Special Meeting of the Napa Valley Tourism Improvement District

Home , CFNV, Freddy Rodriguez (actor), Vinessa Shaw

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

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

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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 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 4 NVTID YOUNTVILLE ‐ APPLICATION CHECKLIST

Application Date: October 3, 2017

Name of Organization: Cinema Napa Valley

Amount Requested: $75,000 (towards the 2018 season)

□ 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 5 SECTION A – APPLICANT INFORMATION

Name of Organization: Cinema Napa Valley

Executive Director/President of Organization: Marc Lhormer

Point of contact regarding this application: Ben Mahoney

Address: 1400 Clay Street, Napa, CA 94559

Phone #: 707‐226‐7500

E‐mail: [email protected]

Date organization was established: Summer 2009

Organizational structure (Non‐profit, LLC, etc.)? Non‐Profit 501c3

Organization’s fiscal year? Calendar

Number of staff? 12

Organizational objectives and activities? To enhance Napa Valley’s cultural landscape by producing an annual world‐class film festival and year‐ round education and outreach programs.

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 6

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. RESPONSE: The Napa Valley Film Festival (NVFF) is eagerly anticipating its 7th annual installment, coming up November 8 – 12, 2017. Those of us who’ve been involved from the beginning are also eagerly anticipating a return to one of the fundamental components of our original vision: our hi‐end food/wine/lifestyle experiences centered prominently in the Town of Yountville … to commence with the 2018 season.

Dates for next year are November 7 – 11, 2018. With the active support of the Yountville TID, Town of Yountville and the major lodging properties, NVFF is planning to create a new centerpiece of VIP programming to take place in the middle of the valley‐wide festival. Over the course of 5 days (Wednesday to Sunday), we envision a true confluence of film, food and wine unfolding in the center of the town. Intimate screening rooms at the Community Center and on the Vintage Estates property will be complimented by pavilions for culinary demonstrations, wine‐tasting and education, special lunches and dinners, and later‐into‐ the‐evening socializing. We will actively incorporate Yountville’s outstanding restaurants and chefs into the programming.

This enhanced film/food/wine/lifestyle programming will be marketed primarily through partnerships with the lodging properties who will offer packages at premium pricing that include access to these exclusive experiences. Other festival attendees and Yountville locals will have access to some – but not necessarily all – of the experiences. The top experiences will be reserved exclusively for out‐of‐town visitors booking three or more nights at Yountville’s participating lodging properties. Success will be measured by how much of the available lodging will be taken up by attendees coming specifically for the film festival, and overall attendance at the events taking place in Yountville.

The full details of these new components of NVFF will be solidified during Q1‐Q2 2018. Plans will be developed in partnership with all relevant parties, and will be intended to be long‐term and ongoing in nature. 2018 plans will represent a major new step, but will also be relatively modest, allowing for first year success and plenty of room for enhancement and growth/expansion into the future.

□ Goal of the project – what will it achieve in advancing Yountville’s hospitality and tourism business community? RESPONSE: The film festival has already been a wonderful addition to Napa Valley and to each of the city’s and towns. This new project represents a unique investment by NVFF in programming exclusively available in the Town of Yountville. The combination of arts/culture with food/wine/lifestyle will attract precisely the type of visitors Yountville’s lodging properties and restaurants and other retail establishments are looking for. Plus, the association for Yountville with an event with the quality and ever‐rising national reputation that NVFF is garnering is one that will continue over time to advance Yountvile’s hospitality and tourism mission and objectives. □ Will the economic benefits extend beyond the Town of Yountville? What is the impact on Napa Valley at large vs. the local Yountville community?

8/23/2017 7 RESPONSE: Each year, NVFF provides a $5mm plus economic stimulus spread throughout the Napa Valley. The new project will concentrate hotel stays and local spending on meals and wine and other retail in the town of Yountville. □ How does your project enhance or promote the Yountville “brand”? RESPONSE: This project is a perfect fit for the Yountville “brand”. Yountville is the center of the universe for Michelin‐starred and top quality restaurants and lodging properties, and for a comfortable relaxed walk‐able village experience. With this new programming, NVFF enables top Yountville lodging properties to promote a full film/food/wine/lifestyle experience within the bucolic confines of the Town. All of NVFF’s and its partners’ complimentary promotional efforts will be supporting this branding/positioning. □ What is the methodology used for determining how this project/event/product will result in increased lodging, room‐night bookings? RESPONSE: We will work directly with the major lodging properties to create specific packages for this new hi‐end food/wine/lifestyle experience. Bookings will be directly tracked by the lodging properties and NVFF in a collaborative fashion. □ 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. RESPONSE: Initial conversations with the Town and with the Vintage Estates Group to design the footprint and programming for a new hi‐end food/wine/lifestyle showcase in Yountville – as a featured element of NVFF – have already taken place. Next steps will take place Q1 2018, engaging all lodging properties plus the Town of Yountville and local restaurants and chefs. □ Is this expected to be an on‐going or one time project? Will it build upon existing or previous activities or programs? RESPONSE: Ongoing. We expect to launch with a great plan in 2018 that is not too aggressive and allows plenty of room to fine‐tune, enhance and grow into 2019 and beyond. □ Who is the target audience and what is the expected number of participants/spectators? RESPONSE: Target audience is hi‐end visitors (and some locals) who crave the Yountville experience (quality food/wine and walkability/charm) and can afford multiple night stays in Yountville lodging properties (plus VIP access to the film festival). We are planning to accommodate up to 1000 people each day/night between the screening venues and food/wine/lifestyle pavilions. □ Provide expected number of attendees (local and out‐of‐town guests). RESPONSE: We are planning to accommodate up to 1000 people each day/night between the screening venues and food/wine/lifestyle pavilions. □ 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? RESPONSE: Ben Mahoney, NVFF’s Director of Operations. □ Identify the name and role of any project partners or sponsors. RESPONSE: Major partners are expected to be the following: ‐ Town of Yountville (the Community Center properties) ‐ Vintage Estates Group (grounds / Barrel Room / lodging) ‐ Bardessono and Hotel Yountville ownership group (lodging) ‐ Yountville Chamber of Commerce (promotion/local biz coordination) ‐ Restaurants and Chefs of Yountville (culinary programming integration) ‐ Variety | Food Network | Cooking Channel (media promotion/talent/coverage) ‐ Wine Spectator | Travel + Leisure (media promotion/talent/coverage) ‐ Lexus | Stella Artois | HP (activations/experiences) ‐ Restoration Hardware | Maisonry (activations/experiences) ‐ Major appliance and culinary related brands (activations/experiences) □ Schedule for implementing project, which will vary depending on a product or event. 8/23/2017 8 RESPONSE: Initial conversations to design the footprint and programming for a new hi‐end food/wine/lifestyle showcase in Yountville – as a featured element of NVFF – have already taken place. Full program design will be completed Q1‐Q2 2018. Execution Q3‐Q4 2018. And of course on‐going into 2019 and beyond, each year building on the year before.

SECTION D – FUNDING REQUEST

□ The amount you are requesting from the NVTID – Yountville? RESPONSE: CNV requests $75,000 in financial support. □ What percentage of this project will be funded by this funding request? RESPONSE: We estimate this to be about 25% of the costs for the specific project proposed, and 2.5% of the overall 2018 CNV cash budget. Both of these percentages would be cut in half with in‐kind contributions layered on top of the cash costs. □ What percentage of your organizations budget will go towards this project? RESPONSE: 10%. □ 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. RESPONSE: □ 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? RESPONSE: We do request funding each year from the Destination Council but they invariably turn us down. We will ask for at least $75k towards this exciting new proposal for the Town of 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? RESPONSE: Overall, the festival funding comes from grants, sponsorships, individual patronage, and general public purchases of passes and tickets. For this new project, with estimated costs of $300,000, CNV is seeking appropriate luxury lifestyle brand partners to cover at least half of the cost, plus providing a substantial amount of matching in‐kind contributions. The rest of the funding will come via TID grants and a portion of patronage. □ Timing of funding needed – lump sum or other payment distribution being requested? RESPONSE: $37,500 January 15, 2018 / $37,500 April 15, 2018

Updated as of July 2017

8/23/2017 9 10/04/17 Cinema Napa Valley Profit & Loss Budget Overview January through December 2017 TOTAL Jan - Dec 17

