Napa Valley Destination Council Annual Report Napa County Board of Supervisors August 7, 2012

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1 Napa Valley Destination Council Annual Report Napa County Board of Supervisors August 7, 2012 Clay Gregory CEO/President Calistoga St. Helena Rutherford Oakville Yountville Napa Lake Berryessa American Canyon

2 Agenda Key Results Trends & Outlook Highlights Budget Overview FY 2013 Plan Overview

Fiscal 2013 NVDC Board of Directors Stan Boyd Holiday Inn Express Chris Canning Calistoga Chamber of Commerce Steve Carlin Oxbow Public Market Ann Marie Conover

Partners George Goeggel Auberge du Soleil Clay Gregory Napa Valley Destination Council Charles Henning Past Board Chair Michael Palmer The Meritage Resort Linda

3 Fiscal 2013 NVDC Board of Directors Stan Boyd Holiday Inn Express Chris Canning Calistoga Chamber of Commerce Steve Carlin Oxbow Public Market Ann Marie Conover Meadowood Napa Valley Stephen Corley Monticello Vineyards Michael Dellar Lark Creek Restaurant Group David Francke Michael Mondavi Family Estate/ Folio Fine Wine Partners George Goeggel Auberge du Soleil Clay Gregory Napa Valley Destination Council Charles Henning Past Board Chair Michael Palmer The Meritage Resort Linda Reiff Napa Valley Vintners Michaela Rodeno Villa Ragazzi David Shipman Vintage Estate Rick Swig Harvest Inn Cassandra Walker City of Napa Michael Woods Mount View Hotel & Spa

Napa Valley Destination Council Don Shindle Westin Verasa David Shipman The Vintage Estates Pam Simpson St.

4 Fiscal 2013 NVTC Board of Directors Felipe Barragan Chateau de Vie Jim Beazley Beazley House Stan Boyd Holiday Inn Express Cindy Coffey City of American Canyon Supervisor Diane Dillon County of Napa George Goeggel Auberge du Soleil Clay Gregory Napa Valley Destination Council Don Shindle Westin Verasa David Shipman The Vintage Estates Pam Simpson St. Helena Chamber of Commerce Richard Spitler City of Calistoga Rick Swig Harvest Inn Hon. Jill Techel City of Napa Michael Woods Mount View Hotel & Spa

5 FY 2012 Key Results

7 Smith Travel Research Data Reporting: 70% of total rooms 12 Months Ending June 2012 % Change Occupancy 64.8% +7% ADR $ % RevPAR $ % Revenue $248m +12.5% Supply increased 3.7% vs. last year

8 Trends & Outlook Highlights

Napa Valley Tourism Outlook Highlights Travel intention growing (leisure & business) Napa Valley has destination attributes affluents are seeking Napa Valley has high aspirational awareness

10 Napa Valley Tourism Outlook Highlights Travel intention growing (leisure & business) Napa Valley has destination attributes affluents are seeking Napa Valley has high aspirational awareness Demographics skewing in our favor (Boomers & Millennials) Traditional media still heavily influences; new media gaining West Coast still epicenter of target geography Northeast opportunity 2008 National Travel MONITOR

11 NAPA VALLEY DESTINATION COUNCIL 2012 VISITOR PROFILE STUDY INTERIM FINDINGS WAVE National Travel MONITOR

12 16 partner host sites, and 55 lodging properties distributed the survey 3,143 Rooms represented 252 hotel guest surveys collected via mail and online 210 surveys collected from day-trip and VFR visitors via intercept survey between April 21 and May National Travel MONITOR

13 LODGING GUEST SURVEY Interim Findings Wave National Travel MONITOR

Place of Residence 11.5% International Top States (% of domestic hotel guests) Question: Zip code (Base: 253 completed surveys) California 52.3% Texas 5.5% Florida 4.

