Special Meeting of the Napa Valley Tourism Improvement District Agenda Monday, May 9, 2016 – 9:00 A.M. Special Meeting Special Meeting – Napa Valley Lodge 2230 Madison Street Yountville, CA 94599 Members: 1. Call to Order 9:00 A.M. Shelley Post, 2. Roll Call Maison Fleurie/ Lavender 3. Adoption of the Agenda ACTION John Dunbar, Mayor Town of Yountville 4. Public Comment Arik Housley, Chamber of Commerce (Matters Not Listed on the Agenda) Tim McGregor, 5. NVTID – Yountville Lodging Partners Workshop DISCUSSION/ACTION Napa Valley Lodge Steven Rogers, 6. Adjourn to the next special meeting. Town Manager Town of Yountville Ty Accornero, North Block Hotel Nanci Sherman, Bardessono Staff: Julie Baldia, Management Analyst Town of Yountville [email protected] Yountville/Napa Valley YOUNTVILLE LODGING STRATEGIC PLANNING WORKSHOP Agenda May 9, 2016 Morning Session: 9:30 am – Noon The morning session will be focused on capturing the group’s impressions of Yountville’s lodging landscape by identifying Strengths, Weaknesses, Opportunities and Threats. We will concentrate our initial efforts on the town’s market positioning, its current and future target audience and issues arising from competitive activities. - Introductions - Meeting Goals & Objectives - Yountville’s Market Positioning. Creating a common vision for the town. What are the elements that define the town of Yountville…attributes, benefits and points of distinction? What is it now, where is it going? Destination-within-a-Destination, how does it help us? Luxury Resort vs. (?). Its place in Napa Valley. - The Luxury Consumer. Yountville’s target audience discussion. Luxury/Ultra Luxury and the “worth” mindset. The new luxury ethos. Research and segmentation data. How high is up? - The Competitive Landscape. Local, national and global? Where should Yountville be positioned, who does it best? What can we learn from others efforts? Why is it important now? Lunch: Noon – 1pm Afternoon Session: 1pm – 4pm The afternoon session will have the goal to outline prioritized objectives for the town’s marketing efforts. Key topics will include interaction with our marketing partners plus discussion of effective marketing tactics. Additional concentration on long range (3-year) planning objectives and strategies. - Priority Objectives. Based on the morning’s analysis, where can Yountville’s marketing efforts be most effective? What are the 5 - 10 key objectives we want to achieve? Responsibility/authority for follow through and action planning? Timetables and funding issues. - Marketing Partners. How do we work with our marketing partners to achieve our goals? Who are the most effective partners to concentrate efforts? Internal/external partner issues. What can we learn from past experiences to help make this efficient? What’s missing and what could be stronger/better? - Tactics. What efforts have given Yountville the best results in the past? What new opportunities can we own? What efforts are already committed? - Summary discussion. What questions have arisen that need additional evaluation and thought? What remaining issues require follow up? NVTID‐Yountville Revised ‐ Approved Expenditures and Work Plan for FY 2015‐16 Approved Budget for FY 2015‐16 Note: Based on direction at strategic planning workshop this balance will be earmarked as Emergency Reserve Fund Starting Fund Balance as of 6‐30‐15 167,368 Reserve Fund 100,000 Balance 67,368 Estimated Annual Revenue for FY 2015‐16: 266,667 Loan Repayment #1 51,372 (Yountville Live Repayment) Balance 318,039 Programs and Expenditures Additional Allocation to Emergency Reserve Fund 45,000 Contingency 9,000 Lincoln Theater Cab Season 20,000 PAID Cabfest 5,000 PAID Chamber of Commerce Social Media Ad Buy 10,000 PAID Social Media Campaign Content Mgmt. 30,000 PAID Trip Advisor Content Mgmt. 5,000 PAID Trip Advisor Promotion 20,000 PAID Hall of Fame Watch Party 20,000 PAID Art Sip & Stroll 6,000 PMT. DUE SPRING 2016 MacKenzie Agency ‐ FAM Trips 15,000 ONGOING Napa Valley Vine Trail 5,000 PAID Napa Valley Museum 5,000 PAID Napa Valley Film Festival 20,000 PAID Holiday Lighting 5,110 PAID Hall of Fame Dinner (Napa Historical Society) 300 PAID Total Funding Allocation 220,410 **Yountville Live! 60,000 No longer needed **TEDx 5,000 No Yountville Event NVTID‐YOUNTVILLE FAM Trip Support Guidelines Criteria for Eligibility for NVTID‐Yountville financial