Monthly Industry Report | Visit Napa Valley

Marketing

Consumer Strategy

A phased response was developed in March to provide a messaging roadmap for COVID-19 recovery. With hotels and wineries opening to visitation June 5, and consumer sentiment towards travel trending positive in June, Napa Valley moved into Phase II focusing on a “Improving Situation” strategy to capture pent up demand for travel and entertainment.

Paid

"Better With Time" Campaign

2.3M

Impressions
0.45%

CTR
5.5K

Site Sessions
0:25

Time On Site

VNV launched a paid advertising effort with a ‘Better With Time’ campaign to drive awareness and consideration for future visitation. By letting consumers know we’ll be ready to welcome them back when it’s safe to do so, and continuing to provide moments of joy and inspiration, Visit Napa Valley engaged users through social media channels, as usage has increased considerably during the crisis, utilizing highly visual platforms and tactics to inspire thoughts of future visitation.
Focusing on both the Luxury and Aspirational/Value traveler in the greater San Francisco Bay Area and Sacramento drive market, the campaign will run June 8-Aug. 31, 2020, with a $75,000 spend, showcasing a :30 video for owned and paid channels. Digital units on Facebook, Instagram and YouTube.

"Napa Valley Spirit" Campaign

In partnership with the Napa Valley Vintners, Visit Napa Valley created a community focused marketing campaign celebrating the ‘Napa Valley Spirit’ to drive consideration and intent to support and staycation locally. By providing a sense of pride to jump start the economy VNV/NVV promoted the exploration of the local destination and engaged users through social media channels, digital and print ads, OOH billboard and signage utilizing highly visual platforms and tactics to inspire residents to Dine, Shop, Sip, and Stay and Explore Your Backyard.

Napa Valley Spirit Toolkit >

:30 Video unit for paid and owned channels
Local itineraries were developed for each of the five towns
Locals could enter to win a Napa Valley Grand Prize Sweepstakes - 800 entries
Placards and Pennants were distributed to hundreds of Napa Valley businesses
Graphics were made available for tourism businesses to extend the message
Advertising:
- Billboard - Hwy. 29
- NapaLife
- Napa Valley Register, Yountville Sun
- Boosted Posts - Facebook / Instagram
- 99.3 The Vine Radio:
  - NVS audio and video unit, with local town itineraries featured
  - POP Up Drive In Movie featured NVS video and UpValley and Down Valley giveaways
  - Additional giveaways for a resident from each town to explore an itinerary of another town

VNV NapaValleySpirit Pennant DayBreakBlueReverse

POP Up Drive In Movie giveaway:

Calistoga to Yountville winner:

Owned

Website

172.6K

Sessions
352.9K

Pages Viewed
02:27

Time On Site
39.7K

Partner Referrals

Top Pages Viewed (June 2020) * compared to previous year

Organic search traffic to the site was actually up 3% over this time last year. This is especially good news considering most other DMOs started to slow in June, with some dipping down toward the end of the month.
The popular pages of the site continue to include Coronavirus and Open Businesses, as well as tourism-related pages, like Wineries, Home, Winery Map, Hotels, Michelin Restaurants.
Fly market traffic is generally down overall, while drive market and local traffic is slightly up or equal to this time last year.

Sessions since January 1

Social Media

Channel (June 2020)	Following	YOY Change	Engagement	YOY Change
Facebook	152,050	+3.6%	51,470	-1.3%
Instagram	111,137	+16.8%	41,546	-2.4%
Twitter	29,627	+1.4%	2,711	+5%
Pinterest	6,204	+8.2%	N/A	N/A
#VisitNapaValley	N/A	N/A	30,427	-28%

During June 2020, VNV social media channels reached more than 3.3 million people through organic posts.
During the first week of June VNV muted posts on all channels in response to the BLM movement.
June social strategy focused on welcoming back visitors who were ready to travel with soft calls to action and education on safety protocols, while still providing inspirational content to the large percentage of fans who were not yet ready to travel.
With news of wineries reopening on June 5, VNV social media engagement and impressions experienced a large spike.
While YOY total number of engagements are down on Facebook and Instagram due to less frequent posting, engagement rates per impression were up 56% on Facebook, 24% on Instagram, and 42% on Twitter for the month of June.

