Visit Napa Valley
Visit Napa Valley

Coronavirus Toolkit

Visitor Impact of Coronavirus


Updated: July 2, 2020 - 3:13pm


Napa County Resilience Roadmap - Dashboard

General Safety
At a press conference on June 24, 2020, Governor Newsom said California’s COVID-19 positive rate is increasing as the state reopens. Newsom warned that counties that fail to abide by the state’s COVID-19 guidelines, including the mandate that Californians must wear face coverings while in public, could face cuts in state funding targeting the coronavirus outbreak. Newsom said state agencies may also be enlisted to enforce the state coronavirus restrictions, including the Department of Alcoholic Beverage Control.

It is imperative that Napa Valley businesses, residents and visitors take the State and County guidelines seriously. Keeping businesses open depends on all of us, and we cannot afford to become lax with health and safety standards.

Recent Napa County cases have been linked to extended family gatherings, and we ask you to remind employees that safe health practices at home ensure that we can keep our businesses open and avoid another economic shut down, the loss of jobs and additional family hardships.

In addition to educating staff, educating consumers is of critical importance. All businesses should post clear reminders regarding safety protocols, and ensure that both staff and customers maintain social distancing and wear face coverings when required. We’ve worked hard to reopen Napa Valley, and now we need to remain vigilant to move forward in our recovery.

Groups / Events
The current California and Napa County orders state that all intentional public and private gatherings of any number of people occurring outside of a single quarantined household are prohibited. This includes, but isn’t limited to, weddings, meetings, events, wine pick-up parties, social parties, etc., both indoors and outdoors. These events fall under “gatherings” and are not allowed until Stage 4. All events or gatherings that would bring together persons from different households must be canceled or postponed until further notice from the State and County.

Visit Napa Valley is working with our Hotel Advisory group to draft event guidelines to provide the guidance to the Napa County Public Health Department on protocols, so we are prepared when the State allows.


Health and Safety Protocols

Talking Points

Suggested Talking Points for Guests and Employees

It is important to manage expectations and be transparent about the modified guest experience, while continuing to provide warm hospitality.

  • Napa Valley’s tourism businesses are proud to be responsibly reopening, adhering to and exceeding industry best practices for safety, cleanliness and hygiene to protect visitors, employees and community members.
  • Social distancing, indoor and outdoor mask use, limited occupancies, advanced reservations, and other health protocols are required by the Napa County Public Health Officer.
  • On June 18, 2020, the State of California issued new face covering requirements. In general, face coverings are required inside all buildings that are open to the public, when waiting in line to access an indoor public space, including restaurants, wineries, and retail shops, or when outside and six feet of distance cannot be maintained from those not in your household. Masks may be removed when eating and drinking, or when engaged in outdoor activities.
  • Napa Valley’s rural, agricultural setting and spacious landscapes naturally allow for a socially distanced experience while still enjoying all that Napa Valley has to offer.
  • The California Department of Health published additional industry sector guidelines, allowing Napa County to open hotels, wineries, and tasting rooms, in addition to restaurants and retail shops.
  • Not all businesses are open. Please make and/or confirm reservations directly, as individual businesses will open on their own timeline.
  • All orders are subject to public health conditions and may be revised at any time.
  • Napa Valley is committed to the highest safety standards by going above and beyond mandated requirements in order to protect the health and welfare of employees, guests, and our community while providing world-class hospitality.
    • *When asked, be prepared to provide examples of newly established health & safety standards to protect the health & safety of both guests and employees. For example:
      • Sanitizer stations are located in all public spaces; and guest areas are fully sanitized with UV light sterilizers prior to each guest arrival and after each guest departure.
      • All guest contact points - including restrooms; countertops; chairs; tables; and door handles are sanitized on an on-going basis using CDS/OSHA approved cleaning supplies.
      • Employees will receive temperature checks before each shift and wear face coverings/protection at all times.
      • All guest seating will be outdoors and include appropriate social distancing practices.

