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Napa Downtown

Strategic Planning

Finding the Audience
Property owners in the downtown district of Napa formed a PBID, issuing an RFP to develop a strategic approach and marketing platform to encourage Napa Valley visitors to extend their stay with a stop for meals and lodging in Napa Downtown as they traveled “up valley.” The goal was to inform travelers of the outstanding dining, diverse accommodations, entertainment and shopping in downtown Napa. Also it was important to relay the fact that Napa is the closest wine-tasting experience to San Francisco, and a stress free alternative to the wine-counry gridlock of Highway 29.

Working Together
The Napa Downtown project began with extensive input from an advisory committee supplemented by local providers of tourism services, businesses, and government and community leaders. An informal retail survey, in-depth market analysis and a series of facilitated meetings led to the creation of a five-year marketing plan that underscored the promotion of the best of Napa Downtown’s existing tourism off erings and recommended cost-effective improvements and additions for future tourism growth.

A Guidebook to Work From
Th e plan focused on firmly establishing Napa Downtown as a ‘must-do’ for the visitor to the Napa Valley, with more winetasting and fine dining that an other spot in the Valley. These key branding messages were integrated into every element of the marketing communication program: newly designed Web Site; email marketing and advertising with a consistent look and feel; a publicity program focusing on wine-tasting, dining and related events in Napa Downtown.

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