Napa Valley vineyard

Visit Napa Valley
Monthly Report

November 2020

 
 

Marketing

 

Consumer Strategy

 

VNV COVID-19 Marketing Recovery Plan

 

A phased response was developed to provide a messaging roadmap for COVID-19 recovery, and continually adjusted based on consumer sentiment and local conditions.

In November, we continued our Raise A Glass theme, officially kicking off Cabernet Season and looking towards the holidays. Messaging conveyed the cozy atmosphere and the joys of an al fresco rural lifestyle of the Napa Valley to our local urban drive market, (#BYOB bring your own blanket). Autumn colors, red wine, fire pits, heated dining, endless views, outdoor exploits, hot mineral springs, comfort food, and holiday shopping and decor — along with the health and safety measures taken to protect our visitors, employees and the community.

 

 

Paid

 

Media Plan

VNV COVID-19 Marketing Recovery Plan

 


 

"Raise a Glass" Campaign

A $225,000 Raise A Glass advertising campaign was planned for September - December 2020 to maintain the foundational layer, reaching prospects through channels where they spend the most time, while adding high reach vehicles to generate broad awareness and interest in the destination.

Report Period: 11/1/20-11/30/20

Media Channels & Partners:

  • Out-of-home: Clear Channel Outdoor
  • Audio Streaming & Display: Pandora
  • Display/Native: Google Display Network
  • Social: Facebook/Instagram
  • Search: Google Search
  • Video: YouTube


Goal:

  • Drive awareness with increased consideration and intent efforts
  • Welcome consumers and groups back to visit when they feel ready
  • Drive interested audiences to the website to explore and plan their visit, linking to partner content

 

  • 3.8M

    Impressions

  • 0.57%

    CTR

  • 17.8K

    Site Sessions

  • 00:35

    Time On Site

  • 02:02

    Time On Page

 

Paid Advertising

Paid Advertising - Pandora

Paid Advertising

Paid Advertising

Paid Advertising - Pandora



"Raise a Glass" 1.0 Total Delivery (Sep-Nov):

Paid Campaign Summary

 

  • Overall the campaign has generated strong engagement with a high CTR and over delivery on sessions
  • Regular optimizations has resulted in efficiencies in driving site traffic, with cost per session improving to exceed goal through the end of November
  • Overall impression delivery has been impacted by heavy competition with election ads and holiday shopping causing CPM to be higher than anticipated, also as some channels ran longer than initially planned due to pauses for fires.

 



"Raise a Glass" Key Highlights (Nov):

Facebook/Instagram:

  • Overall, Video 0:15 ThruPlay Rate improved MoM coming in at 59% (42% in October)
    • Strong view rates were generated across all target segments (Luxury, Aspirational, Retargeting, and Lookalike), all above 55%
    • Dive Right In creative performed the best with a 61% ThruPlay Rate, compared to World Class at 57%
  • Single Image CTR remained strong with an overall of 1.22%, well over goal at 0.40%
    • All four audience segments performed well with CTR over 1.0%, with Aspirational leading at 1.43% CTR
    • Overall TOS came in at 0:19, slightly under goal (0:20), in-line with previous performance
      • Retargeting audience produced the highest TOS at 0:39
      • General Sell creative generated a low TOS at 0:07 and was paused to help improve overall performance


YouTube:

  • Performance remained strong and above goal with a completion rate of 54% (goal 40%)
    • The Aspirational Audience was the top performing with a completion rate of 56%, in-line MoM, compared to Luxury at 50%
    • Overall, Poolside continued to be the top-performing creative

Google Display Network:

  • CTR showed strong improvement MoM with a 1.36% CTR, compared 0.71% CTR in October
    • All three audiences showed strong engagement with Luxury and Retargeting segments at the top with a 1.41% CTR
  • Overall, TOS remained strong at 0:36, up from 0:32 in September
    • Retargeting audience generated the most interest with a high 0:43 TOS


SEM:

  • CTR improved MoM coming in at 11.71% from 10.13% in October (goal: 8%)
    • TOS has also improved MoM coming in at 2:51, up from 5-seconds, well above goal
    • 60% of search terms were driven by Dining, Brand, and Wine keywords

 

 


 

