packages, with the Disney Family Museum, the Wine Train and Yountville businesses. Visitors will be encouraged to visit the Disney Family Museum at The Presidio in San Francisco, then travel to see “Walt Disney’s Trains” in Yountville, dine and stay in Town. • Programs relating to the Disney exhibit, including Holiday Season offerings in partnership with the Town, the Yountville Chamber and others, to promote the Town of Yountville as a holiday destination through Valentine’s Day. These packages will be co-promoted with the Disney Family Museum, which is staging its own complementary holiday exhibit.
This request represents an increase of $10,000 over the $20,000 we received last year. This $10,000 will be used for advertising co-buys with the Walt Disney Family Museum at San Francisco’s Presidio (possibly with other partners) to attract tourists to visit both Museums, staying overnight in Yountville.
The Disney exhibit builds on the momentum of our three previous and enormously successful exhibitions, including “France is a Feast: the Photographic Journey of Paul & Julia Child.” That current exhibit runs through May 20, 2018, and has exceeded its ambitious goals:
• Setting records for attendance, with admissions on track to exceed the prior three years of museum admissions combined, attracting huge numbers of visitors to Yountville – over half of whom were from outside the Bay Area. • Dramatically increasing museum store sales, with more revenues in a month than the museum previously earned in a year, attracting an affluent, culinary-inclined clientele who followed their museum visit with lunches and dinners at local restaurants in Yountville. • Garnering international and broad national and regional press coverage for the Museum and the Town of Yountville, including articles and features in the Associated Press, The New Yorker, The New York Times, ABC News, the Washington Post, the San Francisco Chronicle, the Los Angeles Times, and Vogue Magazine among scores of others.
3 • Attracting a major exhibition corporate sponsor in the travel industry (Oceania Cruises). • Attracting a major institutional sponsor, Bank of America, which chose the Museum as its sole 2018 addition to its elite “Museums on Us” program from among the many competing museums throughout Northern and Southern California. Yountville is now literally on the BofA “Museums on Us” map. • Driving new Museum Membership and Patronage, which have more than doubled in the past year, laying the groundwork for greater economic stability at the Museum. • Providing a venue for Yountville wineries and other local organizations to hold events at the Museum in an elegant setting (Silver Trident Winery and the Yountville AVA both held private events within the Julia Child exhibit).
The Disney partnership will enable the Museum to continue its successful formula of presenting high-profile exhibitions showcasing popular marquee names (like Julia Child and Disney), interspersed with exhibits having strong regional appeal, which we believe better positions us for sustained financial and artistic success, supports our demonstrated ability to enhance Yountville’s reputation as a major cultural destination, and which will drive upscale overnight hotel guests, and restaurant and winery visitors, to Yountville midweek during the shoulder season.
About the Exhibit: Walt Disney’s Trains, presented with the Walt Disney Family Museum
From November 10, 2018 through March 31, 2019, the Napa Valley Museum Yountville will present: “Walt Disney’s Trains,” a sophisticated but family-friendly exhibition co-organized with The Disney Family Museum. Our first collaboration with this major museum located in San Francisco's Presidio, it will include photographs, archival videos, images of Walt Disney and his trains, one or more operating model trains, plus posters, costumes, artifacts and blueprints.
- Railroads loom large in Walt Disney's story. It was during a cross-country rail trip in 1928 that Walt first contemplated a mouse named Mortimer, renamed Mickey. After Mickey Mouse debuted in "Steamboat Willie" on November 18, 1928, he would star with a train in the 1929 short "Mickey’s Choo-Choo.” Trains would prominently appear in future Disney shorts and feature films. After viewing an oversized model train in 1948, Walt constructed his own ridable Carolwood Pacific Railroad on a half-mile track circling his home in Holmby Hills. This 1/8th scale model had its own steam engine named "Lilly Belle" in honor of Walt's wife Lillian. A highlight of the Museum's exhibit will be one of Walt's own backyard railroad cars. At this time he also began documenting ideas for “Mickey Mouse Park,” a family park that would include a railroad station, helping guests imagine themselves part of an American train voyage at the turn of the 20th Century. The "Disney" exhibit's nostalgic theme should be particularly popular at this particular time.
- “Walt Disney’s Trains” coincides with the 90th anniversary of Mickey Mouse's debut, and with the Disney Family Museum's own holiday exhibit. In addition to the team at the Disney Family Museum, which is lending the Museum a treasure trove of railroad-themed Disney memorabilia, the Museum's likely collaborators include the Napa Valley Wine Train, which is producing its own model train, local train collectors, who are lending an oversized model train from their private collection, and the Napa Valley Model Railroad Historical Society, which will assist with building a model train for the exhibition. Licensed Disney train-themed merchandise, along with posters and books, will be available for purchase in the Museum's gift shop through an agreement with the Disney Family Museum.
4
View “Mickey’s Choo-Choo,” historic hand-drawn animation in the exhibit: http://www.dailymotion.com/video/x3lew2j
Click to learn more about Walt Disney’s fascination with trains: https://www.youtube.com/watch?v=upUESW5XeyU
5 Marketing of the Exhibit
- Target Audience
We expect this exhibit at the Napa Valley Museum Yountville to be a blockbuster for the holiday season. The Disney name and brand are synonymous with quality, internationally recognized, embraced by people of diverse ages, languages and backgrounds, while railroad trains are enormously popular with kids of all ages. Disney enjoys a cult-like following, with the faithful willing to travel long distances to experience Disney events, exhibits and amusements. The Disney Family Museum in The Presidio is one of the area’s most-visited attractions, aimed at adults and older children, with visitor attendance reaching 400,000 last year. It was rated as the Bay Area’s number one museum by the Bay Area A-List and the Morey Group.
In addition to the many children and families interested in anything Disney, there are millions of adults who grew up watching Disney on television or in movie theaters, and who regularly visit Disneyland or Disney World - driving adult visitor percentages at the theme parks to an all-time high. According to the New York Times: “nearly one-third of the people who attend the Disney resorts in Anaheim, Calif., and Orlando, Fla., are adults who come without children, a Disney demographic so established that there is an official name for them: ‘nonfamily guests.’” (https://www.nytimes.com/2012/07/22/travel/the-disney-adventure-without-the-kids.html).
Disney Brand Consumers are generally very high income, Caucasian, and young adult age.” (InfoScout.co). They also are highly educated. This exhibit will be exclusively displayed in Yountville, which will attract those upscale visitors interested in premium and exclusive experiences. The addition of private clubs and fine dining at lavish Disney resorts worldwide speaks to the marketing shift of the Disney travelers who seek luxury vacation experiences.
- Marketing the Exhibit
The Disney exhibit represents the next step in a campaign to raise the Museum's profile to a national level, which started with “France is a Feast,” and which has led to dramatically increased numbers of out-of-state as well as regional overnight visitors. Over 10,000 people have paid to view an exhibit at the Museum over the past year; significant additional numbers of visitors have attended events, festivals and community or our education events. The Museum currently serves a demographic that is 46.5% local and 53.5% visitor, based on statistics gathered since 6 January of 2017. Mid-week business has been unexpectedly high for “France is a Feast,” with Museum staff frequently encountering a line of people waiting to enter the Museum on Wednesdays (the Museum is open from 11 to 4, Wednesdays through Sundays). Saturday continues to be our most popular day, but mid-week business is surprisingly strong.
"Walt Disney's Trains" will also build on the family engagement we promoted through the "SoundMaze" exhibit, which drew repeat visits from large numbers of Bay Area families attracted by its interactive nature, as well as individual visitors interested in its acclaimed inventor, Paul Dresher. The “SoundMaze” exhibit received strong support as a family-friendly option from regional media, including a live broadcast on KQED’s “California Report.”
The goal with “Walt Disney’s Trains” is to reach a much broader audience, similar to “France is a Feast.” The Disney Family Museum will be cooperating with us on advertising buys and marketing, reaching Disney enthusiasts around the world. Promotional partners like the Wine Train and local hotels and restaurants will be part of a campaign bringing visitors to both Disney Family Museum in San Francisco and to the Napa Valley Museum as a seamless offering, particularly during the holidays.
In addition to co-promotions and cooperative advertising, the exhibit will be marketed through earned media, with some digital marketing pushed out across Northern California and to targeted audiences across the US. The Museum works with the top PR firm of Fuller & Sander to promote select exhibits and to target national audiences, including those who read travel publications. We will also engage Tanya Pinkerton, who has successfully handled our local calendar listings and media appearances.
