Organization: VISIT NAPA VALLEY INC
Mission: THE MISSION OF VISIT NAPA VALLEY IS TO PROMOTE, PROTECT, AND ENHANCE THE NAPA VALLEY DESTINATION.
Activities: VISIT NAPA VALLEY, INC. IS A NOT-FOR-PROFIT ORGANIZATION THATLEADS COUNTYWIDE TOURISM MARKETING AND SALES EFFORTS, TARGETING SPECIFIC SEGMENTS OF VISITORS, AS WELL AS SPECIFIC TIMES OF THE WEEK, FOR VISITATION. ATTRACTING BOTH LEISURE AND GROUP/BUSISINESS TRAVELERS IS IMPORTANT FOR VISIT NAPA VALLEY TO ACHIEVE ITS STRATEGIC OBJECTIVES.
VISIT NAPA VALLEY'S EFFORTS SINCE 2010 HAVE RESULTED IN AN INCREASE IN MARKETING PARTNERS - FROM SIX PAYING TO 400 PAYING PARTNERS. IN ADDITION, NOT-FOR-PROFIT (NON-PAYING) PARTNERSHIPS HAVE GROWN FROM FEWER THAN FIVE TO MORE THAN 40, INCLUDING ALL FIVE CHAMBER OF COMMERCE AND CITY COUNCILS, AS WELL AS NAPA COUNTY BOARD OF SUPERVISORS.
NAPA VALLEY WELCOMED A TOTAL OF 3.85 MILLION VISITORS.THE TOURISM INDUSTRY GENERATED $85.1 MILLION IN TAX RELIEF TO RESIDENTS, AN INCREASE OF 5.8% FROM 2016.THE TOURISM INDUSTRY GENERATED $2.23 BILLION IN TOTAL VISITOR SPENDING INSIDE NAPA COUNTY, ALMOST 70% FROM OVERNIGHT HOTEL GUESTS, WHO SPEND AN AVERAGE OF $446 IN NAPA COUNTY PER GUEST, PER DAY.DIRECT VISITOR SPENDING WITHIN THE COUNTY INCREASED 15.9% SINCE 2016, OUTPACING VISITOR GROWTH OF 8.9% IN THE SAME TIME PERIOD.THE TOURISM INDUSTRY REMAINS THE SECOND LARGEST EMPLOYER IN NAPA COUNTY (AFTER THE WINE INDUSTRY), SUPPORTING THE LIVELIHOOD OF AN ESTIMATED 15,872 PEOPLE IN THE COMMUNITY, WITH A COMBINED PAYROLL OF $492 MILLION.OVERNIGHT VISITATION GREW 13.7% FROM 2016 (1.2 MILLION), OUTPACING DAY TRIP GROWTH AT 5.3% (2.4 MILLION).
NTEE category: Recreation & Sports
Secondary category: Community Improvement & Capacity Building