Napa Valley Recovery Promotional Efforts

Phased Approach

Phase I — Loyalists, March–May ‘#WFH Wine From Home

Phase II — Local, May–July ‘Napa Valley Spirit

Phase II — Drive Market, June–July ‘Better With Time

  • Video
  • Due to a growing number of businesses boycotting paid media on Facebook and Instagram during the month of July, VNV has moved dollars to Paid Search and Google Display Network. Organic postings on these channels will continue.
  • We encourage you to utilize Better With Time messaging in your social media, email and other communications. You can view copy examples in the deck above, and download graphics to use with your own images.

Phase III — California, August–December ‘Raise a Glass’

Advertising Plan - Incremental Media and Cooperative opportunities
Contact to participate.

Research & Analysis

Business / Economic Impact
Smith Travel Research - Preliminary Data
Jun 1–27 Occupancy ADR RevPAR Revenue Supply Demand Occupancy
w 2019
2020 30.9% $295.69 $91.37 $11.9M 131,328 40,581 29.9%
2019 80.2% $356.60 $285.93 $38.7M 135,621 108,744  
YOY % Change -61.5% -17.1% -68.0% -69.1% -3.2% -62.7%  


Smith Travel Research - Preliminary Data
Weekly Data Occupancy ADR RevPAR
Jun 21–27 39.6% $338.32 $134.05
Sun–Thu 32.2% $298.98 $96.18
Fri–Sat 58.1% $393.34 $228.74


Consumer Sentiment

VNV Sales & Marketing



  • 6/29 - VNV Hotel Director of Sales Roundtable
  • 6/30 - Partnership Advisory Committee


Upcoming Sales:

Travel Trade:

  • 7/18 - Visit California CA Connections Virtual Event
  • 7/22 - TravPro Media - Virtual Trade Show


  • 7/30 - American Bar Association virtual trade show


Owned - Social Media
  • Since the March 17 SIP order, Visit Napa Valley social media channels have reached nearly 6.8 million people organically.
  • While social engagement is beginning a slow descent to normalcy after a three-month spike, overall social media usage in the United States is still up nearly 30% compared to pre-Covid levels.
  • VNV social media engagement is up 137% on Facebook, 105% on Instagram and 48% on Twitter compared to this time last year.
  • VNV social messaging continues to provide important information to potential visitors regarding open businesses and safety protocols. We are using social, in conjunction with the VNV website, as the primary channels to educate visitors about traveling responsibly, minding protocols, and respecting the destination.
  • Many large companies are signing on for the July “Facebook Boycott,” which applies just to paid advertising (not organic posting). VNV plans to post on Facebook and Instagram throughout July per usual.







Owned - Website

Overall trends in website traffic since March 19 SIP:

  • The week of Mar 19 saw the lowest point in traffic (-77% over last year).
  • Each week following Mar 26 saw incremental increases.
    • The geolocation of visitors during this time was overwhelmingly local to Napa, as we were a trusted source for local information.
    • Coronavirus information and Wine From Home virtual content and blog posts were the most popular pages on the site.
    • The DMO industry as a whole saw the same trends in traffic during this time.
  • On Jun 5 came the announcement of the wineries opening, and traffic spiked to levels nearly equal to the same time last year.
    • The Open Businesses page became the most popular page, and other tourism related pages saw more traffic again. Pages related to outdoor activities also increased in popularity.
    • Paid advertising began driving traffic to campaign pages on the site.
    • The geolocation of visitors switched back to the drive market.

Jun 25 - Jul 1:

  • We saw an increase in Coronavirus (+68%), Open Businesses (+11%) and Wineries (+13%) pageviews over the previous week, ahead of the July 4th weekend.
  • The most popular pages are more closely matching the pre-Coronavirus trend of Wineries, Winery Map, Hotels, Michelin Restaurants, Wine Tasting Rooms, Tours, Things to Do.
  • Traffic to the events page continues to be low, as in-person events are not allowed.