The exhibit will literally raise the Museum and Yountville’s visibility. We are working with the Wine Train to park a Wine Train railway car in a location visible from the Highway, possibly near the location of their regular “Santa’s Village” display, with a giant lighted Mickey Mouse symbol (for which the Disney Museum has given permission), and a banner reading “Ride the Wine Train to the Napa Valley Museum Yountville for ‘Walt Disney’s Trains.’” We believe these efforts will drive tourists to the exhibit and to Yountville.
• Goal of the project – what will it achieve in advancing Yountville’s hospitality and tourism business community?
The goal is to position the Museum to drive significant hotel and other business to Yountville by providing an exclusive museum exhibition of the highest quality, based on the life of Walt Disney, who is a popular figure of global interest, and of particular appeal to those interested in Disney films, television and theme parks, as well as those interested in railroad trains. Through partnership opportunities and packages with Yountville hotels, restaurants, wineries and other businesses on the “Walt Disney’s Trains” theme, we believe we can attract affluent, educated visitors midweek, during the exhibition’s Shoulder Season run. The exhibit will run through the holiday, attracting corporate holiday parties, and through Valentine’s Day, attracting couples (Disneyland and Disneyworld are two of the country’s most popular locations for engagements and weddings).
Advance purchase tickets will be available through the Lincoln Theater box office. Links on our website to the box office will include the ability to visit Yountville hotel websites. The gallery’s configuration will be affected by Disney’s prohibition against serving alcohol within the Museum upstairs gallery. But we will be tenting and heating the surrounding patio area, and utilizing the downstairs space accordingly, so that we can continue to attract private and corporate events, and the resulting overnight stays, to Yountville. Our museum includes a full kitchen and ample parking,
7 making it an attractive venue for events. These events will help drive overnight stays, including during midweek.
• Will the economic benefits extend beyond the Town of Yountville? What is the impact on Napa Valley at large vs. the local Yountville community?
We expect this project to result in increased overnight stays in Yountville lodging establishments and increased visits to Yountville restaurants, wineries and businesses. Because of the broad interest in Walt Disney and based on the volume of potential interested visitors, and limited Yountville hotel availability, we do expect the benefits to extend beyond Yountville. Many families with children will likely choose to stay in Napa. Through packages and promotion on our website, we hope to also drive restaurant, winery and merchant customers to Yountville, even if the visitor, or a group, is staying elsewhere.
Exhibits like "Disney" enhance our appeal to potential institutional sponsors and strategic partners. Increases in admissions and store revenues, which we expect to continue through "Disney," are moving us toward a more revenue-based business model and stability for our organization. At the same time they allow us to be more inventive with the exhibits in our other galleries, with more student shows and community events, expanding our art, history, and environmental education offerings. This makes our museum more appealing 365 days out of the year, and further increases both local and visitor satisfaction, as well as driving significant repeat visits to the Museum in Yountville.
• How does your project enhance or promote the Yountville “brand”?
The discussion above details the allure and value of the Disney brand, with which Yountville will be associated through this exhibit at the Napa Valley Museum Yountville. As the Napa Valley Museum Yountville’s reputation for excellence continues to grow, so will the Museum’s ability to enhance the brand. The quality of exhibits we are now developing and presenting are commensurate with the quality of Yountville’s other exceptional offerings, and appeal to a similar discriminating, educated and affluent visitor.
In the past 12 months, the Museum has undertaken a major shift in focus toward becoming a nationally recognized museum attracting tourists as well as locals, better positioning us for sustained financial and artistic success. By dramatically improving the quality of exhibits, with subject matter of national renown and cultural significance, we ensure that visitors enjoy a world-class experience, add to hotel guest enjoyment, and further burnish Napa Valley's brand. It is our goal to make the Museum a major cultural attraction providing a compelling reason for visitors to come and stay. At the same time, locals appreciate these exhibits, returning to them repeatedly and bringing guests. We strive to be a museum of which our community can be proud, and to provide a participatory museum experience of lasting impact.
The Disney marketing campaign will provide a high-profile opportunity to promote our brand name: “Napa Valley Museum Yountville” to the large audience that is interested in Disney. It will also reinforce the Yountville brand as a major destination for holiday-themed tourism, building on the work of the Chamber and the Town. Working closely with the Chamber, we will offer holiday-themed events relating to the Disney exhibit, driving increased holiday visitors to the Town, both during the holiday season and around Valentine’s Day.
• What is the methodology used for determining how this project/event/product will result in increased lodging, room-night bookings?
8 The success of "Walt Disney's Trains" and associated events will be measured in terms of sustaining recent success in the areas of attendance and revenue-generation, providing visitor satisfaction and engagement, and growing promotional partnerships within the Yountville business community. Specifically we have set a goal to:
1. Attendance: generate at least 6,000 non-discounted PAID admissions over the 4.5 months of the exhibit (we expect unpaid admissions, primarily for Museum Members, children, veterans, and active military, to be significant for this exhibit)
2. Partner with the Town and Chamber on at least 2 holiday events
3. Tourism: continue to attract more than 50% from visitors outside Napa Valley, and enhance tracking of Yountville hotel stays. We recently added a question about Yountville hotels and restaurants to the form our volunteer greeters fill out for each Museum visitor, but are looking for additional ways of gauging impact on Yountville overnight stays.
4. Partnerships: create at least 2 new strategic partnerships around travel and dining packages
5. Co-op marketing: create and implement co-operative marketing strategy with Disney Family Museum, potentially adding Napa Valley Wine Train
6. Obtain at least 4 major features from press and other media outlets outside Napa Valley
• 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.
We were able to lay some groundwork for this effort during “France is a Feast:” -Created a dedicated “Stay in Yountville” page on our website linking to the Chamber’s hotel page - Our box office partnership with the Lincoln Theater allowed us to offer advance sales of museum admission, enabling development of hotel packages. - We worked with CANVAS and the Chamber to host mixers and attended by concierges. - We reached out to the marketing or management staff of the hotels in Yountville, and were able to begin productive discussions with several Yountville hotels about areas of synergy, identifying future opportunities. Occupancy has been very high when we’ve tried to implement packages, but we’ve formed relationships in the Yountville hospitality industry on which we can now build. - We partnered with Hurleys in Yountville on a dinner, which has now established a template we can replicate for other restaurants and businesses.
For its support at the $30,000 level, the Napa Valley Tourism Improvement District Yountville will receive promotional placement and links to destination partners on our website, and promotional credit on the framed and promotional exhibition poster, on print collateral including postcards and rack cards, and on social media. This will be included on material developed in partnership with the Disney Family Museum, reinforcing the association of Yountville with the Disney brand.
• Is this expected to be an on-going or one time project? Will it build upon existing or previous activities or programs?
This will be an ongoing project, to be continued with future exhibits and traveling exhibitions to continue to enhance the Yountville brand and reputation as a cultural tourism destination.
• Who is the target audience and what is the expected number of participants/spectators?
9 Please see the description above on page 4, under “Marketing of the Exhibit”
• Provide expected number of attendees (local and out-of-town guests).
We estimate 10,000 attendees at the exhibit and associated events, including holiday season events, of which at least 6,000 will come 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?
This will be inspired by an exhibit that ran at the Disney Museum in 2014, while adding exciting new participatory elements and a unique Napa Valley spin. It will be developed with support from the experienced Disney Museum team, also utilizing some of their original contract designers. The Museum's own design team, headed by Executive Director Laura Rafaty and Exhibitions & Programs Manager Ariel Loraine, will oversee the project, having successfully designed and managed three extraordinarily popular recent exhibitions in the Museum's Main Gallery, including the "Sound Maze" a family-friendly interactive installation of giant-sized musical instruments, and the current "France is a Feast" exhibit showcasing Paul Child's photographs of his life in France with wife Julia Child. Drawing on a strong team of designers, builders and other artists, the Museum is well prepared to produce an exhibit to attract Disney and train fans for the holidays and beyond. Biographies of the team follow:
- Laura Rafaty (Executive Director) is an experienced nonprofit arts leader, producer and writer, and also brings decades of both nonprofit and for-profit business and legal experience to her position as Executive Director. She was an attorney with two of California’s largest and most respected major law firms, and manager of business operations, and international general counsel, of a $450M+ per year nonprofit based in Palo Alto for over a decade. A veteran of local nonprofits including the Napa Valley Performing Arts Center at Lincoln Theater, Friends of the Cameo Cinema, and the Napa Valley Opera House, as well as nonprofits in New York City, she is a Tony-nominated theatrical producer. She is founder of the nonprofit NapaShakes, which she built in less than three years into an internationally-respected incubator and presenter of Shakespeare and classical theatre, working with many of the world’s most acclaimed theatre companies, actors and directors. Laura devised and now leads the Museum’s transition and rebranding strategy, conceives and helps with designing and curating exhibitions, negotiates all of the Museum’s agreements, supervises all staff and contractors, writes and designs much of our marketing and graphic material, and manages our website and social media. She oversees all marketing and publicity for the Museum.
