Napa Valley Vintners Strategic Plan 2015-2017 Draft for Member Review November 19, 2014 Mission: To promote, protect and enhance the Napa Valley appellation. Vision: Through our collective efforts Napa Valley will be the leading wine region worldwide and will be preserved and enhanced for future generations. Goal 1: Position and champion Napa Valley as the premier wine region in the world. 1. Tell the Napa Valley story a. Define our audiences and tailor our messages to them i. Invest in research to help guide our marketing and communications efforts ii. Define our digital marketing strategy and develop a plan to better convey and target our messages iii. Translate our messages and materials to reach global audiences b. Share genuine and consistent messages i. Engrain tagline, mantra and key messages ii. Use dynamic formats to tell our story 2. Engage, educate and inspire trade a. Strengthen the Premiere Napa Valley brand i. Produce a high-quality event reflective of the Napa Valley brand ii. Market and promote the wines to consumers iii. Increase global trade participation and media coverage iv. Leverage resources to maximize revenue b. Build a network of ambassadors who actively promote the Napa Valley wine region i. Employ representatives in key markets around the world ii. Evolve training programs for winery employees iii. Implement training programs for wholesaler staff c. Bring key trade from across the globe to Napa Valley for NVV s signature educational immersion programs: i. Experience Napa Valley ii. Master Napa Valley iii. Wine Educators Academy iv. Sommelier Napa Valley v. Boot Camps 1
vi. Steakhouse Summit d. Promote Napa Valley in key markets around the world i. Create a meaningful presence at top global wine trade fairs ii. Increase appellation advertising iii. Expand Napa Valley Wine List Awards program iv. Expand promotional activities with retailers v. Execute trade promotions in conjunction with immersion programs vi. Continue in-market vintner visits that support promotional endeavors vii. Expand the reach of our media relations efforts globally e. Be the essential resource for Napa Valley education and information i. Evolve and elevate appellation education materials and programs for a global audience (Napa Valley Rocks, collateral materials, websites, online education programs, videos, seminars and course offerings) 3. Engage and educate media a. Be the essential resource for the Napa Valley wine region i. Refresh and elevate press kit ii. Curate facts, data and information iii. Enhance library of photo and video assets iv. Respond quickly to inquiries and develop opportunities v. Facilitate introductions to diverse segments of our membership vi. Organize tastings for top writers and critics b. Proactively build relationships and seek exposure for the Napa Valley wine region around the world i. Consistently pitch compelling stories ii. Bring top media to Napa Valley iii. Leverage our signature events to build stronger relationships iv. Build deeper relationships in high-profile domestic markets annually c. Serve as active and engaged co-founder of the Symposium for Professional Wine Writers i. Create, foster and nurture writers ii. Ensure compelling content that draws bright, promising writers iii. Provide opportunities to show a diverse array of Napa Valley wines 4. Build brand affinity with consumers a. Offer a variety of consumer programs that reach targeted wine consumers b. Ensure Auction Napa Valley s position as the world s most celebrated charity wine event i. Produce an event reflective of the quality and reputation of Napa Valley wines ii. Celebrate Napa Valley: the location, wines and community iii. Build existing relationships and create new ones with potential bidders iv. Engage media from key wine consuming markets around the globe to share the story of Auction Napa Valley 2
c. Create and execute engaging promotions, communications and educational programs i. Ensure communications convey key messages that are consistent with the quality of our wines and incomparable beauty of our valley ii. Implement a cutting-edge digital strategy iii. Leverage harvest to better share the Napa Valley story iv. Expand restaurant promotions in key markets v. Establish ongoing education programs for Napa Valley visitors d. Develop and partner in key consumer events i. Produce Napa Valley Experience for strategic partner organizations ii. Leverage/curate/cultivate opportunities that align with our marketing objectives 5. Align Napa Valley wines with strategic marketing partners to build brand equity a. Build on existing relationships to further promote Napa Valley b. Develop new relationships c. Maximize resources by leveraging partnerships Goal 2: Protect and enhance the Napa Valley, its wines, environment and community. 1. Maintain the integrity of the Agricultural Preserve a. Advocate positions that ensure the perpetuity of the Ag Preserve b. Educate Napa County residents on the importance of agriculture to our economy and overall quality of life 2. Enhance wine quality and standards a. Partner with relevant business organizations and institutions to provide continuing education and resources for members b. Establish a high-level wine quality advisory group to elevate and guide educational programming and curriculum 3. Protect the Napa Name worldwide a. Secure government-sanctioned name protection in targeted countries b. Garner media and public attention through direct work and via partnerships c. Ensure compliance with California conjunctive labeling law; leverage new technology to reduce label violations d. Respect and protect winegrowing place names worldwide e. Set and follow NVV participation policies to reflect our commitment to name protection 4. Improve our environment a. Set the course to have all eligible members certified in Napa Green land and/or winery by 2020 b. Develop and advocate for strong conservation-based positions to protect and enhance natural resources 3
c. Continue to analyze global climate change and impacts specific to Napa Valley; use findings to inform vineyard and winery practices and to educate stakeholders d. Support a scientifically-based climate action plan for Napa County 5. Engage and demonstrate leadership in key industry and community issues a. Develop and advocate the Napa Valley wine industry s position on critical issues including traffic, water, workforce housing and land use b. Convene thoughtful leaders, experts, and policy makers to help address these issues with county and city leaders c. Advocate for legislative policy changes that are in the best interest of our members including: direct shipping, taxation, franchise laws and trade barriers d. Aggressively monitor, educate, communicate and advocate for NVV s positions on all relevant industry and community issues. i. Review and adhere to the Advocacy Policy; work with other organizations when appropriate to achieve our goals ii. Secure and utilize ongoing representation in Sacramento and Washington, DC to achieve these goals e. Advance member knowledge and compliance with all laws and regulations 6. Take care of and build affinity with our community a. Ensure that Auction giving has the greatest impact on the community s needs b. Develop and nurture partnerships with other funders and nonprofit community leaders to affect lasting change c. Invest in appropriate community initiatives, projects and events d. Build and maintain positive relationships with community leaders e. Work closely with environmental, business and community organizations to achieve common goals f. Maintain consistent, quality, meaningful dialogue with community g. Focus outreach efforts in Napa and American Canyon Goal 3: Demonstrate the principles of our founders to strengthen the membership and perpetuate a world-class organization. 1. Foster collaboration, camaraderie and build knowledge within the membership a. Work together to better the appellation i. Bolster principal engagement in NVV committees ii. Foster camaraderie and collaboration through member events b. Engage principals and senior-level management c. Elevate member communications, education and resources to help achieve organization s goals and to help members help themselves d. Maintain sound membership criteria 4
2. Commit to organizational excellence a. Remain dedicated to quality and innovation i. Use evaluations and gather feedback to improve all we do ii. Look outside our industry for inspiration iii. Leverage technology to enhance our efforts b. Employ best practices i. Continue to earn annual clean financial audits ii. Continue to meet all governance standards per bylaws, policies and applicable laws iii. Convene board governance task force for board and committee recruitment and to examine roles of board officers iv. Maintain green business certification at NVV office and employ best practices in all our events and programs c. Ensure adequate and wise use of all resources i. Raise money ii. Adhere to budget iii. Leverage partnerships to save money iv. Investigate development options for NVV-owned property d. Recruit, retain and elevate a top-notch staff to get it all done 5