14 Place of Residence 11.5% International Top States (% of domestic hotel guests) Question: Zip code (Base: 253 completed surveys) California 52.3% Texas 5.5% Florida 4.6% Illinois 3.2% New York 2.8% PA 2.3% Georgia 1.8% Oregon 1.8% Wisconsin 1.8% Virginia 1.8% Arizona 1.8% Source: Napa Valley Lodging Survey, June National Travel MONITOR

Annual Household Income 62% Lodging guests have annual HHI of $100K+ Almost 30% make $200K+ Question: Which best describes the combined annual income

15 Annual Household Income 62% Lodging guests have annual HHI of $100K+ Almost 30% make $200K+ Question: Which best describes the combined annual income of all members of your household? (SELECT ONE) (Base: 250 completed surveys) Source: Napa Valley Lodging Survey, June National Travel MONITOR

16 Days Spent in Napa Valley Lodging guests average stay 2.9 days in Napa Valley Question: Total number of days you stayed in the Napa Valley (Base: 235 completed surveys) Source: Napa Valley Lodging Survey, June National Travel MONITOR

17 Spending in Napa Valley Lodging Guests spend average of $357 per person per day Question: Approximately how much PER DAY did you spend on the following while in the Napa Valley? (Base: 253 completed surveys) Source: Napa Valley Lodging Survey, June National Travel MONITOR

18 Likelihood of Return to Napa Valley 94% of Lodging Guests likely to return Question: How likely are you to return to the Napa Valley? (SELECT ONE) (Base: 248 completed surveys) Source: Napa Valley Lodging Survey, June National Travel MONITOR

19 FYTD 2013 Budget Overview

20 NVDC FY 2012 Actual Expenditures: $4,714,958 Group Sales $1,070,256 Brand Marketing & Communications $1,722,764 Direct-to-Consumer Marketing $1,086,364 Research & Marketing Intelligence $55,110 G&A $495,850 Net Surplus & Reserves 6% Net Surplus & Reserves $284,614 Research & Marketing Intelligence 1% G&A 10% Group Sales 23% Direct-to-Consumer Marketing 23% Brand Marketing & Communications 37%

& Admin $308,080 Surplus & Reserves $317,392 Research 2% Group Sales 20% G & A 7%

21 NVDC FY 2013 Budget: $4,536,136 Marketing & Communications $1,753,012 Direct to Consumer $730,242 Welcome Center $349,432 Group Sales $909,539 Research $68,440 Gen'l & Admin $308,080 Surplus & Reserves $317,392 Research 2% Group Sales 20% G & A 7% Surplus & Reserves 7% Marketing & Communications 39% Welcome Center 8% Direct to Consumer 16%

22 FY 2013 Plan Overview Major Programs

23 Fiscal 2013 Sales Programs

FY 2013 Sales Programs Key 2013 Domestic Markets Increase focus on luxury, incentive, upscale meetings, and small niche tour & travel Continue marketing

24 FY 2013 Sales Programs Key 2013 Domestic Markets Increase focus on luxury, incentive, upscale meetings, and small niche tour & travel Continue marketing the Napa Valley as an overnight destination for groups Focus on domestic sales missions and client events Building stronger relationships with all partners

25 Collaboration with Napa Valley Vintners and Napa County Board of Supervisors Special Projects Funding Program

26 America s Cup Sponsorship Key Elements Official Wine Region of the 34 th America s Cup Only Napa Valley wines poured at AC race hospitality venues EXCLUSIVE right to market wine country tourism Through AC channels & at events

27 America s Cup Race Dates 2012: World Series Regattas (US) Newport: June 26 - July 1 San Francisco: August San Francisco: October : San Francisco Events Louis Vuitton Challenger s Cup: July 4 - September 1 America s Cup: September 7 22

28 America s Cup Strategy Maximize brand alignment opportunities Shared Attributes: innovation, entrepreneurial, top-quality, unrivaled access, sustainability Leverage media opportunities Leverage relationship to drive non-peak occupancy SailNapaValley.com packages are key to full access to AC communication channels

29 Marketing Focus Calendar

30 New Website Launched: VisitNapaValley.com Improved URL User friendly Partner visibility & functionality

32 Guest Information Network Destination Collateral Guidebook Destination map & bike map Sponsor i signs Partner on Concierge/Hospitality training program Provide ARES booking widget & revenue share for Chambers, etc.

33 Thanks to our Partners!

34 Thank You to Our Founder s Circle Partners!

35 Questions?

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