Top Performing Social Media Posts

Facebook:

Instagram:

Blog

6 blog posts published in June, including:

Your Very Own Private Getaway, Napa Valley-Style

June 11, 2020
Napa Valley Pride: Meet Jamie Cherry & Jim Gunther

June 18, 2020
Visiting Napa Valley: What You Need to Know

June 22, 2020
Best Restaurants to Dine Outside in Napa Valley

June 29, 2020

Consumer Email Marketing

Metrics (June 2020)	Open Rate	CTR
June 17	26.9%	1.24%

Earned

Media Relations

On June 5, the press release “Napa Valley Welcomes Back Visitors” was sent to all of VNV’s media contacts which generated extensive coverage on local and national TV outlets covering the “new NV guest experience” with elevated health and safety protocols.
VNV President and CEO Linsey Gallagher was interviewed on two television segments on KTVU-TV, the local FOX affiliate, as well as a segment on NBC which aired on 60+ affiliates. Additionally, VNV secured a feature on KPIX/CBS-TV on how Napa Valley hotels are keeping guests and employees safe.
Print and online media coverage announcing the reopening of Napa Valley businesses included AFAR; JustLuxe; the San Francisco Chronicle; the North Bay Business Journal; Travel Weekly; Hemispheres; the LA Times; and the San Francisco Business Times.
The press release Retreat to Napa Valley for a Long-Awaited Getaway was sent out on June 22 to highlight Napa Valley’s unique and diverse lodging experiences that provide a safe and private retreat for an overnight visit.
Napa Valley was nominated by the readers of Hemispheres magazine, United Airline’s inflight magazine for First and Business Class passengers, for the “Most Romantic American Destination,” “Best American Wine Region,” and “Best American Spa” categories in their inaugural Readers’ Choice Awards. Winners will be announced this fall.
From July 2019 – June 2020 VNV generated more than 1.1+ billion earned media impressions promoting VNV partners and the destination.

Media Coverage Highlights

3 Perfect Napa Valley Villas
June 19 | Hemispheres

Reopening: Tourists Slowly Returning to Napa Area Hotels
June 18 | KPIX/CBS

Reservations Filling Up as Tasting Rooms Reopen
June 13 | CBS/KPIX Segment

Napa Valley Hotels, Restaurants Reopen
June 12 | North Bay Business Journal

Ripe for Business: Napa Valley Prepares to Reopen
June 12 | NBC
(segment ran in more than 60 markets)

Napa Valley Hotels Are Springing Back to Life
June 12 | Napa Valley Register

California Begins Reopening for Travel
June 9 | AFAR

Tasting Room Reopens at Napa’s Oldest Winery
June 9 | KTVU

Napa Valley is Open!
June 6 | JustLuxe

Napa County Reopens Wineries
June 6 | San Francisco Chronicle

Articles with Top Reach

Sales

Travel Trade

6/10 - Overton Travel Webinar -
Napa Valley education for 20 travel agents in the south east
6/24 - Visit Napa Valley Webinar -
30 travel agents from Strong Travel, Valerie Wilson, ProTravel etc.

Group Meeting Planner

6/10 - Cliff Lede #WFH Virtual Wine Tasting event -
10 meeting planners from Bay Area Companies ie: Genentech, Veritas, Gilead, ITA Group and Autodesk
6/24 - Cakebread -
8 Meeting Planners from LinkedIn, Sutter Health, Bayer, Autodesk
6/19 - Bay area DMO Sales Leader Roundtable -
Discuss partnership opportunities with Bay Area DMO’s

Partnership

Ongoing - Connect with partners to maintain open businesses listing
6/29 - VNV Hotel Director of Sales Roundtable -
Discuss Events and Meetings Protocol
6/30 - Partnership Advisory Committee -
Discuss VNV Partnership Program Value Proposition

Community & Industry Relations

Community

President & CEO Linsey Gallagher led Market Calls on June 11 and June 26.
California State Senator Bill Dodd joined the June 11 Market Call to provide an update and answer questions.
The June 26 Market Call welcomed a panel to discuss operational best practices in roundtable format. David Ryan, GM at Meritage Resort and Vista Collina; Eden Umble, Hospitality & Marketing Director at Brannan Cottage Inn; Tom Davies, President of V. Sattui Winery; and Matt Guyot, Director of Sales for Brix Restaurant shared their insights on reopening best practices.

