Deadline for participation has passed.
The Napa Valley Destination Council (NVDC), in partnership with the Arts Council Napa Valley, and the Chambers of Commerce and/or local Tourism Improvement District Committees throughout the Valley, is developing Napa Valley Arts in April™ 2012, a promotion to build tourism traffic throughout the month.
The focus of Napa Valley Arts in April is to celebrate the connection between wine and art, and as a Napa Valley winery with an existing collection, we are giving you first option to participate. We have included information below for your consideration, and a member of our team will follow up early in the New Year to answer questions and help you get involved.
Napa Valley Arts in April 2012 will explore the connection between art & wine by showcasing the "Napa Valley Collection" – the incredible art programming in Napa Valley wineries. Napa Valley Arts in April will feature four weekly tours of the winery arts, curated by geography, in Calistoga, St. Helena/Rutherford, Oakville/Yountville and Napa/Carneros/American Canyon - encouraging guests to extend and enhance their experience throughout the Valley.
Participating wineries will feature their art exhibits and activities through "meet the artist" receptions, two-for-one or complimentary tastings, guided art tours, etc. during their geography's focus week. Our goal is to share the amazing winery arts with cultural tourists on a complimentary and interactive basis, adding wine-related added-value elements such as discounted or special tastings, etc.
On weekends, the towns in each focus geography will host special ticketed arts events to benefit their local arts communities.
Lodging establishments will make Napa Valley Arts in April packages and special offers available on the legendarynapavalley.com website to encourage patrons to visit Sunday through Thursday during the month, or to extend their weekend stays.
Napa Valley Arts in April is directed at the cultural tourist: people whose choices in travel destinations include an arts component. A 2009 study conducted by Americans for the Arts revealed that approximately 40% of arts and cultural event attendees were not local, that cultural tourists spend more than double their local counterparts on meals, shopping, accommodations and that they stay 36% longer than those who do not include arts and cultural activities in their visits.
By attracting these high-value visitors during the lower occupancy season, Napa Valley Arts in April will increase overall traffic to hotels, wineries/tasting rooms, and arts venues. By leveraging the existing arts offerings, the program will also underscore the strategic messaging that the Napa Valley is a year-round cultural destination worthy of extended exploration.
An integrated marketing campaign will include TV, radio, print and web advertising, traditional PR, e-marketing blasts, social media, and printed catalog/map and other collateral materials, as well as cross-promotions through winery participants' wine clubs, sponsor lists, etc. Napa Valley Arts in April is a key Cabernet Season program of the NVDC.
In addition to our famed wine and food, the Napa Valley is home to many extraordinary artworks and art collections in wineries throughout the Valley. When celebrated together, these diverse winery collections form "The Napa Valley Collection™." Napa Valley Arts in April showcases this collection, which rivals many of those found in the world's arts capitals and is worthy of extended exploration any time of the year.
Weekly curated winery "art crawl" tours, focusing on four regions of the Napa Valley, will be the core of Napa Valley Arts in April™ 2012:
We have included examples below that express the spirit and goals of Napa Valley Arts in April. Please keep in mind that programming should be complimentary to guests, and available on a daily basis during your geographic focus period whenever possible. Creativity will help us generate more buzz!
Thank you in advance for your careful consideration of this opportunity. We look forward to speaking with you about it in the first part of January, 2012.