- Ronda Schaer (Board President) has over 20 years of experience owning a gallery in Yountville, and was active in the Yountville business community and Chamber of Commerce as well with Yountville Arts, now a commission of the Town of Yountville, and helped to launch the Yountville Public Art Walk and Gallery at Community Center. She has a degree in industrial design, business and art history, as well as many years of professional experience in advertising and marketing. As president of the Board of Trustees, she will help set and implement the rebranding strategies outlined above, and her intimate knowledge of the Yountville business environment makes her uniquely suited to ensure that the Museum’s efforts add to the luster of the Yountville brand.
- Ariel Loraine (Manager of Exhibitions and Programs) is originally from Canada. She completed her BFA in Theater Design at Concordia University and has worked with many independent theater companies and festivals in Montreal and Toronto, as well as with corporations handling event production, and exhibit and display design and manufacture, including display design and fabrication for Urban Outfitters. She is an accomplished designer, woodworker, artist, and technician, as well as a set designer and painter and Production Manager. Ariel designs and builds our exhibits, and manages the Museum’s programs and events. She was actively involved in designing and building the “SoundMaze” and “France is a Feast” exhibits. 10 - Tom Fuller & Monty Sander (Press Agents), plus Tanya Pinkerton for Calendar Listings Our press agents bring a collective 32 years experience to the wine country public relations arena, and work with many Yountville-based organizations and businesses. They have managed publicity for a broad spectrum of projects, while remaining primarily within the food, beverage and hospitality venues. They bring a unique combination of local expertise and national/international media savvy to any project they undertake. For this project, they are specifically reaching out to their extensive press contacts at culinary and travel publications, as well as to their national press contacts, and handling press with major regional and local publications. They are also coordinating with the book publisher press agent, to ensure coverage of the Museum’s exhibition.
• Identify the name and role of any project partners or sponsors.
- Walt Disney Family Museum: Find animation, innovation, and inspiration in the remarkable life story of Walt Disney, the man who raised animation to an art, tirelessly pursued innovation, and created a distinctly American legacy that transformed the entertainment world. Located in the scenic Presidio of San Francisco, the museum is a 501(c)(3) nonprofit organization that features contemporary, interactive galleries with state-of-the-art exhibits narrated in Walt’s own voice alongside early drawings, cartoons, films, music, a spectacular model of Disneyland, and more.
Please see attachment: Disney Family Museum Team For an interview with Kirsten Komoroske, Executive Director, and a discussion of Walt Disney and the creation of the Disney Family Museum, see: https://www.youtube.com/watch?time_continue=107&v=x1JyDSOG2wM
- The Museum also expects to partner on marketing and promotion with Silverado Vineyards, owned by local resident Ronald Miller, widower of the late Diane Disney Miller, and Board President of the Walt Disney Family Museum.
- As described above, the Museum plans to partner with the Wine Train, the Model Train Society, and the Yountville Chamber and Town, among others.
• Schedule for implementing project, which will vary depending on a product or event.
September 1, 2018: Engage train designers and press agents and add exhibit to calendar listings; all partners in place
September 15, 2018: Press release sent, designers engaged, Advance Admission Tickets On Sale
October 1, 2018: Merchandise Ordered; promote event rentals
October 15, 2018: Sponsors, Partners, and Initial Events Set
October 31, 2018: Branded and Exhibit Merchandise On-Hand
November 1 – December 25: Holiday events with the Town of Yountville
November 8, 2018: Exhibition Press Preview
November 9, 2018: Potential Napa Valley Film Festival Celebrity Tributes Night Reception for select NVFF and Museum patrons
November 10, 2018: Official opening of exhibit, and Opening Celebration,
11 January 1, 2018: Begin Partner Events and Programs
February 1, 2018: Spring and Valentine’s Day Programs
March 31, 2019: Exhibition Closes
SECTION D – FUNDING REQUEST
• The amount you are requesting from the NVTID – Yountville? $30,000
• What percentage of this project will be funded by this funding request? 37% (not counting staff and overhead costs which total $671K annually)
• What percentage of your organization’s budget will go towards this project? 11%
• Provide the overall budget, which will vary depending on whether the activity is a product vs. an event, and which should include such items as in-kind services of organization, anticipated fees, space rental, marketing/advertising, operating expenses, printing etc. Please see attached project budget.
• Is your organization requesting funding from the county-wide Napa Valley Tourism Improvement District/Destination Council? If so, what is the amount and how is it proportional to the amount requested for the NVTID – Yountville? We have not been able to apply for that funding.
• Provide a list of the amount of funding requested from any other funding sources, and your sponsors and partners, including any in-kind services. Have these other funds been officially committed, or are they pending? We have applied and been recommended for (subject to Board of Supervisor approval) a grant of $20,000 toward this “Walt Disney’s Trains” exhibit from the Napa County Arts & Culture Committee, Special Projects Fund. We are in the process of preparing in-kind sponsorship proposals, but are limited in cash corporate sponsorships due to restrictions on the use of the Disney name. • Timing of funding needed – lump sum or other payment Many of the needs outlined above require initial upfront investment of funds, particularly the construction elements, licensing fees, and payments to contractors.
Attachments to this Application and Cover Letter:
1. Organizational Budget 2. Project Budget 3. Disney Museum Team
All Aboard!
12 Budget: "Walt Disney's Trains" EXPENSES ANTICIPATED CONFIRMED Item Description Cost Cost Materials, labels, exhibition cases, additional lighting, wall moves, signage, outdoor lighting, printed graphics, Exhibit Physical Production replication of photographs, artifacts, costumes, model train construction and operation, outdoor tenting 20,600 Disney Museum payment for exhibition elements and licenses, including framing for moisture control and anti- Curatorial expenses theft, additional curating expenses, payment for model train designs, logos and banners 25,000 Licensing and Graphic Design Licensing of images, video and other content and payment to Disney Graphic Designer 4,000 Transportation and Installation Installation of exhibition, including transportation from SF and LA and borrowing oversized train 4,800 Printing For initial opening: Rack cards, promotional material, photographs, banner 2,800 Events & Holiday Programs Opening, Special Events, Related & Holiday Programs 4,000 Promotion & Publicity publicists for opening months, calendar listings, ongoing promotional material 8,600 Paid Advertising Co-Pro with Disney coop ads with Disney and other partners 10,000 Total Expenses 79,800 79,800
REVENUE Sales/Admissions/Event Tickets* 30,000 Napa County SP&P Grant 20,000 NVTID-Yountville Grant 30,000 Total Revenue 80,000 80,000
Net Revenue 200 *Admissions Revenue is based on "France is a Feast" admissions ($27,420 from 11/11 - 3/31) we expect Disney to have higher attendance but a lower average ticket price based on large numbers of kids attending NAPA VALLEY MUSEUM FY 2018 BUDGET
Income Fundraising $77,500 Membership $104,500 Grants/Gifts $116,500 Admissions $80,000 Programs/Ed $10,000 Store $32,500 Site Rentals $10,000 Endowment Income $240,000
Total Income $671,000
Expenses Marketing $11,500 Volunteer $20,900 Facility $56,645 Program/Ed $47,798 Collections $27,706 Store $15,000 Exhibitions $105,700 Fundraising $10,000 Membership $22,400 Administrative $353,351
Total Expense $671,000
May 3, 2018
Napa Valley Tourism Improvement District – Yountville 2017-2018 Trustees c/o Julie Baldia, Management Analyst Town of Yountville Ronda Schaer Via email to: [email protected] President
Susan Wilkinson Dear Julie Vice-President & Secretary The Napa Valley Museum Yountville seeks $30,000 in funding from the NVTID- Yountville to continue its multi-faceted repositioning of the Museum as a Joe Calise Yountville-branded, nationally-recognized center for cultural tourism, Treasurer concentrating on marketing and promotional efforts relating to the following:
Radah Butler Janet Gentile Herrero • The upcoming new exhibit Walt Disney’s Trains, which is being organized Raymond Schmitter in partnership with San Francisco’s Walt Disney Family Museum. The Kasandra Weinerth exhibit will run from November 10, 2018 (with possible previews during the NV Film Festival) through March 30, 2019, and will include model Emeritus Trustees trains, photos, posters, costumes and artifacts displaying Walt Disney’s fascination with railroads. Bart Araujo Thomas Bartlett Ronald Birtcher • Strategic promotional marketing and advertising partnerships, including Les Breckenridge travel and dining packages, with the Disney Family Museum, the Wine Gordon Huether Train and others. Visitors will be encouraged to visit the Disney Family John Livingston Museum at The Presidio in San Francisco, and then travel to the Napa Bruce Miroglio Valley to see “Walt Disney’s Trains” in Yountville, then dine and stay in John Nyquist Donna Shannon Town. W. Scott Snowden Leighton Taylor • Programs relating to the Disney exhibit, including Holiday Season offerings in partnership with the Town, the Yountville Chamber and Trustees in others, to promote the Town of Yountville during the holiday season Memoriam through Valentine’s Day. These packages will be co-promoted with the
Marilouise Kornell Disney Family Museum, which is staging its own complementary holiday Margrit Mondavi exhibit.