Industry

Linsey Gallagher was interviewed on the JCB Live podcast on June 17.
Linsey Gallagher was one of the 17 Professionals Selected for 20th North Bay Women in Business Awards.
In June, Linsey was interviewed on two television segments on KTVU-TV, the local FOX affiliate, as well as a segment on NBC which aired on 60+ affiliates on wineries reopening and the impact closures had on the region
Linsey was interviewed on the Shaping Opinion podcast about Napa Valley’s tourism industry during COVID-19.
Linsey Gallagher attended weekly CalTravel COVID-19 Task Force calls with other DMO leaders, as well as regular town TID meetings, Chamber check-ins, and Napa County Board of Supervisor meetings.

Welcome Center

Construction on the new Napa Valley Welcome Center at First Street Napa is moving ahead full steam, with painting and floors to be completed during July. The new Welcome Center will feature upgraded interactive digital displays and is tentatively scheduled to be completed Fall 2020.

Smith Travel Research Data

Smith Travel Research - Napa County
June	Occupancy	ADR	RevPAR	Revenue	Supply	Demand
2020	32.4%	$297.26	$96.35	$14.1M	147,150	47,696
2019	80.1%	$359.37	$287.89	$43.3M	150,690	120,718
YOY % Change	-59.5%	-17.3%	-66.5%	-67.3%	-2.3%	-60.5%

Smith Travel Research - Napa County
Calendar YTD June	Occupancy	ADR	RevPAR	Revenue	Supply	Demand
2020	37.5%	$250.11	$93.90	$74.5M	793,801	298,021
2019	70.4%	$310.69	$218.73	$198.7M	908,803	639,818
YOY % Change	-46.7%	-19.5%	-57.1%	-62.5%	-12.7%	-53.4%

Smith Travel Research
June 2020	Occupancy	YOY %	ADR	YOY %	RevPAR	YOY %
Napa County	32.4%	-59.5%	$297.26	-17.3%	$96.35	-66.5%
Sonoma County	48.9%	-40.4%	$115.54	-41.7%	$56.53	-65.2%
Monterey County	48.0%	-41.5%	$140.96	-51.4%	$67.68	-71.5%
San Francisco County	27.4%	-68.4%	$111.70	-57.8%	$30.65	-86.7%
American Canyon	40.0%	-55.8%	$108.86	-37.3%	$43.59	-72.3%
Calistoga	36.5%	-56.1%	$336.58	-5.9%	$122.75	-58.6%
Napa	29.7%	-62.9%	$199.34	-29.9%	$59.26	-74.0%
Yountville	27.7%	-60.7%	$528.62	-10.6%	$146.35	-64.8%
St. Helena
Unincorporated Co.	34.3%	-56.5%	$516.57	-6.7%	$176.97	-59.4%
Luxury	33.3%	-54.7%	$1056.76	9.6%	$352.35	-50.3%
Group	23.4%	-70.8%	$247.50	-22.1%	$57.81	-77.3%
Limited Service	47.8%	-43.3%	$127.27	-35.7%	$60.81	-63.6%

Smith Travel Research
Calendar YTD June 2020	Occupancy	YOY %	ADR	YOY %	RevPAR	YOY %
Napa County	37.5%	-46.7%	$250.11	-19.5%	$93.90	-57.1%
Sonoma County	48.6%	-33.1%	$131.72	-22.8%	$64.01	-48.4%
Monterey County	43.1%	-38.8%	$157.33	-26.7%	$67.78	-55.1%
San Francisco County	44.6%	-45.2%	$258.01	-8.9%	$115.18	-50.1%
American Canyon	44.6%	-44.8%	$111.16	-23.8%	$49.54	-58.0%
Calistoga	40.4%	-41.9%	$274.78	-15.2%	$110.87	-50.7%
Napa	38.1%	-46.6%	$197.25	-20.5%	$75.22	-57.5%
Yountville	34.0%	-50.4%	$422.48	-14.0%	$143.65	-57.3%
St. Helena
Unincorporated Co.	31.5%	-52.7%	$394.25	-15.8%	$124.15	-60.2%
Luxury	38.3%	-40.0%	$709.15	-12.5%	$271.45	-47.5%
Group	33.6%	-52.4%	$238.06	-14.6%	$79.94	-59.4%
Limited Service	44.1%	-40.8%	$128.75	-23.5%	$56.73	-54.7%

Visit Napa Valley Monthly Report

June 2020