Visit Napa Valley
Monthly Report
February 2021
Consumer Strategy
Napa Valley hotels fully reopened to leisure visitors this month, with outdoor wine tasting and limited indoor seating in restaurants when the state Stay At Home order was lifted on January 25. Visit Napa Valley has capitalized on great weather, pent up demand, and the Valentine’s and Presidents Day holidays to drive leisure demand in the regional market. With peak weekends, and reservations at a premium, Visit Napa Valley is focused on midweek visitation messaging, along with continuing COVID protocols to ensure a safe and enjoyable visit. Visit Napa Valley also further unveiled new positioning and branding, with new creative assets to continue to attract the core luxury Napa Valley visitor, while also inviting that next generation wine lover with a fun and approachable message.
Paid
Media Plan
"Raise a Glass" 2.0 Campaign
Report Period: 1/29/21–2/28/21
Media Channels & Partners:
- Display/Native: Google Display Network, AdTheorent
- Social: Facebook/Instagram
- Search: Google Search
- Video: YouTube
Goal:
- Drive awareness with increased consideration and intent efforts
- Welcome consumers and back to visit when they feel ready
- Hotel Co-Op to extend reach and drive immediate room nights
"Raise a Glass" 1.0 Total Delivery (Sep–Feb):
- The campaign continues to show strong engagement with the CTR exceeding goal by 1.4x
- Quality traffic driven to the website shown by high volume of session delivery, on track to over deliver goal by end of campaign
- Video units reached an interested audience with video view rate remaining steady across RAG 1.0 and RAG 2.0, exceeding goal
"Raise a Glass" Total Highlights (Feb)
Expedia Co-Op (2/1-28):
- 24 Napa Valley hotels participating, including 12 small inns
- 4.4M impressions
- 3.5K Napa County room nights
- $1.1M Napa County gross bookings
- 38:1 ROI
Facebook/Instagram (1/29-2/28):
- ThruPlay rate is strong at 49% well over the 25% goal
- Strong view rates were generated across all target segments (Luxury, Aspirational, Retargeting) between 47%-50%
- Rolling Hills creative is performing the best at 52%, compared to Wandering Trails at 50% and :30 Video at 29%
- Single Image CTR was strong, 4x better than anticipated at 1.6% (goal 0.40%)
- The Aspirational audience generated the highest CTR at 1.93%
- Strong CTR led to over 10.8K sessions with a TOS at 0:22, over goal at 0:20
- Wineries and General Ad creatives delivered a low TOS of 0:08 and were paused to help improve overall TOS
AdTheorent (2/15-2/28):
- Although the campaign is still ramping up the Pre Roll video and CTV placements reached an interested audience with a strong video completion rate of 96%
- Rich media units have tracked a strong in unit engagement rate of 17.47%, well above platform benchmark of 10-15%
- Rich Media units accounted for 39% of total impression delivery
- Display units generated a 0.24% CTR, above platform benchmark at 0.15-0.20%
- 923 sessions were tracked with an average site duration of 0:28, just shy of 0:30 goal
- We will continue to monitor TOS as campaign levels out
YouTube (1/29-2/28):
- Initial performance is strong with a video completion rate of 52%, above goal 40%
- The :30 video was the top performer across audiences (Aspirational & Luxury) with a 70% completion rate
- 197K video views were tracked, on track to over deliver against campaign goal
GDN (1/29-2/28):
- Engagement was strong with a high CTR of 1.02% (goal 0.70%)
- Both the Aspirational and Luxury audiences performed similarly with CTRs at 1.06% and 0.96% respectively
- Over 10K sessions were generated with an average session duration of 0:28, over delivering against both goals
SEM (1/1-2/28):
- SEM launched 1/1 and drove quality traffic to the website with a strong CTR of 10.67%, exceeding goal (8%) by 133%
- Just shy of 5K sessions were generated reaching an interested user with an average session duration of 2:07 (goal 1:00)
- Recommend updating sessions goal to 6,120 for the campaign due to strong initial performance
Owned
Website
- In February, organic search traffic to the site was only down -4% over the same time last year, which was the last full month before Covid restrictions started.