Executive Director This request represents an increase of $10,000 over the $20,000 we received last year. This $10,000 will be used for advertising co-buys with the Walt Disney Laura Rafaty Family Museum at San Francisco’s Presidio (possibly with other partners) to attract tourists to visit both Museums, staying overnight in Yountville.
This application is submitted with the authorization of the Board of Trustees. Please let me know if we can provide further information.
Many thanks
Laura Rafaty Executive Director Napa Valley Museum Yountville
NapaNapa Valley Valley Museum Museum Yountville | PO Box- Box 3567 3567 –| 55 55 Presidents Circle Circle, – Yountville Yountville, CA CA 94599 94599 707.944.0500Phone 707.944.0500 - www.napavall | Faxeymuseum.org 707.945.0500 - 501(c)(3) | www.NapaValleyMuseum.org Tax ID # 23-7140629
letterhead template.indd 1 6/12/15 2:24 PM NVTID YOUNTVILLE - APPLICATION CHECKLIST
Application Date: May 3, 2018
Name of Organization: Napa Valley Museum Yountville
Amount Requested: $30,000
□ Complete Application Checklist □ Letter of Authorization signed by designated Organization Contact, summarizing request □ General Applicant Information (Section A) □ Summary of Organization Current Budget (Section B) □ Summary of Project (Event, Activity, Collateral Material or Service) being requested (Section C) □ Detailed financial aspects of the funding request (Section D) □ Depending on the scope of the project, current insurance certificates may be required if your proposal is accepted. □ Agreement with the Napa Valley Tourism Improvement District - Yountville to incorporate sponsorship acknowledgement in event collateral, advertising, and related promotions.
1 SECTION A – APPLICANT INFORMATION
Name of Organization: Napa Valley Museum Yountville
Executive Director/President of Organization: Laura Rafaty, Executive Director
Point of contact regarding this application: Laura Rafaty
Address: Box 3567 and 55 Presidents Circle, Yountville CA 94599
Phone #: 707.944.0500
E-mail: [email protected]
Date organization was established: November 1973
Organizational structure? 501(c)(3) Non-profit Corporation Tax ID # 23-7140629
Organization’s fiscal year? July 1 to June 30
Number of staff? 7
Organizational objectives and activities
The Napa Valley Museum Yountville is a 501c3 non-profit corporation dedicated to enriching the cultural fabric of our community through exhibitions, collections, educational programs and creative activities that promote knowledge and understanding of art, nature and history.
SECTION B – SUMMARY OF ORGANIZATION AND CURRENT BUDGET
Please attach these items to the application. The NVTID- Yountville will insure utmost confidentiality in protecting any financial documents submitted as part of this process.
□ Provide current year’s budget for your organization - ATTACHED □ Provide financial information necessary for consideration of this application – PROJECT BUDGET ATTACHED
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.
Overview
The Napa Valley Museum Yountville seeks $30,000 in grant funding from the NVTID-Yountville to continue its multi-faceted repositioning of the Museum as a Yountville-branded institution and nationally-recognized center for cultural tourism, concentrating on marketing and other promotional efforts relating to the following: 2 • The upcoming new exhibit Walt Disney’s Trains, which is being organized in partnership with San Francisco’s Walt Disney Family Museum. The exhibit will run from November 10, 2018 (with possible previews during the NV Film Festival) through March 30, 2019 exclusively at the Napa Valley Museum Yountville, and will include model trains, photos, posters, costumes and artifacts, as well as film and recordings, displaying Walt Disney’s fascination with railroads. • Strategic promotional marketing and advertising partnerships, including travel and dining packages, with the Disney Family Museum, the Wine Train and Yountville businesses. Visitors will be encouraged to visit the Disney Family Museum at The Presidio in San Francisco, then travel to see “Walt Disney’s Trains” in Yountville, dine and stay in Town. • Programs relating to the Disney exhibit, including Holiday Season offerings in partnership with the Town, the Yountville Chamber and others, to promote the Town of Yountville as a holiday destination through Valentine’s Day. These packages will be co-promoted with the Disney Family Museum, which is staging its own complementary holiday exhibit.
This request represents an increase of $10,000 over the $20,000 we received last year. This $10,000 will be used for advertising co-buys with the Walt Disney Family Museum at San Francisco’s Presidio (possibly with other partners) to attract tourists to visit both Museums, staying overnight in Yountville.
The Disney exhibit builds on the momentum of our three previous and enormously successful exhibitions, including “France is a Feast: the Photographic Journey of Paul & Julia Child.” That current exhibit runs through May 20, 2018, and has exceeded its ambitious goals:
• Setting records for attendance, with admissions on track to exceed the prior three years of museum admissions combined, attracting huge numbers of visitors to Yountville – over half of whom were from outside the Bay Area. • Dramatically increasing museum store sales, with more revenues in a month than the museum previously earned in a year, attracting an affluent, culinary-inclined clientele who followed their museum visit with lunches and dinners at local restaurants in Yountville. • Garnering international and broad national and regional press coverage for the Museum and the Town of Yountville, including articles and features in the Associated Press, The New Yorker, The New York Times, ABC News, the Washington Post, the San Francisco Chronicle, the Los Angeles Times, and Vogue Magazine among scores of others.
3 • Attracting a major exhibition corporate sponsor in the travel industry (Oceania Cruises). • Attracting a major institutional sponsor, Bank of America, which chose the Museum as its sole 2018 addition to its elite “Museums on Us” program from among the many competing museums throughout Northern and Southern California. Yountville is now literally on the BofA “Museums on Us” map. • Driving new Museum Membership and Patronage, which have more than doubled in the past year, laying the groundwork for greater economic stability at the Museum. • Providing a venue for Yountville wineries and other local organizations to hold events at the Museum in an elegant setting (Silver Trident Winery and the Yountville AVA both held private events within the Julia Child exhibit).
The Disney partnership will enable the Museum to continue its successful formula of presenting high-profile exhibitions showcasing popular marquee names (like Julia Child and Disney), interspersed with exhibits having strong regional appeal, which we believe better positions us for sustained financial and artistic success, supports our demonstrated ability to enhance Yountville’s reputation as a major cultural destination, and which will drive upscale overnight hotel guests, and restaurant and winery visitors, to Yountville midweek during the shoulder season.
About the Exhibit: Walt Disney’s Trains, presented with the Walt Disney Family Museum
From November 10, 2018 through March 31, 2019, the Napa Valley Museum Yountville will present: “Walt Disney’s Trains,” a sophisticated but family-friendly exhibition co-organized with The Disney Family Museum. Our first collaboration with this major museum located in San Francisco's Presidio, it will include photographs, archival videos, images of Walt Disney and his trains, one or more operating model trains, plus posters, costumes, artifacts and blueprints.