Income 40000 · Income 40100 · Promotional Support 40110 · Cash Sponsorships 40113 · Cash Sponsorship- Wine Brands $ 275,000 40111 · Cash Sponsor- No Commission $ 400,000 40112 · Cash Sponsor- Commission $ 150,000 Total 40110 · Cash Sponsorships $ 825,000 Total 40100 · Promotional Support $ 825,000 40200 · Grants & Donations 40230 · Foundation Grants $ 20,000 40240 · Government Grants $ 60,000 Total 40200 · Grants & Donations $ 80,000 40300 · General Public Sales 40310 · Passes $ 525,000 40320 · Rush Tickets $ 30,000 40330 · Special Event Tickets $ 50,000 40340 · Special Program Tickets $ 30,000 Total 40300 · General Public Sales $ 635,000 40400 · Patronage 40410 · Patron Circle 40411 · Patronage- Renew $ 650,000 40412 · Patronage- New $ 200,000 40413 · Patronage- Re-instate $ 65,000 Total 40410 · Patron Circle $ 915,000 Total 40400 · Patronage $ 915,000 40600 · Film Entry Submission Fees $ 60,000 40700 · Merchandise Sales 40710 · Merchandise $ 5,000 40720 · Wine Sales $ 5,000 Total 40700 · Merchandise Sales $ 10,000 40800 · Group Sales $ 250,000 Total 40000 · Income $ 2,775,000 Total Income $ 2,775,000 Cost of Goods Sold 50000 · Cost of Goods Sold 50100 · Commissions $ 15,000 50200 · Film Submission Costs $ 5,000 50300 · Wine Sales Costs $ 3,000 50400 · Merchandise Costs $ 2,000 Total 50000 · Cost of Goods Sold $ 25,000 Total COGS $ 25,000 Gross Profit $ 2,750,000 Expense 60000 · Expenses 61000 · Executive Director Compensation $ 240,000 10 Page 1 of 5 61100 · Operations 10/04/17 Cinema Napa Valley Profit & Loss Budget Overview January through December 2017 TOTAL Jan - Dec 17 61110 · Base $ 94,000 61120 · Consulting $ 18,000 61210 · T&L $ 3,000 61220 · M&E $ 2,000 61230 · Supplies/Tools $ 500 61240 · Equipment $ 500 61250 · Software/Systems $ 6,000 Total 61100 · Operations $ 124,000 62000 · Programming 62110 · Base $ 84,000 62210 · T&L $ 2,000 62220 · M&E $ 6,500 62230 · Supplies/Tools $ 500 62250 · Software/Systems $ 500 62300 · Programming Tools 62330 · Film Submission Systems $ 2,500 62340 · Film Research Tools $ 500 Total 62300 · Programming Tools $ 3,000 Total 62000 · Programming $ 96,500 63000 · Sponsorships 63110 · Base $ 144,000 63210 · T&L $ 5,000 63220 · M&E $ 3,000 63230 · Supplies/Tools $ 1,000 Total 63000 · Sponsorships $ 153,000 64000 · Patronage 64110 · Base $ 96,000 64210 · T&L $ 3,500 64220 · M&E $ 2,500 64230 · Supplies/Tools $ 5,000 64300 · Cultivation Events $ 20,000 64350 · Auctions/Promotions $ 20,000 Total 64000 · Patronage $ 147,000 65000 · Marketing 65110 · Base $ 132,000 65210 · T&L $ 2,000 65220 · M&E $ 5,000 65230 · Supplies/Tools $ 2,000 65240 · Equipment $ 1,500 65250 · Software/Systems $ 3,000 65300 · Marketing Tools & Programs 65360 · Creative Direction $ 10,000 65310 · Public Relations $ 23,000 65315 · Event Marketing $ 2,000 65320 · Collateral/ Print & Distr $ 10,000 65325 · Program Guide $ 38,000 65330 · Advertising / Placement $ 30,000 11 Page 2 of 5 65335 · PSA/ Trailers $ 6,000 10/04/17 Cinema Napa Valley Profit & Loss Budget Overview January through December 2017 TOTAL Jan - Dec 17 65340 · Graphic Design $ 1,000 65350 · Website $ 20,000 65355 · Mobile App $ 20,000 65370 · Photography & Videography $ 18,000 65375 · Online Campaigns $ 10,000 65378 · Web App Tools $ 3,000 65380 · Social Media $ 5,000 65395 · Memberships / Subscriptions $ 2,000 Total 65300 · Marketing Tools & Programs $ 198,000 65400 · Donations/Giveaways/Trades $ 34,000 65405 · Merch Donations & Shrinkage $ 1,500 Total 65000 · Marketing $ 379,000 66000 · Administration & General Mngt 66110 · Base $ 102,000 66210 · T&L $ 4,000 66220 · M&E $ 3,000 66240 · Equipment $ 7,000 66250 · Software/Systems $ 7,000 66300 · Office & Admin Expenses 66310 · Rent $ 56,500 66315 · Utilities $ 9,000 66320 · Communications $ 12,500 66325 · Office Supplies $ 8,700 66330 · USPS 66331 · Postage $ 1,750 66332 · PO Box $ 150 Total 66330 · USPS $ 1,900 66335 · Repair & Maintenance $ 4,000 66340 · Copying & Printing $ 400 66350 · Non-Profit Fees & Taxes $ 1,000 Total 66300 · Office & Admin Expenses $ 94,000 66400 · Development & Support Services 66410 · Legal Services $ 4,100 66420 · Accounting Services $ 17,500 66440 · Board of Directors & Councils $ 3,000 66450 · Team Development $ 18,000 Total 66400 · Development & Support Services $ 42,600 66500 · Payroll Accounts 66540 · Payroll Taxes $ 68,000 66570 · Workers Comp $ 6,500 66580 · Health Plan $ 50,000 66500 · Payroll Accounts - Other $ - Total 66500 · Payroll Accounts $ 124,500 66600 · Customer Service Expenses 66630 · Merchant Account Trans Comm Fee $ 28,000 66640 · Merchant Account Fee $ 1,000 Total 66600 · Customer Service Expenses $ 29,000 12 Page 3 of 5 66700 · Insurance 10/04/17 Cinema Napa Valley Profit & Loss Budget Overview January through December 2017 TOTAL Jan - Dec 17 66710 · Liability Insurance $ 3,600 66720 · Directors & Officers Insurance $ 3,600 66730 · Renters $ 1,200 Total 66700 · Insurance $ 8,400 Total 66000 · Administration & General Mngt $ 421,500 67000 · Production 67100 · Festival Infrastructure 67110 · Production Management $ 48,500 67115 · Warehouse & Storage $ 42,750 67120 · License & Permits $ 2,750 67130 · Production Vehicles $ 9,000 67135 · Fuel- Production Vehicles $ 2,000 67140 · Care & Feeding $ 6,500 67155 · Barricades, etc $ 2,000 67165 · Internet Connectivity $ 4,000 67170 · Banners & Signage $ 36,000 67175 · Searchlights $ 3,000 67180 · Production Supplies $ 4,500 67185 · Production Equipment $ 5,000 Total 67100 · Festival Infrastructure $ 166,000 67200 · Volunteers 67210 · Volunteer Management $ 50,000 67220 · Volunteer Training $ 2,500 67230 · Volunteer Supplies $ 1,300 67250 · Volunteer Thank You Party $ 2,200 67260 · Meals & Support $ 4,000 67270 · Merchandise $ 5,000 Total 67200 · Volunteers $ 65,000 67300 · Customer Service 67310 · Customer Service Mngt $ 11,500 67330 · On-Site Box Office $ 8,000 67340 · Festival Credentials $ 15,000 Total 67300 · Customer Service $ 34,500 67400 · Guest Hospitality 67410 · Hospitality Management $ 32,000 67440 · Transportation 67453 · Fleet Expenses $ 3,000 67440 · Transportation - Other $ 5,000 Total 67440 · Transportation $ 8,000 67430 · Lodging $ 8,000 67450 · Guest Services 67454 · VIP Gifts $ 7,500 67455 · VIP Check In $ 7,000 67450 · Guest Services - Other $ 2,500 Total 67450 · Guest Services $ 17,000 67460 · VIP Concierge Services 67461 · Patron Circle Concierge $ 13,500 13 Page 4 of 5 67462 · Sponsor Concierge $ 5,000 10/04/17 Cinema Napa Valley Profit & Loss Budget Overview January through December 2017 TOTAL Jan - Dec 17 67464 · Film Industry Concierge $ 9,000 Total 67460 · VIP Concierge Services $ 27,500 Total 67400 · Guest Hospitality $ 92,500 67500 · Exhibition 67510 · Tech Management $ 13,000 67520 · Projection $ 14,500 67530 · Awards $ 21,000 67535 · Juries & Awards Expenses $ 1,000 67540 · Theater Rentals $ 149,000 67550 · Equipment Rentals $ 69,500 67555 · Theater Buildouts $ 27,000 67570 · Film Shipping $ 1,000 Total 67500 · Exhibition $ 296,000 67600 · Food & Beverage 67610 · F & B Management $ 16,000 67620 · Pre-screen Pours $ 10,000 67615 · Decor & Supplies $ 1,500 67625 · Wine Pavilions $ 4,000 Total 67600 · Food & Beverage $ 31,500 67700 · Special Events 67710 · Events Management $ 38,000 67712 · First Look $ 5,000 67730 · Opening Night Reception $ 17,500 67745 · Festival Gala $ 96,000 67755 · Tribute Night Program $ 90,000 67770 · Parties & Receptions $ 22,000 67775 · Saturday Dinners $ 2,000 67790 · Wrap Party $ 8,000 Total 67700 · Special Events $ 278,500 67800 · Sponsor Activation 67810 · Sponsor Activation Mgmt $ 19,500 67830 · Sponsor Buildouts $ 30,000 67850 · Content & Creative $ 3,500 Total 67800 · Sponsor Activation $ 53,000 67900 · Contingency Account $ 50,000 Total 67000 · Production $ 1,067,000 69000 · Education & Outreach Programs 69100 · E & O Program Management $ 48,000 69200 · E & O Program Expenses $ 24,000 Total 69000 · Education & Outreach Programs $ 72,000 Total 60000 · Expenses $ 2,700,000 Total Expense $ 2,700,000 $ 50,000 Net Income $ 50,000

14 Page 5 of 5

September 21, 2017

Yountville 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 to launch 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 first 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. 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

15 NVTID YOUNTVILLE - APPLICATION CHECKLIST

Application Date: 9-28-2017

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 16 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 60,000 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.

8/23/2017 17 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

The current year’s budget is attached.

8/23/2017 18 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 – what will it achieve in advancing Yountville’s hospitality and tourism business community? □ Will the economic benefits extend beyond the Town of Yountville? What is the impact on Napa Valley at large vs. the local Yountville community?.... □ How does your project enhance or promote the Yountville “brand”? Having corporate people here, that demographic, here and having a positive experience for business, they will plan their next leisure stay. This is a demographic with dollars. Our marketing effort will showcase the theater… the hotels, supporting and reinforcing Y brand as destination… extended hotel stays beyond the event itself □ 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? Event planners, silicon valley, (add more). □ 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.

Provide a detailed business plan. Include project description, purpose, location, duration, etc.

PROJECT DESCRIPTION

The Napa Valley Performing Arts Center at Lincoln Theater is launching 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 first 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. 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.

As the largest performing arts venue in the Napa Valley, Lincoln Theater is uniquely positioned to undertake this effort. 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. This can be 8/23/2017 19 especially appealing for planners that want to include high value entertainment in their corporate events.

In Napa Valley, many of the larger hotel chains have most of the requirements needed by a larger- scale corporate event planner, all under one roof, without the beauty, charm and atmosphere of Yountville or Lincoln Theater. By working together, the theater and its Yountville partners can offer an exceptionally attractive and competitive package to corporate event planners.

In the first year, we will also undertake the following tasks:

• Contract with Marketing Consultant to direct the project • Program business plan: goals, marketing strategy, tactics, budget, deliverables • Corporate Event Marketing presentation pitch • Corporate target list (local/regional/national) • Trade show registration and promotional participation • Meeting outreach with support materials/collateral • Digital marketing platform and outreach — online photo brochure/flip book, dedicated webpage, email/CRM campaign, social

PROOF OF CONCEPT

A recent corporate event at the theater showcases the type of client we will pursue. In February of this year, 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 (the original number was 800 but San Francisco airport weather delays prevented many from attending). Hotel revenues in Yountville totaled over $200,000 (552 room nights at $358 per night, based on the average cost of rooms in Yountville) -- however, total revenue was likely higher given the hotels booked were Bardessono, Hotel Yountville, Villagio and North Block. Volvo would have taken even more rooms had they been available, as they booked an additional 1,500 room nights in Napa and St Helena.

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. We do not have confirmed amounts for these additional expenditures. However, 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. Both are conservative estimates given that spending in Yountville would be on the higher end of this average, and in this case, most of this spending took place in Yountville.

Anecdotally, several attendees expressed their intention to return to Yountville for future visits with family and friends. Overall, this experience has proven how valuable these types of rentals can be, not only for the theater, but also for the town of Yountville and its lodging and hospitality sectors. As pointed out by a local hotelier, “There are more VOLVOs out there!”

PURPOSE AND DURATION

This project aims to increase the number of large corporate events at the theater to at least 2 in the first year and at least 4 per year within 3 years. We anticipate this will increase overnight stays by at least 2,800 room nights per year at 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.

8/23/2017 20 Currently, rental income represents about 38% of our annual revenue. Most of these rentals are for local Bay Area businesses, associations and community organizations. Over the last 2 years, we have had 3 major corporate events with average attendance of 750 with an average stay of 2 nights. Most attendees stayed, ate and frequented other businesses in Yountville, and these types of visitors are more likely to return to Yountville for leisure stays, representing a highly desirable demographic for Yountville.

This proposal requests funding for the first year of a 3-year strategic marketing effort beginning in November of 2017. We have already launched the initial planning stage. In consultation with the Luxury Marketing Council, we have narrowed down the target list and started developing the framework. We attended the event planners trade show in Napa to network and promote the theater as a venue. We’ve begun development of marketing support materials, including a digital brochure/flip book. We are in contact with Visit Napa Valley to be a part of their corporate referral program. We are also partnering with CANVAS to generate referrals. Other activities include website updates and e-blast promotional materials to emphasize corporate rentals. We are now ready to begin execution of the full plan.

Project Goal – what will it achieve in advancing Yountville’s hospitality and tourism sector?

The 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 to at least 4 major events per year. To this end, we are requesting funding for the first year of a 3-year strategic marketing project to achieve the following key objectives:

1. Create and market a comprehensive corporate pitch and 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, mid-week corporate events at the theater during the shoulder season to expand theater usage 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?

The range and scope of these events would result in increased overnight stays in Yountville lodging establishments and increased visits to Yountville restaurants and merchants. The benefits will also extend beyond Yountville depending on the size of the events and the lodging available at the time of the event.

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 the same way that a tourist to Yountville can fall in love with the town, more corporate and professional visitors to the theater open a window for broader awareness of Yountville’s overall marketing and outreach efforts in support of the brand. This was the case with Volvo. After attending an event in Yountville, the organizer fell in love with the town and upon discovering the appeal and capacity of nearby Lincoln Theater, he orchestrated his company’s conference here. In turn, many of the attendees anecdotally shared their intention to return to Yountville for vacations. In partnership, the Yountville brand and the theater’s unparalleled amenities are a “sweet spot” in 8/23/2017 21 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?

In determining that this project will have a positive impact on lodging and 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. We will continue to adjust the parameters of this project in the coming year based on continuing evaluation and monitoring of results to ensure that our approach will continue to increase lodging.

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, from hotels such as Bardessono, VIllagio and others. Further, the Lincoln Theater’s website, lobby signage, and season programs acknowledges all partners, especially lodging establishments.

The financial support of The Napa Valley Tourism Improvement District - Yountville is crucial to this project. It provides vital marketing dollars that we can leverage. More importantly, it provides a stamp of approval and validity that can be utilized to attract even stronger partnerships.

Is this expected to be an ongoing or one time project? Will it build upon existing or previous activities or programs?

This proposal outlines a 3-year strategic marketing project that builds on our existing rental programs and outreach. It will also benefit from existing marketing and outreach efforts for our arts and cultural programming that help raise the visibility and appeal of the theater, and Yountville, year round. 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 (MPI) and the San Francisco Travel Association and luxury professional trade shows.

In year one, our goal is to bring at least two events with an average attendance of 700 each. In years two and three we plan on at least 3-4 events per year resulting in over 2100-2800 distinct and unique new non leisure visitors per year with more disposable income to spend on extended and returning leisure visits.

We will build a target list and develop relationships with corporate contacts in the following areas/regions:

Year 1 — Wine Country (Napa/Sonoma/Marin), Sacramento, San Francisco, Silicon Valley, California as a whole.

Years 2 & 3 — Broader West Coast (including Seattle, Portland, etc.), National (including

8/23/2017 22 NY/NJ/CT, Washington DC, TX, etc.)

Provide expected number of attendees (local and out-of-town guests).

In the first 12 months, our goal is to book at least 2 events with an estimated 1400 attendees. In years two and three we plan on 2100-2800 distinct and unique new non-leisure visitors per year with disposable income to spend on follow up leisure visits. 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?

