ASSESSING THE FIRE IMPACT ON THE NORTH COAST WINE TOURISM LISA POPPEN VP MARKETING VISIT NAPA VALLEY CLAUDIA VECCHIO CEO SONOMA COUNTY TOURISM
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2 ASSESSING THE FIRE IMPACT ON THE NORTH COAST WINE TOURISM LISA POPPEN VP MARKETING VISIT NAPA VALLEY CLAUDIA VECCHIO CEO SONOMA COUNTY TOURISM
3 THE EVENT RESPONSE IMPACT MOVING FORWARD
4 THE EVENT
5 CBS News Oct. 12, 2017
6 The Safeway Open Silverado Resort and Spa Napa, California Brendan Steele (AFP Photo/ROBERT LABERGE)
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9 Situation Unprecedented Devastating Napa, Sonoma, city of Santa Rosa, suffered incredible losses VISIT NAPA VALLEY RECOVERY PLAN
10 RESPONSE
11 Wildfire Recovery and the Road Forward Three Phases Short-term Mid-term Long-term Multi-pronged Approach Support Educate Sell SCT Board allocated reserve funds to work through the marketing response.
12 Course of Action To address the immediate fears and concerns of business owners and partners as well as the long-term brand health and vitality of the Napa Valley, we implemented a two-phased approach.
13 Approach: Two-phased Plan PHASE Developed the #NapaValleySpirit message to communicate our spirit to work together to rebuild, rebound and reopen PHASE Moved into an open for business/welcome back message informing the importance of tourism to our Valley 1 2
14 Short-term Phase 1 Fires Through Containment Support Provide messaging. Help ensure how to get resources. Educate Provide consumers with the correct information. Sell Halt all consumer advertising/social media, outreach.
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16 Phase 1 October 10 to 17 THE SPIRIT TO REBUILD. REBOUND. REOPEN.
17 Phase 1 #NapaValleySpirit
18 Short-term Phase 2 Support Open for Business Support Partner with Visit California, Sonoma Valley, Chambers of Commerce. Attend community-wide meetings. Educate Continue to offer information. discuss impact of fires. Sell Permission to travel. Work with Wine Country. Restart marketing. Provide incentives.
19 Marketing Sonoma Co. Gazette Napa Co-op Comcast free PSA Meetings Today SF Chronicle KGO Radio Spots
20 Phase 2 October 18 to November 17 Print Radio Co-Op OOH Video
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22 Phase 2
23 Phase 2 OOH
24 Phase 2 Social
25 Phase 2 Social
26 Phase 2 PR VISIT NAPA VALLEY RECOVERY PLAN
27 Phase 2 Group Messaging
28 Visit California Marketing Partnership $2 million - Promote Wine Country Outreach Community Forum - Sonoma, Napa, Santa Rosa Grateful Table Event
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30 Mid-term Dec. 1-June 30, 2018 From Open to Business to Tracking Impact and Responding SUPPORT EDUCATE SELL Thank the hospitality community. Continue to support relief/fundraising efforts Media Outreach Impact Study Traditional fall/winter campaign Additional social media and digital effort Facebook/IG Ads, Retargeting, Google Adwords Meeting planner incentive
31 50,000 Postcards Arrive first week of January Remind previously interested Goal: customers we are still here. Generate repeat interest/visits.
32 Social/Digital Response Content Creation Current imagery, video, blogs Monitor and Respond Online comments Livestreaming Shows Current conditions Targeted Online/Social Ads Promotions, deals, & positive images Social Media Polls & Stories Partner Trainings Google business listings and current imagery Partner w/local Influencers
33 Public Relations Media Relations Outreach PR: Fact Sheet, Open for Business Tracked Daily Strategic Plan Media Events/Desksides NYC: Dinner October 25 th 11 individual meetings Targeted Drive Markets with Outreach
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35 Meeting Planner Incentive $4,000 for 301+ actualized rooms plus $2,000 for Fire Relief Efforts $3,000 for actualized rooms plus $1,500 to Fire Relief Efforts $2,000 for actualized rooms plus $1,000 to Fire Relief Efforts $1,000 for actualized rooms plus $500 to Fire Relief Efforts $500 for actualized rooms plus $250 to Fire Relief Efforts TOTAL AMOUNT DONATED: $8,250 Community Foundation Sonoma County
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37 October 24 - forward Regularly scheduled advertising Overlapping with Phase 2 efforts Continue the ongoing messaging Napa Valley is fully recovered & welcoming tourism Planning for One-year anniversary press recaps FY18 PLAN
38 Cabernet Season November - April
39 #CabCab launched November
40 THE IMPACT
41 Closest Vineyard to Coffey Park Natural Firebreak
42 Harvest 90% completed by October 8th
43 Total Acres in Fire Areas (not necessarily impacted) Pocket: acres Tubbs: acres Nuns: acres Total acres in fire areas: acres Total acres in Sonoma County: 60,008.5 acres
44 Total Loss of Crop in Sonoma County as reported to Ag Commissioner As of December 2017: Total vineyard acres damaged: Total reported crop loss & damage for vineyards: $1,113,167 Total value of Winegrapes in Sonoma County (2017): $574,475,578 Spring 2018: An additional acres did not recover after the winter