- Railroads loom large in Walt Disney's story. It was during a cross-country rail trip in 1928 that Walt first contemplated a mouse named Mortimer, renamed Mickey. After Mickey Mouse debuted in "Steamboat Willie" on November 18, 1928, he would star with a train in the 1929 short "Mickey’s Choo-Choo.” Trains would prominently appear in future Disney shorts and feature films. After viewing an oversized model train in 1948, Walt constructed his own ridable Carolwood Pacific Railroad on a half-mile track circling his home in Holmby Hills. This 1/8th scale model had its own steam engine named "Lilly Belle" in honor of Walt's wife Lillian. A highlight of the Museum's exhibit will be one of Walt's own backyard railroad cars. At this time he also began documenting ideas for “Mickey Mouse Park,” a family park that would include a railroad station, helping guests imagine themselves part of an American train voyage at the turn of the 20th Century. The "Disney" exhibit's nostalgic theme should be particularly popular at this particular time.
- “Walt Disney’s Trains” coincides with the 90th anniversary of Mickey Mouse's debut, and with the Disney Family Museum's own holiday exhibit. In addition to the team at the Disney Family Museum, which is lending the Museum a treasure trove of railroad-themed Disney memorabilia, the Museum's likely collaborators include the Napa Valley Wine Train, which is producing its own model train, local train collectors, who are lending an oversized model train from their private collection, and the Napa Valley Model Railroad Historical Society, which will assist with building a model train for the exhibition. Licensed Disney train-themed merchandise, along with posters and books, will be available for purchase in the Museum's gift shop through an agreement with the Disney Family Museum.
4
View “Mickey’s Choo-Choo,” historic hand-drawn animation in the exhibit: http://www.dailymotion.com/video/x3lew2j
Click to learn more about Walt Disney’s fascination with trains: https://www.youtube.com/watch?v=upUESW5XeyU
5 Marketing of the Exhibit
- Target Audience
We expect this exhibit at the Napa Valley Museum Yountville to be a blockbuster for the holiday season. The Disney name and brand are synonymous with quality, internationally recognized, embraced by people of diverse ages, languages and backgrounds, while railroad trains are enormously popular with kids of all ages. Disney enjoys a cult-like following, with the faithful willing to travel long distances to experience Disney events, exhibits and amusements. The Disney Family Museum in The Presidio is one of the area’s most-visited attractions, aimed at adults and older children, with visitor attendance reaching 400,000 last year. It was rated as the Bay Area’s number one museum by the Bay Area A-List and the Morey Group.
In addition to the many children and families interested in anything Disney, there are millions of adults who grew up watching Disney on television or in movie theaters, and who regularly visit Disneyland or Disney World - driving adult visitor percentages at the theme parks to an all-time high. According to the New York Times: “nearly one-third of the people who attend the Disney resorts in Anaheim, Calif., and Orlando, Fla., are adults who come without children, a Disney demographic so established that there is an official name for them: ‘nonfamily guests.’” (https://www.nytimes.com/2012/07/22/travel/the-disney-adventure-without-the-kids.html).
Disney Brand Consumers are generally very high income, Caucasian, and young adult age.” (InfoScout.co). They also are highly educated. This exhibit will be exclusively displayed in Yountville, which will attract those upscale visitors interested in premium and exclusive experiences. The addition of private clubs and fine dining at lavish Disney resorts worldwide speaks to the marketing shift of the Disney travelers who seek luxury vacation experiences.
- Marketing the Exhibit
The Disney exhibit represents the next step in a campaign to raise the Museum's profile to a national level, which started with “France is a Feast,” and which has led to dramatically increased numbers of out-of-state as well as regional overnight visitors. Over 10,000 people have paid to view an exhibit at the Museum over the past year; significant additional numbers of visitors have attended events, festivals and community or our education events. The Museum currently serves a demographic that is 46.5% local and 53.5% visitor, based on statistics gathered since 6 January of 2017. Mid-week business has been unexpectedly high for “France is a Feast,” with Museum staff frequently encountering a line of people waiting to enter the Museum on Wednesdays (the Museum is open from 11 to 4, Wednesdays through Sundays). Saturday continues to be our most popular day, but mid-week business is surprisingly strong.
"Walt Disney's Trains" will also build on the family engagement we promoted through the "SoundMaze" exhibit, which drew repeat visits from large numbers of Bay Area families attracted by its interactive nature, as well as individual visitors interested in its acclaimed inventor, Paul Dresher. The “SoundMaze” exhibit received strong support as a family-friendly option from regional media, including a live broadcast on KQED’s “California Report.”
The goal with “Walt Disney’s Trains” is to reach a much broader audience, similar to “France is a Feast.” The Disney Family Museum will be cooperating with us on advertising buys and marketing, reaching Disney enthusiasts around the world. Promotional partners like the Wine Train and local hotels and restaurants will be part of a campaign bringing visitors to both Disney Family Museum in San Francisco and to the Napa Valley Museum as a seamless offering, particularly during the holidays.
In addition to co-promotions and cooperative advertising, the exhibit will be marketed through earned media, with some digital marketing pushed out across Northern California and to targeted audiences across the US. The Museum works with the top PR firm of Fuller & Sander to promote select exhibits and to target national audiences, including those who read travel publications. We will also engage Tanya Pinkerton, who has successfully handled our local calendar listings and media appearances.
The exhibit will literally raise the Museum and Yountville’s visibility. We are working with the Wine Train to park a Wine Train railway car in a location visible from the Highway, possibly near the location of their regular “Santa’s Village” display, with a giant lighted Mickey Mouse symbol (for which the Disney Museum has given permission), and a banner reading “Ride the Wine Train to the Napa Valley Museum Yountville for ‘Walt Disney’s Trains.’” We believe these efforts will drive tourists to the exhibit and to Yountville.
• Goal of the project – what will it achieve in advancing Yountville’s hospitality and tourism business community?
The goal is to position the Museum to drive significant hotel and other business to Yountville by providing an exclusive museum exhibition of the highest quality, based on the life of Walt Disney, who is a popular figure of global interest, and of particular appeal to those interested in Disney films, television and theme parks, as well as those interested in railroad trains. Through partnership opportunities and packages with Yountville hotels, restaurants, wineries and other businesses on the “Walt Disney’s Trains” theme, we believe we can attract affluent, educated visitors midweek, during the exhibition’s Shoulder Season run. The exhibit will run through the holiday, attracting corporate holiday parties, and through Valentine’s Day, attracting couples (Disneyland and Disneyworld are two of the country’s most popular locations for engagements and weddings).
Advance purchase tickets will be available through the Lincoln Theater box office. Links on our website to the box office will include the ability to visit Yountville hotel websites. The gallery’s configuration will be affected by Disney’s prohibition against serving alcohol within the Museum upstairs gallery. But we will be tenting and heating the surrounding patio area, and utilizing the downstairs space accordingly, so that we can continue to attract private and corporate events, and the resulting overnight stays, to Yountville. Our museum includes a full kitchen and ample parking,
7 making it an attractive venue for events. These events will help drive overnight stays, including during midweek.
• Will the economic benefits extend beyond the Town of Yountville? What is the impact on Napa Valley at large vs. the local Yountville community?
We expect this project to result in increased overnight stays in Yountville lodging establishments and increased visits to Yountville restaurants, wineries and businesses. Because of the broad interest in Walt Disney and based on the volume of potential interested visitors, and limited Yountville hotel availability, we do expect the benefits to extend beyond Yountville. Many families with children will likely choose to stay in Napa. Through packages and promotion on our website, we hope to also drive restaurant, winery and merchant customers to Yountville, even if the visitor, or a group, is staying elsewhere.
Exhibits like "Disney" enhance our appeal to potential institutional sponsors and strategic partners. Increases in admissions and store revenues, which we expect to continue through "Disney," are moving us toward a more revenue-based business model and stability for our organization. At the same time they allow us to be more inventive with the exhibits in our other galleries, with more student shows and community events, expanding our art, history, and environmental education offerings. This makes our museum more appealing 365 days out of the year, and further increases both local and visitor satisfaction, as well as driving significant repeat visits to the Museum in Yountville.
• How does your project enhance or promote the Yountville “brand”?