Our current plan is to create, plan and activate a corporate rental venue project utilizing existing in- house staff to maximize spending in the marketplace. We have assembled an experienced team of current staff, including:

Anne Mullaney (Consulting Marketing Director) has worked in corporate marketing with Fortune 500 companies in San Francsico, Chicago and New York, 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 and oversee the theater’s corporate rental venue project.

Christian Parks (Operations Manager) has successfully managed administration for Napa Valley Festival (one of the most successful Classical Music Festivals in the country) as Administrative Director. He also ran commercial and university events for thousands of people through ARAMARK. He has also managed all theater rental programs for the past 4 years. He will coordinate with the corporate clients on all operations related issues.

Patricia Moskowite (General Manager) has 11 years of experience running all aspects of events at the Lincoln Theater. After completing a degree in Finance, Patricia did a significant amount of traveling around the world, including living and working in France and New Zealand. Moskowite joined the Lincoln Theater in 2006, and has worked in all areas of theater management. She will manage the financial oversight for the project.

Heather Seney (Marketing Associate) has worked in performing arts and music venues for nearly 7 years. While she mainly focuses on Lincoln Theater’s marketing efforts, Heather also assists with development and operations. She will implement and oversee the day-to-day implementation of the corporate event details.

In a testament to our team’s dedication and commitment, we provide the following letter that was sent by the Luxury Marketing Council in appreciation of our efforts during their recent corporate event: The Luxury Marketing Council of San Francisco has had the distinct pleasure of hosting its annual wineries event at the Lincoln Theater for the past two years. With 300 + in attendance representing marketing, sales and hospitality management from influential Napa and Sonoma wineries, location choice can never be left to chance.

The Council conducts 40 + events annually, but we can honestly report that the Lincoln Theatre-hosted event is one of our rare favorites. The facility exceeds expectations in every respect --ambiance, parking, exhibit space, lighting and acoustics, as well as A/V capabilities.

8/23/2017 23 The Lincoln Theater staff members are its secret weapon. Their professionalism is unmatched. They know their craft; they understand the demand for responsiveness; they remain calm and personable under stress and duress; and they’re always able to provide rapid responses and solutions to an event planner’s unexpected needs and crises.

The Lincoln Theater and its team are Napa valley’s secret gem. They deserve to be discovered by the corporate world. They carry our highest recommendation.

Alf Nucifora Chairman The Luxury Marketing Council of San Francisco

Identify the name and role of any project partners or sponsors.

We will approach partners in all sectors of Yountvilles’ lodging and hospitality industries, including hotels/restaurants (Bardessono, Hotel Yountville, Villagio,/Vintage Estates, North Block and more); Wineries (Charles Krug, Jessup Cellars); Associations (Visit Napa Valley, Napa Valley Vintners, City of Yountville, Yountville Chamber of Commerce, SF Travel); Transportation (Vine Shuttle, Yountville Trolley, Napa Valley 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. There will be public recognition of the lodging and hospitality resources and opportunities in Yountville that would support corporate events.

For funding at the $30,000 level, the Napa Valley Tourism Improvement District Yountville in particular will also be recognized in all our regular program and institutional marketing, the details of which will be outlined in an agreement with the Yountville TID board. This will include but is not limited too logo placement on all Lincoln Theater programs, the website, e-blasts, rack cards and other outreach efforts in local, regional and national markets.

Schedule for implementing project, which will vary depending on a product or event.

Preliminary 3Q 2017 Project Development — contractor hired; business/marketing plan outlined. 4Q 2017 Program Development -- local/regional outreach, finalize target list, launch marketing presentation pitch and support materials

YEAR 1 1Q 2018 1-1 meetings, secure Contract #1 for midweek corporate rental event 2Q 2018 1-1 meetings, secure Contract #2 for midweek corporate rental event 3Q 2018 Trade shows participation (local/regional), paid advertising 4Q 2018 Contract #3 for midweek corporate rental event

YEAR 2 1Q 2019 Contract #4 and 5 for midweek corporate rental event 2Q 2019 Contract #6 and 7 for midweek corporate rental event 3Q 2019 Trade show participation (national), update marketing materials for Year 2, paid advertising 4Q 2019 Contract #8 for midweek corporate rental event

8/23/2017 24 NVPAC @ LINCOLN THEATER: 2017 WORKING BUDGET TOTAL OPERATING FORECAST - LINCOLN THEATER 2017

REVENUE TOTAL DEVELOPMENT 510,000 CREATIVE PROGRAMMING 370,000 VENUE RENTAL 485,000 CONCESSION & OTHER 63,000 TOTAL REVENUE 1,428,000

EXPENSE DEVELOPMENT EXPENSE 102,000 PRODUCTION EXPENSE 436,500 VENUE RENTAL EXPENSE 121,250 CONCESSION & OTHER EXPENSE 22,050 TOTAL DIRECT PRODUCTION, RENTAL, DEVELOPMENT & OTHER 681,800

SG&A EXPENSE TOTAL PAYROLL & RELATED 481,273 TOTAL UTILITIES & MAINTENANCE 83,510 TOTAL ADVERTISING & PROMOTION 53,945 TOTAL AUDIT, LEGAL & CORPORATE FILINGS 23,400 TOTAL INSURANCE 14,873 TOTAL SG&A - OTHER 49,760

TOTAL SG&A EXPENSE 706,761

TOTAL EXPENSE 1,388,561

OP PROFIT / (OP LOSS) - UNRESTRICTED CASH BASIS 39,439

25 Lincoln Theater Corporate Venue Rental Marketing Project Budget - Year One

November 2017 - October 2018

Expenses Consulting Marketing Director $ 5,000

Creative Development $ 5,500

Creative Production and Printing 4,000$

Marketing and Advertising Print 10,000$ Digital/Social Media 3,500$ Professional Development/Association/Trade Show Fees 2,000$

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.

Institutional and Programming Marketing Budget 93,945$ Percentage of organization budget: 7%

Combined Total Marketing 123,945$ Percentage of total organization budget: 9%

2018 Request to County-wide NVTID for Institutional and Program Marketing 30,000$

26 NVTID YOUNTVILLE - APPLICATION CHECKLIST

Application Date: September 28, 2017

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.

8/23/2017 27 September 28, 2017 Steven Rogers, Town Manager Town of Yountville 6550 Yount Street Yountville, CA 94599 Ref 2017/18 TID Application Dear Steve, Please find attached our TID Application for 2017/18. As you are aware, over the past two years the Town has not contributed its share of TID funds as set out in the Visit Napa Valley 10-year pledge to the Vine Trail. 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 $284,475. The other TIDs and hotels within each TID area have contributed significantly more in terms of funding per hotel room for the connection between Napa and Yountville, and we hope that Yountville will recognize that these other TIDS have been contributing but not getting the benefits that Yountville has. We hope that the Yountville TID will recognize this inequity and re-engage in its support of the Vine Trail. I have also met with some of the owners of hotels in Yountville regarding the Vine Trail’s “Stay for the Trail” program as another way that they can contribute to this effort. In addition to considering this year’s request, we respectfully request that the Yountville TID allocate $10,000/year for the remaining 5 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. Regards,

Philip Sales Executive Director

CC: Chuck McMinn, President

28 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?

th The Vine Trail Coalition is in its 9 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

8/23/2017 29

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

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 TOTAL REVENUE $ 1,503,550.59

8/23/2017 30

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 Construction Planning Napa to Am Canyon 53102 $ 10,000.00 Construction Planning Yountville to St Helena 53104 $ 20,000.00

8/23/2017 31

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)

✓ Provide financial information necessary for consideration of this application

None.

8/23/2017 32

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 that can be downloaded from the Vine Trail website 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. To date, all the other TIDs and many hotels have made annual contributions to the Vine Trail although, unlike the Town of Yountville, many of them have not yet directly benefitted from the Vine Trail. Yountville’s contribution to the VNV TID and hotel pledge to date represents 3.2% of the $904,018 in TID and hotel funding collected and pledged to date. It is hoped after a two- year absence that the Yountville TID—as a direct beneficiary of the recently completed 12.5-mile Vine Trail between Napa and Yountville—will re-engage in supporting the completion of the Vine Trail. Table 1. TID Contributions to Vine Trail

Hotel Contrib. 2017/18 Rooms per Hotel TID Contributions 2013/14 2014/15 2015/16 2016/17 Projected Totals (2016) Room Unincorporated TID $40,000 $43,000 $43,500 $43,500 $46,258 $216,258 Hotel Contributions $284,898 875 Total Unincorporated $501,156 $572.75 American Canyon TID $0 $5,205 $5,980 $6,465 $6,000 $23,650 Hotel Contributions $29,791 313 Total City of Am Can $53,441 $170.74 City of Napa TID* $58,172 $63,879 $71,975 $55,974 $0 $250,000 Hotel Contributions $0 2440 Total City of Napa $250,000 $102.46 St Helena TID $1,105 $1,652 $2,168 $3,588 $3,000 $11,514 Hotel Contributions $5,994 202 Total City of St Helena $17,508 $86.67 Calistoga TID $0 $0 $8,000 $8,000 $8,000 $24,000 Hotel Contributions $28,800 735 Total City of Calistoga $52,800 $71.84 Yountville TID $10,000 $10,000 $5,000 $0 $25,000 Hotel Contributions $4,113 444 Total Yountville $29,113 $65.57 *City of Napa TID fulfilled its $250k pledge in FY 2016/17 ** Room totals 2016

8/23/2017 33 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 2017/18: Requested Budget % of budget • Preliminary Planning for Vine Trail $5,000 $20,000 25% Yountville to St Helena section • Maintenance of Vine Trail in Yountville $3,000 $11,788 25.4% • Programs and marketing $2,000 $65,107 3.1%

✓ Goal of the project – what will it achieve in advancing Yountville’s hospitality and tourism business community?

The Vine Trail means Tourism The Vine Trail was officially opened in October 21, 2016. In 2017, automatic bicycle and pedestrian counters were installed at three permanent locations on the Vine Trail, one of them just inside the Town limits. The information is collected daily and a summary of trail use collected at the counter measuring traffic from Napa is attached. Many of the Trail users are tourists who are either staying in Yountville or in Napa. The trail offers visitors a safe and unique way to see Napa Valley. Bike Tour companies such as Napa Valley Bike Tours have seen an increase in visitors renting bicycles since the Vine Trail opened. Between April and September, 90% of their over 2,000 rental clients at their Napa store, located on the Vine Trail, cycled to Yountville for winetasting or lunch. Below is a summary of the Vine Trail usage in Yountville for the five months April 18 thru September 25, 2017, showing the numbers of pedestrians and cyclists who used the Vine Trail was almost 60,000. Pedestrians using the trail averaged 49/day and cyclists averaged 319/day. However, on weekends when there are more tourists, these numbers exceed 200 and 600, respectively.

8/23/2017 34 Table 2: Summary of Trail Use County April 18 through September 25, 2017

Total Traffic Busiest Distribution for the Daily Busiest Day Month of Analyzed Average of the Week the Year Period IN OUT

July 17: 7,862 49 Saturday 47 53 Pedestrians 2,423

July 17: Cyclists 51,370 319 Sunday 43 57 11,354

Below is a chart showing an estimate that was put together in 2014 of likely number of users. Based on the four months of data collected to date, the Vine Trail will meet the 2014 projection of 138,000 users/year. 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.

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.

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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 2016/17. Using these maps, the Vine Trail has identified 16 other private property owners to obtain easements from. The Vine Trail has budgeted $20,000 in FY 2017/18 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.

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 Maintenance $ 20,433 Yountville Mural project $ 15,000 Total $284,475

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✓ 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. It is planned to have programs on the Yountville section of the Vine Trail in 2018.

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.

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”.

8/23/2017 37

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. In 2017/18, it is estimated that the contribution will be $11,788. 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.

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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.

8/23/2017 39

✓ Who is the target audience and what is the expected number of participants/ spectators?

The target audience is visitors to Yountville, 60,000 in a five-month period to date.

✓ 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.

8/23/2017 40 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?

4.69%

✓ 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 $20,000 25% Yountville to St Helena section • Maintenance of Vine Trail in Yountville $3,000 $11,788 25.4% • Programs and marketing $2,000 $65,107 3.1% ✓ 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.

8/23/2017 41

✓ 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 800 individual donors to the Vine Trail that have contributed $3.2 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.

