Visit Napa Valley
Bill Hocker | Jul 19, 2017
NVR 7/19/17: Report says well-heeled Napa Valley tourists love wine and scenery
NVR 5/4/17: Napa Valley visitors spent nearly $2 billion last year
The latest Visit Napa Valley statistical analysis of the tourism industry is out; the numbers are good (oddly better, in fact, than the Visit California numbers outlined here). The number of visitors are increasing but at a slower rate than the previous 2-year cycle, it seems. Revenues from tourist venues are way up, so the amount taken in per visitor is dramatically increased. (The median family income of visitors is $161,000 - a bursting tech-startup bubble may have significant impacts.) The number of employees is way up so perhaps service is good, although the daily commute and need for affordable housing is getting much worse.
More visitors seem to like the place as it is than they did 2 years ago. Except for the traffic. What will they make of the 140 or so wineries still in the planning/construction pipeline, or of Napa Pipe, Watson Ranch, and the dozens of other projects destined to fill county landscapes and roads. Sup. Pedroza's question from 2015, what is the carrying capacity of the county?, isn't yet answered.
Tourism taxes are way up as well, but the county still doesn't have enough to repair potholes or bridges, build a jail, upgrade the sanitary system, relieve traffic congestion or build affordable housing, and probably not enough to cover the costs of servicing the 17,000 visitors (12% population increase) driving into the county each day. $6 million of those tourism taxes goes to Visit Napa Valley to encourage more tourism and create more jobs, and to fund the studies.
The Latest Reports are here:
Visit Napa Valley 2016 Quick Facts
Visit Napa Valley 2016 Visitor Profile
Visit Napa Valley 2016 Economic Impact Report
NVR 12/26/15: Napa rings up another busy tourism year
At the Board of Supervisors on Dec 14th, 2015, Visit Napa Valley presented its financial report for fiscal 2015 and an overview for the first half of fiscal 2016. Tourism "shows healthy Napa County growth in all key lodging metrics". No one can accuse VNV of not doing their job.
Given my now almost manic obsession over the development impacts of ever increasing tourism in the county, VNV director Clay Gregory had some reassuring news: the number of tourists arriving each year is only increasing at about 1.5%. The amount they are spending is rising several times faster, meaning much more money in TID and TOT to deal with a modest increase in impacts. He also made a point of stressing the mandate of VNV to promote off season and weekday events, which seemed a direct link to an answer Sup. Luce gave me several months ago when I asked how the county justified spending $5.6 mil to increase tourism impacts.
I want to be comforted. But somehow the county pursuit of 130 new or expanded wineries under review or approved but not yet built with their cumulative request for 1.6 mil new visitor slots per year does not speak to a goal of just evening out the tourism flow. Just as with the discussions about wineries, the present is often conflated with the future. There are presently 3.3 mil tourists coming into the county each year who feel overwhelmingly they like things the way they are. In this regard Sup. Pedroza asked the right question of Mr. Gregory:
"The way tourism grew in our valley was remarkable, but at a certain point our lens should be, how do we live within the means of what we have. More rooms than this will not survive because of traffic and lack of access...That's information we need to know as we grow. How do we know we are within our capacity."
A question that has been asked before in respect to wineries as well - what is the tourism carrying capacity of the county? We will see if Sup. Pedroza's question finds an answer in Mr. Gregorys' presentation two years hence.
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