The discussion above details the allure and value of the Disney brand, with which Yountville will be associated through this exhibit at the Napa Valley Museum Yountville. As the Napa Valley Museum Yountville’s reputation for excellence continues to grow, so will the Museum’s ability to enhance the brand. The quality of exhibits we are now developing and presenting are commensurate with the quality of Yountville’s other exceptional offerings, and appeal to a similar discriminating, educated and affluent visitor.
In the past 12 months, the Museum has undertaken a major shift in focus toward becoming a nationally recognized museum attracting tourists as well as locals, better positioning us for sustained financial and artistic success. By dramatically improving the quality of exhibits, with subject matter of national renown and cultural significance, we ensure that visitors enjoy a world-class experience, add to hotel guest enjoyment, and further burnish Napa Valley's brand. It is our goal to make the Museum a major cultural attraction providing a compelling reason for visitors to come and stay. At the same time, locals appreciate these exhibits, returning to them repeatedly and bringing guests. We strive to be a museum of which our community can be proud, and to provide a participatory museum experience of lasting impact.
The Disney marketing campaign will provide a high-profile opportunity to promote our brand name: “Napa Valley Museum Yountville” to the large audience that is interested in Disney. It will also reinforce the Yountville brand as a major destination for holiday-themed tourism, building on the work of the Chamber and the Town. Working closely with the Chamber, we will offer holiday-themed events relating to the Disney exhibit, driving increased holiday visitors to the Town, both during the holiday season and around Valentine’s Day.
• What is the methodology used for determining how this project/event/product will result in increased lodging, room-night bookings?
8 The success of "Walt Disney's Trains" and associated events will be measured in terms of sustaining recent success in the areas of attendance and revenue-generation, providing visitor satisfaction and engagement, and growing promotional partnerships within the Yountville business community. Specifically we have set a goal to:
1. Attendance: generate at least 6,000 non-discounted PAID admissions over the 4.5 months of the exhibit (we expect unpaid admissions, primarily for Museum Members, children, veterans, and active military, to be significant for this exhibit)
2. Partner with the Town and Chamber on at least 2 holiday events
3. Tourism: continue to attract more than 50% from visitors outside Napa Valley, and enhance tracking of Yountville hotel stays. We recently added a question about Yountville hotels and restaurants to the form our volunteer greeters fill out for each Museum visitor, but are looking for additional ways of gauging impact on Yountville overnight stays.
4. Partnerships: create at least 2 new strategic partnerships around travel and dining packages
5. Co-op marketing: create and implement co-operative marketing strategy with Disney Family Museum, potentially adding Napa Valley Wine Train
6. Obtain at least 4 major features from press and other media outlets outside Napa Valley
• 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.
We were able to lay some groundwork for this effort during “France is a Feast:” -Created a dedicated “Stay in Yountville” page on our website linking to the Chamber’s hotel page - Our box office partnership with the Lincoln Theater allowed us to offer advance sales of museum admission, enabling development of hotel packages. - We worked with CANVAS and the Chamber to host mixers and attended by concierges. - We reached out to the marketing or management staff of the hotels in Yountville, and were able to begin productive discussions with several Yountville hotels about areas of synergy, identifying future opportunities. Occupancy has been very high when we’ve tried to implement packages, but we’ve formed relationships in the Yountville hospitality industry on which we can now build. - We partnered with Hurleys in Yountville on a dinner, which has now established a template we can replicate for other restaurants and businesses.
For its support at the $30,000 level, the Napa Valley Tourism Improvement District Yountville will receive promotional placement and links to destination partners on our website, and promotional credit on the framed and promotional exhibition poster, on print collateral including postcards and rack cards, and on social media. This will be included on material developed in partnership with the Disney Family Museum, reinforcing the association of Yountville with the Disney brand.
• Is this expected to be an on-going or one time project? Will it build upon existing or previous activities or programs?
This will be an ongoing project, to be continued with future exhibits and traveling exhibitions to continue to enhance the Yountville brand and reputation as a cultural tourism destination.
• Who is the target audience and what is the expected number of participants/spectators?
9 Please see the description above on page 4, under “Marketing of the Exhibit”
• Provide expected number of attendees (local and out-of-town guests).
We estimate 10,000 attendees at the exhibit and associated events, including holiday season events, of which at least 6,000 will come 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?
This will be inspired by an exhibit that ran at the Disney Museum in 2014, while adding exciting new participatory elements and a unique Napa Valley spin. It will be developed with support from the experienced Disney Museum team, also utilizing some of their original contract designers. The Museum's own design team, headed by Executive Director Laura Rafaty and Exhibitions & Programs Manager Ariel Loraine, will oversee the project, having successfully designed and managed three extraordinarily popular recent exhibitions in the Museum's Main Gallery, including the "Sound Maze" a family-friendly interactive installation of giant-sized musical instruments, and the current "France is a Feast" exhibit showcasing Paul Child's photographs of his life in France with wife Julia Child. Drawing on a strong team of designers, builders and other artists, the Museum is well prepared to produce an exhibit to attract Disney and train fans for the holidays and beyond. Biographies of the team follow:
- Laura Rafaty (Executive Director) is an experienced nonprofit arts leader, producer and writer, and also brings decades of both nonprofit and for-profit business and legal experience to her position as Executive Director. She was an attorney with two of California’s largest and most respected major law firms, and manager of business operations, and international general counsel, of a $450M+ per year nonprofit based in Palo Alto for over a decade. A veteran of local nonprofits including the Napa Valley Performing Arts Center at Lincoln Theater, Friends of the Cameo Cinema, and the Napa Valley Opera House, as well as nonprofits in New York City, she is a Tony-nominated theatrical producer. She is founder of the nonprofit NapaShakes, which she built in less than three years into an internationally-respected incubator and presenter of Shakespeare and classical theatre, working with many of the world’s most acclaimed theatre companies, actors and directors. Laura devised and now leads the Museum’s transition and rebranding strategy, conceives and helps with designing and curating exhibitions, negotiates all of the Museum’s agreements, supervises all staff and contractors, writes and designs much of our marketing and graphic material, and manages our website and social media. She oversees all marketing and publicity for the Museum.
- Ronda Schaer (Board President) has over 20 years of experience owning a gallery in Yountville, and was active in the Yountville business community and Chamber of Commerce as well with Yountville Arts, now a commission of the Town of Yountville, and helped to launch the Yountville Public Art Walk and Gallery at Community Center. She has a degree in industrial design, business and art history, as well as many years of professional experience in advertising and marketing. As president of the Board of Trustees, she will help set and implement the rebranding strategies outlined above, and her intimate knowledge of the Yountville business environment makes her uniquely suited to ensure that the Museum’s efforts add to the luster of the Yountville brand.
- Ariel Loraine (Manager of Exhibitions and Programs) is originally from Canada. She completed her BFA in Theater Design at Concordia University and has worked with many independent theater companies and festivals in Montreal and Toronto, as well as with corporations handling event production, and exhibit and display design and manufacture, including display design and fabrication for Urban Outfitters. She is an accomplished designer, woodworker, artist, and technician, as well as a set designer and painter and Production Manager. Ariel designs and builds our exhibits, and manages the Museum’s programs and events. She was actively involved in designing and building the “SoundMaze” and “France is a Feast” exhibits. 10 - Tom Fuller & Monty Sander (Press Agents), plus Tanya Pinkerton for Calendar Listings Our press agents bring a collective 32 years experience to the wine country public relations arena, and work with many Yountville-based organizations and businesses. They have managed publicity for a broad spectrum of projects, while remaining primarily within the food, beverage and hospitality venues. They bring a unique combination of local expertise and national/international media savvy to any project they undertake. For this project, they are specifically reaching out to their extensive press contacts at culinary and travel publications, as well as to their national press contacts, and handling press with major regional and local publications. They are also coordinating with the book publisher press agent, to ensure coverage of the Museum’s exhibition.
• Identify the name and role of any project partners or sponsors.
- Walt Disney Family Museum: Find animation, innovation, and inspiration in the remarkable life story of Walt Disney, the man who raised animation to an art, tirelessly pursued innovation, and created a distinctly American legacy that transformed the entertainment world. Located in the scenic Presidio of San Francisco, the museum is a 501(c)(3) nonprofit organization that features contemporary, interactive galleries with state-of-the-art exhibits narrated in Walt’s own voice alongside early drawings, cartoons, films, music, a spectacular model of Disneyland, and more.