8/23/2017 42 Attachment #1

September 29, 2017

2017-2018 Trustees Napa Valley Tourism Improvement District – Yountville c/o Julie Baldia, Management Analyst Ronda Schaer President Town of Yountville Via email to: [email protected] Susan Wilkinson Vice-President Dear Julie

Joe Calise Treasurer Attached please find our grant application submitted on behalf of the Napa Valley Museum Yountville. Napa Valley Museum Yountville seeks $20,000 Regina Coppola in grant funding from the NVTID-Yountville to be used in connection with Secretary its multi-faceted rebranding of the Museum, concentrating on marketing Radah Butler efforts relating to the upcoming exhibit France is a Feast: the Photographic John Burton Journey of Paul & Julia Child, which is being developed by the Museum for Janet Gentile Herrero exhibition from November 11, 2017 through February 18, 2018. Raymond Schmitter Kasandra Weinerth This World Premiere Exhibit, inspired by the new book by Alex Emeritus Trustees Prud’homme and Katie Pratt, showcases rarely seen black and white photographs taken by Paul Child in France between 1948 and 1954, and Bart Araujo Thomas Bartlett includes personal objects and intimate pictures of Paul's wife, Julia Child, Ronald Birtcher long before she became a celebrity cookbook author and “The French Chef” Les Breckenridge on television. Gordon Huether John Livingston Bruce Miroglio This exhibit evidences a major shift in focus for the Museum, which we John Nyquist believe better positions us for sustained financial and artistic success, and Donna Shannon which increases our ability to enhance Yountville’s reputation as a major W. Scott Snowden cultural destination, and which is intended to drive upscale overnight hotel Leighton Taylor guests, and restaurant and winery visitors, to Yountville, with an emphasis Trustees in on midweek stays during Cabernet Season. Memoriam This application is submitted with the authorization of the Board of Marilouise Kornell Margrit Mondavi Trustees. Please let me know if we can provide further information.

Executive Director Many thanks

Laura Rafaty

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.napavalleymuseum.org | Fax 707.945.0500 - 501(c)(3) | www.NapaValleyMuseum.org Tax ID # 23-7140629 44

letterhead template.indd 1 6/12/15 2:24 PM NVTID YOUNTVILLE - APPLICATION CHECKLIST

Application Date: September 29, 2017

Name of Organization: Napa Valley Museum Yountville

Amount Requested: $20,000

□ 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.

9/29/2017 Napa Valley Museum Yountville 1

45 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 x 110

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 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.

Introduction

Napa Valley Museum Yountville seeks $20,000 in grant funding from the NVTID-Yountville to be used in connection with its multi-faceted rebranding of the Museum, concentrating on marketing efforts relating to the upcoming exhibit France is a Feast: the Photographic Journey of Paul & Julia

9/29/2017 Napa Valley Museum Yountville 2

46 Child, which is being developed by the Museum for exhibition from November 11, 2017 through February 18, 2018. This World Premiere Exhibit, inspired by the new book by Alex Prud’homme and Katie Pratt, showcases rarely seen black and white photographs taken by Paul Child in France between 1948 and 1954, and includes personal objects and intimate pictures of Paul's wife, Julia Child, long before she became a celebrity cookbook author and “The French Chef” on television.

This exhibit evidences a major shift in focus for the Museum, which we believe better positions us for sustained financial and artistic success, increases our ability to enhance Yountville’s reputation as a major cultural destination, and which is intended to drive upscale overnight hotel guests, and restaurant and winery visitors, to Yountville midweek during the Cabernet Season.

Major Rebranding

The Napa Valley Museum Yountville is undertaking a major rebranding effort and revision to its strategic plan, including the following actions:

• Rebranding to add “Yountville” to our name: Our research has clearly indicated that our location at the Veterans Home created a lack of visibility, with many would-be visitors assuming we are located in Napa. Rebranding as Napa Valley Museum Yountville not only establishes our sense of place, but also puts our Museum in the context of the other world-class cultural, food, wine and hospitality offerings to be found in our Town. • Shifting our strategy toward the development of a revenue-based business model: The Museum will be generating increased funds through art sales, licensing of traveling exhibitions and exhibit-branded posters and merchandise, audio tour rental fees, increased event rentals, and overhauling our gift shop (which traditionally accounts for 30% of a museum’s revenue) to emphasize “Napa Valley Museum Yountville”- branded merchandise, along with high quality framed prints, posters and original artwork, and exhibit-related books and merchandise. • Dramatically improving the quality of our exhibits, ensuring that visitors enjoy a world- class experience, adding to Yountville hotel guest enjoyment, and further burnishing Yountville’s brand and reputation for quality. It is our goal to make the Museum a major attraction, and one that provides a compelling reason for visitors to visit and stay in Yountville. • Continuing our recent success with earned media and enhanced marketing efforts to target visitors and groups from outside the region and state. Our media profile is on the rise, as San Francisco media outlets give us increased coverage. Our upcoming exhibit will put us on the national, and international, museum map. We are also increasing institutional marketing to create better brand awareness of the Napa Valley Museum Yountville. • Increasing our events rental business to attract groups and companies: We have changed our policies and redesigned our gallery layouts to not only accommodate but encourage individuals and companies to hold events – that include food and wine – inside the galleries, as well as on our outdoor patio. For example, Silver Trident Tasting Room of Yountville will hold its wine club party at the Museum in October. We will be aggressively marketing these changes to drive increased group and corporate events businesses, which will help drive midweek overnight stays, including during the Cabernet season. • Adding an audio tour component, for both English and non-English speaking visitors. This major upgrade to our Museum will make all of our exhibits more interactive, educational and engaging, while also making them more accessible to foreign visitors, with an emphasis on Chinese (Mandarin) and Spanish speakers. We are working with one of 9/29/2017 Napa Valley Museum Yountville 3

47 the most respected audio tour producers in the world to produce audio tours for our major exhibits, and to eventually add audio tours to our downstairs history gallery. Visitors are keenly interested in the history of our region, but our history exhibit can only feature a few of the 15,000 items in our permanent collection. Audio tours will allow us to tell more of the Napa Valley story through these items, further enhancing the Yountville hotel guest visitor experience. It will also provide an opportunity to promote audio tour sponsors and their businesses, both as part of the audio presentation, and in the accompanying written material. Plans are underway to expand the history gallery to showcase the history of the wine industry and the Yountville Veterans Home. • Launching a traveling exhibition service, which allows us to incubate new exhibits at the Museum, then tour them to large and small museums and educational institutions across the country and beyond. All traveling exhibits will feature the brand “Napa Valley Museum Yountville,” further enhancing the value and recognition of the brand name, with the goal of establishing a national reputation for creating world-class touring exhibitions, as well as generating revenue to further enhance the quality and reach of our exhibits. • Launching a box office function, allowing visitors to purchase advance admission which can then be packaged with hotel, winery and restaurants. These packages, along with other content partnerships described below, are intended to encourage overnight stays particularly during the Cabernet season and mid-week, by providing an enticing available add-on when visitors make their plans to enjoy wine tasting, dining and hotel offerings. Visit Napa Valley reports that 9.2% of all visitors are interested in art galleries or art walks, ahead of bars/nightlife, guided tours, parks, festivals/special events and biking, and 3 times as many as plan to attend the performing arts. As we increase the reach of our marketing to a national audience, and beyond, it is important that they be able to immediately purchase a ticket and make travel plans to visit and stay in Yountville. A box office function makes this possible, and we are currently in a pilot project offering advance purchase tickets to our upcoming exhibition. • Generating revenue through art sales, primarily in the downstairs spotlight gallery, where artists share up to 50% of revenue with the Museum. We successfully generated significant sales during our initial Spotlight Exhibition, and we will be launching evening “Museum Underground” parties, with wine and music along with showings of the Bay Area’s best emerging and established artists, which will be of interest to hotel guests. • Added needed expertise to our staff, by hiring a new Executive Director and replacing 5 out of the 7 positions at the Museum. • Creating Strategic Partnerships with festivals like Brian Culbertson Jazz Getaway (we are an Access Pass partner), the Napa Valley Film Festival (we are hosting their Tributes Night reception for VIP Patrons), with the neighboring Lincoln Theater, and the Veterans Home, on major, multi-day events. We are a Blue Star Museum welcoming visiting active duty military and military families free of charge from around the country. • More closely aligning cultural attractions with the culinary, hospitality and other offerings in Yountville. The Museum has proposed creation of a Yountville Cultural Arts District to allow for more efficient partnering among Yountville’s arts and business communities, to create shared marketing opportunities, and to help establish Yountville as a major destination for cultural tourism. Potential partners gathered in September to discuss the proposal, and a committee will meet in October to further explore the possibilities.

Recent Success: Summer and Fall 2017

The Museum launched its new direction on May 12, 2017 with a sold-out speaking event featuring the “First Mom in Space” Anna Lee Fisher, a NASA astronaut, interviewed by her daughter Kristin,

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48 an Emmy-winning Fox Newscaster; a downstairs exhibit and art sale with two of Napa Valley’s most beloved artists; and Paul Dresher’s Sound Maze, a unique interactive exhibition by one of the Bay Areas most acclaimed and popular composers and inventors, which was reimagined by the Museum as a fully developed and participatory museum exhibit. The “Sound Maze” set attendance records, inspired many repeat and group visitors, and gained major press coverage, including a featured segment broadcast on KQED FM’s “The California Report,” as well as inclusion in major art listings and in Leah Garchick’s SF Chronicle column. A largely earned media marketing effort resulted in much larger-than-average admissions, and a doubling of membership revenue as many longtime Museum members and Patrons re-engaged with the Museum.

The Museum is currently presenting a prestigious exhibition about the Braceros worker program, from the National Museum of American History at the Smithsonian Institution. The exhibit has received press coverage in the SF Chronicle Pink Section and inclusion on KQED’s popular “The Do List,” as well as broad promotion by the Smithsonian itself. Our companion exhibit, focused on Napa Valley farmworkers, has received strong regional press support, and in our main gallery we are presenting the West Coast premiere of Don Coen’s “Migrant Series,” an exhibit that was featured on NBC’s “Today Show,” and in major museums in Denver, Arizona and Texas, further establishing our reputation as a destination for world-class art and history exhibits. Attendance has been very strong at these exhibits, which continue into late October and early November.

Current Proposal: France is A Feast: the Photographic Journey of Paul and Julia Child

The extent of the Napa Valley Museum Yountville’s change in direction is embodied by our upcoming France is a Feast exhibit. Much of our new strategy will be implemented or more fully developed in the course of this exhibit, which runs from November 11 through February 18, 2018.

About the Exhibit

The exhibit will feature notable and rarely seen photographs by Paul Child from the years 1948 to 1954, the period of time during which he and Julia Child lived in Paris. The images include not only those of his, as yet, unknown wife but architecture, street scenes, river scenes, fishermen, cats and much more that explore the effects of light and shadow, modernism and abstraction. Among the collection will be the images selected by Edward Steichen for the permanent collection of New York’s Museum of Modern Art.

Through his work as a cultural attaché at the US embassy in Paris and later at the US Consulate in Marseille, Paul, a disciplined and ambitious artist, met and was influenced by many of the leading photographers of the day including Edward Weston, Ansel Adams, Man Ray, Dorothea Lange, Walker Evans, Robert Doisneau and Brassai. Pierre Gassman, the master printer who founded Pictorial Service, developed Child’s images and through him he met and was influenced by Henri Cartier-Bresson and Robert Capa.

In addition to many of the images that that would later help define Julia Child in the public mind and prove integral to her success, the exhibit will feature examples and images of the notebooks, logs and letters meticulously maintained by Paul that provide a vivid record of his daily life in France, his love of Julia and the evolution of his artistic sensibility. Paul’s camera and maps, the tools of Paul’s art, other forms of his artwork, including drawings, paintings, stained glass, and personal Valentines will bring this unique period of life and time to the 21st century.

Popular TV chef and author Julia Child was born on August 15, 1912, in Pasadena, California. In 1948, she moved to France where she developed a penchant for French cuisine. With a goal of

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49 adapting sophisticated French cuisine for mainstream Americans, she collaborated on a two- volume cookbook called Mastering the Art of French Cooking, which was considered groundbreaking, and has since become a standard guide for the culinary community. She also became a television icon with her popular cooking shows such as The French Chef, is widely included among the most admired American women in history, and was named by Time Magazine as one of the 25 most powerful women of the 20th Century. Her marriage to Paul was famously portrayed in the film “Julie & Julia” starring Meryl Streep and Stanley Tucci, bringing them to the attention of a new generation of fans around the world.

Marketing and Impact of the Exhibit

This world-premiere exhibit has a reach and broad appeal that is sure to draw upscale tourists from outside the valley. There are three main tourism groups we currently targeting: Overnight semi- local visitors, weekenders, and longer-stay vacationers.

1. The overnight semi-local tourists come primarily from surrounding counties, and visit to enjoy the wine and food offerings in the valley. They will be interested in Julia Child, France and culinary pursuits. These semi-locals are often mid-week visitors and Sunday visitors to the Museum. 2. Weekend visitors typically drive up after work on Thursday or Friday and remain in the valley until Sunday. Our weekend visitors usually live within a 3-hour drive of Napa Valley. We expect that they too will be interested in Julia Child, France and culinary pursuits. 3. Long-term visitors come from further away and have a greater desire for experiences that will enhance their world class food and wine experiences. This exhibit is expected to draw such visitors, who will be interested in the subject matter, as well as in the appeal of experiencing the world premiere of this exhibit, and the exclusivity of its offering in Yountville.

