Napa Countys Destination Brand Project

Thank you for visiting our Napa County Destination Strategy Project website. Here you will be able to learn about the latest information on this exciting initiative - and have the opportunity to share your views with us.

Managing Tourism In Napa County Involves Using the Visitor Serving Industry to Support the Sustainability Our Unique "Sense of Place".

Late in 2005, the Napa Valley Conference & Visitors Bureau began a process to define a single, unified vision for Napa County as a visitor destination. The Bureau understood that as America’s premiere wine tourism destination, the “Napa Valley” possesses significant global “brand” awareness. However, due to changing market conditions, the Napa Valley’s comparative distinctiveness relative to other “wine countries” is being challenged. In order to maintain and enhance our position as one of the world’s top wine tourism destinations, a strategy will be developed that identifies the distinctive qualities of our county and uses tourism to support the sustainability of our unique “sense of place”.

While most tourism marketing plans intend to attract more visitors to a destination, the NVCVB’s Destination Strategy sets out to do something radically different. Napa County’s tourism strategy will carefully articulate a culture that has grown up around a highly successful wine industry; a culture informed by health & wellness lifestyles, agriculture, the arts, and a deep respect for the land and its history. The targeted consumer will be one that has discovered in themselves an appreciation of premium food & wine, understands & respects our destination’s values, and helps to ensure the sustainability of the unique sense of place that is the Napa Valley through their tourism experience.

During 2006 the NVCVB will be collecting the hard data required to inform the creation of our Destination Strategy. This process will involve conducting highly interactive Community and Industry Forums that are designed to allow the community’s views on tourism to be heard, fielding qualitative and quantitative research to determine the current state of the Napa Valley destination “brand”, and the articulation of a destination experience that can be delivered upon by the community with consistency. This work plan for 2006-2007 for the Destination Strategy Project consists of five distinct phases as illustrated below:

THE PRIMARY OBJECTIVES OF THE DESTINATION STRATEGY PROJECT ARE:

1) To develop, through intensive community input, a strategy to manage the global Napa Valley destination brand in order to enhance our destination image, perception, and to support the sustainability of our unique “sense of place”.

2) To establish a mechanism by which ongoing training of our destination experience promise can be achieved with the assistance of key strategic partners within the community.

3) To identify issues that will inform the development of government policy concerning the visitor serving industry within Napa County.

TO DOWNLOAD OR VIEW OUR PROJECT DATA SHEET, CLICK HERE.

The Napa County Destination Strategy Project is an initiative of The Napa Valley Conference & Visitors Bureau to develop a strategy for the management of the global Napa Valley destination brand. Funding for the project has been made available by Napa County, concerned citizens, businesses and associations within the county of Napa.

Most Recent Update: 10-24-06