- Traffic to the website continues to steadily increase since the stay-at-home order was lifted at the end of January.
- Search volume for 'Napa winery map' (-46% YoY) and 'airports near Napa' (-48% YoY) are still down, and traffic to the Events page is down -72% YoY.
- Pages that continue to do well: Wineries (+54% YoY), Michelin Star Restaurants (+18% YoY), Coronavirus, Open Businesses, and Virtual Tastings and Special Shipping Offers article.
- The Raise a Glass campaign also continues to drive traffic to the ad landing page on the website, with an average of 2 minutes 38 seconds time spent on the page.
Top Pages Viewed (February 2021)
* compared to previous year
Top Cities by Sessions in CA & outside CA (February 2021)
* compared to previous year
Sessions for the previous 12 months
| Channel (February 2021) |
Following |
YOY Change |
Engagement |
YOY Change |
| Facebook |
152.8K |
+1% |
39.1K |
+39% |
| Instagram |
123.4K |
+14% |
36.6K |
-8% |
| Twitter |
29.6K |
+1% |
2.2K |
+20% |
| Pinterest |
5.9K |
-4% |
N/A |
N/A |
- February social media highlighted spring-like weather and exploring the outdoors in the valley, and inspirational posts about working from wine country and using PTO to visit midweek were frequent reminders to boost midweek visitation.
- Napa Valley Restaurant Weeks in St. Helena and Calistoga wrapped up the 5-week program. In addition to regular posts, Restaurant Week Instagram Guides were created for each town.
- A renewed Pinterest strategy incorporating more UGC is driving significant traffic to the website.
- Social listening determined that fans continue to be confused about what is open and Covid restrictions. What’s Up Wednesday social media stories were introduced each Wednesday, explaining what is open in Napa Valley and reminding potential visitors to travel safely in advance of the weekend.
- Visit Napa Valley began adding Reels to our Instagram content mix - the Traveling the World in Napa Valley video garnered 36.8K views and 56 comments.
- Visit Napa Valley started a TikTok account with the goal to slowly build organic followers and begin testing content strategy. This channel will tie into VNV’s overarching goal of attracting a younger demographic to the Napa Valley.
Top Performing Social Media Posts
Restaurant Week(s) Social Media Posts
Blog
5 articles published in February, including:
Content
Feb. 24-27 — Conducted photo and video shoot in each town and region of Napa Valley including select lodging and winery locations to capture additional content for ongoing promotions. More to come.
Consumer Email Marketing
| Metrics (February 2021) |
| Date Sent |
Feb 10 |
Feb 24 |
| Open Rate |
27.0% |
30.8% |
| CTR |
3.91% |
4.13% |
| Top Clicks |
- Wine Tours & Transportation
- What to Pack and Wear
- Special Offers
|
- Working Remotely from Wine Country
- Winery Map
- Best Places to Hike
|
Sales
Travel Trade
- Hosted a Napa Valley webinar with five hotel partners (Andaz, Bardessono, Dr. Wilkinson’s, Embassy Suites & Silverado Resort) for TravelAge West agents & subscribers. There were 1,100 registrants for the webinar and 850 viewed live.
- Met with Academic Travel Abroad in developing a Napa Valley tour for Country Living Magazine.
- Prepared presentation and itineraries for the Wine MVP for future wine tours.
- Provided five travel agent referrals with 62 partners suggested.
|
Group Meeting Planner
- Received and distributed 26 meeting leads and 4 service leads.
- Three planners booked meetings for later in 2021 and 2022, confirming almost 100 room nights to Napa Valley.
- Conducted a site visit with a HelmsBriscoe planner for a Sept. 2022 meeting with more than 500 room nights.
- Renewed Global Cynergies Meeting Planner contract.
|
Partnership & Guest Experience
Napa Valley Welcome Center
- 1,136 visitors
- 203 Partner referrals from the digital itinerary builder.
- Traffic continues to pick up on Thursday and Mondays, and Saturdays are very busy.
Where are they visiting from?
|
Partnership
- 40 renewals and counting, including 10 Founder’s Circle members
- Meetings with Domaine Chandon, The George, Ace and Vine, River Terrace Inn
- Participated in Calistoga and St. Helena Coalition and Napa Valley Hospitality Forum
Are you interested in partnering with Visit Napa Valley?
