Transcript beth_carmichael

Napa Valley
Destination Brand Project
BETH CARMICHAEL
FORMER EXECUTIVE DIRECTOR
NAPA VALLEY CONFERENCE AND VISITORS
BUREAU
Napa Valley
 Known internationally as one of the world’s
great wine regions.
 4.7 million person trips year
 A CVB operating Budget of just over $600,000
 Community Goal is to preserve and protect
the unique agricultural character
 Focus today is to provide visitors with an
experience that is consistent with our
reputation for fine living.
Destination BrandScience
The Destination
Marketing Association
International (IACVB)
has published and
released a ‘roadmap’
for achieving a
community supported
destination vision —a
genuine destination
brand
Model for Success
Community Push Back –
The Brand
We acknowledged that Napa Valley
possesses significant “brand”
awareness.
However, due to changing market
conditions, our destination’s value,
relevance, & distinctiveness is being
challenged
Community Push Back –
Preservation vs. Growth
 “Nowhere else in the world has wine tourism been developed
(and without a strategy) to the size and prominence as it has in
Napa Valley” Donald Getz
 Tourism in Napa Valley has evolved organically as a residual effect
of a hugely successful wine industry …
 the result, however, is that tourism now generates over $1.2
billion in direct visitor spending.
 Clearly, tourism is here to stay and a focused, managed approach
to developing a sustainable tourism model is needed to balance
the equally valid concerns of growth and preservation.
A Managed Approach - Sustainability
Sustainable Tourism Goals
Economic goals
Social goals
•Increased economic contribution of tourism
•Increased business profitability
•Increased employment
•Preserve “culture” of community
•Improve services and infrastructure
•Improve quality of life
•Involve community
Sustainable
Tourism
Planning
Environmental goals
•Protect natural assets
•Manage Usage and impacts
•Inform and educate.
Jonathon Day, Placemark Solutions,
2007
Ensuring Balance – A New Approach
A holistic approach to
tourism brings both
marketing (the promotion of
our destination) and
development (the growth of
supporting infrastructure)
into balance in order to
minimize impact
Ensuring Balance – A New Approach
Our New Approach
calls upon our community and our guests to assume a
new level of responsibility –
Tourism becomes an instrument to deliver an authentic
destination experience
and sustain our unique
“sense of place”.
Destination Strategy Project
Goals were divided into three areas:
Organizational
Destination Marketing
Tourism Development
Organizational Goals
 Build and Maintain a broad base of community
support for the visitor-serving industry
 Community consensus on the need for a
properly fund CVB so that it can communicate
the Napa Valley Story and Experience.
 Enhance the operational capacity of the
NVCVB
Destination Marketing Goals
 Create a promise for a distinctive destination
experience and a plan that enhances our
destination image, relevance, and the
sustainability of our unique “sense of place”.
 Establish an ongoing training program within the
visitor serving industry and the general
community to consistently deliver the branded
destination experience that will also support the
preservation of our unique “sense of place”.
Tourism Development Goals
 Community consensus on a vision for tourism
 To collect information that will inform the
development of government policy concerning the
visitor serving industry within Napa County in order
to enhance the quality of life for our residents.
The Destination (Brand) Experience Promise
Experience North America’s legendary wine and food
destination.
In the birthplace of America’s fine wine industry, visitors
enjoy the charm of rural life, the pleasure of the outdoors,
and the art of living well. Our guests feel at ease and
inspired in a setting that is intimate and inviting.
For the discerning visitor, the Napa Valley strikes the ideal
balance between an authentic rural lifestyle and informal
elegance; from the tables we set, to the wines we craft, to
an impeccable service standard that greets every guest
time and time again.
The Napa Valley is earth’s perfect wine country.
Accomplishments
 Completed Destination Research including the first
Visitor Profile Study in 15 years.
 Completed Brand Promise supported by the
community
 Completed Brand Architecture including new logo,
trade show booth, website, print ad, email campaign
templates all to be launched in July this year
 Completed and integrated training solution for the
destination including testing mechanisms
Accomplishments
 Up to date community database that includes traces,
and communications tracking utilizing the SimpleView
database system
 Weekly communication with community stakeholders
and members about Napa Valley hospitality news
 A Plan to move forward with a Tourism Improvement
District in order to secure long term funding for the
organization (will take no less than 2 years to
accomplish)
Accomplishments
 One Year Business Plan
 Five Year Strategy including marketing and
sustainable tourism goals
 Operational enhancements include new
computers, office software, cvb software
Final Words
Define Your Experience
Overall we found that it’s
NOT about selling our
destination to our guests,
it’s about what they want
to experience.
Remember…
Guests to your destination may forget what was
said, or the details of their trip ….
But they will always remember how you made
them feel!
Duane Knapp
Thank You!
Go Si
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Communicate Your Experience