In addition, we will specifically target potential visitors who are interested in: culinary pursuits, public television, travel to France, art and photography. The exhibit will primarily be marketed through earned media, with some digital marketing pushed out across Northern California and to targeted audiences across the US. The Museum has engaged the top PR firm of Fuller & Sander to promote this exhibit, and to target national audiences, including those who read culinary and travel publications. Tom and Monty are starting to get us coverage in luxury publications, for example: http://www.luxurytraveladvisor.com/destinations/france-a-feast-to-open-at-napa- valley-museum, and interest from major national publications like the Associated Press.

This exhibition is timed to coincide with the launch of the book France is A Feast: the Photographic Journey of Paul and Julia Child, which is being published by Thames & Hudson, a major New York publishing house, and distributed by WW Norton. It is being heavily promoted by the publishers with a national campaign, in partnership with Knopf, which is publishing the re-release of “The French Chef in America,” also by Alex Prud’homme. These efforts by the publishers include a mention of the exhibition and the Napa Valley Museum Yountville, both in their national press release, and at regional events – such as an upcoming book signing scheduled in Marin – where the museum exhibit in Yountville has been prominently advertised. We believe these efforts will drive tourists to the exhibit and to Yountville hotels when supported by dining and hotel packages.

The “France is a Feast “exhibit is also timed to coincide with Cabernet Season, to help attract visitors and maintain a robust local economy in the off season. It will run through the holiday, attracting corporate holiday parties, and through Valentine’s Day, attracting couples. The museum

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50 sees relatively high attendance on weekdays and Sundays, although Saturday remains its most popular day.

Outside of the Cabernet Season, the Museum will continue efforts to enhance Yountville’s status as a destination for cultural tourism, which in turn will directly benefit the hotels in Yountville. The initiatives and activities outlined here will be continued for future exhibits, which will include a Lowell Herrero “Influences” retrospective, featuring works by artists including Picasso, “California Dreamin’” showcasing Matt Rogers and Melissa Chandon’s paintings of California beach scenes and palm trees, paired with several rare Woody automobiles, an exhibit celebrating the history of Filmmaking and Film Makers in the Napa Valley, and a touring exhibition from the American Museum of Natural History in New York City.

Implementing Our New Branding and Strategy Through This Exhibit

“France is a Feast” was specifically selected to roll out our new branding and strategy:

• Rebranding to add “Yountville” to our name: The “France is a Feast” national public relations campaign will provide a high-profile opportunity to roll out our new brand name: “Napa Valley Museum Yountville” to the large audience that is interested in the culinary achievements of Julia Child, excited by the allure of travel to France, as well as those interested in art and photography. The exhibit has already attracted the interest of major media, including the Associated Press and is expected to be included with coverage of the book launch in major publications, including Travel & Leisure. This will enhance the reputation of Yountville as a destination for cultural tourism. • Shifting our strategy toward the development of a revenue-based business model: - This exhibit is particularly well-suited to our revenue generation model, as we have negotiated the rights to sell limited edition prints, posters and postcards of Julia and Paul Child from the Schlesinger Library and the Julia Child Foundation – which will be exclusively available in Yountville. - We will receive a percentage of “France is a Feast” book sales made in the museum, including at well-publicized book signings supported by the publisher and the authors. We are producing exhibition-themed merchandise for sale during the exhibit, bearing the logo of the exhibit title plus Napa Valley Museum Yountville. - We expect strong interest in visitor purchases of the $5 audio tour, which includes exclusive interviews with celebrity chefs, friends of the Child family and the voice of Julia herself. - Museum admission revenues are predicted to be higher than normal due to the broad appeal of the exhibit, and its close connection to the culinary interests of locals and regional visitors. - The exhibit is well suited to private and corporate event rentals and to Museum special events, to be held in partnership with local businesses, generating revenue for all parties; all driving overnight stays during its November to February run. - The “Art of Chocolate” event will produce shared revenues from the sale of chocolate, and provides a Friday night event of interest to hotel guests. And the traveling exhibition is expected to generate substantial touring fees and royalties while promoting the Yountville brand across the country, and beyond. • Dramatically improving the quality and marketing appeal of our exhibits. We are confident that Yountville hotel guests will find this exhibit to be high quality and appealing, and that its press coverage in the initial run and during its traveling exhibit, will enhance

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51 the Yountville brand for quality, and the Town’s reputation as a cultural tourism destination. • Continuing our recent success with earned media and enhanced marketing efforts. In addition to the more national and internationally aimed marketing by our retained PR firm and audio tour consultants, our own in-house marketing efforts will continue as well, and are expected to generate strong interest from major media outlets like the SF Chronicle and KQED, as well as local newspapers across California. As Julia Child came from Southern California, we will be promoting the exhibit to local media there, and on the East Coast, where she lived, worked, and developed a long friendship with curator Katie Pratt. And because of Julia’s enduring appeal for public television audiences, we will target marketing to KQED’s audience through social media, and earned media pitches to KQED and other public television and radio stations. • Increasing our events rental business to attract groups and companies: The exhibition has been designed to accommodate private events with food and wine, where individuals and companies can hold meetings and events surrounded by Julia and Paul Child in Paris. The timing during the Cabernet – and holiday – seasons should make it popular for holiday parties. Our museum includes a full kitchen and ample parking, making it an attractive venue for events. These events will help drive overnight stays, including during midweek. • Adding an audio tour component, for both English and non-English speaking visitors – see below. • Launching a traveling exhibition service – see below. • Launching a box office function, allowing visitors to purchase advance admission which can also be packaged with hotel, winery and restaurants. We have implemented a pilot program for a museum box office, using the Lincoln Theater’s box office function – one of many areas of cooperation between our two organizations. This will enable us to create Julia Child-themed hotel, winery and restaurant packages. These packages, along with other promotional and event partnerships described here, are intended to encourage overnight stays particularly during the Cabernet season and mid-week, by providing an enticing culinary-themed museum addition to the Town’s wine tasting and dining offerings. Links to local hotels will be added to our dedicated Julia Child site: www.napavalleymuseum.org/julia encouraging Julia’s fans to come and stay in Yountville. • Generating revenue through art sales: As mentioned above, we have been fortunate to acquire the rights to sell limited edition prints, posters and postcards of Julia and Paul Child from the Schlesinger Library and the Julia Child Foundation. This arrangement is expected to continue to a limited extent during tours of the exhibition, and all of these prints will reference the world premiere exhibition at the Napa Valley Museum Yountville, supporting the Yountville brand. • Added needed expertise to our staff, by hiring a new Executive Director and replacing 5 out of the 7 positions at the Museum. See list of key staff below. • Creating Strategic Partnerships: We are planning numerous partner opportunities, for local hotels and other businesses, for example: - Paul & Julia shared a few favorite cocktails for which we have Paul’s handwritten recipes – we would propose that hotel and restaurant bars add these to their menus during the exhibit’s run, and give away promotional postcards with the recipe (approved by the Julia Child Foundation). - A number of local restaurants, including Hurleys and Mustards, have expressed interest in hosting Julia Child-themed dinners, or adding Julia’s dishes to their menus during the exhibit, making our Julia Child exhibit a Yountville-wide event.

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52 -We are planning several Friday night events at the Museum, which would be catered by local businesses (we’d like hotel catering as well as restaurants) as Yountville cooks-its- way-though the hors d’oeuvre recipes from Julia’s “Mastering the Art of French Cooking” - An Art of Chocolate Event will include a reception on February 10, showcasing local chocolatiers and wineries in the Julia Child exhibit, which will appeal to hotel guests. - As noted above, we are hosting the Napa Valley Film Festival Celebrity Tributes Night reception with a preview of the exhibit on November 9. - We will partner with the Lincoln Theater to show the film “Julie and Julia” at the theater, packaged with a ticket to the Museum’s “France is a Feast” exhibit - We are also working with local wineries and restaurants for in-kind sponsorships (Bouchon is providing baguettes and macarons for our Napa Valley Film Festival preview reception), which we will promote through social media, on site signage and other channels. - Because the exhibit runs through Valentine’s Day, we believe this creates many opportunities for partnership with hotels and restaurants, where guests can reserve a room, book a romantic dinner and see the exhibit. Note: Paul & Julia Child were well known for their Valentine’s Day cards – see attached. • More closely aligning the cultural with the culinary, hospitality and other offerings in Yountville. This exhibit, which showcases the life of Julia Child in France, is aligned perfectly with the interests of those who would visit Yountville’s extraordinary restaurants, wineries and hotels. We believe interest in the world premiere of this exhibit to be sufficiently strong that people will travel to Yountville to see it, driving overnight stays in the Cabernet season, including mid-week, when hotel rooms may be more available, and for which we will focus hotel, winery and restaurant packages.

The Audio Tour

The Napa Valley Museum Yountville does not currently provide audio tours for its visitors. Audio tours are an important component of a museum visitor’s experience, and also provide opportunities to promote exhibit sponsors. At museums in general, domestic and international tourists (as opposed to locals) comprise 80% of audio tour users, of which 40% are non-English speakers. Most non-English audio tour users speak Chinese, followed by Spanish and French. Non-English speakers’ expressed levels of satisfaction, and interest in returning, are dramatically improved by providing an audio tour. And English speakers also report a much higher level of satisfaction after hearing an audio tour, including both older visitors and millennials.

According to Visit Napa Valley and the results of the 2016 Economic Impact and Visitor Profile study, 20.5% of Napa Valley visitors came from international destinations, of which China made of the largest percentage at 5.3%. Museum visitors in general tend to be older, more affluent and with a higher level of education, which is a demographic well aligned with Yountville hotel visitors – and with the subject and themes of the “France is a Feast” exhibit.

As of September 15, 2016, 53% of the Museum’s visitors were local (Napa County and Bay Area) and 47% were tourists. We have recently noticed an increase in the number of visitors from the South Bay, and in the number of foreign visitors from China and India. Almost all of our recent Chinese visitors included someone in their party who did not speak English. While the vast majority of our visitors from India do speak English, they often report visiting the area while working, or visiting a relative who works, in Silicon Valley, and they frequently tell us they are spending the night at a hotel.

We have engaged Cristina Woolrich of Artcast (portfolio attached), one of the most respected audio tour producers in the world, to produce audio tours for “France is a Feast,” and to help us attract

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53 sponsors to eventually add audio tours to our downstairs history gallery. The company will also help us market to the substantial international audience, particularly from China, who would be interested in the tour, and to translate it into Mandarin (and potentially into Spanish as well).

We will schedule audio tour previews for Yountville hotel concierges, both the day and night crews, so that they are familiar with our audio offerings in general, and with those for foreign visitors in particular.

France is a Feast on Tour

All traveling exhibitions will include prominent credit for the Napa Valley Museum Yountville. We are in discussions with major museums about touring “France is a Feast” and two other exhibitions, including early discussions with the Smithsonian Institution, and with museums in Southern California and on the East Coast. We are working with Artcast, the audio tour producers, on a consulting basis to develop booking opportunities, business plans and sponsorship materials for the traveling exhibitions.

• 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 world-premiere museum exhibition of the highest quality, based on Julia Child, who is a popular figure of global interest, and of particular appeal to those interested in culinary pursuits, those interested in travel to France, and fans of public television. Through partnership opportunities and packages with Yountville hotels, restaurants, wineries and other businesses on the Julia Child theme, we believe we can attract affluent, educated, culinary-minded visitors midweek, during the exhibition’s Cabernet Season run. Links on our website to the box office will include the ability to visit Yountville hotel websites. The gallery’s configuration will attract private and corporate events, and the resulting overnight stays, to Yountville. The exhibit’s audio tour component will allow us to reach and attract international tourists, focusing on China. And the traveling exhibition will allow the Yountville brand to establish a national, and potentially worldwide, reputation as a source of world-class museum exhibits, and a destination for cultural tourism.

• 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 Julia Child and based on the volume of potential interested visitors, and limited Yountville hotel availability, we do expect the benefits to extend beyond Yountville. 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.

• How does your project enhance or promote the Yountville “brand”?

As the Napa Valley Museum Yountville’s reputation grows, so will its ability to enhance to brand. The quality of exhibits we are now developing and presenting will be commensurate with the quality of Yountville’s other exceptional offerings, and will appeal to a similar discriminating, educated and affluent visitor. The audio tour will mention Yountville, and the traveling exhibition will carry the Napa Valley Museum Yountville brand. 9/29/2017 Napa Valley Museum Yountville 10

54 • What is the methodology used for determining how this project/event/product will result in increased lodging, room-night bookings?

