Calistoga | St. Helena | Rutherford | Oakville | Yountville Napa | Lake Berryessa | American Canyon LegendaryNapaValley.com Napa County Special Projects.

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Presentation transcript:

Calistoga | St. Helena | Rutherford | Oakville | Yountville Napa | Lake Berryessa | American Canyon LegendaryNapaValley.com Napa County Special Projects Fund Fiscal 2011 Progress Report Napa County Board of Supervisors Hearing August 2, 2011

2011 Funded Programs & Budget Marketing Program Elements Q&A Napa Special Projects Fund – Visitor Management Program Progress Report

Website, Internet & Social Media Marketing Budget: $125,128 Committed: $125,128 Carry Over: $0 Research & Market Intelligence Budget: $50,051 Committed: $29,879 Carry Over: $20,172 Advertising and Collateral Development Budget: $75,077 Committed: $28, Carry Over: $46, Special Projects Funded Programs – Total Budget: $201250,256 (rec’d April 15, 2011)

WEBSITE & INTERNET Maintain and enhance the Napa Valley’s official web presence, LendaryNapaValley.com, through: Search Engine Optimization, Content and functionality Maintenance and enhancement of the visual effectiveness of the website Targeted online advertising Development & support of official website promotional opportunities Serve as the essential online tourism and travel trade resource for The Napa Valley Content maintenance and functionality updates of the Napa Valley’s official mobile tourism information and planning resource, VisitNapaValley™ SOCIAL MEDIA Content & functionality updates of The Napa Valley’s social media channels – Facebook, YouTube & Twitter Website, Internet & Social Media Marketing Total Budget: $125,128

Provide relevant tourism research tools and market intelligence resources to Napa County public and private entities with specific value to visitor-serving businesses. Position the NVDC as the most accessible and credible source of tourism research and trends in Napa County. Execution of annual Napa Valley Visitor Profile survey through YPartnership/Harris’ “Portrait of the American Traveler” Napa Valley subset research. Execution of annual Tourism research and lodging industry metrics. Research, Market Intelligence & Destination Monitoring Total Budget: $50,051

Develop and execute integrated need period electronic, digital and print advertising campaigns to promote the Napa Valley as an off-season / Sunday-thru-Thursday travel destination to targeted travel consumers. Develop the official Napa Valley Visitor Information Guide “The Napa Valley GuideBook” in both digital and traditional formats. Develop an official Napa Valley Meeting Planner Guide in both digital and traditional formats for travel trade and the meetings / incentive markets. Develop promotional materials to support activities that educate consumers about the diversity of need period (i.e. “Cabernet Season”) destination tourism product, offerings, and legendary experiences. Advertising & Collateral Development Total Budget: $75,077

Fiscal Year 2011 Marketing Expenditures: $2,436,250

Fiscal Year 2012 Marketing Expenditures

Questions? Thank you!