Visit Napa Valley
Visit Napa Valley

Coronavirus Toolkit

Visitor Impact of Coronavirus

 

Updated: April 3, 2020 - 3:54pm

On March 19, Gov. Gavin Newsome announced a statewide shelter-in-place order, asking all residents to stay at their place of residence until further notice. The Federal government extended social distancing guidelines through April, and Napa County Public Health officials also extended the shelter-at-home order through April 30, to be consistent with similar orders throughout the Bay Area.

Exceptions for essential businesses or workers include:

  • Restaurants and other facilities that prepare and serve food, but only for delivery or carry out.
  • Winery operations for agricultural and food supply chain workers. This includes grape-growing activities, winemaking, processing activities and fulfillment of sales. (It does not allow for tours, tastings or marketing-related special events.)
  • Further restrictions on Hotel operations are outlined below (click image to enlarge):
    COVID-19 Napa County Shelter at Home 4/3 (Part J)
 

Key Resources

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

Talking Points

Suggested Talking Points for Guests and Employees
  • The health and safety of our visitors, employees and our community is our top priority.
  • Gov. Gavin Newsom has ordered everyone in California to stay home indefinitely to slow the spread of coronavirus. Exceptions involve only essential trips, such as those for grocery shopping and health care appointments.
  • The governor’s order closes bars, wineries, breweries and brewpubs and restricts access to restaurants to take-out and delivery only.
  • California’s travel industry continues to cooperate fully with government and health officials to help mitigate the spread of coronavirus.
  • Public health officials emphasize that social distancing is the most important strategy to lessen the spread.
  • Outdoor exercise is allowed with proper social distancing, but it should be done close to home. If a safe distance in any public outdoor space cannot be maintained, you should depart.
  • Our 35-mile stretch offers endless opportunities to adventure outside and experience the beauty of the Napa Valley landscape, whether your respite includes a beautiful drive along the Silverado Trail, a hike in one of our state parks, or cycling along the Napa Valley Vine Trail.
  • Travelers in California should abide by the governor’s directive by staying in their accommodations until they can return home. We encourage guests to confirm or rebook reservations directly.
  • You can purchase Napa Valley wine directly from your favorite winery, enjoy virtual wine tasting experiences and local delivery. Restaurants continue to offer takeout for home or a secluded picnic. Napa Valley offers an excellent moment of local escape, to enjoy some outdoor exercise or a scenic drive.

Business Impact

US Travel commissions weekly updates from Oxford Economics modeling the expected downturns in the US travel industry in 2020 as a result of the Coronavirus.

Analysis by Tourism Economics shows a week by week outlook on travel spending in the U.S. including a look at regional and state-by-state breakdown. Findings from the April 2 report

Tracking Search and Booking Behavior - track travel-related consumer behavior with ADARA’s real-time data. See total searches and bookings week to week.

Smith Travel Research (STR) hosts weekly webinars with North America and global hotel data, including trends from past economic downturns.

In Napa County, occupancy remained flat over last week at 12%, down -83% YOY March 22-28. Overall preliminary STR numbers through March saw a -53% decline in demand. As most hotels continue temporary closures through April, occupancy is expected in the single digits throughout shelter in place orders.

Smith Travel Research - Preliminary Data
March 1-28 Occupancy ADR RevPAR Revenue Supply Demand
2020 32.1% $251.03 $80.48 $11.3M 140,756 45,127
2019 67.6% $279.15 $188.81 $26.5M 140,560 95,069
YOY % Change -52.6% -10.1% -57.4% -57.3% +0.1% -52.5%
 
Best Practices
  • Cancellation Policy — Well beyond closure of visitor-serving businesses, federal, state and local governments are asking for citizens to suspend discretionary travel. Thus in good faith and hospitality, businesses should strongly consider relaxing cancellation policies. As a guide, you can view major hotel chain policies as they relate to COVID-19. When a ‘shelter in place’ order goes into effect, Force Majeur may also apply.
     