Our current metrics do not specifically capture hotel stays in Yountville, and we propose to address this by (a) adding an incentive for visitors to answer a three question survey about their visit, including where and how long they are staying and (b) creating more hotel packages with Yountville hotels, enabling us to track the results, and (c) adding a question about Yountville hotels and restaurants to the form our volunteer greeters fill out for each Museum visitor. By adding this ability to track and monitor visitor numbers and overnight guests, we will be able to better gauge the impact of TID funding of the Museum on Yountville’s local economy.

• 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.

This effort has awaited launch of the pilot project whereby we can offer advance sales of museum admission, the lack of which has been a hurdle to development of hotel packages. And while Yountville lodging establishments are a major component of our plan, we are only now launching outreach efforts and developing plans to engage hotel concierges. We seek a more efficient way to distribute rack cards and information about our exhibits, and to make concierges aware of what is happening at the museum. But we have existing relationships with Yountville restaurants and wineries, and are developing more. We believe that we can demonstrate our ability to deliver results to our lodging partners, if we can partner to offer packages in connection with the “France is a Feast” and future exhibits.

For its support at the $20,000 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. For support of the audio tour, it will receive mention on the recording and placement on the accompanying print material.

• 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?

Please see the description above on page 6, under “Marketing and Impact of the Exhibit”

• Provide expected number of attendees (local and out-of-town guests).

Based on prior exhibits, we estimate 10,000 attendees at the initial exhibit, of which at least 6,000 will come from outside of the Napa Valley. Attendees who will view the Napa Valley Museum Yountville-branded traveling exhibits should reach 100,000.

• 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?

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, 9/29/2017 Napa Valley Museum Yountville 11

55 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 will be actively involved in managing the touring exhibition, and in designing and building the “France is a Feast” exhibit.

Cristina Woolrich (Executive Creative Producer, Artcast Productions. Audio Tour Producer and Traveling Exhibition Consultant) - Please see attached portfolio.

Artcast Productions is a specialized agency experienced in developing, marketing and managing blockbuster museum audio tours and family entertainment productions for the commercial, cultural, entertainment and tourism markets. Artcast principal, Cristina Woolrich, has worked with leading promoters, event producers, science and art museums including Arts and Exhibitions International, AEG, National Geographic, Clear Channel Entertainment Exhibitions, Museum of Science and Industry Chicago, The Science Museum London, La Cite des sciences et de l'industrie Paris, San Francisco Museum of Modern Art, Guggenheim Museum New York and the Los Angeles County Museum of Art. They have developed audio tours for such notable exhibits as “Diana, A Celebration,” “Titanic,” “King Tut,” and recently completed a project with the Chinese wine industry.

Artcast Productions collaborates with an elite team of writers, producers and sound designers whose roots are in the arts and entertainment world. It is committed to producing unparalleled content. By managing costs and working with some of the best creative minds in our industry, Artcast offers a business model that is straightforward, minimizes costs and maximizes returns.

Tom Fuller & Monty Sander (Press Agents) – Please see attached press release. 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 9/29/2017 Napa Valley Museum Yountville 12

56 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.

Artcast Productions, described above, will be a technology partner on the touring exhibit, helping to fund acquisition of audio tour technology through a profit-sharing arrangement. Curator Katie Pratt will be a partner on the touring exhibition version of “France is a Feast,” and in addition to curating the exhibit is printing works for the exhibition, and is the liaison to the Julia Child Foundation and Schlesinger Library, as well as personally providing many of the objects for the exhibition.

Exhibit sponsors are still to be determined.

• Schedule for implementing project, which will vary depending on a product or event.

September 1, 2017: Engage Press Agents and add exhibit to calendar listings; all partner agreements in place

September 15, 2017: Press release sent, Audio Tour designer engaged, Advance Admission Tickets On Sale

October 1, 2017: Merchandise Ordered; promote event rentals

October 15, 2017: Sponsors, Partners, and Initial Events Set

October 31, 2017: Branded and Exhibit Merchandise On-Hand

November 8, 2017: Exhibition Press Preview

November 9, 2017: Napa Valley Film Festival Celebrity Tributes Night Reception for select NVFF and Museum patrons

November 11, 2017: Official opening of exhibit, and Opening Celebration, including Audio Tour

December 1, 2017: Marketing of Touring Exhibition

January 5, 2018: Begin Partner Events, including Friday Night events

February 10, 2018: Art of Chocolate reception in main gallery, chocolate sales in spotlight Gallery through February 18

February 18, 2018: France is a Feast closes in Yountville; prepare to tour

SECTION D – FUNDING REQUEST

• The amount you are requesting from the NVTID – Yountville? $20,000

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57 • What percentage of this project will be funded by this funding request? 28.6%

• What percentage of your organization’s budget will go towards this project? 10.4%

• 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 applied 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 are in the process of presenting sponsorship proposals to potential sponsors in the travel industry, and intend to seek additional sponsors, but have no committed sponsor funds at this time.

• Timing of funding needed – lump sum or other payment Many of the needs outlined above require initial upfront investment of funds, although the press agents will be paid on a monthly basis

Attachments to this Application and Cover Letter:

1. Organizational Budget 2. Project Budget 3. Artcast Portfolio 4. Press Release 5. “FRANCE IS A FEAST” Rack Card 6. Book Cover 7. Valentines 8. Exhibit merchandise logos

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58 ARTCAST PRODUCTIONS “Creating opportunities to engage with compelling experiences”

Cristina Woolrich Artcast Productions [email protected] 415.289.0492 415.385.4144

59 TELLING OUR STORY, CONTENT IS KING

ARTCAST designs story driven immersive experiences

CONCEPTUALIZES branded entertainment opportunities

ALIGNS the right strategic partners to

CONCEIVE, DESIGN and PROMOTE extraordinary experiences.

ARTCAST is committed to sustaining the character and integrity of the people and places we work with - their intention, environment, culture and heritage; while looking to the future.

WE conceptualize creative strategies, utilize forward technology and design cinematic narratives that inspire new ways of interacting with, talking about, learning from and supporting art, science, conservation, tourism, commercial, industrial and cultural places.

Changyu Wine Company, Yantai, China Tutankhamun and The Golden Age of the Pharaohs Titanic Museum Attraction

2 60 CONTENT SPAWNS IDEAS, IDEAS BECOME RELATIONSHIPS

ARTCAST creates opportunities.

WE conceive ideas, broker strategic relationships and negotiate partnerships.

WE organize content, interpretation, touring, marketing, sponsor, licensing, operations and revenue generation strategies for creative intellectual property.

Cirque du Soleil, China Hasbro, Anouk Wipprecht, Furby Connect Dress AEG, Cirque du Soleil and BrandUSA

3 61 FUNDING THE PROGRAM, A PASSION FOR THE ARTS

ARTCAST organizes funding.

WE go beyond the gallery walls to conceive, design and produce story driven immersive experiences for the arts.

WE organize content, interpretation, touring and event strategies; monetize assets, create global marketplaces and conceive multi-channel marketing and licensing platforms that engage strategic partners with programs they are passionate about.

Luminaria Arts Night, San Antonio Lynn Hershman Leeson, Dr. Zahi Hawass, Seneb Acquisition Museum of Modern Art New York, Fog Art and Design Show Fine Arts Museums of San Francisco

4 62 INSPIRING YOUNG MINDS, BRING ON THE FUN

ARTCAST designs artistic, layered, textured, aural, visual, physical and tactile experiences that encourage humor, exploration, imagination and play.

Visitors step out of the vineyard into an immersive harvesting experience that simulates the VISUAL ART, algorithmic art, gesture technology, harvest from the grapes point of view. digital media, life sized machines, animated characters, theatrical scents, lighting, special effects, music and sound illustrate storytelling. Oversized walk through “Be A Grape” Harvesting Experience

LISTENING, immersion, passion, scholarship, and innovation in storytelling form the foundation of our work with clients.

WE love the challenge of making traditionally adult visitor experiences fun, beautiful, educational and immersive for kids and families.

Visitors are taken on a physical and participatory journey through the processes of fermentation as yeast forms, sediment settles, juice is pumped over and malolactic conversion begins. Serra inspired Primary and Secondary Fermentation Experience

5 63 EVERY GREAT EXPERIENCE BEGINS WITH A STORY

ARTCAST designs layered, cinematic narratives for museums, tourism, events, exhibitions, films, installations and audio tours.

CONTENT is rich and compelling with scripted dialogue, professional narration, interviews, music and sound design.

KIDS content is fun, character driven, incorporates common core and STEAM education and is full of imagination, humor, activity and delight.

RESEARCH, scholarship, interviews and writing is managed by our team of experienced documentarians and storytellers. Titanic Museum Attraction film and National Museum of Crime and Punishment Omar Sharif recording the audio tour and film Univision Anchor Jorge Ramos audio tour narrated by Bernard Hill, home to the studios of Americas Most narration for Tutankhamun and The Golden Age of recorded the Spanish version of the Captain Smith of the Titanic movie Wanted. Audio tour narrated by Bill Kurtis CELEBRITY and professional union actors are cast for the Pharaohs at Pop Sound in Santa Monica King Tut audio tour in a media sponsor narration and character voices. deal with Univision and AEG CASTING, recording, editing, sound design, storyboarding and animation is produced by our network of professional talent agencies, studios, artists and engineers.

SIGNATORY, union and licensing compliance for our creative projects is managed with our production partners.

FOREIGN LANGUAGE content is often developed in the related country so translations and narration are authentic.

Chicano Visions, American Painters on the Verge ACCESSIBILITY solutions utilize inclusive interpretation narrated by Cheech Marin. Cheech worked with strategies and forward technology. Artcast again on narrative for The Music Center in Titanic Family Audio Tour Los Angeles narrated by Jaynee, a first class Tutankhamun, The Golden King and the Great Pharaohs Changyu Wine Company multimedia family maid featuring Mlle-Frou Frou (a narrated by Harrison Ford tour animated characters The Yeast Beasts Titanic dog), Furnace, Bed and Quince Cooper (Quality Control) Warmer, the Hull, Dishes, Deck Chair, Mr. Key and Electricity 6 64 CUSTOMER SATISFACTION THROUGH TECHNOLOGY

ARTCAST manufactures multimedia, audio tour and group tour system technology for museums, groups, tourism, installations and exhibitions.

MULTIMEDIA players offer customized audio and video experiences, have an intuitive interface, are ideal for access tours, are made for indoor and outdoor use, and unlike off the shelf players like an iPod or iPhone are designed for bulk use (abuse) and bulk charging. NEW! - Wireless Group Tour System Transmitter and Receiver FreeSound Hygenic Headset GROUP TOUR SYSTEM players can handle multiple groups and multiple languages at once, offer live and pre recorded messages; are wireless, battery operated, Multi-language players interact with multimedia lightweight and ergonomic; have high quality, long range, noise cancelling sound and are compliant with frequencies around the world.

AUDIO TOUR wands are made for bulk use, are ergonomic, battery operated, ADA compliant, interact with multimedia, have intuitive controls and make NEW! - Random Access and Point & Click distribution, visitor use, storage and cleanup fast and Multimedia Players simple.

HYGENIC headsets eliminate the “ick” factor associated with bulk use; are durable, easy to clean and long lasting. The earphones sit away from the ear and direct sound in.

MULTIPLE LANGUAGE, multiple group, multimedia and NEW! - Multimedia Audio and Video Player Multiple groups can tour at one time Battery operated Wand Players access capabilities ensure all guests can interact with content equally and are fully engaged in the visitor experience.

7 65 OUR SUPERHERO TEAM

ARTCAST has gathered a group of standout talents to conceive, design, build, produce and promote visitor experiences, content, film and multimedia installations without equal.

AWARD WINNING writers, filmmakers, architects, multimedia producers; agents, artists, industrial, technical, graphic and interior designers; facilities and composite experts work with us to realize our creative vision.

WE combine our insatiable appetite for visual art, storytelling, science, education, conservation and entertainment with 25 years of design, production, client relationships, visitor operations, promotion, marketing, sales and strategic partnerships.

8 66 IF WE CAN IMAGINE IT, WE CAN BUILD IT • STRATEGIC PLANNING

• INTERPRETIVE PLANNING

• CONCEPT DESIGN

• FACILITIES DESIGN

• SCHEMATIC DESIGN

• EXHIBITION DESIGN

• TECHNOLOGY INNOVATION

• CONTENT DEVELOPMENT

• YOUTH CONTENT DESIGN

• STORY DEVELOPMENT, NARRATIVE, WRITING and

PRODUCTION

• FILM CREATIVE DEVELOPMENT, WRITING,

PRODUCTION and TECHNICAL DESIGN

• DESIGN DEVELOPMENT

• PROJECT MANAGEMENT

• CONSTRUCTION MANAGEMENT

• FABRICATION

• CONTRACT DEVELOPMENT and NEGOTIATION

• STRATEGIC PARTNER STRATEGY

• EXHIBITION DESIGN, PRODUCTION, BOOKING

and PROMOTION

ARTCAST has formed strategic alliances with teams around the globe to enable us to address design, production and fabrication practicalities for our clients in the United • REVENUE GENERATION, MARKETING and States, Europe, Asia and the UAE. OPERATIONS STRATEGY

• EXHIBITION TOURING and MANAGEMENT

9 67 TELLING OUR STORY OUR CLIENTS

10 68 TELLING OUR STORY OUR CLIENTS

69 11 TELLING OUR STORY FEATURED CASE STUDY

ARTCAST developed Interpretive Planning, Concept, Narrative and Schematic Design for a Production Plant Tour of the largest stainless steel wine making facility in the world for the largest winemaker in China.

