City of Napa: TID Branding Case Study

Do the city, downtown and more!

CHALLENGE

• Increase overnight visitation with a focus on midweek and off-season
• Improve visitor sentiment – Challenges with empty streets and vacant storefronts, Downtown Napa was ready for something new
• Convert day trippers to overnight guests

 SOLUTIONS

• Created “Art on First” program: worked with local artists to fill empty storefronts with art displays, giving tourists something engaging to look at while walking around Downtown Napa
• Rebrand the city as a “Must Do” destination for art, culture, food, wine and events
• Produce and promote “Overnight Kits”–making it fun and easy for day trippers to decide to stay overnight at the last minute
• Increase mid-week visitation and drive traffic to local restaurants with a bi-monthly “Culinary Crawl” event
• Use PR and social media to increase destination/brand awareness and educate potential visitors on the variety of lodging properties and activities to experience while in town
• Use PR and FAM tours as a means of generating positive press and rave reviews, improving visitor sentiment

RESULTS

• Record TOT collections – an increase of 89.29 percent over four years – from $8.2 million to $15.3 million
• The agency’s efforts facilitated the opening of 30 new businesses in the downtown area
• PR and social media efforts earned hugely successful recognition for the destination, including national coverage on the Today Show