  • Closing — If you make the decision to close your business, keep the guest relationship in mind to encourage a future visit. Messaging should be professional. Regardless of the reality we face, you want to present a calm and factual statement without too much detail, to preserve future business.
    • Include a message on your website home and reservations pages.
    • Turn off your booking engine for the expected duration.
    • Record a message on your main phone line. Consider setting up a system to automatically forward calls to mobile lines.
    • Post signage on your storefront.
    • Provide website, phone number and social handles, as appropriate.
       
  • Other Resources

VNV Events & Efforts

Sales & Partnership

The sales team continues to offer support to partners, meeting planners, travel agents and tour operators. We are using this time to deepen relationships, to ensure business is rebooked when the time comes. We are also in touch with our DMO partners to share best practices and coordinate efforts.


Sales #1

 
Marketing

VNV owned and earned channels continue to focus on Phase I messaging throughout the shelter in home orders.

Phase II is triggered by signs that public health orders are lifting as new cases of the coronavirus diminish. We are also watching consumer sentiment on travel in the drive market. Paid advertising would begin. Phase III paid efforts depend on budget, but a more robust campaign could include partner co-op opportunities. Also exploring OTA options for more immediate bookings. A framework of paid advertising is below (download full presentation here), more details will be shared in the coming months.


Coronavirus Marketing #1

 
Earned Media

The trend for “Virtual Tastings” and “recipes” to create from your pantry continues, which resulted in a television segment April 2 on Good Day Sacramento. Additionally, content collected on how partners are “giving back” was shared with local, regional and national media on March 31. A sampling of resulting media coverage is below.

A Media Relations update will be sent out on April 3. In the meantime, please continue to update and add content to the Google Doc.

 
Owned - Social Media

Engagement is up almost 50% per post compared to last month. Conversational posts are most popular with more than 150 comments each. Social sentiment is overwhelmingly positive — visitors can’t wait to come back to Napa Valley.

Audience - not much change since crisis:

  • Instagram - Napa, LA, NY, SF, Chicago
  • Facebook - LA, Napa, Sac, NY, Houston

Daily Social Content Calendar - plan your participation

  • As people are social distancing and remaining at home, social media is experiencing an engagement boom. VNV’s engagement per post has increased about 50% over the last two weeks. Now is the time to engage with your audiences and keep Napa Valley top of mind with an inspirational tone of voice.
  • Social media is being used for its original purpose: to connect and share stories. It is important to stay connected with your audience and remain present, mindful of language and tone. It's also important to be flexible and change messaging as news develops. Currently, VNV is executing on a strategy of ‘a moment of zen,’ connecting with our audience by providing a happy distraction in their social feeds with beautiful landscape images, spring renewal (bud break, mustard, wildflowers, farm animals, etc), and by encouraging fans to bring ‘a taste of Napa Valley’ into their homes.
  • Imagery/themes to avoid: Events, large groups of people, people hugging or touching, anything that might imply improper social distancing. Avoid using negative phrases such as “stuck at home,” “pandemic,” “safety,” “chaos,” or anything that might sound scary. Instead, use phrases like “cozy up at home,” “current situation,” “uncertainty,” “healthy,” etc. Also avoid any language that suggests people not comply with shelter in place orders.
     

Facebook:

Facebook #1

Facebook #2

Facebook #3

 

Instagram:

Instagram #1

Instagram #2

Instagram #3

 

Web:

Website #1

 

 
Owned - Website

Audience - has changed to more local since crisis:

  • Typical users - #1 San Francisco, #2 & #3 Los Angeles & Napa, #4 Chicago, #5 New York
  • Current users - #1 Napa, #2 Santa Clara, #3 San Francisco, #4 Chicago, #5 Los Angeles
 
Owned - Consumer Email

Sent 3/26:

Consumer #1

Local News

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