WORKING with 10,000 square meters of a linear shell, Artcast assembled and led an elite team of over 25 architecture, facilities and design professionals simultaneously working in three countries. Artcast designed a soil to glass experience, adult and kids multimedia installations; exhibition, film and audio tour narrative; physical and tactile exhibits, wayfinding, a 360 degree theater, a bottling plant tram and tour, a wine bar, a learning lab, facilities, interior design; ticketing, marketing, operations, transportation, food and beverage and environmental sustainability strategies.

FROM SOIL TO GLASS each step of the wine making process “One look at Artcast Productions portfolio and we knew they were the team with the right combination of creativity, talent, personality and commitment to execution to take on our project. is explored in a unique, immersive and interactive way that Artcast’s vast experience in creating compelling experiences made working together an absolute pleasure!” makes the very adult subject of wine accessible, educational, fun and entertaining for visitors of all ages. Robert Fleming Idletime Network

Cristina Woolrich Kate Rothrock Sean Owens Donna Lawrence Larry Wyatt Kevin Sherbrooke, Tom Hennes Molly McBride Thinc Design Artcast Artcast Artcast DLP Productions Wyatt Design Group AIA, Wyatt Design Thinc Deisgn

Martin Lai Kexx Singleton Giovanna Giordana Tucker Viemeistier Oronde Wright Jan Pietruska Fred Courouble Sublime Warner Animation Creative Imaging Thinc Design AIA, Thinc Design Visualizations Courouble Design

12 70 TELLING OUR STORY OUR PORTFOLIO

Artcast and Cirque du Soleil, China Artcast, Hasbro and Anouk Wipprecht, Furby Connect Dress AEG, Brand USA and Cirque du Soleil Artcast and Silkroading Reimagining live entertainment for urban mixed use spaces A hardware hacker and FashionTech designer wanted to make Artcast advised Cirque du Soleil to partner with major players Reimagining arts, entertainment and exhibitions for urban in China. a dress made of Furby Connects a Hasbro company toy, that in Las Vegas for their Brand USA Live Entertainment portfolio mixed use spaces, industrial tourism and museums in China. reacts to people approaching the wearer. initiative. Artcast pitched the idea to the president of AEG and connected AEG and Cirque du Soleil. Artcast pitched the idea to our contacts at Hasbro who donated 24 Furby Connects prior to their product launch. The partnership resulted in Brand USA and the City of Las Artcast negotiated licensing, use and terms, and conceived Vegas committing 1.5 million dollars in marketing support to event and promotional strategies. their combined Live Entertainment Portfolio.

13 71 TELLING OUR STORY OUR PORTFOLIO

Pop Experience Artcast and Lynn Hershman Leeson Artcast consulted on content, business, organization, creative, Museum of Modern Art New York/Fog Art and Design Show booking & IP strategy for a new touring exhibition company Artcast advised on touring exhibition, sales, promotional and founded by a former Cirque du Soleil executive. licensing strategies based on Lynn’s extensive archive of work.

In 2014, Artcast inspired Lynn to have the MOMA recreate Boris Charmatz’s dance performance during their installation of Roberta Breitmore, with Meg Stewart dancing as Roberta.

Artcast represented Lynn at the Fog Art and Design Show in Oceania Cruises, Private Art Collection Experience The Art of Rock and Roll San Francisco and paired Lynn’s work with San Francisco Artcast designed an Art Tour for Frank Del Rio and Bob Artcast advised on content, fundraising, partnership and architect and furniture designer Dominique Maxime Binder, the owners of Oceania Cruises, for their private art booking viability of a proposed touring exhibition. Genauzeau. collection aboard their Marina and Riviera cruise ships.

The Audio Tour featured commentary and interviews with featured artists and included music, sound effects and sound design. Artcast manufactured technology and developed operations and marketing strategies for the tour.

14 72 TELLING OUR STORY OUR PORTFOLIO

Artcast, Zahi Hawass & Fine Arts Museums of San Francisco Seneb Acquisition Artcast partnered with the Fine Arts Museum of San Francisco to organize a speaker series at the DeYoung Museum and the Legion of Honor featuring Zahi Hawass, the former head of the Supreme Council of Antiquities of Egypt. The Legion of Luminaria Arts Night, San Antonio Honor was working to acquire a statue of Seneb, an ancient Harry Potter, Mori Arts Center, Japan Diana, A Celebration Artcast partnered with Dissident Industries and conceived and Egyptian antiquity that belonged to a private collector. Zahi Artcast organized financial, operations, staffing, content, Artcast principal, Cristina Woolrich was the executive organized content, event, booking, sponsor, operations, A C was looking to launch a speaking tour. and revenue strategies for GES Exhibitions, Harry Potter producer of the Diana, elebration audio tour. Cristina marketing, funding and partner strategies for a multi day Arts touring exhibition as it traveled to Asia. organized and led creative, financial, revenue generation, Festival in San Antonio. Artcast conceived and organized the partnership strategy, staffing, technology, operations and touring strategies for a fundraising dinner, lecture and book signing at the DeYoung staffed, for-profit, audio tour program for Arts and Museum. Artcast’s efforts helped the Ancient Art Council Exhibitions International that toured museums in the US. reach their funding goal. Seneb now resides permanently at the Legion of Honor.

15 73 TELLING OUR STORY OUR PORTFOLIO

National Museum of Crime and Punishment Titanic Museum Attraction, Missouri and Tennessee Saint Peter and The Vatican, The Legacy of The Popes Artcast organized and produced creative, operations, staffing Artcast organized and produced creative, operations, revenue Artcast organized and led operations, management training, and revenue generation strategies for the new museum for generation, marketing, staffing, technology and sales staffing, ticketing, box office, security, on site sales, Idletime Network. strategies for the Titanic Museums in Missouri and Tennessee. marketing and operations strategies for the Vatican exhibition when ClearChannel relocated the exhibit to the Artcast developed box office sales, ticketing and operations Artcast developed and produced adult and kids audio tours Titanic Museum Attraction, Missouri and Tennessee Henry B. Gonsalves Convention Center in San Antonio, strategies and produced film narration and audio tour content for the museums. Narrated by Bernard Hill in Missouri and Artcast produced a character driven kids tour to appeal to Texas after Hurricane Katrina. Cristina trained the and technology. The audio tour was narrated by Bill Curtis and First Class Maid Jaynee in Tennessee, the audio tours school groups, students and families that brings inanimate Convention Center and Vatican managements teams and featured original and archival interviews with John Walsh and incorporate survivor interviews, scripted narration, sound objects to life, has scripting, professional actors, original music worked with them through opening. others, music, scripted narration, sound design and sound design and sound effects. and sound design. The tours incorporate STEAM and effects. Common Core education, are interactive and ask kids Artcast developed sales, marketing and staffing strategies and Artcast principal Cristina Woolrich was the executive questions they can answer on the player. An accompanying provided technology and foreign translations for the audio producer of the Vatican exhibition audio tour. Cristina teachers guide was developed to market the tour to school tours. The Titanic audio tours have consistently achieved take organized creative, operations, marketing, staffing, sales, groups. up rates of over 40%. Artcast provides ongoing creative, management and touring strategies for the exhibition’s sales, marketing, operations and technology support. The staffed, revenue generating audio tour program as it toured Titanic Museums have been a repeat client for over 10 years. museums in the US. Cristina also developed a character driven kids audio tour to market to school groups, students and families. 16 74 TELLING OUR STORY OUR PORTFOLIO

Titanic, The Artifact Exhibit RMS Titanic, ClearChannel Exhibitions Artcast principal, Cristina Woolrich organized creative, touring, operations and revenue generation strategies for Tutankhamun, The Golden Age of the Pharaohs ClearChannel Exhibitions Titanic exhibition audio tour Artcast principal, Cristina Woolrich worked with AEI, AEG program, a for-profit, staffed, ancillary revenue stream for and National Geographic to organize, develop and launch the blockbuster touring exhibition. the blockbuster touring museum exhibition. Cristina organized management, operations, marketing, sponsor, Cristina worked directly with science museum venues in the staffing, on site sales, ticketing, wayfinding and revenue US, France and the UK organizing contracts, content, generation strategies for the touring exhibition that financial strategy, ticketing, sales, marketing, staffing, premiered at The Los Angeles County Museum of Art. operations and management of the million dollar a year sales operation. Cristina worked with CCE Marketing Cristina was the executive producer of the King Tut audio executives collaborating on advanced marketing, group tour narrated by Omar Sharif and Jorge Ramos and sales and events in each city as Titanic toured to many of the organized the King Tut audio tour sales operation. The audio major Science Museums in the US and Europe. tour was a 10 million dollar staffed, ancillary revenue stream for the exhibition. Artcast produced content in multiple Cristina produced kids, education and family audio tour languages, developed financial, operations, staffing, sales, Tutankhamun, The Golden King and The Great Pharaohs, Chicano Visions, American Painters on the Verge content and programing, group and education sales, retail marketing, management, partner and touring strategies and Narrated by Harrison Ford. Artcast produced content and Artcast principal, Cristina Woolrich, was the executive marketing, partner, sales and operations strategies to make provided multimedia technology. technology for AEG’s second King Tut touring exhibition. producer of the Chicano Visions audio tour. Cristina organized creative, financial and touring strategies for the TITANIC more accessible to kids, families, educators and Artcast produced an audio tour in multiple languages including audio tour that accompanied an exhibition of Cheech school groups and bridge the gap for the museums between an additional version produced in the UK featuring the voice of Marin’s private art collection produced by ClearChannel commerce and education. The family audio tour included Simon Templeman and translated into French and German for Exhibitions and sponsored by Target. social studies and science curriculum, sound effects and the Austrian leg of the tour. sound design and asked kids questions that they could Narrated by Cheech Marin, the audio tour featured scripted answer on the player. Cristina recruited and managed over narration, interviews with Chaz Bojorquez, George Yepes 500 temporary staff in museums in the US and Europe in and others, and includes music, sound effects and sound support of this tour. design. 17 75 TELLING OUR STORY OUR PORTFOLIO

Universal Studios Hollywood Tram Tour Los Angeles Zoo & Botanical Gardens Featuring Whoopi Goldberg, John Featuring kid on the street commentary, Murdy and Stephen Sommers for animal sound effects and original music for Universal Studios Hollywood Los Angeles Zoo and Botanical Gardens

Los Angeles Dodgers Featuring interviews with Tommy Lasorda and archival footage from Vin Scully with live organist and Artcast and Los Angeles Tourism sound effects for Dodgers Stadium “seemyLA” campaign Artcast conceived, designed, wrote and produced Wicked, The Untold Story of the Witches of Oz branded entertainment content and viral marketing Featuring Winnie Holzman, Mark Platt, Elphaba strategies for Los Angeles Tourism’s “seemyLA” and Glinda with original music from the Tony celebrity campaign that cross promoted sports, award winning play for the producers of Wicked, events, theater, exhibits and attractions in partnership The Pantages Theater, Hollywood and Serino with the city of Los Angeles. Coyne. Walt Disney Concert Hall Marvel Super Heroes Exhibition Artcast worked directly with each client to identify Featuring Frank Gehry and Cheech Featuring Spiderman and Stan Lee marketing targets, develop creative strategies, obtain Marin. Original music by the LA for Marvel Comics and California Science script approvals and utilize production assets. The Philharmonic for The Disney Concert Center content was packaged as podcasts and posted on the Hall, The Music Center and Los Los Angeles Tourism website, on partner websites and Angeles Philharmonic on social media. 18 76 TELLING OUR STORY OUR PORTFOLIO

Picasso Erotic Quest for Immortality, Treasures of The Aztec Empire Gustav Klimt, Modernism in the Van Gogh and Gauguin, The Studio of the South Montreal Museum of Fine Arts Ancient Egypt, Guggenheim Museum New York, Making Art Institute of Chicago Denver Museum of Nature and Science Denver Museum of Nature and Science National Gallery of Canada

Since 2001, Artcast principal, Cristina Woolrich has developed interpretive planning, narrative, content, technology, financial, operations, marketing, touring, staffing, sales and management strategies for revenue generating Audio Tour programs and for profit blockbuster touring exhibitions in leading fine art and science museums worldwide.

