TO: Board of Supervisors
FROM: Minh C. Tran, County Executive Officer
REPORT BY: Jasmine Elo, Management Analyst
SUBJECT: Professional Service Agreement with Visit Napa Valley
RECOMMENDATION
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County Executive Officer requests the approval of and authorization for the Chair to sign an agreement with Visit Napa Valley for a maximum of $100,000 for the term July 1, 2021 through June 30, 2022 for the provision of direct digital impressions and marketing services related to destination marketing of Napa County as a visitor destination during and after the COVID-19 pandemic.
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EXECUTIVE SUMMARY
The Unincorporated Tourism Improvement District Advisory committee is recommending the approval of an agreement with Visit Napa Valley this year in the amount of $100,000. The agreement with Visit Napa Valley will be limited to paid advertising to promote consumer awareness of the Napa Valley with Facebook, Google Display Network, Pandora, Clear Channel and more. The paid media will reinforce the Napa Valley brand to drive awareness and interest in the Napa Valley with an emphasis on what visitors can expect during and after the pandemic.
FISCAL & STRATEGIC PLAN IMPACT
Is there a Fiscal Impact?
Yes
Is it currently budgeted?
Yes
Where is it budgeted?
Unincorporated Tourism District (2070)
Is it Mandatory or Discretionary?
Discretionary
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.
Is the general fund affected?
No
Future fiscal impact:
None
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.
County Strategic Plan pillar addressed:
Healthy, Safe, and Welcoming Place to Live, Work, and Visit
ENVIRONMENTAL IMPACT
ENVIRONMENTAL DETERMINATION: The proposed action is not a project as defined by 14 Calif...
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