45 Napa County Burned predominantly in the forested hillsides The well-known valley floor, saw little to no impact No hotels burned Less than 14% (70,000) of Napa Valley s total 504,000 acres burned 90% of Napa Valley s grape tonnage was harvested before October 8, % of Napa Valley s wineries and vineyards were directly affected 92% of vineyard acreage was outside of the fire zone 126 of Napa County s 45,000 planted acres were declared destroyed by fire -.28% The Napa Valley Community Disaster Relief Fund, raised $16 million
46 Smith Travel Report (STR) Monthly Percent Change Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Occupancy ADR RevPAR Sonoma County Tourism SonomaCounty.com
47 STR FY18
48 STR Competitive Analysis Year To Date July 2017 vs July 2018 Occupancy ADR REVPar % Change Occ ADR RevPar Palm Springs Napa County Monterrey County South Lake Tahoe Vallejo/Napa Valley Sonoma County Sonoma County Full Service Sonoma County Tourism SonomaCounty.com
49 New Supply Archer Hotel Nov rooms Vista Collina - July rooms The Francis House Aug rooms Calistoga Resort mid villas
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52 Change in Plans September to October Change Napa Paso Robles Santa Cruz Visitors -49% +34% +54% Total Sales -47% +22% +31%
53 Consumer Perception Research Sonoma County Tourism in Collaboration with MMGY Global Conducted: January 2018 August 2018
54 To what extent do the fires impact your interest in visiting California? January September Average Has a great impact 8% 7% 4 9% 9% 3 Some impact 25% 23% 2 22% 20% 1 No impact 37% 40%
55 To what extent do the fires impact your interest in visiting Sonoma County? January September Average Has a great impact 8% 7% 4 11% 10% 3 Moderate impact 25% 23% 2 23% 22% 1 No impact 33% 39%
56 How likely are you to do each of the following as a result of the fires in Sonoma County? Among those who said the fires impact their interest in visiting January September Delay a vacation to Sonoma County 83% 81% Visit a non-california destination 71% 77% Visit another California destination 75% 69% Visit Napa Valley instead 60% 69% Visit Sonoma County anyway 47% 47%
57 Do you believe you would have a different vacation experience in Sonoma County no than your would have had before the fires? January September Yes 41% 38% No 59% 62%
58 Conducted August 2018 Sonoma County Tourism in partnership with the Economic Development Board Local Business Survey
59 Have your customers expressed hesitation in visiting due to the recent fires in California? 60.00% 57.01% 50.00% 40.00% 30.00% 20.56% 22.43% 20.00% 10.00% 0.00% Yes No We haven't asked / heard either way
60 Compared to June through August 2017, has your business volume % 60.00% 57.55% 50.00% 40.00% 30.00% 25.47% 20.00% 16.04% 10.00% 0.00% 0.00% 0.94% Increased in June-August 2018 Decreased in June-August 2018 Stayed relatively the same in June-August 2018 It's too early to tell We don't track this data
61 For the next 30 days, do you anticipate % 37.38% 35.00% 30.00% 25.00% 26.17% 24.30% 20.00% 15.00% 12.15% 10.00% 5.00% 0.00% Increased business from last year Decreased business from last year Relatively the same amount business from last year We don't know
62 For the next 60 days, do you anticipate % 35.51% 35.00% 31.78% 30.00% 25.00% 20.00% 15.00% 15.89% 16.82% 10.00% 5.00% 0.00% Increased business from last year Decreased business from last year Relatively the same amount of business from last year We don't know
63 For the next 90 days, do you anticipate % 30.00% 28.97% 29.91% 25.00% 20.00% 19.63% 21.50% 15.00% 10.00% 5.00% 0.00% Increased business from last year Decreased business from last year Relatively the same amount of business from last year We don't know
64 What are you doing to combat any fire-related perceptions for your business? 60.00% 54.44% 50.00% 42.22% 40.00% 30.00% 30.00% 24.44% 25.56% 20.00% 17.78% 12.22% 11.11% 10.00% 0.00% Increased advertising/marketing Social media campaign Offering deals Update subscribers via newsletter Hosting a journalist Update website listing on sonomacounty.com Hosting a meeting or group Other (please specify)
65 Please rate your outlook on the tourism portion of your business over the next year (Check only one) 35.00% 30.00% 29.91% 27.10% 25.00% 21.50% 20.00% 15.00% 13.08% 10.00% 8.41% 5.00% 0.00% Optimistic Somewhat optimistic Neutral Somewhat concerned Very concerned
66 MOVING FORWARD
67 Moving Forward 1. Communication Plan 2. Define Employee Roles 3. Media Training (broadcast) 4. Perception is Reality
68 Moving Forward Monitor Traditional/Social Media Outreach Local Business Tracking Continued Research Initiate New Programs As Needed
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75 Brand Development For those who go their own way Sonoma County is a progressive community of artisans who create meaningful and down-to-earth experiences that connect people and encourage them to discover more
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78 Upcoming Events Friday, Oct. 19 Chef Tyler Florence, Visit California Business Forum Uncrushable Premiere/Screening Thursday, Oct. 25 Disaster Preparedness Meeting & Training
79 Thank You Questions?
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