TO: Board of Supervisors
FROM: Ryan J. Alsop, Chief Executive Officer
REPORT BY: Becky Craig, Assistant Chief Executive Officer
SUBJECT: Napa Valley Tourism Corporation Agreement
RECOMMENDATION
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Approve and authorize Agreement No. 250463B with Napa Valley Tourism Corporation to serve as the Owner's Association for the Napa Valley Tourism Improvement District (NVTID) for July 2025 through June 2035. (No Fiscal Impact)
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BACKGROUND
The Napa Valley Tourism Improvement District ("NVTID") is a benefit assessment district that funds valley-wide marketing and sales and local jurisdiction destination marketing efforts for Napa Valley lodging businesses. This approach has been successful in Napa Valley for fifteen years and in other destination areas throughout the state to improve tourism and drive additional room nights to assessed lodging businesses. The renewed NVTID includes all lodging businesses, existing and in the future, available for public occupancy located within the boundaries of the cities of American Canyon, Calistoga, Napa, and St. Helena, the Town of Yountville, and the unincorporated area of the County of Napa.
Lodging business owners requested renewal of the NVTID to continue this self-assessed revenue source devoted to marketing Napa Valley as a tourist, meeting and event destination. The NVTID is projected to generate approximately $11,000,000 annually for promotion of travel and tourism specific to Napa Valley.
Tourism Improvement Districts (TIDs) utilize the efficiencies of private sector operation in the market-based promotion of tourism. These special assessment districts allow lodging business owners to organize their efforts to increase tourism. Lodging business owners operating within the TID fund the TID, and those funds are used to provide services that are desired by and benefit the lodging businesses within the TID.
The Management District Plan (MDP) adopted by the Board of Supervisors in December 2024 extended the term of ...
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