Paid Advertising - YouTube

Paid Advertising

Owned

Website

  • 127.4K

    Sessions

  • 284.8K

    Pages Viewed

  • 02:24

    Time On Site

  • 32.0K

    Partner Referrals

  • Since last month, organic search traffic to the website is up 12%, paid search is up 29% and display network traffic is up 499%. After the Glass Fire in September, we resumed paid advertising in November, and organic traffic also rebounded.
  • Organic search traffic is just slightly down by -1% YoY. There are a couple of top-performing organic search pages that are showing decreases YoY - the home page (-21%) and the winery map page (-42%). This is the result of search volume for top keywords, such as “napa,” “napa valley,” and “napa winery map” decreasing YoY.
  • The content that is performing well is the Coronavirus page, Wineries (+51% YoY), Michelin Starred Restaurants (+31% YoY), Things to Do (+84% YoY), and Napa Valley Zoom Backgrounds blog post.

 

 

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

 

 

Top Cities by Sessions in CA & outside CA (November 2020)
* compared to previous year

 

Sessions since January 1

 

 


 

Social Media

Channel (November 2020) Following YOY Change Engagement YOY Change
Facebook 153.0K +1.4% 33.1K -72%
Instagram 118.3K +14% 35.5K -35%
Twitter 29.8K +1% 1.6K +4.8%
Pinterest 6.0K -.05% N/A N/A
  • November social strategy focused on embracing the outdoors for a mild fall/winter in Napa Valley, showing off gorgeous fall foliage, and inviting our CA neighbors to enjoy a wine country escape.
  • Towards the end of the month, VNV focused on enjoying holidays in the towns, and our Napa Valley Gift Guide was featured to boost holiday shopping.
  • Although the total number of engagements are down compared to last year due to a decrease in post frequency, engagement rate per impression is +42% on Facebook and +30% on Instagram.
  • Town Instagram takeovers highlighted fall foliage.

 

 

Top Performing Social Media Posts

Facebook:

 

Instagram:

 

 


 

Blog

6 blog posts published in November, including these 4:

 

 


 

Consumer Email Marketing

Metrics (November 2020) Open Rate CTR
Nov 4 26.7% 1.83%
Nov 18 27.9% 2.83%

Consumer Email #1

 

Consumer Email #2

 

Earned

Media Relations

  • VNV pitched the Welcome Center reopening to local outlets, secured coverage in Napa Valley Register, Wine Industry Network, Napa Life, and NBBJ.
  • Casey Gillepsie from Marin Living Magazine visited Napa Valley to research a Calistoga-focused story.
  • VNV and AMPR coordinated on updating a target influencer list for holiday outreach.
  • VNV/AMPR continued to pitch Cab Season and Why to Go to Napa Valley 2021.
  • VNV/AMPR explored partnership opportunities with Surf Air.
  • VNV partnered with Clif Family on a Celebrity Cycling Routes program.
  • VNV partnered with women winemakers and West Wine Tours to create a Women in Wine tour.

 

Media Coverage Highlights

‘Layers of crises’: Napa wine and tourism industries navigate the virus and fires
NOVEMBER 2  |  North Bay Business Journal

Napa Valley Welcome Center Opens in New Downtown Napa Location
NOVEMBER 9  |  Wine Industry Network

California wine country adapting to annual wildfire threat
NOVEMBER 9  |  ABC News

Napa Valley Welcome Center relocates to familiar place
NOVEMBER 14  |  Napa Valley Register

How to Support California Wine Country With a Visit This Winter
NOVEMBER 16  |  Conde Nast Traveler

Holiday Gift Guide 2020: The Best Luxury Napa Valley Cabernet Sauvignon Wines
NOVEMBER 19  |  Forbes

How Wine Country is Adapting to Climate Change
NOVEMBER 23  |  KQED

Napa Valley's restaurants brace for dark, uncertain winter ahead
NOVEMBER 26  |  Napa Valley Register

 

 

Articles with Top Reach

 


Sales


Travel Trade

  • Delta Airlines Travel Agents Webinar
    • 250 Agents Attended the Webinar
    • Hosted by Visit Napa Valley and Clif Family Wines
  • Visit California Star Program
    • International platform that educates travel agents on California destination Napa Valley
    • Agent certification of Napa Valley knowledge to sell destination

 

Group Meeting Planner

  • ITA Group Meeting Planner Virtual
    • Wine Tasting Hosted by Cakebread Cellars
  • 14 Group Sales Leads

 

