Visit Napa Valley
Monthly Report
November 2020
Consumer Strategy
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
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
"Raise a Glass" 1.0 Total Delivery (Sep-Nov):
- 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
Owned
Website
- 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
| 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
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% |
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
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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