Please see attachment: Disney Family Museum Team For an interview with Kirsten Komoroske, Executive Director, and a discussion of Walt Disney and the creation of the Disney Family Museum, see: https://www.youtube.com/watch?time_continue=107&v=x1JyDSOG2wM
- The Museum also expects to partner on marketing and promotion with Silverado Vineyards, owned by local resident Ronald Miller, widower of the late Diane Disney Miller, and Board President of the Walt Disney Family Museum.
- As described above, the Museum plans to partner with the Wine Train, the Model Train Society, and the Yountville Chamber and Town, among others.
• Schedule for implementing project, which will vary depending on a product or event.
September 1, 2018: Engage train designers and press agents and add exhibit to calendar listings; all partners in place
September 15, 2018: Press release sent, designers engaged, Advance Admission Tickets On Sale
October 1, 2018: Merchandise Ordered; promote event rentals
October 15, 2018: Sponsors, Partners, and Initial Events Set
October 31, 2018: Branded and Exhibit Merchandise On-Hand
November 1 – December 25: Holiday events with the Town of Yountville
November 8, 2018: Exhibition Press Preview
November 9, 2018: Potential Napa Valley Film Festival Celebrity Tributes Night Reception for select NVFF and Museum patrons
November 10, 2018: Official opening of exhibit, and Opening Celebration,
11 January 1, 2018: Begin Partner Events and Programs
February 1, 2018: Spring and Valentine’s Day Programs
March 31, 2019: Exhibition Closes
SECTION D – FUNDING REQUEST
• The amount you are requesting from the NVTID – Yountville? $30,000
• What percentage of this project will be funded by this funding request? 37% (not counting staff and overhead costs which total $671K annually)
• What percentage of your organization’s budget will go towards this project? 11%
• Provide the overall budget, which will vary depending on whether the activity is a product vs. an event, and which should include such items as in-kind services of organization, anticipated fees, space rental, marketing/advertising, operating expenses, printing etc. Please see attached project budget.
• Is your organization requesting funding from the county-wide Napa Valley Tourism Improvement District/Destination Council? If so, what is the amount and how is it proportional to the amount requested for the NVTID – Yountville? We have not been able to apply for that funding.
• Provide a list of the amount of funding requested from any other funding sources, and your sponsors and partners, including any in-kind services. Have these other funds been officially committed, or are they pending? We have applied and been recommended for (subject to Board of Supervisor approval) a grant of $20,000 toward this “Walt Disney’s Trains” exhibit from the Napa County Arts & Culture Committee, Special Projects Fund. We are in the process of preparing in-kind sponsorship proposals, but are limited in cash corporate sponsorships due to restrictions on the use of the Disney name. • Timing of funding needed – lump sum or other payment Many of the needs outlined above require initial upfront investment of funds, particularly the construction elements, licensing fees, and payments to contractors.
Attachments to this Application and Cover Letter:
1. Organizational Budget 2. Project Budget 3. Disney Museum Team
All Aboard!
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Budget: "Walt Disney's Trains" EXPENSES ANTICIPATED CONFIRMED Item Description Cost Cost Materials, labels, exhibition cases, additional lighting, wall moves, signage, outdoor lighting, printed graphics, Exhibit Physical Production replication of photographs, artifacts, costumes, model train construction and operation, outdoor tenting 20,600 Disney Museum payment for exhibition elements and licenses, including framing for moisture control and anti- Curatorial expenses theft, additional curating expenses, payment for model train designs, logos and banners 25,000 Licensing and Graphic Design Licensing of images, video and other content and payment to Disney Graphic Designer 4,000 Transportation and Installation Installation of exhibition, including transportation from SF and LA and borrowing oversized train 4,800 Printing For initial opening: Rack cards, promotional material, photographs, banner 2,800 Events & Holiday Programs Opening, Special Events, Related & Holiday Programs 4,000 Promotion & Publicity publicists for opening months, calendar listings, ongoing promotional material 8,600 Paid Advertising Co-Pro with Disney coop ads with Disney and other partners 10,000 Total Expenses 79,800 79,800
REVENUE Sales/Admissions/Event Tickets* 30,000 Napa County SP&P Grant 20,000 NVTID-Yountville Grant 30,000 Total Revenue 80,000 80,000
Net Revenue 200 *Admissions Revenue is based on "France is a Feast" admissions ($27,420 from 11/11 - 3/31) we expect Disney to have higher attendance but a lower average ticket price based on large numbers of kids attending NAPA VALLEY MUSEUM FY 2018 BUDGET
Income Fundraising $77,500 Membership $104,500 Grants/Gifts $116,500 Admissions $80,000 Programs/Ed $10,000 Store $32,500 Site Rentals $10,000 Endowment Income $240,000
Total Income $671,000
Expenses Marketing $11,500 Volunteer $20,900 Facility $56,645 Program/Ed $47,798 Collections $27,706 Store $15,000 Exhibitions $105,700 Fundraising $10,000 Membership $22,400 Administrative $353,351
Total Expense $671,000
NAPA VALLEY TOURISM IMPROVEMENT DISTRICT – YOUNTVILLE EXTERNAL FUNDING PHILOSOPHY
GUIDELINES AND APPLICATION FORM
The Napa Valley Tourism Improvement District (NVTID) was created in 2010, and is funded through an assessment on hotel room nights implemented and collected by lodging businesses throughout the Napa Valley. The NVTID‐Yountville is the local governing board which focuses on the local spending of the half percent (.005) of the total TID assessment of two percent (2.0%) that is generated within the Yountville town limits. 1.5% goes to the regional TID and .05% stays within the local community to support local strategies and initiatives.
The intent of the assessment is to support local activities and products that promote, support and enhance locally based tourism and hospitality efforts. The Napa Valley is well‐known as North America’s legendary and premier wine‐tourism destination. In Yountville we are committed to use that positioning to appropriately and strategically market the unique high end resort and culinary destination that represents what is the Yountville “brand” with and its many wine, culinary, cultural, and lodging and other hospitality destinations.
The NVTID‐Yountville typically directly funds activities and programs which it manages itself or contracts out to others. On a limited basis, and subject to available funding, the NVTID‐Yountville board may consider external requests for funding support from outside organizations but has no obligation to do so. The NVTID‐Yountville Local Governing Board may entertain requests for funding whose sole objective is to advance tourism and hospitality in a significant and measurable way and which will have a demonstrated economic impact specific to the Town of Yountville community.
Requests for Funding are to be considered at the sole discretion and direction of the NVTID‐Yountville governing board. Requests for funding will be evaluated based on how well the request meets the overall intent and spirit of the criteria outlined below. Please note that requests that do not meet these goals will not be considered.
Criteria used by Governing Body for evaluation of funding requests include:
Develop events or activities that help drive higher end tourism to the Yountville community reflecting the unique demographic visitor niche existing in Yountville. Events should be Yountville centered and focus on marketing to fill the unique high end 451 rooms that represent the Yountville lodging demographic. If not singularly Yountville focused, the proposal should have a dedicated marketing element appropriate for the Yountville brand. Preference is given for events or activities that primarily focus on travel Sunday through Thursday during the shoulder season months of December through March – known as the Cabernet Season. Yountville lodging typically approaches 100% occupancy on weekends. Proposals which focus on mid‐week and slow season bookings or trigger extended stay night minimums are preferred. Events or activities which support corporate events which bring midweek business Sunday – Thursday overnight stays year around are preferred.
8/23/2017 Seek to create and sustain events or activities that compel visitors to stay overnight. Although Napa Valley and Yountville is a popular destination for tourists on day‐trips, the ultimate goal of this application is to put ‘heads in beds” and extend stays in Yountville lodging. The event or activity will enhance the Yountville guest brand experience. Applications requesting funding from the NVDC and/or other local TID’s are not generally favored unless they can focus on how the activity will uniquely benefit the Yountville lodging community. Applications requesting operating funding are not generally encouraged. We tend to prioritize support for Yountville focused marketing and advertising efforts. Applicants will need to provide an operating budget and indicate other sources of funding and/or revenue. Applicants should demonstrate the financial health and accountability, creativity, and strong management of your organization to fulfill these objectives. Applicants should be willing to share database with Yountville lodging properties for cross marketing efforts. Applicants should identify a measurement tool or metric that can be used to determine Return On Investment (ROI) focused on lodging needs first and general economic impacts secondly. How will we identify the success or positive impact of your project/event?
