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
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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: |
None |
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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. |
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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 California Code of Regulations 15378 (State CEQA Guidelines) and therefore CEQA is not applicable.
BACKGROUND AND DISCUSSION
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. The purpose of today's item is for Visit Napa Valley to seek Board approval of the annual agreement recommended by the Unincorporated Tourism Improvement District Management Committee.
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 among highly affluent travelers, inspiring visitation by driving prospects to the website.
The paid advertising media will include what visitors can expect from Napa Valley during and after the pandemic. The Unincorporated Tourism Improvement District Management Committee will continue to evaluate revenues and make recommendations as needed.
SUPPORTING DOCUMENTS
Agreement