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Special Meeting of the Napa Valley Tourism Improvement District

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Special Meeting of the Napa Valley Tourism Improvement District Special Meeting of the Napa Valley Tourism Improvement District Agenda Wednesday, October 18, 2017 – 9:00 A.M. Special Meeting – Bardessono 6526 Yount Street Yountville, CA 94599 1. Call to Order 9:00 A.M. 2. Roll Call Members: 3. Adoption of the Agenda ACTION John Dunbar, Mayor 4. Public Comment Town of Yountville (Matters Not Listed on the Agenda) Arik Housley, Chamber of Commerce 5. Board Member vacancy update Steve Davino, Vintage Estate 6. MeringCarson Marketing Campaign update Steven Rogers, Town Manager 7. Review of Funding Requests Town of Yountville - Napa Valley Film Festival Ty Accornero, - Lincoln Theater North Block Hotel - Vine Trail Sileshi Mengiste, - Napa Valley Museum Bardessono - Short Film Festival DISCUSSION/ACTION Staff: 8. Discuss possible fire recovery marketing strategy Julie Baldia, DISCUSSION/ACTION Management Analyst Town of Yountville [email protected] 9. Yountville Chamber of Commerce update 10. Board member comments and updates 10. Visit Napa Valley Update 11. Adjourned to next meeting, to be determined October 3, 2017 Mr. Steve Rogers NVTID‐Yountville 6550 Yount Street Yountville, CA 94599 RE: 2018 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 (including the upcoming event, November 8 – 12, 2017) 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 2017 ‐ $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 and beyond. Our new proposal returns us 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 lodging properties. The enclosed application details our new proposal to be executed with financial support from NVTID‐Yountville and in collaboration with the local lodging and business communities. Thank you for the opportunity. Marc Lhormer, Founder Executive & Artistic Director 1 THE NAPA VALLEY FILM FESTIVAL (2010 mini festival/ inaugural 2011 / 2012 / 2013 / 2014 / 2015 / 2016) PAST HONOREES AND OTHER SPECIAL GUESTS Dev Patel, Kurt Russell, Cuba Gooding Jr., Lee Daniels, Zoey Deutch, Glen Powell, Viggo Mortenson, Chloe Moretz, John Travolta, Kelly Preston, Keegan-Michael Key, Evan Peters, Zoe Kazan, Bruce Dern, Kevin Costner, Michelle Monaghan, Bill Paxton, Mike Myers, Shailene Woodley, Jeremy Jordan, Shep Gordon, Harvey Weinstein, Richard LaGravenese, Anna Camp, Skyler Astin, Robert Sheehan, Allen Leech, Matthew Lillard, Carla Gugino, Chris Messina Colin Farrell, Miles Teller, Dianna Agron, John Lee Hancock, Anita Hill, Angela Kinsey, Judy Greer, James Marsden, Jeffrey Wright, Abigail Breslin, Justin Chadwick, Alan Cumming, Imogen Poots, Freddy Rodriguez, Heather Morris, Scott Wolf, Melanie Lynskey, Dash Mihok, Dane Cook, Vinessa Shaw, Elizabeth Mitchell, Felicity Jones, Adam Driver, James Cromwell PAST JURORS AND OTHER NOTABLE ATTENDEES Natalie Morals, Access Hollywood… Mike Fleming, Deadline… Tyler Florence & Bobby Flay, Celebrity Chefs… Lee Schrager, NY Wine and Food…Carter Burwell, composer… Atom Egoyan, Director… Stephen Burno, Netflix…. Dave Karger, Fandango… Nicholas Gonda, producer…..Jennifer Todd, Pearl Street Films… Ted Hope, Amazon Studios… Bill Plympton, director… Dave Grohl, singer-musician / director (SOUND CITY) … Joe Carnahan, writer/director… David Glasser, COO, The Weinstein Company; Billy Bush, Access Hollywood… Sharon Waxman, The Wrap … Jennifer Siebel Newsom, filmmaker…Morgan Neville, director (BEST OF ENEMIES & TWENTY FEET FROM STARDOM - won Oscar for Best Doc)…. Dana Harris, IndieWire … Rose McGowan, actress … Madeline Zima, actress… Gigi Pritzker, producer (RABBIT HOLE) … Michael de Luca, producer… Alex Orlovsky, producer (BLUE VALENTINE) … Tom Shadyac, director (I AM)… TJ Martin & Dan Lindsay, co-directors UNDEFEATED (won Oscar for best doc)… Jim Burke, producer (THE DESCENDANTS) … John Sloss, Cinetic Media… Janice Min, The Hollywood Reporter… Leonard Maltin, Film Critic-Historian… John Horn, LA Times… Claudia Puig, USA Today… Steven Gaydos, Variety NOTABLE SCREENINGS LION… CAPTAIN FANTASTIC… ELLE… TONI ERDMANN… BLEED FOR THIS… 20TH CENTURY WOMEN… SPOTLIGHT…CAROL…REMEMBER... SON OF SAUL… 45 YEARS…THE 33… YOUTH… SOMM:INTO THE BOTTLE... STEVE JOBS: THE MAN IN THE MACHINE… STANFORD PRISON EXPERIMENT… BORN TO BE BLUE… LOVE THE COOPERS… THE IMITATION GAME … BLACK OR WHITE … SUPERMENSCH … PARADISE LOST…GLEN CAMPBELL: I’LL BE ME… THE FAULT IN OUR STARS… WILD… ANITA… ONE CHANCE… THE IMMIGRANT… MANDELA: LONG WALK TO FREEDOM… NEBRASKA… AUGUST: OSAGE COUNTY… TWENTY FEET FROM STARDOM… SOUND CITY… SAVING MR. BANKS… PHILOMENA… LABOR DAY… OUT OF THE FURNACE SILVER LININGS PLAYBOOK… QUARTET… SHADOW DANCER… THE SAPPHIRES A LATE QUARTET… ANY DAY NOW… BROOKLYN CASTLE … SOMM … CLOUDBURST UNDEFEATED… BUTTER … THE DESCENDANTS … J. EDGAR… LIKE CRAZY THE KING’S SPEECH … RABBIT HOLE… BLUE VALENTINE… WAITING FOR SUPERMAN THE MOST DANGEROUS MAN IN AMERICA… THE PAT TILLMAN STORY 2 2 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 3 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
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