Owned - Consumer Email

"A Totally Private Getaway, Napa Valley-Style" was sent 7/1,
and resent to unopeneds 7/4

Consumer #1



Direct Sales

Ongoing outreach to Meeting Planners and Travel Trade through newsletters every other week with #WFH (Wine From Home) messaging.

Sales #1


Earned Media
  • Napa Valley’s health and safety protocols continue to be our primary message to the media, including that the use of masks and social distancing is now mandatory in Napa Valley, both indoors and out - when not able to be a minimum of six feet apart.
  • Media outlets continue to focus on the future of travel and the new guest experiences as a result of COVID. Please continue to share how you are adapting your business model to accommodate safety protocols as well as anecdotes from visitors on their experiences while in Napa Valley.
  • During the week of June 22 – 26, VNV participated in the virtual “New Travel Conference,” founded by Jack Ezon from Embark Beyond, and travel writers Pavia Rosati and Shivani Vora. Key takeaways from presentations and panels on new visitor travel patterns include:
    • Extending the length of their stays and working from their destinations/hotel
    • Seeking “off the beaten path” hikes and walks and other ways to exercise outdoors
    • Focusing on yoga and meditation and other “calming” activities
    • Greater interest in “giving back” and feeling good about the choices they make on where to stay; eat; and shop
    • Researching the health and safety protocols of destinations and hotels and restaurants to provide a sense of added comfort
    • Private tours and experiences
    • Supporting minority owned businesses
    • Curated itineraries that include little known experiences that allow more local engagement
    • Immersing in local culture
  • Anticipated Upcoming Media Coverage:
    • Global Traveler – Q&A with Linsey Gallagher on the new NV visitor experience
    • Hemisphere’s Magazine -- “Three Perfect Days in Napa Valley” (slated for Sept. 2020)
    • RM World Travel radio -- interview with Linsey Gallagher and hosts Robert & Mary Carey on the new NV visitor experience
    • Santa Barbara Life & Style – a girlfriend’s getaway in NV – slated for Sept. 2020
    • Shaping Opinion Podcast – Linsey Gallagher was interviewed by Tim O’Brien on the new NV visitor experience
    • – wellness story on new spa experiences


Recent News

Operational Best Practices


Once you decide when to reopen your business and welcome guests, consider the following communication channels to share hours of operation; your reservation policy; as well as health and safety practices and sanitation protocols to mitigate guest concerns:

  • On your website home and reservations pages
  • On your main phone line
  • Storefront signage (printed in an easy-to-read font, not handwritten)
  • Signage in public areas
  • Social Media Channels


Guest Reservations

Communicate health & safety protocols as part of the reservation process, including encouraging guests to bring and wear face coverings in public areas and respect the practice of social distancing.


Guest Safety
  • Clearly display health & safety requirements in multiple locations in all public areas
  • Provide hand sanitizer stations in all public areas
  • Utilize “contactless” payment methods if possible
  • Disinfect areas after each guest experience (countertops; tables; chairs; etc.)
  • Post CDC guidance on proper hand washing practices in all restrooms (consider posting this information in multiple languages to broaden guest communication)


Guest Experience

Set expectations about the guest arrival and be transparent about updates or revisions to the guest experience. For example:

  • Will you take the temperature of the guests when they arrive?
  • Will guests be asked to wear face protection while in public?
  • Will valet parking be available or will guests need to self-park?

For hotels and resorts:

  • Will spa and Fitness Centers be available and if so, what will be the new protocol? Will in-room dining be offered?
  • Will reservations be necessary to swim or sit at the pool?
  • Will restaurant reservations be necessary?
  • Will housekeeping services be provided/adjusted?

Key Resources

We also encourage you to refer to our tourism industry partners:

CDC Information

View Frequently Asked Questions from the CDC, which includes:

  • Coronavirus Disease Basics
  • How it Spreads
  • How to Protect Yourself
  • Symptoms and Testing

View FAQ


View Five Facts from the CDC about Coronavirus, which includes:

  • For most people, the immediate risk of becoming seriously ill is currently low
  • Simple things to do to keep yourself and others healthy

View Facts