Jasper Johns to Jeff Koons: Four Decades of Art from the Broad Collections, Los Angeles County Museum of Art

Winslow Homer and the Critics Gerhard Richter, Forty Years of Painting Ansel Adams at 100 Los Angeles County Museum of Art The Art Institute of Chicago San Francisco Museum of Modern Art San Francisco Museum of Modern Art Art Institute of Chicago 19 77 TELLING OUR STORY OUR FOUNDER A highly creative and inspirational leader, Cristina Woolrich designs story driven immersive experiences, conceptualizes branded entertainment opportunities and promotes global content, business, operations, marketing and revenue strategies for creative intellectual property.

Cristina recently designed concept, facilities and schematic design for a Production Plant Tour of the largest winemaking facility in the world, for the largest winemaker in China. The client wanted to tell their story, educate visitors on the process of wine making, stress safety and quality control and create a modern, one of a kind visitor experience accessible for adults and families. Working with 10,000 square meters of a linear shell, significant cultural and language differences and only 4.5 months from concept to SD document delivery, Cristina developed the concept, interpretive and narrative plan and assembled and led an elite team of over 25 architecture, creative and design professionals simultaneously working in three countries. Cristina reached out to the head of the UC Davis Department of Enology and Viticulture to fully understand and interpret the process of stainless steel wine making which turned out to be an invaluable resource for understanding the nuances of the wine making process and later for client education in sustainable wine making practices. Artcast incorporated fine art and forward technology in the original design including art installations, science education, kids programming, film, a tram tour, physical and tactile experiences, marketing, operations, retail, staffing, transportation and food and beverage strategies. The client welcomed Artcast's direction to look to the future of the company for design intent and to design for environmental sustainability.

Artcast works with developers and promoters in the US and Asia to reimagine arts entertainment for industrial tourism, museums and urban mixed use spaces. We work with artists, organizations, institutions and brands to conceive, design and organize content and touring exhibition opportunities, strategic partner, marketing and revenue strategies. We work with leading entertainment promotors touring for profit exhibitions in non-profit museums and alternative venues and destinations.

Artcast’s creative practice has been influenced by Cristina’s interest in contemporary art, forward technology and architecture; combined with 16 years of working with more then 50 of the most prestigious fine art and sciences museum around the globe and watching adults, kids, students and educators interact with content. Cristina designs concept, content, technology, exhibition, sales, operations, partner and marketing strategies that successfully bridge the gap between commerce and education. She believes in the power of entertainment in storytelling to inspire young minds to care about art, science, exploration and conservation and to realize the joy in interacting with cultural experiences.

Prior to forming Artcast in 2005, Cristina was Vice President of Arts and Exhibitions International who in partnership with AEG and National Geographic, developed and promoted the blockbuster touring Tutankhamen Exhibitions. The King Tut exhibitions became one of the most highly attended touring exhibitions of our time and traveled to 14 cities in 7 years attracting over 12 million visitors. In addition to organizing the touring exhibition operations, the audio tour and technology program that Cristina organized reached take up rates of over 60% and earned Arts and Exhibitions an additional 10 million in ancillary revenue. Arts and Exhibitions later became Artcast’s first client.

Prior to working with AEI, Cristina worked as Executive Producer and Senior Project Manager for Antenna Audio, developing interpretive content, technology, financial strategy, marketing, touring, sales, staffing, management and operations for staffed, revenue generating interpretive audio tour programs for many of the leading touring exhibition promoters; fine art and science museums around the country. Her expertise built a 2 million dollar a year revenue stream for Antenna. Cristina eventually oversaw all of Antenna’s staffed revenue generating touring exhibition audio tour programs in museums and attractions in the US, Europe and Australia including permanent installations and teams at The Metropolitan Museum of Art, The Guggenheim, The Vatican, The London Science Museum, Cite des sciences et de L’industrie in Paris, The Art Institute of Chicago, LA County Museum of Art, The San Francisco Museum of Modern Art, Ellis Island and the Powerhouse Museum in Sydney.

Cristina has developed, organized and managed over 50 blockbuster touring exhibition programs and over 500 temporary teams in fine art and science museums and tourism sites in the US, Europe and Asia. She has observed millions of visitors move through exhibition spaces, interact with content and with each other. She has refined her design, technology, operations, marketing and partner strategies to better engage, entertain and access visitors of all ages, interests and abilities.

20 78 ARTCAST PRODUCTIONS Design, Storytelling, Production,Technology; Immersive Family Friendly Experiences

Cristina Woolrich Artcast Productions [email protected] phone: 415.289.0492 mobile: 415.385.4144

79 France is a Feast: Project Budget*

Exhibition paint, vinyls, signs 1500 wall move, contract labor 500 guest installer honorarium 500 cost of prints and enlargements 13,700 cost of posters and prints 2500 pr firm Sept through Feb 12,000 marketing, digital ads, postcards, calendars 5,000 video and tech 300 NVFF festival patron event/opening 2000 Art of Chocolate Event 1000 39000

Audio Tour Artcast creation of audio tour 15,000 audio equipment rental, based on % TBD Additional language translations 5,000 Marketing of audio tours, incl printing 5,000 25,000

Travelling Exhibition launch of France is a Feast Storage and cataloging 1000 Marketing of touring exhibition to museums 2,000 Added Insurance and shipping costs 3,000 Printing and postcards 1,000 6,000

Total 70000

*There are marketing components of many of the items in this budget, but those that are solely for marketing or advertising are show in blue

80 FRANCE IS A FEAST RACK CARD

81 Paul and Julia Child were known for their unique Valentine’s Day Cards

82 Napa Valley Museum Yountville Presents World Premiere Exhibition

“France is a Feast – The Photographic Journey of Paul and Julia Child”

August ??, 2017, Yountville, CA – Napa Valley Museum will present “France is a Feast – The Photographic Journey of Paul and Julia Child” from November 11 through February 18, 2018. This world premiere exhibit is inspired by and is shown in conjunction with the release of the book, France Is A Feast (Thames & Hudson) by Paul Child’s great-nephew, Alex Prud’homme, and Katie Pratt, longtime friend and colleague of Paul and Julia Child, who also curates the exhibition.

For more information on “France is a Feast – The Photographic Journey of Paul and Julia Child” and the Napa Valley Museum, please visit the website at www.napavalleymuseum.org or phone 707.944.0500. Admission to the Museum is $10 Adult; $5 Seniors and Kids under 16; Free for Museum Members, residents of the California Veterans Home and Active Duty Military.

Napa Valley Museum Yountville is open Wednesday through Sunday, 11am – 4pm and closed Monday and Tuesday.

###

About Napa Valley Museum Napa Valley Museum (NVM) is dedicated to providing unique experiences that enrich the cultural fabric of our community through exhibitions and educational outreach. The Museum places the Napa Valley in a worldwide context by inspiring residents and visitors to learn about art, history and the environment. NVM enriches the community by collecting, preserving, and displaying art and artifacts.

About Katie Pratt An artist and journalist herself, Pratt worked with the Imogen Cunningham Trust for nearly 20 years where she also served as a Trustee and Executive Director, working closely with vintage negatives and photographs. She worked with Richard Lorenz on several Imogen Cunningham book projects, including Flora and On the Body. Pratt has curated photography exhibits in galleries throughout California, and in Texas, New York City, and Ireland. Since 2000, Pratt has managed, curated, and promoted The Art Program in Sun Valley, Idaho, overseeing a collection of 300 artworks and curating semi-annual art exhibits. She lives in Napa, California, pursuing an interest in wine and food. She co-published and promoted “Bay Food Magazine” in the 1980s and early ‘90s, and has worked in PR and marketing for wineries. She now makes her own wine, Katnip.

About France is a Feast Through intimate and compelling photographs taken by her husband Paul Child, a gifted photographer, France is a Feast documents how Julia Child first discovered French cooking and the French way of life. Paul and Julia moved to Paris in 1948 where he was cultural attaché for the US Information Service, and in this role he met Henri Cartier-Bresson, Robert Capa, Brassai, and other leading lights of the photography world. As Julia recalled: “Paris was wonderfully walkable, and it was a natural subject for Paul.” Their wanderings through the French capital and countryside, frequently photographed by Paul, would help lead to the classic Mastering the Art of French Cooking, and Julia’s brilliant and celebrated career in books and on television. Though Paul was an accomplished photographer (his work is in the collection of the Museum of Modern Art), his photographs remained out of the public eye until the publication of Julia’s memoir, My Life in France, in which several of his images were included. Now, with more than 200 of Paul’s photographs and personal stories recounted by his great-nephew Alex Prud’homme, France is a Feast not only captures this magical period in Paul and Julia’s lives, but also brings to light Paul Child’s own remarkable photographic achievement.

84 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

85 To: NVTID Yountville Board

From: Yountville International Short Film Festival

Subject: Marketing Grant Request

Proposal Submission Date: 10/10/17

Event Details:

1st Annual Yountville International Short Film Festival (YISFF)

Proposed 2018 Dates

Thursday, February 8th: Opening Night Friday, February 9th: Screenings Saturday, February 10th: Screenings Sunday, February 11th: Screenings

Festival Staff

Co-Founder / Festival Director: Bill Hargreaves Co-Founder / Programmer: Sinohui Hinojosa Festival Coordinator: Marcela Cortland Lead Screeners: Robert Hargreaves, Lisa Kreamer, Joshua Russell, Julian Stephenson Web / Marketing / Design Agency: WebEnertia (San Jose)

1 86 Event Summary

The Inaugural Yountville International Short Film Festival aims to bring a one of a kind experience to the citizens and visitors of Yountville and the Napa Valley. We are thrilled by the opportunity to present an array of World-Class Short Films to enthusiastic audiences – all set in the amazing backdrop of Yountville.

Inspired by Jessup Cellars’ successful Art House Short Film Series, which has become a perennial sell-out series over the past four years in Yountville, the screenings have set the stage and seeded the passion for short film among both locals and visitors. Jessup Cellars will be an integral partner and promoter of the festival as Founding Sponsor.

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.

Proposed First Year Venues & Key Event Lineup

Community Center, Jessup Cellars and V Marketplace Barrel Room

Thursday, February 8th Opening Night Screening & Reception (V Marketplace Barrel Room?)

Friday, February 9th Locals Afternoon Discounted Screenings Filmmakers Dinners (promote local dining) After Dinner Screenings

Saturday, February 10th Saturday Featured Comedy Block at Community Center VIP EVENT: Jessup Cellars ‘Art House Sessions’ Evening Event After Dinner Screenings

2 87 After Party (location?)

Sunday, February 11th Special Bubbles Brunch Screening (location?) Afternoon Family Screenings

Marketing / Branding / Events

The Yountville International Short Film Festival is working on branding and website development in-house and with our marketing agency WebEnertia. Our branding will reflect the Yountville experience and the Napa Valley as a whole. We’ve secured the URL www.YISFF.com, which we’ll launch with a “Coming Soon” page in the coming weeks.

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 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.

3 88 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 to Yountville in the amount of $25,000 for year one launch.

Yountville Int’l Short Film Festival Prospective Promotion / Marketing Budget ‘18 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 Design: $5,000 - $7,500 Public Relations: $5,000 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

Upon completion of our Inaugural Festival in January 2018, we would like to request a board review. If goals and objectives are met, we would earnestly request a timely decision as to continued funding for year two.

Thank you for your consideration.

Bill Hargreaves Festival Director Yountville International Short Film Festival 408-316-7051 | [email protected] | www.yisff.com (coming soon)

4 89 NVTID‐Yountville Expenditures and Work Plan for FY 2016‐17 (approved at 4/26/2017 NVTID‐Yountville Mtg.)

Approved Budget for FY 2017‐18

Note: Based on direction at strategic planning workshop this balance will be earmarked as a Reserve Fund Fund Balance July 1, 2016 $ 398,451

Revenue: TOT Revenue through June 2017 6,406,584 Total 2%Tourism Assessment Collected 1,192,447 Less: County Portion of NVTID Assessment ‐ 74% 882,410 Less: 1% Administrative Allowance 11,924 Yountville TID Assessment 298,112 Interest Earnings 2,631 Total Revenue $ 300,743

Contingency 15,000 Social Media Ad Buy/Content Management 40,000 1/2 pmt. 7/17 bal. 20000 Trip Advisor Content Mgmt. 5,000 PD 7/17 Trip Advisor Promotion 20,000 PD 7/17 Branding Strategy Implementation (MeringCarson) 95,000 1/2 pmt. 7/17 bal 47500 Total 175,000

NVTID‐ Yountville Annual Funding Projects Art Sip & Stroll (in conjunction with Arts in April, Visti Napa Valley event) 7,500 Holiday Lighting (Install & Removal of existing lights) 7,500 MacKenzie Agency ‐ FAM Trips 15,000 Allocation for Grants/Sponsorship 60,000 Total 90,000

Approved Sponsorship Requests

Total 0

Total Expenditures 265,000