Partnership

  • Lodging Partner Visits/ Introductions/ Trends/ Needs:
    • Meritage/Vista Collina
    • Carneros Resort
    • Embassy Suites
    • Auberge Du Soleil
    • Hilton Garden Inn
    • Bardessono/Hotel Yountville
    • Silverado Resort
    • Napa Valley Lodge
  • * additional visits planned

 


Napa Valley Welcome Center

Napa Valley Welcome Center
Napa Valley Welcome Center video wall
Explore microsite on mobile

 


Community & Industry Relations


Community

  • Community Organizations Active in Disaster – 11/30
    • Introduction to organization and sub committees

 

Industry

  • GIN – Guest Industry Network – 11/19
    • Introduction of Whitney MacDonald and Philip Hansell to group. Reports of townships activities/ attractions
  • Bay Area DMO Meeting – 11/20
    • Discussed current challenges and competition of other states being open for meetings/ gatherings. TOT/TID. Shared virtual engagement – Trivia anyone?

 

Welcome Center

  • Opened November 12 at First Street Napa!
  • More than 1,200 guests, and active retail sales
  • Many guests were Napa Valley locals who were excited to see the new space, and to have VNV back and active in the community
  • New digital “no touch” concierge service to build itineraries for the visitors is well received
    • Guests enjoy the personalized QR code to download the itinerary right to their phone
    • Through this system we are able to focus qualified guests to their ideal restaurant, winery, or activity.

 

Smith Travel
Research Data

Smith Travel Research - Napa County
 
November
Occupancy ADR RevPAR Revenue Supply Demand
2020 45.5% $260.44 $118.43 $16.9M 142,980 65,016
2019 70.2% $318.92 $223.83 $33.6M 150,360 105,529
YOY % Change -35.2% -18.3% -47.1% -49.7% -4.9% -38.4%
 
Smith Travel Research - Napa County
Calendar YTD
November
Occupancy ADR RevPAR Revenue Supply Demand
2020 43.0% $269.96 $116.2 $175.9M 1,513,671 651,514
2019 73.7% $342.81 $252.61 $422.6M 1,672,829 1,232,683
YOY % Change -41.6% -21.3% -54.0% -58.4% -9.5% -47.1%
 
Smith Travel Research
 
November 2020
Occupancy YOY % ADR YOY % RevPAR YOY %
Napa County 45.5% -35.2% $260.44 -18.3% $118.43 -47.1%
Sonoma County 49.4% -32.6% $141.96 -16.2% $70.17 -43.6%
Monterey County 45.1% -32.9% $199.02 -4.3% $89.79 -35.8%
San Francisco County 31.1% -60.8% $117.01 -59.2% $36.36 -84.0%
American Canyon 67.4% -19.0% $97.98 -29.8% $66.01 -43.1%
Calistoga 56.1% -11.1% $330.90 0.2% $185.54 -10.9%
Napa  43.2% -40.6% $188.20 -24.8% $81.29 -55.3%
Yountville 31.6% -52.4% $593.59 9.6% $187.63 -47.8%
Unincorporated Co. 44.1% -31.7% $408.12 -17.6% $180.08 -43.7%
Luxury            
Group 34.3% -52.3% $236.15 -16.6% $81.00 -60.2%
Limited Service 66.2% -12.6% $126.17 -22.0% $83.57 -31.8%
 
Smith Travel Research
Calendar YTD
November 2020
Occupancy YOY % ADR YOY % RevPAR YOY %
Napa County 43.0% -41.6% $269.96 -21.3% $116.20 -54.0%
Sonoma County 54.2% -28.3% $140.78 -23.2% $76.30 -44.9%
Monterey County 48.7% -34.1% $182.62 -21.5% $89.03 -48.3%
San Francisco County 40.8% -51.3% $215.98 -22.9% $88.06 -62.5%
American Canyon 56.2% -32.6% $110.32 -29.1% $62.02 -52.2%
Calistoga 45.9% -36.7% $313.54 -9.4% $143.96 -42.7%
Napa  43.5% -41.6% $198.86 -26.9% $86.57 -57.3%
Yountville 36.4% -49.4% $524.24 -5.4% $190.87 -52.1%
Unincorporated Co. 36.6% -47.7% $473.77 -9.4% $173.49 -52.6%
Luxury 41.5% -38.9% $912.88 0.2% $378.40 -38.8%
Group 36.3% -50.7% $244.26 -19.9% $88.62 -60.5%
Limited Service 55.9% -28.4% $133.16 -26.7% $74.40 -47.5%
 
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