support for Familiarization Trip Support NVTID‐Yountville has determined that limited financial support may be made available to organize an appropriate FAM trip or to support an appropriate individual travel writer or travel blogger on a familiarization trip to Yountville coordinated in partnership with the Yountville Chamber of Commerce. Such financial support is generally limited to travel and transportation costs for the writer to get them to and from Yountville and around during visit. Individual participating hotels, restaurants, tasting rooms, attractions, etc. are expected to provide the typical level of support to Yountville Chamber of Commerce sanction FAM trips as is appropriate. Eligibility Evaluation Criteria Pre‐Identification of publication and confirmation of writer. Publication needs to clearly meet Yountville lodging property target demographics. Writer must provide samples of prior work product and identify the angle of the proposed story. (Discuss what you might consider as appropriate and not appropriate) Proposed story must focus on Yountville and not be of a generic Napa Valley focus. Tour organizer or FAM trip participant is encouraged to have a multi night stay in Yountville where they can stay at a minimum of two (2) different lodging properties. Tour organizer or FAM trip participant must and tour with a lodging property principal of at least four (4) NVTID‐ Yountville lodging properties. An exception may be made to the above in unique circumstances based on publication and story angle. Exceptions must be made by the NVTID‐Yountville governing body. Focus shall be on Yountville lodging properties (in town jurisdiction), and local Yountville based restaurants, wine establishments, retail, and attractions. FAM trip organizer or individual FAM participant must coordinate and involve the Yountville Chamber of Commerce staff in the organization of the proposed trip itinerary and tour participants. Administration of FAM Trip Support Town Manager, or designee, as the fiduciary agent for the NVTID‐Yountville is authorized to administratively review and approve FAM trip related costs submitted by Yountville Chamber of Commerce or designated marketing and public relations firm for expenditures within the approved annual allocation for FAM trip support in the approved NVTID‐Yountville budget and subject to eligibility criteria. Approved : July 21, 2014 NAPA VALLEY TOURISM IMPROVEMENT DISTRICT – YOUNTVILLE EXTERNAL FUNDING PHILOSOPHY AND GUIDELINES AND APPLICATION FORM The Napa Valley Tourism Improvement District 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 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, and we are committed to use that positioning to appropriately and strategically market the unique high end resort and culinary destination that represents the Yountville community and its many wine, culinary, cultural, lodging and other hospitality destinations. The NVTID-Yountville typically directly funds activities and programs which it manages itself. On a limited basis, and subject to available funding, the NVTID-Yountville may consider external requests for funding support from outside organizations. Such requests should exemplify and achieve these goals. 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 annually and will be judged according to criteria that best achieve the following desired goals and objectives: Requests that do not meet these goals will not be considered. • Develop events or activities that help drive higher end tourism to the Yountville community reflecting the unique demographic visitor niche existing in Yountville. • Events or activities should focus on travel Sunday through Thursday during the shoulder season months of December through March – known as the Cabernet Season. Our tourist community thrives during summer and grape harvest season and on Friday/Saturday nights; so your proposal should focus on mid-week and slow season bookings. • 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. • Highlight Yountville’s many wine, food, art, and entertainment venues; showcase Yountville’s commitment to health, wellness, relaxation, and education; take advantage of our notable and recognizable winemakers, chefs, artists, musicians and individuals whose reputations have earned them national and international acclaim; • The event or activity will enhance the guest experience