8/23/2017 NVTID YOUNTVILLE ‐ APPLICATION CHECKLIST
Application Date: 5/5/18
Name of Organization: Yountville International Short Film Festival
Amount Requested: $25,000
□ Complete Application Checklist □ Letter of Authorization signed by designated Organization Contact, summarizing request □ General Applicant Information (Section A) □ Summary of Organization Current Budget (Section B) □ Summary of Project (Event, Activity, Collateral Material or Service) being requested (Section C) □ Detailed financial aspects of the funding request (Section D) □ Depending on the scope of the project, current insurance certificates may be required if your proposal is accepted. □ Agreement with the Napa Valley Tourism Improvement District ‐ Yountville to incorporate sponsorship acknowledgement in event collateral, advertising, and related promotions.
8/23/2017 SECTION A – APPLICANT INFORMATION
Name of Organization: Yountville International Short Film Festival
Executive Director/President of Organization: Bill Hargreaves
Point of contact regarding this application: Same
Address: P.O. Box 53869
Phone #: 408‐316‐7051
E‐mail: [email protected]
Date organization was established: 11/1/17
Organizational structure (Non‐profit, LLC, etc.)? LLC
Organization’s fiscal year?
Number of staff? 5
Organizational objectives and activities? (See Attached)
SECTION B – SUMMARY OF ORGANIZATION AND CURRENT BUDGET
Please attach these items to the application. The NVTID‐ Yountville will insure utmost confidentiality in protecting any financial documents submitted as part of this process.
□ Provide current year’s budget for your organization □ Provide financial information necessary for consideration of this application
8/23/2017
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. □ Goal of the project – □ Will the economic benefits extend beyond the Town of Yountville? □ How does your project enhance or promote the Yountville “brand”? □ What is the methodology used for determining how this project/event/product will result in increased lodging, room‐night bookings? □ 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. □ Is this expected to be an on‐going or one time project? Will it build upon existing or previous activities or programs? □ Who is the target audience and what is the expected number of participants/spectators? □ Provide expected number of attendees (local and out‐of‐town guests). □ 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? □ Identify the name and role of any project partners or sponsors. □ Schedule for implementing project, which will vary depending on a product or event.
SECTION D – FUNDING REQUEST
□ The amount you are requesting from the NVTID – Yountville? □ What percentage of this project will be funded by this funding request? □ What percentage of your organizations budget will go towards this project? □ Provide the overall budget, which will vary depending on whether the activity is a product vs. an event, and which should include such items as in‐kind services of organization, anticipated fees, space rental, marketing/advertising, operating expenses, printing etc. □ Is your organization requesting funding from the county‐wide Napa Valley Tourism Improvement District/Destination Council? If so, what is the amount and how is it proportional to the amount requested for the NVTID – Yountville? □ Provide a list of the amount of funding requested from any other funding sources, and your sponsors and partners, including any in‐kind services. Have these other funds been officially committed, or are they pending?
Updated as of July 2017
8/23/2017 To: NVTID Yountville Board
From: Yountville International Short Film Festival
Subject: Marketing Grant Request
Proposal Submission Date: 5/5/18
Event Details: Second Annual Yountville International Short Film Festival (YISFF)
Proposed 2019 Dates
Thursday, February 7th: Opening Night Friday, February 8th: Screenings Saturday, February 9th: Screenings Sunday, February 10th: Screenings
Festival Staff
Co-Founder / Festival Director: Bill Hargreaves Co-Founder / Programmer: Sinohui Hinojosa Festival Coordinator: Marcela Cortland Box Office Manager: Jesus Figueroa Lead Screeners: Robert Hargreaves, Lisa Kreamer, Joshua Russell, Julian Stephenson Web / Marketing / Design Agency: WebEnertia (San Jose)
Event Summary
The 2nd Annual Yountville International Short Film Festival aims to build upon its successful inaugural festival. Bringing back a one of a kind experience to the citizens and visitors of Yountville and the Napa Valley. We are thrilled by the opportunity to bring back an array of World-Class Short Films to enthusiastic audiences – all set in the amazing backdrop of Yountville.
The festival also plans to build 2018 sponsors, which included: Hotels & Inns of Yountville, Town of Yountville, Yountville Chamber of Commerce, Bardessono Resort & Spa, Hotel Yountville, V Marketplace, San Francisco Magazine, Silicon Valley 1 Magazine, CellarPass, WebEntertia, EAP Creative, Yelp Elite, Ma(i)sonry Napa Valley, Stewart Cellars, Silver Trident, Handwritten Wines, The Hess Collection, Hestan Vineyards, Jessup Cellars, Petit Pot, Hint Water and Yountville Live.
Additionally, the short film format has been rapidly gaining in acclaim and popularity over the past few years. Many of these Filmmakers are leveraging their short film work to move into bigger studio roles. Screenwriters, Actors and the like are realizing their dreams of bringing their stories and characters to the screen in a format more easily attainable than a full feature film and without sacrificing on production value.
The Yountville International Short Film Festival will curate and screen more than 80 of these world-class shorts over the 4-day event. We are planning to deliver these films to audiences in 80-90 minute blocks ranging in genres from comedy, international, science fiction, documentaries, animation and more.
Secured Venues & Key Event Lineup for 2019 Community Center Heritage Room & Bardessono (Additional screening venues TBD)
Thursday, February 7th Opening Night Screening & Reception (Heritage Room)
Friday, February 8th Locals Afternoon Discounted Screenings Filmmakers Dinner (promote local dining) After Dinner Screenings
Saturday, February 9th Saturday Featured Comedy Block at Community Center VIP EVENT: Jessup Cellars ‘Art House Sessions’ Evening Event Guest of Honor Reception
Sunday, February 10th Special Bubbles Brunch Screening Afternoon Family Screenings
Marketing / Branding / Events
The Yountville International Short Film Festival is working on branding and expanding its presence through its social media and website platforms developed in-house and
2 with our marketing agency WebEnertia. Our branding will reflect the Yountville experience and the Napa Valley as a whole.
Reach: Our marketing efforts will focus on reaching attendees from San Francisco to Sacramento to San Jose as well as select markets, such as Los Angeles.
Destination Yountville: Our events and programming will continue to be designed to allow attendees to experience these tremendous films all while having time to explore Yountville’s many wine, food and art venues. (For example, we will limit programming on Saturday & Sunday during lunch and dinner hours to allow visitors to enjoy wine tastings, shopping and/or dining).
Heads in Beds: We will create ticket packages that encourage attendees to stay multiple days at the festival. Our VIP & Day Passes could be part of a bundle which includes lodging. Discounted room codes could also be offered through the festival or direct from lodging partners. The Yountville International Short Film Festival would like to establish long term partnerships with local venues to enhance the experience for all.
Community Involvement: To enhance the overall festival experience, the Yountville International Short Film Festival will invite selected Filmmakers to attend the festival and participate in Q&A sessions following their screenings. As such, these Filmmakers will also be seeking accommodations. We are open to creating a program where area residents would act as a “Host” to these special attendees and allow the use of guest rooms and/or guest houses during their stay. Some will opt for their own accommodations, however, offering a host program would be a great way to develop a community bond to the festival.
Request for Funding
The Yountville International Short Film Festival will work closely with the Town of Yountville and its business community and citizens to ensure a top-shelf experience developed for long-term success. We are seeking financial support to bring this event back to Yountville in the amount of $25,000 for year two.
Yountville Int’l Short Film Festival Prospective Promotion / Marketing Budget ‘19 Digital & Print Advertising: $10,000 - $14,000 Geographic Targeting: Napa, Sacramento, East Bay, Tri-Valley, Peninsula, South Bay Marketing Collateral: $4,000 - $6,000 design, delivery, and distribution Festival Program, Posters, Flyers, Signage Web & Social Media Enhancements: $5,000 - $7,500 Public Relations: $5,000
3 Total Estimate: $24,000 - $32,500
Ticket Pricing Individual Block Screenings: $10 Day Pass: $35 4 Day VIP All Access Pass: $125 Special VIP Events: TBD
Thank you for your consideration.
Bill Hargreaves Festival Director Yountville International Short Film Festival 408-316-7051 , [email protected] , www.yisff.com
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