Find Partnership information
|
Community & Industry Relations
Smith Travel
Research Data
| Smith Travel Research - Napa County |
February |
Occupancy |
ADR |
RevPAR |
Revenue |
Supply |
Demand |
| 2021 |
42.3% |
$239.82 |
$101.37 |
$13.3M |
131,264 |
55,485 |
| 2020 |
66.6% |
$271.67 |
$180.97 |
$25.5M |
141,120 |
94,005 |
| YOY % Change |
-36.5% |
-11.7% |
-44.0% |
-47.9% |
-7.0% |
-41.0% |
| Smith Travel Research - Napa County |
Calendar YTD
February |
Occupancy |
ADR |
RevPAR |
Revenue |
Supply |
Demand |
| 2021 |
31.3% |
$213.17 |
$66.70 |
$18.4M |
276,561 |
86,542 |
| 2020 |
60.4% |
$256.70 |
$154.93 |
$46.1M |
297,360 |
179,475 |
| YOY % Change |
-48.2% |
-17.0% |
-56.9% |
-60.0% |
-7.0% |
-51.8% |
| Smith Travel Research |
February 2021 |
Occupancy |
YOY % |
ADR |
YOY % |
RevPAR |
YOY % |
| Napa County |
42.3% |
-36.5% |
239.82 |
-11.7% |
101.37 |
-44.0% |
| Sonoma County |
50.4% |
-28.3% |
135.63 |
-12.5% |
68.37 |
-37.2% |
| Monterey County |
43.2% |
-31.8% |
169.70 |
-15.5% |
73.29 |
-42.4% |
| San Francisco County |
30.5% |
-60.3% |
111.24 |
-57.7% |
33.94 |
-83.2% |
| American Canyon |
66.4% |
-15.3% |
88.83 |
-27.2% |
58.97 |
-38.3% |
| Calistoga |
60.4% |
-8.1% |
305.72 |
640.0% |
184.69 |
-2.2% |
| Napa |
37.0% |
-45.9% |
174.25 |
-22.1% |
64.45 |
-57.8% |
| Yountville |
40.1% |
-35.8% |
480.75 |
11.9% |
192.81 |
-28.1% |
| Unincorporated Co. |
36.5% |
-37.9% |
389.50 |
-2.9% |
142.34 |
-39.7% |
| Group |
27.8% |
-58.7% |
226.12 |
-10.0% |
62.84 |
-62.8% |
| Limited Service |
57.9% |
-17.6% |
110.96 |
-25.5% |
64.29 |
-38.6% |
| Smith Travel Research |
Calendar YTD
February 2021 |
Occupancy |
YOY % |
ADR |
YOY % |
RevPAR |
YOY % |
| Napa County |
31.3% |
-48.2% |
213.17 |
-17.0% |
66.70 |
-56.9% |
| Sonoma County |
44.3% |
-31.9% |
126.86 |
-15.8% |
56.23 |
-42.7% |
| Monterey County |
37.8% |
-36.3% |
145.29 |
-20.1% |
54.89 |
-49.1% |
| San Francisco County |
27.8% |
-62.3% |
108.00 |
-64.4% |
30.02 |
-86.6% |
| American Canyon |
61.2% |
-17.4% |
87.99 |
-22.3% |
53.84 |
-35.8% |
| Calistoga |
43.4% |
-30.2% |
285.93 |
3.2% |
124.04 |
-28.0% |
| Napa |
27.0% |
-56.1% |
158.37 |
-24.6% |
42.79 |
-67.0% |
| Yountville |
23.6% |
-57.4% |
489.03 |
17.5% |
115.35 |
-49.9% |
| Unincorporated Co. |
26.1% |
-49.8% |
337.04 |
-11.7% |
88.11 |
-55.7% |
| Group |
17.9% |
-70.2% |
214.04 |
-10.0% |
38.21 |
-73.1% |
| Limited Service |
51.7% |
-20.0% |
107.16 |
-22.5% |
55.45 |
-38.0% |
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