TO: Board of Supervisors
FROM: Rebecca Craig, Assistant CEO
REPORT BY: Celeste Gonzalez, Management Analyst
SUBJECT: Amendment No. 1 to Agreement No. 220095B with Visit Napa Valley
RECOMMENDATION
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Approve Amendment No. 1 to Agreement No. 220095B with Visit Napa Valley, INC. to authorize annual contributions up to $500,000 annually for five years. (Fiscal Impact: $500,000 Expense, Napa Valley Tourism Improvement District-Unincorporated; Budgeted; Discretionary)
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BACKGROUND
On June 15, 2010, at the request of 50% of the hoteliers subject to the assessment pursuant to the Property and Business Improvement District Law of 1994, the Board of Supervisors created the Napa Valley Tourism Improvement District (NVTID). The purpose of the NVTID, as defined in the District Management Plan, is to promote tourism throughout Napa County by investing in marketing and tourist-serving programs. The activities of NVTID are funded by a 2% assessment on gross short-term room rentals at lodging businesses. 1.5% of funds generated are under the authority of the Napa Valley Tourism Corporation for management and expenditure and the remaining 0.5% remain under the authority of the home jurisdiction to determine how to spend.
In accordance with the District Management Plan, the Napa County Board of Supervisors has an Unincorporated Tourism Improvement District Management Committee that meets to make recommendations on how to expend the County's 0.5% and oversees any tourism programs supported by this funding.
On July 20, 2021, the Board approved an annual agreement recommended by the Unincorporated Tourism Improvement District Management Committee. The Unincorporated Tourism Improvement District Advisory Committee recommended the approval of an agreement with Visit Napa Valley in the amount of $100,000. The 2021 amount was less than previous years’ annual contributions totaling up to $500,000 due to economic impacts related to the pandemic.
The agreement with Visit Napa Valley will be limited to paid advertising to promote consumer awareness of the Napa Valley. The paid media will reinforce the Napa Valley brand to drive awareness and interest in the Napa Valley among highly affluent travelers, inspiring visitation by driving prospects to the website. The Unincorporated Tourism Improvement District Management Committee will continue to evaluate revenues and program efficacy, and make recommendations as needed.
Today’s requested action is to approve Amendment No. 1 to Agreement No. 220095B with Visit Napa Valley, INC. to increase contributions for a five-year term up to $500,000 annually.
FISCAL & STRATEGIC PLAN IMPACT
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Is there a Fiscal Impact? |
Yes |
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Is it currently budgeted? |
Yes |
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Where is it budgeted? |
Unincorporated Tourism District (2070) |
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Is it Mandatory or Discretionary? |
Discretionary |
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Discretionary Justification: |
Napa County receives a portion of the Tourism Improvement District funding that must be spent strictly for marketing purposes per the District Management Plan. |
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Is the general fund affected? |
No |
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Future fiscal impact: |
Increased contributions for a new maximum of $500,000 annually. |
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Consequences if not approved: |
If this item is not approved, Napa County will need to identify another way to spend these funds on marketing or they would remain in the fund balance. |
ENVIRONMENTAL IMPACT
ENVIRONMENTAL DETERMINATION: The proposed action is not a project as defined by 14 California Code of Regulations 15378 (State CEQA Guidelines) and therefore CEQA is not applicable.